# 6 Tips on How to Sell Without “Selling” | VaynerMedia 4Ds Meeting ## Метаданные - **Канал:** Gary Vaynerchuk - **YouTube:** https://www.youtube.com/watch?v=fxbRDkmvyTQ - **Дата:** 02.01.2019 - **Длительность:** 9:27 - **Просмотры:** 193,094 ## Описание The biggest companies in the world focus on brand. Not sales. It’s what I do for my own brand. I’m not trying to sell you on a $2000 course or a $500 eBook. I’m not trying to sell my information. That’s why I can command such high rates for speaking fees, and have a sneaker with my signature on it. It’s all about brand. — If you haven't joined my #FirstInLine community, you need to jump on it ASAP! By joining #FirstInLine, my messaging program, you get details on exclusive giveaways that I'm doing, updates regarding my keynotes/conferences, and more ;) You can join here: https://garyvee.com/JoinFIL Thank you for watching this video. I hope that you keep up with the daily videos I post on the channel, subscribe, and share your learnings with those that need to hear it. Your comments are my oxygen, so please take a second and say ‘Hey’ ;). — Get my newest shoe here: https://garyvee.com/GaryVee003 — Follow my journey as an #entrepreneur here: https://www.youtube.com/playlist?list=PLfA33-E9P7FA-A72QKBw3noWuQbaVXqSD — ► Subscribe to my channel here: http://www.youtube.com/subscription_center?add_user=GaryVaynerchuk ►Check out my second channel here: http://www.youtube.com/askgaryvee — Gary Vaynerchuk is the chairman of VaynerX, a modern-day media and communications holding company and the active CEO of VaynerMedia, a full-service advertising agency servicing Fortune 100 clients across the company’s 4 locations. In addition to VaynerMedia, VaynerX also includes Gallery Media Group, which houses women’s lifestyle brand PureWow and men's lifestyle brand ONE37pm. In addition to running VaynerMedia, Gary also serves as a partner in the athlete representation agency VaynerSports, cannabis-focused branding and marketing agency Green Street and restaurant reservations app Resy. Gary is a board/advisory member of Ad Council and Pencils of Promise, and is a longtime Well Member of Charity:Water. Gary is a highly sought after public speaker, a 5-time New York Times bestselling author, as well as a prolific angel investor with early investments in companies such as Facebook, Twitter, Tumblr, Venmo, and Uber. Gary is currently the subject of DailyVee, an online documentary series highlighting what it’s like to be a CEO and public figure in today’s digital world, as well the host of The GaryVee Audio Experience, a top 100 global podcast, and host of #AskGaryVee, a business and advice Q&A show which can be found on both YouTube and Facebook. Gary also appeared as judge in Apple’s first original series “Planet of the Apps” alongside Gwyneth Paltrow, Jessica Alba and Will.i.am. — Check out my Alexa skill!: http://garyvee.com/garyvee365 — Follow Me Online Here: 2nd YouTube: http://www.youtube.com/askgaryvee Instagram: http://instagram.com/garyvee Facebook: http://facebook.com/gary Facebook Watch: http://facebook.com/garyvee LinkedIn: https://www.linkedin.com/in/garyvaynerchuk/ Snapchat: http://snapchat.com/add/garyvee Website: http://garyvaynerchuk.com Soundcloud: http://soundcloud.com/garyvee/ Twitter: http://twitter.com/garyvee Medium: http://medium.com/@garyvee Podcast: http://garyvaynerchuk.com/podcast Wine Library: http://winelibrary.com Official Merchandise: http://garyveeshop.com Subscribe to my VIP Newsletter for exclusive content and weekly giveaways here: http://garyvee.com/GARYVIP ## Содержание ### [0:00](https://www.youtube.com/watch?v=fxbRDkmvyTQ) Intro How you doing? - How are you? How's the day going? Good. - Good? You know, I think this is where you need to go very selfish and specific. Obviously, it's unlikely that you're here without some solid level of context of who I am in theory, so I think this is where we can get very, very detailed, so go very, very selfish with the question, and we'll see how many times we can go around. ### [0:18](https://www.youtube.com/watch?v=fxbRDkmvyTQ&t=18s) Sell Over Brand (light electronic music) If you're selling self-published books and digital courses, you're limiting the upside of your speaking career, because you're doing sales over brand. The reason I'm one of the highest paid speakers is 'cause all of you are so bought into me, 'cause I don't sell you a thousand dollar thing, that you will