has been around a few years why now
what’s changed Kevin I’ve done this a lot I did this
with Instagram as well I only get really loud in my career when I think things
hit that moment when word just a year away from mainstream I’m in love with
the moment when something is much bigger than people realize that means street
right before I went on to do the show right now I just retweet it that the
white house went on snapchat has always been a symbolic kind of thing
meeting other things I have a good understanding consumer behavior a
website in 1996 email marketing in ninety-seven Google AdWords starting
your YouTube show people are just what I bet you could google right now likewise
starting a YouTube shows a good idea I did that ten years ago Twitter change the course of my career I
wrote a book called crush it the basically speaks about everything
that’s going on right now on YouTube and buying an Instagram and snapchat the
reason passion now is even though two years ago I was like wow this snapshot
think is going to win the numbers are they are this is the moment right now
where I see that window of 12 to 18 months to really win grab at scale
before the whole market comes along and tries to do the same I believe that
that’s why so many of the people watching the show and watching my
content are gonna win many people that were already paying attention to me
because of what I did on YouTube focused on Twitter and Facebook pages and more
successful because I yell about Instagram as much because it was very
head down and then it was probably the one it happened so fast didn’t like it happened so fast that
even though it’s funny it’s why I know you ask me what you wanna do something
that peach I do it’s the incident happened so fast I didn’t have time to
like letting go mainstream and then talk about it so so why now cause its the
moment by moment and my moment is defined as the attention-grabbing moment which is
the moment one year before something goes completely mainstream where I think
something is big enough to really land grab and I’m not guessing and I’m not
wasting my time which is what a lot of people ask me like I do not we should
hire easy because I’m tasting things like peach and musically but I’m not all
in its funny a lot of you like what I see so I hear a lot of people think is
snapped up paying dario Gary investments that same year ago guys I care about my personal brand and
being right more than anything more than anything in the world in the white house
with all my might there’s no transaction that will trump me being this right historic sure that ghost stuff on
grabbing the ghost I mean what was this close to 100 episodes go look this isn’t
like like like this has been watching carefully calculating what do you think
all this is like by accident you think I got lucky you think if you
think it’s this thing I’m throwing random shit on the table you think I’m
predicting peaches gonna be number one in three years know it is understanding
it is a talent of understanding when things are on the dawn of complete
Mainstreet equity and so humble out right now because I’m gonna end up being
right she’s serious silence such a good
feeling right I like deep songs and yeah

“between bad marketing
strategy that’s not working, “and just having a crappy product?” – Got it, so Andrew’s been watching enough to know that I talk a lot about, like, even the best marketing in the world isn’t gonna fix your crap product. So he’s asking, how do we decipher? Bri, do you wanna take a shot at that, or do you want me to go? – You go, and I’ll add. – You know, to me, it’s pretty easy. There’s only those two
things at some level, and so I think what you do first is, if you’re unsure, you
change your entire marketing approach, and I would
say you do that twice. So, over a 12-to-24 month period, you change your marketing
approach radically. If you go oh-for-three, there’s chances that your marketing
sucked all three times, but it is starting to
give you an indication that nobody wants your pet rock, or your iPhone case
that glows in the dark, or your crappy wine that you made. So, the other thing to do is
to look at your lifetime value and repeat business. One of the reasons I know
that Wine Library works, is we have incredible lifetime value, and a lot of repeat business, so then the waves of that
business are usually predicated on the marketing, because
once we get people in, they stay. And so, I think we can feel
that as people that write books, you’ll look at your numbers this week, and you probably will look at, like, historically, since you’ve written seven. What’s your most successful book? – End of Business As Usual
and Engage were, I think, the most successful. – Got it. So, like, to me, like, it’s funny, I think that Thank You Economy
is the best book I wrote, but it’s the least successful, and I look back at, like,
yeah, I gave it the less umph, by far the least umph, because it was deep in the starting of running VaynerMedia. So, I think you look at lifetime
value and repeat business and what your product is,
because if people are coming in and they’re using it and
buying or what have you, well, then you just need to
figure out how to get more of them in. If you’re getting a ton of
people in, but you’re not getting any long-tail action,
that’s your vulnerability. – And I think we live in
a time of social media, right, and the key part of that is social, so I think some of the best marketing starts before the marketing, right, so, listening, talking,
being inspired by people through all these technologies
that humanize people again and humanize communities. I think you can actually take
that insight and build better products, and build not just products, but products that are experienced and so that you can
invest in relationships and lifetime value and retention
as well as acquisition. – Love it, let’s move it, India.

