but we think it’s funny, so. – So one more time, the entire team- – We were trying to unpack
it altogether at our desks, there was so much going
on in the question, we’re not really sure, we want
to see if you understand it, because none of us do. – Of course I understand it,
this is the #AskGaryVee Show, India. Go ahead. – I co-own two karate schools- – I understand that he
co-owns two karate schools. – Just wait. – Okay, go ‘head. – In influential Westchester, New York. I think he means they’re influential- – Yeah, I mean, in just Westchester, he just means Westchester, he was just hyperbolizing Westchester. Lizzie’s from Westchester, big ups. – I handle biz, not instructor. – What? I handle the business side,
I’m not a karate instructor. – How do I- (both laugh) – Stick with me, India. – How do I, how do I tell
members I’m now a realtor? (all laugh) – Amazing! Okay. Wait, what’s the name? – Excel Martial Arts. – Excel Martial Arts, I
assume what you’re saying is you do business development
for two karate studios in Westchester, all your social
media has been around that, and now you’re making a
segue into becoming realtor and selling homes in the market. You’re speaking to the right guy. I told the world for nine years, or, for 15 years, that
I was a wine merchant, and that I was a wine connoisseur, and that I was a wine expert, and then, just by putting out business content, ’cause I had the chops, I told them that I was a business personality. If you know what you’re talking about as a realtor- if- if you, nice photobomb,
I appreciate that. – I gotchu, man. – If you actually know
what you’re talking about from a realtor standpoint, and
you have smart points of view on the neighborhood dynamics, the upsides in which neighborhoods in Westchester are “blowing up,” things of that nature, then I think you have a huge opportunity, and so, the answer is quite simple. The- the final line is,
“How do I know tell them” – “How do I tell members
I’m now a realtor?” – Members? – Yeah. – So I wonder if he’s
trying to sell people that are coming in for karate, to like, buy a home. I, you know, the answer
is, I wouldn’t sell them in the studio, I would just
start putting out content across all social platforms
with your points of view, not just selling a home and saying, “Hey, come to my open house this weekend,” no, say things like, you know, I see a huge opportunity in White Plains, and south of the train station, I see that as a, or in Harrison, they have a great school system, like, those kinda things, provide value, provide value, provide value, guys, we’re a 144 shows in,
if you don’t understand that you need to provide value
versus selling to people, then you, you should stop watching the god damn show. – We did it, we got it.

“from the producers/hedgers
to the consumers. “All of my current and potential customers “are large commercial and
industrial property owners. “What would be the best
way for me to leverage “social media marketing to try and increase “my customer base in this
strictly B2B atmosphere? PS, Chris Ivory is a boss.” – Chris Ivory is a boss, I think
he might not play this week for the Jets, I’m concerned. I would go out and create white papers on SlideShare and then run
LinkedIn and Facebook ads against those white papers. What I mean by that is, when
you into a B2B environment, I believe that long form
becomes much more valuable than short form. I think that you reverse the
headlines that people think that it needs to be
all short form content, I think you know your audience, you know who your buyers
are in a B2B environment, you know what they value, and you need to deliver on that. And so, that’s exactly what I would do, I would go out, and I would
create long form content that’s valuable to them,
and not a sales pitch that’s valuable to you. But content that those
decision makers need, not just for what you do for a living, but holistically, let
me give you an example. Even though I’m trying
to get CMOs as clients, I might be able to put out content that teaches them about Cloud computing, or IT infrastructure, or I
would make a white paper of how the CMO needs to
interact with the CIO. These are valuable pieces of content that I brought to them
that have nothing to do with hire me as an agency to do your work, but I brought you value
in a nine page deck that you saw on LinkedIn
because I targeted you properly, so that’s what I would think about, create long form content in video, in audio, but in definitely deck form, B2B people love decks. And get that in front of
them through targeting on LinkedIn and Facebook, put
your branding on the bottom, make the last click go to your world, provide them value, do what I always say, become a media company, not just around what you do for a
living, but what actually brings them value, and
so what I would do is I would call, and let’s get real tactical, I would literally call the
25 customers, 50 customers you have right now,
call them and say “Hey.” Real quick, if you’ve got two minutes, maybe email them, ’cause people
don’t like people calling. Email them, say, “Do you
have two minutes for me, “I’m looking to provide you more value,” you call them and say, “Hey, what are “your other business problems or frictions “besides what we do
together in the world.” If eight out of 25 of
them say the same thing, that would become my first content pillar to put out to the world. Bringing value to people is
an amazing way to guilt them into doing business with
you, even if you bring value to them in a genre
that has nothing to do with your own, but is still
within the collective, cohesive unit of what
they do for a living. Stefan, fire emoji out of my mouth,

