# 63 Minute Consultation for Small Businesses and Personal Brands (4Ds) ## Метаданные - **Канал:** Gary Vaynerchuk - **YouTube:** https://www.youtube.com/watch?v=IruVbcxIix8 - **Дата:** 13.10.2018 - **Длительность:** 1:03:04 - **Просмотры:** 362,287 - **Источник:** https://ekstraktznaniy.ru/video/18174 ## Описание This was a segment from the "Daily Digital Deep Dive" (4Ds), one day business consultation for small businesses and personal brands that took place on October 12th. Learn more about Daily Digital Deep Dive HERE: https://garyvee.com/4DsYouTube -- You can reserve your seat to 4Ds events below: Los Angeles - https://garyvee.com/4DsLosAngeles63Min New York City - https://garyvee.com/4DsNewYork63Min London - https://garyvee.com/4DsLondon63Min — 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: h ## Транскрипт ### [] hey guys big shout-out to Caleb in the team we're turning around content real quick today this Friday I just did a four DS at Vayner there was a ton of great content they decided to turn it quick I made an intro I hope you enjoy this episode this is more LinkedIn business some business this is not motivating you this is business talk enjoy this business talk thank you all for being here let's actually let's go backwards sorry brother let's go right into it what can I answer for you so for us in these smaller markets you have CNC markets yeah of our customers are rural yes they're in the country I know I'll do this to be independent get away from the utility company the man all that kind of stuff so it's been interesting for us because in those markets it's easier easy for us to get in front of those individuals we and it's all about cost so in this part of the country where we are Arkansas Missouri Kansas there's no save the world Go Green it's not like a Berkeley or Seattle where they're totally under seasons it's 100 percent will this save me money above and beyond stay with the utility company and so for us that's really what drives it so as we move into the towns or as the process plays out I mean you know I don't know the business one that I assume once you put the panels on you know it's hard to unwind and move to somebody else you know here but price is an incredible thing to play on sure I built wine my brand price right price is incredible to play on I think the question you always have to ask yourself with price is can somebody come along with bigger pockets and be you on price you know where everybody this is the reason Walmart destroyed Kmart and Bradley's and Kaldor and those guys destroyed Woolworths and when you were in the price game you only have a moment in time right that's right so for us and to your point if you want to expand there'll be other creative pillars you'll have to play on that's exactly right so as we try to get into not necessarily urban but just into the neighborhoods themselves like into town right solar adoption is so low and part of the country it's not like being in a Phoenix or a Vegas Irish ala Forney we see panels everywhere we've had a difficult time breaking into the towns breaking into the neighborhoods breaking into the 300 400 500 thousand dollar homes rather than someone out in the country that you know they buy a solar system for 30 grand but their house is worth 120 right so it's trying to craft and create our marketing and our message to break into a different group of people and talk to them about the benefits that are for them and it's just something we haven't completely tackled and figured out yet have you tried do we have to have a certain extent we've talked about there's a 30% federal tax credit that you can take so we've tried to go into a different demographic and saying hey you want the best investment of the year do you want the biggest tax break that you could take average tax credits of 8,000 we've tried you know marketing more along those messages of saying hey maybe not so much saving savings but let's talk about this from an investment standpoint a long-term standpoint and why you want to do it but any rhetoric or how many different creative so you said you built it on Facebook then you expanded that's right when you one on Facebook how many different creatives pieces of creative a video a picture a you know did you have in that execution you'd probably at this point a couple of dozen all video ads of me 2 to 3 minutes long did you know educate educate if you want to find out more if you found this intriguing click below we'll reach out and do a free energy consultation and so what about for the three to four hundred thousand yeah how many different pieces are creative we pretty much did the same thing across the board and so the same amount but different messages no not necessarily different message but less we thought we would do different messages to an extent but we would serve them to everybody that's the problem okay different message different audience the end right like anything in life like you enough of a scale of a psychographic or demographic that it's worth your time to make the creative right and as many as you can like literally the best way to sell to me on instagram is to make a New York Jets reference that's the truth it's my actual religion I will pick Jets over everything family religion and money Jets over everything it's a truth now that's not a lot of people so like betting the farm on jet bands is probably not the right move but I'll tell you that what you need to do first of all here this is gonna be the answer for all of you everybody should take away from this there's the written word there's pictures and there's video and then there's what you say with those things and then who you target when you get great at that everything changes the Vayner the company's going through a big transformation a new kind of strategic pillar base didn't you guys saw the post I made the Gary Vee content model the 88 page deck did you hit your guy's radar if it didn't you should see it it's a very like it's probably the most love I've ever gotten from the internet because I think everybody deeply understood that I could have that people not like not me but people like me would charge 1500 bucks for that ebook and destroy it I highly recommend you look at it but it is the answer to a question like if you live in Kansas City like look if you're a 45 year old I'll give you an example I'll give you a great example because the hat you're wearing if you're targeting people in Missouri a higher net worth that are of and you target 42 to 63 year olds and you make a reference to the 85 World Series it's going to work make sense and if you can if you and if you layer Cardinal fans and say one thing or if you layer Royals it's either that was the greatest or that was some right it's striking emotion to capture people's attention right for example when you make videos and you're lucky you're using yourself and you're looking in there and you're like Fort Worth Texas I've got to tell you cool let's film again Kansas City Missouri like and then you run