– [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] 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

– Hi Gary, this is Jelle from Amsterdam. This is why I need to be in Episode 14, because our biggest Dutch soccer player called Johan Cruyff he wore the number 14, so it’s really important
for us, for our Dutch man. And here’s my question, Gary. I’ve read a book in 2011 called Think and Grow Rich by Napoleon Hill. And that book changed my
life in a very positive way. I’m very curious about
you, Gary, did you read any books that changed your
life in a very positive way? Thanks. Big shout out to all the Dutch Vayniacs. The answer to this question
is pretty interesting, this is gonna be one
of the shorter answers. The answer is no. That pre-mentioned book that
I am planning on writing, if it’s my fourth or fifth
or sixth book, when I hit eight books, writing, I will
accomplish a very rare feat, which is that will be
the moment where I’ve written more books than I’ve read. I believe that one of
my core weaknesses is my lack of reading books. I just don’t read books. It is, I’ve read three
business books in my life. If you call the Steve
Jobs book a business book, John Battelle wrote a book called Search, about Google, and then
I’m trying to think, my favorite book I’ve
ever read was called Nine, it was about the Supreme Court. I’ve read like seven books.

what role does internal culture play in the company’s success? Can you give one concrete
tip on building that culture? Ekaterina, how are you doing? It’s always great to hear from you, I’m glad you’re on the show. Company culture is actually the only, you know what’s funny,
it’s funny this question’s coming up today, I actually
on the way to work today said, “you know what, the
book that I’m gonna write that’s really gonna like,” you know, I always think is Crush It!,
ooh, Thank You Economy’s gonna sneak up on people.
I know, as I sit here today, the book that I write
on culture and how to build an organization through humans, not CFO cash tactics, is
gonna be my book legacy, so whenever I get to that,
so it’s everything to me, as an operator I’m all E.Q. over I.Q., the one concrete tactic I have is way too many people make
decisions on who they fire or hire based on money. “Oh, we have the budget
to hire another designer, or camera person, or” like
it’s a financial decision. All my decisions on hiring
and firing are emotional. What is it gonna do to
the collective community? You know, if I fire this
person, who’s so popular internally, because they
have great people skills, will that hurt everybody else, and can I can I push that person
into another direction to help them get another job over 90 days instead of firing them
abruptly in one day? That costs me a lot more money, but does a hell of a lot for me in the culture. And so, that is my one concrete kind of curve ball haven’t heard a lot of
people talk about that kind of stuff, example.

coming out in audio book form?” – Mike, I’ve been dodging this question on Twitter for months, so congratulations for
penetrating Episode Nine. The answer is, I was
supposed to do it in December of last year, January,
I kind of lollygagged. The two full days in the
booth just became unpractical, ’cause VaynerMedia is exploding, and so… I’ve been watching this guy. I’ve been watching you, Aton! (laughter) This time, I’ve got your number. (laughter) We got him this time, guys, we got him! Where was I? Don’t edit any of this, where was I? – [Voiceover] The recording
booth was unpractical. – Yeah, it was unpractical, VaynerMedia is exploding with characters, and so I just haven’t gotten to it. The truth is, we’re thinking about having somebody else read it. It’s just kinda one of these
things that is dragging now, and is lending itself to me not doing it, which I know is now going to get a ton of boos in the comment section, and I apologize. – [Voiceover] Jason asks,
“What’s the hardest thing