that I can actually ask
you this question. I’d really like an answer to it. I wanna ask how important is it to create a new lane for yourself? As an artist or entrepreneur, if something is working for you, do you just carry on doing that, even if you have new ideas
that you may wanna explore? I guess the whole point is, how and when is a rebrand necessary? – It’s a great question. Great question, and you
obviously probably know that I went through a
rebrand to a lot of people, which was, I was the wine guy,
I became this business guy, social media guy, whatever
you wanna call me. I did it in parallel. I’m a very big believer
that all of you that have real passion and belief
that you have skill to create another lane, should. And I would call it my
version of an 80-20 rule. I would spend 80% down on
what’s working for you, but I would always have a 20% lane for testing, learning, tasting, creating new revenue opportunities. I do that all the time within my business. Vayner tries a lot of
things, a lot of it fails, but holistically, we win,
because that 80%’s enough. One could argue that we
would do a lot more business if I went 100%, I would agree with that, but then that wouldn’t
open up the capabilities. We’re gonna be the best 360
video agency in the world. That was a bet, an
investment, and so that’s how you have to play it out. 80-20, my friend, it’s a great question for a lot of you. If you can keep 80% of your
practicality and execute, there are, especially if
you play the way I do, which is if you layer on top more hours, then you’re kind of getting 100 over here, and you’re getting that free 20% testing, and you can test one thing at a time in that 20% lane, so you can go 12, 18, 24
months on that 20 on this. That doesn’t work? Try another thing. But I wouldn’t break up that
20% into four, five percents, because you need at
least 20% of your energy to get something going, off the ground, in the way that works for me. Everybody’s different, but that would be my direct,
black-and-white answer to that question.

“but don’t come close to
achieving what I want, “will I have wasted my time?” – Go Chase. You can ask it again. – One more time. – [Voiceover] Malik asked,
“If I pursue what I think “is my passion, but don’t
come close to achieving “what I want, “will I have wasted my time?” – No because there’s really
only one thing in life is doing exactly. – The Jets, sorry go ahead. – Which is doing exactly what
you’re supposed to be doing. That doesn’t come from out here. I’ve lived this exact problem. I did what everybody else wanted me to do for the first chapter of my life. – Who was that? That your parents? – The world. – I agree, the market, the market. – Supposed to be a doctor, a lawyer or in some shit or something else and I literally. – Guys by the way who
are watching were old. Back then doctor lawyer was like. – You’re so smart. – Doctor, lawyer. – Yeah, respect. – When’s the last time an 18 year old now is like you should be a doctor or a lawyer. That’s like. – That profession is
going to run out of people to do the work. – It’s insane. That just took me to such a weird place. You should be a doctor or a lawyer or an accountant. Accountant was in the mix. – That was the list. My parents were amazingly supportive. This didn’t really come from my parents. But just culturally that’s where. – Your friend’s parents were sort a son of a bitch, right. I fucking hate the friends’ parents. – The counselor at school. – I never went to my
guidance counselor, ever. Four years of high school, never went. – They don’t know shit. They’re living in a different era. I don’t want to disrespect those folks. – I disrespect different era. – Different era. That being said I serve somebody else for a long time. Emotionally mentally
even trying to reconcile being an artist and athlete. That was because I was paying attention with the culture wanted for me. But that’s all bullshit. There’s only one thing. – Go ahead. Get them both. – You’re right there. There’s only one thing. You doing what you’re supposed
to be doing in the world. You can pay your dues. I have a lot of respect for working hard, digging ditches, doing stuff to survive. Practicality you call it. But let’s be real, you have to do the things that’s in here. Otherwise you’re just burning time. – I’m going to throw in addition, yes. In addition. – You always say yes and that’s what you’re supposed to do. – Is that the improv thing? – Yes, yes. – No but I will say this. (laughter) Countercultural Mike. Mike is just my fake name for general people. Self-awareness. My big thing more than anything is
