(laughter)
– [Gary] Is he Joe Namath? (muttering and laughing) Amazing. (laughter) – Oh hi. Gary, I have a question. Nationwide CMO recently
justified their Super Bowl ad by saying, “We weren’t
trying to sell insurance, “we were trying to save children’s lives.” How do you feel about advertising such a somber spot in the Super Bowl? – Great question and great legs Geoff. (laughter) – You like that, Johnny? (laughter and clapping) That’s a really good question,
it’s really interesting, I always have wondered if everybody talking the next
day after the Super Bowl about the monkey that
jumped on the bear with the cute little puddle of
water with a smiley face on it, did that actually help
XYZ thing sell its thing? And I think at some level we have a lot of wannabe movie producers
making TV commercials for the Super Bowl and it’s their chance to do the most creative thing that they’ve always wanted to do, and they’re so happy. I actually weirdly am pretty pro that commercial spot, and I’ll explain why. Number one, at some level,
advertising’s supposed to make you remember and think and recall, and the truth is, that
piece of content makes me think about what those people
actually do for a living a hell of a lot more than
a lot of other things where people bring back
old school celebrities and then 10 minutes
later you don’t even know which snack it really
was or which soda it was or which beer it was and
so I understand peoples’ push back against it,
but I’m a humongous fan of going counter-cultural,
and so in a world of Super Bowl is festive and this and that, and everybody’s kind of
going for humor, I mean, here we are talking about it, right? And so, (sighs) again,
I was at the Super Bowl and haven’t fully even
seen the spot and don’t have all the context so I’m
not super prepared to give my final, final, final
(hands pounding) answer on this, and I’ll
try to do that shortly because I should be on top
of something like that, but my early intuition
is that there’s a lot of value to always playing the other side of the equation and from what I can tell without seeing fully the
spot, ’cause I’ve seen the images but not fully
the spot, the content is at least closely tied in
to what that company does for a living and I think
that way too many people wanna throw Betty White out
there or a cute XYZ kitty cat or something of that
nature, and you’re just talking about the
creative, but you have no interest in going and buying the product. I think there’s real
potential for that kind of effectiveness so, I think standing out and going in the other direction is always the right thing in a crowded environment and I think they’ve
clearly done that because everybody’s still talking
about it and debating it, and it’s tied into the
business they actually do.

– [Voiceover] Ashey asks, “Do you think brands need to be represented across all social platforms, or just the most popular ones?” – Ashley, good job by
the double enforcement because you put up the Instagram, but you also hit me up on Twitter and said, “Yo, answer my question.” I like that gusto. Way to get it, girl. I do not think that
every brand in business should be on every platform. I actually don’t also
think that they should be just on the popular ones. If you do not know how to communicate, or your audience is
not there, for example, if you sell mattr- (thoughtful groan) If you sell adult diapers,
I would argue that SnapChat is not gonna kill it for you, even though it is
massively popular, right? If you sell selfie sticks
that are only made… That are pink and only marketed to fifteen year old girls, you know, Facebook’s starting to become a place where you could debate
is not really for you, and so I think you need
to be in the right place regardless of its size. YikYak’s not the biggest, but I think a lot of
college campus pizza shops should be all in on that, right? So, it’s not the size of the platform. (laughter)
There’s something funny about that. It’s not the size of the platform, and it’s definitely not on everything. It’s what’s right for your business, based on who you are trying to reach, and so if you’re looking to try to reach 60 year old, grey haired
business executives, you’ve gotta look at Linked In with a much more crucial
eye than on Instagram. If you’re trying to reach
25 to 45 year old women, now you get into the Instagram
and Facebook game for sure, and a little bit less Twitter. Definitely Pinterest as well. If you’re trying to
reach 28 year old dudes, Pinterest not as much, right? So, you’ve gotta understand the demo. You’re gotta reverse engineer
the demo you’re selling to or you’re aspiring to sell to, and that’s where you need to story tell. Around the attention graph of that person, predicated on the platform
that most matters.

