The Perennial Seller by Ryan Holiday is an inspiring look into how to create and promote products that stand the test of time. In this book, Holiday provides an in-depth look into the strategies used by some of the world’s most successful marketers to create timeless businesses and books. He uses unique case studies and anecdotes to demonstrate the secrets of successful ‘perennial sellers’, offering invaluable insight into the world of marketing and product creation.
The book opens with an inspirational passage from Steven Pressfield, a successful author, screenwriter, and entrepreneur that reads, ‘“The secret of life is to bring something of timeless value into existence. Create something that lasts, something that retains its freshness, no matter how many years have passed.” Holiday takes this sentiment to heart and spends the following chapters researching and exploring why certain products have lasting appeal, while others have a fleeting appeal.
Holiday explores multiple strategies used by perennial sellers that feel relevant even to modern consumers. For example, he identifies the concept of content echo, a ‘cumulative effect’ where continued ‘spikes’ of content about the product keep it top of mind for potential customers. He uses the example of ABC’s hit TV show, ‘Lost’, to illustrate how multiple refrains of the series theme (the ‘echo’) were repeated in its ads, in the content itself, and in the show’s many interviews and online content.
In another chapter, Holiday unpacks the sales curve of ‘promulgation’, or the initial bump of interest that follows the launch of a product, as well as the three potential paths that happen after its launch. He identifies the ‘trough of disillusionment’ of most products as a period of disinterest or low engagement, but he encourages readers that this does not need to be the end of its life in the public eye. He discusses strategies for creators to maintain interest in their product, such as creating positive associations, developing complementary products, and empowering influential fans.
Holiday also provides strategies for how to plan a product launch and draw attention to your product. He emphasizes the importance of keeping long-term goals in sight and looking beyond ‘shiny objects’ or quick tricks like giveaways that may draw short-term attention but don’t yield lasting customer loyalty. He dives into the importance of brand storytelling and weaving narrative into a marketing strategy. He also encourages readers to “be the shepherd” of their product by pushing its success continually, even if it fluctuates in stages of popularity.
In the final chapter, Holiday shares the importance of a long-term outlook and understanding that “You have to outlast disappointment, eschew shortcuts, and take a strategic approach.” He emphasizes the importance of celebrating success, looking for silver linings in critiques, and trading short-term rewards for long-term success.
The Perennial Seller by Ryan Holiday is an insightful and unique look into the world of marketing and creating timeless products. With an array of case studies and an inspiring outlook on success, this book is an invaluable asset for entrepreneurs, content creators, and marketers alike.
