My notes on Timothy Ferriss Talk at LeWeb 2009 in Paris

Timothy Ferriss, Author, The 4 Hour Workweek

My notes on this Talk at LeWeb09 in Paris (See link below)

Promote your book on blogs / radio is the most effective way,

He sought out a target market FIRST – then developed it. his target market was 25-35 year old people –

He targeted 5-10 specific blogs. Wanted everything with a bang in 1 week and bombard them!

Kevin Kelly – 1000 True Fans – KK.org – Product Launch Theory (See link below)

To attract, retain and grow a fantastic base. – Data is King
Crazy A – follows click patterns. DE are interested in Tims Favourites. US =
care about all time favourites. It gave him HOW he would launch the book with a mix of on and offline media.

3 Points of 3 types of Media Exposure:

Necessary to trigger a cascade to trigger a global phenomenon,

The Tipping Points
1. Indirect – 43 Folders – getting things done.

He did a post on Tim Ferris First indirect exposure that triggered similar coverage’s. He did a podcast with Merlin.
Target the THOUGHT LEADERS that are read by the Traffic Leaders. (not @Oproah)
2. Scobelizer – Robert Scoble? – Mentioned it in passing. Today show interview put him to no 12 for 3 hours
3 Meta Meaning – Micro Persuasion. – Steve Rubella.

Then it became newsworthy.

Concept – Media/Pitching. Selling around the product,

It’s not as interesting to them as it is to you.
3 Selling around the product:
1. offering a movement or a cause – they don’t fit into time management. He =
created LIFESTYLE DESIGN a new category. Made it into popular vernacular.
2. Polarising – Geek to Freak. He did it 2 years before the book. It was selling around the product.
3. Once you attract you have to retain them
2 ways
1 – Forum
2 – Form own support groups

Sample Findings
Long article
Top left – Omission of time and date. People are addicted to NEW. So dateless if possible. He tracked all metrics. Traffic was going back to Twitter – still has the Twitter feed but its lower down. Self Defeating for your own attention!

Current hits versus all time – then you have more inbound links.
Research to retain – encourage them. Collect material that will be useful to your fan base.

Slickset.com
Twitter to direct
Videos and Photos
There must be some additional material to add to your video that they MUST = visit your site for!
Stumble Upon – also great.
Flickr – advanced search and no cost if attributed.

Non specific to books:
Daily Burger – Jimeney

Only 5 clickable elements
Remove horizontal navigation bar and improved sign up by 20%
Used Google website optimizer
2 changes – 16% up
join for free in the centre
Take the tour removed

Sometimes lest is more
Posterous – blogging by email.

How Apple use it.

He sat down with them
Whose it for? _ How will I use it?
The person should answer that – yes

Closing

Blogging and Social Media – Tucker Max.com

He was rejected by 26 Publishers.
Dear Mr Max – Letter went on the forum! Take the time to blog something as thorough

Plan big
test assumptions
Start small
1000 people is enough to start a cascade.

Also Click on the link below:

http://www.ustream.tv/recorded/2838490

http://www.kk.org/thetechnium/archives2008/03/1000_true_fans.php