Susan Helen Gottfried is a woman with a healthy appreciation for loud music and larger than life characters. She's also a talented writer who has channeled her passion for heavy metal music into Trevor and Mitchell, front men of the band ShapeShifter. Set in the fictional town of Riverview (a kind of Anytown, USA) the rock 'n' roll lives of ShapeShifter and their fans are chronicled in the books THE DEMO TAPES (Years One and Two) and TREVOR'S SONG. After many positive comments, but no book deals, Susan decided to quit waiting on publishing trends and took the ShapeShifter gang to Smashwords (ebook) and Lulu (print) where their stories could finally reach an audience. Self-published authors are often perceived as not good enough for traditional publishing, but Susan defies that notion. Pulling double duty as both author/editor and publicist, Susan has seen the writing life from all sides, and her experience can help any author break out of obscurity.

In the last part of the How to Build Your Author's Platform series, I featured Dora Machado, a traditionally published author who came to platform building late in the game. For today's feature, I interviewed Georgia McBride, a YA author with a very different perspective. Georgia is not yet traditionally published, but she has an impressive social media presence, and is very active in both promoting her writing and mentoring and supporting up-and-coming authors. She also speaks to teens about writing, promoting within her target audience, and nurturing the next generation of writers. She has a background as a marketer and manager in the music industry, and has been a part of the launch of several teen and tween music brands including N'SYNC and Fall Out Boy. She's no stranger to promotion and branding, and her expertise can help both new and established authors refine their web presence.

TED: There are many ways to connect with potential readers and publishers. Which do you consider the most essential?

GM: You want both potential readers and publishers to recognize your name when the time comes. However, the attention span of a consumer (potential reader) is so short that spending lots of time trying to get their attention (and God forbid money) now, when there is no book/physical product to promote is like playing the boy who cried wolf. When you finally do have a book out they will be so tired of hearing about you, they may move right on past.

In part two of my series on Building an Author's Platform, I've asked a few authors to share their experiences. First up is Dora Machado, author of the Stonewiser series of award winning fantasy novels. Dora is a client of ours who has had great success with her debut novel, Stonewiser: The Heart of the Stone, and the sequels The Call of the Stone and The Lament of the Stone. All are published by Mermaid Press, a small press specializing in science fiction, fantasy, and historical novels. Like many authors, Dora poured all her energy and focus into achieving publication, and didn't give much thought to the need for a publicity platform. She was gracious enough to share her thoughts on publicity before and after the book deal.

What was your platform like before your first book was published? Did you have an online presence related to your writing?

I had no platform when my first book, Stonewiser: The Heart of the Stone was published. Zero. Zilch. Nothing. I'm embarrassed to say it, but it's true. I had been so busy writing that I had given little thought to the writing life away from the keyboard. In retrospect, I understand having an early platform may have helped me to publish earlier, but back then my mind was consumed by the idea of perfecting my manuscripts. I think writing can be such a demanding craft that sometimes it's hard to see beyond the end of a story.

Part two of this series is in the works, but I have so many great links and tips to share that I can't resist dropping in with a short post in between the meaty ones. Hopefully you've had a chance to read How to Build an Author's Platform: An Overview by now. If not, go ahead. I'll wait. All done?

The next thing I'd like to focus on is the art of crafting your pitch. It's all well and good to have an eye-catching web site and an engaging twitter presence, but what really matters is your ability to catch the interest of an agent or publisher.

In the past few weeks, there has been a surge of interest in the topic of building a platform. Agent and industry blogs are buzzing about the importance of having a platform, but few are pointing to resources for authors. To help fill the gap, I'm starting a short series on platform building. I'll begin with a round-up of helpful links, then share tips on maintaining your platform, and focus on a few authors who are doing it right.

First off, what is an author platform? In its simplest sense, a platform is a public presence. This means you have, at the very least, a web site and an account on any of the major social networking sites. It used to be that book publishers would handle a fair bit of a book's marketing and the author's publicity, but these days the publishers expect you to do the lion's share yourself. In fact, most expect you to have a presence before you approach them with your manuscript. Yes, you need to have a platform before you have a book to promote.

It's more than the numbers

It is fairly easy to create a Twitter account and amass hundreds of followers, but publishers don't care about the numbers.