– (inaudible) – [Gary] How are you? – Very well thanks.
– [Gary] Good. – [Man] How about yourself?
– [Gary] Tremendous. What’s your question? – [Man] My question is I work in
podcasting and its a media that has been settling on the
cusp of being mainstream but never completely there. How would you go about turning
not even a podcast but any idea from just below
awareness of mainstream content into being
a mainstream media. – [Gary] How would I turn
podcasting itself into mainstream culture? – [Man] Not that specifically
if you’d like. – Or do you mean your podcast? – [Man] No, no. – Podcasting, yeah. I don’t think
that’s a very good idea. I don’t think you go and make a
consumption platform mainstream. I think what you do is you
reverse engineer when things go mainstream and ride them. To me, I have no
romance of platform. I don’t have a romance to
television or radio or mobile devices or social networks or
podcasting or written form. What I have romance for is your
collective attention and then riding those platforms. I mean look I was excited about
podcasting with Odeo years ago and it’s been funny to watch. What’s interesting about
podcasting is I think it’s about to get even far more mainstream
as we start going into the smart-ification of cars and
Bluetooth and those functions where people are going to be
really consuming these podcasts at scale while they’re traveling
and so for me the thought of taking a consumption
platform mainstream is A) way too big of a deal
to actually pull off. B) It’s pretty historic, my man. The written word, audio
and video are the platforms. Where they get
delivered evolves. – [Man] Okay. – That didn’t satisfy you. (crowd applause) Hold on you can
leave the mic. I don’t leave money
unsatisfied customers at least when they’re live. When you guys are watching,
I can’t figure it out but while we’re still, here go ahead. – [Man] We need more listeners. There’s hundreds of
thousands of podcasts. – You need more listeners? No shit you need more listeners. Retailers need more shoppers. Painters need more people
going to (censored) museums. That’s not for you. – [Man] 1 in 2 people still
don’t know what podcasts is. How do you chase them? – I wouldn’t. This is the point. You can’t force human beings to
do what you (censored) want. What you have to respond to
what they actually (censored) do. Got it? (audience cheers) I wanted in 2006,
10 years ago, for more people to watch YouTube because
I had the only (censored) show that was doing anything
but I couldn’t force that. I want badly that more than 14%
of money to be on e-commerce in America 20 years after I
launched an e-commerce wine business but I can’t have that. Got it? -[Man] Yeah, yeah. – What you need to do is
realize podcasting is (censored) enormous and I have a feeling that you’re not
podcast’s father. I feel you have podcasts within
the ecosystem of podcasting and you should recognize that there’s plenty of (censored)
attention for you to be successful so why don’t you win
over the people that are actually there than worrying
about everyone to get on it. – [Man] (inaudible)
(audience laughter) – I love it. Let’s move.
– [Man] Thank you. – You got it, brother.

