Ryan Holiday’s new book Trust Me, I’m Lying recently hit #1 and #2 on the Amazon sales & marketing lists. Pretty epic stuff, really. Everyone who’s read it – except for HARO’s Peter Shankman has loved it.
Shankman hates it mostly because it exposes HARO for what it i (for good and ill), and he’s financially invested in HARO. We can forgive that sentiment (but not the violence he advocates) because, as Upton Sinclair said:
“It’s difficult to get a man to understand something when his salary depends on his not understanding it.”
Any time new order comes to disrupt the old, we can expect the old order to be mad. They will cut down the new order, call it names, and in Shankman’s case threaten physical violence (if ryan were there). Because information is spreading “at the speed of thought” these days, there are more silos of power that will be attacked and disrupted, and the “old guard” will be much younger.
This book takes on a lot of people, such as:
- MG Seigler
- Michael Arrington
So, how does this translate into building a book that’s a #1 and #2 bestseller at the same time?
Easy: run-through walls raving fans. Ryan has a permission asset- his incredible reading list. That list was the beginning. He was able to recommend books with enough skill and aplomb that when it came time to ask for a favor a thousand or so people gratefully responded. – and bought his book. The other part was to spin stories and prove his ideas. He manipulated HARO to show that crap ideas can get passed around by top outlets. This was an object lesson to prove that his techniques work.
The third was to make friends with people: great people like Brian Clark, Derek Halpern, Jonathan Fields– to name a few – lined to him and subtly suggested that he push out the book on launch day. That was able to be enough to get people excited about it and aware of it.
That created enough buzz to make this happen and get it going.
Ryan, in Tribal Author said he was sold on book trailers after having seen the impact of ours.
We’re available for book trailers for the right project. We charge about $8,000 right now, and that’s going up. Let me know if I can be of service here, and maybe if you work hard, hire the right team, you can have the #1 and #2 spot in Amazon.
Congrats to Ryan!