– Love it. – [Jayson] On and off,
been good. I want to do niche based website
design for different avenues. – Yep. – [Jayson] And I’m trying
to build my portfolio but it’s like, you know, the
competition is so big. So, I’m trying to figure out
how do I monetize that and I want to teach
younger people as well to do it and code and things like that and provide jobs because I’m good at what
I do as far as designing. But how do I– – So let’s start,
first thing’s first, before you start teaching
other people how to do it, we need you to be ridiculously
successful so that you can afford to teach people to do it
otherwise you’re gonna charge them too much to teach them
to do it and then it’ll break. Got it?
– [Jayson] Yes. – So let’s start with this,
you want to build websites in a specific niche or just in
general you know that everybody in the world needs a website and that the
long tail of niche stuff, it’s a lot easier to get Joe The
Plumber to build his website than Pepsi. Is that
what you’re saying? – [Jayson] Yes.
– Good. So how much do you want
to charge to build somebody’s website that’s a small business or an entrepreneur
or an influencer? What’s a nice range? – [Jayson] Nice range is
about $300-400 but I’d like a subscription base
like $25 a month. In Atlanta, I lived
in Atlanta for a while, a lot of barber shops. – And so, are you, so
you want to do the whole, I’ll charge you $500 to
build your website and then $25 a month maintenance
recurring so you have recurring revenue in
case they need you and that’s how you scale it, right? – [Jayson] Yes.
– Okay. So are you building on top
of WordPress and Squarespace and things of that
nature and Shopify, that’s why you’re able to– – [Jayson] Yeah.
– Great. My man, I’m gonna give you a
piece of advice that is 100% and the only reason you won’t be
successful is ’cause you’re not hungry enough
and you’re too lazy. You ready?
– [Jayson] Yes. – Good. I want you
to go to Instagram. Are you watching
me on Instagram? – [Jayson] Yes, I am.
– Good. I want you to stop
watching me on Instagram, I want you to start this process
and I want you to do it for five to seven hours a day.
You ready? – [Jayson] Yes. – I want you to
search a hashtag, I want you to go
to the search up top, I want you to
search grocery store, local butcher, plumber. When you search it,
there’ll be a hashtag. And then I want you to spend 25
minutes hitting every picture that has the hashtag plumber
and see if it’s the account of a plumbing company or a plumber
who has a small business. I want you to then click the
URL that is linked that person’s account and look
at their website. If they have a good website,
leave him alone. If their website is shit, I want
you to go back into Instagram and hit the top right corner
triple buttons on that person’s profile and send
them a message and say, “Yo, this is me. “I’m the best at small
business website design. “You’re website is not on point. “I’ve got a thing
that’s $500 up front, “$25 a month and you will crush
it and you will return on that “investment in one day,
let alone one year because your “website will be stronger that
you’re linked to on Instagram “and you’ll convert better.” And I want you to do that for
five to seven hours every single day which means that you’ll
message between 70 and 250 people a day and you
will do a lot of business. – [Jayson] Man, thank you.
– You’re welcome. – [Jayson] I’m on it right now.
– Good. – [Jayson] I’m on it right now. Follow up in a few
months and I’ll let you know. – Done.
– [Jayson] Thank you.

– [India] You haven’t talked
much, oh, Kelsang, crazy names today. You haven’t talked a bunch
about mobile first websites. Advise for doing it well and
how do you structure them for success? – That’s UI/UX talk. That A/B testing. That’s first recognizing that
mobile first websites are the cost of entry in 2016 if you are not mobile first
you’re gonna lose. So when you design using
mobile then you think desktop. Number two, you test your add to
cart button, you test your sign up for my email service,
you test different colors, different positionings,
A/B testing. I don’t talk about it because
there’s a ton of people that are far more knowledgeable about the
UI and UX of mobile optimization for websites and I bet you they
have a tons of blogs and videos out there. There’s a site called Google
and go search stuff and I’m sure you’ll find four to seven
personalities the way I understand consumer behavior
and marketing in a social digital mobile landscape. I’m sure there’s plenty of gals
and guys that know how to do it. India what your picture in here?

