The above video is a short presentation I gave at The Next Web Conference in Amsterdam.

It covers a basic framework for mastering any skill quickly, including languages, music, dance, and more.

What skill have you put off learning for longest… and why? Let me know in the comments. Perhaps I (or other readers) can help. Second, if you could learn one skill in the next six months, what would it be?

###

Important afterword:
NOTE — For my competition launched last week (not too late to join), roundtrip airfare is covered for all four winners.

Related content:
The 4-Hour Chef and Meta-Learning — 200+ pages on all I know about accelerated learning
Total Immersion: How I Learned to Swim Effortlessly in 10 Days and You Can Too
Scientific Speed Reading: How to Read 300% Faster in 20 Minutes
How I Deconstruct Languages (scroll through the list)

How do you create a viral video?

I am asked this quite a lot. I’ve been asked by authors, TV producers, and first-time Kickstarter entrepreneurs. In my experience, the answers are the same for all of them.

In this post, I’ll deconstruct one example: The 4-Hour Chef (4HC) book trailer, which is now the most-viewed non-fiction book trailer of all time. Roughly 1.5 million views and counting.

Before we dig in…

First, let’s make a distinction: creating a “viral” video is not the same a creating a “popular” video, but both can be valuable.

If you use ads to drive 1,000,000+ views, a video is not viral; it is popular. If your views come from organic sharing (or incentivized sharing like DropBox), it can be considered viral.

This post is also intended as a companion to my post, Behind the Scenes: How to Make a Movie Trailer for Your Product (or Book), which goes into equipment, planning, and (tons of) other details that I’ve omitted here.

For later — below are resources that will save you a TON of time and tail-chasing…

Feel free to skip the box for now if you like:

VIRALITY RESOURCES:

YouTube Channel stats – http://vidstatsx.com/
Viral video chart – http://viralvideochart.unrulymedia.com/all
Trending videos – http://www.youtube.com/trendsdashboard

Good blog posts on the topic, probably in this order:
-http://gawker.com/5912376/
-http://www.socialh.com/a-little-bit-of-math-measuring-virality/
-http://tinyurl.com/bnowj55

Outlets that cover trends and tools in online video well:
-Reelseo.com
-Tubefilter.com
-http://newmediarockstars.com/

YouTube Creator Playbooks
– http://www.youtube.com/yt/playbook/index.html
– http://www.youtube.com/yt/playbook/guides.html

Now, without further ado, here’s how we got ~1.5 million views for my latest book trailer…

Step 1: Storyboarding

This is like creating a comic book for the trailer, scene by scene. It’s the same process used by Pixar, among many others (video example here).

Here was my first stab for 4HC:

Click here to enlarge the below.

Click here to enlarge the below.

Optional Step 2: If Budget Allows, Assemble a Team

For the 4HC trailer, I brought in several specialists to help with production and promotion.

Please note that a team is nice-to-have and not must-have insurance. To date, my most viral video had zero budget. Here’s what gets you 4-5 million views:

That said, I like to tilt the odds in my favor whenever possible. Here’s my A-Team for doing so when funds allow:

- Directing and post-production – Adam Patch
- PR strategy and implementation – Ryan Holiday and BrassCheck
- Marketing, YouTube influencers, and experimental campaigns – Mekanism (Thanks, Jason and team!)

But how do you choose someone like Adam, if it’s not Adam? You ask for proposals, of course.

Typically, before you hire a production lead like Adam (who also acts as a general contractor for the production team), they will put together a proposal or “treatment”, which includes an itemized budget.

For 4HC, since I’d worked with Adam before, things started with my storyboarding and an in-person lunch with Adam.

Below is the 4HC “treatment,” cobbled together from our subsequent emails and conversations. It gives you a good idea of what you might expect you see:

4-Hour Chef video trailer Treatment

Step 3: Shot List and Logistics

Once you agree on look and feel, you have to roll up your sleeves: it’s time to scout locations, find talent (if needed), and choose specific shots for a to-do list (the “shot list”) that you check off as you film.

Special thanks to Chris Young and the amazing ChefSteps team for letting us use their Mr. Wizard-like food lab in Seattle. We shot the entire trailer in Seattle as a result. Here’s the kind of fun we had (see first 15 secs):

Our full shot list is below. Note that “CU” stands for “close-up”, and “TT” stands for “tabletop”.

Step 4: Shooting Principal Footage

Not much to say here, other than shoot a TON of material when you have the chance. It’s easier to edit down than to add extra shooting days.

