The Fastest Way to Get What You Want

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The Fastest Way to Get What You Want

Gary Vaynerchuk 16.12.2018 161 251 просмотров 5 274 лайков

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There’s a big difference between sales and branding. A lot of people who *think* they’re marketers are actually salespeople. They’re all about landing page optimization, CAC, and LTV. I think that’s amazing … but what I think about a lot is, “what happens next?” In this keynote, I talk about how to stay relevant in 2019 by focusing on branding over sales. Watch the full keynote here: https://garyvee.com/londonkeynotefull — 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

Оглавление (11 сегментов)

Intro

We have never lived in a time where brand was this underpriced. Let me explain. What is the biggest difference between me and a lot of people that look like me or me and the companies that I work with and I get them there? It is the fact that I do branding not sales. Branding is different than sales. I love when people come up to me like, "Gary, I'm a marketer. " I'm like, "cool, what do you do? " "Well I am affiliate marketer and it's, you know, "conversion based, top of the--" I'm like you're a salesman, bro. [heavy electronic music] You've got your perspective. I just wanna be happy, don't you wanna be happy?

You are fundamentally irrelevant

Unless you are producing content that is meaningful to an audience on this device, across seven or eight platforms. Podcasts, LinkedIn, YouTube, Facebook, Instagram, Twitter, Tumblr. Like, unless you're producing content in written form, audio form or video form, across seven to ten apps, on this device. Unless you are relevant on those ten apps, LinkedIn, YouTube, Twitter, Instagram. If you are not, you are fundamentally irrelevant in society. This is a very important thing to understand, because I know there's people sitting here who have an eleven million dollar business and are super happy and aren't even on social media. I get that, but what you're not factoring in, is what happens next. To me what's most important, is not today. I stand up here and so unbelievably appreciative of that reception that I just got, that knowing how many of you came here to hear me speak. But I promise you as I breath here right now, I recognize that literately everything I did an hour ago and back is irrelevant if I'm unable to execute going forward. Tomorrow if I start making the wrong decisions and not executing. Begins the vulnerability of unwinding everything I have done and I think we all understand society, we react much heavier to mistakes than we do to successes.

You are not here

The reason I'm pushing that you're irrelevant if you're not here is I don't think everybody here, including myself has factored in how much more attention is going here. Let me promise you this, no matter what you think about technology your kids on iPads all day, you always on the phone, nobody talking to each other. How you judge kids 'cause they don't shake people in the hand and look in the eye and all the other horseshit that demonizes technology. Right this second, the way we interact with technology is the most basic you will ever see in your life. Ten years from now, every one of these phones, video games platforms, every one of these websites, are going to seem like a fucking Beeper and Myspace. You have to understand this, here's why, there's nobody here pot committed enough to this, including myself. There is nobody in this theater right now pot committed to this enough, including myself.

Theres nobody in this theatre

When I say, pot committed to this, what do I mean? I mean every person in this room needs to take a substantial step back and understand, am I producing enough pictures, videos, written words in these platforms to achieve what I want? And the answer, and I'll save you time, is no for everybody and for somebody who is putting out 85 pieces of content a day, across audio, video and written word a day, my answer is staggeringly no. Meanwhile, there are people here who take four and half hours to figure out a perfect Instagram post, because they want it to look good when somebody lands on their fucking profile. It's true.

The quickest way

The quickest gateway, the quickest execution for everybody here to get whatever the hell they're trying to get out of here today is to produce content on ten websites. The quickest way for you to get what you want, in your life, is to produce videos, pictures and written words, across Facebook, Twitter, Instagram LinkedIn, YouTube, Podcast, Your website, email, text messaging platform, period. You know what's crazy? I literally wanna say right now, "Thank you, London. I'm out. " It is like, I'm thrilled to go into the mindset I'm thrilled to tell you, and if you follow me on Instagram this is where I've taken most of my content. I'm thrilled to tell you that the reason you are not producing enough content is unfortunately you value other peoples opinions more than you your own ambition and happiness that literally "pants_47" can leave a content that you're ugly and it makes you stop posting I can go into that, a million other things but I make this very clear and obvious the reason I am just beginning to succeed in my ambitions

