– Hey Gary, hey Fredrik, hey
India, hope everything is well. I’m so excited to be part of the
show and I hopefully make this but I am interested is it better
focus on branding or better to focus on transactions when you
are starting out as a new agent in the luxury market
in New York City. Oh my God, I’m so excited. (laughter) – Lenny, the man. – Both. – By the way, I’m
going to stop you. – Okay, good.
This is your show. – That’s the fucking answer.
– I’m just the guest. – That’s the fucking answer. What people don’t understand
is branding and sales. Because he looks at me as a
human check running around and he wants to be transactional
he’s gonna win in the same way that I think sales
matters so much. But much like him and he
accomplishes it his way I think what has made me successful at the level that
we’re at is branding. And branding, what’s remarkable
is his charisma and that moment in time and I don’t know why the
picked him or what happened the serendipity a lot of those
things, he had that opportunity at a huge scale. The fact that all of you have
the opportunity to make a video be on this and now hundreds
thousand people will see the internet has changed everybody’s
opportunity for brand but selling is hustle.
– Yeah. – Selling is hustle. – You got to back it
up with the deals too. – For sure. – My advice to anyone new in
anything especially real estate or sales is to be not eccentric as long as authentic. It has to be genuine.
Right, be you. I was so nervous when I first
came here, I locked up myself and I wasn’t–
– You weren’t you. – Yeah. Right, because I thought if I
told people who I was and was gay came from Sweden all the
thing that I do today I would never be hired or fired
or all of those things. Now, reality TV in some ways
taught me the the hard way because I’m allowed
to be this crazy guy. So, anyway, in the beginning if
it’s 60,000 sales real estate agents in Manhattan
just be you and own it. Everybody loves to see
somebody who is authentic. That’s my, that’s
branding to me. – Staphon, I’m going to make you
do a little work which will make this episode come out a little
later but before 9 PM Eastern. I want you to show some clips… We have all these
video interns now. I want you to show
four or five clips from episode 12, 19, 22
of Wine Library TV. I was running a very large wine
shop and I had these very high end clients who were spending
400 or $500,000 a year on wine so think about that and the first 40 or 50,
the first 80, I actually know the number, the first 80
episodes of my wine show I was very reserved. Hey guys, it’s me. Gary Vaynerchuk Wine Library TV. Hello everybody and welcome to a wonderful episode of
Wine Library TV. I’m your host Gary Vaynerchuk. Hello everybody and welcome to an action-packed episode
of Wine Library TV. I am your host Gary Vaynerchuk. – Really?
– Yes. – You’re not reserved now–
– Correct. Well this is why I’m jumping in.
– No, I like it. – The show was doing extremely
well it was early YouTube, the first year of YouTube it was
starting to get going and I was like wait a minute if they think
I’m entertaining now if they knew what I was really like
and I just said screw it. After episode 80– – You jumped off a cliff.
– I just jumped off the cliff. I said look I’m going to
be me I may lose 10 I’m going to gain 100. – You can’t please everyone.
You just don’t. And it’s a better
way to living anyways. – 100%. Frederik, I know you
need to run, talk you just gave I want you to
do a very important thing here.

