“when hiring creatives?” – Kartik, great question. Creatives are really interesting
hire here at VaynerMedia because in the agency
world, the creative process is very romantic, by my point of view. Meaning that, a lot of people
care about winning awards, a lot of people want to
make movies and TV shows, and for whatever reason they are now in the advertising
industry, and they’re caring more about the craft than they are about the agenda, which is to sell coffee, to sell whatever this thing is. To sell phones. And so to me, what I’m
looking for in creatives are people that are very
creative, and still want to make the greatest creative
that they’re capable of but also something that’s
grounded in the fact that we’re here to sell stuff. And if we don’t ultimately move product or inspire people to donate, or make them aware about a cause,
we are not going to be fulfilling the duty at hand. And so I’m looking for
a level of practicality and a little hint of
2015 data understanding from my creatives, which
I think is a little bit of a different spin.

“jab, jab, jab, jab, big right hook “but when it comes to the
mechanics of making sales online “you need identification,
call to action, no? “Both here and on your Facebook post, “you have no links, no email signup. “Do you just trust that with
enough goodwill and trust “people will find your
website/email when it’s time to buy? “If I need my content to drive bookings, “should I not at least
have a link for more info “when people are ready for it? “Thanks, Big G.” – Jayce, you’re lucky you’re
catching me on Episode 22, because my favorite new rookie on the Jets is Jace Amaro, our tight end,
so I’m gonna give you that. Listen, spoken like a real
salesman and I’m a real salesman. I’m a real salesman but you’re not wrong, I’m all about the CTR,
right, the call to action, I’m into that, right, but
at the end of the day, you’re talking about the difference between salesmanship and branding. Anybody can be a good salesman, but being a great brander,
that’s where it gets going. The lift of being a brand,
being a Nike, being a Puma versus just selling a new
sneaker, that’s a big difference and so, tactically you’re correct and I’m sure a lot of
people who watch this think about those things where, “Why didn’t Gary create
a call to action?”, “Why doesn’t he have a pop
up when I land on his website “to collect my email?”, all this growth hacking thing,
as many other people do. The reason, at times, I don’t
do it, ’cause at times I do, and at times, I’m very comfortable
throwing the right hook is because I do believe in the jam, the jab, not the jam, and the jam. I believe that branding matters. I believe that there’s a time and a place. I believe there’s context. In this setting, yes, I do
think that in a 2015 world, people watch this show,
they see that I’m not trying to sell them
anything, I’m bringing value, I’m sitting here during my
favorite time in the world which is Jets parking lot time because I want to put out content and I’m just trying to give the best business advice that I can. And I do believe that when
somebody stumbles across this, yes, there could be a call
to action, and they can click and they can buy, but by
me asking for something like sign up for this or
buy that in this video or in this world of YouTube,
I’m also leaving a way, the situation where that person
can then look at my name, find this interesting,
control copy it, go to Google, search my name, go down a rabbit hole and let me build brand, because I asked, like everybody else out
there, for the quick sale in this context, and
I took away the chance for us to kinda, you know,
it’s kinda like relationships. Because I went to sleep with
that person on the first night, maybe I took away the chance
for us to get married. I, my friend, am playing the long game, the depth game, not the width game. So there’s a time and place
for a call to action, a CTA but that isn’t every single
at bat, every single time, every single channel,
because then you just become a sleazy salesman. Thank you for watching Episode 22,

on behalf of myself and
of the motivators here at YouGotThisBro. Thank you so much for all your
teachings, all your books, all your videos. You are the man, there’s
no doubt about it. I love your stuff, man. My question’s really simple. We speak a lot in schools,
colleges, universities. We have messages that we want to give out, we want to help teach these kids, bring them to a better place, help them become a better version of themselves, but the problem is is
for all the following that we’ve built up from all the people on Twitter and Instagram and Youtube and stuff like that. A lot of the schools don’t
really care about that stuff. So what my question is is how do I convey what a following is to people in schools, headteachers, lecturers, professors, how do I convey that to someone who just doesn’t care about that stuff? Thanks man, would really
appreciate your help. Peace. – Peace. Don’t edit any of that. Let the whole thing run. I love this question. I spend no time convincing people to believe in what I believe in. Up and coming wines, the internet itself back in ’97, Google Ad Words in 2000,
email marketing in ’97, social today, Snapchat two years ago. Virtual reality, Oculus
Rift in a couple years. I have no interest in convincing anybody about my stuff, so mate, here’s
the mistake you’re making that so many make. They’re wasting good time and energy trying to convince, while
taking that same time and allocating it to reaching more people. You need to reach out to
every single school professor and organization in the
world or your region or where you want to play. All of them. Find the 18 that are intrigued
and spend your time there versus one-by-one, spending
a week, a month, a year trying to convince this person
and then nothing happens. Don’t try to convert the unconvertable. I am thrilled that they don’t get it. Make fun of them after
you’re done in a couple years and say, “Mate, remember
when you didn’t get it? “You’re an idiot.” That’s fun. I love doing that. And that’s what you need to do. So take all your time,
cause that’s the asset, for all of you listening here, and if you notice, I’ve noticed
in the comments section, I’m trying to give
answers that helps anybody no matter what they do, even though these are specific questions. That is the talent I
have as a storyteller. This is a big one. Take the time that you
have, that is the asset, it’s the only one there’s not more of. It’s the big one, and apply it to places where
there’s fertile grounds. Go reach out to more grounds to find out which ones are fertile
versus trying to convert a nonfertile one into a fertile one. – [Voiceover] Edoardo asks, “As
the frontman of VaynerMedia,

