'The 4-Hour Workweek': A Case Study in DIY Marketing

Steve Rubel at Adage reports on the recent success of Timothy Ferriss' best-seller, "The 4-Hour Workweek." Rubel says "Unlike other monster bestsellers, "The 4-Hour Workweek" has had almost no marketing or PR support. Ferriss has not been on Oprah, nor does he have any splashy ads running in business magazines. (He does have a catchy title and an alluring too-good-to-be-true premise that resonates with many in our caffeinated, always-on world.) But more importantly, he reached this orbit by personally getting to know online influencers and being in the right place at the right time."

Additionally, Rubel goes on to say,"There are three tangible lessons in Tim's story: 1) Go where bloggers are. 2) Be there with a message and a story that will appeal to their interests, not yours. 3) Nurture the relationships online and off. Agencies can replicate this success. The challenge is to do so while maintaining margins."

You can find out more about who bloggers are and where they talk by reading my post, Do Marketers Know Who Blogs? How Can They Find Out?

Source: Adage