Weekend Reading: “Perennial Seller” by Ryan Holiday

For the 132nd episode of The Marketing Book Podcast, I interviewed Ryan Holiday, author of Perennial Seller: The Art of Making and Marketing Work that Lasts.

In Perennial Seller, Ryan Holiday (author of multiple bestsellers including Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and Advertising and Trust Me, I’m Lying: Confessions of a Media Manipulator) explores the four essential phases of developing work that stands the test of time:

  1. The Creative Process
  2. Positioning
  3. Marketing
  4. Platform

He offers logical, step-by-step insights into the creative process from strategies capitalizing on marketing techniques to best practices for maintaining longevity. Why is longevity so important? Because the vast majority of revenue in the creative industries – from publishing to music to Hollywood – comes from content that’s over a year old.

How to make something last–whether it’s for a few months more than the average or for a century–has been my lifelong fascination. It’s also become a question central to my livelihood. Is there a common creative mindset behind work that lasts? How is it different from work that’s popular one day, gone the next? How do such creators think about the vocabulary used to package their work? What kind of relationship do they have with their fans and followers? Is there a pattern to perennial sellers that we can learn from?   

These questions are what led me to research and write this book.

A bit more about the book…

Douglas Burdett

Douglas Burdett is the Principal of Artillery, a B2B marketing agency and is host of The Marketing Book Podcast. He is a former artillery officer, Madison Avenue ad man and stand-up comedian.