Joseph Mutidjo, writer, Smallbiztechnology.com
On his second go, Timothy Ferriss needed just 10 days to hit the top spot on the New York Times bestsellers list.
Ferris, a modern day renaissance man and famed author of the previous #1 bestseller 4-Hour Work Week, tackles rapid body redesign in his new book, The 4-Hour Body.
It turns out Ferriss didn’t just rely on his notoriety to propel book sales, but employed a bit of crafty social media marketing. In a recent interview with Steve Rubel of Edelman Digital, Ferriss reveals three key marketing tactics he applied to achieve his latest success. Here’s a summary:
1) Involve your users. Ferriss engaged his loyal blog followers in the early stages of his book development, polling them for input, and getting them on-board from the start.
2) Embrace video. Ferriss believes video is an essential promotional weapon. His book campaign includes a movie-like trailer (see below) with tons of visual pizazz—a marketing technique Ferriss says has never been utilized for a book before. He posted it on YouTube and let it spread through social network channels.
3) Empower your users. On book launch, Ferriss enlisted his followers to help spread the word. He created a contest with exotic travel getaway prizes to determine who could be the book’s most successful marketing ambassador.
It’s a good bet Ferriss’ book will start a new trend or two. His previous book got busy execs thinking they definitely needed a virtual assistant to help with daily tasks. Perhaps Ferriss will push pu-erh tea into the spotlight as the next weight loss supplement.
The rapid rise of The 4-Hour Body is proof Ferriss has online marketing chops—just one more achievement to add his resume.