– What’s going on, Gary?
This is John Max here. I had a question for you. Was driving and listening to
“Thank You Economy” and at the end of the book you talk about
how you would wish the self, the book with self-destruct by
2015 because marketers would have ruined the
thank you economy. Looking back do you think that we still live in a
thank you economy? And if not, what kind of
economy do we live in now? Thank you. – I’ll take a little bit of
this because I’ll help you. The “Thank You Economy”‘s
premise is pretty simple which is can we scale
one-on-one behavior? What’s depth verse width, right? You think of influencers a place that
you and I both played. You can have a million followers
but if you said go by this book, both you and I know that
somebody with 72,000 followers could sell more books, depth. It didn’t play out the way
wanted because I had optimism in a place where I shouldn’t which
is the punchline is businesses don’t get a fuck.
– No (laughs). – It is unbelievable how much
people don’t understand why my whole world has worked. My little thing works
because I just want to go deep. I just want to deliver value
and it works every time and the person who scaled the thank you
economy the best in my opinion is Taylor Swift and
that’s why she’s winning. She understands– – We talk about her
in the book actually. – That’s great, so great
segue perfect I’m glad we can pass the baton. – Buy the book. – Do some kind of
scary thing there, by the way. Edit. I think Taylor understands
that going to somebody’s wedding randomly may cost her 45 minutes
and not have in an ROI positive game but it does
because the pickup, the amplification, dropping a
pop-up shop for these glasses for Snapchat in the
Grand Canyon is not ROI positive until everybody talks
about it through this kind of infrastructure
and then it does. Thank you economy has a lot of
DNA ties to this and to your question the reason it didn’t
play out the way I’d hoped or inspired is
companies are short-term, I’m long-term and people that
are thinking in 20 and 30 and 40 year terms are thinking about
LTV and lifetime value and then do things that don’t have
value in the short term. The reality is 99% of the
players don’t play that way. – You and I have been
in the same business and I think had the same values. It’s remarkably frustrating when
you try to convince a brand to do what you’re talk about,
to go deep and actually attach yourself to a set of values or
people that have those values. I would say make the
content that matters, put it in front of people it
matters to from voices that matter to them
at a time that matters. It’s like very simple
and they never get it. And they only want the top 1% of people and it’s
like their trophy bag. And they’re like well I got
Demi Lovato to tweet about it. It’s like, well, that
really doesn’t mean anything. – Right, Demi.
– No, it is not, I don’t. – I’m kidding,
I’m kidding, I’m kidding. – She’s a mass media artist
but if I’m making a purchase decision than I want
something that’s closer to me. I want something that I trust
and feel some sense of shared values with and these big macro
brands but Taylor she kinda over came that by these
personal experiences. – She understood it.
– Yep. – She understands
there’s an amplification, scaling the unscalable. – Just this weekend she’s
singing Thanksgiving songs with Todrick Hall who’s, you know,
a self-made YouTuber who– – She gets it. She understands
where the attention is. She deploys unscalable behavior in it which then
means it gets amplified. – Yep. – What’s his name
again one more time? – [Dunk] John.
– John. John, all of what you
heard in that book is still an opportunity today as it was
six years ago when I wrote it. Let’s move on. – [Dunk] Next
question is from CK.

listening and going
through people’s twitter feed. Finding stuff they’re interested
in, responding to that. – [Gary] Yes. – You’ve now evolved to a
book called #AskGaryVee,– – [Gary] Yes. – and it’s very much your show
is now focused on you and your world–
– [Gary] Not true. It’s all listening. – What’s shift? – [Gary] Nothing shifted.
– Nothing shifted? Think about what you just said. Let’s break it down #AskGaryVee
is completely predicated on me listening to you first. No, it’s true. – That’s not the sense I get. I’ve been
following you for a while. We’ve communicated
with each other. – [Gary] Yes. – We follow each
other on Twitter. – [Gary] Yes, yep. – I felt a shift and the shift was
very much it’s all about you.– – [Gary] Yep, yes. – to a little bit
it’s all about me. – [Gary] Yeah. Well then, I’m doing a poor job. I totally understand
because how could I argue that if that’s what you feel. So maybe my bad job was the
tactic of it being #AskGaryVee instead of ask everybody, right,
may be it’s something like that. I don’t know man I’ve never felt
like I’ve been able to provide more value than
I’m doing right now. May be the positioning. May
be what’s going on with the positioning is throwing it off
but I’ve never been at the scale of engagement so Thank You
Economy I really feel like this is absolutely evolution of it
because instead of me putting out content that I want to put
out its completely predicated on everybody else. Right? I’m answering and
engaging more than I ever have. I’m producing more
about myself than ever and maybe
that’s the shift. Right? I’ve never had DRock following
me around so I have empathy for where you’re going with it. – And by the way, the reason I
ask is a lot of people ask me

