How to Build an Author Platform (Even if You're an Introvert) with Shelby Leigh

Many writers dream of publishing their books, but often feel lost when it comes to marketing them. The phrase “build your author platform” gets thrown around a lot, but what does it actually mean? Do you need to post on social media every day, start an email list, or build a website before your book is even finished?

If you've ever felt unsure where to begin, you're not alone. That’s why I invited Shelby Leigh, a book marketing strategist and founder of Marketing by Shelby, to share her practical framework for building a genuine, sustainable author platform. Shelby's approach removes the guesswork and shows you how to grow your visibility step by step without feeling forced, fake, or overwhelmed.

In this post, you'll learn what an author platform really is, when to start building yours, what to focus on, and how to reach readers in a way that feels authentic to you.

What Is an Author Platform and Why Does It Matter

Your author platform is the foundation of your writing career. It's the system of places and touchpoints that allow readers to find you, follow you, and stay connected. It can include your website, your email list, and one or two social platforms where you consistently show up.

Think of it as your author ecosystem. Every time you post, send a newsletter, or update your website, you're strengthening that system and giving readers another reason to come back. 

A well-built author platform builds trust long before your book is even published. Readers feel like they know you, and when your novel finally releases, they're ready to support you because they already care.

📎 Further Reading: 5 Steps to Building Your Author Platform

When to Start Building Your Author Platform

Shelby recommends giving yourself six to twelve months before your book's release to start building your platform. That timeline gives you space to experiment, connect, and establish consistency without the stress of an upcoming launch.

If your book is already written or published, it’s not too late. Readers connect through familiarity, not timing. Every post and email helps strengthen your visibility and keeps your work top of mind.

Starting early helps you learn what works best for you. By the time your book comes out, you’ll already have a community that knows and trusts you.

📎 Further Reading: Book Marketing Secrets, with Shelby Leigh

What to Focus On When You're Ready to Build

Once you know when to begin, the next step is understanding what your platform actually includes. Shelby explains that an author platform has three main parts that work together to create visibility and connection.

• A social platform where readers can discover you and engage with your personality.
• An author website that acts as your professional home base.
• An email list that lets you communicate directly with your audience.

Each of these areas supports the others. Together, they form the foundation of your long-term marketing strategy.

Step #1: Create a Simple Author Website

Your website is your digital home base, the one place online that truly belongs to you. Social media algorithms change every month, but your website is yours to control. It doesn’t need to be complicated or expensive. A clean design with a few essential pages is enough to start.

Include a homepage that introduces you and your writing, an about page that shares your story and interests, and a contact page that invites readers to sign up for your newsletter. Keep it clear, friendly, and focused on your ideal reader.

Step #2: Start an Email List You Own

An email list is the single most powerful tool for long-term connection. It lets you communicate directly with your readers without worrying about algorithms or reach. Start by inviting visitors to your website to subscribe. You can offer a small bonus—a free short story, a playlist, or a printable checklist—but even a warm welcome message is enough.

Your first email might introduce who you are, what you write, and how often subscribers can expect to hear from you. After that, consistency is key. Write to your list once or twice a month. Share updates about your writing, lessons you’re learning, or reflections that resonate with your audience. The more honest and conversational your tone, the stronger your relationship becomes.

📎 Further Reading: Overcoming The Fear Of Marketing With Alexa Bigwarfe

Step #3: Choose One Social Media Platform

The biggest mistake most writers make is trying to be everywhere at once. You don’t need to manage five accounts or chase every new trend. Instead, pick one platform where you enjoy spending time and where your readers naturally hang out.

If you write romance, Instagram or TikTok can be great visual spaces. If you prefer short written thoughts or conversations, Threads or Facebook might feel easier. The key is to focus on engagement rather than numbers. Comment on posts from other writers, share small glimpses of your process, and make your content about connection rather than constant promotion.

What to Share Before You Have a Book Out

Many writers freeze because they don’t know what to post before their book exists. Shelby’s advice is simple: share what you love and let readers in on your process. Readers enjoy following the journey of a book from idea to publication.

You can talk about the themes or tropes you write, books that inspire you, or lessons you’ve learned about creativity and persistence. Share your playlist, your writing rituals, or the “why” behind your story. The goal is to help people connect with your personality and values. When you finally announce your book, your audience will already feel invested in your success.

Use the “Show, Sell, Story Tell” Framework

Shelby teaches a simple content rhythm called “Show, Sell, Story Tell.” It keeps your marketing natural and balanced.

Show means giving readers a glimpse into your interests and your world. Post about the genres, characters, or themes you love. These moments show that you understand the kind of stories your readers want.

Sell means confidently promoting your work when the time comes. By the time you reach this step, your audience will already feel connected to you, and promoting your book will feel like a conversation rather than a sales pitch.

Story Tell means sharing your journey. Talk about what inspired your latest idea or how you overcame self-doubt during revisions. Personal storytelling builds trust and reminds readers that there’s a real human behind the words.

Common Mistakes Writers Make With Author Platforms

Every writer struggles with self-promotion, and it’s easy to fall into common traps. The first is trying to appeal to everyone. When you aim for universal appeal, your message becomes too generic to resonate. Be specific about who your ideal reader is and create for them.

The second mistake is inconsistent branding. Readers should recognize your tone, visuals, and energy wherever they encounter you. If your Instagram feels playful but your website feels formal, readers might get mixed signals. Keep your message and aesthetic aligned.

The third mistake is overthinking every small detail. Fonts and colors can wait. Building relationships and sharing your message matter most. Shelby often says that perfectionism is just procrastination in disguise.

How to Prepare for a Confident Book Launch

A strong author platform makes launching a book easier and more enjoyable. Once your community trusts you, they’ll be eager to celebrate with you. Shelby recommends starting with a clear plan. Announce your title, cover, and release date in stages so you build anticipation over time.

Invite a small group of supporters to become your launch team. Give them early access in exchange for honest reviews or social shares. During launch week, communicate often but stay authentic. Thank your readers, share behind-the-scenes updates, and focus on gratitude instead of pressure.

Remember that a launch isn’t a one-week event—it’s the beginning of your book’s life in the world. Keep posting, emailing, and connecting even after publication day. Each interaction extends your book’s reach and keeps new readers discovering your work long after the initial excitement fades.

📎 Further Reading: 10 Surprising Lessons From My First Book Launch

Final Thoughts: Connection Over Perfection

Building an author platform doesn’t have to feel overwhelming. You don’t need to reinvent yourself or become a marketer overnight. The goal is simply to connect—to create spaces where readers can find you, understand you, and grow alongside your writing journey.

Start with one platform, one email list, or one consistent habit. Over time, those small steps compound into something powerful. As Shelby Leigh says, you don’t have to be loud to succeed; you just have to be authentic.

When you focus on genuine relationships, your platform becomes more than a marketing tool. It becomes an extension of your creative voice—a bridge between your stories and the people who will love them most.

👉 Want more help right now? Check out these free resources:

• Listen to the Fiction Writing Made Easy Podcast for weekly writing guidance
• Take the Author Success Blueprint Quiz to get personalized next steps for your writing, editing, and publishing journey

Grab my free guide to see how real writers (like you!) pushed past these roadblocks to finish their novels: 5 Writing Roadblocks Keeping You Stuck & How to Break Through.