it against that you know somebody from Scottish or you know Wales background versus an American or versus you're saying yourself you're tapped out on what you've got we got to go younger getting four influences that are cool to actually wear that to start the process of getting 22 year olds to even consider it because right now the consideration is that's well you're not gonna run that ad against a 68 year old Scotland Scottish boy you're gonna run it again you know and so like it's super important like I'm already happy that you a dozen or dozens which is already way further along than most but it misses the mark I literally think that you should have four to eight thousand pieces of content between written word audio and video and running a hundred dollar ad against it versus a thousand dollar ad against twelve it's reverse got it yeah I want you to pay more for your CPMs because it's more expensive when you go more narrow but you're actually converting on what the you care about I'm thrilled that we're paying $22 to get somebody to buy this because the math works right but marketing companies Vayner itself others people that are they want it to be $7 CPM is now 22 because that seems right but then it doesn't play out because it didn't mean as much to them right so even hearing your for demos like every one of those demos needs its own creative pillars and then within it psycho and demographics there's a big difference between the stage mom and the actual girl in it and they need to see something different are you kidding so like this is about the word of the day is in perpetuity words pictures and videos in perpetuity never stops and by life but like just even looking at you this is not a joke yeah maybe you over-index with urban right and maybe you need somebody else making videos and I would love to know like how many homes is the wife or the woman the decision-maker she's gonna need different yeah like he can't make a video so he'll bro but that's exactly what you should do for 29 year old single guy sure like this is the problem with by the way back to America everybody just wants it to be blue or there's just a million different variations that's how you actually do it otherwise you know and so like you know you can't say hey bro to a highly liberal 29 year old in San Francisco right so like all those things you know that works for you in a maggot there are subtleties within it right and then did it did make sense good feedback I have one of the question I asked this earlier but you know we're at 80 people right now good down there over two and a half years it's a lot of growth you know you're at 800 something people now we took a little tour this morning checked out things you've been able to keep your culture fire intact here fire is roll by right and so we're hitting the stage now in our organization where now there's people come through the door that we're two or three layers removed from me now I don't know their name anymore I'm seeing people that I'm like yo I shouldn't know that I don't know that guy anymore more policies and procedures are good too yep just think we're feeling that happen how have you been able to grow firing your agency like this and keep that cloture firing yeah you're not gonna know their names you're a human being you're gonna lose like I don't have the relationship with number 202 number 800 that I do from 1 to 200 that's ok guess what News Alert not all kids have the same relationship with their parents and there's only one or two or three well two or three right like it just is what it is like my parents love me more than my brother and sister I was the firstborn you know like it's just a lady backs out here what I mean by that is don't dwell on that and that crushed me I took so much pride in that but that's not a winnable game what is a winnable game is firing the 80 people that are the oh jeez the three of them within that don't like change are playing politics no there's a you know when Ken knows Sarah underneath him is more talented than ken starts the process of eliminating Sarah that's what you have to look out for making sure the 50 oh geez the 20 most powerful people in your company are playing for the logo not for themselves I laughed watching my most senior executives jockey for themselves I'm on trickable on that and they tonight sometimes I let them get away with it for two years it's fine I'm doing what's good for the logo but like if you're not doing your time will come here individual people not not people that have already worn it on a flip more actually um both yeah no it's exactly I love personal I want to tell you something I love you because you're right it's a good observation and it's a great thing to be thinking about only thinking about because it's a huge issue and correct but that's my trying to figure out wrap my head around what's the direction because I'm about to put money into renewing website and I'm going and Phil right to do it in a traditional way I feel like it's like air B& B where people want to sell their stuff and I got to be the person coming up there's two ways to do it it you're being very smart let me throw two things at you one yes here's your problem if you decide to be a platform instead of a retailer you need to make sure you have a partner or a very senior person that's super incentivized who has platform DNA like I've watched people all the time when I my hairs go up when ### starting to build a tech platform [12:31] I hear I'm starting to build a tech platform two years ago I'm oh this is what smart entrepreneurs like you and I do as a mistake the first time I did it the first time you go into tech you don't realize now you're in the tech business and you need a tech partner not somebody you hire to build it right so a couple things that's one I'm gonna throw you in a different place that I think is super interesting to think about you're right so now the question becomes the other thing you could do which is definitely more in tune to where I think you could go because I think the first way you'll have to make that big of a decision which is okay let me start a separate company with somebody you do a 50/50 JB and still have this so a million ways you can go about it but the way to combat what you're dealing with is quadrupled down on brand I mean you'd need to quadruple down on brand because there will always be the person who you even if it make people feel like no this is the one I have to buy like this is the brand like that's the ultimate like Nike is never real I cure always worried you're scared you're being smart but like people gonna buy it like you have to be the brand and so you have to go from a utility this is what you know it's funny back to your name you know like all those people that built websites that were so literal because everybody cared about SEO and search and so their company was called like you know hardware tools Depot direct calm the problem is once Google which is where we're at now became mature and it wasn't just