I love the new series. So, for the past 18 months,
I’ve been delivering daily emails to a community
of thousands of women. And this fall, my
startup was getting ready to launch its first product. It’s interactive workshop,
called Victory Rituals, where we flip the morning
routine on its head. As we go from concept to final product, what’s the best way to empower our readers to help us spread the word
about Victory Rituals? Look forward to your thoughts. – You got it, Nicole. I like how you positioned that, Nicole. How could we empower our readers to spread the word. What you mean is, how do we get our readers
that we’ve been able to amass, to spread the word so
we can get more people into our funnel and sell
this thing, which is great, because we are talking
about business here. Two ways, there’s only two ways. And everybody saw lovely
Nicole ask the question. And she was very politically
correct, in my opinion, and structuring it properly. But what you’re basically saying is, I’ve amassed an audience and
now I want to sell them stuff and not only do I want to sell them stuff, because I feel like I’m entitled
to because I’ve given them a bunch of free content on email over the course of these
last couple of months, or year, Nicole, how
you’ve been doing it, plus. But I also want them to not only buy, but then I also want
them to spread the word so other people buy. There’s only two ways to have
the audacity to make that ask. And that’s what that is, my friends. You can be doing a daily email and putting out great content. You could be putting out
a great show, every day. But then you come to that moment. A book, a something. And there’s only two ways to convert. Number one, write a good book. In your case, Nicole, your product needs to be good. Is it worth the $38? Is it worth the $83? Is it worth the $388? Is it worth the $883? There used three and eights in there if anybody was paying attention. So, first and foremost,
the best way to convert and empower them, aka have
them push it on to others, is by putting out something
great that they want to tell other people to use. They valued it more than they paid for it. Number two is good old fashioned honesty. You just need to be
really upfront with them of what you want from them. You want them to share your video. You want them to go to your website. You need to be upfront with the fact that here are the things that you want. And so, for me, it’s
putting out a great product that’s worth the money. And number two, not
hedging your right hook. Just asking for it, like a woman. – [Voiceover] Dan asks,
“What’s your process for vetting clients,
specifically at VaynerMedia?”

– [Voiceover] And Tory
asks, as I launch The Shift in paperback, what were
the three most effective things you did to drive book sales? Tory, thanks for the
question, really was excited to put your question on the show because I just really want the
Vayniacs to know about you, I’m a fan, we’ve done
some events together, good luck with the book. Without knowing the true
contents of the book, though, and everybody will have
to do their own homework on that part, there’s
a couple secrets I have for everybody who wants
to write a book that have really worked for me and
they’re not really secrets they’re actually quite boring. My belief is that you actually
sell your book a year to two before you’re actually selling your book. By providing, by the global
jab jab jab right hooding, here’s an example Tory. I’m actually selling my
fourth book right now. I’m putting out a show
everyday, I’m taking time which is my number one asset, I like time. I like time more than money. I prefer time, wish I
had a watch, over cash. That’s how valuable it is. And here I am taking time
every day out to just answer questions, to provide
value, to give value, to entertain, to give an
answer to make somebody think, to provide value in their
entrepreneurial venture to the people that have
deemed me worth their time, thank you, and so,
you know, I’m selling my fourth book right now
because I’m providing value to a whole new
audience, as a matter of fact, a quick question of the
day, leave in the comments section if you’ve discovered
me because of #AskGaryVee. That’ll be interesting to
see what happens to comments. Please do that if you
are, don’t be a lurker. Okay, I haven’t used
that term in a long time. So that’s number one. Number two, and this
is a big unknown thing to a lot of people. It surprises me how many people have not figured this out. People don’t want more content as much as they want more access. Everybody wants to do book
offers where if you buy three books you can get
a free Ebook or this that more content, right? Get into this. What they want is access. One of the biggest things
that I did Tory that really sold a lot of books for me was give myself to the audience. If you did this many books
or bought this many books I would do this live stream Q and A, I would come to your
school. I would make a video for happy birthday. I
would literally give, sell, the number one thing people want from me, which is more access, and
it’s the thing you want from everybody that you appreciate. You wanna spend more
time with that person. Those are two I’m giving
you, I’m not giving you a third one ’cause those
are the two that matter. – Hey Gary this is Ian Westerman from EssentialTennis.com, I’ve
got a quick question for you