– [Voiceover] Scott asks,
“Why are you moving “a bunch of energy to Instagram? “Is it a trend you’re reacting to?” – Scott, the answer’s yes, it is a behavioral trend that I’m reacting to. Instagram, in my opinion, 2015, is the number one social network on the Internet from a
pure attention standpoint. Facebook still has the
reach and the product and has the overall attention
collectively, but from a depth per piece of content,
I think Instagram wins. I think people are really carefully going through their pieces of content. Ads aren’t there, old
boyfriends or friends that you were in high
school with aren’t there. It is who you want, people
have been very hesitant to follow people that they followed on other platforms because
it’s a safe haven, right? And everybody’s in it, and absolutely that’s why I’m pushing,
absolutely that’s why I want everybody here at the VaynerNation to follow me there, because I think my behavior will shift more and more to doing exclusive things
there, to telling you about things that I won’t,
don’t say in other places. It’s becoming a real one
B to my Twitter world and my Facebook fan page, so I’m in a one ABC world right now, whereas Instagram was a two or a three at the beginning of this year. So it is absolutely just
like the last question. My friends, VaynerNation, let me make it perfectly clear here on episode 57. Big shout-out to my boy Bart Scott. As a matter of fact,
let’s put up the video where Bart Scott gave me a shout-out and I can’t wait for
the Thank You Economy. Find it, it’s there, it’s out there. Let me make it perfectly clear. Nothing. (clicks tongue) Nothing I do isn’t a
strategy that’s reacting to consumer behavior. It’s how I roll. Question of the day, what
is your Instagram handle?

active users aside, do you think Instagram is actually a larger social
network than Twitter?” – Daniel, I think that
Instagram and Twitter are tremendously different. I think Twitter is kind of the town hall, the cocktail party of our society. When things happen in the world, you know, that’s where we’re going. You know, unfortunate
hostage situation in Sydney, I’m not running to Insta
to see the pictures. I’m running to Twitter
for the conversation. On the flip side, I do not
believe there’s a social network in the world that exists right now that has more the end
attention of the consumer than Instagram. Meaning we’re looking at those
pictures pretty carefully. In this world, by comparison, you know, this episode’s gonna
tie nice together because, nicely, because I know the other questions and I know my push for Insta. I think it’s about attention on the Gram and I think that’s where
it’s really winning. I think people are
really consuming content and paying attention. One of the reasons that
Twitter is evolving is, you know, I used to be able
to send a tweet six years ago and even though with substantially less of an audience of reach, I had more action because the attention was more serious. Now the fire hose has gotten so intense so those are the variables. From a net-net game of attention, I think it’s pretty close but Instagram is clearly
going in the right direction. They just both act
differently, that’s all. – [Voiceover] Lisa wants to know, “What actor would you want
to play you in a movie

– [Voiceover] Marius asks, “Hey Gary, can you explain in more
detail your statement from Market Makers that Super
Bowl ads are underpriced?” – I sure can, Marius. I appreciate the question just moments after I got off the set. (Gary laughs)
(people laugh) You know, I care about attention, just like the questions we just answered, and so I think, almost
everybody in America, when the Super Bowl,
at a Super Bowl party, they’re watching it, and then
when the commercials comes on you hear at parties, (hushes). The event is to consume the
commercial at the highest scale. Couple of years ago, so I did not watch both
Super Bowls that included, or no, that’s not true. The last Super Bowl that the
Patriots and Giants played in, I didn’t watch it. I just laid in my bed, silently. And it was surreal, because I knew that all of
America was doing one thing, and me and AJ were doing another thing, which was sitting in silence. And so, I remember that really
drills home the fact for me, that all of America watches this game and then watches those commercials, and the attention put on those commercials is overwhelming, and
just the bottom line is, in that arbitrage of the ROI, I truly think that when you
compare a Super Bowl ad, four or five million,
compared to other ads, hundreds of thousands, that
this return is so much greater than hundreds of thousands of
dollars, millions of dollars, that people spend on television
during the regular year when everybody’s DVRing. When a commercial comes
on, everybody’s in here. And so I think it’s
underpriced by today’s market. I just really do. I think a Super Bowl ad, if
it’s four or five million, or what they’re charging these days, I think it’s worth 10 to 20. I really do. Just the way it is. Question of the day for
#AskGaryVee four five.