domain extensions emojis
and URLs, and if you could have an emoji, what would it be? – The new domain extensions,
what do you think– – And emojis in URLs, is that possible? Can you put emojis in URLs? – We were Googling it right before. – No, not yet right? I think it’s brilliant, I’d
be so into it, so into it. My emoji would be the cash with wings, because you know, I’m
always growing moneys. – How to get your emoji URL. – Is that real? (mumbling) So one, this is always fun for
me when I don’t fully know, is it available, like put that in. – The product registered the first corporate emoji domain back
in 2011, when it bought– – Poop.la, right? – Yeah, and it didn’t do anything with it. Simple, they can’t. All the big top domains
only allow normal characters in their domain name. – Got it, so look, let’s
just assume that it’s allowed slash it’s gonna be allowed,
I think it’s gonna be huge. Emoji is a language now,
period, end of story. If you don’t understand
that, you don’t understand the world. Like we used to draw,
just because letters were introduced doesn’t mean
we can’t use things now, it’s just communication,
don’t get romantic about how you communicate, worry
about actually communicating in the year you live in. There’s not a single 50
year old in America now who hasn’t sent an emoji. There are 62 year old
dudes that are bald as shit and don’t know anything
about technology and can’t even open an attachment,
that have sent a poop emoji to their grandchild, right? Like, let’s talk about
your dad for a minute, not technically unbelievable. Has sent emojis?
– Yes – Correct, because
that’s what’s happening. It’s crossed over, it’s
mainstream, it’s accepted, it’s understood, it’s pictures,
it’s (censored) basic baby. And so I think it’s huge,
mine would be the dollars with wings. I’m not very hot on domain
names, I think domain names are what you make them. I have friends that are
obsessed with names, I’ve talked about this. Like what is does Google or
Facebook or Snapchat mean? It means what you made it. Like Vaynerchuk, people
are like, “you’re so lucky” I’m like, “let’s relax.” Like I made that name mean
something, Vaynerchuk, like it’s about what you do
with it, and so I haven’t really paid a lot of
attention to what’s going on in that world, which is
why I didn’t even know if you could own an emoji
dot com, or what have you, it doesn’t look like dot coms work yet. But I’m super into it,
I’m all about emojis, I even dropped the “e” there, to like, you know like, me emoji. – [Voiceover] Rochelle asks,
“What are your thoughts “on today’s Tiwtter
executive ‘exodus’ news?”

translating to listens what can I do to
help conversion mean there’s a lot of things you could be doing the J one you
need to be thinking about how you get them in there into need to think about
what happens when they get there a la let’s go let’s go let’s pretend that
you’re pods are a restaurant ok you open restaurant and your house and the people
coming to restaurant but they’re not ordering food they’re just sitting there
and they’re not bring you any value there’s a couple things to debate one
did you bring the right people there if their marketing was come to this
restaurant something anything is gonna happen that you’ve never seen before we
can tell you the big surprise you might win $1,000,000 they will start showing
up they weren’t there to eat your burger they weren’t there to eat your fries
they weren’t there to eat your salad they weren’t there to drink a cup of
coffee they were there because you made a promise that when you got into the
restaurant I’m treating your place is a diet by the way in my brain you know you
didn’t deliver that cool pickles and coleslaw but I came because I thought
that we were gonna get $1,000,000 there’s that or there’s another thing
they came and when they got there they walked into the restaurant and there is
no shock there is nobody in the front to guide them to their seat there’s no
major dehors welcome person they walk in it and it’s like an empty warehouse with
signs and they’re just confused where to go sit and where to go eat I’m painting
a picture because there are two fundamental things that happen when you
have this problem this is for all of you either make the right promised to get
them there and when they got there they were disappointed we’re not interested
or was the wrong reason the only thing you were trying to make happen was get
everybody they are you think about the part that matters which was get them to
order food or when they got there because they wanted to be there didn’t understand how to execute on the
transaction so that means your marketing thinks you’re not playing the proper
sort of getting them in or your UI and UX or promise for landing page
optimization for directions to do once they’re there or there is an issue that
makes me think about how was it optimized for mobile maybe maybe mobile
but it also makes me think it’s more of the kind of problem that the marketing
that you’re doing or the PR or whatever you’re doing to get people there it’s
predicated on getting them they’re not to do the action that you want or number
three they’re getting a very quick simple and
their steering or seen you somewhere else and they just don’t like you like
there’s always number three which is you go to the restaurant you sat down you
know who’s going to burn joined you got there there are some of that site you
down you ordered a burger burger India just fine or more likely for so many
people are watching here like good writer but I’m not going to go fifteen
block so I got a burger over here next to me and so you know one block away you
know what you’re not a bother you know you know you know there’s burger here
and I don’t want to go there and so that’s another thing that the friction
communion to such King right they may have somebody else’s already downloaded
where they already have two other podcasts downloaded an extra one down
they don’t want to go second the download another one day as a person back to contradiction of
the first question not contradiction to look at it is they don’t want more
supply of content so again James I’m sure I’ve got their driver got in school
but I don’t need another one that’s the same so you’re not differentiating a
real business lesson that was a really good question the answer really good
people watch that price is right