Media dictates everything

is because today is the least amount of content that I will produce, because I will produce more tomorrow and more the next day. You have to understand, media dictates everything. Right, there is a specific reason that when there's a coup in a country that the army goes and takes over the T. V network and the newspaper, communication is the game. Maybe because of being born in the soviet union, and raised in the US, I had this paradox of being fascinated by a closed and open system of communication. Maybe, because I am an extrovert and I talk a lot. I don't know why, but something came natural to me my whole life, which is communication. What are the things that make people do things? Right? What I am fascinated by, is the democratization of media. What I am fascinated by is that everybody here, how many people here have been following me for more than one year? Raise your hand. The fact that ninety percent of this audience knows that all I want you to do is run Facebook and Instagram ads and your still aren't, makes me want to punch all of you in your fucking face. (audience laughing) I mean, literally all I have been asking you to do for the last two years is run Facebook and Instagram ads. And you fuck faces still aren't. (Audience Laughing)

You missed the golden era

And I say this because I put it on film because I am going to run this exact video against you. In five years, on some platform, telling you that you missed the golden era of Facebook and Instagram because now it is appropriately priced and you guys have heard me if you follow me say this, I regret that I wasn't able to build my dad's business bigger, because I didn't spend enough on Google. I didn't spend enough. I had it figured out, it was called Google Adwords. It was working. Yet I still was doing, newspapers and direct mail and radio and television. Because I didn't understand the context of the moment that I was living in. I didn't have enough experience to know that I bought something so good, so underpriced, so scalable, that I didn't squeeze the fuck out of it enough when Google Adwords was "the best". If you follow me, you've heard me say that Amazon was the number one spender on Google Adwords in those early days and literally used that underpriced attention, to be what they are today. I want you to spend on Facebook and Instagram, because there's is a possibility that never in our lives again will you be able to get in front of people, at that cost. Let me just say it one more time because I really need you to understand it. This, right now and this is why I yell at myself for the fifty eighty or a hundred thousand dollars of my own money that I spend on ads on these platforms that continue to build brand. The truth is, I should spend more, and this is not a joke, if I didn't have such a high expense to run my lifestyle because I have a family that's fancy now. (audience laughs) Let me make it more basic, if I was single right now, I would literally go move in back with my parents just so I had more money to run on Facebook and Instagram ads. I am going to say it one more time, (audience laughs)

Brand vs Sales

we have never lived in a time, where brand was this underpriced. Let me explain, what is the biggest difference between me and a lot of people that look like me, or me and the companies that I work with and I get them there, it is the fact that I do branding, not sales. Branding is different than sales. I love when people come up to me and are like, "Gary I am a marketer" I'm like "Cool, What do you do? " "Well, I am affiliate marketer and it's you know conversion based top of the-" I'm like, "You're a salesman, Bro. " You're not building a brand, you have seven hundred forty-seven urls that you do landing page optimization against and you convert and that's amazing. I have- being an affiliate marketer is amazing other than the fact that is should be called an affiliate salesman. Brand is why you buy Nike, brand is why everybody who is wearing jewelry and watches, right now, are wearing what they're wearing because they bought a brand. Not somebody cookied them on Instagram and re-marketed to them and then they bought that watch for the most part. And so, I brand and why I love brand is because it's in perpetuity. When you build a brand you can play on that brand for a very very long time. Why Facebook and Instagram are special and more special than Google is, is in Google's hayday it was not that I was building brand for Wine Library I was building sales, because when you go on Google all of our businesses are the same. Because they're blue letters on a landing page that you click.

