practical tips - Digital Marketing by Burak Bakay

Tim Ferriss’ book Tools of Titans describes the routines and convictions of 101 top achievers, including IT investors, business owners, athletes, and artists. You can succeed by adopting the behaviors and viewpoints of those who are successful in your preferred field.

Our summary focuses on the book’s major themes of habits, showcasing patterns in motivation, work and business success, happiness, and health across all 101 individuals.

Inspiration and Goals

Visualizing long-term goals is a common habit among titans, as it provides clarity and motivation for the hard work ahead. Arnold Schwarzenegger, for example, stresses the importance of having a clear vision of the end goal, as it helps endure the challenges and pain on the way. Knowing why you’re pushing hard makes the journey easier.

Be Courageous. Be Brazen

Feeling unprepared to tackle a big goal? You may be holding yourself back with artificial constraints. Titans advise pushing past these boundaries, whether self-imposed or societal. Remember, every admired titan faced formidable obstacles just like you. The difference is their courage to push through.

Tim Ferriss’s Fear Exercise

Overcoming fear can be achieved through Tim Ferriss’s fear exercise. Firstly, imagine the change you wish to make, then consider the absolute worst possible outcome in vivid detail. Ask yourself how bad and permanent the damage would be, and how likely it is to happen.

Next, envision the best and realistic outcomes and how they would improve your life. Through this exercise, you’ll realize that even the worst outcome isn’t permanently crippling, and you can recover even if you fail.

Work Habits and Career

After setting your goals, productivity strategies are essential to make progress in limited time. Titans advise on laser-focused prioritization of opportunities that align with your goals.

Instead of getting caught up in minor tasks, prioritize big rocks first, and evaluate opportunities based on the “hell, yes!” rule. Avoid the “culture of cortisol” by focusing on goals and cutting out unnecessary activities that cause unhappiness.

Deciding What to Work On

Advice for choosing a career path in a world of endless options:

Become a double/triple threat by being above average at two or more things and combining them.
Augment your career with useful skills like communication, management, sales, finance, and internationalization.
Make an impact by working in a field where you can’t be easily replaced.
Example: Tim Ferriss chose to focus on self-improvement instead of becoming a venture capitalist because he could make a greater impact on people’s lives.

Personal Habits

The book features highly disciplined and goal-oriented individuals, and offers advice on personal habits. Success comes from action, not just knowledge.

Start with small actions to build momentum towards your goals. Identify and confront your weaknesses, and imagine your future self giving advice to overcome them. Don’t make excuses for your weaknesses, visualize the real costs and work towards improvement.

Creativity and Ideas

To generate more good ideas, focus on quantity over quality. Don’t be afraid to generate bad or silly ideas, as they can lead to good ones. Challenge yourself to come up with a certain number of ideas each day, even if they’re not all business-related.

To think of ideas, ask dumb questions, question conventional wisdom, and put yourself in new environments. Remember, being imaginative is more important than being right. To do innovative work, you need to believe something that few others believe.

Testing Ideas

How to identify good ideas from a pool of many? It’s difficult to be objective about your own ideas, as you may not see the bigger picture or spot flaws. To ensure that an idea is worthwhile, seek feedback from others who can stress-test it.

Investor Marc Andreessen and co-founder Ben Horowitz, for instance, scrutinize every idea they bring up to each other. LinkedIn founder Reid Hoffman gauges his staff’s mettle by whether they push back on given strategies.

Meanwhile, the military employs “red teams” whose mission is to sabotage plans to challenge their efficacy. If an idea can withstand such critical evaluations, then it is likely a good one.

Business Strategies

Entrepreneurial titans shared their tips on starting and growing successful businesses. Rather than having millions of followers or being a global superstar, you only need 1,000 true fans who will buy anything you produce.

Authenticity is key, as people crave connection and realness. Don’t be afraid to differ from societal expectations to be yourself. When it comes to business tactics, think 10 times bigger rather than 10% bigger, avoid hyper-competitive areas, and charge for your product. Failure should be avoided, and quick execution is essential.

Happiness and Mindset

Success isn’t just about productivity and achieving goals; being happy and emotionally in control is important too. Titans practice gratitude and reflect on their lives, focusing on what worked and taking risks.

When dealing with negative emotions like anxiety, stress, and anger, it’s important to stay calm and acknowledge the emotion rather than suppressing it. Being cynical or jaded is like being dead; it’s important to keep an open mind and stay curious.

More Useful Questions to Ask

Redesign your life now, instead of waiting for $10 million. Tim Ferriss found that his desired lifestyle cost less than he thought, and the resource he lacked was time, not money. Try doing the opposite of what you normally do for 48 hours to find new successful ways of doing things. When you lose something like an investment or opportunity, don’t try to make it back the same way you lost it. Tim Ferriss sold his house instead of wasting time managing it, realizing that his time was a valuable asset that could be used to grow his brand and business.

Contagious by Jonah Berger suggests that word of mouth is the key to making things popular. For something to be contagious, it must be interesting enough to spark conversations. Berger offers tips on how to use word of mouth to popularize products, art, articles, and ideas.

Part One of our guide examines Berger’s reasoning for why word of mouth reigns as the top influencer of popularity.
Part Two delves into his three-step approach for generating word of mouth: attract, engage, and benefit your audience.

