– [Voiceover] Charles asks,
“is the #AskGaryVee show “your version of meditation? “It seems like it helps you
organize your thoughts.” – Charles, this is a really good question, I saw this one come through the stream, and it took me a step back,
because I’m like, “does it?” What I can tell you is this,
I think the brilliance of the #AskGaryVee Show, when
the business historians look back at it is (laughs) so awesome, any way, when people look
back, when I look back, when the team looks back, when
you, the collective audience, looks back, when you, the person
that’s watching this video three years from now, looks
at this show and realize, when I was on it was, we’ve created this show
as a foundation point to all the other content
that I’m putting out, and so the ability to use
this show that then allows India and Steve to help me
write Medium forum content, I mean, I think all of you have seen that over the last six to eight weeks, my ability to pump out Medium
and GaryVaynerchuk.com animated gifs, all these things all coming
from this central seed, so the ability to put out this show, which brings a lot of
value to a lot of people, it’s one great jab at the highest levels, for people who know what I’m referring to, and then it’s also a
gateway drug to more content that is content made to be
gateway drugs to awareness about me and to create leverage. It’s just one big machine of brilliance.

– [Voiceover] Todd asks,
“I notice that you post the same things multiple times. Please explain why this
is a calculated move and not obnoxious.” – Todd, everything I do is calculated. And so, the answer’s yes, it’s calculated and the reason I’m posting
multiple times a day and I think you’re referring
to clearly, Twitter, is the before mentioned answer
in the Instagram question couple questions ago which
is Twitter has gotten noisy. I’ve looked at data and intuition, looked inside myself, and decided that it’s okay
for me to do it multiple times ’cause the speed is happening. The hardcore fans who will accept that it’s okay, I’ve seen that and just so many, call it 90% of people that want to consume my
content, I mean still somethings that I’m on the 19th time on like the Twitter mistake on the deck, you know, I put out today
and people are like “oh” and like, you know,
there’s just so much noise that I feel the market has changed and I think it’s appropriate
almost like a scrolling bar at the bottom of ESPN, right? If you think about that, that’s looping the same stuff and it doesn’t bother me. I can choose to look at the bottom or not and weirdly and I’m
sure all of you do this, sometimes you just look
again and again and again. It’s kind of wild that way. I think that Twitter’s
fire hose now replicates the bottom ticker of CNBC and ESPN and I think it’s the right execution to put out your stuff at different times, different time zones. I wanna hit my European and Asian, and Non US family, what’s up, Non US? I wanna hit my West Coast peeps, you know? You gotta play it differently and that’s just the way it is
and I think it’s appropriate in a December 16, 2014 world to put out the same content
multiple times on the Twitter. I like calling it on the Twitter. In a world where in
December 16th, you know, 2008, I felt differently. I changed my mind consistently which is why I think I win. And honestly, which is why I think I’m worth the attention that
you’re applying to this show and why I think this format works because the game is
changing quickly and often and if you’re not adjusting,
you’re gonna lose. The ’85 Bears won on a system that doesn’t work in today’s NFL. Heck, heck, the 2000, who
won last year, the Seahawks. The Seahawks aren’t even able
to execute the same game plan as last year in the NFL because of the way the officials call pass interference and
things of that nature and so you just gotta keep evolving and if you don’t, you lose. And that’s the evolution of my game. So advice that I gave in
jab, jab, jab, right hook would have looked differently
today about Twitter because between the time I wrote it and this minute, the game has changed.

