Introduction
Most authors resist the idea of “building a platform.”
It sounds like self-promotion. It feels performative. It conjures images of endless posting and shouting into the void.
But a platform doesn’t have to be a vanity project.
Done right, it’s simply the ecosystem that connects your work to the people it can help, entertain, or inspire.
This post is about how to build an author platform that feels authentic—and actually sells books—without resorting to tactics that drain your energy.
Step 1: Redefine What a Platform Is
A platform isn’t just:
A massive social media following
A viral moment
A slick website
A platform is:
Your visibility (how people discover you)
Your credibility (why they trust you)
Your connection (how you nurture relationships)
When these three parts are strong, selling feels like service—not intrusion.
Step 2: Decide Where You’ll Focus
You don’t need to be everywhere.
Consider:
Where does your ideal reader spend time?
Where do you enjoy showing up consistently?
Which channels suit your strengths?
Examples:
If you love teaching: YouTube, workshops, courses
If you enjoy writing: newsletters, blogging
If you prefer community: private groups, membership sites
If you like short-form: Instagram, TikTok
Pick 1–2 primary channels. Let everything else be secondary or repurposed.
Step 3: Clarify Your Core Message
Your message isn’t just your genre or topic—it’s what you stand for.
Ask yourself:
What do I want readers to feel or believe after engaging with my work?
What problems am I helping them solve?
What worldview am I inviting them to explore?
When your message is clear, everything you create feels cohesive.
Step 4: Make Your Website a Hub—Not an Afterthought
Your website is your digital home.
At minimum, include:
A clear description of who you are and what you write
Links to buy your books
An email opt-in with an incentive (sample chapter, guide, exclusive content)
A media kit or speaking page if you’re open to interviews or events
Social platforms come and go. Your website and list are assets you own.
Step 5: Build an Email List Early
Social media visibility is rented space. Email is owned.
Benefits:
Direct access to your readers
Higher conversion rates
A reliable way to announce launches, promotions, and events
Start simple:
Offer something valuable in exchange for a sign-up.
Email regularly (even once a month is enough to stay connected).
Write like a human, not a press release.
Step 6: Create Content That Nurtures Trust
Many authors get stuck in “sell, sell, sell.”
Instead:
Educate (share behind the scenes, lessons learned)
Entertain (stories, anecdotes, personal updates)
Engage (ask questions, invite replies)
Elevate (recommend other voices or resources)
Trust builds when your audience feels like part of the journey.
Step 7: Use Calls to Action Without Guilt
You can’t expect people to guess how to support you.
Be clear:
“Order the book here.”
“Join my newsletter for updates.”
“Share this with a friend who’d love it.”
If you’ve provided consistent value, your ask won’t feel slimy—it will feel natural.
Step 8: Make Your Platform Sustainable
Visibility is a long game.
Create systems:
Batch content in advance
Repurpose one idea across multiple channels
Set boundaries on your availability
Schedule time off social media
Consistency matters more than frequency. It’s better to show up regularly in one place than sporadically in ten.
Final Thought
Building an author platform isn’t about becoming a persona.
It’s about creating a bridge between your work and the people who need it.
When you approach it with clarity and integrity, your platform stops being a burden—and becomes an extension of your mission.
You don’t have to be everywhere. You just have to be findable.
— Sloane MacRae
