platform development

One critical component to building your author platform is to create and maintain a regular newsletter.  Speaking directly to those who are interested in what you have to say on a regular basis with relevant and compelling content will bring you some great marketing and conversion opportunities now and well into the future.   

First, we will discuss why you need a newsletter in the first place. Then, we’ll get into the finer details of ways it can work for you and how it can be most effectively distributed.

Every author is doing it.  Here’s why.

The primary purpose of your newsletter is simple.  It’s list building, list building, list building.   There is no more direct way to communicate with your audience than through this channel.  After all, each person has opted to be included in this list.  These are your peeps.  They want to hear from you and they welcome you into their inbox.  This list is something to be preserved, pampered, and treasured.  It’s unique and specific to you as an author and it is priceless.   Deliver them content that is useful and uniquely available to them and they will continue letting you into their inbox again and again. 

Leverage your list by giving them the good stuff.

Offer exclusives to your newsletter subscribers so they see the tangible benefit of being a member of your list.  This could be special discounts or bonus materials for your current book, sneak peeks of your new material, or contests to win things not directly related to your book at all.  Get creative and deliver value!

Looking for a way to drive attendees to an event or to capitalize on that great interview or review you have coming up?  Let your list know all about it in your newsletter.  You just may convert some potential readers to bona fide book buyers by doing so. 

You can also let your loyal list take some ownership of your yet-to-be-published works by getting them involved in the process early.  Ask them what they want to see from you next, survey them about such topics as title or character names, or let them weigh in on cover comps.  You don’t HAVE to take their advice if it’s not what is best for your book, but getting their opinion can create some buy in from their side, which is of paramount importance when it’s time to move the needle on book two, three, or four.

Finally, don’t forget to incentivize them to tell a friend or colleague.  After all, the goal is to grow your list.  Ask them to help you and give them a great reason to do so, such as free content or access to you directly for a book club or training session.

Now that you know you need one, how should you handle getting it out there?

You can opt to manage your list yourself by essentially sending out a mass email or a series of mass emails once your list gets really big. That is appealing to those who don’t want to learn a new system or outsource something they feel perfectly competent in managing themselves.  But there are benefits to utilizing a newsletter distribution service that are worth seriously considering.

Using a newsletter distribution service will ensure that you are meeting any legal requirements necessary, such as including a way to unsubscribe, and also makes those functions hands off for you, saving you time.  You can also access analytics such as open rates that would not be available to you if you simply sent out a mass email.  Finally, your newsletter can appear more professional in design very easily and will be formatted for either text only or image viewing so that your smart phone readers can still get your message without all the graphics if they choose. 

If you aren’t already on the newsletter bandwagon, it’s high time you jumped aboard.  With relative ease, you can be up and running on building your author platform with this important marketing tool in no time flat!  The benefits of doing so will surely make it worth your while.

Got Platform?

The term “platform” is ubiquitous these days. We see it in the business world, we hear it bandied about among authors, experts, and speakers, and we experience it in the social media landscape. This phenomenon isn’t accidental. Platform is a powerful concept that reflects the content, brand, positioning, credibility, audience, and intellectual property you develop. Your platform lives at the intersection of ideas, influence, and income—and your book’s success depends on it.

In this three-part series, we’ll share valuable information and resources to help you create, maintain and boost your platform. To learn more about Greenleaf Book Group’s platform development program, visit greenleafbookgroup.com/platformdevelopment.

Platform, Part 3: Income

Income. It’s the last piece in the platform development puzzle and the final brick on your path to success. It’s an absolutely essential function of your business and brand. It’s where your audience shows you the money, and it’s where all your idea-generating and influence-building pays off—literally.

Income is the ultimate product of great ideas, great content, and strong influence in the form of interaction and conversation among your audience. Income means monetizing your ideas and converting customers into closed leads. Great ideas combined with a powerful interaction strategy can lead to great business if handled correctly, as Bethenny Frankel of The Real Housewives of New York City fame has showed us over the past few years.

We usually think of The Real Housewives cast members as, well, housewives. And with a few exceptions, that’s mostly what they are—women who have the financial luxury to spend most of their days throwing catered dinner parties and gossiping with pricey cocktails in hand. Not many reality TV stars have made   the leap from “personality” to true entrepreneur, but Frankel was able to use the show to build and promote her now-infamous Skinnygirl brand.

When Frankel first appeared on the show, she was the relatively “broke” housewife, a natural foods chef living in a 700 square-foot closet of an apartment and struggling to make rent. But she had an idea—a low-calorie margarita—and she used the exposure she received from the show to cultivate her influence and create a strong brand. Two years later, and she’s sold her Skinnygirl cocktail line to Beam Global for a price rumored to be around $120 million—an unheard-of number in the spirits marketplace for a single celebrity. Even though reality TV is often seen as a joke, Frankel is dead serious in her income-building. And now uber-rich.

