This is how you create masterpieces that keep selling

The whole read is going to be my analysis of the book Perennial Seller by Ryan Holiday.

I'm a huge fan of Ryan's work, and it's my pleasure to show you the few strategies that he talks about in this book.

But if you want to know why you have to go with Ryan's advice, just google Ryan Holiday.

You'll see he's the guy who's holding the stoic philosophy up in the 21st century and that he is the descendant of the great philosopher Marcus Aurelius.

A Former Media Man

As a former media man and marketer, Ryan has completely transformed his personal brand into that of a Stoic Philosopher. If that isn't proof enough that his techniques work, I don't know what else is. (just a google it, you’ll see)

The book explores the essential principles and strategies for creators to achieve long-term success. It also stresses that relying solely on hope is insufficient for sustained success and emphasizes the significance of hard work and collaboration in any creative pursuit.

The want to get recognized

There is a desire of many people to be recognized without putting in the necessary effort. He emphasizes the need to return to the core of shared humanity in creating masterpieces. Drawing examples from various works of art and music, including Star Wars, Johnny Cash, Black Sabbath, and the Red Hot Chili Peppers.

“Lots of people,” as the poet and artist Austin Kleon puts it, “want to be the noun without doing the verb.”

I know a lot of them personally who want this, and I'm actually trying my level best to avoid them entirely from my life.

You have to be methodical

Holiday emphasizes the importance of being methodical and dedicated in creating timeless works. He challenges the idea that inspiration comes easily from the muses, emphasizing the importance of research and debunking false claims.

Because, with that said, research becomes essential. Without research and knowledge, it is difficult to create a timeless work. If you aim to create a masterpiece, chances are you won't succeed without research.

Some of you might disagree with me on this, and if I were you, I'd do the same too! But the thing is, if it's a poem or a painting, then yeah, doing it from your heart is what matters the most. But if it's a book or something, then yes, research is the key to making this masterpiece.

Create for one single person

Holiday also emphasizes the significance of creating for a single reader, suggesting that visualizing a specific person can aid in crafting impactful content which I have found to be helpful multiple times.

I usually write my posts and even this analysis with one single person in mind. It can be a different person for you, but make sure you write just for them.

Challenge Gaints

He suggests the idea of questioning the established norms, challenging influential organizations, shaking up teams, and possibly causing some controversy to achieve higher quality in creative projects.

Any masterpiece does this exactly. The iPhone was a disruptor, and Robert Green's books were banned in prisons. AI could supposedly end life as we know it. But the thing is, a masterpiece is created only when we challenge the status quo.

When I started El Mejor Coffee, I signed deals with three coffee farmers on an on-demand basis without the need for me to stock it up. However, the usual norm in the industry is to buy green beans in bulk and sell them as you receive orders.

If you buy them as green beans and in tons, it would cost around INR 450 per kilo. But if you buy them in very small quantities, it would be more than double the price. However, I was not worried about that. I could sell and build a brand around it, and I sold coffee at a premium.

Guess what, the customers were happy, and so were the farmers, as they received a much higher price for their produce. I was basically a dropshipper, but in fancier terms, a coffee connoisseur.

You have to get exposed

Holiday emphasizes the importance of taking initiative to get recognition for your work. Audiences can't magically know its value without exposure. You give out free samples, conduct webinars, go on podcasts, and so on if you have any intention of creating a perennial seller.

As creators we need to adapt ourselves and our work to fit the market.

Feedback is very important when creating great works. Holiday encourages creators to embrace this process. He says it's important to start with something measurable, like identifying the first buyers, participants, or supporters of a project.

These people might be your biggest fans or people who just trust you. But finding them is crucial. These are the ones who will be willing to pay you money for the product and also give you critically acclaimed feedback.

The 3P’s

The book points out three variables for success: positioning, packaging, and pitch. If you miss one, it surely won't become the masterpiece that you always wanted it to be.

As I've always believed, even before reading this book, it's true that people judge a book based on its cover. Covers are created to grab attention and distinguish works from others.

The only company that can walk on this planet with the worst packaging ever is Amazon. I'm not saying their product packages are bad, but for the love of God, Amazon has the worst ever UI on an e-commerce store that I've ever seen. Even wish.com is much better in my opinion.