– [India] What is the best
advice you give to someone that wants to start a small business but they’re still
working full time? – To do it after your hours. It was called Crush It! I wrote it in ’08 it came out in
’09, 7PM to two in the morning. This is all the same things. Are you guys willing to
put in the work and pay… Guys, are you willing to pay
the price for what you want? I want to have a business so I
can make lots of money and go on vacation and have lots of things. You want a 1% life but you’re not willing to put
in a 1% worth ethic. Work your job, come home and do I have to go
through it again? Do I have to make fun of
“Game of Thrones” and the Golden State Warriors
one more time. I’m more than happy too. You’ve got to give up all the
leisure stuff and you got to work from seven to
two in the morning. Start a business,
sell shit on eBay. I put that out there.
Everybody can do that. Become the wedding
photographer of America like I became the wine guy. Not everybody can do that. You’ve got to make the mental
switch in the same way that two years ago I said I’m going to
make, there was no tactic to get into better shape. Get in here.
Get it here. – What’s up? – Timing is unbelievable. – Good. I was just talking about my
health switch ironically you started around the time that I
was starting to smoke around it. – Yes. That’s right. – You’re an unbelievably
athletic kinda dude. – Sure. – You agree with me that it is
a mental switch not a tactic. – Oh yeah. – There’s no do this. It’s binary either
you’re mentally in the place I take it
seriously or you’re not. – Life does
whatever it’s gonna do. You just gonna decide what
you’re going to do around it. And that happens with
exercise too I think. So yeah just go
with it or you don’t. – One or zero. – One or zero.
– Thank you. (laughter) Ah, that hurt.
(laughter) Do you remember two years
ago when we went to Vayner Camp and he climbed
the wall in one second? Do you know about this?
– [India] Yeah. – Like this wall thing that
everybody was like, yeah. It took him one second. He’s a machine. Anyway. What’s the person’s, Ash?
– [India] Ash. – Ash, what’s my recommendation? Unless you’ve been in my cycle
for the last 30 or 60 days and I’m new to you I’m going to
get really pissed off at you. The work. And by the way, you may not be
good enough to make $10 million a year with the work
that you make $4,000 but it still gonna be the work. I can’t instill more talent into
you you can do a very good job trying to find white spaces and
figure out what you are good at. But once you put in the work. The talent the white
spaces that’s a coin flip. That’s a lot of DNA,
that’s a lot of luck, that’s a lot of skill. There’s a lot of things there but the work is always
part of the equation. And that’s the part
none of you want to do. Can we just finally have
this conversation together? You just don’t want to do it. You just don’t. You really don’t. You say you do but you don’t. You’d rather lay in bed
and sleep in for 15 hours. You’d rather play video games. You’d rather play
bullshit games on your phone. You’d rather watch TV
you’d rather watch this show. You’d rather go play beer pong. You’d rather do
something else than work. It’s hard. It’s hard. It’s hard. Which is why I push people to
do work around their passions because it makes a
little bit easier. If I had to do this
around bricklaying, I’d suck.

“seller on Fiverr and why?” – That’s cool.
– I let you start with this. – Mine would definitely have
been, probably especially when I saw it four, five years ago
I probably would’ve done hype videos for product. I would’ve an infomercial guy. Right, I would’ve been the
informercial guy saying this is delicious juice. Video is my medium. I would’ve
created original video. You don’t agree DRock?
You’re shaking your head. – [DRock] I agree. I’m kidding.
(laughter) – [Man] Check out Fantasyland.
– Exactly. (laughter) Hey everybody go to Fantasyland
Fantasy for all your fantasy needs Harry Potter to
Dungeons & Dragons. You’ll love Fantasyland Fantasy.
(laughter) – Nice. For me, I’m very
(inaudible) with that which is all of those gigs are my children. I don’t want to choose one.
– Forget about that. That’s a copout.
What do you do well? What could you
sell for 10 bucks? – I’ll go with either SEM
services or SEO services. – Got it. That great.
That’s grounded in your craft. I would’ve hired you to
voice over old Wine Library TV episodes with
proper French accent. I’ll do that too.
Question of the day. You now get to attack,
this important moment,

– 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.

