Building Your Author Platform Before Your Book Launches

The biggest mistake new authors make? Waiting until their book is published to start building their audience. Your author platform—the collective presence and reach you have with readers—should be growing long before launch day. Here's how to build it strategically and authentically.

Why Platform Matters (Especially for Self-Published Authors)

Traditional publishers want authors with existing platforms because it reduces their marketing risk. But for self-published authors, platform is even more critical. You don't have a publishing house's marketing budget or distribution network. Your platform is your distribution network.

A strong platform means:

• You have people waiting to buy your book when it launches
• You can generate reviews quickly (Amazon's algorithm loves early reviews)
• You have a direct line to readers for future books
• You're not starting from zero on launch day

Email List: Your Most Valuable Asset

Social media is rented land. Algorithms change. Platforms disappear. Your email list, however, is yours. It's the only audience you truly own, and it's the most effective way to sell books.

How to start building your list before your book is ready:

• Create a simple author website with a signup form
• Offer a free resource related to your book's topic (sample chapter, guide, devotional)
• Share updates about your writing journey and book progress
• Send regular emails (weekly or bi-weekly) that provide value, not just promotion

Even 100 engaged email subscribers at launch is better than 10,000 social media followers who don't see your posts. Quality over quantity matters here.

Your Author Website: Home Base

You don't need a fancy website, but you do need one. It establishes credibility, gives you a professional online presence, and serves as the hub for all your platform-building efforts.

Essential pages for your author website:

• About page: Who you are and why you write
• Books page: Your published works (or "Coming Soon" for your first book)
• Blog or resources: Helpful content related to your book's topic
• Email signup: Prominently featured on every page
• Contact page: How readers, media, or speaking coordinators can reach you

Your website doesn't have to be perfect. It just needs to exist and make it easy for people to connect with you and join your email list.

Social Media: Choose Your Battles

You don't need to be everywhere. In fact, trying to maintain a presence on every platform is a recipe for burnout and mediocrity. Pick 1-2 platforms where your ideal readers actually spend time, and show up consistently there.

For Christian authors, consider:

• Facebook: Still the largest Christian community online. Great for building groups and communities.
• Instagram: Visual platform good for lifestyle content, quote graphics, and behind-the-scenes.
• YouTube: If you're comfortable on video, this is powerful for teaching content and building authority.
• LinkedIn: If your book targets professionals, ministry leaders, or business audiences.

What to post:

• Behind-the-scenes of your writing process
• Quotes or snippets from your upcoming book
• Helpful tips related to your book's topic
• Personal stories that connect to your message
• Questions and conversations with your audience

The goal isn't virality. It's connection. Build relationships with the people who engage with your content. Those are your future readers.

Start Early (Like, Really Early)

Ideally, you should start building your platform 6-12 months before your book launches. This gives you time to:

• Build an email list of at least 100-500 people
• Establish a consistent social media presence
• Create content that positions you as an authority on your topic
• Build relationships with other authors, bloggers, or influencers in your space
• Test what type of content resonates with your audience

If your book is almost done and you haven't started, don't panic—but do start today. Even three months of platform-building is better than none.

Provide Value First, Sell Second

The authors who succeed with platform-building understand this principle: give more than you ask. If every post or email is "Buy my book," people will tune out. But if 90% of your content helps, encourages, or entertains, people will be excited when you do ask them to buy.

Think of your platform-building efforts as ministry. You're serving your future readers by providing value now. The book sale is a natural byproduct of that relationship.

It's a Marathon, Not a Sprint

Building a platform takes time. You won't go from zero to thousands of followers overnight (and if you do, they're probably not real). Focus on slow, steady growth. Aim for progress, not perfection.

Celebrate small wins: your first 50 email subscribers, your first engaged comment thread, your first speaking invitation. Those are signs your platform is working.