On Friday, March 27, 2020, Publishers Weekly reported that Barnes and Noble “temporarily closes 400 stores.” That’s shocking, but I want to draw your attention to another trend the article alludes to that may take the sting off this news.
After defining what a temporary closing of these stores means, the article went on to say, "Earlier this month, B&N canceled all in-store author events through April 30, and is now ramping up its virtual programs.”
Did you catch the quick and creative rebounding strategy the company will employ?
"B&N…is now ramping up its virtual programs."
Following suit, author/writer friend, now more than ever, building your online, virtual, social media platform--your direct-to-reader (direct-to-consumer) relationships--is so important.
If you are still asking, what is an author platform? the answer should be coming clear. It's your audience. It's who is listening to you right now and moved to action by what you say. It's who is anticipating your book to buy it. It's your ability or capacity (not potential but actual) to influence a wide audience of readers and sell your books--you, on your own, by yourself. That is YOUR platform. Not the publisher's. Yours.
As the industry is changing, you will need to know more and more who that is so you can reach them and others like them, creating rippling growth. Publishers invest in authors who know their audience. Publishers invest in authors who know their message well enough and understand how it can cause their platform to grow.
As much as your writing is passion- or purpose-based is how much the publishing industry is business-based.
The PW article is not to get you to respond fearfully or reactively, but it's here to give you necessary information so you can be nimble, creative, and strategic in your response to the changes in the industry--changes that are not new--the industry has always been changing--but perhaps changes that are ramping up in this season.
Be ready to flow with the changes by having a keen awareness of your audience and a powerful and timely message that keeps them engaged despite the changes.
What are some ways you can use social media or virtual meeting platforms to keep your readers engaged and appeal to new ones?
What special opportunities or support services will you offer, especially in light of the uncertainty and fear many are facing right now?
Will you be offering special price promotions on your books, e-courses, or merch?
Will you open up an online discussion group?
Will you offer free coaching or counseling sessions?
Will you facilitate a free online class?
What ideas do you have to serve your readers during this time?
If you are releasing your book in the next few weeks or months, what changes will you make to your book launch strategy?