“is 100% built before putting out content “or put out content
while I’m building it?” – Alan, there’s dude by
the name of Tommy Mottola, Google him up, who once
said something to me in a private meeting. He said, “I never let any
of my artists go on TV “until I was selling something,” and his notion was until the CD was out, which is his world, why
would I put Mariah on TV. If she was a week early and
the girl that got inspired, or guy, couldn’t run to
Virgin Megastore and get it, well that was a wasted opportunity and I’m a big believer in that. The only thing I wanted, so the answer is I would wait, but I want to
context this for everybody. My question is what’s the objective. If the objective is to put
out content that drives to the website but then gets people to sign up for something, buy
something, do something, if you’re able to execute
the business objective outside of the website,
I would do that now because you’re building
up storytelling and leverage and equity that later you can drive to your website. It feels like you’re wasting time and missing the opportunity. That’s a big problem I
have with a lot of people. They theoretically believe in a process when you can … I think that a lot of brands should be monetizing their social media content and a lot of them are trying
to use social media content to drive to a website where
they’re selling banner ads and I just think they
should be selling against the impressions of getting in social because it’s the same game. They’ve made a religious
and historical belief that they need to sell to the dotcom. I’m worried you’re doing the same thing, so my answer to you very simply is the way you’re going to make your money, the reason you’re doing it,
whatever you’re trying to do, if you’re able to do that through content in its native space and
not drive to a dotcom, then do it there. Even when you have the website, I would practice doing it there. – [Voiceover] Elliott asks,
” How would you recommend “looking for a co-founder?”

– [Voiceover] Rollinson asks,
“Is paid promotion for jabs an effective way to build
an audience for right hooks?” – Rollinson, this is a great question. It’s something I’ve been
debating a whole lot. Now to frame it up for everybody, the notion is should
he, you, she, him, it, where am I going, I don’t know. But sorry, stick with me
here because I’m excited. Should we as a collective pay for jabs, meaning a non call to action. Not buy this wine, but should I create an infographic about the tempranillo grape and it’s just a did you know about… and it’s just a piece of good content. Should a spend three,
four, five hundred dollars on getting this awareness
to build up equity to then later come in with the right hook. I think the answer is predicated
on how much money you have. Right, like, if you have a
limited budget, you’re probably going to want to save it
for, hey buy this wine for $14.99, it’s a killer for Thanksgiving. You know, like, that is
probably what you want to save it for, but if you have
an overall marketing budget, if you’re a bigger brand, if
you’re spending real money, I think there’s enormous value in jabbing. I’m spending a ton of money on jabbing to build up awareness, to get
people into the ecosystem. So, I’m a big fan of
spending dollars on jabbing. Content that benefits
the audience that doesn’t have the direct R.O.I. to you, and you’re spending even more money on not just producing it but
getting it reach and awareness because I think of myself as a marketer and a brand guy not just a core salesman. That has to do with your finances. I can do that today, I
couldn’t do it 3 years ago. I couldn’t afford it,
10 years ago, forget it. So it depends on where your business is at but if you can afford it, I would allocate some level, 10 to 30
percent of your budget on just jabs, if your limited. If you’re a bigger brand,
big pockets 50, 50 even. Maybe 80, 20 on just the branding because you’re building exposure. I mean look, every TV
commercial, every billboard, 95% of those aren’t infomercial,
they’re brand building. That stuff works. – [Voiceover] James asks, “Do you

