# How To Build a Brand People Give a Shit About | Datto Keynote

## Метаданные

- **Канал:** Gary Vaynerchuk
- **YouTube:** https://www.youtube.com/watch?v=dQ8Ds4xOC5M
- **Дата:** 08.02.2021
- **Длительность:** 52:44
- **Просмотры:** 63,053
- **Источник:** https://ekstraktznaniy.ru/video/17602

## Описание

In this keynote, Gary sits down with the team at Datto to discuss the most important platforms for brands to be on right now,  the type of content you should be making, and the strategies for creating content in the 2021 digital environment. He also does a Q&A and answers some questions around being authentic, leveraging underpriced attention and organic reach, the power of story-telling, and more... Enjoy!

0:00 Intro
4:21 The importance of bringing value
13:10 Everybody can be GaryVee right now
18:30 How to Build brand right now.
22:50 How did 2020 change my behavior?
24:24 How Did 2020 impact sales and businesses?
28:00 Greatest lesson with creating content?
30:30 How to get over the fear/hesitations?
32:40 What can B2B learn from B2C?
37:30 How can cold-callers be more creative?
40:15 How to go about “knowing your audience” better?
48:30 Closing thoughts

—
Thanks for watching!
Check out another series on my channel:
Tea With GaryVee (Fan Q&A Series): https://youtube.com/playlist?l

## Транскрипт

### Intro []

let me promise everyone here you want to win in 2021 be nicer you got your perspective i just want to be happy don't you welcome gary vaynerchuk to datto kickoff 2021 i am so happy to be here and thank you so much clearly uh clearly you spoke to my mom before that intro um you're very sweet thank you everybody for having me i'm extremely excited to uh get into this talk and really to be frank get into the q a because i love the practicality of that so we'll be getting to that in the back end for some of you that don't know me um i am i am a kind of born entrepreneur back to the lemonade stand franchise and sports cards which are back by the way now um in my teenage years and you know my family lived the american dream i was born in the soviet union um we came to this country with so little we lived in studio apartment with you know my grandma my great-grandma my great-grandfather like real immigrant stuff and um and we kind of made our way you know my parents quickly had a second child my sister liz and it was a grind there in the late 70s early 80s but my dad had a great uncle who had a liquor store and he gave him a job and he built himself up and eventually became the manager and eventually um bought his own store in springfield new jersey by the time i was 14 i did have those you know eight nine years of sales marketing and branding experience and i'm not kidding you know it's funny knowing the audience for this talk you know i think of myself as a salesman ceo i think of myself as a marketing and brand person and i think all of them matter and i think they all have interesting um different nuances different things that you start with different kpis different energies but i think all of them have something to take out of this world which i'll get into in a minute and i think a lot of people on this call don't realize why producing two different videos or pictures or written words a day on linkedin can really change their career financially and to be very frank happiness and we'll get into that in a minute so you know by the time i was 14 i felt like i was a pro you know singing christmas carols for a dollar shoveling snow i was a very unique kid that when it snowed or when this summer started my initial reaction was it snowed oh let's get shovels ring doorbells make two bucks five bucks later ten bucks when it first day of summer it's like let's get our lemonade game on let's go i mean i remember my friend marissa bird carrying a huge hose twice a week in the summer because we were gonna be washing cars for five bucks it was just always there and my lemonade business you know i learned how to manage kids i mean this is just real now it's 7 89 years old i learned how to motivate my friends aka manipulate and trick them into standing behind a table for six hours in the summer to sell lemonade but i learned what the power of marketing and branding intention i literally this is crazy to me in hindsight i had the epiphany actually on stage somewhere in my late 30s that this is what i did because i would always tell the lemonade story and i was like why you know what did i do when they were behind the tables and i was like wait a minute i was making signs and going around the neighborhood this was the 80s where six-year-olds could run free i would walk around the neighborhood and put up signs i would even sit and watch cars drive by and try to figure out which tree or which post would be most likely seen by the driver so that they would buy my lemonade and at seven years old eight years old in 1982 and 83 i clearly started my obsession and my curiosity around customers attention that played out huge in my baseball card business because the way i set up my tables was very get people's attention when they were walking through the convention or the firehouse or the mall and then it really was an impact on my dad's business and the way that i set up the store when i first got there and moved things around and maximized our business by impacting people buying more things because it was

