Author: Dan Blank

Hugh Howey on the value of educating yourself in not only the publishing process, but connecting with readers and developing an author platform:

“But I only want to write,” you might say. “I don’t want to be a publisher.” Well, good luck. Even if you land with a major publishing house, the success of your work will depend on you knowing this business and embracing all the challenges that a self-published author faces.”

“There are only a handful of authors in the world who can make a living writing and passing along those words to someone else and not doing a single other thing. Most people who attempt this method teach creative writing for a living, and not because they want to.”

“Promotion will be up to you. Your publisher will want to see your social media presence before they offer you a book deal. Learning the ins and outs of self-publishing before signing with a major house is the best training imaginable. Not doing so would be like a hopeful race car driver not caring what’s under the hood. I’ve been shocked to discover, having worked with major publishers, that many of my self-published friends know more about the current publishing landscape than industry veterans with decades of experience. The more you learn and the more you keep an open mind, the better your chances for success.”

So I want to parse this out based on my own experience with hundreds of authors, some who are self-published, and some who are traditionally published…

THE BUSINESS OF PUBLISHING
Hugh mentions the idea of “knowing this business,” which makes a point many skip over: writing is craft, but publishing as many define it, is a business. Even if you as a writer are more concerned with the impact of your work, and your own personal validation, your partners in the publishing process need to meet business goals.

As more and more independent authors find ways to earn revenue, and turn what was once a hobby into a full-time profession that supports their families, financially, the more important it is to not pretend there is a magic button for success.

Understanding the business of publishing is meant to demystify the process. When you understand how things work, you can leverage them to reach your goals, instead of relying on convincing “gatekeepers” to give you a chance. Or to use a phrase I hear often nowadays: you are an empowered author.

And of course, if you do want to earn revenue through your writing, learn the process, and the triggers to make that happen. Understand publishing as a business, and find the opportunity that others miss.

WHEN YOU UNDERSTAND YOUR READERS, YOU KNOW HOW TO BEST REACH THEM
Too often, I hear writers complain about having to “market” their work. But what I often feel they are missing is that connecting with readers is about understanding and learning, not publicity. That when you better understand who your ideal audience is, where they are, what else they love, what engages them, the more likely you will find ways you align with them. And more often than not, this is the good stuff, the meaning that is created between a writer and a reader.

SPREADING THE WORD ABOUT YOUR BOOK IS YOUR RESPONSIBILITY
Publishers will likely judge the platform you have built already, even before they sign you. Why? Because they want a partner. Because they are publishing a lot of books, and nothing beats having an engaged core audience of readers who have a trusting relationship with the author.

Time and time again, we find that word of mouth marketing is what sells books. And that starts with you, often well before the book is published.

YES, THIS IS HARD WORK
If you want to “just” create art, do that. If you write “merely” to write, to express feelings in a creative way, then no, you do not need to concern yourself with the business of publishing.

But if you want to develop an audience, and create a sustainable career as a writer, then develop your platform. Understand how to connect with readers. Take the business side of publishing seriously.

What I love about Hugh’s story is the mixture of smart decisions, good habits, and finding ways to engage with readers as a human being. Many writers work hard to put limits on what it means to be a writer, that they shouldn’t have to do x, y, or z. But Hugh is present in the lives of his audience, and that is his platform.

Thanks.
-Dan

There has never been a better time to be a writer. But that doesn’t mean that it is easy to find an audience, or find success as defined by book sales, positive reviews, or bestseller lists.

I attended the Writer’s Digest Conference this past weekend, spending my days chatting with writers, literary agents, and many who support authors. Below are the top three things I took away from the many conversations I had at the event.

AUTHORS ARE ENTREPRENEURS
If you want to “just” write, that is fine. But if you want to engage with the business of publishing, put on your entrepreneurship hat.

This year, I noticed that the writers in attendance were much more willing to embrace the many facets of what it means to be engaged not just in writing, but in the publishing and audience development processes.

This requires a broader range of skills, from market research, to messaging, marketing, partnerships, and learning how to not just craft a book, but craft a platform.

What this means is that if you are just looking for a lottery ticket, for someone to magically make your writing dreams come true, that you may be grossly disappointed. What I see at events such as this are writers in the trenches, sharing not just inspiring stories, but talking about the daily work of learning all facets of publishing and ensuring their work has an impact with readers.

The reality of what it means to be an author today is: there have never been more opportunities to find and audience and sell books; and that takes hard work.

DON’T LOOK FOR SHORTCUTS TO ENGAGING WITH READERS
It always surprises me when a writer indicates that they don’t want to talk to readers. They do this by calling it “marketing,” making it seem like a soulless process whereby you trick readers to read your work. But really, this is the good stuff. Whether you write fiction, nonfiction, memoir, poetry, or other work, wouldn’t you WANT to chat with others who share your love of this work?

Too often, I hear an author subtly asking for a “secret button” that shoves their work in front of thousands of people. They want some trick to using Goodreads or LinkedIn or Amazon that magically delivers an audience. But as any successful author will tell you, it happens one reader at a time.

When I work with authors, we work through the hard stuff that many writers skip: the deep research of their market, their audience, and how to establish communication channels and messaging that aligns them with readers.

For me, this is a process of creating meaning, establishing relationships, and turing ideas and stories into conversations. It is NOT about spamming social media sites with promotions for books.

YOU NEED A TEAM
Whenever a successful author talks about their journey to finding an audience and selling books, they always talk about their team: the partners who helped them. It could be critique groups, beta readers, literary agents, editors, publicists, and many others who support writers.

Consider who you can partner with on this journey. Information can be powerful, which is why I write this blog and create ebook guides on topics such as blogging and social media for writers. But I also feel that working WITH others is critical, which is why I teach online courses, and work one-on-one with writers to help them find and grow their audience.

Your journey as a writer will be uniquely yours. Be wary of excuses that close doors. The writers I find who are having the most success, be it traditionally published or self-published, are those who are open to rethinking what it means to engage with readers, and find ways to align with them, not sell to them.

Thank you.
-Dan

Platform is how we communicate, not how we sell.

Platform is how we earn trust, not how we try to shorten the path to “influence.”

Platform is built slowly, over time, not because of “going viral.”

Platform is about the same human qualities of connection that have existed for thousands of years, not something developed because of the internet.

Platform is not about status updates, but about being a person others want in their lives.

Platform is doing that which matters most in your lifetime, and disregarding the rest.

Platform is managing your energy, not just your time.

Platform is prioritizing the impact of your creative work and the relationships that will create your best memories.

Platform is not about leveraging other people’s credibility, but establishing the basis of a lifelong friendship.

In a world where we rush; where we constantly check our texts/emails/phones; where the TV is always on, platform is how we make time for the human connections which matter most.

Platform is one conversation at a time, one expression at a time. It is not shouting at the world all at once.

Platform is developed slowly, as we find a way to better communicate and earn trust.

Platform is how we develop the skill to share, to come together, and create a shared vision for what is, and what is possible.

Platform is more about empowering others, and through that, yourself.

Platform is craft.