about math and it was about brand I know that so we're gonna go mope get back to you like you know all of a sudden they had to build a brand and their brand being hardware store utilities dot you Depot direct comm is not a brand so you have to triple down a brand and I think we're representing a lot of brands so our brand is like taking care of those brands and pushing those brands and getting it's more like taking care of the person who needs it well let's talk about that for a minute so you as a retailer are selling other brands yeah I mean we're doing a consignment costume it might be a Weizen it might be you know there's come true it might be do you do you have well that's where you just bb2 so I would quadruple down on your own brand like quadruple if I was still running my dad's wine business I would probably take us to 35 percent private label and I think they're probably out like two percent right now it's the only place you can go in the long tail of the internet because those brands you just mentioned their strategy for the next decade is to go direct and not have you involved wherever they go yeah wherever they go we're I promise you they're gonna go is direct-to-consumer oh yeah why would they give up the margin the frictions been eliminated right so that's what I think you have to do I would highly recommend going heavy on content around your own brands paying influencers to wear your own brands put your brand's you know you're probably you have a cup you have multiple brands that you're private labeling or one or it's one brand good cuz it's the same name so what would help me know well when we originally saw you know we thought you gotta go after skaters gotta go to dancers you about under-17 our function yep that's a lot to manage yes so you know maybe that wasn't the right strategy so we had uncork Peter from the costumes Chris look mature for that you know overall stuff and I'm part went under that and it's kind of like are we confusing everybody do we just pick one we just go Chris Couture costumes but crystal Couture costumes is a retailer that consigns other sub brands right I'm saying you need to create a brand and call it like yes like when you go to Crystal Couture you know calm like the feature dress is brought to you by a brand named dolly doll and that's you own that brand and you try to make dolly doll Nike yeah and I guess we do that to a certain extent because all the consignment stuff is undergone and then we have couture designer when you say 'under are those are separate coms or when you land on the website it's separate that comes that have the same website I say with costumes and one and we lead with our other stuff I say I think you should visit common if I bought your into your company we became partners our first meaning would look like this I think we should create a brand like hey Swiss like a not like a brand and make a great dress or costumes or whatever it is and market the out of it you know it's the evolution from going from retail like to going to being the product because that's what the Internet's gonna force yeah one way or another you know cool you're welcome well I'm we dominate the inventory on our business and I want to upscale my business to some things that we don't have tell me what you're dominating and tell me examples of ideologically what you would like to what we dominate what does that mean like what give me literally like a dump truck how much is a concrete pump from $80 to how much not 8,000 yeah to 500,000 right and how much do you buy them for 10 bucks if are you are and the reason you're able to find them like just in that world how are you marketing or what's the funnel or why are you why did you guys get great at it is it social media ads is it direct mail is it phone calls is it knocking on doors like what is it well it's prodding them at when you know in Mexico yeah they don't manufacture the kind of equipment yes so they're in a construction company they're always looking for and equipment so we started advertising and medical unit which is a Bey in Mexico and their website and that's how we first started selling art well it's on now Carlos you go to auctions to pick them up right we do a stamina the appetite for the market and the way we started our business model was okay we started doing like a lot of dealers you know starting helping them with their old equipment that they wouldn't take in right yeah sadly like David will take your junk we'll buy it yeah buy for cheap and you know take some money way to do better do the new equipment and that's how our strategy love that yeah and we came upon me there they started financing another you Clementine take it in 90 days I understand so what do you want to sell now I want to sell them and I'd like that I don't have I want to open the umbrella our customers say okay we don't have this on the inventory okay but we have a notch and that we're gonna participate in this what's gonna come out are you interested and I want to I want to get customers to feel comfortable shopping what we don't have I understand right well I think you can't feel ready yeah so I think I well can they feel and touch the other stuff cuz they come somewhere physically or they watch looking at it online well first of all they contacted phone via phone and then if we get some interest they'll fly in because we sell our marketers nationwide right don't fly into the knows airport put them up and then they'll get a feeling of the equipment right now I mean there's only one way cuz that people have ever sold anything that they don't own and they want to make a money on the float on the arbitrage of what they know they could pay for it and being bidding for it it's only been done based on building trust around the brand there's nothing else and there's a what's really amazing about today's world is like I think you take a little bit out of what he does and what I do I think you make collateral videos like and put yourself out there and be like how long have you been in business right like I've been doing this for five years owning this business you can say whatever hell you were doing before then you know you there's a lot of things you can do I mean like you know you can put money into escrow like you just chip away like there is no magic pill you need to make the first 50 people feel comfortable and be aggressive at it I mean you could put up you could have the person put up the money in escrow like there's a lot you could do you could personally guarantee it like any time I'm doing something that may feel weird I'm always comfortable doing anything because I know I'm not gonna rip them off like you know like you should do things for the first 50 people that you won't do for the fifty first person too many people go ideological I want to figure out the entire business model on the first transaction got it so all you need to do is have examples right one you know and guadeloupe trusted me and he got it right and what you don't have to tell the world is