Steven Pressfield is an American author of historical fiction.
Like most writers, success did not come easy. In fact, it was 17 years before he earned a penny from writing and another 27 before his first novel got published (The Legend of Bagger Vance, which was later turned into a movie starring Will Smith and Matt Damon.)
But his real break-through came when he wrote a book called “The War of Art.”
Maybe you’ve heard of it?
To give you a brief summary, this book is basically a guide to pressing through the barriers which hold you back from doing creative work. It’s sold well over a million copies and even after all these years, is still incredibly popular.
But there’s a good reason for this.
First of all, the title – which is basically a play on the “Art of War” – is brilliant.
Second, this book is primarily aimed at people in the creative field – writers, artists etc.
(More specifically, it’s aimed at people who want to write or make art.)
And this is really why the book is so popular.
You see, these kinds of products are a dime a dozen. There are literally hundreds on goal setting, motivation, success, and spirituality. Unfortunately, 99% of these books sink without a trace. But the reason why the War of Art succeeds – and continues to succeed – is because if differentiates itself.
Instead of being aimed at the general public, this book targets people in the creative field.
And this is why it continues to sell…year after year after year.
Moral of the story?
Whether you’re writing a book, creating a course, or designing a new product, it’s critical that you do something different. Whether it’s targeting a subset of the market (like The War of Art does) your packaging, or what the product does, you have to find a way to make yourself different and stand out.
Do this and you’ll drastically increase your chances of success.