once in a while I want
to rant about things. Airbnb going into print. A magazine I think called Pineapple. I’ve been a little off the grid.. I gotta answer this Snapcash
question and I haven’t really even played yet, so. But, a really interesting move to me, something I want to
address with everybody. I’m very fond when the
new world goes old world. I love when Warby Parker€Ž and Birchbox, an investment of mine, for disclosure, open up retail stores. I love when Airbnb makes a print magazine. CNET making a print magazine. You know, I’m one who,
you know, kind of like, pounds on traditional media. But if the cost structure is
right and the strategy is right for Airbnb, as they continue
to grow, they’re now trying to get to that final
step which is broad awareness. And a print magazine in
supermarkets across the country or Barnes and Nobles is a
way for them to get to that 45 to 75 year old that is not
as savvy, and maybe that cost of printing on trees
might bring them value. And so to me I like the
convergence of the new world going into the old world. Versus the old world
going into the new world. – [Voiceover] Tyler asks,
“Do you still think the

– [Voiceover] Joy asks,
“What social media techniques “do you think work best
for promoting a book?” – Joy, I was excited about
answering this question ’cause I was gonna go tactical, but then Steve reminded me
that I’ve answered this a bunch in the past, and I wanna
give that context too ’cause he’s right, and I
wouldn’t have answered it, so kudos to Steve for
making the show better. When selling a book, you
need to be selling it months and years in advance. I am actively, right now,
selling the #AskGaryVee book. Let me explain. I’m putting out content, and I’m jabbing, and I’m building an audience, and I’m building a lot of new fans. As a matter of fact, question of the day going right into it, How long have you been following my work? Please leave that in the comments. Podcast people, jump out of the earphones, and jump onto the
keyboard and go to YouTube and answer this question, because I want a lot of
people in the VaynerNation to see how many people are only
two, three, four, five, six weeks in because this
show is getting virality, bringing people in, and then
thus creating a scenario where, I was just thinking
about what’s the scenario, got excited, anyway, creating a scenario where
I’m bringing value up front, I’m not charging for this. I’m not asking for anything. I’m not trying to make a
gateway to a product, no. I’m just building leverage,
and then when I launch in early 2016 the #AskGaryVee book, which is probably gonna be
a hundred to two hundred of these questions that I’ve
done over the last year or two, if I can get that far. That was a little bit of
a gateway drug preview to how many episodes I’m expecting to do. And two, a bunch of new questions, and three is kind of a cool idea I have. (ding) A lot of people here
who’ve watched every show don’t really need to buy the book, right? I mean, you’ve consumed it, but at 18 bucks or 22 bucks, they will because I’ve guilted them into it because I’ve provided so much of value. And so number one, you need
to provide value up front before you ever sell your book. Let me get into some tactics. One-on-one marketing. One of the biggest mistakes
so many authors make is they send out a bulk e-mail, and it usually says this. “Hey guys, I never normally do this,” I mean, that’s my favorite. You like that, Zak? “I never normally do this, “but I have a book coming
out next Wednesday. “It would mean the world to me,” Why? They want to be efficient. People want to scale. What I did last August was I went to Connecticut with my family and I, one by one by one by one by one, wrote e-mails to people
that I wanted to help. Alex in 12 years. Alex, hey remember I really
gave you a break in your career. You know, we’re great buddies. Hey, nice job last week, da da da. I’d really appreciate
your help on this book. Can I count on you? And I basically went one by one by one and scaled the unscalable,
and what it created was a landfall of a lot of opportunity. The other thing is you have to
cess the market of exposure. That year, August last year, the podcasting was really
starting to happen, right? And so I wanted to really focus on that. So I went and I did a ton of interviews with all the emerging podcast people ’cause I knew that was the arbitrage, and what I mean by the arbitrage was a place where you would get
bigger return on your investment than other places based on its exposure. So whereas three years ago I’d
want to be in the Huff Post and guest blog post,
that played itself out because Forbes opened it up, and a lot of other people did that move, but the podcasting was starting to grow, and now there’s so many more podcasts, so much more competition for those earbuds that it’s changed a little bit. It’s not as valuable to be
a guest as it was a year ago because of the game, unless
a certain podcast overindexed and there’s more, and you keep playing this. So it’s really tactical stuff like that, but it’s really about
scaling the unscalable. The truth is, you’ve gotta get
to somebody’s emotion, right? So that it goes from heart
to brain to wallet, right? Heart to brain to wallet, oh I like that. That could be a really nice picture. Let’s, maybe a t-shirt. Heart, can you make a t-shirt? Anyway, heart to brain to wallet is kind of the way I
think about selling books. First you gotta get them emotional, then you gotta make them
think there’s a value prop, and you’ve got a storytell to them why they should buy your book. What’s in it for them above the fact that they feel that they owe you? And then that’s when they
start pulling out their wallet. And so I do that one by one by one by one, and when I do interviews,
one of the things if you go back and listen
to all of the podcasts, Lewis Howes, Peflen,
JLD, any of those people, when I was doing those interviews, I barely mentioned the book. As a matter of fact, when they asked me questions of the book
’cause they were good guys and they wanted to get me exposure, I’d walk away from it ’cause
the only thing I want to do in those 30 minutes was provide as much value for that
audience as possible ’cause that’s the first step, the heart. Thanks for watching episode
41 of The #AskGaryVee Show.