like and I put up all the money on escrow too just to make him feel very comes to you know what I mean whatever it may be but you I mean that's just the way it is this is no different than when I tell people do for free at first like well Gary I'm work for five thousand dollars an hour I'm like says who if you work for five thousand an hour you should be getting lots of hours and getting paid but it doesn't look like the market decides so I think if to build trust create less risk and you see right and you can do a million different things I don't know your cash flow like you know there's a million ways to do it maybe for the first time ever you open a credit line to help you do the first move like there's a million ways to do as long as you know you're not gonna take somebody's money and run off right I always tell people like if you're on the right side of your intent ### over deliver for the first customers [22:53] you should over deliver for the first customers because your interests are aligned you're trying to create examples for other people to trust you and so thus you're willing to go further you know financially or credit or sign something you would never normally sign I do it all the time to this day so I mean you know with k-swiss or with HarperCollins I mean with what it's funny to see the snakes or something it's really funny I don't remember but either my last case with steal or my last book deal basically I was on the hook like I had to hit it and basically I just said to myself learn just buy them and give them away if I have to like I'm not gonna screw the partner right I'm not gonna be happy I'll lose money but I wanted the example how do we build our budget for marketing icon Facebook on social media huh how you take that number you guess with a number that you feel great about if it goes to zero so if that's ten thousand bucks and it goes to zero you learned what can you afford to lose you know on Facebook for me at this moment and all of you know what I feel about it what can you afford to lose but it comes into making remember the biggest reason people lose on Facebook is they make one piece of content and they target broad got it that's the reason people lose on Facebook one piece of content and target broad because they act like a big company I'm gonna make a commercial and I'm gonna target 18 to 35 year old dudes that's my favorite part has anybody ever met an 18 year old and 35 that are super they're so not different like just by common sense an 18 year old guy in a 35 year old are two different dudes yeah yes of course you lived it you know exactly what kind of idiot you were at 18 the one-piece content you put out that hit me was the thing like a media company hmm I'm a media company taxes on fuels I love you um trying what happened when you started make when you made that switch what happened I decided I had to kind of go all-in Facebook I said okay we need an actual we already now 14 person company as of a year ago we were like a 10 person already so you added those kind of people who don't like yeah and did you also go more into content do you go more into the TV show versus the commercial because that's what happens right when you understand you're not you're selling by doing brand you go from being QVC to being Game of Thrones you do blogging inside stuff like that you're down my marketing department great news is I'm also the marketing department so I got to tell you what to do good love that the so we're doing a facebook Q& A live session for an hour and a half first Friday of every month we take each individual question chop it up have content with the whole month we take those long tail yes idols yes Google yes mr. about the audio for podcasts yes and the montemagno we're actually putting a second story on our building to basically house a television studio and expand the question is we're doing a we're going to be redoing the website right now it's a strictly ecommerce website and we have a bunch little toys for the customers to play with the design error like that mm-hmm tour and walk around the question is should I leave the media stuff all the free content and putting out live on YouTube when everywhere else and then have our e-commerce site of a black hole or like people just come there to shop period or should I try to be post feeds or embed Beauty I understand we say product but not going to step up on there both will work I think when people open the can of worms of deeply integrating all this media into their web sites it gets convoluted and they get that most people suck at integrating content you to their websites for commerce so I'm very comfortable in you not even though you have all that collateral because it's really like let's play it out one more time Nike markets and then you go into a store and buy it there is that separation I'm not against it I'm also not against you having a little bit there I probably I'd be more excited being a product page level content play than a landing see what I mean uh-huh that's why I think excuse me I'm sorry oh yeah that's what I think we're teaching but it is a scary kind of concept for your a guy - yeah what why do people do it there is period yeah knew it anybody else no I get it there's like there's a lot of subcultures in it the main the bagpipers not gonna stuff piled athletes the main one is Karadzic oh so the question I have is we're kind of thinking about other types of content to put out of yo for video do would it be a good idea or two cookie to do a invite customer in and say okay I'm gonna record an entire package sale soup-to-nuts where I gave little hints and tips and tricks during the entire process and I'm not a Salesman it's more like okay tell me your budget I want to maximize what you can get and the versatility within that I'm not trying to you know squeeze every penny out would that come off do you think as to sales pitchy or would it kind of like no I think it's like a fear I think it would do a couple things one open up a different world to you where people would look to you more as like a business and sales guy which could lead to certain things look I think intent trumps everything so like I'm not worried about it being too salesy if the intent is it to not be too salesy you know I think the interesting part is like going deeper into the four or five biggest subcultures and making sure you're creating enough content for them cuz heritage makes so much sense and feels like felt like to me is like damn that's got to be the business but when you start talking about other subcultures demographics psychographics you know sexualities things of that nature you want to make sure you have enough content filling those pipes yes I'm very aware about of America I would run at first of all even if you didn't have the political undertones that we have today you shouldn't do it because it won't convert and the media is underpriced see Google's not underpriced anymore it's properly priced that's why it has a different strategy in facebook