by Cindy Sproles @CindyDevoted

I wanted this post to be relaxed and personal. The things I want to chat about are not craft-directed, but “author” personal. So, grab your cup of Joe, and let’s talk reader care.

As writers, we’re told continually to build our platform, but we hear little to nothing about the care and maintenance of that platform.

An author platform comes in a multitude of forms, ranging from readership and social media to groups or individuals who will either buy or help sell your book, as well as newsletters, book signings, and a plethora of other options. Building this platform is not easy. There’s hard work involved, so once you get the ball rolling, why wouldn’t you care for and maintain it?

Newsletters

Newsletters are the easiest way to keep in touch with your readers, but there are some pitfalls that authors need to understand before you launch out. First, who goes on your newsletter list? The plain and simple answer is this—only folks who sign up or register for your newsletter. Never add an email address to your newsletter distribution list unless you have permission. This happens all the time as I sit across from authors at conferences. They take my card, go home, and automatically add me to their distribution list. It never occurs to them that I might teach at ten conferences in a season and meet with over 200 writers only to have them all add me to their lists. Suddenly, I am receiving hundreds of unwanted emails in my work stack. Please don’t assume that faculty members have the time or space to read hundreds of newsletters. If you have a newsletter, ask permission before adding. I personally unsubscribefrom those letters, but the problem is that many writers do not have an unsubscribe option on their newsletter. You need this option, and honestly, you should have it. Without this, I’m stuck getting more emails than I can read. There are two ways left: write the author and ask to be removed, or mark the letter as spam. I don’t do either of those. I don’t have the time, but others might. That brings up a second issue—spam. If several readers mark you as spam, you can suffer a consequence.

[tweet_box design=”default” float=”none” inject=”#Writing #BRMCWC #Writinglife”]Practical Ways to Care for Your Writing Platform by @CindyDevoted on @BRMCWC[/tweet_box]

Here’s an example: Recently, I saw an uptick of several thousand email addresses added to my account. My signup is available on my website, which utilizes MailChimp as its email distribution platform. I didn’t think much about this because I had already posted on Facebook that I wanted to expand my newsletter reach. With an additional chunk of followers, it didn’t occur to me that there was a problem. MailChimp failed to send my newsletter, and when I checked why, it had bumped me into a higher distribution package due to the additional addresses. I paid the difference and thought things were good. Until I spoke with my webmaster about an issue on my site, who informed me that he’d had several clients report seeing a sudden uptick in addresses in MailChimp. “Check your list and be sure these addresses look legit,” he said. As I was checking the list, MailChimp decided to send the letter it had failed to email earlier. Emails were sent before I could stop them. Those on the receiving end who got uninvited emails marked me as spam. That generated a rather nasty letter from MailChimp telling me about the legal end of spamming readers…bla, bla, bla, “we will shut down your account.”

That said, with one keystroke, my newsletter distribution list —a key part of my platform —was wiped out. It cost me a couple of hundred dollars and a slew of readers because I don’t personally know the email addresses of everyone. A hard lesson learned, and though I didn’t personally add these addresses to my list, I paid a price. To reiterate, don’t add individuals to your distribution list without their explicit permission. Never assume agents, publishers, and editors need additional email. As much as they’d love to have the time to read your letter, they simply do not. It’s not personal. Readers who don’t want your email may mark it as spam, and goodbye platform.

Author Events

Too often, I’ve attended author events where numerous authors set up tables with book displays. Event planners expect that authors will mingle with visitors—makes sense, right? However, many times authors pull up a chair and watch visitors pass by, offering them only a nod or a smile. These days, author events and book signings are not always profitable, but as much as you’d like to make a few dollars, don’t view these events as money-makers. Look at them as people connectors. This is your opportunity to step up to a reader, introduce yourself, and solidify a new person to your platform. These opportunities are golden. As humans, we crave relationships, and when one is developed, people want to be a part of the success. Be an active participant in your author event. I can attest that if you are a debut author, the book signing at Barnes and Noble seems really exciting, until you get there and find that bookish buyers refuse to make eye contact, fearing you’ll ask them to purchase a book. You may spend the bulk of your four hours smiling until your jaws ache and never make one connection or sell one book. Practice being warm and inviting. Introduce yourself. Be kind. Meet people.

Is it easy? No, it isn’t. Will you connect with every buyer? Nope. However, your kindness will leave a lasting impression. I once stood at the door of B&N and opened it for folks coming in. When they were ready to go, I stood there, smiling, and opened the door. As people remarked that I was still there, my response was, “Yeah, the things an author will do to meet you. Can I give you a bookmark with my book on it? Take a gander. You might find it interesting.” I slipped a bookmark and business card in their hand or bag, smiled, and opened the door. Most of the time, people returned the smile and even gave me a thank you. The point is networking. Don’t be a knot on a log at your author event. Stand up, greet people, and be kind and inviting. You’ll make an impression.

Write a Note

 The age of writing notes is passing. Fewer and fewer people take the time to write a note. One of the most important things you can do to care for your readers is to respond to them. For most of us, our lists of people are not so huge that we can’t take a second to answer a letter from a reader. I recently read a book that I fell in love with. The author lives across the pond, actually in Germany. I knew there was a language barrier, but this book and this author deserved a note, so I took a chance and sent him a message. It was simple, but I genuinely meant the compliments I shared with him about his book. Once I hit send, I figured that was that—until…

I got an email back. And not just an email, but a beautifully written letter that let me know how much my note meant, not only because I liked the book, but also because I took the time to write and tell him. The working words here are “took the time.” Don’t forget the old ways, even if you’re too young to remember them. Start a new habit. Think out of the box and write a meaningful note. There may come a time when you can’t—one last thing. When I was a child, my mother taught me to write notes. In fact, as a 10-year-old Girl Scout, she had me earn the Collector’s Badge. My job was to write hundreds of notes to famous people and ask for their autograph. My collection showcased Watergate and featured numerous high-ranking government officials, none of whom I knew. They sent photos with their names penned on the front, but the one I remember and the one I have framed in my home is Norman Rockwell. Why? Because he wrote a quick note and drew a little sketch of a puppy. He made his return letter personal. I felt seen, acknowledged, and special. Notes make a difference.

My new friend across the pond may not remember my name, but he’ll never forget the mountain girl from Tennessee, USA, who liked his book and sent him a note.

Take care of your platform. They’re not just lines on a page. They’re your fans. Your readers. The people who love your work. Caring for them will make a lasting platform that will span years.

Cindy K. Sproles is an author, speaker, and conference teacher. Having served for a number of years as a managing editor for Lighthouse Publishing of the Carolinas and Ironstream Media, Cindy now works as a mentor, coach, and freelance editor. She is the co-founder of Writing Right Author Mentoring Services with Lori Marett and the director of the Asheville Christian Writers Conference. Cindy is also the co-founder of Christian Devotions Ministries and www.christiandevotions.us, as well as www.inspireafire.com. Her devotions are in newspapers and magazines nationwide, and her novels have become award-winning, best-selling works. She is a popular speaker at conferences and a natural encourager. Cindy is a mountain girl, born and raised in the Appalachian mountains, where she and her husband still reside. She has raised four sons and now resorts to raising chickens where the pecking order is easier to manage. You can visit Cindy at www.cindysproles.com or www.wramsforwriters.com.