4 unexpected ways to make your book a perennial bestseller

The 4 best takeaways and a book review of Perennial Seller: The Art of Making and Marketing Work That Lasts by Ryan Holiday–plus a free downloadable PDF art print to inspire you to become a perennial seller!


“That book has taken on a life of its own.”

I blinked at this—what did that mean? It was 2009, and I was working at a Big 5 publisher in New York.  I had asked one of the senior editors about a backlist book that was still selling and selling, even after 10 years.

The book was a perennial seller for the publishing house. It had built momentous word-of-mouth and now needed almost no help from the author or publisher to keep it selling steadily.  You can recognize these books because they wave you down with numbers: “2 million copies sold,” “now published in 15 countries!”

how to write a perennial seller book 1

What I wanted to know was exactly how that book had become a perennial bestseller. Was it the author’s platform? Was it the idea? Had they marketed the heck out of it?

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Why talent is a myth, and the 3 things you actually need to be a bestseller

Why writing talent is a myth, and the 3 things that can actually help you become a bestselling author.


I was scrolling through my Instagram feed on Monday when something stopped me:

“I’m afraid I’m not talented enough.”

It was a caption on a pretty photo of a journal, and it was by a young writer who wasn’t sure she should keep going.

I could almost picture the real scene. The paralysis and anxiety about opening her manuscript. The embarrassment and self-criticism over what she’d written already. The fear that it was all for nothing. The escape to social media so she wouldn’t have to face those hard feelings.

I know it all, because I’ve been there, too. Who wouldn’t rather watch panda videos instead of doing the hard work? (She says as she Googles for panda videos…)

But anyone who’s ever written anything, from a novel to a blog post to a pitch letter, has had those same sinking feelings.

What if we don’t have what it takes? What if we’re not talented?

This nagging fear crops up everywhere, and it makes us wonder if, no matter how much effort we put in, we’ll just never be any good. We say we want to write, but then life gets in the way. Yet if we’re honest with ourselves, what’s really keeping us from writing?

It’s us. Our own fear.

The fear that we’re not talented enough.

how to become a bestselling author

But here’s what I’ve come to realize, after nearly a decade of working with writers and successful authors: that person who seems “talented”? They just have more experience.

It may seem like talented is a natural state for some, but that’s because all we see is the output of today and not the inputs of their entire lives. It’s a totally bogus construct. Most likely, that person began paying attention to writing before you, or maybe, through luck and circumstance, they have more time each day to pay attention to writing. They’ve simply accrued more hours on their experience meter, or they’ve had higher quality inputs. They’re not innately “better” than you–I promise!

What do I mean by inputs? I know we’re not machines, but I’ve always found it helpful to think of the creative mind like a container, one which has both inputs and outputs.

The output—the quality of your work—can only be made with the inputs that already exist in the container. Inputs can be anything. A creative mind is like a sponge, and it sops up anything and everything it finds interesting, even if it has no immediate use for it.

Inputs can be:

  • Books
  • Magazines
  • Art
  • Music
  • TV shows
  • Advice
  • Classes
  • Research
  • Nature
  • Conversations

See? Anything. But the key is:

The more high-quality inputs you have, the higher-quality your output is.

If you started reading The New Yorker at 7, you will be a better writer than most people, simply because you’ve absorbed the cadences of good writing. If you’re reading US Weekly and corporate memos most days, your inputs are mucking up your mind, and you may have to unlearn some bad cadences and turns of phrase.

Since we can’t see most people’s inputs, we assume their superior output is coming from someplace else: their talent. Instead, it’s coming from their superior inputs.

Which, trust me, is great news: it means all you have to do to up your game is fill yourself with the best writing, reading, and other inputs you can.

But fears are like whack-a-mole. You finally stop worrying about whether you’re talented, and then you start worrying about whether you’re self-disciplined enough. Or smart enough. Or clever enough. Or literally [any adjective] enough. Instead, we need to unplug the game and go get a drink at the bar. Um, I mean…stop letting the moles run the show.

That’s what separates bestselling authors from struggling authors. They know that the fears will always be there, but they don’t let them run the show.