### The importance of bringing value [4:21]

merchandised better i watched customers i watched customers from 14 to 22. i worked in that liquor store behind the register bagging ice stocking shelves and i just watched people how they walked what they picked listening to them talking to them listening listening listening and realizing that if i could bring them what they wanted more so than what i wanted out of it if i had compassion empathy sympathy to them not to my greed or ambition or self-interest that i would have leverage right think about right now the person in your company or in your life that you most value right think about that person is providing you value that's why and think about how much leverage that person has right think about the fact that person because they bring you so much value has leverage in your relationship like you don't want them to stop doing what they're doing leave quit you don't want them to break up with you and so i really think that kindness is the ultimate leverage that bringing value and i think about that constantly in sales leadership marketing um i launched one of the first e-commerce wine businesses for my dad in 1996 winelibrary. com as a matter of fact if you are into wine please go to winetexttext. com right now i just stood up a new thing for my dad 18 months ago that's changed his life it's a daily deal via text on wine it's completely changed his business and the reason i'm bringing it up is twofold one i love my dad and i don't think and i i love my dad actually three reasons one i love my dad the most and i'd like you to buy wine from him two it's the damn best wine service on the internet today we're selling a 65 cabernet for 26. so that's good for you but three and most importantly i want all of you to learn text marketing i think sms is emerging and one thing i want to leave this talk with is clubhouse and sms and tick tock and linkedin changes i'm a practitioner i'm not an author or speaker i happen to be one but the reason i'm a good one is because i'm a practitioner i spent 12 14 hours a day operating something called vaynerx and vaynermedia which is a marketing and communications infrastructure company and and i have the garyvee thing right i'm producing content on a daily basis these are really remarkable variables in the fact that i believe a lot of authors are intellects speakers are educators and i think that's amazing and i love that but i genuinely enjoy the fact that i'm living your life all of you whether it's sales whether it's management whether it's marketing whether it's leadership and iu 2021 is the greatest opportunity era of all time i literally believe that 2021 for our businesses selling sas selling hardware selling hoodies is the best year ever to do business because the advancements of technology the lack of gatekeepers controlling what you can and can't do the environment the ecosystem i think people focus so much on the negative whether it's political unrest whether it's um you know overwhelming with technology whether it's self-esteem issues and mental health issues and i think all of those things are true i also believe that in life you see what you're looking for in life i believe and for me i think the word optimism is grossly misunderstood i believe that cynical people unhappy people look at the word optimism and they think it's delusion but the reason there's a word in the dictionary called delusion and optimism is because they're wildly different i come from immigrant beginnings i'm always scared to go back to that place right subconsciously i don't feel it but it's clearly there it makes me uncomfortably practical however i fear no one step or two steps or three steps backward i don't overvalue money it allows me to innovate figure out things earlier i built one of the largest e-commerce and retail wine businesses in america as a 22 23 24 year old in a world where the internet was still small i had no venture capital money out executed everyone and it was completely religious about what can i do for you period end of story which led to delivery from the internet is more convenient than driving 45 minutes to my dad's store it meant when somebody had a bad delivery i would throw a case of behringer white zinfandel in my car and drive 40 minutes and deliver it even if fedex screwed up it meant that when an employee looked sad i asked them are you okay and when they said their mom was like i said go home i got this like let me promise everyone here you want to win in 2021 be nicer have more compassion you want to lead in 2021 lead with this not with what your head thinks your wallet is going to benefit from and i know that i'm sounding fluffy and but let there be no confusion i'm an assassin when it comes to business you may be hearing fluffy things but let me get real close to the camera here my friends i'm trying to win the whole thing i'm trying to be the greatest entrepreneur of all time i believe that kindness compassion empathy sympathy first for your employees then for your customers and then you can think about yourself is not mother teresa stuff it's not gandhi nelson mandela stuff i believe that it is sheerly and obviously the foundation of successful business in today's transparent universe you're meanness that you think is motivating it can't be hidden the way it used to be and so i want people to lead with optimism kindness and all these kind of soft skills because i think they're the emerging superpowers of business and i think a lot of you should really be paying attention to it i also think that all of these things that we're talking about can be scaled right so my career is going along nicely and then and i'm winning on email marketing 90 open rates google adwords the day comes out i'm buying every wine term that's working for my dad and then comes along youtube and i see this platform and i say to myself there's something here and you can't run ads on it on the top at the time so i decided to do a show and i never thought of myself this gift of you know i thought of myself the gift of gab but more like a good salesman or you know a class clown that the teacher kind of liked you know and so i didn't realize what i was going to be able to do in that format but i started a very big show that garnered a lot of attention and it really worked and it really got going and it really taught me oh my god i don't have to spend marketing money this attention is trickling down organically to my dad's business there's something here and then twitter came out and i start using it to promote wine library tv and i'm like oh my god this friendster myspace thing is about to become much bigger this so sure it wasn't called social media yet it was called web 2. 0 twitter was known as a web 2. 0 app and i started using it and google buys youtube for 1. 7 billion dollars and i say to myself oh my god i was right about this google adwords i was right about email i'm bet i'm not a wine retailer i understand what people are going to do i need to become an investor and what i think people are going to do in 2007 i invested in facebook twitter and tumblr and that obviously changed my life my brother was graduating from college i was starting to make videos about business that were catching people's attention and in 2009 i decided to start vaynermedia to do marketing for the biggest brands in the world so i could learn big business because i understood silicon valley i understood small business entrepreneurship but i didn't understand executive fortune 500 land and i didn't understand why they were doing so many silly things in a world where i thought netflix facebook amazon were going to be the next big thing and they turned out to be way bigger than i even kind of predicted even though i was predicting the tippy top and so that's been my career i've written five new york times best-selling books around marketing and um and consumer behavior and psychology but what does all this hyperbole around me mean it means that i believe