– Hi, I’m Amy Porterfield and
I’ve got a question for you. So in your book, The Thank You
Economy you talk a lot about letting your audience
decide if they want to get to know you more versus
persuading them that they should. So when it comes to email
marketing what are some tips you have for communicating
with your audience in a way that doesn’t kill the connection because you’re being to persuasive? – Hmmm.
That’s a good question. Email marketing is a tricky one. You know I think, Amy,
it’s funny you reference Thank You Economy. I think the answer to
email marketing is found in my next book title which
is Jab, Jab, Jab Right Hook. I mean think about all the email services you are signed up to and/or have been over the
last three or four years as so many of you start to siphon off of being on email lists. So many of those email
lists are in pure utility. Right? They’re retail,
they’re giving you deals. They’re very action-oriented. Nobody in that space is
throwing enough jabs. We at Wine Library aren’t. I still think I want to,
I’m going to use this to take my own advice. We need to start sending at
least once or twice a month. It’s so hard because you’re
siphoned on the drug of sales. But you’ve got to put out content. As a matter of fact,
Steve, I want you to work with Brandon right now. I want to send an email with
the last five stories we wrote on the site and I want
to send it out as just with a title of like Reading
For You Around the Wine World. Although let’s play with it a little bit. So that. So instead of everyone being
like here’s a deal, $49.99. Game Boy, old school. You know you need to start putting out the history of Nintendo. Right?
So more content. More content that kind of allows people to be less on the defense. Every mail that comes in
is like it’s at you, right? With content that has
no purpose other than to entertain or inform or
bring utilitarian value to the user, you’re
getting their guard down. You’re bringing them
value which opens them up so much more for the sale. And so I think that’s the way to go. I really do. I think and I think mixing
the two is intriguing. You know I’m curious what
Steve and I are about to do with Wine Library lends itself
to more content in the mix of the sale. And I don’t like blending
jabs and right hooks but I always like testings. A bunch of people always ask me, like Gary did you read Jab, Jab, Jab Right Hook these posts on Facebook
and Instagram this weekend don’t feel native. Well maybe they are. I mean by results of the way
people responded to Facebook. Maybe they’re very native,
maybe native changes because native does change. And so, always testing.
Always testing. That’s it?
– [India] Yep.