Below an example of original footage that will be magically changed in the next step. Here we used one of my favorite books as a stand in:

Step 5 – Editing

The first step is to cut down hours of footage into 120 or fewer seconds. This is tough but important work.

If you make the finished product look polished enough for broadcast, you might have opportunities (or make opportunities) to get it on major TV. Here’s the process I used to get bookings.

The 4-Hour Chef trailer was featured as my introduction on everything from Dr. Oz to The Hallmark Channel. It’s the perfect adrenaline rush and sales pitch wrapped into one. Especially for short-form TV interviews — typically 3-4 minutes total, with multiple hosts — you’ll be strained to get a word in edgewise. It’s fantastic to let your video hit the talking points, doing the sales job for you.

Now you have a “rough cut” of the trailer. This is first draft, without graphics or special effects.

Once the footage, cuts, and order of scenes is agreed upon, you arrive at “picture lock,” which means that the footage and length can’t be changed. Only at this point does it make sense for anyone to create time-consuming graphics, animation, or sync’d music. Something like this, for instance:

Here’s the complete progression from first “draft” to finished product. Can you tell what changes in each version?

Now that you’ve taken a shot, here’s the full commentary from Adam, taking you though it step-by-step:

And how exactly does Adam work his magic?

Let’s watch how Adam edits the opening atrium scene in The 4-Hour Body trailer, which also has roughly 1,000,000 views. But first, take a look at the finished trailer and notice the opening shot of me at my desk:

Now, we go behind the scenes:

Step 6 – Music

For The 4-Hour Body trailer, I chose music first (Splinter by Sevendust), which I then set visuals to. This turned out to be a licensing headache marathon, and I explain the whole how-to process here. And that was with the band offering it for free! For this new 4HC video, we had custom music produced after the video was complete. The talented Luis Dubuc provided a sync’d jam, and we were ready to roll. No fuss, no muss.

Custom music need not be expensive, and you can even use crowdsourcing with start-ups like Audiodraft. I’ve used them before as well (see here and here).

Step 7 – Launch and Promote

First, a super basic note on uploading. ENSURE YOUR VIDEO CAN BE VIEWED ON MOBILE DEVICES!

25% of global YouTube views come from mobile devices. I screwed this up for The 4-Hour Body trailer, and I’ve been unable to reverse the mistake and make it viewable on mobile; as a result, I’ve lost hundreds of thousands of views.

No option to change — shite!

So, avoid being a dumb-ass like me and get it right the first time. Back to launching once you’ve uploaded…

The 4-Hour Chef trailer premiered on HuffPo, then it was reposted to my blog here. When I announced the post my Facebook fan page, we promoted it through FB’s paid mechanism. Notice that this was all done on 11/7/12 and 11/8/12 — roughly two weeks before official book launch on 11/20/12.

One of the most effective promotions I did was a unique BitTorrent bundle of 680MB+ of free content. For the super-low labor involved, it drove fantastic numbers:

Watched the trailer on YouTube: 293K people
Visited the author’s website: 325K people
Visited the book’s Amazon page: 852K people

But that was just one piece of the YT traffic puzzle.

When it comes to YouTube, you need to realize what you’re up against in terms of noise: 72 hours of video are uploaded every minute. To capitalize on the opportunity (it’s the second largest search engine in the world), you need to plan. Spray and pray almost never works — your competition is too good.

So, what to do?

First off, do not split your ammo. If you’re considering ads to help drive traffic, do it when it counts: the first 24 hours, when you can combine it with all PR for a synergistic effect. Momentum begets momentum, and early success begets later success. I often pile nearly all book launch media/interviews into a 5-7 day period (Check out this madness).

Team Mekanism was responsible for 99% of all my YT-related PR and directly and indirectly 50%+ of traffic. BitTorrent and my PR that week make up the rest. Mekanism combined extensive PR outreach with early judicious use of TrueView ads and StumbleUpon traffic (Disclosure: I advise StumbleUpon).

Here’s Mekanism’s explanation of what they did, first as PDF with screenshots, then as text:

4 hour chef coverage from Mekanism

Bolded emphasis below is mine:

To help support Tim’s book launch, Mekanism took a three tiered approach: connecting him to relevant online influencers, hosting a contest on Pinterest (to expand his exposure among the female demographic), and promoted content within Slideshare.

[TIM: Slideshare is hugely underused for product launches. We used it for The 4-Hour Body as well.]