– [Voiceover] Daniel asks, “Will people use Anchor “as an alternative podcasting platform?” – I do believe that has potential. I’m very excited about Anchor. I put Anchor directly, and
it’s only five seconds old, but I already put it directly
into the category of, like, I need to keep an eye on this, mainly because, and I don’t
know if we’ll ever find this, I don’t know, Staphon,
maybe when you’re bored, you know, which is never, but if you ever come across
some 2000 789 videos, I talked a lot about “audio Twitter,” I don’t know if I ever
even put it out publicly, you know how usually I’m like, I did it? I don’t know. But I’ve been obsessed with
the idea of audio Twitter for a long time – what’s that? – [India] You said you
were going back to voice. – I did say going back to voice somewhere. – [India] A year and a half ago. – Yes, please dig, let’s find that. I’ve been obsessed with
voice for a long time. It’s an important platform, it’s one of the ways we communicate. It’s why podcasting has re-emerged, and I do think Anchor or something like it has the potential to become
a very important platform. I’m 100%, like the article
that we just wrote, going to use Anchor for my thoughts, and then basically we’re
gonna write articles about it, and so the people following me on Anchor, you know, it’ll be fun for them to see what the translation is from how, like, talk about really
exposing our process, I’m literally gonna, instead of memos and sending them to you, start doing them on Anchor, people will hear all the silliness
and how I correct myself, and they’ll see how we transcribe, or how much we don’t transcribe, or how much grammar you
have to deploy against me. And so I think it will absolutely be a podcast play for a lot of people. I’ve considered it here. I considered, actually,
recording this right now. Like, literally right now. I may even record the next question. As a matter of fact, I will. Like, (laughs) this is
all going very weird. So yes. Do I have to hold it down? – [India] Yeah. – Do I have to hold it down? – [Staphon] No, well, you do have to hold it against your ear. – No, but when I hit record? – [India] Yeah, I think
you can just record, like – – Oh, it’s only two minutes, too, and you do have to hold it down. – [Staphon] Really? – Yeah. – [Staphon] I was trying it, and it usually says hold it to your ear. – Oh yeah, you could
probably do it to your ear, you’re probably right. It’s really well-done.
I love the onboarding. Josh Shaman, big shoutout, you were right about the
onboarding, it’s tremendous. So yeah, I think, you know,
it’s only two minutes, though. – [India] Yeah. – So I guess no is now my answer, as I’m, like, playing with the app. You know, but I think it’s
a great promotion tool for two minutes as a gateway
drug to your actual podcasts, especially because you
can put a URL in the post. Like, test that already, like when you put the
additionals and stuff. It’s really neat, I’m enjoying it, there’s nothing more fun than, like, it’s kinda like going to school and the first day of sixth grade, and there’s two new kids in school. (phone chimes) That was weird. (laughter) Anchor, that was very weird. You know, and one of
’em you have a crush on. Right? You’re like,
ooh, Sally’s so pretty. You know, and so, like, there’s
a new app, it’s interesting, it’s voice, it’s a space
I’ve been paying attention to for a long time and waiting for this moment. We’ll see what happens with it, it’s very early, let’s not, you know. When something like Peach or Anchor, I mean, these are four
hundredths of a second old, but I’m paying attention to it in the way I’m paying attention
to Peach and other things. Let’s not get it, it’s not musical.ly yet. And it’s definitely not Snapchat yet.

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

You know, let’s do a
podcast exclusive today. – [India] You should bring that up. – Is this the guy who
ac– did I see this right? Is this the guy who, like, switched? (mumbling) Two and a half hour drive or whatever? Or is that somebody? – [India] Yeah, that was him. – Do I do a good job paying
attention to Mike, India? – Great job, excellent work. – Thank you, India. But I don’t know, the answer is, that happens with me all the time. Like, I stop and start
things all the time. I love when people are
like, oh you said you were always gonna, yeah okay, and what? Like, Jesus Christ. When you’re innovating at scale, some things hit the ground
and so it lost momentum. That’s the answer to your question. And good news, I’m gonna
do one after this episode ’cause I feel guilty, okay? Great, you feel good about yourself? Yeah, I feel guilty, we’ll
do an exclusive podcast question today. Big ups to everybody on
their treadmills and driving in their trucks.

My question for you is
podcast versus video. – Yeah. – Which one has been
more effective for you? I know that you have a video show and you also have an Ask Gary podcast and I’m just curious which
one has been more effective? Which one has more listeners? If you’re recommending
that somebody get started, should they do the video? Should they do the podcast? Should they do both? I’d love to hear your thoughts. – Thanks, Mike. Videos been more effective for me because this is a video first show and then the podcast is
just a transcribe for this: psst, psst. So, you know, obviously for
this show, it’s been video. So many of the people are
winning more on podcast because they, either not doing the video or they’re not as good at video. I think I’m better in
video than podcast form. I’m also making the format for this. Obviously if I made this for audio, I would have a different play. I did Wine & Web on SIRIUS for nine months where that was made for audio and it was a different
show, different format. I interviewed people. Obviously that’s what so much of the podcast right now are
really, if you think about it, and I don’t want to be
disrespectful to podcast. I have big ups for all the podcasts. I wanna be on them when
I’m promoting stuff, so I don’t wanna get into
dirty territory here but these podcasts are
completely reliant on guests. Like, how do you keep it
fresh otherwise, right? You know, I’m, so I’m proud of being
able to keep it fresh, one-man show kind of thing. Well, obviously you characters. And so I think that, for me, it’s been video. I think that the context and the format that you’re
creating for matters. So, I think podcast that
are filming themselves doing the podcast and there’s video won’t do as well on video
’cause that’s secondary. Here, audio is secondary. But, so that’s it, that’s
the net result, Mike. But I think the right platform is the right platform for you. I think that I have the
charisma and the antics and the control of the
camera that very few have, which is why I’ve had two
successful video shows and so I think I’m an anomaly there and I’m gonna milk that because
that has extraordinary value but there’s plenty of
other people who crush it ’cause their voice is deep. My voice stinks. I mean, think about how
many great voices there are. And so, like, you know,
if you’re rolling deep, you’re gonna do some stuff, so I think you got to pick your medium and that’s the same with social network. So you’re better at
Snapchat, Twitter, Facebook, gotta find that and you gotta respect the context of the platform. – [Voiceover] Sean asks: Will desktop exist in 20 years?