### Everybody can be GaryVee right now [13:10]

that every person who's watching this right now is me in 2009. here's what i mean by that i had a level of success i was good i was enjoying myself i was building a big company for my parents i was excited to think about what i was going to do for myself next but the scale of the internet by using the tools completely changed my life and i believe that what the internet does is exposes things so i don't think the internet changed me i don't think it made me nicer and stronger at my craft i think it made more people aware that i was nice and strong in my craft and so i think for everybody who's watching right now i don't think they realize that if they started producing content on linkedin about what they know not what you think people want not to get followers but to put out content of what you know story tell my grandpappy taught me when i was 10 this i now did this for my salesperson today that's the video you don't have to be an expert i'm not an expert i'm a person that has hypotheses and opinions and because a lot of them became true after 15 years and i've put the actual business wins on the board now people look at me in a different way but i don't even you know even the flattering introduction and our talk beforehand you know she makes me feel so good but i don't think that makes me special i think it's just a nice feeling to be admired you know uh and i think when you layer humility and curiosity around being good at a tool great things happen let me give you an example when books came out yeah i'm being serious now clearly and i have no knowledge of this but this is very easy to understand clearly there were individuals who became more aggressive at reading them and amassed knowledge and my intuition is the ones that were able to be practical and operating were able to do something with that knowledge and succeed when tractors and innovation hit farming the people that didn't demonize it and many did many said that's not real farming because they were fearful that it was going to take away jobs from their people which was a nice thing but they were trying to fight technology which is always the wrong answer let there be no confusion if you hear or feel anything from this keynote and q a today please let it be this if you are fighting against technology you will lose it is the history of mankind tractor comes along people fought against it the humans that adopted it learned it and used it best built the biggest farms cnn and espn and mtv did this to regular television and society facebook and aol and you know google did it to their growth in social the personalities that tried to build brand in the mid 2000s personal brands they've gone on to do things like this is just too obvious that the breakthrough in our humanity today whether you want to run for mayor build a big business whether you want to cure cancer whether you want to raise some money for the pta it is around content and it's around you being self-aware and you worrying it's there's two words self-awareness and self-esteem if you're self-aware you don't try to do things you can't do you focus on things you do like you don't try to be something you're not if you have self-esteem you're not scared to put it out the content the video the picture the audio because you're not worried if sallypants49 thinks you're ugly you're not worried that rick thompson from a competitive company says you're stupid you're just not worried you're not worried that you have bags under your eyes or you're overweight or you're losing your hair you're just not worried you're focused on your self-esteem you're focused on yourself self-awareness which puts you in a position to succeed and so all of you one of the worst not worst one of the challenging times in my career was around 2012 when people all wanted to be like me and i'm a very over-the-top high-energy personality who's very comfortable on video and that is just not going to be the case for everybody and i tell everybody and it took me a while to get to this good answer which i think has helped people listen my friends if you're watching this right now and be like okay i see what gary's setting up he's going to ask me to start producing a lot more content that's the answer by the way well i don't want to do video well i'm like good news sarah you don't have to do video you might for example i'm a terrible writer if i was a great writer i'd be writing a lot more because writing on linkedin crushes as a matter of fact my team loves when i write all the copy on my instagram posts right all of them everyone every post in my life and they get pumped when i get motivated and like write a real good one because we know the post does better copy is the most underrated thing in social media today it drives so much of the success of the picture in the video so by the way you might be an audio you might be a talker but you're insecure about your visual of how you look or the camera makes you freeze but

