Comp Authors: Building a True Platform That Actually Sells Books

What are authors like you doing to connect with their audiences and communities? Don't agonize about “platform”—your literary role models already drew the map.

- BY ALLISON K WILLIAMS

Even before social media, publishers assessed “author platform.” Did the writer have existing recognition from celebrity, journalism, or their career that would help sell books? But as local newspapers and nationwide print book reviews have diminished, it’s become harder for publishers to create word of mouth. They've turned to authors to make up the difference, telling us “You need a platform?”

And yes, we do.

Nonfiction and memoir writers with an established audience have more appeal to agents and publishers, and can better support sales after publication. For novelists, the writing and story sell most manuscripts—but reaching readers before and after publication still matters. For self-publishers, platform is even more important: Who is your audience, and how will you reach them? Writing what we love feels good—knowing we've changed someone else’s experience of the world is better still.

Platform is often seen as an arbitrary number of social media followers. But social media clout doesn’t equal book sales. With more than 100 million Instagram followers, Billie Eilish’s book sold only 64,000 copies, a disaster for a publisher paying a million-dollar advance. Authors are tired of guessing what “the algorithm” wants, and, with increasingly fragmented social media, we're tired of giving up writing time to learn yet another way to create content on yet another app. But platform goes far beyond social media—and you don't have to guess how best to spend your efforts.

True platform is knowing who your readers are, how to reach them, and being a presence in their lives.

For memoirists, platform includes reaching readers who share your experience, and need your guidance. For literary writers, platform can be publishing in notable journals, or getting an MFA so your network can include mentors who know editors at