Perennial Seller Book Summary In Hindi By Ryan Holiday

0:00 Disclaimers. The things after launch, Sold for many years without advertising, that is known as "Perennial Seller". DDLJ released in 1995, is a "Perennial Seller". Even today people go to see this movie in Maratha Temple Mumbai. Even 24 years after the release of DDLJ, This movie is making money for producers through many different royalties. Book released in 1936, "How to Win Friends & Influence People". Even after 80 years, it is the best seller. Because even today people buy and read this book. To whom the whole of India knows, that Tom & Jerry and Parle-G are also "Perennial Seller". All over the world, in different categories, many products are there, that is 'Perennial Seller". Means that products have launched many years ago. And even after many years, people buy it. Ryan Holiday studied many classic products like this,

0:47 Why do some products sell for years without advertising? And why do people like it much? After much research, Ryan Holiday got to know some principles. That was common in every perennial selling products. Ryan got to know, that whatever the perennial selling products are there, That itself doesn't sell for long, But while making, they are designed by using some principles. That product sell for years. After knowing these principles, We can also make products like that, which people like much. Which sells for years. And for which people get ready to give an exorbitant price. Supposed that you are not a Steve Jobs. But then also you would want to create something. By which, people will remember you. But in this market, where every day new things launch, which types of product you can make, that become "Perennial Seller". And sells for years.

1:32 If you are a creator like a filmmaker, writer, musician, artist, or entrepreneur. Then this video is especially for you. Which will be very helpful for crafting timeless products. Anything sold for years due to only one reason. And that is "Word Of Mouth". Means the public themselves tell about your products to others. Your products can be "Word Of Mouth" to the public. When it is designed on these three principles. That is 1. Make it Timeless 2. Specific 3. Accessible. The First principle is "Make it Timeless". Solve any problem that is Timeless. That can't become old even after many years. Like Dale Carnegie's book "How To Win Friends & Influence People". Sells even after 80 years today. Because it solves a Timeless problem. That is Social anxiety. People are as social anxious today as they were in the 1930s.

2:19 And people would want to solve the same problem in future. How to talk interestingly with people? How to impress them? etc. So Dale Carnegie's book sold in the past, now selling in present, and in future, it will sell more. Which is the proof of Perennial Seller. Ask a question to yourself while building your products. Why will people buy my product even after 10 years from now? The answer is to design your product on the basis of recurring human problems instead of the latest trends. Because trends are temporary. That can't make your products Perennial Seller. Robert Greene's book "The 48 Laws of Power" will be a Perennial Seller. Because it is not designed on trending topics rather it is designed on the basis of recurring human problems. So even after 10 years from now, people will read to know, how to live in Power. The second principle is "Make it Specific".

3:06 People share only that product with others which they like from the heart. They will like any product from their heart, when that is specifically made for them. when people suggest any products enthusiastically to their friends and families. this is a very good product. Then that is very powerful marketing of the world. That can't generate any ad. And due to this Word of Mouth. The audience for that product increases continuously for years. Y Combinator founder "Paul Graham", says, "It's better to make a product 100 people love than a product 1 million people just like. The initial goal of every Perennial product is to acquire Raving Fans. That fans who like your product as much that they become marketers of your product themselves.

3:52 And it is only possible when that product is specifically made for themselves. Marketing Expert "Seth Godin", says, "Word of Mouth" begins with a single customer. Find only one person and him your product for free. If he liked it, if he got excited, then definitely he will tell their 10 more friends. Seth Godin believes that drive grows when one person recruits another person. And fans are made like this. The third principle is " Make It Accessible". There are many such things on the internet that are of your need. And also available for free. And still, you don't know. Because you never heard about it till now. Ted talks have millions of subscribers and billions of views on youtube. If Ted Talks would not be easily accessible on youtube then probably you would know about it.

4:37 Due to easily accessible and free of Ted Talks videos. People see and share as much, that, Ted conference organisers, charge for approx. $10,000 for attending the Talks . All the big FMCG companies of the world that grown, Because they made their product available from small villages to big towns at low prices. and made easily accessible. Amazon made shopping easily accessible. By which Amazon founder Jeff Bezos become the richest person in the world. As a general rule, The more accessible your product is, the easier will be to market it. Till now you known, that the self-sustaining heartbeat of any Perennial product, is "Word of Mouth". And to generate "Word of Mouth". Make your product, "Timeless Specific, and Accessible".

5:26 Now we will know, How to make "Timeless, Specific, and Accessible" to our product. Timeless, Specific and Accessible products are made in mainly two parts. "Making" and "Marketing". People want to make such things that become hit. But instead of tracking their progress in years, they started tracking it in microseconds. They want to make a Timeless product, but focusing on the immediate payoff and instant credifiction. Making such products is very hard that becomes "Need" instead of "Want". Timeless products can't be outsourced. You can't build a Timeless product by giving some money to a person or company. You have to work only, for that. Like Picasso can't hire any other person for his painting. who make classic paintings for him.

6:13 That he has to make himself. To make a Perennial selling masterpiece, Your aim should be from the start. Because world-class products are always made layer-by-layer and piece-by-piece. Adele's, Ariana Grande's, and Taylor Swift's songs are made by testing. One of which is the "La Cart Test". In which songwriter and music composer Max Martin himself, Like their listener, On the highway of Los Angeles, In the racing car, Test car by playing the song on full volume. By which he gets to know. In which condition does his actual listener listen to his song? What they will like? And what changes are required? And then he publishes his song worldwide. And later that song becomes hit among fans. Taking care of the making stage of Perennial products is the most important. Because if the product is useless.

6:58 Then no matter how much marketing you do, that product won't survive. The author of the worldwide best-seller book "The Alchemist". Paulo Coelho used to upload his book on the pirated tool's site "Bit Torrent". Because he believed that, It is the fastest, effective and cheap way to reach more and more audiences. By which he made his audience in the hard-to-reach country like Russia. A genuine creator should focus on building audiences instead of money at the start. Because you can't make audiences by money. But you can make money from the audience as much as you want. At the end, I would tell, Perennial products always sell, Because always talk about it. And they talk about it because, It solves Timeless Problems, It has a specific user, means Raving Fans.

7:43 And it is easily accessible that people can get it easily. So these are all principles, I've told you from Ryan Holiday's book "Perennial Seller". But there are many important things in this book, that can be very useful for you. If you want to buy this book. So the link to this book is given in the description. Thank You.