Online Influencers:

To drive widespread awareness of The 4-Hour Chef, Mekanism reached out to credible online influencers to help drive word-of-mouth. Mekanism reached out to bloggers and YouTubers across a variety of verticals relevant to each of the different chapters within the book. For example:

• Food Enthusiasts
• Male Lifestyle
• Science + Tech Bloggers
• Mom Bloggers
• Lifehackers

In researching outlets and people, Mekanism took an approach very similar to that outlined by Mike Del Ponte in his Hacking Kickstarter post. The key is establishing relationships, and ensuring your content/message is tailored to each individual blogger’s audience. To accomplish this, Mekanism not only crafted custom pitches, but also provided a wealth of assets that could be freely used: exclusive excerpts, interviews with Tim (live or recorded), his video book trailers, images, etc.

Without a doubt, the most engaged audiences were those of several YouTube stars/channels, specifically SourceFed & WheezyWaiter. These appearances led to thousands of comments and likes and contributed to YouTube being the second largest traffic drive to Tim’s target landing pages.

Slideshare:

We wanted to see if it was possible to get a deck outlining the benefits of the 4-Hour Chef on the homepage of Slideshare, vis a vis having it rank on Slideshare’s ‘Top Presentation’s of the Day’ section. Slideshare was chosen because it has a well-educated and affluent user base that matches the target consumer of The 4-Hour Chef (69% college grads, 37% have $100k+ HHI).

First, a Slideshare deck was created to outline the benefits/chapters of 4HC. Next, we did the math to determine how many views, and in what period of time, were needed to drive the into the ‘Top Presentation’s of the Day’ section. Based on our observations, it seemed as though 15,000 views within a 24-hour period was likely enough.

Having this understanding of required viewing density, we uploaded our deck and promoted it via paid StumbleUpon ads and drove the content to the homepage of Slideshare via “stumbles,” ensuring everyone visiting the site the day of launch saw the presentation.

Keep in mind that the sum is greater than the parts. Here are more of the parts, written in a report to Tim:

“Slideshare Presentation
- Made the ‘Hot on Facebook’ and ‘Hot on Twitter’ section (on homepage)
- Was ‘Featured’ (also on homepage)
- Peaked as 2nd most popular presentation last night

Sourcefed Video
-#3 most liked & top favorited ‘How To & Style’ video of the day
-#5 most viewed ‘How To & Style’ video of the day
-#65 top favorited & most liked video on YouTube today (of all videos across all categories)”

BLOG COVERAGE
http://sourcefednews.com/workout-systems-roundup/
http://www.tubefilter.com/2012/11/19/tim-ferriss-book-trailer-youtube-4-hour-chef/
http://www.dannyroddy.com/main/my-interview-with-bad-ass-mother-fucker-tim-ferriss
http://www.tubefilter.com/2012/11/19/tim-ferriss-book-trailer-youtube-4-hour-chef/
http://www.insidehook.com/nation/tim-ferriss/
http://gearpatrol.com/2012/11/21/tim-ferriss-the-4-hour-chef/
http://www.5minutesformom.com/67553/an-interview-with-tim-ferriss-author-of-the-4-hour-chef/
http://newmediarockstars.com/2012/11/tim-ferriss-interview/

YOUTUBE INFLUENCERS
http://www.youtube.com/watch?v=3ggiUlMujSE&list=UU_gE-kg7JvuwCNlbZ1-shlA&index=2&feature=plcp
http://www.youtube.com/watch?v=olSnJC3juXw&feature=youtu.be
http://www.youtube.com/watch?v=Nw7nZmqiH1I
http://www.youtube.com/watch?v=7J8fiuG7z-I
http://www.youtube.com/watch?v=HAJBnwBxAWs

The goal of all of this, of course, is to build a rapid view count number that pushes the trailer above the noise. This then propagates into additional organic sharing, all of which sells books.

###

So, those are the basics of stacking the deck in your favor for online video. Most posts on “virality” are vague generalities, so I wanted to dig into the weeds. Hopefully you like this.

Are there any other details you’d like to see, or questions you’d like answered? Please let me know in the comments.

Inspired by The 4-Hour Chef, the friendly folks over at the startup Maptia (launching soon) have created this fun typographic map of flavors from around the world. You can download a large version by clicking here.

Aside from the map, this post showcases 36 simple recipes and flavor combinations from the 36 regions covered in the map…

Maptia has ambitious plans to re-imagine mapping. They want to make it easy for everyone to create beautiful maps of their lives and the places around them.

Enter Maptia

Here in Morocco, in the kitchen of Maptia HQ, there lies a somewhat battered copy of The 4-Hour Chef – a little dog-eared and spice-stained from enthusiastic use.