Cheers, top of the morning to ya. And I have a question because I look like Al Pacino after a bender. I am launching the Tim Ferriss Experiment and it is a hell of a thing. (laughs) How do you think television
shows will be launched two years from now? Both in terms of distribution and in terms of commercial? That is my question
because there’s gotta be many better ways (laughs). Thank you. – Tim, great to have you on the show. I know so many of the
people in the VaynerNation are huge fans so that’s a lot of fun. I’m sure a lot of you enjoyed that. And everybody in the VaynerNation should actually check out Tim’s Tim Ferriss Experiment on iTunes. Staphon let’s link that up and YouTube. And I’m sure it’s easy
to find for all of you that are listening on the podcast and on Facebook, if you’re watching. Can one of you maybe jump in with a quick comment up when this episode pops up on Facebook and link to iTunes? Tim Ferriss Experiment. Timmy, I think that a
couple things will happen. One, I think there’s gonna be a crap load more over
the top services, right. So, you’ve got Netflix but
I think you’ve got Vimeo starting to make some noise. I expect a lot of traditional,
old-school digital leaders to get in this game. Microsoft’s gonna have to be in this game. Yahoo!’s gonna have to be in this game. I think, Snapchat is clearly
a television network. I think Facebook in a lot
of ways goes that route. I think everybody that
can own video is gonna try ’cause all the money’s there. I think launching it will happen in the way that you’re
doing it now, right? You’re asking this question
in a micro community, where I’m now giving exposure to it. And so the days of going to the Today Show or running commercials on a big show. Or trying to get print or
radio like campaigns going, there’s now all these fragmented societies and niches, Facebook dark posts. Making infographics for Pinterest. Getting a ton of Instagram’s influencers, having me on Mike’s show. I’m sure you’re probably
hitting the podcast circuit tremendously hard. You’re probably gonna
show up on 15 podcasts over the next week or two. Which is something you wouldn’t
have done 24 months ago. And there will be five
to seven other things that none of know has the
attention of the consumer. Maybe an app that comes
out on the watch, right? There’s so much coming. And so, here’s what I can tell you. I don’t predict, I react. But I do know this, in 24 months, there
will be some new shtuff. Shtuff. I almost said shit and then stuff. Shit and stuff means shtuff. That’s how it comes out of my mouth. Question of the day.

“what’s your take on podcasting? “You’re playing in the
space, but not all in. “Not worth it yet?” – Brendan, great question. The only reason I’m not all
in on the podcast right now is because I’m too busy, meaning, everybody has to kind of
decide opportunity costs, and for me, I think I over-index on video. I perform better on
video, I like video more, I like this whole thing. Right, you weren’t
ready for that, Staphon. That’s what happens,
I’m rookie-ing you up. So… I’m half-pregnant because
I’m transcribing this show into audio form. Big shout out to everybody
who’s listening on the podcast ’cause I know a ton of you
are on the way to work. I think podcasting is a huge phenomenon. Obviously, the smartphone
has changed the dynamic. People can take it with
them when they’re running and working out, people are
clearly Bluetoothing it up in their cars, public transportation. Podcasting has clearly exploded
over the last 24 months. Things like Serial became
a national phenomenon. At a podcast form.
It’s fun for me to watch because podcasting was
really big in ’04 and ’05. If you think about what Ev
Williams did, he did Odeo in between Blogger and Twitter. That was podcasting. I’m all about podcasting
in its traditional form as an audio vehicle. To me, I think it’s a huge play, I highly recommend a
lot of people doing it. Let’s not forget, a hell
of a lot more people can do the audio version
versus the video version here. This takes, really, another, not another, a different dimension and skill set, one that I think I own,
thus, I go this route and then use the audio to
create two pieces of content, video and the audio form, and by the way, the podcast listeners, please hit up Twitter and
give me your feedback. I think I’ve been trying
very hard, even the opening, like, instead of saying,
“You’re watching Episode 74,” I said, “This is Epi–,” like, I’m trying to make it a
little more native for both, so I’m trying the best I
can to be podcast-oriented in the form of your question. It is a byproduct of it being video first. If I had time to do two separate shows like so many people have
asked me to, I would. I don’t see the ROI return on just audio for what I’m doing for a living right now, and so that’s this. That was, I would held up a pillow that says VaynerMedia for
all you podcast people. (mild laughter) Let’s go to the next question. – Hey, Gary, Spiker Helms here. I was wondering, if you created
a social media platform,