### How to Build brand right now. [18:30]

you're great with talking so good there's now clubhouse an incredible app you can go and be a thought leader in there's just recording audio and posting that on your linkedin for this group knowing who's in the room is equivalent to what facebook was in 2012 that will lead to incredible financial and emotional success to those in here that heed the call that i'm yelling today period end of story i could not be more passionate about everybody here getting very serious and then what you put out is up to you know my recommendation is that it brings value to people whether it's entertaining whether it's informational but i also believe that stories are easier for people this is something that i'm going to start talking a lot about a lot more about i think stories just stories like life lessons grandma told me and then if you're good at and i've already talked brought this up i'm gonna bring it up again because i'm trying to help everybody here give you some training wheels if you say hi i'm karen i'm a sales lead at this company i this is for my team but honestly this is for the broader world because all you sales leaders i know how it is you know when i was nine my grandmother took me to a girl scouts event and sarah johnson did this and my grandma i did this and grandma told me to do that and then i did this and me and sarah johnson were best friends in high school and that's ironic because i had a big tiff between carl and carla recently on my team and i did this like my grandma did that and now they just closed the biggest account together that story that should come very natural and by the way you don't need to call out carl and carla right because that's active you're in the world right now you could be two people on my team just think about how easy that is for what everyone's struggling with which is well what do i post is grounded in lack of self-esteem and lack of strategy period and so i'm here today to build your self-esteem and not in a delusional way i'm just trying to encourage you to realize how real this is because the content creators that build awareness and audiences will have the leverage in business whether it's a small narrow world and by the way this is a small narrow sector most of the business people on this call in this thing that's great actually the reality is that's great because then you run a couple dollars in ads on linkedin against targets of companies that are in your sector and you're getting exactly who you want i actually like when groups are narrow because you can get so much more specific so anyway i'm just very excited to be here i want to encourage everyone to realize the opportunity the internet is not a gatekeeper you know there there's so many platforms there's people talking about big tech you can build outside of big tech all day long there's so much going on um and there's just so much opportunity and i hope you see it understand the emotional intelligence needed to attack it and i hope that you start to educate yourself practically and i think the reason i like to set up q a for a big portion of this is the macro thesis be practical and optimistic produce content at scale around stories information entertainment and knowledge bring as much value to your community rinse and repeat in perpetuity for 15 years that's the thesis now the question becomes what are the specifics underneath it and i think this is a good segue to get into the q a so thank you for having me and i think we're going to get into the meat right now of this keynote and i'm excited and by the way any of you that are on here right now my twitter is garyvee since i'm not tapped into a chat or anything like this sometimes i like to just get a vibe or questions on that format while i'm doing live streams so garyvee if you just uh tweet at me and just say any feedback or questions i can weave it into my answers a little bit here while i get these incredible questions so thank you so much everybody i'm ready to keep going thank you gary that was absolutely fantastic we really appreciate your time and your generosity and i cannot wait to dive into these questions um so we'll take a step back for a minute and first ask you how are you doing as we head into 2021 and how did 2020 change

### How did 2020 change my behavior? [22:50]

kind of your everyday and your company i'm doing great thank you for asking um you know it you know i stopped traveling as much i got more sleep i put on 15 pounds of muscle so i'm super pumped about that um uh you know family time got a tremendous amount of time with my parents which i think is something i'll look back on as a great blessing of this time um you know it uh it actually allowed me to focus very heavily on vayner media and vayner x which i think led us to a much stronger foundation of success going forward so i'm grateful for that um i got to work on something called the all in challenge where michael rubin the founder of fanatics stood up a non-profit concept that i helped him on and strategized on and then executed on which ended up being a 60 million dollar raise for the hungary during covid so i got this between that and pence as a promise you know i got to really kind of scratch the give back part of my life um it allowed me to stand up something called tea with gary vee a show that i did during covet and i'm actually going to bring back it let me but i miss traveling and i miss interacting with people in a face-to-face environment but it did allow me to long-term be more efficient in my business know when to use video versus in person both for internal and external and i think that's going to make me much stronger and more happy and successful in 2022 2023 2024 yeah absolutely what if what about from

