Today’s guest post is excerpted from Perennial Seller: The Art of Making and Marketing Work that Lasts by Ryan Holiday, published on July 18, 2017, by Portfolio, an imprint of Penguin Publishing Group, a division of Penguin Random House, LLC. Copyright © 2017 by Ryan Holiday.
When I work on a project—with clients, but particularly with my own writing—I start by acknowledging a blunt but important truth: Nobody cares about what I have made. How could they? They don’t know what it is. And if they do know, still the average fan cares a lot less than I would like them to care. This too is undeniable—how can they care much about something they haven’t experienced the benefits of yet? They haven’t spent years living and breathing this thing like you have—not yet anyway.
Accepting your own insignificance might not seem like an inspiring mantra to repeat at the outset of a marketing campaign, but it makes a big difference. I always prefer to start from a place of reality, not from my own projections and preferences. Humility is clearer-eyed than ego—and that’s important because humility always works harder than ego.
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