when it's underpriced know you run hat which is the right way to do it period on Facebook because organic Reach is super low anyway but the ads are under priced so the people that got are losing on Facebook are emotional that the organic reach is down so they're checked out meanwhile the ads are under priced cool first off got it man I love watching you think how you go so quickly from being in your head back to your heart going through your experience that transition you look up thanks fascinated a lot from the psychological aspect of things two part question one part about finding talent another one about developing marketing aspects of the businesses all three of my businesses are the same business they're just doing different jobs hire seven or eight originally started off with me being the brand that was the face I was giving my what do you Wednesday videos question answers all these things be in any personal interaction the rest of my team is get left behind because I'm the face of brand everyone wants to go to a while later let's go see you later now I gotta start going okay go see my specialist gonna see my specialist than that my talent pool my industries are very small in New York State we graduate maybe 200 that come first every year now that's not 200 good acupuncture's is probably three or four that are good how many actually have the cloud at Christmas characters ticks that heartfelt compassionate desire to grow that don't want to do in their own tried leveraging the schools of UVA first opportunity top five grads immediate without a job placement trial one in six months they want to be a company teach about I don't want to leverage my time teaching them that downplay or do i well I think you know first of all I haven't listened to enough yet but very quickly when one I want to make sure that it's not your ego that's making the pool small but if let's say you're right and that pool is that small and even to your point even if it wasn't ego and all 200 we're good that's still not the biggest pool in the world I think I liked the fact that you ended your sentence with or do I because it's almost like as you're asking a question you realize if my vulnerability is this thing then yes there's a lot of things maybe I'd rather be doing but there might not be anything more valuable than my time on that because I'm in the vulnerability of that pool there's a bigger question which is even if you got the top three every year you know employees by nature are always a vulnerability when you're at the vulnerability of an employee skill set so the model becomes the thing you have to scrutinize it I get it yeah keep on practice been around now for about five years pretty much soft with Highness it's rolling on its only if I take a step back into the six months kind of step back to see where yeah a smart vision and three months of started dropping and when you say at the forefront consumer facing or back of the house operations both the three companies one more time acupuncturist yep and do all three companies sit under one LLC and his anybody have any equity in the individuals got it understood I mean look when you know back to what you deal with by you know you rodeo like you know when you have too many ideas like it's all about having people in place that can execute and an understanding what their incentives are do I hire people will be funds for that do I hire locators which we gotta do I can't be diploma camera doctors well I think one thing that you need yeah there's a couple things to think about number one you know like building personal brands as the marketing play is only something that people are paying attention to now because it's hit the zeitgeist but it's not the right answer all the time like I don't know MetLife doesn't use the CEO of MetLife they use snoopy right like you know so I look I think it's a very first a lot of people stumbled into it there's what's going on Instagram which natively makes it about that more so than other platforms I there's a lot of ways you could do it like to your point like you can hire people that want to do it or you can start thinking about building it more about the brand and making the marketing the brand promise Equinox doesn't have Ernie Equinox in their content so when you say camera just to be able to do something so he stole your d-roc busy yeah it's good kids great yeah do you want me to steal the Jason's like video kit Jason I'm just gonna get him just for fun just to settle the score get me Jason's info I'm literally gonna steal Jason it's just one big meta thing you come to fourth you come to four DS if Jason just moves around you don't the reason I win a lot with people who are either celebrities or on their first day when I help them when if I have time to talk to them is because I realized something a long time ago which is you can't force people to do things they don't want to do and expect success there's a very specific reason my report card looked like it did this morning when I posted it like you're not gonna force me to do that and more importantly you don't want to waste the energy convince them I believe you are I believe it so you either a now hire going forward we're the upfront promises this is a disproportionate video recording environment and by the way if you were the personal brand put this out here's what I would do in the what you make a face front-facing video and Internet and saying I'm hiring practitioners in this craft that love being on camera as well because that is my macro thesis for my business two things are gonna happen you'll get deal flow the people that work for you now may actually raise their hand and say you know what changed my mind I'm gonna take that camera yeah an amazing thing happens when you put pressure in real life not in thesis or words yeah they're gonna see that video and then be like they're gonna decide if they want to be there or not and some people might not give a and be like cool let's see him hire somebody better that whatever crap than me and then you do and then the police out I would definitely do that what's up 100% and here's the good news we're going through this at Vayner right now looking James and Mark like we had this big meeting and I was like in the beginning in the end I was like look I'm changing the direction of our creative output and their strategic and creative output and it's super okay if you don't agree with me because I know it's fairly rogue and so like come and see me and I'll get you a job doing what you want to do for more money somewhere out this doesn't have to be bad back to personnel I don't want bad I just don't want to go to business I'm definitely I'm in charge of running the business so I'm going to change the direction and you know you're a hockey player I just we've been playing hockey and now I'm saying we're playing basketball not everybody's gonna transfer that skill and that's okay and I think that's what you do you know it's okay that they don't want to you just know it's super