Hey Gary, great show. Totally obsessed. My favorite thing now,
ahead of Game of Thrones. Anyway, here’s a question for you. If you had a business or a blog or a personal brand or a book, how would you get more people to know about you and to buy that? How would you get results? I guess at the end of the
day, Gary, I’m asking you how would you get results? Thanks, love the show. Gary, great question. Looking great, by the way. (giggles) Ya know, one of the things I haven’t talked about on the show a lot, I’ve talked about it a little bit, and I saw people get value from it in that local, small
business biz to dev thing is the gross underestimation
of distribution in a JV, joint venture environment. There are so many of you on this show with businesses that
have locked so heavily into social media, ’cause
that’s how you view me, as the way to get distribution, you have left some of the
greatest opportunities on the table including if you are not hitting up the
top 100 blogs in your space, if you’re selling cupcakes, and you literally aren’t
spending the time to figure out what the top 100 cupcake content
sites are on the internet, and then sending an e-mail and saying, “Hey, I’m India from India’s Cupcake Shop. “I love reading your site, Cupcake Daily,” This is me, typing the e-mail. “I love reading your site, Cupcake Daily. “I’m very passionate. “Here’s my site. “Here’s my Instagram. “I would love to write for you once a week “on new sprinkles concepts or
on decorations that matter. “I will give you my labor for free, “and what you’ll give me is
distribution and awareness.” If you don’t realize that, ya know, it’s like Kendrick Lamar. Did anybody pay attention
to what Kendrick Lamar did? If you don’t know who Kendrick Lamar is, he’s a rapper, an artist, and he went on to a lot of other albums as he was starting to get a little fame. He leveraged that to get on, and he came in trying to kill it on, like he basically went on everybody’s track and he tried to be so much better than the persons whose song it was that everybody was listening be like, “Oh shit, that guy’s dope. “Like, I’m gonna check him out.” That’s what India, the cupcake lady, wants to do on Cupcake Daily. Oh, crap, that was such a good thought. Let me follow that. And so, in the earliest
earliest earliest days of me building my brand,
I went on wine blogs and wrote blog posts to contribute, and because I had the chops, ya know, Kendrick spits incredible lyrics, India writes about incredible toppings, and I talked about
incredible things about wine that people hadn’t thought about, that gave me the ammo for my
work to have a positive ROI. The truth is a lot of you
don’t wanna put in the work because the output of your content in video form, in audio
form, in written form, isn’t good enough. You just aren’t good enough. What you’re selling, they’re not buying, and the quickest way to find out is to actually go on a road show, put in the 40 hours a day
to get yourself into places where you, why can’t you
e-mail all 500 people on YouTube that have
some level of audience and ask them to be
interviewed on their show? Or to be part of it? Why can’t you? Why can’t you ask? Why can’t you ask? Why can’t you ask? That, my friend Gary,
is what you need to do. If you’ve got something to sell, you need to go and knock on doors, right? Ya know, you gotta know how to build ’em and walk through them. You gotta knock on doors,
and you’ve gotta ask like, “Can I guest contribute to your world? “Can I write a blog post? “Can I just show up and like?” How do I bring value to what you need because all these people that have homes that have audiences, they need more content to feed them. Content costs money, so people
coming in and contributing, it’s the ultimate kind of leverage deal. You come and you write for
me for free ’cause I need it, ’cause I need to keep feeding
the kids I have in the room, and you need kids for
what you’re gonna do, and that is something that 99.999999999 of you are absolutely not doing enough of. Putting in the work to get in front of
audiences to be discovered. Putting out a picture on
Instagram and holding your breath and hoping somebody’s gonna see it ’cause you used a (censored)
hashtag isn’t enough. Go out and take it, and
that, my friend Gary, is what you should do if you
want something to happen. Two minutes.

“Gary Vee, as a successful
solo entrepreneur, “do I have to grow my business bigger “than I can handle alone?” – Q Studios Inc, that’s a great question. I think the answer to that
question is completely predicated on what you want in life. I mean, you’ve set up
the question by saying you’re a successful solo entrepreneur. Are you making the monies
and are you fulfilled enough to keep it at a one woman/one man show? I mean, to me, I can’t
answer that for you. I just had an interesting
conversation with AJ. Our professional ambitions
are in a different place. Everyone’s are. If you wanna build a bigger business, you need to build it
outside of one person. You can only be so big, but maybe what you’re
getting and what you’ve got and how it goes appeals to you. I find a lot of people not
being able to be good managers. They love to micro-manage, they’re romantic and
obsessive about what they do, they don’t allow other people
to come into their ecosystem, and they struggle with the growth curve and they get just as
little exponential growth, they go from making $73,000 a year to 113, but it comes with a lot of pain because they don’t like it, you know? They’re introverted, they’re solo acts, they’re flawed in building
out a big business, but incredibly good and
happy at doing their thing. So it’s not about making more,
there’s really a fine line of making more money
but giving up too much of your happiness for
that bigger money amounts, and then there’s probably
a place where that monies justifies what you want. But to me, doing what you love and doing it the way you love to do it is really, really, really important. I happen to be lucky that that also creates wealth and big dollars, but for the people that it
doesn’t, they need to reconcile. And look, what I don’t get
is a lot of other things, which is kind of the relaxation or the lack of pressure
that comes along with some of the smaller plays, but, I can’t answer this question for you, you need to know yourself. This goes back to all
the self-awareness stuff that I’m trying to put out. This goes back to
yesterday’s video about, or a couple days ago
video of a day in the life where a lot of people
critique my work-life balance, my family time, this, that, and the reason that video
ends with, you know, that’s me, now do you.
That’s a perfect way, actually, DRock, link up there. Give me like a, give me 13 seconds of the day in the life video. – Gary Vanderchuk. – You know I’m a hundred percent right. (laughter) You just do. (laughs) Like, I’m super glad
we’re connected, brother. Alright, now I’m back, and so, you know, I think um, I think it’s on you. – [Voiceover] Adam asks,