do not live on regret. So I definitely am also on team being happy will always trump more money at the end at the end at the end. So I try to play that way. Luckily for me mine collided together. But if you know you. And you know like money like money. Like money. Like you just are obsessed by money. Then maybe you should do the thing that makes you the most money because you wouldn’t sit there one day and say damn I wish I was an artist. Now if you’re the other way. – That’s like this in here and you have to be honest
what you want to be. Do you want to be a needlepoint expert. But you want to make 10 million dollars. – That’s fake. – Those two things don’t go together. So you’ve got to be real. – I mean it’s self-awareness
like a reverse engineer yourself to not have regrets. Having regrets in your
70s, 80s and 90s is literally to me the worst thing that can happen in life for sure. – What’s the asker’s name? – Malik. – Malik, seriously in here. The answers are all in here. – Chase I will say this though and this is something
I’ve spent a lot of time with the show on. – Are we really going to go here? – Yes.
– Ok. – I do believe that you and I got lucky by having self-awareness and emotional intelligence isn’t you know. – It’s the new black. – For sure. By the way. It’s always been the black. It’s just being put front and center. – For sure. I just want to make sure
we’re giving practical advice saying like follow from what’s in here. I have family members who
literally have no fucking idea what’s in here. I know them cold. They have no idea. – That’s actually thing one is
you’ve got to figure it out. And the way they figure out is to live your life, get in adventures and do stuff. – You know what. I’m so on that. Test and learn between 20 and 30 to me is hot. I’m hot on this idea that if you really want to live the best life you can live. The new game plan is from 20 to 30 test a lot of things because the downside the risks you could go risky. You’ve got bigger upside than downside. – Classic Richard Branson. Mitigate the downside. That’s literally why Creative Live exists. So you can take thousands classes from the world’s best people. And you can literally dabble. And it’s not just dabble in community college, you’re taking it from
Pulitzer Prize winner, New York Times bestseller, this guy. Smart, smart people. Get you hands dirty. – We’re going to use for 17 hours Let’s go, India. (inaudible)

“What’s your strategy with
Facebook long form posts?” – Been waiting for this moment,
this is the one I picked, I’m super excited about this question. You know, it’s really interesting. I’ve been really challenging
myself, you know, we’re a buck and a quarter into this show, and I’m like, what can
I do to make the show better and better and better. Clearly, the entertainment
value has gone up, because we’ve found the
characters, the context, some of the fun little things, you know, but how do I make the show better? Depth, right. Entertainment, utility,
entertainment, utility. I need to balance them. And so, this falls into probably
the strongest utility play that we’ve executed on this show, and so really get cozy, you
may wanna even pause this right now, go get yourself
a nice glass of wine, really settle in, because this
is a very important moment in the show’s history. The question is, what
is my strategy, right? Two great things are gonna
come out of this answer. This is gonna be your
favorite answer of all time. Because two things are
gonna come out of it. Number one, I’m gonna make you understand why when I do things on social
networks that confuse you in lieu of me writing a book called Jab, Jab, Jab, Right Hook,
and then you telling me that’s not native, and many
of you have commented like, Gary, isn’t that what you
say not to do in your book? Yes, in a net-net score
if you look at my stuff, I’m following that blueprint, but things change, and more importantly, the number one thing
that I’m worried about that so many people here do is they don’t challenge themselves. Back to the first question. I always wanna put myself out of business, wanna call my bluff before
somebody writes a blog post saying Gary Vee is wrong,
I wanna write a blog post saying Gary Vee is wrong, right. God, I hate their person. I wanna do that, so I’m
always testing myself, so I wrote a long form piece on Facebook two weeks ago, right, two Saturdays ago. I just did it. Like, not talking to the team
on a Saturday, just did it. Xander just went to sleep,
Misha and Lizzie were tied up with something, like,
alright, got a minute here, let me just, this has been on my mind, you know, I’ve been seeing
some things in the trenches, I’ve been feeling something
in my gut, my intuition, let me write a long post. Let me treat Facebook like
