Publishing Secrets for Authors | Five Questions With the Expert | New Media Consultant Amy Porterfield

Amy Porterfield is a social media strategy consultant and a regular contributor to SocialMediaExaminer.com. Amy helps entrepreneurs, small business owners, authors and speakers find their “sweet spot” so they can maximize their marketing and publicity efforts through social media. We asked Amy five questions to help authors and entrepreneurs better utilize social media to bring their books and products to new audiences.

Remember to give your best stuff for free. Don’t hold back.

RATZLAFF:

We hear a lot that authors and speakers need to have a platform before a publisher will take them on. What exactly is a platform?

PORTERFIELD:

A platform is a little like the concept of a “soapbox” but in a really good way! It is the space you create for yourself online where you highlight who you are, what you are all about, and connect and foster relationships. In a very literal sense, a platform is made up of all the social sites where you spend your time, including Facebook, Twitter, your blog, etc. When you create your platform, you want to make sure you choose the social networking sites where your target audience is spending time–because a “soapbox” is no good if no one is listening.

RATZLAFF:

How would you recommend that an author or speaker begin building his or her platform?

PORTERFIELD:

Here’s my formula: Listen first. Listen some more. Research next. And then jump in the game. You have to first really understand who your target audience is…and who it is not. Don’t be afraid to only craft your communications for your ideal audience (it’s ok if you leave some people out–they are not your audience!) and also don’t waste your time on social sites that are not appealing to your ideal audience. To really understand the needs and wants of your ideal audience, take a little time and listen to them online. What are they talking about? Who are they connecting with? What Fan pages are they attracted to? Who are they following on Twitter? Once you have listened and done your research, jump in! Start using the sites that really matter most to your outcome. And here’s my golden rule with social media: Don’t be afraid to mess up. It does not always come naturally at first, and it can even be a bit overwhelming. But don’t let that stop you. Jump in, start talking, and it will all become second nature to you in no time.

RATZLAFF:

What about self-publishing? Can a self-published author really reach a large enough audience to make an impact?

PORTERFIELD:

My favorite example of a self-publishing superstar is Marie Forleo. When she first came out with her book, Make Every Man Want You, she self-published and she used the power of the internet to spread the word. Because she was willing to show up daily, connect with people, be her true self online, and really hone in on the needs and wants of her target audience, her book became a HUGE success. But here’s the thing: It was not easy. She worked hard for that success! So yes, self-publishers can find success online, but just like everything else worth having, you have to work really hard and keep moving forward. And one more thing! I think the authors that really find their voice online and create a strong buzz around their books are those that have found a way to showcase their uniqueness. They carved out a little piece of online real estate that they devoted to their “It” factor. And here’s the really great part–you get to figure out what that “It” factor is for you. No one needs to decide for you. So take a little time to think about what might make you stand out from everyone else (we all have it), and then run with that. You just might be pleasantly surprised with the results.

RATZLAFF:

Which media has the most impact on book sales? Radio, TV, print, online, speaking engagements? Should an author focus on one area or try to be seen and heard everywhere?

PORTERFIELD:

In most cases, there is rarely just one media that will work overall. Like I said earlier, know your audience and you will know where and how to market. But don’t put all your eggs in one basket. Mari Smith, a social media guru who always has great advice, teaches the power of Radical, Strategic Visibility. What that means is this: Be seen and heard everywhere it matters. I think that is so important for authors to remember. The more people see you chatting and connecting online, adding value in your blog, and speaking live, the more curious they will become. And when people are curious, they seek out information about you. But remember this, some media outlets could be a waste of time for you. It all depends on your personality, your audience and your book. So choose wisely so you can enjoy the process and spend your time and energy where it really matters.

RATZLAFF:

What are the top three things an author or speaker can do to increase his or her chances of getting media attention for their book?

PORTERFIELD:

Find Your Key Influencers: Who are the people in your niche that are really getting it right? Who stands out the most when you talk about your niche? Build relationships with these people, comment on their blogs, tweet their content. These relationships are extremely beneficial as you move forward with establishing yourself as an expert in your niche.

Show Up Daily: I have noticed that the authors that are really crushing their competition are those that are showing up daily. They are keeping their blogs current, tweeting great, valuable content, connecting one-on-one online, and giving shout outs to others when they see something they like and want to share. They are present, available and real. This is crucial for all authors.

Mix Up Your Media and Provide Great Content: The authors that use video, articles, blog posts, podcasts and more are the ones that stand out the most. They mix up their media and offer great content in many different packages. This is key. If you have not tried video yet, give it a shot. It’s extremely valuable. And remember to give your best stuff for free. Don’t hold back. When you give out your best stuff for free, you are offering an incredible service to people and I can guarantee they will want more. Plus, this strategy will help you build more trust with your audience. So don’t hold back and you will reap the rewards!

Amy teaches authors, entrepreneurs and business people how to use social media to enhance their marketing and visibility strategies.  Learn more about Amy by visiting her website and joining her on Facebook.