InboxWednesday – Reach, Platform, and Audience

Hello again everyone, I hope you’re doing well. How am I? Oh, not too bad thanks for asking. I spent the weekend recuperating and generally enjoying myself, and have taken advantage of the warmer temperatures to break out the lighter bathrobes. Because jobs have uniforms. #becomfortablewhileworking

So it’s Inbox Wednesday, and that means I reach into the inbox and answer questions. If you’ve got a question, and would like to see it answered on the blog, send it to me.

Today’s question is from Mike, who has actually a pile of questions all tossed together. Here I’ll just let you read it:

John, I don’t know what to do. I got my Writer’s Market, I’ve been putting out queries and getting rejected. I’ve been reading a lot of blogposts that say I need to develop my reach and use my platform to build a community and not just a consumer base. When people talk about platform, do they mean social media? Isn’t it enough that I’m blogging 4 times a week and doing videos? What exactly is a community, and how is that different than an audience? What do I do? – Mike

I will disclaim that I edited that paragraph to insert some punctuation and capitalization.

What Mike is worrying is separate from the manuscript’s completion, but isn’t necessarily contingent on the MS being done. Yes, I know, there are blogs out there that say you start building that audience after the MS is done and out the door, but I’ve always felt like doing that is like inviting people to dinner while you’re doing the dishes already.

Yes, you can’t build as strong or as large an audience mid-writing as you can post-writing, but that doesn’t mean you can’t be writing while building the audience. If you’ve had three or four or two or ten books out the door already, I’m assuming there’s some measure of audience already present, so to that portion of my readership, frame this in terms of expanding the audience. For the first-time crowd, we’re coming to this without the established elements.

The tough part in publishing, be it self-publishing or tradtional publishing (though this applies also to loads of things outside of writing and publishing) is navigating the jargon and buzzwords. People love them. They dress up everything with a term like it’s a hat on Derby day, as if that’s going to give the substance of their words, their content, more importance.

Buzzwords are not fairy dust. They will not allow us to sail over the streets off to Neverland with the creepy kid in green tights. If your content is clear, actionable, and engaging, then you shouldn’t need to trot out the buzzwords to validate credibility. Speak clearly, honestly, passionately, and you don’t need to crutch on anything.

Here’s where the gasps come in, when I start talking about clarity and people start questioning things like professionalism or tone. So now we move from one minefield about buzzwords to another about tone and assumptions.

A platform is whatever medium you use to communicate whatever ideas you have to whomever listens. On the internet, there’s a gap between you the speaker and the audience, built out of time and distance. It’s totally great that people in Guam and the Seychelles can read your blog at 4 in the morning, but 4 in the morning over there may be 2 in your afternoon, when you’re out walking the aisles of the grocery store trying to choose raisins. Likewise, any comment they leave for you on the blog, even if you get a notification message on your phone, still has a gap between them expressing it and you receiving it. These gaps are baked in, and we can easily take them for granted or rage about them as it suits our purpose.

It doesn’t matter if you blog about your teacup collection, or your love of bad dye jobs, or if you write blistering thinkpieces about how what kind of breakfast you eat reflects your political views. It doesn’t matter if it’s all tweets, all Facebook updates, Peach notes, Slack channels, or whatever. What matters to you is that you use your platform and that you’re comfortable with it.

Let’s look at the other side, put on your publishing professional hat. Mine has a pom pom on it. Traditional publishing is going to look favorably on people with a large audience or a large potential audience (that’s called “reach”), because there’s a chance/hope that audience will go buy products they sell.

There’s no guarantee that if you’ve been self-published and have a large audience already, that a traditional publisher will come along and acquire the book and put their machine behind you, catapulting you to even bigger heights. Remember, we’re still wearing our publisher hats, so we need to consider the expense of working with a self-published author versus acquiring a new author and giving them a bit of direction and grooming.

Take off the hat now. Your platform is more your tool than anything else, because you can put anything on it. But the more erratic your content, the more undisciplined (and that’s not the same as scheduled) stream of material you produce is going to make it hard for the audience to get a handle and become interested. Mike, it’s great that you’re posting so much, and keep at it if you’re digging it, but don’t think that throwing a ton of all-0ver-the-place content out there is going to keep people coming back. Find your message, find the core idea you burn hot for, and focus on it.

Because you’re not out there video after video, post after post, repeating a sales link over and over, right?

Be a person. Yes, you’re a person who’s making stuff, and would love for people to buy that stuff, but I don’t know many people who feel comfortable building relationships with sales robots.


Some robots have all the luck.

The “community” buzzword is as much a group of people who regularly enjoy your content, as well as being the group of people you could reach and “convert” (meaning they’d buy a book). The more sales-y these buzzwords, the more I slink away with a sneer.

Think of the community as the people who you want to communicate with regularly. Treat them well, because they’re people, even if you’ve never seen their faces since you do all the word-making and they do all the reading. You grow that community not by throwing sales links out over and again, but by bringing injections of reality into your platform.

Talk about the rough writing days. Talk about the days you’re taking off to go parasailing around Costa Rica. Talk about the book fair, conference, convention you’re going to, and how you’re totally going to go all gelatinous in the knees when you meet your writing heroine. Basically, Mike, be a person who writers, not just a writer who exists among people to produce pages and receive money for them.

This isn’t to say the money isn’t there, or that it’s a hostage negotiation to liberate the dollars from wallets, but you’re going to have a way easier time doing that when you treat the audience like they’re as much a person as you are. The money will be there. I’m assuming Mike, that your MS cashes the check your query and platform write.

Everything goes out the window if that MS doesn’t work. This is why I say over and over that the MS has to be in its best shape possible before you go query, and in addition to editing and beta reading, another form of shaping up that MS is holding yourself accountable to that platform. Say you’re going to do something, then do it. No, I’m not perfect at this at all. I suck quite a bit at doing this. I say I’m going to do a ton of things, and forget about half of them until I randomly look at my Dropbox and say. “Oh yeah, I was going to break down Jessica Jones, wasn’t I?”

Here’s a great way to think about reach – Do I come across as someone who has a passion/skill to produce something that people would want to buy?

Here’s a great way to think about platform – Do I comfortably (because if you hate doing something, you won’t be likely do it often, see: holiday resolutions) discuss and share my creativity and passion in ways that encourage other people to take an interest and communicate their own creativity and passion back to me?

Here’s a great way to think about conversion – If I keep doing what I’m doing in the way I’m doing it, will people want to exchange money for what I’m doing, or do I need to change the way I get the word about what I’m doing?

Here’s a great way to think about audience – They’re people. I’m people. I can’t control how each and every person will respond, so all I can control is how well I do my work and how openly I communicate and share it. I do me, they do them, we all get together and benefit over common intersections.


Mike, I hope that answered you question. Thanks so much for asking it. I’ll see you guys Friday for more bloggity goodness.

Happy writing.


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