a blog, like a website. That’s really been sitting in my mind. I did it, it did extremely well. A lot of reach, a lot of
sharing, a lot of engagement, and I’m like, huh, so I
wrote another one that day. Actually, not wrote another one, reused things I wrote on
Medium that we did months ago. And that did really well. Did another one, and that did really well. As a matter of fact, DRock,
let’s roll it out right now. Here’s some screenshots
of the same exact article being written natively, longform, doesn’t feel like a native execution, but in the feed of Facebook, versus a picture and a
link to go out of Facebook. And that, my friends, what
you’re seeing right now, and, D-Rock, I want you
to take over the screen, jump into, like, splitting me, I don’t know if it’s here or if it’s here, but let’s keep going, just keep kind of going here, I want them to really grasp the numbers. It’s just working. And so, that’s what I’m doing. I’m always challenging
myself, I’m always testing. I did longform Instagram,
actually doesn’t feel native, right, the, you know, I
think we could all agree that the right hooks, tag your friends, all that things, that doesn’t
feel native to Instagram. It’s supposed to be nice
pictures and artistic. These are the things that happen, right, these are the things that happen. You’ve always gotta test, and I think I’ve hit on something, and I’m really excited
about passing it onto you, and I expect the
disproportionate amount of the Vayner Nation right now to write a longform Facebook post within the next 24 hours,
in whatever shape or form, you’re an NGO trying to
raise money, tell a story, you’re trying to sell some
t-shirts, you just wanna talk to your friends, this is a page dynamic, this is my page, not my account, so you’ve gotta take that into account. If you’ve got a business page, roll it, write it, try it, big picture, longform, feel it, I think you’re gonna see results. And again, I look at Facebook’s algorithm the way I look at Google’s search results. They’ll keep changing things, they keep doing that, and
so, right now it feels right. By always challenging myself,
I was able to get results, and double down on them, and
I will squeeze that orange until I get every ounce
of juice out of it, and then I’ll just find another orange. And that’s what you do. And so, whether that’s another orange within a Facebook environment, or if that’s Snapchat, of if
that’s boogaboogadooga.com, wherever it is next, I will
squeeze the mother (bleep) orange.

– [Voiceover] The Bades asks,
“When is it appropriate to “have patience versus
just getting shit done “and not making excuses?” – Do you have that problem DRock? – [DRock] Yep. – Do you? That’s a great question, and I think that it’s
a tough one to answer because I think every
situation has it’s own context. I think balance matters. I think that if you’re being told that you’re impatient all the time from many
different sources, you may wanna give
that some thought. Obviously I’m a seller of both. Get things done, be very patient. I think that a lot of the nice things that have happened to me are
predicated on that balance. I think I talk about balance a lot. I think the last quesiton I said it. Here we are again one question later. I think you need to find
your cadence on this issue. I also would recommend to everybody to the next thing that
happens after this show is to try to do the one that feels less natural, to just taste the outcome. I think one of the things
that is fascinating to me is how many people don’t test. For example, yesterday I posted the Stunwin’s sit in no show video as a YouTube video, not native, not the right move, not
putting it as a Facebook video which will get us more reach based on the Facebook algorithm, but I wanted to see what it would do. I was curious about the results. I want to test. I think that the lack of testing the lack of calling your own bluff, the amount of people that are drawing lines, lines in the sand, and then don’t cross
them is a huge mistake. For example, it was pretty
conventional wisdom, that long written out
Facebook post was not a way to go where people would talk about that maybe not being native in a jab jab jab right hook kind of world, but then last weekend I wrote one, and it did really really well, and put up another one,
did really, really well, and another one and another one, and here we are four, five, six posts in, and they do extremely well, because one thing I’m starting to realize is holy crap, Facebook should be treated like a website. Your posts should be long. Shopping should be done that way. Wait a minute, this is
really just the attention and we are kind of evolving, and it’s evolving. I’m fascinated. By the way, the YouTube video got solid reach. It wasn’t so remarkably