important for your business and you're gonna do it that I definitely do it's also thinking that you should also think that you should definitely hire how are you running ads who's running them my buddy that's what he does with it got it and you have any sense of he's good or not yet and he loves to run quant ads listen you know you've seen on video what you've seen person you can't you guys can't run enough Facebook and Instagram ads now it's better that you do it well you know but know that every industry has a well for now because it's so under priced there's nothing to tell me from kilts to $800,000 drills they all exist there I think LinkedIn is super interesting I brought up earlier like I think there's a version of that there too and there's you can and again this is back to psychographics so it's you know a Magga or an extreme liberal are different on facebook than they are on LinkedIn you know you guys hung out a little bit last night right like it's a different vibe than this is this we're in an office we're having a bubble you know you got it you have business talk last night but it's a little more casual a little more tequila right like you know and so the context of the room really matters and so all of a sudden the video you put on linked it like we are starting to get mature I'm looking at Caleb now on my team you know like we're starting to get mature about like okay like you know for example I mean you guys know I'm so respected by my fanbase of like and he hasn't wavered and he isn't hearse he continues to curse he hasn't stopped even though but meanwhile it's just black and white obvious to me that I could be much further along on LinkedIn if I just add beeps and guess what beeps like it's not super complicated trying to win out here in like you know LinkedIn's an environment psychology why's that there is dramatically more qualitative feedback in the comments of like this guy curses I loved what he had to say but I'll never listen to him again and listen I don't have the audacity to enforce my will like I'm gonna be me as a human I'm not gonna stop cursing but in post-production we'll get a beep got it yeah so I do think that um I do think you have to you know what here's what stop for entrepreneurs is turning into executives it's rough and so it's about trust it's about eliminating ego it's about being really good at firing when you make the wrong call what's really hard especially your compassion empathetic person it does get easier nice to stay on things for two years now there's six months see you know but they should be one month and that's just the truth so yes so a lot of work we've had some I think epiphanies over the last year where we start to see more and more as the content and it's quiet and it's quietly all sales driven but even the people that try to fake it and like show something if you like sniff it you're like that's a sales yeah it's like free consultations you know like yeah you know what I mean though it works ya know but you know what I mean like it is but like you know what I mean percent so basically what happened is in about May we started to look at the content right we're producing ebooks we're a consulting firm so what do we do you look at don't wait don't you produce these thoughts yeah then we look at engagement right and so we put this GDP our ego right yeah it's right yes so good the engagement terrible right terrible everyone downloading it's all middles funnel people anyway people are the inner pipeline or really to new people so like start listening to you right and started to realize like wait I'm not scaled I think that was part of it too we're a consulting company I started the company at first when I started it I didn't name it Dunlap consulting because I wanted to say hey learn to build a company or build a brand right but what I've realized over time is maybe that was wrong right and so it was wrong because it was the proper point of view of many in a world that doesn't exist anymore right the Internet is a much bigger thing than people realize and so to your point where you went to was like right I was playing under rules of a yesterday right keep going exactly right and I wanted to build if you look at like our consulting room you've got the beasts and you got ones in Tuesday's yes and I always wanted to build a comedy right - yelling to try to build some lifestyle yeah in May we just said all right we'll it I'll just start posting myself on LinkedIn text-based posts just talking about the things that we're doing I think we were I was always very hesitant I'd push everything to scale scaled is doing these things and instead it started to talk about the things I was doing and then by you know people figured it out and I think we've started to see at least a path word for me on LinkedIn right talking about make sense got lots of posts that are getting make sense hundreds of thousands of views thousands of likes so we're starts here out it's great to figure out some things there are you running paid only thing yet because it's got that floor pricing and it feels expensive yeah but you can get super narrow yeah I think about it you can target an HR director in the concrete industry like you know there's a reason it's $55 CPM like you can get to like you know how great in a b2b world knowing the title the person that's seeing it is you mean perfect yeah something you should a hundred percent test yeah like tomorrow because again and here's how it works is where people up pay attention for some of you if you've decided we haven't tapped into st. Louis business I'm making up now in the insurance space the opening video right you know we're about to go hey st. Louis insurance dealers it's me Dunlap let's go like you know like if you can't imagine what those first three second speed and you can't imagine when you make the video after you know who you're targeting yeah I think the other piece was trying to figure out is Facebook and Instagram right for b2b right so we are a sales consulting firm real quick thinking about that don't like one of the things that's really bothering me is you don't have to do everything win on Instagram the watching everybody try mainly because it's the most culturally important platform and they're really doing it because they want to be cool in real life not for business is like the funniest thing I'm watching it's not like I'm like you don't need to win on Instagram just run Facebook or it LinkedIn or whatever it may be but they're doing it because it's so cultural and they want to have 5,000 followers but it doesn't like yeah but this is why I keep this why I have to keep like I look I think you can ironically win on Instagram it's so cheap that it is worth it the truth is though you have to squeeze the out of the thing that's obvious before you can even begin to think about the rest let me give you one that will work for all of you I don't know if anybody here has started running pre-roll YouTube ads based on Google search queries but that's incredible