“to determine if what you’re
creating is valuable?” – Michael, for me this is a
really interesting question. It depends, are you talking about, is the content that you’re
putting up valuable, because I talk a lot about that, and you know, that is,
you know, what I use on that criteria is
actually engagment numbers, I mean just raw numbers,
how many people are sharing? How many people are leaving comments? You know, how many people
are watching the video, like that’s a very important, very basic engagement number that helps. But that’s one baseline number. The way I really do it, like overall is how
many people are buying? How many books did I sell, because I provided so many global jabs that you on the other side of this camera felt like you needed to buy it? How many great pieces of content or best buying ability,
or pricing that I put out for the wine that I
sold during Wine Library that made people buy thousands of cases? How good have I built this company that the Fortune 500 companies and the companies that
could afford hiring us, and how often are they hiring
us when we’re pitching? At the end of one day, the way I judge it is by the results that I’m looking for, whether it’s to sell some consulting, whether it’s to sell some books, I know it’s a football, whether it’s to get
people to watch and share. You know how happy it would make me to see every single person
what watched this video share this video? (bell dings) You know, I meant that’s
an important thing to me. Anyway, I didn’t do the
subscribe button last episode,

but I don’t feel like I’m
hitting much of anything. Any advice? – I have advice. I don’t know if you heard,
I’ve gotta show, #AskGaryVee. Subscribe. So, here’s my advice. If you follow boxing or MMA, one would understand that some people are great technical boxers. They know how to jab and when they land the perfect right hook on somebody’s chin who
wasn’t even expecting it, they don’t have the power
to knock that person out. Robert, the truth is, my man, there might be just a situation where you’re just not good at closing. And that’s something I want, you know, not to pick on you, Robert. This is something I
want everybody to hear. You just might not be a
great saleswoman, salesman to actually make the close. In fact, you may need two people. This is something I
haven’t talked a lot about. This is why the #AskGaryVee
show is a good show. It’s forcing me to say new stuff. I haven’t talked about and
probably blew it in the book, the reason I pointed there,
you want show them DRock, they might be like why did he point there? There’s a huge, Jordan! I’m kidding, I’m kidding. (laughs) That was the best. You may need a partner, Robert. You might be the greatest
jabber in the world and you may need a partner
right hooker, right? And so, I just happen to be
both in one amazing body, but the fact of the matter
is you may need a partner where you do the jabbing and she or he does the right hooking. – [Voiceover] Chad asks:
“How do I get the cute old lady

– [Voiceover] Bill asks, “What’s the
best way for a right hook to seem like a jab?” Bill, Bill, Bill, Bill, Bill. Am I happy with you. Because you’ve asked the
question that means so much to me and is something that so many of you are confused by. Bill, I really appreciate you
and I’m not trying to sting, but it might feel a little like that. (laughs) Trying to make a right
hook feel like a jab is what 99% of salespeople
and businesses do that end up failing. It is in the clear honesty
and clear track of, “when I want to do something
nice for you, I just do it,” Ă  la this show. I just wanna take 15-20 minutes of my day to share the God-given wisdom
and the work experience and I want all of you to watch
it and I want this in return. Now, come 15 months from
now, 18 months from now, whether it’s a book,
whether it’s a seminar, whether it’s an event, whether
it’s me selling rare toys, who knows what it might be, then I will clearly say, “buy this friggin’ rare toy,
it’s $9.99. Buy it now.” But up until that point,
I will have very clear – there’ll be no show where
you’re watching the show and behind the scenes right
now there’s subliminal music pumping, “buy the damn cat for $9.99”. There is none of that. And so there’s a massive confusion
in the marketplace, Bill, that people want to disguise the sale, and there is no disguise. Authentically. All in. All of it. All in. Give when it’s time to give. On the flip side, there is
a crapload of Mother Teresas and think it’s so nice and awesome and if you’re just good, it’s gonna – no. You need to sell. So when you sell, you say, I’m selling. I am selling this. And I feel comfortable. When I put a link out,
buy my book. It’s out. Buy it. If I’ve done
anything for you, buy it. So, the answer to your
question is very simple. There is no version of that. That is a losing mentality and execution and I highly recommend that you take it and you split it very hard apart where the jabs are clear and where the right hooks are clear. – [Voiceover] Jason asks, “how can a
public or government institution