do something like this, or you will pay two thousand bucks to get a ticket to a, so one of the things to think about, you, it's your business. You have options, you have more, like what I had, which is you have economics in the business that are doing well, I would tell you to not monetize your audience for as long as you possibly can, 'cause that's gonna build more economics in the backend. But I do. I only build brand 'cause I'm not selling it, I'm gonna use it. Now, the one caveat to that is, you need enough sales so you don't go out of business in your ideological marathon. Right? But, as much as you can build on brand, brand always pays. The reason Tommy Hilfiger and Fila are back on 15-year-olds' bodies is 'cause it's a brand. It wasn't 'cause they had good sales. Brand, always brand. That's why Transformers and Spiderman and Aquaman and Wonder Woman open. ### [1:31](https://www.youtube.com/watch?v=fxbRDkmvyTQ&t=91s) Scaling (light electronic music) The reasons people don't scale well, is they like to, they don't even realize it, you might not even realize your subconscious, you know we talk about subconscious bias for female, minorities, there's subconscious bias as an operator. You get the high that you're so good at everything, you actually don't wanna hire somebody to do something that does it better than you. Or you love doing it! You love knocking on the doors, so you don't wanna let somebody do that while you make a podcast. But scaling a business comes at two very important traits. One, humility, and two, patience. Also, auditing your fuckin' 24 hours. So if you're sleeping six, seven, eight, nine hours, what are you doing the rest of the time? And what do you need? You might say, "Gary, cool, I've listened to all your shit, "but I need three hours a night of Netflix, "that's how I decompose. " I'm like, mazel tov! Then, let's go back to your eight hours that you work. What are you doing every minute? That's where this has gotten so, the reason I can do, it's scary to me how lazy I think the 29-year-old me is. And he was a workaholic. It's not that I try any harder, it's that I'm dramatically more efficient. It's a game of, and this is for a lot of you, scaling is predicated on your ambition versus what you're interested in your lifestyle at that current moment. The reason I'm great at scaling is, I don't want anything fancy. My most devastating business decisions have been predicated at the moments when I've bought my two homes. I passed, I've never said this clearly, I passed on Uber, because I bought an apartment. If I had just stayed in the apartment I was in for one more year, I would have $400 million. (man chuckling) That I don't have right now. That's about as basic as I can say it. (light electronic music) You should be producing an ungodly amount of LinkedIn content, in whatever form of communication comes most naturally to you. Written, audio, or video. I couldn't be more bullish on LinkedIn as a content B2B place. Couldn't, I'm obsessed with it. It's grossly under-priced. The ads are expensive, ish, 'cause they have a floor. they don't do what Google and Facebook does, which starts at the bottom, they have a cost on the CPM. But organic traction is real. Just putting your LinkedIn profile that puts out content, URL in your email signature, as somebody who emails a lot, is enough of a match to start your LinkedIn content career. ### [4:10](https://www.youtube.com/watch?v=fxbRDkmvyTQ&t=250s) Content (light electronic music) Everyone's like, "Facebook doesn't work anymore," I'm like, "No no no, the ad that was working for you, "has been saturated, "and it's costing you more and converting less, "'cause the people that would convert "on the first thing have converted, "and the feed's getting more competitive. "You need to make more content. " This feed is busy. If it's not contextual, it's not getting consumed. You can literally be like, "Hey, are you a 42-year-old woman? " And run it against 42-year-old women. [Man] (chuckles) That's just crazy. It is crazy! You will scale from 800 to two million pretty quickly if you get Facebook and Instagram ads right. And the way you do that is literally your fuckin' phone. Video, after video. Now you've made the, notice how my framework works so well for you. Now that you're all in on you, you fuckin' can do it on the FaceTime and, you don't need shit, you don't need DRock, you fuckin' like, "Hey Atlanta, I'm