According to Seth Godin Tim Ferriss is a LIAR
March 9th, 2008
That’s right, Godin is quite clear, Tim is a BIG FAT liar! I am rather happy to break this news, although, I am surprised that it has not been written about before now.
For those of you who don’t know, Tim has a best selling book entitled, “The Four Hour Work Week.” The title alone conjures up visions of pina coladas, bikini clad beaches, and unlimited amounts of low effort, high paying work. If you are currently employed and find yourself stuck in a cube, or facing the monotony of a dead end job filled with daily drudgery, what could be better than a four-hour work week?
In my honest assessment,and in most cases, consumers aren’t really “buying the book,” but they are buying the dream of a life that is better than the one that they are currently living for $11.97.
Which is EXACTLY my point, and why, according to Godin, Tim Ferris is a LIAR because, “All Marketers are LIARS” and Tim is a genius marketer. To be even more to the point, it’s the story stupid (ITSS).
What is he marketing?
Lifestyle. Nothing more, and nothing less. Cognitively, we all know that there is no such thing as a four-hour work week. Well, there is, but it is actually called retirement! Don’t get me wrong; I am a huge proponent of less work and more play. Heck, if I hadn’t already escaped the cube and made my way to the Caribbean I would be studying Tim’s book like the Holy Grail.
Additionally, Tim is able to pursue and live his four-hour work week dream by writing about it online, marketing lifestyle design to the masses, and even attempting to educate people. As such, he has been able to get many people to “buy into the dream” via his book sales and stories. All the while allowing other people (consumers) to support his travel habit and work style, which I think is an absolutely brilliant idea!
In “All Marketers are Liars” Seth Godin uses the example of Fiji Water as a successful company. Seth asks the readers, “How did Fiji Water become one of the best selling brands of bottled water even though they tend to beone of the most expensive?” Seth’s answer, “Fiji is a winner because of the story the bottle tells.”
Likewise, let’s examine the story on the cover of “The Four Hour Work Week.”
The graphic of the person lounging in the hammock is quite visually appealing. Now, couple that image with the tagline, “Escape 9-5, Live Anywhere, and Join the New Rich” and you have the beginning of a GREAT story.
Seriously, who wouldn’t want to work less, lounge in the sun all day, and make buckets of money (what a marketing story!)? The combined textual and graphical elements contained on the cover pitch an almost more powerful message than sex as an advertising story. Which I believe has led (at least in part) to the appeal and success of the book. In fact, unless you are a porn star, extremely Zen, or a pro blogger the mental image of working less, especially when you are restrained in a corporate hierarchy, could almost make you giddy.
Why the opine on the Four Hour Work Week?
In honor of full disclosure, I must confess that this missive was partially inspired by a comment that I received from J.D. Meir on my recent guest post, Chasing Coconuts: From the Cubicle to the Caribbean, at AnyWired. J.D. asked, “I’m wondering what have you found to be the three most effective techniques/approaches for income on the Web?”
To which I replied, “As I am still working to establish my online presence I can only state that I think if you can tap into a core group of readers on an emotional level [with your story] (e.g. J.D. Roth, Darren Rowse, Yaro Starak, Leo Babauta, etc), then you can have monetary success on the web.” Of course, J.D.’s question was web specific, so I highlighted some success stories. But, the general principle carries over to goods, products (read: books), and services, as well.
With respect to the Four Hour Work Week, Tim has been able to tap into the same human emotion that makes people want to purchase lottery tickets, or maybe even try get rich quick schemes (Editor’s note: I am NOT saying Tim’s book is a get rich quick scheme.) because consumer’s believe that his book, lottery tickets, and yes, even get rich quick schemes, can lead them to the path of personal freedom enlightenment.
Also, the Four Hour Work Week addresses the drudgery of day to day living by providing possible help for people to create more fulfilling livelihoods and by offering hope, which is a very powerful antidote.
I am not sure if the figures are available but I would like to see some stats regarding how many people purchased the book, and how many are now actually working only four hours per week? Whatever the specific numbers, Tim and his stories, have been able to sell many books during a time when many people are no longer reading or buying books and that says a lot about his marketing ability.
Because, I too, am a firm believer in pursuing personal freedom and designing your lifestyle I would like to close this post with a quote I got off of Tim’s site: “Last but not least, remember: Just because they say it can’t be done doesn’t make it so. Just because it’s labeled “impossible” doesn’t make it even remotely impossible. Do your homework, micro-test like a mother, and trust your conclusions. You could be wrong, and you often will be, but… what if you’re right?” And just remember to tell a good story as you head on your way towards a dream life.
(Editor’s note: As I am just getting back into writing mode here after the almost sale of the site, I know that I have a few interviews that I need to post. I sincerely apologize to those who completed an interview and I will get them posted ASAP!)
Bookmark at:StumbleUpon | Digg | Del.icio.us | Reddit
March 9th, 2008 at 5:51 pm
I am so thrilled to see you posting again…. you have no idea. Thank you so much for the Link Love.