### How Did 2020 impact sales and businesses? [24:24]

a sales perspective did 2020 impact or change how your sales organization works or do you see lasting impact for businesses on a whole based on what happened last year um i just think last year exposed everything you know outside of restaurants and you know they're clearly some haves and have-nots winners from a covet environment but i think for me it was just about um focus and reality and practicality and just a lot of great learnings yeah i think one of the things that get came up in a lot of your videos throughout covid and for those of you who are watching um throughout 2020 was that optimism that you brought up at the beginning of this conversation and i think it's so important because when you ask about well how was your 2020 you pulled out all of the good things just now when you answered and not any negatives um and i think that's really interesting but it's also a lesson that we can all take away so i don't want to take away from the challenges of 2020 at all yeah and i'm sorry to interrupt it's a really interesting observation right because to your point to me my greek grandmother and grandmother came from the old country and really almost every time they drank tea or when the men were drinking vodka you'd always kind of do this thing where you spoke to good health you know everything was to good health to good health i think it brainwashed me in the greatest way of all time i for me 2020 is a year that has incredible underlining pain for a lot of people who feel that they were robbed of years with people they love i am one of the lucky people that did not have that happen and so thus after that you know vayner speakers and vayner productions took massive hits lost millions of dollars doesn't register because that's business that's almost like not real life like money is not real life real life is very basic do the 12 15 20 people i love did they live in 2020 and yes amazing best year ever and you know i also am a good operator but i will say this if i owned 15 restaurants it would have been and we were mandated to close now from my perspective because i always believe in innovation i believe my dash and uber eats and direct to consumer would have been stood up already and i probably would have grown and and i think it forced a lot of restaurants to finally do the right things uh and so it's just a really interesting time if you're a capable operator and you have life in a simplistic mindset you're going to be happy way more often yeah i think that's a great point and something we can all take away from this is to choose the good right when we're faced with those difficult challenges it's not the challenge that defines us but how we get through it and how we innovate and how we adapt at the end of the day um and so i'd like to jump into some tactical questions um and we what's nice about this audience is we're kind of a mix right we have sales support marketing implementation success we're all here together um so some of the questions will mean more to teams than the others but i think we can all learn from these um so in one way or another we're all content creators right we have our content team for sure um but training and implementation creates training videos for our partners sales is constantly the

### Greatest lesson with creating content? [28:00]

face of the company and creating content in one way or the other so what's the greatest lesson in terms of content that you've learned over the years that you might want to share with the team when you're a sales driven organization the most important thing to do with content is make it brand content on the internet is everyone hears opportunity to offset the aggressiveness of what is sales it's an opportunity to provide value to the audience it's a way to provide affinity towards you and your company by showing the humanity aka silly things like just think of the office the tv show like if you have somebody funny in your company named ricky like get ricky on video because it shows a different side to what everyone's accustomed to which is the cold linkedin the cold email the cold call the very quick to hey let's do business at a conference so the biggest thing i've learned for sales driven organizations which is amazing i love sales driven organizations you know is thinking about content as your appetizer to the sales being the meal if you have a great appetizer you're setting up a great meal and so i think the biggest mistake i see it over and over and over and over in these dynamics is that people use content as a sales engine instead of a brand engine nike doesn't cold call you or knock on your door and ask you to buy you know their sneakers and even when you think about salesforce and sap even though they have great sales dna and infrastructure there's so much brand going on for a reason you need to have that offset right honey to the vinegar you need to have that good cop to the bad cop content on linkedin is the good cop and i think that is a very difficult maneuver for the dna of most of the people that are watching this right now period and that's okay that doesn't mean you're bad doesn't mean you're stupid it means that there's a humongous uncomfortable monstrous opportunity that if you heed the strategy of what i'm talking about and start implementing it like why not do an hour of q a on linkedin and just answer questions everyone's so fear-based and so like lack of you know people are not abundant right like i give away all my best advice i'm not scared of somebody starting another agency or another agency taking it like it doesn't matter the world's abundant i'm going to get mine why do you think it is that people in

### How to get over the fear/hesitations? [30:30]

sales driven organizations might have that fear and what advice can you give to kind of overcome it because like you said there's this monstrous opportunity but sometimes there's a lot of hesitation there almost everybody thinks that resources are limited and they have and almost everybody has a boss i don't have a boss so it's easy for me to talk this way you know i have empathy and compassion for somebody who's listening right now and does a seminar and gives away a lot of great advice and their boss coming to them and saying what the hell are you doing that's like how we get clients and then they get fired or lose their bonus or are pegged down in the organization unfortunately fear is remarkably effective and a real human trait um i just don't believe in it and so what i you know i just believe that there's so much more financial and by far there's more financial but by far there's so much more happiness on the back of going with optimism and abundance as your mindset and so i think it's culture i think it's the industry culture for many many years and i think that business has historically had a cold you know kill or be killed kind of mentality and you know i think of sports a little bit i think business more like sports i as a fan get so angry after a jets game when my jets lose and they go and hug all their friends on the other team because i'm pissed but the reality is i actually fully understand it i want to kill crush destroy defeat outmaneuver everybody i compete with at every second it is my dna however not at the detriment of their lives like i want to do 10 trillion and i want you to do 9 trillion and that's how i think and i wish more people realized how real that is and how true that can be um and that's what i think about great thank you so much i think something else you mentioned that i want to pull on a little bit is you mention nike and how they go about doing what they do