“Gary, do you still believe marketing “is heading towards one on one marketing?” – Jason, I still think that the upside, the disproportionate upside, is going into one on one marketing and I know this because, when I do Twitter video replies, people go crazy and I’m creating depth. I know this because a lot of people have been following me on Instagram, you should, too,
(tinging bell) and, I’ve been replying
to them in the comments. One of my new hacks, this is really, you know, Justin, who asked the
first question, is like, “Give me more tactical shit.” Here you go, bro. Here’s a good one. Here’s something I’ve
been really into, right? So people follow you, right? I get decent amounts of followers. Most of you don’t. You only get one or two or three a day. Is it going to kill you to
go into the last person, here’s Millianaires Junior or Millions Junior, private account, can’t do it, next. I know you really can’t
get in here, DRock, but, good, here’s Austin G, right? Austin G just followed me. I’ve been hitting his last
photo and just saying, “Thanks for the follow.” Right? Bro. Right? And done. That level of depth, I’ve noticed almost 95%, this is anecdotal, but nine out of every ten, eight out of every ten people, are freaking out, excited,
because nobody does that. And so, here’s the thing, do I think the marketing
world is going towards one on one, AKA Thank You Economy? I think the thing that
I’ve come to realize is, crap, a lot of the stuff that I do, I’m an anomaly because I act like one. I have disproportionate results
to the rest of the world because I’m doing shit differently. That’s why. And so, do I think the world’s
moving in that direction? Less, because I’m starting to realize I’m better. Right? And so, that’s building inside of me. Do I think that there’s
disproportionate value? Even more than I did when
I wrote Thank You Economy. You know why? Because people only
want to talk more, now, and listen less, and listen, my friends, is where the action is. Spending a second, doing what I just did. The thing that I’ve
been really crushing on, I think, I mean, this is where you guys, as a collective, really piss me off. I’m going to show you, right now, that replying on Twitter
video is incredible. Twitter video response is probably the best hack, right now, on Twitter. Right, so, let’s, here we go, here’s somebody, “Such a must-read piece by Gary Vee.” Right? By John T, right? So I just reply, I hit reply, I hit the video, I hit the video, I reverse the camera, I go, oops, that was a picture, that’s wrong, I don’t want to do that, camera, and then, John, I really appreciate it, man. Kind of weird thing. We’re actually taping #AskGaryVee, live, right now. I’m just saying thanks, I appreciate you. Now, I don’t do that,
because I’m not usually taping #AskGaryVee, but I just say, hey, thanks, or I respond. 99% of the video responses have been liked, retweeted, passed on. It’s that extra second. And so I think the LTV, the thing that I live on, LTV, the thing that I live on, LTV, the thing that I live on, Life, Time, Value. You can watch this show once or twice or you can watch all 103 of them which become a gateway drug to everything else that I do for a living. You say something nice
about me at a restaurant which leads to that person
digging into VaynerMedia which then makes them a
client of VaynerMedia. You buy 11 copies of the #AskGaryVee book that comes out in
February and you give them to 10 people who then discover me. Because I’ve put out 103
of these things for free, not put them behind a pay
wall for 19 bucks an episode, it’s LTV, LTV, LTV, and one of the greatest ways to create LTV when nobody knows who you are or you’re still small or you’re still grinding, you’re still climbing the mountain, is being completely and utterly obsessed with thanking
everybody who gave a shit enough to follow you on Instagram. Because I’m not so sure you deserve it and I’m not so sure I deserve it which is why I’m so grateful
for when it happens.

“Hey Gary, how can a small, local, non-medial in-home senior care agency incorporate the Thank You Economy into our business with our clients and their families?” – I think it’s a piece of cake actually. I think you map the data of
the families of the clients and you follow them on social, follow them on Facebook and Twitter. See what they care about, and if somebody talks about being a huge Padres fan, maybe you ask their loved one to take a picture with a Padres hat, and then you put it in a box, the picture, physical, yeah, that still happens, with the Padres hat and you send it and say how much fun
you’re having spending the time with their loved one. I’m sure anybody whose got a loved one in a certain situation, getting
a letter from that place with this Padres hat,
because you’re a Padres fan, and it’s saying how much
you enjoy having their grandfather or great
grandmother in the facility would extremely warm their heart, and create a real depth
moment, and you’re doing it both physically, because then
every time they wear that hat or see that hat, they
think of that moment. It’s got more longevity. The Thank You Economy is
quite easy my friends. The Thank You Economy
is not about the tactics that I just laid out. The Thank You Economy
is about the religion of actually doing it. – [Voiceover] Florian asks, “How
do you see the world in 2018

Thank You Economy will
self destruct in 2015? Are brands living up to your
predictions slash Thank You Economy expectations?” – Tyler, once again, and I
talk about it all the time, I think things are gonna
happen sooner than they become. My prediction in Thank You
Economy was that people would understand this and
then everybody would do it. And by 2015, it would get ruined. I am so off on that prediction
it’s borderline embarrassing. You know, DRock, I don’t know,
can you like, take my face right now and give me like, rosy cheeks? Like, can you like make
my face red right now? Because I’m so embarrassed
by how off I am. Because, two part. One, people just haven’t
adopted the Thank You Economy. And thus, if they haven’t
adopted it and scaled and ruined it, how can it be over, right? And so, it might take a lot longer. It may take forever. More importantly, the people
that do attack the world in a TYE world are getting dividends. I’m getting those emails. But it has not been the
landslide that I had hoped for the consumer. So, my prediction was obnoxiously off. One, it may not happen,
at scale because companies are just heartless and
just don’t understand the financial benefit. And listen, I’m heartless. I mean it’s all about the wallet with TYE. I mean to me, it’s, this
is how you do business. And two, it’s not enough at
enough scale or ruined yet. People are still flabbergasted
and excited when a business acknowledges
them or does something half-assed caring. – Hey Gary, this is
Kyle @JockNerd and Ruby.