Platform: get noticed in a noisy world

Introduction: All the World's a Stage

Part One: Start With Wow

Create a Compelling Product

Bake in the Wow

Exceed Market Expectations

Beware of the Obstacles

Don't Settle for Less than Great

Give Your Product a Memorable Name

Wrap the Wow in Style

Part Two: Prepare to Launch

Accept Personal Responsibility

Think Bigger ... No, Bigger!

Define Your Platform Goals

Create an Elevator Pitch

Set Up Your Branding Tools

Assemble Your Pit Crew

Secure Raving Endorsements

Get a Great Head Shot

Develop an Online Media Kit

Part Three: Build Your Home Base

Understand the Model

Focus Your Efforts Online

Beware of Self-Proclaimed Social Media Experts

Start a Blog (or Restart One

Create the Content Yourself

Use a Blog Post Template

Maintain a List of Post Ideas

Write Posts Faster

Create Video Interviews

Don't Hire a Proofreader

Protect Your Intellectual Property

Avoid Common Blogging Mistakes

Create a Better About Page

Develop Your Landing Pages

Build a Speaking Page

Forget About Metrics (for Now)

Part Four: Expand Your Reach

Kiss Marketing Good-Bye

Understand What's Not Important

Generate More Blog Traffic

Build Your Subscriber List

Promote Your Older Posts

Write Guest Posts

Give Stuff Away

Stop Losing Readers

Watch These Metrics

Embrace Twitter

Understand Twitter Basics

Don't Write Off Twitter!

Devote Thirty Minutes a Day

Get More Twitter Followers

Keep from Getting Unfollowed

Use Twitter to Promote Your Product

Set Up a Facebook Fan Page

Employ Consistent Branding

Be Prepared for Traditional Media

Part Five: Engage Your Tribe

Get More Blog Comments

Don't Respond to Every Comment

Keep the Conversations Civil

Develop a Comments Policy

Practice the 20-to-l Rule

Monitor Your Brand

Defend Your Brand

Don't Feed the Trolls

Monetize Your Blog

Conclusion: Take the First Step

Appendix A: Comply with the FTC Guidelines

Appendix B: Post Ideas for Novelists.