“If you owned a CrossFit gym, “how would you attack the marketplace?” – Jessica, I would attack
it in a lot of ways. I think CrossFit is amazingly ripe for content. People hustling. People wearing skimpy clothes. People in shape. People competing. Just a ton of Instagram,
a ton of Pinterest, a ton of Facebook, a ton of YouTube. Just content, content, content, but, I would have a very
strategic approach, locally. If you actually run a gym, I would care immensely
around the 15 mile radius and so I would also test direct mail, I would test JV’ing with the other, one of my favorite moves
for a local business is, I can’t believe so many local
businesses don’t do this, why not go to every other
local business and say, Hey, India, I’m going to use India
a lot in this episode, Hey India, you have a
beautiful flower shop, here. But you don’t have a lot of customers and neither do I in my CrossFit gym. We need to help each other, right? Like, we need more. You need more people for this. What can we do, right? Maybe I could put your flowers in my gym and I’ll put a sign there. And can you do something for me? And that talk, that biz-dev with local, you know, hey, Staphon, right, like, I’m just
getting into it, now, I’m really now into it, let’s get this light out of the way. Hey, Staphon, I really
like your sneaker store. By the way, I’m going
to buy these sneakers. Some Nikes. You know, but, by the way, you
know, there’s not that many people that come here
Monday through Friday so wouldn’t you, maybe you could put a sneaker display in my
gym and maybe I could have something here. You cool for that? – I’m cool with that.
– He’s cool with that. So, my friends, localized biz-dev. Every small business needs more people. It’s the hustle, it’s the grind. You’re competing against the
thing called the internet and it’s going to win. But it’s going to take 20, 30, 40 years but every day it chips
away at your pocket. Every day, the internet comes and it takes another bill, every day the internet
comes and it just grabs, it just grabs, it just takes your money, and so you need to fight
with your other teammates that have the same problem you have. So, sure all the stuff that I’ve talked about in 102 episodes, watch them all, there’s plenty
of stuff in there to do. But good, old-fashioned knocking on doors and biz-deving with India the flower shop and the Stefan the sneaker
shop is very, very important and I’m blown away, every time
I go into a local business, that they have all this
square footage that they’re not using efficiently ’cause
they don’t have the money for inventory for unlimited sneakers so they’ve just got room, they’ve got room and in that room maybe I could
put a bench with a weight and everyone’s like,
“What the hell is that?” but there’s a sign there
that says Gary’s CrossFit, you know, grab this
coupon, one month free. Biz-dev, locally, I’m
obsessed with it but it takes the guts to go knock on the door and a lot of people just don’t have those guts.

– [Voiceover] @BottledGrapes asks, “We have a brick and mortar shop. “In today’s technology
world, how important “is location, location, location?” – Location, location, location. So I think the 1998 version of me would have said, “Oh, it
doesn’t matter as much anymore, “in 20 years, 10 years,
it’ll be all e-com.” As the gray hairs have come in, I recognize things take longer to evolve. I would say location matters
tremendously still today, and very much over the next 10 years. Do I think 20 years from
today that we will be in a 30, 40, 50, 60, 70% e-com world and things will be overpriced by location in a physical world? I do. But I would say for the next half decade to a full decade, location is
still enormously important. People still go to stores,
people still drive their cars, people still are in dense
areas where a great location really matters, and so
I would highly recommend respecting the bricks
and mortars location. Now, that being said,
there’s a more interesting variation of this answer, which is today’s technology world,
are you able to just rely on bricks and mortars location,
location, location, and that is a big fat no. If you were not thinking about your e-com, your mobile strategy, your app culture, your content strategy,
your social strategy, your digital strategy,
you are just basically just setting the game plan in motion to the demise of your business, and so location still matters, but the investment into the future, especially with the acceleration
and the exponential growth of our culture around digital behavior is an enormous mistake. So you need both. That I highly believe in. Who needs that room?