I was one who bought “The 4 Hour Work Week” and read the book front to back. The book was very motivating, but my life hasn’t changed much…I still make my money online, but I also still work at least 16 hours a day as I did before purchasing the book. :)
Shana
March 9th, 2008 at 6:00 pm
Hi Shana - THANKS for the comment! Of course, your interview is one that I still need to post and I hope to do it before the end of the week.
The non-sale of the website is kind of a crazy story that I will write about in the coming weeks…let’s just say I learned a lot about blogging return on investment.
March 9th, 2008 at 7:47 pm
I liked both these books. Great post putting them together!
March 10th, 2008 at 4:27 am
@socom sales - for some reason it struck me during last week that Tim Ferriss really is a tremendous marketer and he uses himself as “his” brand. Not that he is alone (Branson, Trump, etc) but still quite ingenious…and he gets to live the life!
March 10th, 2008 at 6:31 am
Brilliant post, Mark!
When I started reading it I thought it’s just another post reporting on something Seth Godin had said. But you blew me off! I love the way you used the “All marketers are liars” topic and attached it to a real person that we all know thus making the topic much easier to digest.
Regarding Tim F. though, I actually ordered his book from Amazon last week - well, you know, escaping the cubicle is my dream as well :)
However, I don’t expect to work 4 hours a week after reading the book, but if I can get even few good tips from it to make my work more efficient (so that I can sleep for more than six hours a night), I think it’ll be worth the money.
March 10th, 2008 at 6:35 am
Hi Jarkko - THANKS! I was hoping my little play on words in the title did not offend anyone and the fact that you “got it” means a lot :)
By the way, congrats on your new place over at NorthxEast!! Your posts have been really good!
March 10th, 2008 at 6:45 am
Thanks Mark! Writing for NxE has been a fun, interesting experience so far.
Stay tuned for quite an interesting post later this week ;)
March 10th, 2008 at 11:17 am
As a fan of both books, great mashup of them! I really like the links you sprinkled through as well.
March 10th, 2008 at 11:53 am
Hi Mark - I have been seeing articles on Tim Ferriss everywhere lately and whether he is doing it consciously, or not, the man knows how to market himself.
March 10th, 2008 at 12:42 pm
Awesome post Mark, you sure know how to write a well seasoned article with tons of relevant linkage sprinkled through it.
Personally I haven’t read Tim’s book. I admit I was tempted by the title.
I’m actually reading a couple of books that talk about the life “designed by dreams” right now and find them highly entertaining.
Thank you for the cyber hug too ;-)
Ah yeah, I might mention the titles here for those who want to take a closer look.
“Escape 101″ by Dan Clements & Tara Gignac
“X Marks the Spot” by Lea Woodward
March 10th, 2008 at 12:50 pm
Hi Monika - THANK you for the kind compliment!
Also, in recent months, Dan of Escape 101, has become a virtual friend of mine…I think because he is in the cold north and I am here in the Caribbean.
March 11th, 2008 at 7:48 am
I picked up 4HWW when I first finished college, during my last semester. At the time I didn’t know that people lived like Tim talks about in his book. It honestly changed the way that I look at the world. I’ve never been one who handles regular jobs well, but Tim’s book gave me some serious motivation.
Good times, Mark. This is my first time here, but I’ll be back!
March 11th, 2008 at 7:53 am
HI Cory - thanks for coming by and welcome!
I am glad to hear that you learned another way [of life] exists, other than the 9-5.
Of course, there is absolutely nothing wrong with a regular job but sometimes it is nice to know that there are alternatives out there.
March 15th, 2008 at 10:34 am
Im tired of seeing Seth Godins bald alien head on every web site. Are there no other people who have an opinion on marketing etc? Please.
March 15th, 2008 at 10:56 am
“Bald alien head…” that is hysterical!
March 15th, 2008 at 6:17 pm
Marketing is about articulating benefits. marketers don’t create a companies advantages they articultate them!
I fortunately also have a totally bald head; but then again The Baldchemist wouldn’t have one of the most succesful agencies without the smooth plate would it?
personnaly I have no wish to be part of the IM “market” with flashing lights, kicking and screaming begging me to be the millionth visitor. Now that is hard to believe.
But the fact that thousands click onto stuff like that shows just how many mugs there are out there.
If you want to learn about marketing then go to http://www.thebaldchemist.com We are not interested in traffic; there are no buttons to press; nothing to buy or sell; its not even SEO. Our site is for information to our punters. ( We are an ad agency).
Those calling themselves “entrepeneurs” and “marketers” haven’t the faintest idea about marketing and often are about scams and pyramid schemes. C’mon start to get real There are 100,000,000 plus sites out there now and increasing every day.
The Baldchemist
March 15th, 2008 at 6:20 pm
Oh by the way, I do live in paradise on Koh Samui Thailand.