You, too, can make income happen when you’ve built enough influence and interaction around your content and found your audience’s pain points, or points of interest. Check out our suggestions below to seamlessly and successfully make income a part of your platform-building experience.

1. Diversify your offerings. You’re going to want a diversified set of product offerings, or assets, to generate multiple streams of income—content, products, services, and programs. You can customize these for audience segments and areas of expertise. Below are a few specific examples of great income-generators:

• Speaking and presenting—keynotes, breakouts, or workshops
• Book sales
• Training sessions and facilitation
• Affiliate marketing
• Custom downloads from your website

Don’t be a one-hit wonder when it comes to generating salable content. Be dynamic. Not only does Frankel continue to market and support her claim to fame—her Skinnygirl margarita—she also offers health DVDs, several bestselling books, online personal training, shapewear, and dieting and cleansing products. All of this is, of course, in addition to her countless paid media and event appearances.

 2. Keep an open mind.

A successful income strategy also means building partnerships and welcoming the right sponsorships, spokesperson opportunities, affiliate marketing, and anything else you can think of. Don’t be afraid to dive into new territory.

When Frankel was first approached by Bravo to join The Real Housewives cast, she refused for two months. However, she considered the influence-building potential of the show, and cites business exposure as the only reason she finally said yes, according to the Hollywood Reporter. Keeping an open mind not only allowed Frankel to launch her Skinnygirl line; it also earned her a spin-off show, Bethenny Ever After, which garners over a million viewers per episode.

3. Facilitate the process.

Make sure that your content is easily found and easily bought. Invest in a user-friendly and well-designed website to help facilitate and automate ecommerce. Don’t settle for a second-rate one, either—your online presence is going to be where your audience turns to learn about you, buy from you, and stay engaged with you.

Remember that income is ultimately about selling more of less. It’s about the long tail. Sometimes it’s best to start by giving away valuable content. You’ll build trust and get people engaged. They’ll want more.

4. Repurpose.

Ideas are valuable. Keep a list of your ideas for income-generating content and revisit it often. Just because someone might not be willing to pay for your product now doesn’t mean you’ll never be able to sell it. As your influence grows, you’ll be able to leverage more of your ideas into income-making opportunities.

A list is also a good idea because it will help you figure out ways to divide and repurpose your content assets. For example, you could turn your book or blog into a workbook or webinar series. Keep in mind that services and programs like speaking, training, and coaching have a higher perceived value and require higher pricing. You should focus on breaking into these worlds if you haven’t already.

Frankel was able to negotiate the astronomical purchase price of Skinnygirl because of her unique idea and powerful influence. Still, it took some time and some great opportunities for her to get there. The lesson for anyone who aspires to grow is that building a platform happens one “I” at a time—with ideas, interaction, and income. The more time you spend on each component, the better your platform will be and the stronger your income-generating opportunity.

The other idea to keep in mind is that in the end, you will be as successful as the quality of your platform. And the quality of your platform will determine your opportunities and income over time. As you focus on building your platform, think about Gary Vaynerchuk, Suze Orman, Bethenny Frankel, and other creative entrepreneurs that have transformed great ideas into influence and income. Each has mastered the three “I’s” and this mastery has resulted in a powerful platform.

For more information on the ins and outs of what a platform is and how to get started on developing one, check out parts 1 and 2 of Greenleaf’s platform development series, in which we discuss the necessities of great ideas and strategic influence. Want help expanding your influence and developing your expertise? Greenleaf offers a broad range of platform development services, including integrated brand strategy; keynote and presentation design; print and online product development; speaker reel and video production; social media strategy; and more. For a full list of what Greenleaf can do for you, visit www.greenleafbookgroup.com/platformdevelopment.

 Got Platform?

The term “platform” is ubiquitous these days. We see it in the business world, hear it bandied about among authors, experts, and speakers, and experience it in the social media landscape. This phenomenon isn’t accidental. Platform is a powerful concept that reflects the content, brand, positioning, credibility, audience, and intellectual property you develop. Your platform lives at the intersection of ideas, influence, and income—and your book’s success depends on it. 

In this three-part series, we’ll share valuable information and resources to help you create, maintain, and boost your platform. To learn more about Greenleaf Book Group’s platform development program, visit www.greenleafbookgroup.com/platformdevelopment.

Platform, Part 1: Ideas

Entrepreneur Gary Vaynerchuk has appeared on everything from Ellen and CNN to NPR. He’s written two New York Times and Wall Street Journal bestsellers. And he has amassed almost one million Twitter followers. One million! He grew his family wine business from $3 million in annual revenue to more than $45 million in eight short years. At age thirty-five, Vaynerchuk operates a slew of businesses and even boasts a gaggle of fans that refer to themselves as “Vayniacks.” In short, he’s a walking billboard for what a concentrated platform can do for you.