Our insights will include a blend of psychological research and alternative viewpoints, providing a more nuanced perspective on Berger’s strategies. Additionally, we’ll showcase real-life examples and offer practical tips on how to tailor them to your own product or concept.

Part 1: The Source of Popularity

Berger’s analysis centers on the origins of widespread popularity, encompassing ideas, products, and internet content. He puts forth two key assertions: firstly, the traditional assumption that three factors underlie popularity falls short of capturing its essence; and secondly, popularity stems from word of mouth.

Conventional Wisdom

Berger introduces the typical views on product popularity, which commonly attribute it to three factors: affordability, quality, and advertising volume. Yet, he posits that while these factors may play a role, they aren’t the decisive aspect that determines popularity, meaning they can’t solely generate it.

Word of Mouth and Popularity

Berger identifies word of mouth as the genuine catalyst of popularity. It’s frequent, trustworthy, and targeted.

People frequently discuss products they’re interested in, trust personal recommendations, and word of mouth automatically targets an interested audience, further amplifying its popularity.

Part 2: Generating Word of Mouth | Step 1: Attract Your Audience

Berger proceeds to outline how to stimulate word of mouth. He presents six principles that we’ve divided into three key steps:

Capture your audience’s attention
Engage your audience
Add value for your audience

Initially, Berger suggests two marketing tactics to attract your target audience: creating public visibility and utilizing effective triggers.

Method #1: Create Public Visibility

To attract an audience, Berger suggests making your product visible in public. When people see your product frequently, they begin to think about it more often. To ensure visibility, prominently display your product’s name or logo, as seen on computers, sneakers, and headphones. If public use isn’t feasible, find an alternative way to display your product, such as offering a free branded item like a water bottle to customers.

Method #2: Use Effective Triggers

Use effective triggers to promote your product. Triggers are reminders that link to something else and automatically make people think of your product. For example, an ice cream brand can associate their product with sunny weather, making sunny weather a trigger that reminds people of their brand.

Berger suggests that an effective trigger needs to be relevant for a long time so that people encounter it frequently. To achieve this, he offers two methods:

Make the trigger highly relevant to people’s everyday lives by connecting it to a common phrase, activity, or feature of an area. For example, a business based in New York City connects its product to traffic jams, which its target audience encounters frequently.
Ensure that the trigger will remain relevant for weeks, months, and even years into the future. This creates a more effective trigger than one that connects your product to a temporary trend or uncommon occurrence, such as vampires around Halloween.

Step #2: Engage Your Audience

Berger stresses that merely attracting an audience is insufficient, as you need to sustain their interest in your product to generate word-of-mouth.

Method #1: Inspire an Emotional Response

Berger suggests evoking high-arousal emotions like anger, anxiety, awe, amusement, and excitement to generate word of mouth. Marketing can use humor, breathtaking photos, or other methods to inspire these emotions and motivate people to talk about the product.

Method #2: Tell a Story

Berger suggests integrating your product into a captivating story to engage your audience and generate word-of-mouth. For example, PepsiCo’s Superbowl commercial in 2019 made their product an essential part of the story by using the phrase “Is Pepsi okay?” as a central theme.

Step #3: Benefit Your Audience

Berger advises that in addition to attracting and engaging your audience, it’s essential to offer them something valuable that motivates them to talk about your product.

Benefit #1: Social Currency

Berger suggests that your product should give customers “social currency” by making them look interesting and influential when they talk about it. If talking about your product doesn’t make someone look good, they’re unlikely to generate much word of mouth.

Berger suggests three ways to make your product or idea a source of social currency: making it remarkable, applying game mechanics, and using scarcity and exclusivity.

Making Your Product or Idea Remarkable

Berger suggests making your product remarkable by highlighting its unique or innovative features, as people enjoy talking about extraordinary things that make them seem remarkable as well, increasing their social currency. Gillette’s launch of the world’s first five-blade razor in 2006 is an example of a remarkable product that was prominently featured in their marketing.

Applying Game Mechanics

Berger advises using “game mechanics” to your product or service, such as reward points or bonuses for frequent customers, to create a sense of accomplishment. When customers feel a sense of achievement, they are more likely to talk about it, thus generating word of mouth and increasing social currency.

Using Scarcity and Exclusivity

Berger suggests that scarcity can create social currency and generate word of mouth by making customers feel exclusive. By indicating limited supply or potential sellouts, customers may boast about their exclusive status, generating interest in the product. For example, first-class airplane seats provide extra benefits, making passengers feel special and likely to share their experience with others.

Benefit #2: Provide Practical Value

Berger suggests that one way to generate word of mouth is by making your product or service useful and providing practical value. This could include things like money-saving tips or life hacks that make people’s lives easier. When people find something useful, they are likely to share it with their friends and family, which can lead to more word of mouth about your product or service.

Berger suggests two ways to make your product a source of practical value that generates word of mouth: offering discounts and providing useful information.

Discounts can save people money and motivate them to tell others about your product. Providing practical tips or advice can also make people eager to share with their friends and family, creating word of mouth. Berger recommends limiting the information to three or four simple and engaging points at a time to ensure that people will read it and find it interesting.

Additionally, sharing information about how your product solves common problems can also be an effective way to generate word of mouth.