“What happened to Tumblr anyway?” – Is Medium the new Tumblr? I think Tumblr is a more
creative outlet visually whereas Medium, I think,
is more creative outlet in written form. Tumblr was bought by Yahoo, and any time you’re bought
by a very big media company, it’s going to slow down its innovation. They need to integrate
a still very big app. Go look in the Apple top charts. It’s still well entrenched in the top 100, top 125. So I think they’re totally different. I think they’re both very
viable communication platforms that matter in society. I have the benefit, personally, of being an investor in both. Early investor in Tumblr and in Medium. Big fan of both. We spent a lot of time, you and I, jamming in Medium. So, I don’t think it’s the new Tumblr. I think Tumblr’s still there. What happened to Tumblr? I think it’s a different
animal now, and I think, depending on how you want
to communicate to the world, for example, I think Tumblr
has been a tremendous anonymous platform for people where they don’t have to be themselves and they can have pseudo
names or pseudo context or hotsaucemaster.tumblr.com is a place where you don’t have
to be necessarily your name and you can communicate to the world, and I think that really
works for a lot of teenagers and a lot of youth. Medium, people tend to be
themselves on that platform and has been a gateway for them to be discovered as great
writers or interesting writers. So they’re different, and that’s my two cents
on those two platforms, and if you’re watching this
show or listening to the show, and you haven’t played with
either platform lately, I think one of the great
things about this show is not just listening or
watching or being entertained, is to take action. And so let’s do a little
homework assignment for episode, what are we, 143? What? – [India] Three.
– Yeah, 143. I challenge you, Vayner Nation, to go out and post three things on Tumblr, if you haven’t in years,
if you never have, and to write three articles on Medium if you haven’t in a
while or you never had. I think that, to me, is the energy as we get closer to episode
200 that I wanna start doing which is I want to
create more practitioners in the amount of people that
are listening and watching to this show right now that have never created content for either
platform is stunningly high, and I want to motivate
you, right this second, to go out and do it because
you will learn from it and it will make you stronger and better and that’s something I really
wanna do out of this show. Not just entertain.

“and now Kim Kardashian? “Are subscription media
sites next celeb frontier? “And will you?” – The answer is yes. Will I have one? I, maybe, ya know? Maybe, I mean, that’s a
really interesting question. I’d be really fascinated, and I know Staphon’s holding
up the Scope right now. I’d be really fascinated
if I decided to paywall The #AskGaryVee Show or my
content, what would happen. My intuition is that I would
lose 90% of my audience, but the 10% that were the most passionate would find a rationale to pay for it. I do believe paywalls
are an intriguing play. If you look at somebody like Howard Stern. Went to a radio paywall. I think, until he went back
out into America’s Got Talent, he almost disappeared off
the face of the earth. He made a lot of money, but his brand took a hit. For example, I’m gonna
assume a lot of you, and a lot of you, which
are both one in the same, are gonna buy a lot of #AskGaryVee books or go to some of my speeches
where this is a jab. The content is free, but it’s
a gateway to brand equity that then kind of allows me to monetize on the back end. I do think that there’s a huge opportunity for paywall subscription based. I think there’s a lot of money in it. I do think a lot of people
are gonna go that route. I think you’re gonna see moves by YouTube, I think as we have a long
tail of micro-celebrity, more people will go there. And so, Trouty, I do think
there’s a frontier in that. It is something I debate doing. I tend to believe more in the fact that I’m not a Beck or a Kardashian, so I don’t have as much equity. I think at super scale, when
you have broad awareness, you have a better chance
of having meaningful scale and who will pay. I think there’s more upside
in me continuing to provide disproportionate value on this show and my engagement to keep
building up that equity. I’m looking for that depth. I don’t have that level of width. But yeah, I think it’s a
very good business model, and I do think that people will pay. I do think eight, ten,
twelve, twenty dollars a month for getting what you really want is not out of the question
if you have a lot of affinity for any content, sports, individuals, and
definitely celebrities. And so, yes and maybe. Staphon, what were they saying
on the Scope about that?