Being naturally rather map-obsessed, we loved Tim’s flavor and place pairings on pages 148-149 of his book. They come from all over the world, and range from the perfumed and fragrant herbs of Provence (thyme, rosemary, and sage) to the sweet and spicy tastes of Indonesia (tamari, brown sugar, peanut, and chili). One of our favorite recipes Tim has since shared, based on another of these pairings, is scrambled eggs mixed with garlic, cumin, and dried mint for a tasty North East African twist.

The Recipes

For the more adventurous food lovers out there, we reached out to a few of our favourite chefs and food bloggers to put together a collection of recipes from all of the places Tim featured on the above flavor map.

Thank you to all of you who took the time to share recipes, ranging from mouthwatering main meals to tempting desserts. To give you a quick taste of the spectrum (pun intended) – we have everything Shaheen Peerbhai‘s grandma’s homemade Chicken Curry recipe from India, while from the more temperate European climate, we have a traditional Normandy Apple Tart by Imen McDonnell.

If you’re getting hungry by now, bookmark this page so you can come back to cook these recipes later… It’s possible travel around the world in your kitchen.

Here are the 36 flavor combinations in action!

1. Yucatán (map) | Traditional Sopa de Maiz shared by Sarah Kieffer who told us, “This soup is one of my absolute favorites – so many good flavors happening at the same time. The drizzle of lime juice is the best part.”

2. Mexico (map) | Homemade Tacodeli-style Salsa via Tribeza – thanks to Noah Kagan for the suggestion!

3. India (General) (map) | Homemade Chicken Curry from Shaheen Peerbhai

4. Northern India (map) | Garlic Chicken by Prerna Singh who says, “You don’t need to rush to the supermarket or an Indian grocery store to buy ingredients for this recipe. It’s pretty straightforward! You just need chicken and tons of garlic along with some basic ingredients like lemon and whatever you have in your spice shelf.”

5. Southern India (map) | Deliciously simple Nan Khatai baked by Tanvi Srivastava

6. Bengal (map) | Bengali style Aloo Dum from Archana Doshi

7. Middle East (map) | Quick but tasty Baba Ganoush from Cara Eisenpress

8. North Africa (map) | Harissa Turkey Meatballs by Lydia Walshin

9. Morocco (map) | Vegetable Tagine from David & Luise

10. East Africa? (map) | Pigeon Peas in a mild Coconut Curry by Sukaina

11. West Africa (map) | West African Ginger Drink via The Kitchn

12. North East Africa (map) | Ful Medames on Serious Eats

13. Greece (map) | Greek Nachos from Ashley Rodriguez

14. Italy (map) | Spaghetti with fresh Soppressata by Lindsay & Taylor

15. Northern Italy (map) | Tomato Flatbreads with Anchovy Oil from Nicole Gulotta

16. Southern Italy (map) | Arancini Di Riso by Michael Natkin

17. France (map) | Spectacular baked Mont d’Or cheese from David Lebovitz

18. Southern France (map) | Old-fashioned Merveilles by Mimi Thorisson

19. Normandy (map) | The traditional Apple Tart baked by Imen McDonnell

20. Provence (map) | Provencal Vegetable Tian by Martha Stewart

21. Spain (map) | Gazpacho from Matt Armendariz

22. Hungary (map) | Hungarian Pork Stew by Cheri

23. Eastern Europe (map) | Wild Mushroom and Onion Kasha via Bon Appétit

24. Northern Europe (map) | Swedish Kalops? from Kimberly Killebrew

25. Central Asia (map) | Risotto Balls with Mango Chili Sauce by Sneh Roy

26. Burma (map) | Burmese Tofu Salad from Katherine

27. Nepal (map) | Sekwa Chara (Nepalese Chicken Roast) via Awesome Cuisine

28. Thailand (map) | Thai Shrimp Cakes from Leela Punyaratabandhu

29. Vietnam (map) | Beef Pho Noodle Soup from Andrea Nguyen via Jodi Ettenberg

30. Laos (map) | Spicy Laotian Beef Salad by Katherine Foshko via Victoria Frolova

31. Japan (map) | Mouthwatering Takoyaki from Stephane Lemagnen, who says, “It’s my favourite street snack in Osaka.”

32. Indonesia (map) | Nasi Goreng from Jun

33. Korea (map) | Warm Tofu with Spicy Garlic Sauce by Alexandra Stafford, who says, “Both healthy and satisfying, this warm tofu costs next to nothing to prepare, comes together in 10 minutes, and is completely delicious.”

