1. (2) Content
1.1. (1) What is good content?
1.1.1. Controversial
1.1.1.1. Pick a fight
1.1.1.2. Make a stand
1.1.1.3. Passion lives at the crossroads of an argument
1.1.1.4. Who doesn't belong in your tribe?
1.1.2. Timely
1.1.2.1. Does it matter to them now?
1.1.2.2. Does it match what is going on in the world?
1.1.3. Next steps / todo items
1.1.4. Relentlessly help people kickass
1.2. (2) How to create good content
1.2.1. "Treat it like an adventure, an adventure worth sharing"
1.2.2. Your Content
1.2.2.1. What?
1.2.2.1.1. "DVD Extras"
1.2.2.1.2. Stuff cut from your book
1.2.2.1.3. Caveat - What if I share too much?
1.2.2.1.4. Q&As
1.2.2.1.5. Stories
1.2.2.2. How?
1.2.2.2.1. A/V from live events
1.2.2.2.2. Record A/V instead of writing
1.2.2.2.3. Ghost Writer
1.2.2.2.4. Find stuff to write about (timely)
1.2.3. Other People's Content
1.2.3.1. Interviews
1.2.3.2. Guest Posts
1.3. (3) How to make the content work for you
1.3.1. Content Structure
1.3.1.1. Pick a great title
1.3.1.1.1. how-to
1.3.1.2. Great hook at the beginning
1.3.1.2.1. how-to
1.3.1.3. Scannable
1.3.1.3.1. how-to
1.3.1.4. Downloadable
1.3.1.4.1. how-to
1.3.2. Shareable
1.3.2.1. Easily share on social media
1.3.2.1.1. how-to
1.3.2.2. Remove dates
1.3.3. Re-imagining Content
1.3.4. Scheduling
2. (3) Connections (Marketing)
2.1. (1) What is marketing?
