10 Methods for Building a Platform Today

By Michael Drew - Nov 26 , 2008

I’ve been writing about the ‘big picture’ lately. Generational cycles, societal worldviews, the voice of the emerging generation – the kinds of things that have no doubt left many of you wondering how they can be used to sell more books. So today, I’ve decided to focus my lens on 10 specific ways to create a marketing message that resonates with today’s society and positions you as a relevant and responsible author in the eyes of your audience.

(Parents, take note. Our children are growing up in the society I’m discussing here. I truly believe if we can find ways to apply these same ideas in our parenting, it will deepen our relationships with our children.)

1. Refer to things your audience has experienced. Don’t be tempted to put your intelligence on display by using concepts, analogies, and examples of things largely unknown. You stand a much better chance of finding common ground by referencing everyday experiences.

2. Deliver exactly what you promise. People have become far too skeptical to simply read the blurbs on the back of your book and take them at face value. Did you see how Gawker called out Arianna Huffington for using the same wording to endorse multiple books?

3. Evaluate what you’re doing to make a difference. People measure success differently in a Civic generation. As a result, volunteerism is up. It would behoove you to ask yourself how you can help with your work and your words.

4. Tie up the loose ends by crossing your ‘t’s and dotting your ‘i’s. Anticipate the “Yeah, buts—” and address them directly. Even if your audience doesn’t voice them, you know they’re challenging your claims in their mind. Don’t be afraid to drop the cat in the punch bowl. It’s a great way to earn instant credibility with people.

5. Make your website easy for them. Anticipate the questions people have and answer them simply and quickly on your website. (Hint: Include details, processes, and fine print. Not everybody will read them, but they all like to see that they’re there.)

6. Don’t “we-we” all over yourself. Focus your message on your audience. They want to know what’s in it for them. Bestselling authors Jeffrey and Bryan Eisenberg have developed a free tool that measures how much you we-we on your website. Give it a try. You might be surprised at what you find.

7. Use the phrase “which means” to build a bridge between features and benefits. The truth is, people don’t care about your book or your business. What they care about is what your book or business can do for them. Explain it to them.

8. Use raw, unscripted testimonials whenever possible. Consumers have trained themselves to sift the golden nuggets of truth from a world of hype and pretense. Put this training to work for you.

9. Keep a notebook handy at all times. You’re a writer for cryin’ out loud. You have to have some convenient way of capturing those previously mentioned golden nuggets of truth in human interaction.

10. Study the practical applications of new media. How can Facebook help you? Should you put a video on YouTube? Thanks to interconnectivity, word-of-mouth has gone global. Are you prepared to join the conversation?

We’re beginning to notice a common theme in effective marketing, successful promotion, and powerful branding. It’s a theme of reality and truth. Do you have a process that incorporates this theme in your marketing message? I hope so, because the size of your audience, and the book sales that come from that audience, depend on it.

Questions about building a marketing platform may be directed to Michael R. Drew at the Austin, Texas, headquarters of Promote A Book: 512-858-0040. You can also contact Michael via email at michael@promoteabook.com.