– [Voiceover] B. asks, what
do you think of McDonald’s response to Burger King’s
Peace Mcwhopper idea? Seems like they missed a big opportunity. – DRock, before I answer this, are you running the B
roll that we did before the show? – [DRock] Yeah. – To start the show. – [DRock] I can do it right now. – No, start start the show with it. I think it’ll be interesting. People are gonna be, oh, Staphon’s now. Right, Staphon. Graduating to editing the show. Start with all that B roll all black and white before
it even goes into it, because then people understand why I screwed up the intro,
because the transition was awkward. I, well first of all you’ve seen a lot of our banter on this. I’m with you India. I thought it was I think my answer came through in the black and white that started the show which is I think McDonalds, first of all I like competitions so I like that McDonalds kind of zing Burger King right back. Burger King tried to win the game by being like, like there was a, McDonalds was in a very tough spot. I also love what Burger King is doing in marketing right now. I think they’re being very clever. Sonic is one of our great clients at VaynerMedia. I’ve got that hat on. I think it’s super fun to watch. I think I’ll answer this. We are clearly living in interesting times where Burger King can make a micro site to make this annoucement, and McDonalds official
answer is in a Facebook post in sentence form. If you haven’t realized that communication has changed forever in our society, please let this be a moment where this is how companies that
are dead heated compet, I mean Pepsi, Coke, like Burger King – McDonalds. It doesn’t get more than that. I think it just depends on
what side you wanna be on. There’s the people that always wanna be on the serious side, which McDonalds wins. There’s people that think
the world is way too serious and you need a little humor. I think more people sit on that other side hence why I think the most
popular reply to McDonalds and upvoted. For me, for me, I like the way they went with it, but I can see every angle of it. I like that Burger King did it. I like the way McDonalds, I just want them to fight. Like, if you really want me, listen, but you have to understand. I’m giving you my answers
to me as a person. I love competition. I live for companies fighting with each other and
trying to beat each other and jockey and chess moves. I love it, the sport of it. Just like politics has become a sport and entertainment which has a lot of sad
variables around that. I think business is about to go that way, because everybody can communicate, and it’s all in public and all this stuff. I’m just enjoying watching. Pass me the popcorn.

“Tips for getting up and running?” – This is interesting. This is very much deja vu 20 years ago. Yeah, first and foremost you need to find the right kind of infrastructure, backbone, CMS tool to really get you guys to launch. Contact management system CMS. Magenta or Shopify or one of these platforms that can get you up and running in the retail capacity at a low cost. I would also highly, highly think about how you’re going to promote within your store to drive people to the .com. I think a lot of people
forget about that aspect. Obviously you have to learn how to do Google search ads, SEM, and you’ve gotta work on search SEO, and organic. You gotta figure out
how to use Facebook ads targeted within a two
mile radius of your shop, and a different kind of
marketing campaign for the 15 mile radius. If you’re going into the delivery of it. I think that what you have to really do is I’ve given you some
tactical stuff off the gate. Here’s some more high level things. First and foremost, you
need outrageous levels of patience. It is going to struggle
over the first 12 to 24 months because in general, it’s a high friction area. Obviously with Instacart and Fresh Direct, and there’s plenty of thing going on where people are thrilled to order but a family grocer to
become an internet player is a tough haul, and so patience I think is going to be an
incredibly important part of your success as you
go through this journey. I would make sure that every bag that you have at the store has a flyer in it with some
sort of creative call to action with a coupon that is online only as kind of a cherry to drive acquisition. I would also try to make sure your POS, point of sale system at the store is tied into the .com so that people can use club cards or you
can collect data there and remarket to them on .com environment. Email marketing is going
to be an enormously substantial part and
backbone of your success. I think a very strong
strategy of what to sell on a daily or at worse case every other day basis on your email service is quite important to muster up excitement and most of all, do not create friction. Make it valuable for people
to join your .com environment. Don’t force them into it, and so those are some
of the top line thoughts. It’s nice when you’ve done it before,

