Perennial Seller

1. Create work that stands the test of time

"There is no more somber enemy of good art than the pram in the hall."

Timeless creation requires sacrifice. To produce work that lasts, creators must be willing to dedicate themselves fully to their craft, often at the expense of other aspects of life. This means prioritizing your art over short-term gratification or easier paths.

Quality is non-negotiable. Perennial sellers are not born from rushed or mediocre efforts. They require painstaking attention to detail, multiple revisions, and a willingness to start over if necessary. Embrace the difficulty of the creative process and use it to fuel your best work.

• Key elements of timeless work:
  • Addresses universal human experiences or problems
  • Offers unique insights or solutions
  • Crafted with exceptional skill and care
  • Resonates emotionally with its audience

2. Invest in quality and uniqueness over quick success

"If you don't know who you're writing for or who you're making for, how will you know if you're doing it right?"

Define your audience precisely. Understanding exactly who your work is for allows you to tailor it to their needs and desires. This specificity paradoxically increases its chances of broader appeal.

Differentiate through bold creativity. In a world of endless options, mediocrity is quickly forgotten. Don't be afraid to take risks and challenge conventions in your field. Create work that provokes thought, sparks emotion, or solves problems in innovative ways.

• Strategies for standing out:
  • Find underserved niches or perspectives
  • Combine disparate ideas in novel ways
  • Perfect a unique style or voice
  • Tackle difficult subjects others avoid

3. Position your work strategically for maximum impact

"Positioning isn't simply a matter of moving words around on the page. It can be taking action or making a structural change in your product or organization."

Craft a compelling narrative. How you present your work is almost as important as the work itself. Develop a clear, concise way to explain what your creation is, who it's for, and why it matters. This "positioning" should guide all your marketing efforts.

Make strategic choices. Every aspect of how you package and present your work should be carefully considered. From titles and cover designs to pricing and distribution channels, each decision should align with your overall strategy and target audience.

• Key positioning elements:
  • Unique selling proposition
  • Brand identity and visual elements
  • Pricing strategy
  • Distribution channels
  • Launch timing and approach

4. Build a loyal audience through authentic engagement

"To survive that kind of catastrophe is if you have some way to go directly to your people."

Prioritize direct connections. Building an email list or other direct communication channel with your audience is crucial. This allows you to reach your most dedicated supporters without relying on intermediaries or algorithms.

Foster genuine relationships. Treat your audience as real people, not just consumers. Engage with them authentically, provide value beyond your primary work, and create a sense of community around your creations.

• Audience-building strategies:
  • Regular, valuable communication (newsletters, social media, etc.)
  • Behind-the-scenes access or exclusive content
  • Personal interactions (Q&As, meet-ups, etc.)
  • Collaborative projects or user-generated content

5. Market relentlessly but intelligently

"Marketing is the art of allocating resources—sending more power to the wheels that are getting traction, sending it away from the ones that are spinning."

Marketing is an ongoing process. Don't rely solely on a big launch push. Instead, view marketing as a continuous effort to connect your work with the right audience.

Focus on what works. Track the results of your marketing efforts and double down on the most effective strategies. Be willing to experiment, but also know when to cut your losses on ineffective tactics.

• Effective marketing approaches:
  • Word-of-mouth and referral strategies
  • Targeted outreach to influencers and media
  • Content marketing (blogs, podcasts, videos, etc.)
  • Strategic use of paid advertising
  • Leveraging current events or trends ("newsjacking")

6. Diversify your creative portfolio and income streams

"The best way to become an author is to write more books, just as a true entrepreneur starts more than one business."

Create a body of work. Don't rely on a single creation, no matter how successful. Continually produce new work to expand your audience and create multiple income streams.

Explore adjacent opportunities. Look for ways to leverage your expertise or audience in related fields. This might include speaking engagements, consulting, merchandise, or spinoff projects.

• Diversification strategies:
  • Multiple products or projects in your primary field
  • Collaborations with other creators
  • Licensing or adaptation of your work to new mediums
  • Teaching or mentoring opportunities
  • Investments in related businesses or creators

7. Embrace the long game and continuous improvement

"You're better off with a great salesman and a mediocre product than with a masterpiece and a moron to sell it."

Success takes time and persistence. Don't be discouraged by slow starts or setbacks. Many perennial sellers take years to find their audience and reach their full potential.

Never stop improving. Continuously refine your craft, learn new skills, and adapt to changes in your field. Use feedback from your audience and peers to guide your growth.

• Long-term success strategies:
  • Regular skill development and learning
  • Iterative improvement of existing work
  • Building and nurturing industry relationships
  • Staying attuned to market trends and shifts
  • Balancing creativity with business acumen

Last updated: January 24, 2025