my business and looking to
include partners for content. What’s the best way to recruit them? Money/promise of exposure?” – Kate, I’m super pumped. Guys, I went to high school with Kate. By the way, let me give
a big shout out to Kate. Kate came to my high school junior year in the middle of the year. And Kate was a top five attractive girl, I’m being very politically correct here, in our school. She made huge noise. Kate, huge shout out
for the noise you made at North Hunterdon High School, 1993. And recruited as a
soccer star, by the way. Just giving you some daps, Kate. I’ve been noticing a lot of your stuff, some of your work is incredible, it’s been really fun to watch. Anyway, I think both work. It depends on what people are more motivated by. If you have a big enough
platform to create exposure, people will work for free. DRock hit me up and offered to make a film for free for me because he knew that was gonna get him his exposure. He vetted,
or intuitively felt, that I I was a good guy,
sure enough before I gave him a full-time job offer to work here, which think about that outcome,
but that’s for another day. He did get into contact with
Chris Brogan, Ted Rubin, – [DRock] There were
like three other people. – So he made the right
move. You could say, “Wow he did that for free.” The reason I’m always
willing to take free work, and free hustle, is
because I feel comfortable with the fact that I’m
gonna try to pay them back tenfold on the ROI, by
giving them a shout out, I know other people that
are marketing leaders pay attention to me because
I’ve been on the cusp of doing new stuff, so he
had all those opportunities. Now, I swooped in and saw
the raw, amazing talent that this man had and had
to bring him on board. And this show exists because
DRock joined the family and it gave me the infrastructure, so big shout out to you, DRock. So, I think free works. If
you think other photographers will see value in your platform, or whatever you’re trying to accomplish, money always works as well. I think people are motivated
by different things. I’ll tell you something people
always try to do with me. I never do it, but people
do it all the time, is leveraging your rolodex.
I mean the amount of people that are willing to do things for me, for me to get them to… people, I don’t know, I’m
not going to name drop. But it’s insane, I never wanna do that. Because I think that’s
not doing the right thing for my relationship, but I
understand why people do it. People do it to me left and right. They’re like, “Hey Gary Vee.
Meet my boy, Johnny McGee.” And when I meet Johnny McGee it’s like, “Yeah, I gave Ricky McGee
eight billion dollars to get to you”, it happens all the time. People value different things,
I think money and exposure are two things that actually– Are we doing Patriot stuff? Guys, you have to
understand. I’m a weird guy. Guys, I’m a weird guy. I’m weird. I will fire over crazy, weird shit. Minnie, I’m not scared about
this. I’m not scared, Minnie. I fire over Patriot shit, I promise. Hey guys, how do you like this? (laughter) – [Gary] Like that? So, yeah. That’s it. Let’s
go on the next question. I know you just got taught
how to submit questions

– [Voiceover] Clayton wants
to know, “How do you push “your team beyond their best?” – Clayton, great question. Way to start off 2015, good questions. Oh, actually, I picked this one, right? (people laughing) Hit ’em with some Barry Harowitz’. But that was so subconscious, too. It was a great question.
I thought we should do it. I really, really, really
think that the best way to push somebody above their own means is to guilt them into it. And I know that’s a weird kind of answer. But it is my honest belief
that the thing that drive, first of all, everybody is
driven by different things. So, the real answer to your question is to use your hear, right? DRock, zoom in to my ear. Right, you know, the ear
is the key in this scenario because the truth is,
the way to push somebody above their limit is to
actually have individual conversations with them about what is their Holy Grail. What do they wanna accomplish? Like India and I, I have a
good feel of some of India’s long-term career ambitions. That gives me, first of all, her knowing that we’ve even had that
conversation, in and of itself, gives her a little bit more
confidence to work harder. Because she’s tryin’ to get
what she wants out of it, professionally, and
knowing that I’m the person that can most likely make that happen, at least in the context of this world, that just even having the conversation puts her in better spot. But some people are literally
rawly driven by straight cash. Like, truly, you wanna push somebody? You carrot, like, “Hey,
I know you love cash! “I’ll give you 10,000 more if you, like,” You know, and so, you’ve gotta find out what makes people tick. I’m so not motivated by cash, that so many people try
to get me to do things, JV with me, invest in things, do things, speak at things. And they think cash is the way to do it. And, listen, I love the cash, but it’s not my biggest driver. And I make a lot of
decisions based on legacy, long-term impact, on myself by the way. Not like long-term global impact. You know, that’s not how I think. I mean, I think there’s
a byproduct of that but that’s not the
number one thing for me. But, to answer the
question in a general-form, I truly do believe the best
way to get that is to guilt. And what I mean by guilt,
it’s a variation of listening. Which is not only listening,
but delivering in a world where so few people even begin to listen, let alone delivering on that listening. And once you start doing
that, people start realizing, let me tell you what’s
happening at Vayner; it’s not super confusing. I know exactly what’s
goin’ on in this company. It’s starting to get old enough that there’s enough things
happening for enough people that it’s really easy to
point to Phil Toronto, or to somebody else and
be like, “Wait a minute.” Or Steve Unwin, like, you
can start pointing to, “Oh, crap, that person wanted that, “that person’s getting that, “that person’s happy as crap!” I want that, and so, it’s listening and then delivering, which
then creates a scenario where people want to over-deliver because, the only way somebody
will over-deliver for you, ’cause you asked a very selfish question. “How can I get my team
to over-deliver for me?” “For my thing.” It’s very simple. The best way to get them
to over-deliver, John? – [Trouty] I’m Jack,
if that’s a substitute. – No, Jack is not a substitute. I know what you’re thinking. No, that is not a substitute. – Okay, we’re on the hunt. – The only way to get
somebody to over-deliver is to attack their own