34. China (map) | Stir-fried Nai Bai via Noob Cook

35. Szechuan (map) | Peppercorn Roasted Chicken from Jaden Hair

36. Canton (map) | Char Siu (Barbecued Pork) by Diana Kuan who reckons that, “Along with Wonton Noodle Soup, Char Siu is the Cantonese people’s greatest contribution to mankind.”

And A Mini Culinary Challenge (Just for Fun)

Whoever shares the most interesting or unusual recipe (with accompanying photo or video) by 5pm PDT this Sunday (24 March) will receive a one-off wall print of our original hand-painted typographic map above.

Your submission could be a family recipe that has been passed down through the generations, or perhaps one of your own experiments in the kitchen. Bonus points for creativity!

Here’s how it works:

1) Post your recipe and accompanying photo or video (perhaps a 6-second Vine snapshot?) somewhere online.
2) Tweet the URL of your submission (and the place it is from) to @Maptia and @tferriss, and make sure to include the hashtag #RTWflavors.
3) Make sure to tweet us your submission before 5pm PDT this Sunday (24 March).

Rules of thumb:

- The recipe must come from (or be inspired by) one of the 36 places listed above in the photographic tributes to the flavors.
- It must be an original recipe, or your own twist on an existing recipe. Do not violate copyrights or other intellectual property.
- The photo or video must be your own and must be of the recipe you are submitting.

As soon as the deadline (5pm PDT, Sun 24 March) has passed we will choose the person who has submitted the most interesting or unusual recipe, and send them the one-off wall print of the typographic flavor map. We will also feature the winning recipe over on our Maptia blog.

We’re really excited to try out some of your recipes and to see where in the world your culinary imaginations have taken you… Good luck!

Bonus: The Flavor Combo Pics

With such diversity and color among the different flavors Tim wrote about, we decided what better way to get people inspired about using them in their cooking than to create a photographic tribute for each place and each set of flavors on the map. Here they are:

(Photos: Sources listed here)

Greetings from Paris!

I am ecstatic to announce that The 4-Hour Chef has won Best First Cookbook at the 18th Annual “Best in the World” Gourmand World Cookbook Awards (!!!).

26,000+ food and wine books are produced every year, and 8,000+ books from more than 100 countries participate in the Gourmand Awards.

I was at a loss for words on the platform above. I was more surprised than this (see :08 forward).

Thank you to everyone who helped make this book a reality. It was all worth it.
Thank you to my incredible family.
Thank you to my wonderfully supportive girlfriend.
Thank you to every one of you, my dear readers. You’re the reason I keep writing.

Woohoo!

Tim

Without further ado, the results of the video trailer competition!

All entries were viewed by me and my esteemed panel of judges, elves, and magic robots. As explained in the original post, the winner provided the best combination of creativity, book explanation, and total view count.

The Winner

The winner of the $2,500 USD and 60-min call with me (should he choose) is Vince Wong. Congrats, Vince! Be on the look-out for an email from my team. Well done, sir.

Vince Wong: http://www.youtube.com/watch?v=Xb6Oq7vD-cw

CREDITS:

Directed / Produced by: Vince Wong
Script by: Vince Wong / Jared Croslow
Cast: Vince Wong / Bruna Silva
Camera Operations: Hall & Max
Camera Assistants: Mink / Ploy
Sound Design: Hall & Max / Audio Jungle
Editing / Special FX: Vince Wong / Jared Croslow
Location: Red Sky Bar, Centara Grand Hotel, Bangkok Thailand (Thank you for last minute official location approval, and for the complimentary cocktails!)

Vince’s blog: http://www.vincewong.com
Vince’s 4-Hour Workweek success story — 37+ countries in 2 years, $200,000+ earned in first 9 months.

Honorable Mentions

There were so many great videos, it was hard to keep count. The below is just a small sample. I once again concluded that — yes — I have the best readers out there. What a blast…

Contenga International: http://www.youtube.com/watch?v=iXzrD8mfMpo

The Draw Shop: http://www.youtube.com/watch?v=bqJwOtmAWKk

Brent Thacker: http://www.youtube.com/watch?v=RiRccPXVlDk

Benedict Westenra: http://www.youtube.com/watch?v=YhipixFZDOc

Tri Mahon: http://www.youtube.com/watch?v=uB92hYNuVTs

Thanks again, all!

###

Odds and Ends: Elsewhere on the Internet

If you missed it, here are two videos from my appearance on Late Night with Jimmy Fallon. He’s a super chill dude and a legitimate fan of the books. It was a wonderful experience.