PARIS - Tim Ferriss started his talk here in Paris a few minutes ago saying that his original title for his bestselling book was rejected by the publisher.
He then decided to use Google to bid for varying book titles and see which one would be more popular -'The Four work week' came out trumps.
Tim says that there are 3 tipping points for attracting mass attention in the media and that you should PPC: Phenomenize, Polarize and 'Communitize'. Tim opted to pitch his book at people looking to change their lifestyle in non-traditional ways.
He also stored media-grabbing stunts (like his experiment to gain 17kg in a short space) for just prior to the book publishing date in order to obtain links to his blog or book site.
His credo is that you should market test everything before deciding on everything from the book title to the content, especially where the publisher has no initial marketing budget (like in his case).' Whatever people think is right is probably wrong', he stated.
You can try www.slinkset.com to test ideas, he said.
Videos are a great way to attract views: e.g. "how to 'peel' hard boiled eggs without peeling" or "how to be Jason Bourne".
Here is Tim's presentation:
Ferriss - Le Web 2