Instead, bestselling authors have 3 deep beliefs about themselves and the world that make them completely unstoppable.

That’s why I believe that part of the work of being a writer, blogger, or creative of any kind is character-building. Without methodically developing these 3 beliefs, just like you methodically develop your writing or photos, you can only go so far.

Here are the 3 beliefs that separate bestselling authors from the rest:

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How is your writing going?

It’s our anniversary on Sunday! Jarrett and I are off to Richmond for the weekend, which is where we met and got engaged, and I’m crazy excited to stay at the new Quirk Hotel.

quirk hotel in richmond

Isn’t it pretty?

I may also be a complete lunatic and pack up my wedding dress to wear in the room…or around the lobby, if I’m brave enough. It’s just that I adore this dress, and it’s not fair that I’ve only gotten to wear it once.

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So I’m taking a cue from this smart chick and wearing it again. And yes, Jarrett’s wearing his suit again. We might even recreate a few of our wedding photos. And we will definitely be eating the Dexter Cider Mill donuts (our “cake”) that are stashed in our freezer.

Did I mention that I can’t wait?

But in the meantime, I wanted to ask you a quick question: is there anything in your writing life that has you completely stumped lately? We talked all about our reading lives a few weeks ago in our survey, but now I’m curious to know how you guys are feeling about your writing.

For me, I’m feeling stumped about how to balance it all—I adore working with authors, writing + editing proposals, writing here to you guys, coaching my authors through the publishing process, and writing for The Kitchn now and then. I just want more time. Someone package me up and send me a bundle of time. (There’s a cooking joke in there somewhere.)

So I’d love to hear: what’s your biggest obstacle in your writing life right now?

I’d love to hear all about it, and the more details you can give me, the more I can try to help you out!

No fancy survey today—just email me at maria @ cooksplusbooks . com and let me know what’s on your mind. I LOVE hearing from you guys, and you can bet I will read and respond to every single one of your notes.

Can’t wait to chat!


As a thank you…

I’d buy you a drink if I could, but let’s go for the next best thing: a cocktail recipe! Here’s a Cucumber Jalapeno Gimlet recipe Jarrett developed a few weeks ago. It was GOOD. Really good. And it’s exactly what you need for soaking up these last few weeks of summer.

Cucumber Jalapeno Gimlet Recipe

cucumber jalapeno gimlet recipe

Makes 1 cocktail

For cocktail:
  • 5 slices of cucumber + more for garnish
  • 1-2 slices of jalapeno, seeds removed (optional)
  • ¾ oz. lime juice
  • 2 oz. cucumber gin
  • ¾ oz. mint syrup
  • Club soda
For mint syrup:
  • 5-6 mint leaves
  • 1 cup water
  • 1 cup sugar
For cucumber gin:
  • 3-4 cucumber slices
  • 1 cup gin
For the mint syrup: Add 5-6 mint leaves to 1 cup of water in a small saucepan. Add 1 cup of sugar and heat over medium-high heat until sugar dissolves, about 5 minutes. Let steep until cool, then strain out mint leaves.

For the cucumber gin: Chop 3-4 slices of cucumbers and place them in a glass with 1 cup of gin. Refrigerate for 10-15 minutes, then strain out the cucumber.

For the cocktail: Pour the mint syrup into a shaker along with 5 slices of cucumbers and 2 slices of jalapeno (optional). Muddle, then add the lime juice and gin. Add ice up to level of liquid, and shake vigorously for 20-30 seconds. Double-strain into chilled coupe (or a Collins glass filled with ice, if you prefer); top with a splash of club soda. Add a cucumber or jalapeno slice for garnish.

Cheers!


What I’ve Been Reading This Week

Your Literary Twin, According to Your Myers-Briggs Personality Type (Carolyn Stanley for PureWow): Here’s a fun one for the weekend! I’m an INFJ, which means my literary twin is Jane Eyre. Who are you?

How to Write Your Book and Blog at The Same Time: 7 Strategies for Succeeding at Both (Chad R. Allen): I get asked about this all. The. Time. I’ll let Chad answer it this time–he has 7 great actionable steps you can take right away to get this issue sorted out. I think you’ll find this really helpful!