– [Voiceover] Sarah asks,
“As a private music teacher “I have limited hours to teach. “What are your thoughts on
how to increase my income, “or build a brand?” – Sarah, a lot of thoughts on this. It’s called the Crush It! manifesto, which is, there’s plenty of damage between 11pm and three in the morning. I get it, you teach,
you know, I don’t know, teachers to me are actually,
my sister is a teacher, like they have the most
time to do other stuff. They have fairly good schedules. There’s the summer. There’s, you know, and
again, maybe you’ve got a different kind of teaching thing, but to me, if you want to build
more of a scalable brand, you gotta put out content. You gotta look at things like Skillshare where you can put out your teachings and sell that. There’s a lot of ways to do it. Technology has created
an enormous opportunity for you to scale it. You can do live Spreecasts
and Google Hangouts that only have access to people that pay. I would recommend putting
out a lot of content at first as a gateway
drug to the opportunity to charge people so you
can establish yourself. But this whole notion of where is the time, I need more time, I just think people are
loaded with excuses. They aren’t auditing themselves. They don’t realize that
they’re watching every season of Homeland and Game of Thrones. They don’t realize that
they’re having an hour and 15 minute lunch, like lunch. I’ve had two lunches. Robert Souza, our new SVP made me go to a lunch to meet somebody. I was pissed. I was like, why couldn’t
we do that as 11pm drinks? Lunch, like leaving and having lunch? The inefficiency of that time? So you know, I’m pissed at lunch and I’m pissed at Game of Thrones and I’m pissed at playing video games and I’m pissed at a lot of
things in a world where somebody wants more
financially or career-wise. I love it for the people
that need it to escape. I love it for people that are content with their monies and their career path. I love it. As a matter of fact, I envy it. Boy, if somebody could take a shot and suck out some of my ambition,
I’d be really pumped. You wanna do a start up? Create a suck out the ambition app. I’d be really happy about
that because I’d love to be able to take a lunch. I’d love to be able to relax
and play Madden against somebody in Iowa, because
that’s how you can play Madden these days, with the kids, for the last 10 years. But I haven’t been playing it because I’ve been hustling,
because that’s what I want. And so, whether you’re a hundred or zero, you just wanna zen and live in
a mountain with no technology or you wanna buy the Jets
and hustle your face off, or anything in between, you
need to find your cadence. And so if you’re asking this question, my intuition is you’re
spending an hour or two on things every day that aren’t achieving this extra brand or extra
monies that you’re chasing. So cut that crap out and
apply it to these things, putting out content, writing content, making videos, building up a brand, engaging with people,
going to Twitter search, Twitter.com/search searching teachings around, you know, key words around the things you teach. Engage with people, say hello, cold call, saw somebody shout that out in the YouTube comments yesterday. We talked about that, as a matter of fact, link up that video. People need to watch it.
That’s a classic. I don’t know where you want it, DRock. But you guys know which
video I’m talking about. The cold call. I had a
shaved head in there. Anyway, the bottom line is, you need to re-calibrate to your ambitions. By the way, it may be going
from seven hours of sleep to five hours of sleep
because you need all those lunches and video games, and that’s fine. But if you want it, you just gotta go and do that. episode 42 of the #AskGaryVee Show.

– [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.

I actually just started
at VaynerMedia yesterday, so I’m on day number two. – Newb. (laughter) Newb. I’m impressed with the hustle though, like sneaking in to the
first episode of questions on your second day? That’s an impressive start. Trying to make an impression on the boss. I, I appreciate it. All right. What’s your question? – Okay, so my question is, so you know how Facebook reach has been going down. – Organic. – And this is the lowest
levels we’ve ever seen. – Yep. – So, I’m curious, what do
you think is the role of organic or unpaid content where the brand is always on
strategy, and the second part– – Within a Facebook world? – Within the Facebook world, and the second part of the question is, just how much reach is
enough to actually justify the time, effort, and
resources that go into producing these assets? – That’s a great question, man. Nice start. Um, you know I think it all depends on size, scale, and objective, right. So I think the biggest problem
that everybody makes is there’s no one size that fits all. Obviously, the brands
that we work with here are at huge scale, versus let’s say a lot of people watching who’ve got a small business. You know, we manage some brand pages that I can think of right now, that are so large in overall size and have done a good job
putting out great content that they’re still getting
hundreds of thousands of impressions organically
without paid up front. Now obviously, all of you have heard me ranting about dark posts for quite a bit. And we even talked about this
when you were interviewing. So for me, you know,
do I feel that Facebook has evolved into a place
that you want to look at 80, 90, even 100% of your posts are being preplanned to its audience and then paid upfront? You know, if you’re a fortune 500 company I do believe that that justifies the case. And I believe that
because I actually think that those working media
dollars, those paid dollars, are a hell of a lot
better spent on Facebook, than they are on traditional
banner or things of that nature places and organizations that you can from giving those kind of advices. So, I think that that’s the case. Now, what’s the threshold? I think that comes down
to the objective at hand. Look you can be a Fortune 500 Company, only reach 16 hundred people organically, but try to be selling
something that’s $10,000 as a B to B product and if you convert four people, and you’re making $40,000 on it. You’re profit margin is 50% and you’ve made $20,000 in profit, and your agency charged you $800 or $1800 well then you justify the means. So I think it’s, one of the biggest things that we try to do here, and one thing I think all of
you need to pay attention to is how do you become
efficient on the back end. I think what’s separating us, and what I’m excited about here, is we’re producing quality
content at a cost level that the market has
never seen before, right? And that’s out advantage, right? That for you, with fresh eyes, is probably the difference
that you’re seeing. That’s what you guys have to think about. For a lot of entrepreneurs
that are watching, and I know that’s a core
of my audience, is is your time worth it. Because it’s not a money
game, it’s a time game. So it’s always resources. To me there is no one size fits all. For all the brand managers,
and the CMOs and the CFOs and the corporates that
are watching the show or listening to the show, I know for a fact that they need to really look at just the math, right. Like, am I paying more
that what I’m reaching. So if you’re paying a
traditional digital video shop $10,000 to make a video, and then you post it organically and it reaches 900
people, that’s off, right. So, I just think that you have
to look at it case by case. – Yeah, yeah, that makes sense.

