From the point of view of a long time collector. These are what I look for.
1. Carry and use your knives.
2. Passion towards your profession and other makers progressing.
3. Go to shows when you can and have at least a few knives for sale at the show (not before the show, but just a few at the show.)
The reason I say that is to let people who have not seen your work see it.
I also like all the other suggestions listed so far (well maybe not giving Rick grief).
4.For longevity sake, leave hype to your customers. Make each knife better than the last and let the knife speak for itself. When it comes to over the top marketing, in just about about every case I have seen the over the top stuff might be successful for a short time, but in the long haul it has done more harm than long term good than the temporary flash in the pan.
YMMV. (Just because it is my opinion, it may not be the right thing for you.)
"There is no further education to be gained by the second kick of a mule"
We are starting to organise another scurvy relief fund raffle. Contact me if you are interested in helping out. Thank you.