But why do they win? Because they have an offer that people can't refuse, and there is not a single company in the world that has the distribution and facilities as Amazon does.

I've personally spent over at least INR 5 lakhs on Amazon.

What about short-term trends?

Holiday advises against chasing short-term trends when aiming to create a lasting product. He suggests aligning goals with like-minded people and avoiding distractions from industry charts and trends as it will lead you to a quick buck, but not a masterpiece.

Do you think I jumped on the minimalism design bandwagon just because Apple was doing it? Hell no, I wanted all of my products to reflect my personality and that's why my designs and brands all follow the same approach.

You call it simple, I call it user-first design.

The book emphasizes the importance of reaching more people and expanding without unnecessary limitations driven by fear.

Are you a sell-out?

Ryan talks a lot about the fear of "selling out" and the value of combining a skilled salesperson with a quality product as the ultimate dream. Because without marketing and selling, how do you think you can create a perennial seller?

I always say this whenever I get on stage, "Marketing is your second most important skill if you want people to know about your first."

Marketing efforts are crucial for creating word-of-mouth promotion. Anyone who is working in marketing will understand that the goal is to make sure people vouch for you, not just run ads and make money.

Let’s say that you are more likely to pick up and read a book that I recommend than a book that you see in an Instagram ad, right? When someone recommends it, it means that they are attaching their worth to that product.

And if you are a business, you need to find as many people as you can for the exact same thing.

A long-lasting example is the Centralia coal mine fire, which has been burning for decades. Ryan also acknowledges that achieving long-lasting sales may take time and sometimes may only be fully appreciated after the creator's death.

Van Gogh was never celebrated when he was alive.

The launch parties

The book discusses the importance of selling consistently and having successful launches, while also emphasizing the significance of finding dedicated fans and followers.

Holiday stresses the importance of making products easily available while still maintaining their perceived value.

Take this analysis, for example. For the Club+ members, it is going to be available for free! But for people outside of Club+, this is going to be priced at INR 300 or they can pay the same and join Club+ to get these for free every time I release them. (i’m not sure if Bhavya will let me do that)

If it were you, what would you do? Join the tribe, right?

And that's exactly what I want too.

Affordable not cheap!

Holiday believes that price is a useful marketing tool and suggests keeping prices as low as possible without making the product seem cheap, as there is a very fine line between cheap and affordable.

We could easily charge INR 1,000 a month for the Club+, but we choose not to do it because you are more likely to bring in a friend if you think you are getting more value than the price that you are actually paying.

We focus on building relationships instead of just making sales, and word-of-mouth marketing is very effective as the last 3 subscribers came from the network itself.

Where is your platform

Every creator needs a platform. Holiday defines a platform as a combination of tools, relationships, access, and audience that creators build over time.

He highlights the importance of genuine relationships rather than superficial networking events and that is the whole point why I limit the number of entries to my meet-ups.

Ryan also suggests that the best marketing strategy for a book is to begin writing the next one. Because if you rest on your laurels, you are going nowhere.

Additionally, if you start the next one, you are more likely to create a bigger buzz when it releases, and the previous one is also going to sell better than ever.

Playing the longer game

In "Perennial Seller," Ryan Holiday gives helpful tips and advice to creators who want to succeed long-term.

He talks about the creative process, marketing, and engaging with the audience, which can be useful for anyone who wants to create works that last and connect with readers.

And I would highly recommend you pick up this book if you want to build something that you want to be talked about for generations.

Key Takeaways:

1. Success requires hard work, collaboration, and dedication, not just hope.

2. Creating masterpieces involves dedication and research, rather than relying solely on inspiration.

3. Creating with a specific reader in mind can enhance the impact of your work.

4. Challenging the status quo and disrupting norms can lead to higher standards and greater success.

5. Seek feedback and start with measurable goals to track your progress in your creative journey.

6. Positioning, packaging, and pitch are critical variables for success in any creative endeavor.

7. Cultivate a platform that includes valuable relationships, tools, and an engaged audience to support your work.

C’mon now! Let’s make some timeless sh*t! 💪🏼😂