“How do you think people will
consume news in the future “and how can small publishers
like ourselves monetize “on our content if it is
consumed on a native platform?” – Raymond great question. You’re going to have to find
ways to integrate advertisers in a way that if you’re not
the platform where you’re monetizing the eyeballs, well then you don’t
deserve the dollars because all the advertisers want
is the awareness, right? I mean they’re not smart
enough to recognize they want the actually engagement
and the sell through. Unfortunately right now they
still want the awareness. So, if your news is
being consumed on Twitter and not on your platform, and there’s no ad opportunity
for your advertisers in that format and
that’s going to Twitter, well then you’re fu—-
and that’s exactly what you are alluding too. I think what you need to do is A, find ways to drive people to your world, which is extremely difficult. Or B, rethink the model all together. Do you actually, you know, when was it that media
and news companies decided they were in the advertising business? A long time ago. But are you maybe in the events business? Are you maybe in the consulting business? Are you maybe in the
content production and compete with VaynerMedia business? Are you in the stand up comedy business? I know that was weird, but like that’s really where I’m going. You and everybody else selling
news has defaulted into, “I sell advertising.” Why? Why are you romantic about
the way you make your money? Why are you using 80 years
of history to make your money when the world is clearly
changing at a scale that we’ve never seen? Why? Why? Because innovation and innovators are rare and far and few in between aren’t they? And so, I challenge you in this show, at this moment, and everybody else
trying to monetize news. Recognizing news is now
being consumed on Facebook. Recognizing news is now
being consumed on Twitter. You’ve lost your power of people
coming to your destination. There’s a couple of
ways to think about it. Are you thinking about
virtual reality video? Are you thinking about 3D printing? Are you thinking about
mobile only society? Are you thinking about the
next thing after mobile which might be, I can do it right here in thin air. Or, more importantly,
’cause all of that stuff is probably 10 years away. Are you thinking about
different ways to make money? Meaning, you have a news
outlet and because you’re good at producing news
and getting people to consume it on the web, maybe you help advertisers
get their content consumed on Facebook and Twitter. Rethink the game. And by the way, that was advice for everybody here. Always rethink how you make your money. Wine Library has a big
second floor right now and I’m trying to sell it out as space for events and things of that nature. I’m making money on the real estate. So rethink the way you make your money. (car engines revving)

“your website’s landing
page be a jab like a blog, “or a right hook?” – Paul, you’re welcome for all I do. The answer to your question is, you know, I think it depends
on what your business is doing, and so to me, if
you’re selling something you need to have some level of right hook, ’cause you just have such infinite amounts of time when people land. But if you’re selling information, or you’re looking to
bring a brand awareness, or you’ve been so sell-y
as an organization for such a long time
you need a counter-move to soften your right hooks, and that’s it. That’s the theme of 106 episodes which is that every answer’s different. It’s a reason I can give
away my best advice here, have all my competitors at other agencies and other things come here. I mean I had a bunch of
competitors, literally, small VaynerMedias
asking me for advice over the weekend in email,
which I was answering because at the end of the day, I can give my best advice
because it’s all in theory, right, it’s all in theory. I can give this kind of detail,
which is pretty significant, but then you’ve still got
to get into one extra layer, the clients of Vayner,
the things that I work on have to get to one extra layer
of detail to be successful. And so to me, I’d have to audit what the business or organization
was doing for the last 12, 24, 36 months, if it existed. And then I’d need to understand
what it needs to achieve. But once you understand what
you’re trying to achieve, all your behavior has to match that. And that’s why a strategy,
a religion, a belief system is so imperative in what you do. The amount of people that
are watching this show right now, that are
wishy-washy on what they’re trying to achieve, caring about dumb shit, like oh, I want a nice watch or a car. Like, you’re gonna lose. If you understand how to level that up, I can get any watch and
any car I want because I leveled up, and I still
don’t want that bullshit. And so, I’m not judging you, you do you, you do what you want, but I promise you, push yourself to understanding
what you’re doing at one, two, three levels higher, and you’ll amass that
success along the way that are beneath you. If you want that thing
right in front of you, if you go above it, that
thing is a by-product of you shooting for a higher plane. So, I think it comes down to the details. – [Voiceover] Matthew asks,
“Why is it that people

