Why “Platform” is Not a Dirty Word for Christian Writers
Have you considered traditionally publishing a book? If so, you are probably familiar with the fact that publishers want writers to have a “platform”, meaning an email list, social media presence, or other proof of people who have shown they resonate with what you have to say and are likely to buy your book. Many Christian writers balk at this idea because it feels antithetical to walking with Jesus. Platform-building seems prideful, self-glorifying, and self-promoting, which is the exact opposite of what Jesus taught us. As a result, we might try to avoid that part of the process and look for publishers who don’t require a platform, or we can choose to self-publish. There’s nothing wrong with self-publishing, but without a platform, you will have a difficult time selling your books.
Another objection that writers have against building a platform is that it feels like a frustrating hoop to jump through or a distraction from the real work of writing the book. We might prefer to let God promote the book so that we can just write it.
I believe there’s another way to view platform-building that is very much in line with our calling as Christians to pursue humility, glorify God rather than ourselves, and serve God and others with our gifts.
What is a writing platform?
First, let’s look at what a writing platform is and isn’t. When we think of a physical platform, we’re talking about an elevated structure that a speaker stands on to be more easily seen and heard. Can it be prideful to want to be raised above others? Sure. But it can also be a simple logistical method of allowing our message to be heard. A pastor stands on a platform. Jesus used a boat as a platform when speaking to crowds (Luke 5:1-11). Paul spoke in synagogues so as many as possible could hear the gospel (Acts 19:8). Were they being prideful? No, they were simply making it easier for their audience to hear what they were saying.
What we commonly object to is being placed upon a “pedestal”, which is a base or support structure for a statue. It’s designed to draw attention to the statue so others can admire it. Humans weren’t designed to be on pedestals. When we figuratively place pastors, leaders, and other public figures on pedestals, we assume that they can do no wrong or have achieved some sort of status that we should strive to attain. History has shown us that putting individuals on pedestals is sure to disappoint us when the person turns out to be a fallible human. Unlike a pedestal, a platform is simply a way to get our message out to more people more effectively.
Serving Our Readers
As a Christian writer, what does it look like to build a platform? It looks like creating content that serves our readers and glorifies God. “As each has received a gift, use it to serve one another, as good stewards of God's varied grace.” 1 Peter 4:10 (ESV) As we grow an email list through giving away free content, participating in collaborations with other writers, public speaking, and perhaps creating social media posts, we’re helping our readers through the message we have to offer. We’re serving them as we grow our platform. It’s not a necessary evil, but rather part of the ministry of using our God-given gift of writing to serve others.
Many years ago, I was on staff with Cru, a ministry to college students. Before I could report to my assignment, I had to raise financial support, just as many other missionaries do. It was natural to feel like support-raising was a frustrating but necessary task we had to accomplish before starting the “real” work of sharing the gospel with college students. Instead, we were encouraged to reframe our thinking to see it as part of the same work. We were networking and meeting new people, sharing with them the need for college students to hear the gospel, and inviting them to come alongside us as partners, both financially and in prayer. It wasn’t a frustrating obstacle to overcome, but rather a significant ministry in itself, integral to what God had called us to do.
Similarly, platform-building for the Christian writer isn’t just a frustrating first step to getting our book published. Rather, it’s an important part of the process, helping us to grow as writers, hone our message, and serve our readers. “Whatever you do, work heartily, as for the Lord and not for men.” Colossians 3:23 (ESV) As we write to please God, we want to do that with excellence, which comes from practice. Platform-building provides that practice.
Practicing the Craft
Writing a book is like running a marathon. Before someone even considers running for a straight twenty-six miles, they train by running shorter distances. It would be ridiculous to try and have the first race be the marathon. In the same way, we need to grow and practice our craft by publishing shorter-form content such as blog posts, social media captions, email newsletters, podcast episodes, or articles for online publications. As we write words for others to read, we’re flexing our writing muscle, becoming accustomed to receiving feedback, both positive and negative, and establishing a consistent routine for writing. We are also growing in our writing and communication skills so that our writing becomes clearer and more effective. “Do you see a man skillful in his work? He will stand before kings; he will not stand before obscure men.” Proverbs 22:29 (ESV) When we become excellent in our craft of writing, the natural outcome of that is that our work will reach more and more people.
Honing Our Message
Another benefit of this shorter form writing training is that it allows us to hone our message. As we write and publish in smaller contexts, we get a feel for what resonates with our readers. When they ask questions we hadn’t considered, we have the chance to grow and develop our message further and with more depth than we could have otherwise. We also learn what resonates with us. We may decide to pivot our message or refine who we’re writing for as we practice in public.
All the while, we are serving our readers by providing them with valuable content that serves them in the same way that a book will. You’ll be growing that group of readers who will buy your book once it’s finished and published. Growing your platform isn’t a waste of time or an unfortunate hoop to jump through - it’s an integral part of the work.
If you are hoping that God will promote your book for you without you building a platform ahead of time, I would say that prayer and God’s guidance should be over, in, and through every aspect of our writing. “And whatever you do, in word or deed, do everything in the name of the Lord Jesus, giving thanks to God the Father through him.” Colossians 3:17 (ESV) We can’t do any of it in our strength. However, that doesn’t mean that we don’t have a role to play. Platform-building can bring up feelings of inadequacy commonly referred to as “impostor syndrome”. We fear putting our work out there for others to read because we worry about rejection or feeling exposed. May I gently remind you that writing the book will bring up those exact same feelings, just on a much larger scale. We must lay those fears and insecurities at Jesus’ feet and ask him for boldness to do the work that book publishing entails, including the task of building a platform.
Do we still need to be cautious about our attitude and ask God to help us remain humble? Of course! Pride is always a threat that requires us to stay rooted in Scripture and filled with the Holy Spirit. “Do nothing from selfish ambition or conceit, but in humility count others more significant than yourselves.” Philippians 2:3 (ESV) But building a platform is not prideful by definition. It’s simply part of the work of stewarding our gifts and serving others with our words in a way that honors and glorifies God. It isn’t a “dirty word” or a process that Christian writers should avoid or dread. It’s an integral part of the process that helps us to practice our craft, hone our message, and serve our readers even before publishing a book.
If you’re looking for help in building a God-honoring writing platform, take a look at the Launch Your Writing Platform course. You’ll be able to work at your own pace as we walk you through deciding who you’re writing for, what your core message is, where to put your writing online, getting started with an email list, creating your personal brand, and more!