Contributed by Sharon Aubrey
Regardless of whether your book has been traditionally-published or self-published, authors are a major influence on the success of their books. The effort authors spend connecting with their audience impacts overall sales; however, not always proportionately. This is why so many publishers, literary agents and other writers encourage new authors to build their “platform” to increase sales.
What is a platform? Author Jane Friedman describes it as “an ability to sell books because of who you are and who you can reach.” This definition is vastly different from the platform demands being thrust on most authors today, where the concept of a platform is usually synonymous with owning virtual real estate and leveraging social media. The term “platform” was developed in the 1990s and used primarily by agents and publishers in rejecting nonfiction writers. Platforms originally referred to the visual credentials of authors to their target audience as an expert or leader, which was leveraged to drive sales. Of course, this was before today’s Internet access and social media, where any average Joe can go viral and become famous overnight.
While owning your own piece of virtual real estate is still a great idea for authors, it shouldn’t be their sole avenue for developing a platform. In fact, Stephanie Bane is both an author and employee at a digital media company, specializing in advertisement, wrote a great article title, “Platforms Are Overrated”, where she examined the hard numbers of investing time and energy solely into virtual platforms or social media to sell books. Her results are in direct opposition to those solely promoting an Internet platform as the best method for increasing sales.
Approximately 6% of fans that follow or like your brand page will see an unpaid post. Ironically, that number decreases to 2% as the number of followers rises above 500,000 fans. She states the reality of online marketing, like offline marketing, is driven primarily by money, which new authors and self-publishing authors have in limited supply. Ms. Bane examined the time invested in blogging efforts too and discovered that in rare niche markets where digital works were the primary form of expression already, future book sales were high. However, in markets where a book was already written and needed marketing to the audience, blogging had little impact on growth of sales. Worse, the time spent solely on blogging and social media were often not financially justified.
What does the poor transition from time on the Internet and social media to actual sales mean for authors? It indicates authors cannot underestimate the power of personal relationships and direct contact with their target audience. It also means authors, especially nonfiction authors, should not solely rely on promoting their works online. Time spent personally interacting with audiences is still the best avenue to overall increased book sales. For authors looking to develop or expand their platforms, engaging with audiences on a local level is extremely valuable.
This is why the proposed new Alaska Books and Music booth at the 2019 state fair in Palmer is essential. It gives a stage where approximately 300,000 fair participants can hear your voice. The booth will also allow you to meet your target audience to develop a relationship that increases awareness of your product and influences overall sales. Future sales begin with today’s relationships. Be sure your author platform includes time invested in personal relationships and direct contact with your target audience, as well as Internet and social media tools.
For more information on how you can be a part of the proposed new Alaska Book and Music booth, see our website at www.akbooksandmusic.com.