– [Voiceover] Chase asks,
“How can you stand out “on LinkedIn with all the chatter from “the “social media
gurus” that are spamming “everyone’s feed?” – Chase, I took this question because I need to razz you and everybody else who asks a question like this, but I want you to know that I love you and I apologize. This is a loser question. If you’re worried about everybody else, you’re not worried about yourself and that’s the bottom line. It is stunning how little
I know about anything else, except my world and you guys. Period, end of story. I don’t know how everybody
else’s podcast is doing, I don’t, I’m not listen
to anybody else’s podcast or video show or anything else. I’m aware, I know that
I’m between 60 and 80 on the podcast ratings, but I don’t look at
Tim Ferriss who’s higher or somebody else, I listen to it and try to figure it out. I focus on my stuff. Way too many people cry, “Oh, these social media
gurus are so loud.” Their loud but if they don’t have depth they’re going to weed themselves out and so if you spend one minute looking at what anybody else is doing versus spending all your time
about what is your audience care about and how are they
reacting to your stuff, you know what I spend my hour on? When I’m like winding down. Instead of looking at
who’s ratings are higher and then trying to copy their moves or complain that they’re putting out shows longer or better or different things or get guests or this and that. Instead of focusing on their context and their competitive advantages or what they’re doing well. What I do, is I read my comments. That’s what I do, because I really care about
what you guys are saying about this show. Where the value prop is, what your opinion on the website is, what your opinion about chugging is, what your opinion about banter is, because that’s how I’m collectively trying to make this show better. I’m focusing on the people
that give a crap about this and so, instead of worrying about what everybody else is doing, I don’t… It’s crazy and I think you
can see my energy on this. I know this is a huge, huge, you know, in lieu of the marathon coming
to New York this weekend, I am not a runner who looks around me. I’m like straight ahead. That analogy that people
use, that’s not my analogy. I have a lot of my own. Oh, by the way. We have the reverse engineer shirt, right, let’s link that up. That’s up. Did I blow it? You put it on TeePublic and it only has like 72
hours where it’s 14 dollars then it goes to 22. – [Steve] That’s right. – So we need to like…
I need put it… – [Steve] You got it. – Do I have a BSU? Can I post it? I need to put… I’m going
post this on Facebook, it’s already up by the time you watch this because DRock’s got some editing to do. Drock, did I ruin your Halloween, did we start to late here, like what time’s this going to be done? [DRock] You’re fine. Okay. My friends, stop paying
attention to everybody else. Who gives a (beep)! I need a lot of beeps in this episode because I want to keep
it clean for the podcast. Who gives a crap, what every
other social media guru and expert, if they’re attracting an audience, maybe they’re doing something right. It’s not up to you to decide
that they’re a fluffy, crappy guru and they don’t deserve it. Clearly, they’re hustling
and putting out stuff and clearly they’ll stay. Don’t forget, I’ve been around since 06 under this kind of monarchy and this is the interesting thing, there’s a lot of people
that were the social media technology gurus in 2007, eight and nine, that you’ve never heard of. They come and go if
they’re not good enough, and if they’re good enough they stay. – [Voiceover] Kahlil says, “Sup?”