“for custom music, should
I delay them with content?” – Aaron this is a very
interesting question for a very specific reason. If you watching the Meerkat, I kind of had to talk to India four or
five times on this question and I didn’t really, fully get it and then I realized, aha that’s why I don’t get it. Because of the way you position
the question, my friend. If you notice the sentence structure, something I never understood ’cause I have no grammar skills. You say delay them with content. That, in itself, is the problem. It’s the energy that you
approach this question with. Which is that, you’re
saying to yourself do I put out content that
is in my best interest instead of theirs,
hence the word delay. And the way I
always talk about it, is putting out content that
actually brings value to people. And so, when I say a pop-up. You know, when I say,
don’t stop them from going to what they want to, that’s a pop-up ad that’s not bringing them any value. If you put out content
that isn’t the music but maybe it’s
the behind the scenes of you remixing the music, getting the music, your thoughts on the music. If you bring them other value well then you’re bringing value. I mean, people watch this
show to get to the answers. Do they enjoy the
banter that I had before when me and India make
before we get into the show? Or my Jets thing or whatever? You know, I think
there’s a certain subset that does enjoy that. And that’s why I’ve
been able to pull off video show after video show ’cause I’m trying
to make it interesting with other things besides
the hardcore content. Some people think
that’s too much, they don’t like it and
they won’t be there. But at the end of the day, the
fact that you say delay them with content means that
the energy in the seed of how you’re
approaching it is wrong. What you need to do is make
that value added content. Make that part of
the overall experience. Make that the
reason they come. And I think that
that is something that people really misunderstand. I think the Mets have a much
better stadium than the Yankees because of all the added venues and the nuances and the
ambiance of their stadium. I’m there for the ball game. People are there
for the ball game but there’s always a added
value of why you’re there. It might be a
dart board in a bar. Is the dart board
there to stop them from drinking another beer? No, it adds, so
let’s add VaynerNation. Let’s not subtract. It’s interesting the
way he asked that.

– Andrew asks “Do you plan
on embedding Facebook videos on your website instead of
YouTube videos, and is it more beneficial to do so if
you’re not monetizing?” – Andrew I’m a big fan of Facebook video, hence the whole rant here early on. We put it up on YouTube
and I clearly just threw my right hook to Facebook. Funny thing about me is, my actions always speak
to where my strategy is. That’s an interesting
insight I care less about the perception of having 20,
50, 100,000 views on Youtube than I do about getting
the Facebook virality that that ecosystem creates. I’m a big fan of it because
the truth is the virality that Facebook allows you is
greater than the virality that YouTube allows you. And I think when you’re
not monetizing virality, the ability for it to get
shared and new people to see it, the VaynerNation just
helped me so much and I asked for even more, I want people
to see this because I believe it’s a good piece of content
for me to be a first look at me because it’s really an
essence of who I am. It’s a good first look, it’s a
good first impression for me. It’s also very well produced. I’m interested in people seeing it. And right now, Facebook
feels like the right place to send those people so yes,
I would be and I recommend and I think you should,
everybody should be very serious about embedding Facebook
videos into their pages in lieu of YouTube at least
for nothing else than context. You may want to go back to
YouTube for whatever rationale because it’s a very important
and very powerful platform as well you may be going into
the new subscription product they have maybe a million
different things and reasons to do it but here’s
what I don’t understand. You know what you’re getting
from Youtube from last decade. By not tasting what Facebook
could be bringing to you is just a mistake in overall strategy. – Hi Gary Lori Greiner
here from “Shark Tank.”