“What’s your best piece of advice “for a first generation
American entrepreneur, “venturing out on her own,
away from her family business?” – April, first and
foremost, India just shared some other photos from your Instagram besides your question and
your product looks delicious. There’s a pretty known thing
amongst the most hard Vayniacs is that when I go on book tour, I always start at Powell’s
in Portland, so… I’m on this hardcore diet but I think we may have to
sneak in when we do that February, March, April
next year, and try you out. Look, I think the biggest
thing that I tell everybody is number one, practicality. How much money do you have
to stay alive for how long? That is always my biggest fear. First-time entrepreneurs
make this mistake. Do you have one year’s
worth of rent and overhead, and then, you have to
make your actions respond to your bleeding of cash
before you turn a profit. When you start a new business, especially an ice cream parlor, a restaurant, kind of what you’re doing, you’ve got to make sure that you’re putting up upfront investment, financially, not just time. It’s not like you’re
building something with code, you’re literally paying rent
and buying supplies, and so, you need to have a high
level of practicality. The other thing that I tell entrepreneurs that are more practical,
again, a physical location, it sounds like the way
you asked the question that you’re leaving your
own family’s business and doing your own thing. Hopefully it’s not competing directly with your own family’s business, so there’s not some weirdness. I think the thing that you
really need to pay attention to is you have made a decision that does not allow you, in year one, any time to do anything
but build your business. You are not allowed… You’re almost not even allowed
to watch The #AskGaryVee Show going forward. Like, you are in such a code red zone, that every minute, call it 18 hours a day out of 24, if you want this to be successful, need to allocated for your business, even at the mercy in year
one of your family time. Even at the mercy of that, and so, I guess what I’m getting at
and you could tell by my tone and vibe on this question, is I’m scared, and I think one of the biggest reasons so many people go out of
business in the first year, first two years, small
business, practical, where that they’re burning cash, is they don’t realize how hard it is, and how all in you have to be, and so if you really want
this dream to come true, you’ve got to make substantial sacrifices. – Hey Gary Vee, Michael Pierce here,

become too expensive for a new start-up to compete with larger
companies for ad spots?” – Marc, the answer’s absolutely. I mean, that’s the whole point. That’s the whole point of
everything I talk about which is jump into new places when the grass is greener, ahead of the market to create the arbitrage
when it’s under priced compared to the market, a la, email marketing for
Wine Library in 96 and 97, nobody else was doing it. I was asking for it. My conversions were better. More people came. The conversion rates went down, it became more expensive, and harder to get people
into the email funnel, that became the expense. Google Adwords, on the word
wine for five, ten cents. A hell of a lot better than
owning it for two bucks, right? Of course it will get more expensive. We’re seeing it on Facebook now. Facebook ads to get into the feed are more expensive than they were 12, 18, 24 months ago. Even when I started this show and told you to do dark posts, it’s
gotten more expensive since then. So the answer and the
question and the debate and the opportunity all
lie in the same place which is what are you
doing about Instagram and Snapchat and Meerkat and Periscope and all these new things. Are you moving there when
the audience is not as big, the returns are not as
big in the short term? My overall plan is to go to those places hold my breath for three
or four or five or six or seven months, when
it’s not as valuable, but be there when it does become more valuable, and then ride that wave for 12 to 24 months before those platforms become an add their ad product. Instagram’s ad product
is still not mature yet, so the organic reach for the people that jumped on three,
four, five years ago. Is it five years already for Instagram? Feels like it is. 2009 for Instagram feels right, right? Or 2010, trying to remember. Anyway, if you’ve been, you know, fuck charity right, and like
other people of that nature, they won, they moved quickly. They’ve got the biggest audience. They can command enormous dollars. So, I think the answer is yes depending on your budgets. It becomes more price prohibitive. What a small start-up or small business has is time versus a big brand’s money. Right, so are you willing
to work seven pm to three in the morning to
get the disproportion arbitrage of new platforms to over index before money becomes the variable. I hate when small businesses are like, oh, that’s it, we don’t
have enough money to compete with the big guys. What you have is speed and time. What I mean by that is they have time too, but people that work in corporate America don’t want to stay up til
four o’clock in the morning that often. And even if they do, they want to move within the system of corporate America, and they cannot do the
same things you can do. It’s not that same
entrepreneurial nimble system. By the time they even understand what Snapchat, Instagram,
Periscope, Meerkat are, it takes two years for it to get approved. In that time, you’re executing, and so, the answer’s yes, but that’s not a bad thing. It only speaks more to
my overall philosophy of jumping into these new platforms, extracting the value before the ad product becomes mature, and then using the ad
product, Facebook dark posts while everybody else is waiting. Now, in 2016, 17, 18, when Facebook darkposts unpublished
posts, the ad product become the mainstream, that’s when it becomes prohibitive for you, but you’re on to the next one.