2.1.1. Billboards? Ads? etc?
2.1.2. Marketing is making lasting connections with people
2.1.2.1. Your connections are what matter. Money and business can leave, but your ability to connect is what matters
2.1.3. Confidence in marketing
2.1.3.1. You are Pitt/Jolie
2.1.3.2. Your are adding to people's lives
2.1.3.3. People want to "meet" you
2.1.3.4. Joining your tribe is good for them
2.1.3.5. People don't buy things they don't want
2.2. (2) Connections - Two Types
2.2.1. Influencers
2.2.1.1. People that will get other people to buy your books
2.2.1.2. Tribe Leaders
2.2.1.2.1. Business Leaders
2.2.1.2.2. Journalists/Media
2.2.1.2.3. Bloggers/list owners
2.2.1.2.4. Service and Product suppliers
2.2.2. Fans
2.2.2.1. People that will buy your books
2.2.2.2. Tribe Membes
2.2.2.2.1. Anybody that agrees with you, reads you, buys from you, etc
2.3. (3) Making Connections
2.3.1. (1) Places
2.3.1.1. Social Media
2.3.1.1.1. Influencers & Enthusiasts
2.3.1.1.2. General guidelines, tactics and tact
2.3.1.1.3. 6 types of social media
2.3.1.1.4. Not a permission asset
2.3.1.2. Live Events
2.3.1.2.1. Influencers & Enthusiasts
2.3.1.2.2. Conferences/Workshops/clubs/organizations/etc
2.3.1.2.3. Speaking
2.3.1.3. Websites/Blogs
2.3.1.3.1. Influencers
2.3.1.3.2. In and outside of your niche
2.3.1.4. Amazon.com
2.3.1.4.1. Enthusiasts
2.3.1.5. 1-on-1
2.3.1.5.1. Influencers
2.3.1.6. Ask the influencers you're already connected to
2.3.2. (1.a) The downfall of traditional media
2.3.2.1. I used think this was A option. Now I know it's THE option
2.3.2.2. Lots of stories here
2.3.3. (2) Connecting
2.3.3.1. Influencers
2.3.3.1.1. Help them "kick ass"
2.3.3.1.2. Promote their products and services
2.3.3.1.3. Become a resource of information
2.3.3.1.4. Provide them with products and services they need
2.3.3.2. Enthusiasts
2.3.3.2.1. Help them kick ass
2.3.3.2.2. Killer content
2.3.3.2.3. Killer resources
3. (4) Platform
3.1. Content + Connections = Community
3.1.1. (content) + connections = popular
3.1.2. content + (connections) = poor
3.2. Big Ideas
3.2.1. The "Rule of 3 Things"
3.2.2. The answer to every question is "It Depends"
3.2.3. Dealing with mean people
3.2.4. Do as much in person as possible
3.2.5. Creating your funnel
3.2.5.1. Strangers -> Acquaintance -> Friend
3.2.5.2. Social Media -> Website -> Email List
3.2.6. Analytics
3.2.6.1. What is it and how to decide what to track?
3.2.7. Community
3.2.7.1. Training them to get involved
3.2.7.1.1. how-to
3.2.7.2. Foster your top 1%
3.2.7.2.1. how-to
3.2.7.3. Connect fans to each other
3.2.7.3.1. how-to
3.2.8. Building reciprocity
3.2.8.1. Enthusiasts
3.2.8.2. Influencers
3.3. Enthusiasts (technology)
3.3.1. Why Enthusiasts + Technology?
3.3.1.1. Scaling
3.3.2. Website
3.3.2.1. Pages? About, speaking, press, books, photos, connect/contact, etc
3.3.2.2. Blog? Yes/no?
3.3.2.3. WordPress
3.3.2.3.1. how-to
3.3.3. Email List
3.3.3.1. Permission Asset
3.3.3.1.1. Most Important Thing!
3.3.3.2. Autoresponders vs Broadcast
3.3.3.3. MailChimp
3.3.3.3.1. how-to
3.3.3.4. How to get people to signup
3.3.3.4.1. how-to
3.3.4. Social Media
3.3.4.1. Facebook Page
3.3.4.1.1. how-to
3.3.4.2. Twitter
3.3.4.2.1. how-to
3.4. Influencers (1-on-1)
3.4.1. Segmenting influencers
3.4.1.1. Find new ones
3.4.1.2. Processing new connections
3.4.1.2.1. how-to
3.4.2. Staying in contact with influencers
3.4.2.1. how-to
3.4.3. Moving from help you to help me
4. Launch Strategy
4.1. Timing
4.1.1. Schedule for two months before and after
4.2. Content
4.2.1. Book trailers
4.2.2. Content for Influencers
4.2.2.1. Exclusive
4.2.2.2. Big Ideas + Sub Ideas
4.2.2.3. Promo Materials
4.2.3. Content for Enthusiasts
4.3. Bestseller Lists
4.3.1. Why?
4.3.2. What does it take?
4.3.2.1. Everything in as little time as possible
4.3.2.2. NYT, WSJ
4.3.2.3. Amazon.com
4.3.2.3.1. Top 100
4.3.2.3.2. #1 in category
4.4. Book Content
4.4.1. Drive people back to your campus
4.4.2. Chapter videos
4.4.3. Worksheets/discussion guides
4.4.4. Niche guides
4.5. Activate your Campus
4.5.1. Influencers
4.5.1.1. Activate everything the same day
4.5.1.2. What are the segments from #4?
4.5.1.3. Give exclusive content
4.5.1.3.1. Tailored to media and audience
4.5.1.3.2. #1 - Help influencer. #2 - Sell books
4.5.1.4. Back to "Kick Ass"
4.5.1.5. Book reviews
4.5.1.5.1. how-to
4.5.1.6. Join Venture Partnerships
4.5.1.6.1. Affiliates
4.5.1.7. Going Local
4.5.2. Enthusiasts
4.5.2.1. Activate top 1%
4.5.2.1.1. how-to
4.5.2.2. Amazon reviews
4.5.2.2.1. how-to
4.5.2.3. Create sharing tools
4.5.2.3.1. Share book content
4.5.2.3.2. Pre-written tweets and status updates
4.5.2.4. Incentive structure to generate sales of multiple books
4.6. Advertising
4.6.1. Pros and Cons
4.6.2. how-to
4.7. Amazon.com
4.7.1. Author Page
4.7.2. Book Page
4.8. Book Tour
4.8.1. Pros vs Cons
4.8.2. How-to
5. (1) Community: What, Why and How
5.1. Introduction
5.2. Community
5.2.1. What is a community?
5.2.2. What does this matter to authors?
5.2.2.1. Specific examples
5.2.3. What does it mean to lead a community?
5.2.4. What is your community?
5.2.4.1. What is the "big idea"?
5.2.5. Who belongs in your community?
5.2.5.1. Who doesn't?
5.3. Processes
5.3.1. Processes vs Personality
5.3.1.1. Gary Vaynerchuck vs Tim Ferriss
5.3.2. Processes vs Hope
5.3.3. Processes vs Goals
5.4. Fiction vs Non-fiction
5.4.1. How is community building different/same?
5.5. Trade-published vs Self-published
5.5.1. Do you want to be a speaker?
5.5.2. Do you want to be a publisher?
5.5.3. Pros and cons?
6. What are exact phrases we can use?
6.1. Getting influencers to post a certain thing at a certain time
6.1.1. "I've been working on this 5 years, it's important to me..."
6.2. Getting people on your email list while in person
6.2.1. "Would you mind if I added you into my email list so I can keep you up to date?"