Execution

Brand is when your pictures and videos look different in a feed. Look, I think I'm coming out of the gate in this talk and I'm gonna macro it up in minute. But I'm coming out the gate in this talk very tactical, about the details. In all my rah and fuck what people say and self-esteem, and all the mental shit that I believe in tremendously, because that's what gives you the engine. You know, you are not going to execute shit if you are depressed or insecure. So like, I believe in it but I am putting it on a shelf UK, I'm with you right now because an event that is so heavily marketed against me knowing that you've heard a lot of this. I need one thing. I need two people to leave here who have been hearing me pound them in the fucking face about running ads on these two platforms to finally say "Fuck, it's enough, I'm gonna do it" and watch this, this is very important, and please don't bullshit, raise your hands, how many people here have run Facebook and Instagram ads and it has not worked for their business? Raise your hands. Raise it high, me too. Because not every execution works. Not every execution works, it doesn't mean it's not ROI positive. The ROI of a basketball for me is zero dollars. Its a billion for Lebron. Just 'cause you didn't execute Facebook or Instagram properly doesn't mean it doesn't work, it means you suck.

Attention

Attention is like real estate, when Malibu beach front property or property and buildings in shortage twenty years ago go up for the market and you buy it at the right price and then the market changes, you win. The attention on this device and the platforms is going to change very soon. You, are a very unique group of people that feel that the pied piper of this opportunity is worth spending an afternoon with or two days or an hour, what have you. It devastates me that you even pay attention to me at all, and don't execute on the biggest gift that I am trying to give you. Just 'cause somebody has eight hundred thousand followers on Instagram and you pay them a thousand bucks and somebody else has forty thousand and they want a thousand bucks. I'm surprised at how basic people are and they think the eight hundred thousand is the better deal. I understand it makes sense, the math is pretty clear, but a good affiliate marketer can tell you that the conversion is gonna really matter. If you're trying to sell something, whether its a service or a product, I couldn't push you harder to get into the culture of DMing influencers that you think may represent your brand properly or just have big audiences and start asking them what they would want, for them to post about your B2B SaaS product or your new app or your hula hoop or your fucking cool t-shirt or whatever it may be. All I ever think about, I am very basic, I keep shit super simple on supply and demand, I overlay attention and then culture what's happening in it and then that becomes me and I will always do that. No question, the other territory that I am completely blown away by, is influencers. Super underpriced potentially super overpriced but not allocating a couple hundred bucks a couple thousand bucks, tens of thousands of bucks depending on the size of your business, and putting it into that tunnel and that funnel and tasting it for yourself, is a huge missed opportunity. Huge. Let me talk about another execution, I am really excited about how tactical I am getting today. Pre-Roll YouTube. How many people here consume videos on YouTube? Raise your hands. Cool, Pre-Roll YouTube.

Preroll YouTube

There's a way for you to segment and target people based on what they searched on Google and then Pre-Roll them based on what they are doing on YouTube. Meaning there's a segmentation that allows you to target every single person, that searched open houses in downtown London. If you're a real estate agent, selling in downtown London and he's searching open houses in downtown London but then four hours later, he goes to watch Arsenal videos on YouTube, your Pre-Roll can show up first, based on the context and data that person created in YouTube search. It is one of the unbelievably strong brand and sales executions in the game and you should literally go home and Google, 'cause I don't know what Google's proper terminology is of this segmentation. How do I segment based on Google search as a Pre-Roll YouTube app? Verbatim that. How do I search Pre-Roll YouTube ads based on Google search queries? If you're willing to unbelievably work and understand how the ads work and pictures, videos and written words work, you will hit pay dirt mainly on the back of what I did earlier when said "Hey for everybody that's got it, wasn't it so weirdly easy? " The answers yes. The attention is just so grossly underpriced. And it won't be. And so, I'm passionate as you can tell and I'll tell you something, how many people here actually have been, twenty fourteen how many people have been following me for more than seven years? It shouldn't be a lot, but I want to see it. Raise your hands. so for the twenty or thirty of you, you know, I got quiet, in twelve, thirteen, fourteen, fifteen. Like I was quiet, there wasn't content. Wine was done, I wasn't making business videos, like once or twice a year, a keynote from a talk 'cause I was doing a little talking. I got quiet, because there was nothing to yell about.

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