### What can B2B learn from B2C? [32:40]

and i think a really interesting thing for us is we're a business to business organization um and i think a lot of companies in that b2b world say okay we're b2b so we're going to do marketing and sales the way b2b should do it but there's so many lessons we can learn from the b2c world and i think you know there's hesitation to step outside of that box and do something a b2c company might do so what lessons can we learn from b2c to help us differentiate ourselves in the market um first of all b2c uh is just far more creative because they don't use the laziness of well we're in b2b we can't do that as an excuse let's just start with that you know i think um i think that b2b marketing to me is actually more exciting than b2c marketing because i think linkedin is in this 2012 to 14 facebook place and i think the impact of winning something in b2b is so much greater than b to c so i put out a good you know right hook in this keynote to winetext. com right and four people sign up and that's awesome right however if vaynermedia got a client out of this call for boehner talent or sasha group that's so much more significant that's like 4 000 5 000 people signing up for wine text i think the stakes are so high in b2b marketing and i think b2b marketing the way it's supposed to be or has been done is garbage like spending money at a conference where you see the same people like you like cool but like people are spending real money on booths and real money on full-page ads and print in b2b magazines like let's listen let's speak to the elephant in the room the b2b industry for the most part especially if they do under 250 million in top line revenue a year they're not in the marketing business they're in the sales business it's all sales marketers get made fun of in b2b environment because they don't prove their value yet i stand here today and i will be one of the greatest businessmen of all time and i know it to be true and it's because of the way my mother parented me but i can't show you the chart or the search query or the data point that proves that i just know it to be true we have people in b2b sales who make fun of marketers who say prove to me that worked that believe in god i'm just going to say it one more time have people this is what this was one of my favorite moments in my career this is why i'm bringing it up i was in a uh might have been a keynote or a conference but it was a nice little dinner of 8 10 very smart people and a very big b2b company and the one guy was ahead of sales and one gal was head of marketing and he was going at her and i was kind of like not going at her very mean or inappropriately but like he was razzing like we do the real [ __ ] you get to have fun waste money right and i'm listening and i'm eating and you know and then he started getting a little bit into bully territory and i kind of looked at him and the gentleman was wearing a big cross and i was like you know what i'm gonna put a flag in the ground in this debate i go sir i go john i go um you believe in god he goes the most more than any [ __ ] person here i believe in god the most i go cool so karen you're saying does all these things but it's waste because she can't prove that it works right yeah i go just do me a huge favor right now prove to me god exists it was one of the most interesting conversations in my career i am fascinated how people don't understand that branding and marketing is the most important does it have the difficulties to be judged that sales doesn't of course it does that's why i love sales is black and white i gary sold 19 things yay i gary the marketer have been doing things for 15 years that nobody could understand yet i sit here today with the luxury of the beautiful accolades that you gave me coming here this wonderful audience that's leaving comments left and right the you know nine figures of financial success that i've created at a young age and i haven't even started all because of marketing and branding so it's a very powerful conversation thank you so much and i think i want to give a shout out to the sales and marketing team um together because i think that's why we have these meetings is to bring us together so we can work collaboratively as a team and i think uh everything that gary's saying is something we can definitely take away from this conversation um i think one of the other things that

### How can cold-callers be more creative? [37:30]

we want to talk about so you brought up cold calling a little bit just a few moments ago and we do have individuals on our team that that's part of their job is the cold calling so how what advice can you give to them and how do you go about cold calling in this environment and do it in a creative way where you can really get someone's attention because it is a little more difficult than if we you have all those you know marketing leads or you have a relationship with somebody already look you have to know the mission you're on right there's some people that are part of an army that go into enemy lines without guns during vietnam and were part of that squad that you know and that um you know that was a very different mission than being a general back at the fort right or being somebody with the guns back at the you know at the precinct so to me um cold calling is an incredible challenge let there be no confusion i think nobody here is confused very few people are fired up in 2021 to get a cold call at the same token it is something that works there are people who have charisma charm strategy um i think the number one answer to cold calling is compassion if you establish the person that just picked up the phone within the first 30 seconds three seconds nine seconds that you are understanding that is likely that they are not excited to hear you however you genuinely your soul believe you have something to bring to the table i think that is the feeling you need to pass on within those first six seconds and i would tell the people that on the front lines of cold calling don't apologize under you know don't don't be depressed so many people reach out to me like gary i have to cold call like that's okay it's awesome and then other people are like cold calling's the best because they're awesome at it it's a very narrow thing they've got that thick skin and they're just a machine you know and so you know i think a don't be apologetic and find compassion and then b if you're crushing it and you love it add some things to your repertoire including it's wonderful that you're just a machine and unemotional and you eventually get six well if you deployed compassion empathy in the first six seconds you might get 39 out of those thousand calls and so the point um that you bring up about compassion kind of understanding the person that you're talking to really knowing where they're coming from what they need that's a big theme for us this week this year you know your msp the managed service providers that we serve and i know it's something you talk a lot about in your content is understanding your audience and