Becoming a mega-expert like Vaynerchuk sounds incredibly appealing and, for those just getting started, equally daunting. So let’s break down where you should begin. A strong platform starts with strong ideas. Ideas—the content you create—are your foundation; they’re a major reason people will talk about you. Ideas are a form of currency that translates into value for your audience, and the beauty is that that value can translate into money for you.

Building valuable content that an audience will care about enough to use, share with others and, ideally, purchase, depends on four components: (1) finding your passion; (2) knowing your audience; (3) choosing an effective content strategy; and (4) creating solid, new content on a regular basis. Let’s take a look at these to help kick-start your content conquest.

1.    Find your passion. It‘s essential that you care about your topic. If you’re not engaged, your audience certainly won’t be. So choose a meaningful topic that keeps you curious, one you spend a lot of time thinking, writing, and talking about.

Ideally, you’ll be passionate in an area where you’re already credentialed. If you’re a fashion designer or marketer who loves fashion, there’s a golden opportunity to create content on the subject of fashion. If you’re a professional magician who wants to create a platform in the world of deep sea diving, you’ll have to work a lot harder than the Jacques Cousteau types who are already in the water. Take your passion and create content around it. Keep it simple, fun, and engaging, and always look for ways to make it remarkable.

2. Know your audience. The content you create must match your audience’s needs and interests. Be sure to conduct a thorough audience analysis before you begin developing content and interacting. Create demographic and psychographic profiles. You need to know the answers to these questions:

• Who are they?

  

• What do they do?
• What do they struggle with?
• What do they care about?
• Who else do they admire?

Knowing what your competitors bring to the table is essential, too. Remember, you must differentiate yourself, and you should focus on filling a hole in the field.

 For example, Vaynerchuk had the foresight to realize that e-commerce would grow exponentially, and he started winelibrary.com in 1997. He also quickly identified an empty spot in the wine-tasting world—non-fluffy, honest feedback. He started making video wine reviews and spoke to his audience on their level, using terms like “sniffy sniff” and “oakmonster.” His reviews were soon reaching over 100,000 viewers per day. He filled a need in the lofty world of wine collecting with excellent, informed content in a guy-next-door voice.

3. Decide on a content strategy. With your passion and audience in your pocket, now you need to decide how you will present your content. Will you do it through blogging, infographics, videos, podcasts, presentations, webinars, articles, a book, or something else entirely? A mix of these is likely the most effective way to present your content, and as you craft that mix it’s important to track what your audience responds to. How do they learn best? And what works especially well for your content? You can also look at your competitors—what content strategies are they using effectively?

You also want to figure out your short- and long-term goals and pin down who will create your content. Do you want a blog with one weekly post, or do you want multiple posts per week? What about videos? Are you planning to create your own content? Or do you have a reliable assistant or support team that is in tune with your message and can do much of the heavy lifting for you? Your answer to these questions might depend on whether you’re creating a platform for yourself or your business (or whether your “self” is your business). If you are developing your personal platform, it’s important that fans feel like they’re interacting with the real you—not your personal assistant. As literary agent Rachelle Gardner writes on her blog, “It’s harder than ever to attract people to books. The way to do it is increasingly through personal connection, and that means YOU, the author, making connections with your readers.”

Vaynerchuk took the time each week to record himself on camera for his (recently-retired) video blog, “The Daily Grape.” He was being himself for his fans. And if you look at his Twitter feed, it’s a stream of responses to his followers. No wonder people feel connected to him—they are.

4. Create solid, new content on a regular basis. Make a schedule for yourself and stick to it. An editorial calendar is not just for newspaper editors. It helps keeps you focused and productive, and can help you envision and manage your workload. The sooner you get started, the better. The Content Marketing Institute provides a guide to starting an editorial calendar, pointing out that the calendar not only keeps you on track—it helps you think of ways to repurpose your content as well. Finally, be sure to keep up with new developments in your field. Once you’re perceived as an expert, you need to remain one. The members of your audience need to know they can depend on you, first and foremost, for new information and ideas. Make it happen through consistently great content.

When passion and good ideas connect with an audience need through a well-thought-out content strategy, great things can happen. Think of Vaynerchuk. He took what he knew and loved—wine—and spoke to his audience in a unique and casual way, through a medium they responded to—vlogging. 

Vaynerchuk’s success all started with his content, and yours will too. The more content you create over time, the more your ideas become the fuel that powers your brand platform.

Check in with us tomorrow for Part 2 of this series, in which we’ll take a look at influence—that is, how to spread your ideas through interaction with your audience.

Interested in getting a read on where you are in the development of your platform? Find out how you rank at MyExpertScore.com. It’s a free tool we’ve created to help you measure your current status by giving you a personal expert score. Once you finish the test, we’ll give you additional strategies to take you to the next level.