“Aesthetics or copy?” – Both. You know, the variable
of success is creative, but I think the copy, the words that you support, you know,
I see it a lot on Instagram. I’ve tested the same
picture with different words posting at the same time of day just for my own education. And the truth is that’s not
a controlled environment so it’s not science, but it’s anecdotal. It’s fun to see. I mean clearly the words, some people are going to react, and the reason I brought
up Instagram to everybody is we all know that Instagram
is massively visual. But people still read the copy. I mean this is crazy, I saw
somebody at a conference giving advice that you shouldn’t write long form copy on Instagram. And I was laughing because
it’s just a simplistic answer. I actually think long form copy is one of the big arbitrage
opportunities on Instagram. And so I think they equally matter. I think you’ll get results predicated on where your strengths lie. I’m not very good at the picture stuff. I’m not really even
good at the copy stuff. I’m really good at the video stuff. So that’s it, you know. That to me is, the answer’s both. And it will always be both. And it’s happened so much. Just do it. What was, you know, was
that the three words? Or was it the awesome
imagery that came along with the initial kind of campaign? Was it Beau Jackson like this? Or was it the slogan? I mean there’s always that. I mean, would priceless
from MasterCard pop if the first video wasn’t
emotionally rippling and got you? So the answer is both. You need both to be, you know, to really have that massive upside. And one can drag down the other. I just realized I did this.

– Hey, Gary, this is John McAlpine, reaching out to you from Toronto, Ontario. My question for you here
– T-Town – is in regard to my
father-in-law’s business. My father-in-law is from
Minsk, Belarus, originally, so his English is very poor and moved here about three years ago, but he’s an amazing, fantastic contractor, and he wants to grow his
business, and I wanna help him. So, given the scope of,
let’s say, about $1,000, because we’re really small, what are some baby steps you could suggest me, as a marketer of his business, to do so I can help him out and so we can start gaining some traction here. You keep answering our questions, Gary, and I promise we’ll keep asking. Thanks for everything you do. – John, great question. Obviously, you know how
to hit my emotional center by going back to the old country. And that’s a great, great question, and a real practical one. And $1,000, I think, is
really so much more realistic for a lot of people that listen. Way more the clients that
we have here on Vayner, spending hundreds of
thousands, millions of dollars each month in different
marketing activities. Couple different things. Number one, I noticed
you said a heavy accent, which made me believe that you were alluding to
don’t give me the advice to put him on camera or put him out there. Now, if his personality is like my mom’s, who never shows up, actually asked my mom for the first time at the Jets game yesterday, I said, mom, I think it might be time for you to be on the show and make your first ever appearance. She said no, she really,
it’s just not her thing. And so that crushed my heart, mom, and you crushed the entire
Vayner Nation’s heart, mom, they all want you to be on the show. So, now, if his accent is something you’re worried about but
he’s willing to do content and become Bob Vila, which,
I know you’re in Canada, but I think Vila might be an
international star, right, but if you don’t know
who it is, look it up, he became like the home, he became America’s
contractor in the 80s on PBS, when people weren’t
doing the kind of content we see on cable these days, when chefs and real estate
agents became famous, and so I would put, I
would make videos of him, if he’s that great of a
contactor, and I believe you, I think, you know, you
get different skills from different parts of the world, he’ll bring a little of
that Eastern European flair or soundness or whatever that angle is to the Canadian building market. I think you put him on and start
doing Bob Vila-like videos. Now, with $1,000, I would
spend that on the 10, 15, 20, 30 mile radius of your guys’ area to get those videos out
to people that are fans of things like Architectural Digest or things that are into
building and interior design, into the culture of home
building, contract work, renovations, things of that nature, so, now, if he’s not
willing to go on camera because he’s introverted,
shy, worried about his accent, I know a lot of those variables, you need to figure out how to make content that is compelling to people, maybe you translate his
advice into written form, and then you run ads on
Facebook in a 20 mile radius, ‘Did you know you could fix
cabinets by doing this?’ ‘Replacing new floors.’ And you gotta target
people based on interests that may find that interesting. Content is the gateway
drug for small businesses, that don’t have a lot of money, have to put out great
contents, spend little dollars, just like I did with Wine Library TV, but now there’s more things. Instagram accounts, those kinds of things, that’s what I would do.

