What’s a Platform, and How Do I Get One?

It’s a word you’re likely to hear a lot these days, especially if you write nonfiction. When book editors talk about “platforms,” what they’re saying is, in essence, “how are you going to sell this book?”

Not we, note. You. Marketing a book is very much in the lap of the author. And one of the things that helps you market your book is your platform. After all, the eternal marketing question is, so what? Who are you to tell me about this topic?

The days are gone when having done something for ten or twenty or thirty years makes you an expert — at least in the eyes of the reading public, and therefore of those who cater to it. These days, you need to have name recognition, and the more instant that recognition, the better.

Here’s an example. John Doe has written a book about ham radio operation. Here’s what a mythical publisher might say to him: “What do you mean, you’ve been a ham radio operator for 40 years? Okay, do you write a column about being a ham radio operator? No… hmm. So have you been on any TV or radio shows, talking about being a ham radio operator? Un-huh. Let’s see… Do you have an advanced degree in ham radio operation? What’s that? There aren’t any? Oh… Well, at least you’ve taught classes in ham radio operation, right? Gosh, I’m sorry. Your book looks absolutely terrific, the outline really covers the…