“Can anyone create good micro-content? “How can you make sure
your team consistently “creates good content?” – Joe, great question. First, for everybody who’s
watching and/or listening, I want to talk about the
term “micro-content.” It’s something I started
using three, four years ago. Hasn’t really caught on. I myself don’t know how often I’m gonna use it going forward. But the notion was
content made specifically for the platform. You know, the videos and the pictures, the quotes, the written words
that worked on Facebook, Twitter, Tumblr, Pinterest,
Instagram, Snapchat, Vine. It was the context of the book
“Jab, Jab, Jab, Right Hook.” DRock, throw it up there. Throw it up there, show it. They got it? – [DRock] Mmhmm. – [Gary] You got it, ok.
– [DRock] Mmhmm. – [Gary] So, you know, how do you
make good micro-content? How do you consistently
get your team to do it? First of all, content
is subjective, right? Steve likes “Game of Thrones” shows. I don’t, not that I don’t like it, I just haven’t even seen it yet. Some people watch “Game of
Thrones” and don’t like it. Very few, I think,
’cause it’s very popular. But you know, it is
still clearly subjective, that’s number one. Number two, how do you get a
team to be good at anything when you’re scaling your
kind of P.O.V. on the world and marketing to a 400
person, and downstairs, lot of comments about
downstairs, we’ll get there, um, organization. It’s about education,
but I would actually say that for me scaling and
getting my team to get there has a lot to do more with osmosis, right? Like putting it into their water stream, versus having a class that teaches it. Sure you can write a book. Sure we have lunch-and-learns
and learn-ups within the new organization, but they’re not attended that well. Need to talk about that, by the way. Um, what’s happening more here is that people are doing
and people are smart. You know, it starts with hiring
good people, smart people. And then when you realize
that you’ve hired somebody who’s not capable of learning
through that process, well then you gotta make some decisions. But to me, making good content takes a couple core pillars. Number one, you’ve got
to respect your audience. Meaning, you’ve gotta
respect the psychology of what they’re doing when
they’re on the platform. I know a 40-year-old woman
is in a different mindset when she’s on Facebook versus
when she’s on Pinterest. And that is how I try
to story-tell to her, because I know on Pinterest,
she intent to shop, aspiration to shop, and on Facebook, she’s keeping up with her
world or consuming information. And I strategize around
that, the psychology and the platform itself. Number two, when I say respect, I put out content that
I think she will like versus what I’d like to accomplish. Yes, I’d like to, give me a bottle of wine. Yes, I’d like to, a little faster, Alex, I know it’s early. Yes, I’d like to sell this,
but if I put it in a way that is more interesting to her, five under $10 bottles
of wine that, you know, help you get through the day when you have eight-year-old kids, and then you’re targeting
eight-year-old-kid moms, you’re going to start getting into a game that gives you a better chance. You know, 12 wines somebody
who’s 38 will like, and then you target people
from that were born in 1975. These are all strategies that will work. Again, very heavy Facebook. Or Instagram, taking a glamour
shot of it, in an angle, and it’s just like cool and nice. It’s like it’s all the kind of stuff. Respecting the audience,
respecting the platform, taking your agenda and making it third. – [Voiceover] James asks, “What are your thoughts on
podcasters and YouTubers