– [Camera Man] It’s rolling. – Oh, it’s rolling. Gary, Eric Decker. – [Gary] Eric Decker. Jersey right there. – I want to know how can
athletes use social media to expand upon their brand. – Eric, I think one of
the biggest, first of all, super pumped you and B Marshall tag team. I love this. Best receiving
core we’ve had in a long time. Probably since ’98. I think athletes need to engage
with their fans a lot more. You know, just pushing out like, “Come to my nonprofit event.” “Buy my jersey,” “Support my friend.” You obviously have a
celebrity spouse as well. So, bring exposure to her stuff. All celebrities, not just athletes, are always pushing,
pushing, pushing, pushing. Like, you know, “Come and see my stuff,” “do this stuff,” “do this
for me,” “do this for me.” How about doing something for them? The amount of people,
Eric, right now on Twitter that are saying, “Eric
Decker, can’t wait.” A lot of people saying,
“Eric Decker, you’re so hot.” You know, why don’t you engage
with some of those people, and literally just use Twitter
video, like I love to use, grab your phone, go to Twitter, reply. I’m gonna do it right now. You know what? DRock,
I’ma do it right now. Let’s just randomly pick somebody. This is the way to do it, right? You’ll probably edit and
do whatever you’re doing. Here we go. Just hitting notifications. Boom. There we go. Let’s see who says something. Here we go, D-Rock said something. DRock, get out of here. Let’s just find something here. All right. Let’s keep
going. Just scrolling. A lot of regramming. Let’s
see if somebody says hello. Dustin Riddle, “Gary
Vee, have a great day.” So, I hit the reply button. I hit the camera on
the bottom left corner. I hit the camera on the top right corner. I switch it to camera mode. I flip it to selfie mode, and now I forgot the
God damned guy’s name. Son of a bitch. Let’s exit out. Let’s go back. Done. Dustin, got it. All right, Dust. Here we go. Here we go. Yeah, that’s what happens
when you do it live. Dustin, video, camera. Dustin, it’s Gary Vee. I
appreciate that, brother. I hope you have a wonderful,
wonderful weekend. Thanks, man. And that’s it. And now, I’m actually
bringing value to Dustin. Eric, the amount of people that when you wave to them in the crowd, or you throw them a glove, or you say hey, they go crazy. You can scale that. You can scale that on social
and create real depth. You know, real depth. The amount of people that
I’ve done those videos for and just engaged with and said hey. Then the next day go out and
buy Jab, Jab, Jab, Right Hook. Or when Jason Glenn,
number 58, special teamer gave me some daps at a Jets Patriots game, when I was on the field and just said hey. The next day I went and custom ordered his jersey at $100 bucks. That is what’s happening. It’s very easy for you to get
into the trenches of Twitter at scale and engage with your fan base. And I highly, highly recommend that.

