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Authors Guild Launchpad: Platform Building for Self-Publishing Authors

Tuesday, July 23, 2024


1:00 pm Eastern


Platform Building for Self-Publishing Authors

Indie authors have the most control—and the most responsibility—in promoting themselves and their work. Some authors feel pressure to forge a brand or grow a platform, while others simply want to make themselves discoverable to more readers. Jane Friedman moderates this panel with authors Michael La Ronn and Matty Dalrymple from the Alliance of Independent Authors. We will discuss the various methods available to indie authors to market themselves to readers, and address common questions including:

  • Social media: Is it truly necessary? Do certain platforms work best for certain genres?
  • Online presence: How to best use a personal website and author profiles?
  • Newsletters and email lists: What type of content leads to more subscribers and sales?
  • Branding: How can design and messaging create a cohesive brand across platforms and from book to book?

A Q&A will follow the presentation; you can pre-submit a question when registering for the event. A recording will be made available for those who cannot attend live.

The event will take place via Zoom with automatic closed captioning. To request any other accessibility features, please email and we will make every effort to accommodate.


Matty Dalrymple is the author of the Lizzy Ballard Thrillers, beginning with Rock Paper Scissors; the Ann Kinnear Suspense Novels, beginning with The Sense of Death; and the Ann Kinnear Suspense Shorts, including Close These Eyes. She is a member of International Thriller Writers and Sisters in Crime. Matty also podcasts, writes, speaks, and consults on the writing craft and the publishing voyage as The Indy Author. She has written books on the business of short fiction and podcasting for authors, and her articles have appeared in Writer’s Digest magazine. She serves as the campaigns manager for the Alliance of Independent Authors.

Michael La Ronn is the outreach manager at the Alliance of Independent Authors. He has published many science fiction & fantasy books and self-help books for writers. He built a writing career publishing 10–12 books per year while raising a family, working a full-time job, and even attending law school classes in the evenings. Visit his fiction website at and his resources for writers at

Jane Friedman, moderator, has 25 years of experience in the publishing industry, with expertise in business strategy for authors and publishers. She writes and publishes The Hot Sheet, an industry newsletter for authors, which was named 2020 Media Outlet of the Year by Digital Book World.