### How to go about “knowing your audience” better? [40:15]

really knowing them um i'd love to hear a little bit more from you about the importance of that and we always say we put our partners first but how can we go about doing that in a bigger way in 2021 and how do you go about doing that um at vayner x and vayner media we ask them what they value the most some value us paying them more some value us having me give them a shout out because they need brand some value coming in and learning how to do marketing in exchange part barter to them being a partner you know bringing value comes down to listening when you decide the value you're going to give someone you're not providing value you're giving what you want to give that's a very different relationship than asking someone what they want and then being able to figure out how to provide it and by the way if you have kind candor when somebody says something you can't provide you can also articulate that there are people ask me for things all the time that in my early 20s i would dodge because i didn't want to be mean and that led me to be not the man i wanted to be it wasn't bad but it wasn't stand up enough and now in my older age i'm like look i can't do that karen that's not in the best interest of what i want to be doing and so i think kind candor on the back of listening as a communication to your partners will lead to dramatically more fruitful events and i think part of knowing our partners for so we're talking about sales and marketing a lot but we have a ton of support people here we have implementation people here um so i'd love to talk about support and really understanding our partners in that way understanding your audience and how we can add more value once they're they become a customer i know you have a great story um about the liquor store and someone who got a jersey in the mail i don't want to give it away yeah this is huge i would love for you to tell that story or any other similar stories um let me tell this one this one's really good because i think creativity is the way to really win the b2b game and this was a very creative b2c example that i do in b2b land all the time now if all of you had 49 targets to do business with your ability to follow them on linkedin and twitter most likely instagram as well potentially is very high you hit follow if you then read what they're interested in and what they love in life you now have an opportunity to create a connection point sending somebody a bottle of dom perrion and saying we'd love for you to consider us may not land if they are rehabbing from alcoholism just don't like champagne may not land with me who really knows about wine and doesn't want that champagne wants something smarter and cooler you didn't know anything about me i know that you just send bottles of champagne to everybody that's a big wig not gonna land intent didn't land because i know that i don't mean anything to you you're trying to get me through this thing however let me paint you a different story so i'm writing this book called the thank you economy back in 2011 and it talks about providing value and i remember thinking you know i'd like a little bit more tangible and you know example it didn't work out for me it didn't make the book but it's here i am a decade later about to tell the story i called wine library and i said hey the next time you get a first time customer place an order i want you to take the name go to twitter search and i want to see if you can actually find the person so it took a while because most people just weren't on twitter at the time and more importantly most people didn't have unique enough names or put where they were from it just took a while before we finally found a person with a unique enough name who lived in chicago and on their twitter account and said they lived in chicago it was a unique enough name we kind of thought we had our person right and so we monitored what he was talking about so here's this gentleman who buys a case of pinot grigio i remember it like yesterday and all he talks about is jay cutler was the former quarterback of the chicago bears and he is just on it jay cutler this he's the best so team calls me and says hey good news we got one we got this guy in chicago he's a huge jay cutler fan i go great i go why you go to ebay and buy a jay cutler signed jersey i'm on the phone i'm about to get on a plane i remember it like yesterday um and he they said gary that's like 400 bucks and what he bought was 180 case that we're making nine dollars on after shipping and i'm like uh-huh lesson time i got the teacher i go do it so we buy it we send it we say thank you from wine library thank you for joining our family uh hope you enjoy the pinot grigio so now i'm pumped right i'm like wait till this guy gets it he's gonna post it on twitter he's gonna call up two months later nothing i like check if we had the right address about a month later when i remembered and i'm so sad because i thought this was going to be so epic we did some other little ones got some little stuff here and there and then i get a phone call it's funny i travel a lot ironically again getting on a plane this time i was actually on the plane like walking in sat down in my seat and the team says to me hey we have some great news do you remember the jay cutler thing i'll go yeah he what'd he do he goes not him get this so they go on to say gary somebody just placed a six thousand dollar order for burgundy blinds very high-end stuff i'm like cool what's that what and let us read you the note that he put in the notes field that's usually for gift notes but he wrote something else which was dear wine library uh first of all please hold these wines because they're expensive and it's a little hot here in florida i want you to you know wait it's florida or texas i don't call it the time but like we have warm weather can you hold the wines two you have an incredible burgundy selection i'm also looking for romani conte and this and that you know can you please reach out to me three uh a couple months ago a friend of mine let's just call him don received a jay cutler signed jersey in the mail after he bought some wine from you um hey that's incredible b i'm a huge bruce springsteen fan have a good day to me yeah to me that was just unbelievable everything i believe in which is doing the right thing is always the right thing we clearly showed a human being we went out of our way to get to know them and do something special surprised and delighted that created word of mouth not on the internet like we anticipated but in his circle led to somebody becoming aware of our business and led to this moment that's called business and i think everybody who's watching right now has 50 to 100 people they're targeting to do business with i couldn't recommend more for them to follow their interests and engage with people around their interests whether it's sending them a you know a violin with a note attached to it whether it's just replying to them around the things they like because they also love dave matthews band and that they'll nerd out on that and that will lead this is about humanity this is about what you would do if you were in the same country club or the or part of the same elks club book club with somebody that potentially you could do business with you would be human and you would win around human interactions i just believe that this scales your ability to do it with 200 people instead of two yeah and i think that's something every single one of us can take away whether we're in marketing sales support success you know we're all interfacing with partners in different ways and that's something we can take away and there's a great example of that the first time i ever went to an msp trade show i was at a table with a bunch of ceos that we serve at managed service providers we talked about business for 10 minutes we talked about star wars for an hour and a half and it was just that human connection and i think there's so many opportunities for each one of us regardless of our role to really act on what you're saying gary and make those human connections