reaching a max? I.E., it’s now a fight
between social platforms to grab the pieces. – I think I understand the question. We only have so many
hours in a day, right? I think the basis of the
question is very simply how many hours of attention are really up for play? You’ve got television. You’ve got sleeping. You’ve got eating. You’ve got working. You’ve got your phone
that has tons of content. You have video games. You have going to the bar. You have fantasy football. You have all these things
pulling at your attention. You have your kids. You have your book club. There’s only so many hours. The leisure hours or the consumption hours have absolutely stayed the same while the amount of content
vying for that attention has exploded. Our grandparents had three goddamn TV channels and two newspapers and two radio stations vying for our attention. That’s how you got big. That’s how Walter Chronkite was the most famous person in America. Now we have massive fragmentation, and so yeah I think the attention has not. The attention has stayed stable while the things pulling at that attention have grown exponentially
especially over the last 15 years, and the internet has I mean if you think cable television or video games of the Nintendo era, or all, or Direct TV then later compares at
all to what the internet is doing. It’s 1,000 to one. The web and the phone, I mean the phone has become. It’s unbelievable to me how absolutely essential that phone is. Xander dropped my phone on Sunday and me and Matt were scrambling on Monday. Me and Matt were scrambling, because Tuesday I was going to LA, and I didn’t have my phone for 15 hours and I was
freaking the hell out. It was unbelievable. It was kind of chill actually, but it only worked for me because it was Monday, Labor Day into Tuesday and I was home with the family. If I was not not have my phone now. The only time we ever
fix my phone otherwise is when I’m in the office. I’m here, okay, but literally I was walking
around with my laptop. Thank God I had my update on my iOS, so my text messages were coming in as chat, but otherwise I would have been like whatever. To answer your question, yeah I think it’s a war. It will be a continuous war and the size, the big
things in our society are gonna be smaller and smaller, because everybody is gonna
go into their niches. We’re gonna micro celebrity, micro trends, that long tail is gonna be really, really, really, really long. Real long, super long. Great episode. Tomorrow is one of the
most special episodes

What’s your business model behind the #AskGaryVee show? – The business model
behind the #AskGaryVee show is pretty simple. It is completely a broad awareness game. I want more exposure. Exposure is leverage, especially when you’ve got chops. The more people that know that I’m not just charisma, hyperbole, bullshit hype, and that I have depth is something that is important for my brand. Statement of the day,
in the comments leave if you originally thought
that I was just another bullshit marketer, and have I won you over with you doing the homework about me actually building real
business multiple times, and have listened to things
that I’ve talked about here that you won’t expect
from a bullshit marketer. Anything that puts me in a position to show my depth in a world where I know that my personality
creates a scenario where people may not think
that I have that depth is an important process for me. Once I have the infrastructure
to be able to do it, I did it and so the business
model is quite simple. It’s about more leverage around me which leads to in the short term things like getting paid
for public speaking, selling more books, getting asked to do TV and other things, and
getting on 40 under 40 list which creates more
exposure and it’s a rapid wheel. It leads to better employees coming into VaynerMedia. It leads to more people
buying on Wine Deals, the greatest place on
Instagram to buy wine. It leads to a lot of other things. It leads to depth with current employees, ’cause they get to see
so much more about me. As a matter of fact, here’s
a statement of the day. VaynerMedia lurkers, because
I know there’s a lot of you. Some of you have been
writing some awesome feedback notes that are completely
taken from the #AskGaryVee Show. VaynerMedia employee
lurkers, get in the comments on this episode and say hey. It’s given me the ability
to scale my thoughts and strategies to my own employees. There is, my mom gets to see me everyday. She watched yesterday’s episode twice, because A.J. was in it. Two for one, for mom, mom I love you. There’s enormous, enormous amounts of ROI business
models in the concept of putting out great content. Putting out great content, if I may say so myself,
is always the right idea. DeMayo they’re gonna like that one.

content is this still a great
opportunity in 2015 wow the truth is I actually did you bring it up I remember
it to you rock and I think I’m getting gas have no idea what I look like much
younger much fatter you know I think that curating content is an enormously
important skill in a world of all the content and she’s creating content right
now you know I think that in a world of all the creation of content that’s going
on I think we need curators to help us some of its muscle so much right just
got the cap hit nuzzle 12 headlines and I wanted to but text me she said her
shared by the way you feel better brother his email list me directly yes curation is massively massively
important and something that I think that we need in our society how are you fans love it so I was wondering what do
you feel high schooler who knows how to