puts out a lot of video. (bell ringing)
– Ha, the ding. – In Episode Eight you
said it was important to put up daily content,
so my question to you is, if you were a realtor, what kind of daily video content would you produce? – So that was a tremendous video. Let’s all at the VaynerNation
pay attention to multiple things, including he was wearing
the R.O.I. of your mother T-shirt, the fact that
he dinged the jab-jab-jab in the background, a random man walked by in the background, which is a reference to some of the stuff
we’ve done on the show. If you’re listening on the
podcast, I highly recommend you go to YouTube and watch this episode just to watch this video,
’cause it was tremendous. My answer is very simple. If I was a realtor, the
thing that I would do more than anything is actually review the area around the places where I sell homes. Let me explain. If I’m selling homes in
Millburn, New Jersey, I’m putting out a daily
piece of content reviewing the school, then I’m interviewing
the individual teachers if I can get access to
them, then I’m reviewing every local business, the
Subway shop, the wine shop, then I’m interviewing
literally people that have lived in the neighborhood for 50 years. I’m putting out content to
make you romantic around the stories in the area, because
people pick them for utility. What I mean by that is,
convenience of transportation, how quickly from the
office, but they also pick because of the school
systems, and there’s a lot of data out there on that, but how about making it a little warmer and interviewing Miss Robinson the third grade teacher,. And then obviously kind of
the amenities around it, the playground, the best stores. I remember a realtor
telling me that people moved to Short Hills because of Wine Library. I thought that was cool. It felt like such an anchor to that area. And so what I would do is daily content on the 20 mile radius or 10 mile radius around the area where you sell the homes. The stories that are tucked
away in the businesses and the school system,
and the iconic neighbors that have been around forever, those stories are the narrative
that will create emotion which will be on a tipping
point scale, on a 50/50, may be the thing that tips
someone to buying your home. – [Voiceover] Sean asks, “Gary,

– [Voiceover] Kyle asks, “Gary, is there a way to
drive traffic to a website when posting content directly to Facebook?” – Kyle, yes. (bell ringing) As you can tell, that
Facebook post on my fan page drove a crap load of traffic
to my Medium article, which is content. I answered this question
because I wanted to show you raw details because I
think raw details is even a deeper version of this
show, and I continue to try to go deep within myself
to really drive you value, especially because this is
only a 50 episode experiment. Just kidding. And so, the answer is absolutely. Facebook is actually
probably one of the biggest drivers of content
awareness outside of itself to other destinations
in the world right now, so the question is, how
do you do it organically, how do you do it in a paid, targeted way? What I just showed you was organic. I have a pretty big foundation
of 150,000 fans on that page, but there’s people that I’ve
seen post content that have 800 fans, and enough people
shared it and enough people liked it, enough people commented
it and shared it not only within Facebook but outside
of it, that it created fire. Facebook is content
awareness infrastructure in a 2015 world. So not only is there a way, I
think it’s one of the singular best ways, and so I would
highly recommend making an investment in Facebook
fan pages, recognizing the distribution
opportunities that it creates for content you’re putting
outside of its network. – Hey Gary, I’m a realtor, and our team