### Closing thoughts [48:30]

connections um i know we only have a few minutes left let me just say one more thing i apologize no go for it let's not demonize technology which a lot of people are doing because they want to use it as an excuse to not do it realize that technology is the gateway to real interaction and your life will change absolutely and i um we just have a couple minutes so i'm gonna pick one question here we have a lot of good ones but we're growing as a company it's very exciting to see where we're going um and i think how do we one of the big questions that we had from multiple people actually was how do we keep teams motivated and keep the culture the company culture at the same time as we scale and become much bigger the answer is listening and i'll give you the practical execution do obnoxious amounts of coffees happy hours random pop-up or after hours zooms with your people talk engage like it's like when it's like children if children feel like their parents are in it they end up being better people it's not super complicated make your people know that you're in it with them have meetings be with them do random fun stuff have a quiz show for the employees at 7pm once every month you know just do a random email at night when you're feeling the culture's a little down and say everybody on this zoom link at 10 a. m tomorrow and just shoot the [ __ ] you know like be human i mean it any final words of wisdom before we wrap up and thank you again so much for your time and all this wonderful insight content is the unlock it just is you may not see it you may not think you're good at want to do it but it's been so consistent and obvious that it will continue let me show you something real quick you think zoom and tick tock and instagram are crazy this is coming eventually when it's humongous as big as i'm going to predict right now i don't think it's going to be some huge device that's going to be like this i think it's going to be closer to contact lenses are much smaller but in the next 15 to 30 years we will live in a vr world and you're going to think the iphone and tick tock was child's play you will be in virtual conferences you will be doing virtual meetings you will and if you're 60 right now and you're watching be like good i'm not going to deal with that i'm going to retire that's fine i understand but the thesis remains figure out how to be human bring value figure out how to do content and this i think of this is a marathon this is coming so how do you train for a marathon well you run on the treadmill every day to me linkedin and instagram and twitter and making content starting your own podcast this is training for the race i really need you to train for the race it's how all of society is going to be structured definitely business that's amazing thank you so much again to everybody who's listening definitely go check out garyvee this keynote was fantastic there's so much that each one of us can take moving into 2021 to make this the best year at datto and the best year as a team that we'll ever have um and gary thank you for your time and the great answers and just you're wonderful thank you so much thank you so much i see some of your tweets i'm going to try to get into during the day garyvee if you have a follow-up question i love all of you healthy2021. youtube watcher what's up it's garyvee first of all thank you so much i hope you're doing super well during these times i also want to ask you please subscribe because my commitment and exploration of youtube is about to explode stories polls more content more engagement more surprise and delight this is the time to subscribe i hope you consider it and i hope i see you soon