If you’re interested in getting a book deal, you may have already heard about the importance of “platform.” It’s true: No one will buy your book if they don’t know about it.
But I’d like to argue that you don’t need a platform, you need true believers. A platform or an audience might be intrigued by—or even want—your book.
True believers need your book.
(Check out The Culting of Brands, where I got this term.)
Why will thousands of people select your book—out of the 33 million others available on Amazon—put it in their cart and shell out $29? They won’t unless they need it. They have to believe.
There are too many books to choose from and the way people consume information (What books are hot right now?) is excruciatingly fragmented and decentralized. In years past, if your book was on the Today Show or The New York Times you could reasonably expect it to fly off the shelves. Not today. You can get all the right media hits, have an excellent book, and it still may not sell.
Publishers want to see that you already have an audience, preferably a large one, not only eagerly listening to what you have to say, but demonstrating that they want more from you:
—Email subscribers
—Social media followers
—Lecture audiences (companies, orgs that pay you to speak on this topic)
—Course attendees or memberships (people who pay for your material)
These are the captive potential readers to whom you will sell your book; They believe! They feel a sense of belonging because of you. Find out what they like, where they live online, and how reach more of them. Do market research: Does the formula need more sugar? Pay attention to what they like most from you and develop your book from this place.
If they don’t want more from you, you’ll never sell them a book. I follow plenty of people who have written books I won’t buy. Because I’m not a true believer. At least, not yet.