Right on the beach. The Baldchemist
March 15th, 2008 at 6:34 pm
Hi Baldchemist THANKS for introducing yourself! Your website has some really great information.
How did you wind up in Koh Samui Thailand?
March 15th, 2008 at 8:46 pm
Thank you Mark. All I wish is to share the knowledge I have picked up over many years of marketing.
If you have time go to http://www.thebaldchemist/articles and you’ll see a lot more information that will greatly assist.
My belief is that people need to learn how to write clear compelling copy that arrests the intelligence long enough for it to act positively to business objectives.
Forget the use of cliches of the type: ultimate, unique experience etc.
Use a language that is interesting, fun ironic that addresses the reasons people visit. With of course good reasons to act.
How I got to live on Samui is a long story but as a european I long to get back to Europe; which we will be doing shortly. I miss my culture;the theater, the coffee lounges and my close friends and family.
I came to realise late in life that family is of prime importance.
By the way if you find something on our site that you would like to use- then feel free. No credits or links called for.
Just get as much joy as you can from every day.
When you are enjoying yourself you will be suprised at how much people want a piece of you and your work.
Dare to be different not for the sake of difference but because you and your punters want to stand out in a World full of comfortable mediocrity.
Take good care
The Baldchemist
March 15th, 2008 at 8:47 pm
…. and please no more awesomes! Big smile.
March 15th, 2008 at 9:15 pm
Just a thought… how would you like to run your own baldchemist multi-media from the carbbiean?
You’ll see that the clients we have on Samui along the right hand side of the page.
You could do the same in The West Indies or wherever it is you live. We would assist in direction etc.
The Baldchemist
March 19th, 2008 at 9:15 am
I had stumbled upon this page. I’m disappointed because I thought that maybe Seth Godin had finally said something original and useful rather than his constant stream of re-processed blog drivel. Now, I just see his name is being used to attract visitors to this page in a clever way. I will concede that “All Marketers are Liars” is a very good book, which I own. I just wish he could create something else worthwhile. One trick pony…just like Timothy Ferris. At some point, when I finish my own assessment of Timothy Ferris, his book, and why I think his book (while full of good information and useful to many degrees) perpetuates a harmful and damaging mythology…I’ll come back to drop in the link. While it is easy to envy T.F. and people like you…I can sum up how to do what you’re doing in two sentences: Don’t have kids. Buy a plane ticket. Probably wouldn’t sell many books though.
March 19th, 2008 at 9:27 am
Hey Matthew - THANKS for the insight! You make some valid points.
Trust me, I don’t agree with everything Tim Ferris says or does. What I had hoped to highlight in this post is the fact that he is VERY good at selling the dream.
I am most interested in seeing people move beyond FEAR and pursue whatever dream or goal they think will bring them personal happiness.
Definitely let me know whey you have finished your assessment.
March 19th, 2008 at 10:09 am
Matthew: I think your conclusion makes sense, it’s definitely easier when you don’t have kids.
But at least for me, having kids was the thing that really got me motivated of gaining more time for myself (= my family). So, in my plans there is no plane ticket (or not too many of them anyway) but instead the opportunity to be at home with my family.
I just started reading Tim F’s book today and I’m looking forward to getting some new insight from his ideas. I know it’s not a silver bullet, or miracle drug. But if it has some good ideas to get me closer to my goal, I think the book was useful… We can expect to get everything from just one book, anyway. :)
So, in other words, I’m on a mission to see if this (meaning something similar to the 4HWW, not sure what exactly - yet) is possible with kids, a mortgage and no plane ticket.
March 20th, 2008 at 10:04 pm
I bought the 4 h work week book from eBay after a friend here recommended it. I am a big fan of living the dream and never really fit into the 9 - 5 work world which is why I finally got smart and made it to the tropics ha ha. Never did finish reading it ( I stopped when I hit the first exercise) but I pulled it off the shelf yesterday to give it another go.
May 4th, 2008 at 12:00 pm
Hi Mark - Great analysis. Tim is definitely selling a dream. Most of us won’t actually work a four hour week and some of us wouldn’t want to. What the book did for me was to switch my mind from actually believing I needed to continue working 80 hours a week and inspire the idea of much longer vacations.
@ The Bald Chemist - excellent name for a site - I’ll definitely be checking it out. But, did you know, it really isn’t a smart marketing move to refer to customers as punters? Calling them prospects is another bad one also. I know you’re only saying it on here, but you’re trying to attract people to your site right?
May 5th, 2008 at 3:19 pm
Hi Cath - Thanks for visiting this post! :)
I have been having some server issues the past couple of days and I was pleasantly surprised by your comment…
Do you have a firm date for your move to Australia yet? You must be VERY excited. Please feel free to let me know if you need any tips on moving overseas.
June 11th, 2008 at 2:09 pm
I just found your post today. I’m really glad you said it. The whole 4 hour work week thing is all over the web, and, well, I never bought into it. Thanks!