11 sales in 8 days for a new product that nobody has heard before with a $0 marketing budget? Honestly, he's doing much better than I would expect.
Yep, any sort of marketing takes time. A week doesn't do much. A month or more? He might gain a little traction.
The problem these days is that there is so much noise on the web. You really have to be able to present something unique that people are really looking for.
Glancing at the guy's product website, I'm not quite sure what it does or what problem it's supposed to solve.