The Secret Life of a Book Manuscript (Thomas E. Ricks for The Atlantic): I love the subtitle for this piece: “A best-selling author submits a draft to his editor. Hijinks ensue.” I remember that feeling of getting a manuscript in from an author and realizing it was not the book you had signed up. It still makes me shudder. This is such a well-written and fascinating look at what happens when you need to take your manuscript apart and put it all back together, and how this can happen even to bestselling authors. So don’t stress if editing is tearing you up–you’re in great company.

How the Silent Book Club Gave Me Back My Reading Life (Maggie Downs for Literary Hub): Would you go to a public space to read silently with others? Here’s what Downs thought of it: “There aren’t enough words to convey how good this feels. I’m the mother of a toddler, and carving out reading time for myself has been a challenge. During the day, I’m either working or playing with my child. At night I can’t crack open a book without the crushing guilt of the dirty dishes or the overflowing laundry hamper or, hell, my actual professional work.” Me? I would totally do it.

The ‘New York Times’ Books Desk Will Make You Read Again (John Maher for Publisher’s Weekly): “Its chief critic took a buy-out. It’s consolidating like crazy. But the Gray Lady’s books team is neither flailing nor failing. Here’s what it is doing.”


What We’re Eating This Week

We were normal! Yes, we ate some pretty normal and home-cooked things this week, for a change. Nothing fancy–just the food, ma’m.

Monday: Mondo burrito bowls with charred corn and ground beef that Jarrett accidentally seasoned with thyme. (There HAS to be a cooking joke in there somewhere.)

Tuesday: Creamy Miso Fettucine with Brussels Sprouts from The Love & Lemons Cookbook, but with almonds instead of cashews, broccoli instead of brussels, and umami paste instead of miso, because apparently I never have the right ingredients for anything. It’s the thought that counts?

Wednesday: I am still crushing hard on these lentil bowls. My plan is to make them every week until I get tired of them and ruin a good thing. Hooray!

Thursday: Wine for dinner. I mean. We will order food, too. But we’ll be at Maxwell for a friend’s birthday, and you know how Thursdays go. #EntirelyMadeUpRationale

Friday: PIZZA NIGHT! I’m not excited except that I am, and it’s been months since we’ve had a shameless Friday pizza night. There will be plenty of salami and arugula on my pizza, plus my favorite roasted broccoli from Back Pocket Pasta. Yes and yes and yes.

Happy weekend!

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The 5 best books for writers

Jarrett came home from work the other day waving a new book, which one of the editors at his office said was essential reading for writers. Excuse me, I said, but we have that book already, and I could have told you all about it if I had known you wanted more reading assignments.

(I’m always telling Jarrett, “You really should read this book—you’d like it!” when I finish a book. I think his backlog of books I really, really think he should read is really, really long and really, really ignored.)

I was in such a huff that someone had beat me to recommending On Writing Well that I pulled out my yellowing copy from the shelf and forced on him a dramatic reading of my favorite quotes as we ate dinner. (I’ve learned that the best place to trap someone is at the dinner table, and I think this is a free and fair trade for all the cooking I do.)

Anyway, as Jarrett sat rapt, or maybe bored, I told him all about how, at my first job as an editorial assistant at a NYC publisher, one of the executive editors had called me into her corner office, handed me a stack of 10 books about writing, and told me to start there, but that I could come back for more soon.

I had been working as a paralegal at a law firm beforehand, so I thought it was the coolest thing ever that I got to read books about writing instead of police reports. But 10 books is no small stack, and I didn’t know where to start.

best books for writers

So consider this my starter stack for you—these are the 5 books I’d most recommend to any writer, whether an aspiring writer, an established writer, or anyone who has to write or blog for a living. These are the best books for writers; the best books to teach you how to get published; the best books to make you feel less alone and hair-pull-y all the time.

Maybe others have beat me to recommending some of these books on writing to you, but I promise not to get huffy about it, and I hope you’ll still find one or two new gems here:

 

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