actually can somebody do me a favor Chanel can you go ask the media team what the exact terminology is around that can you go ask Garen like to find out I don't I always say the literal I don't know what Google is calling it it's when you are able to run pre-roll ### run pre-roll [47:46] on YouTube based on people's search behavior so like literally people searching for I'm like consulting help from my account it looks like buying like people are searching buying a drill and then that same person is going and watching soccer videos but then you show up and be like hey are you in the market for a grill and he's like oh I am how do you know it's like spooky like that spooky ship is based on that that's the best one that and the people that did well on Facebook video and they make that under strike so it's the intent based video brand based so think about all right you see where I'm going so mom's going to watch like a clip from her favorite show last night but you pre-roll in and 30 days ago she was searching dresses it's a great product what are some of the macro trends you see it B to C that are going to infiltrate in a bet I'll answer you in a different way that I think is really what you're asking I would heavily lean into HR dynamics sales teams are vulnerable because of human things you will win SAS sales people if you made a video of why you should fire your top salesman it will viral little cross crush yeah and it starts like this your top salesman he or she's a dick and it's making everybody else suck and you're letting him and her get away with it because you like the numbers they're bringing in but they're destroying your company let me save you time that is 97% of SAS companies problem right now that will go Phil let me tell you what happens with that video you target that video to HR executives on LinkedIn and pay their high Vig if she or he has the juiced any organization you're gonna get a lot of business yeah because they're sitting right now pissed because they know it's a vulnerability and your video is gonna give them the oomph to go into the CFO's office and say this game's over Sarah CFO I'm done we're firing John tomorrow so human truths is the number one whitespace in sales right now we're seeing that I see it we've unlinked it killing it we see it too now what I'll tell you is don't like so I've see it too we see it on our LinkedIn but we're still doing more video here's why don't just pander to the platform's algorithms if your currency is you know getting more views what a video does is it builds more brand right got it so I'm losing the LinkedIn algorithm but I'm establishing more brand and I'm willing and I mix it up so don't just become one-dimensional on what's working there's so much of that going in on LinkedIn right now people are scared to try new things because certain things are working right now I'm getting the least kind of stuff that I like engagement and views for the last two weeks after the best week I had because off the momentum of the look the best week I had I said you know what I'm gonna take my own advice I'm gonna I'm on a roll right now in every videos getting a million views let me put up stuff intuitively that I don't think will do well to learn from and it hasn't done well but the little lemonade clip did super well and that wouldn't have been something I put up before because I just fun light-hearted not what I do I'm like okay the human stuff got to think about bad opened up a new concept so you see what I'm doing like as soon as something works for me I try to destroy it and what most people do is they become vulnerable to it right that something works and they lean all-in right and what I do is I never let something have too much less I will never die because Google slow down I will never let snapchat destroy me Twitter I'm so diversified right written audio video first in line my own CRM I've got your text numbers I've got your email text you've got it I bring ### bring top of the funnel awareness to the agency [52:01] top I bring top of the funnel awareness to the agency a lot of people don't want to work with vaynermedia because they don't like me and a lot of people want to work with vaynermedia cuz they like me but then that's better than not doing it audio I would start a podcast yesterday yeah audio matters and what's really great about audio is you can have some of the other team transcribe the audio and make it written content for you on LinkedIn the did you see the deck the 80 the gap yeah you will you need to look at it part it's you can Google right now Gary to be content Decker a note something you're well on your way now let me I can just let me tell you the real answer you're looking for more it will go away did you do Google AdWords in 2003 when he started yes 2005 five six yeah crazy stuff right yeah not as good as it is now the end see that reaction for part yeah it will go away because everybody on earth is gonna do social media which is gonna raise the prices so you got something that's the reason I've exploded last 18 months I had that conversation myself I'm like okay I talked about publicly regretting that my dad's liquor store wasn't 200 million because I didn't run enough Google Ads I'm about to do the same mistake I'm at the top of my game in the thing I'm gonna be pissed so it let's go from four to 20 people let's go all in let me be it and you guys at you know I don't know how long you guys been following but the last two years are very different than the years before that fun industry dance competition yes everyone's kind of all about it in our kind of world b2b average ticket 2250 grand average take a twenty fifty grand really competitions we don't take our money from like the dance from the parents we go to the dance studio so that's kind of like where you enable a dance studio to be in the dance competition business correct like them paying you 20 to 50 grand to compete correct to compare henan events cuz the studio enters correct I say and then they do whatever they do underneath right whatever the they're into that make a big not make a big whatever okay from there so we're an advanced based company about 180 events so right now our social is mostly just for the kids we really don't have a strategy to say hey some of dance studio come register with us it's mostly just entertainment good right so which how many dance studios are there there's so just in our database about 10,000 love ideas I'm gonna give you an answer that I think is a be idea for you but an a be for everybody else that I haven't gotten to and I'll give you some others using Facebook and LinkedIn to create in-person events is unbelievable and I know that would make sense to you and it's gonna make like sense to you new my favorite thing in a new neighborhood and the clearly in sales I would use wine because it's authentic to me there's also golf there's also other things those two are really good but running ads that say you know just back to prospecting I'm hosting a dinner at