Ryan Holiday wrote a marketing philosophy book disguised as a ‘sales’ book, and it’s fantastic.
The pressure to get success, right now, is a heavy burden.
Things seem to be moving so fast, don’t they? We’re tempted to be faster, stronger, better. To outwit, and out-hack all of our competitors. There’s so much pressure to be on top of everything — all the news, all the trends, all the latest in growth hacking, and SEO, and PPC, and social, and content marketing. I could go on and on. How often have you thought, “if we don’t do this now, we’ll miss our window!”?
With all that NOISE, it’s easy to forget that great work is great because it’s durable. It endures beyond fads, beyond platforms (remember Periscope?), beyond the latest thing that you just absolutely have to do right now to get noticed.
As a marketer, I spend a fair amount of time advising folks about how to get AWARENESS. But upon reflecting about this book, I’m realizing that I don’t spend enough time in dialogue with some of my clients about how durable their product or service is.
“Perennial Seller” by Ryan Holiday reminds us that to make things that stand the test of time, you must take the time to make them timeless.
The title gives away some of what you should expect in the book. Yet at the same time, I was blinded by the title! I saw the words “perennial seller” and had a MUST PURCHASE AND READ RIGHT NOW response.
And I did. I devoured the book quickly.
But note the title. “ Perennial Seller: The Art of Making and Marketing Work that Lasts”. Look at those bolded words. There is soooo much there!
What Holiday is aiming for is to shout out to the world that the goal should be to make and market something that will sell for a long time, not just in the weeks following a launch.
This is an anti-stunt manual.
He notes numerous examples of creations that had slower builds, but won out in the end — works that not only captivate the hearts and minds of large audiences over time, but that also become profitable hard-money empires.
For example, take Star Wars. Did you know that when the first movie came out in…