Publishing professionals often distinguish between books that are “marketable” and books that are “lasting.” The two are not always the same thing.
A marketable book usually has a strong hook — an idea that can be pitched quickly and easily. It may tap into current conversations or feel highly commercial. It grabs immediate attention.
An enduring book, however, tends to operate on a deeper level. It speaks to universal emotional truths. It captures something timeless about childhood, fear, love, belonging, grief, curiosity, hope, or identity. Children return to enduring books because they continue finding themselves inside them.
Many books achieve temporary popularity because of trends, publicity, or timing. Far fewer remain beloved decades later.
What gives books longevity is rarely trendiness. It’s emotional resonance. Think about the books that shaped your own childhood. Chances are you don’t remember them because they reflected a temporary cultural fad. You remember them because they made you feel understood, comforted, challenged, delighted, or transformed.
Writers sometimes become overly focused on trying to write something “sellable.” But the books that truly last are usually written from a place of authenticity rather than calculation.
The irony is that emotional honesty often becomes the most marketable quality of all.
Incidentally, if you’re interested in learning how to bring more authenticity to your writing, the amazing Derrick Barnes is going to be giving a presentation on that subject at this year’s Picture Book Summit on October 3rd, 2026. It’s 100% online, and you can attend from home in your PJs. Our other keynote speakers are Deborah Underwood and Brian Lies, plus we’ll be offering workshops, and agent and editor panels, and submissions opportunities. Find out more at picturebooksummit.com