this country club or I'm putting on this up the and you go macro so let's use an example and everybody will take it from here you pick an area where there's a lot of dance studios so you can run ads at a lower cost and you'd say hey Phoenix I'm we're host ands videos very authentic back to like Pete and from the camera you're like I'm gonna be in Phoenix we rented out a wonderful room in your awesome steak house Johnny Steakhouse I saw the great Yelp reviews I've been wanting to go there got some nice food and wine and we're gonna be putting on a 20-person dinner where we're gonna talk the State of the Union of dance studios opportunities in social media how to make more margin what's happening in the macro trends how the TV shows have affected us what's happened last 15 years I've been in the family business for my family's been numerous for 35 years I've been running it for 15 da-da-da-dah please fill out the form and I will pick 20 of you can't wait to see you on November 19th at 8:00 p. m. that's your video the copy has all the information and has a link it's a Google form the Google form has questions one of the questions first it's like name studio revenue employees whatever the but one is a open-ended question where they have to answer it that will give you insight if you think you can convert them you pet you spend you know 500 bucks on the Facebook ads you pick up a thousand dollar tab at the end of the night and for 1500 all in you've got a captive audience where you're the host of I call it the high school party concept right like whoever was the high school kid whose parents traveled a lot or didn't give a that was able to host the parties coolness grew dramatically because they hosted the party so like you watched a lot of people be nerdy freshman year and then become popular because they figured it out and they their basement was in play so the cool kids needed it so they by osmosis got a little cooler and the worst versions are they woke up and realized they were taking advantage up and the best versions as it worked out right so like but that was it right no that's what I want a lot of you to do I want you to host the event in a b2b environment or high-ticket b2c yeah see what I'm going yeah that will work it's superhuman it's incredible networking the people that are gonna sign up for it or exactly right like they've got to take time to fill out the form but like your personality can shine through be like a what's the worst that can happen you can get a free meal like you know it's really fun it will really work and then again everybody here is their own person there's some unique things like me you know come and learn how to rodeo maybe somebody here is great at tennis and that's what they want to do like as simple as like this where I want you to have interpretation keyword targeting within Adwords because you can just you - yep cool maybe when Garin comes in there right now we could show like the URL that explains it okay Norris Nourse again if you're a great tennis player and your concept interpretation of what I just said is doing something called like doubles Tuesdays and every Tuesday you find three people and you're one partner with one you know like bu but the most simple like white-label one is just like here's a dinner on the state of the union of our industry and all you are is a curator like maybe one of the things is like what do you want to cover like you see you don't do anything like 20 people have filled out what question do you want asked and room good you take the 15 you know you literally like all right first question where everybody how come mortgages are going up like it's the easiest thing to do see where I'm going don't even have to create the content the other one is paying influencers but they also compete so it's like trying to stay neutral a neutral yeah which has been a hard one because we had one influencer who she was killing it on our views and just she was reposting she was commenting and it was going great till she also won like and then all of a sudden it's like you won because of I think that's a vulnerability for you yeah I don't think you should I think retired players that aren't in it but yeah I do think that's a vulnerability that you don't need right I just would not I would just like take that very seriously yeah and then the last question I have is kind of just posting so we have content we don't lack content dancers you have unlimited content photos and videos galore what you need is a post-production machine that creates contextual content so with that is all the music that the dancers are choosing our popular songs yeah and it gets second now yeah where we get dinged on YouTube for it or we go mute on Facebook so right now we've been going to heavy on story cuz really take it down because short period of time yeah any suggestions on workarounds for that or the rules are the rules just go for it you know you could put up stuff and just wait to it comes down yeah he's kind of what we're doing you could do stories you know you're doing the right stuff there house here's what I would say back to the thesis I want to leave you with when there's a cute little asian girl dancing that clip should be targeted to Asian parents you have unlimited content thus you should be the last person that isn't doing contextual creative at scale yeah got it I mean it's just it's the craziest thing like be et over indexes with African American viewers cuz they're in it like who watches Tula mundo like you know like we have to become marketers like that right content at scale ads you know what you're targeting with your money then you make the content and most people run ass got it we are under indexing with sass products around finance now I'm gonna make content we are not winning with 400,000 everything let's think about every cliche we can think of how much behind or on time 24 hours a moment it depends on what your metric is to Nick in the breath it depends on what your book - once the Nick wants to Brad yeah it depends what your metric is if he's trying to sell kilts he's gonna know within 24 or 48 hours is gonna watch it but I've been convert any ads if you're trying to build brand you're looking for engagement qualitative engagement I like this guy I hate this you know like right what are you looking for making bread to make another one - bread yeah that's gonna be hard I don't do it - yeah not cool you know what I mean it always depends like it's a very weird vert it's the micro version of the macro answer I gave him winning is happy not making more money because you focused only on the tech company the fulfillment like well you know like what are you trying to accomplish and by the way it's okay if that changes you know 27 you might need money or a boyfriend or a girlfriend at 34 you might want to have more white light/white work-life balance cuz you have a child now at 41 you might need more money because you wasted your money after you had a good like it's okay for it to change daily