I say email is not dead. Do you think email will
be more or less relevant in three to five years? – Madison, great question. For me three to five years
is always hard to predict that way out, but I’ll get to that part, and before I actually
answer this question, I just wanna give a huge
shout out to the VaynerNation for supporting this show. I’m really enjoying it. I was super bummed about Friday night, so I apologize, I think I
tweeted that I was gonna have it. I let some people down, I
hate letting people down. Email is definitely not dead. I would say that email right now I like marketing in the
year that we live in. So, I would say right now that
email is a very killer app. Now are open rates at 90
percent like I had in 1997, absolutely not, but is it an
own channel that you control and don’t have to be at the
mercy of all these other platforms that you can
market to your people, for sure, I think we can’t
be naive to the fact that Google made changes with
Gmail about a year ago if feels like now, or within
the year where we went to a promotions tab. I see
Stunwin shaking his head. Steve, were you affected
by the promotions tab, were you part of any email lists that you noticed went there? – Oh yeah, absolutely. – Here’s the punch line question. Show me, punch line question. Here’s the punch line question. Do you feel that some of
those that got switched to the promotions tabs, you’ve
actually fallen off ’cause they don’t go to your native in
feed and you either unsubscribe or you just don’t pay
attention to anymore? – Totally gone, yeah,
probably five or six emails. – That’s my concern,
so what’s happening is, do I think email will matter
in three to five years? For sure, I think it’s in play. It’s a channel, it’s not going anywhere. Do I think it’s dead? Absolutely not. Do I think it will be more or
less valuable as a marketing engine, I will go with less
valuable in three to five years. It will still be very valuable
’cause it’s one of the best channels, but it will be less valuable. That whole marketers
ruin everything line that I use a lot, that’s
what this is all about. Platforms come along. They have value, and then
we market against them and then consumers kind of push off. It’s cops and robbers. It’s cat and mouse. Over and over and over again. And we’re living in a
process now that we’re into the second decade of email
being ruined by marketers. – [Voiceover] Troy asks, “I
work in two different spaces.

when you feel you have unique content but not tapping into the right audience or not gaining visibility.” – Nikola, this is where you start
looking yourself in the mirror and deciding if you have
business development chops. This notion that you
have the greatest content and it’s not finding
it’s audience is romantic at worst and audacious at best. To me what you need to
look at is are you capable of also building audience for your content or are you just the content provider and do you need a partner
who can help you go out and do that or have
you just lost all sense of reality and you’re
stuff is just average. – [Voiceover] Galen asks, “At
what point do you just get rid