When you’re trying to make a name for yourself as an author, it’s tempting to aim for creating a single masterpiece that will set you apart from everyone else.
But from a marketing standpoint, the better long-term strategy might be to focus on producing consistently good work. One of the best examples to illustrate this point is, believe it or not, McDonald’s.
McDonald’s doesn’t sell the best burgers in the world. Yet it’s one of the most successful businesses ever. Why? Because McDonald’s has built a brand around consistency. Whether you’re in New York or Tokyo, you know what to expect when you order a Big Mac. That reliable, predictable quality keeps customers coming back.
Compare that model to a high-end gourmet restaurant. They might offer exceptional food at a high price, but they’re serving far fewer people. Their focus on perfecting every dish limits their customer base and reach.
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The same principles apply to authors. You might be capable of writing a literary masterpiece that wins critical acclaim. But if that’s your only book, or if there’s a decade-long gap between your major works, you’ll struggle to build a fanbase and maintain reader loyalty.
On the other hand, if you focus on consistently writing well-crafted stories and release them on a regular schedule, you’ll create a reliable author brand that keeps fans coming back.
Why? Because reliability attracts loyalty.
Whether they’re buying burgers or books, customers appreciate knowing what they’re getting. If readers enjoyed your last novel, they’ll be more likely to buy the next one if they trust it will deliver a similar level of entertainment.
McDonald’s customers don’t walk in expecting a gourmet experience, but they know the burger will meet their expectations. Similarly, readers who know you can deliver a solid story consistently will stick around.
In short, volume increases visibility. Just as McDonald’s serves millions of customers a day, authors who publish regularly get their books in front of more readers over time. That’s why a one-off masterpiece might make a big splash, but a steady stream of good work ensures you’re constantly reaching new potential readers. Each book you publish multiplies readers’ chances of discovering you. Taking each chance to build reader trust is the key to repeat business.
Because word-of-mouth marketing is the gold standard. Readers talk about what they love, and if you’ve built a reputation for consistently delivering good reads, they’re more likely to recommend you. Just as McDonald’s-level consistency breeds a following, readers will return to what’s familiar and dependable.
“Dependably good” beating “sporadically great” is another reason to avoid the pressure of perfection. Chasing a masterpiece every time you sit down to write can be paralyzing. If you aim to consistently put out solid work, you free yourself from the burden of making every book a life-changing opus. Like McDonald’s focusing on delivering reliably good burgers rather than Michelin-star-level meals, authors can produce more and market themselves better by consistently meeting expectations.
Now, that’s not to say you should abandon quality for quantity. Instead, think of your books like McDonald’s burgers: They need to be good enough to satisfy your readers every time; not the most brilliant words ever put to paper. The former, not the latter, is how you build loyalty. Because while a gourmet meal might impress a few people, a solid, reliable product served to a large audience is the path to sustained growth.
Remember: Producing one-off masterpieces might earn you accolades, but producing consistently good books will earn you a career.
The deep lore of Tolkien meets the brutal struggle of Glen Cook in the dark fantasy prelude to the acclaimed Soul Cycle.
I’m trying to figure out where non-functional ice cream machines fit in this analogy.
KDP’s broken algorithm.
Well-played, sir.