MailChimp as a sponsor, and its impact on podcast advertising?” – Ella, great question, very timely. By the way what a gaff by Best Buy, trying to play up. Oh by the way, brands that are jumping in, there’s so many things you
need to stay away from. The upside of being clever about something that’s trending versus the downside when you don’t have the tact or the skills or the copywriting skills to play. That’s another story for another day. Maybe we’ll get into that in episode 58, but this question specifically is I think MailChimp’s marketing team did a tremendous job. Serials exploding, the podcast universe is exploding. Hence, look I’m playing in that space even though this is a video first series I think it’s a real
smart job by MailChimp for a bunch of reasons. One, I think it’s
underpriced, because people don’t understand how valuable these podcasts are right now. The attention is very high, and more importantly, when
you do things that are smart you get the attention, AKA here we are talking about it and MailChimp has now
been mentioned four times to the VaynerNation, and
maybe somebodys sitting there and saying yeah, constant contact is pissing me off. Maybe I’ll try MailChimp. When you do things that are smart, you get so much more residual impact that just the blanket ROI. One could look at how many
MailChimp subscribers they got just from the direct serial code or whatever they’re doing there. I’m not listening, but are they doing a code? Do you know?
Whose listening to serial? Just an ad. They could probably see what kind of impact is coming
from that universe, but they don’t know the impact of four people now from the VaynerNation
switching to MailChimp because of this question, and that’s what you get. When you do it right, right stuff happens. – [Voiceover] Sam asks,
“What differences do you see

and I’m a marketing consultant. I have my own blog, but
I don’t do any podcasts or videos, basically anything
that involves me speaking. That’s because I have this
terrible Russian accent and I’m worried that it might
hurt my trustworthiness. Do you think this is
something I should worry about or people from US don’t
care about my Russian accent as long as I give them tons of value? Thanks. – Thank you, Tim. First of all, clearly I
might be dramatically biased because you sound like all my relatives. That Russian accent is so endearing to me that made me feel at home. I think the … Look, do I think there
are certain Americans in the American market will hear that and jump to conclusions? I absolutely do, let’s live in the world we actually live in. Current events in our society prove that. There’s a lot of things
still grounded in our society that maybe many of us wish
that wouldn’t be the case. Do I think that people look at accents as a sign of inferiority,
not as much intellect? I absolutely believe that to be true. On the flip side, I think, Tim my friend, you’re looking at the negative. What about all the people
that who do have accents, by the way a crap load? Let me tell you another thing. As a marketing person, you’re
speaking to entrepreneurs. Do you know the far majority of pure entrepreneurs
and who have that hustle? Many of them in this amazing country do have accents and so
I think you’re looking at the negative instead of the positives. I do also believe that there’s enormous, and I believe the
VaynerNation is a big part of this, because look, the way I roll is something that a lot of people don’t think is the right way to go. I have too much bravado, too much cursing, too much oomph, too much all of that, and so I think it’s
massively important … (laughing) Nice work. I like watching A-time. He loves getting on the show. This time, I’m just really enjoying. I’m enjoying. He doesn’t like it as much when I know which was a big victory for me. I really think that people need to recognize that there’s pros and
cons with everything. My intuition is that if you
think that you can communicate through video or audio podcast, then that is something
you should invest in and that you should not
worry about the market because the market will come to you if you believe that you’re
actually good at it. Unless, you’re not. It comes down to are you good at it. Look, you clearly want to go there because you just made a video question and you got the exposure here. I’m sure you’re probably even using The #AskGaryVee Show
as a little test case, but don’t let the
VaynerNation who’s all going to jump in here and say “Do it, Tim, do it.” You’re part of this community and they’re going to build you up. The real answer is,
once you start doing it, do people give a crap and to me, the fact that I know based on your actions that you want to do it, the bigger answer to your question is go and
do it for the next 100 days and then figure out was it a prejudice or preconceived notions that didn’t allow you to have the upside and then you adjust and that’s the real answer, my man.

– [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.