comin' through. " "Hey Atlanta Falcon fans, I'm coming through. " Running against Atlanta Falcon fans. Guys, buying ads for everyone is real. I don't care what you do, concrete, pools, but the magic is in the long tail of it. Imagine if you're only talking to African American females, what you're gonna say in that camera, versus talking to Middle America 60-year-olds, who care about our military. It's gonna be a completely different video. [Woman] Totally different. People say things to me like, in YouTube, because I have so many vlogs, they're like, "Gary, why are you changing your adjectives? " They try to razz me for pandering to my audience They're like, "When you're in Atlanta, in the hood, "you're using slang. " I'm like, "Right, that's subconscious," in the same way that, when I'm talking to a six-year-old, I'm, adjusting to your audience is my natural state. It's not a bad thing, it's a great thing! It's why I connect with so many different people! You know? - Mm-hm, mm-hm. So, that's how I think about content. That's what you should be doing. ### [6:06](https://www.youtube.com/watch?v=fxbRDkmvyTQ&t=366s) Influencer Marketing (light electronic music) When Seinfeld's the number one show on television, you run commercials. You shouldn't be sitting around predicting, if Sally Magoo, the surfer, is going to be around in five years. You should buy her when she's under-priced attention. If you tell me that the three, five million people are so under-priced based on your budget, and based on what you or us thought the value of that post was, or video content, well then I'd be like, "Let's do it! " To me, it's a buy. It's like, do you buy one home, or three homes? Well if you can buy three homes for 1/100 of the value of that home... If you can buy a $400,000 home for $1,000, they wanna sell you that home for a thousand dollars! And you have to buy all three of their homes, that are worth 400,000, but you're paying 3,000, you buy those three homes and figure it out later. (chuckling) That's how I think about influencers. There's micro-influencers that aren't worth their fuckin' $80 for their little photo. [Woman] Oh yeah, totally. And then there's people that are, you know. The holy grail is creating an influencer team that understands how to work with seven billion people, and understand if they're a good deal or not, and make that deal. That's how I think about it. That is my holy grail of influencer marketing. I can price every person on earth, and then when I speak to them, I can know if it's a good deal or not, and that I want to maximize my $100,000 on the $100,000 best buy, 'cause I bought $18 million worth of awareness for 100,000, now that is fantasy land, but the closest you can get to that. So what does that mean? You start casting long, wide nets, you have 15 interns that work for free or minimum wage, to DM everybody on earth and ask them how much they cost, there's a lot of things you can then decide to do. But, it is not an either or, do we bet on these three people, and they're gonna be 15 million followers, versus, 'cause you know, 'cause you're doing it, it's not about how many followers. ### [8:04](https://www.youtube.com/watch?v=fxbRDkmvyTQ&t=484s) High School Party Rule (light electronic music) My favorite marketing principle is the high school party rule, which is, if all of you think back to high school right now, and think about the person that was a C, D popular kid by junior year, but started throwing parties where cool kids could go and drink and hook up, they became way more popular on the arbitrage that their parents weren't around. That's basically how I think you should handle this. start a podcast and just interview the people that you actually wanna do business with, and now you've won. Literally the entire, you sending an email with a title saying, "I'd love to have you "on our podcast to know your journey, "and thoughts of the current state of blank," are gonna get a hell of a lot more responses than, "Do you need to place a front end developer? " Now, all of the sudden, you're the first person ever to say that Karen or Rick, the technology decision maker at a company, is worthy of a 45 minute podcast. They share that with their 13 friends on Facebook, it's also gonna be the fact that you're gonna be the first person they reach out to when they, literally, you host the party. That will work. --- *Источник: https://ekstraktznaniy.ru/video/18061*