lower than a native one. It was though, I think,
you just never always know, but by average, but it’s fascinating, and I try things, I try
things all the time, and I think the answer to your question is the next five things
that are cliche things where you get those that you’re impatient, two times, try to be patient. Taste it, learn, taste it, learn, taste it, learn. These are the things that
people don’t do enough of it’s so interesting. Give me a bottle of wine, Staphon. This kind of makes me
think of the wine world. I always talk about the biggest problem in the wine world is you
find a type of wine you like. Oh I love Rosé, and you drink it forever and never try all these other great wines, think the same thing happens in business. You find your move. Like I’m good at email marketing. I’m good at SEM. I’m good at Facebook. I’m good at Instagram. I’m a good salesman. I make nice videos, and you never try the other things. When’s the last time you
created an infographic? As a matter of fact, we need
to create an infographic. India, make some notes. We need an infographic
ASAP Sid, the intern, because we need to keep
pushing the boundaries as well. I need to eat my own dog food, take my own advice. We have to do these things. That is the key in life,
let alone business. I level up my excitement on this question, becuase it’s important,
and because I feel like so many people don’t do it. Try things, try things, try things, because then you can answer for yourself. When’s the right time
for patience and when’s the right time to move fast? I made a massively
senior hire two days ago, be great for VaynerMedia. Lately I’ve been almost
saying Wine Library when VaynerMedia, it’s the second time I’ve done that in like
two or three episodes. I mean a very senior hire for VaynerMedia, and the meeting with the
CFO, the CIO and A.J. and was like, oh you’re moving fast. And other things I’m
being very patient on. There’s just always a mix, and so mix it up.

– Hi, I’m Amy Porterfield and
I’ve got a question for you. So in your book, The Thank You
Economy you talk a lot about letting your audience
decide if they want to get to know you more versus
persuading them that they should. So when it comes to email
marketing what are some tips you have for communicating
with your audience in a way that doesn’t kill the connection because you’re being to persuasive? – Hmmm.
That’s a good question. Email marketing is a tricky one. You know I think, Amy,
it’s funny you reference Thank You Economy. I think the answer to
email marketing is found in my next book title which
is Jab, Jab, Jab Right Hook. I mean think about all the email services you are signed up to and/or have been over the
last three or four years as so many of you start to siphon off of being on email lists. So many of those email
lists are in pure utility. Right? They’re retail,
they’re giving you deals. They’re very action-oriented. Nobody in that space is
throwing enough jabs. We at Wine Library aren’t. I still think I want to,
I’m going to use this to take my own advice. We need to start sending at
least once or twice a month. It’s so hard because you’re
siphoned on the drug of sales. But you’ve got to put out content. As a matter of fact,
Steve, I want you to work with Brandon right now. I want to send an email with
the last five stories we wrote on the site and I want
to send it out as just with a title of like Reading
For You Around the Wine World. Although let’s play with it a little bit. So that. So instead of everyone being
like here’s a deal, $49.99. Game Boy, old school. You know you need to start putting out the history of Nintendo. Right?
So more content. More content that kind of allows people to be less on the defense. Every mail that comes in
is like it’s at you, right? With content that has
no purpose other than to entertain or inform or
bring utilitarian value to the user, you’re
getting their guard down. You’re bringing them
value which opens them up so much more for the sale. And so I think that’s the way to go. I really do. I think and I think mixing
the two is intriguing. You know I’m curious what
Steve and I are about to do with Wine Library lends itself
to more content in the mix of the sale. And I don’t like blending
jabs and right hooks but I always like testings. A bunch of people always ask me, like Gary did you read Jab, Jab, Jab Right Hook these posts on Facebook
and Instagram this weekend don’t feel native. Well maybe they are. I mean by results of the way
people responded to Facebook. Maybe they’re very native,
maybe native changes because native does change. And so, always testing.
Always testing. That’s it?
– [India] Yep.