selfishness, their’s. You’re selfish ’cause you want more out of your team to help you. Well, the best way to get that to happen is to over-deliver
against their selfishness. I do believe that guilt is a huge driver because, and there’s something that I, I believe in human beings. I mean, some people don’t
have self-awareness, or empathy, or these emotional feelings. So many people, like, it’s amazing to me now living 20 years professionally, like, how many people are not
confused eventually. They may be emotional at
the time you fire them, or not reward them, but
boy, every time I run into somebody four, seven,
nine years down the line; I’ve had a very good
track-record of them saying, “Yeah, I know why you did that.” I mean, like crazy stuff like, “I had a drug problem!” There was, like, you know, stuff! Life, right? So, I would answer your question like I have before on this show. And you haven’t heard me
say it, I’ll say it again. The single best way to win is to give 51% of the relationship. If there was a jury of 500 people, that they would all
agree that you’ve given 51% to the relationship. And you have to be good enough to know what to do with the other 49. So, I would attack their own selfishness. I would make it so good for them, that you’ve guilted them in delivering. And be very prepared in your stomach by making it awesome. And then them under-delivering, still being entitled to
think they did deliver. And then you being disappointed. “You listened to the Gary Vee Show, “and he told you, and he so great.” Yeah, at least you think
so thank you very much. “And you did it.” And then all four of
these people who you gave $10,000 raises to yesterday, a month later are doing
the same crap they did, and it didn’t motivate them at all. Or you gave them four weeks
off instead of one week off, and they’re still just as crappy. Or you, like, got them a
babysitter, and you pay for it, and they still aren’t. Gratitude and all these
wonderful human characteristics are not guaranteed. But the best way for you to have it happen is to consistently keep trying
to do it for that person. And then, look, I just had a meeting with all these characters, right? But the rest of the team, and I was like, “Look, you may not win on this team.” Like, 2015, I wanna take
it up another notch. And the consolation
prize is you get to work for one of the best
companies in the world. But, like, you just might not
be able to be on this team. You’ve gotta be upfront,
you’ve gotta be fair. You gotta know when you’re
setting up people for victory; and when not, you gotta do that. And then you get to
judge, not before hand. Way too many of you are
making a mistake yourself. You didn’t train, you didn’t
put the person in a position to succeed, you’re not
communicating properly on what you expect. You’re not shooting it straight, you’re scared to hurt feelings. You’re too much of a dick. It could be a million different reasons why it’s not happening, but
it is always going to be the greatest form meritocracy
that you can create. And that starts with your ear and it finishes, in my
opinion, on a second-step move of you actually delivering on that. Call people’s bluffs. I live life on calling people’s bluffs. “Oh, you’ll really crush it
if you have another person?” “Here.” Now, you have to be good enough, back to that 49%, to afford
to give somebody that person. You may not have that situation. But you might have to make a decision. One of the quickest
ways I grew Wine Library was by making 30,000 dollars a
year for five years in a row. Because it took all those monies. And I called people’s bluffs. And when they let me down, do
you think it hurt my feelings that I wasn’t making 45 instead of 30? It sure did, but did I have
my eye on the big prize? Sure did! Now I get paid double that
salary to speak for one hour because I bet long-term,
because I was 23 years old! Right, you gotta know where you’re at. If you’re 83 and you’re watching the show, first of all, big ups, ol’ dog. And second of all, second of all, you know, maybe you don’t
need to play the long-game and invest as much. Maybe it’s time to cash out. I have these weird feelings that in my 80s I’m gonna be rogue as crap, and just take! Because I just gave for so long. I don’t know, you’ve heard
me say that’s my concern. But I can tell you this. (sighing) Most of the reasons, let me phrase. If they work for you, all of the reasons that they’re not over-delivering
against their best, all of those reasons are your fault. – [Voiceover] Harold asks,
“Will you force your children

– So Gary Vee, this is what I wanna know. Because you have this 500 person agency, I want you to explain why people should use a digital agency? – For looks. – What’s the circumstances? When not to use it, when to use it? How do you optimize it? Well basically, give us the gist. Why use an agency? Why not cultivate all this talent inside and control it, own it,
et cetera, et cetera. Thank you, Gary. – Thank you, Guy. Guy K, one of the real
thought leaders in this space. He’s too humble to do it but I know he has a new book out and I wanna give love to people so DRock, Staphon, take
over the page here. Give him a little shout out. Let’s link it up below. One of the few authors I feel
comfortable enough in saying, check out what they’re doing so VaynerNation, check out what Guy’s doing. It’s a great question, Guy. As a matter of fact,
the answer’s even better ’cause I’m giving it. The answer is you shouldn’t. You shouldn’t hire anybody to do anything if you think you can do
it better for cheaper. My obsession with building this, DRock, get up a little bit, let’s get a little improv. My obsession with building all of this is predicated on one thing which is that I think it’s worth you to pay us to do our thing because I think I can do it better than you could do it yourself or some other agency down the street can do it for the same price or for more expensive. The arbitrage of what they cost versus us, that we’re more valuable in return and so the biggest
reasons most big companies hire agencies is the
head count on their PNL in corporate America,
in a Wall Street World is looked upon as a
negative versus outsourcing it to agencies. The big reason that a medium
sized business should do it is that they feel like
the investment is worth it and the reason a small company
or individual should do it is they’ve run out of time but the fact of the matter is, nobody should hire anybody, digital agency or, I would hire somebody to hang a picture in my house. Let me tell you why. One, I’m just not that handy. Two, my time matters to me so much and so I’d rather pay somebody
100 bucks to hang a picture than to spend those four minutes ’cause I think I know what
to do with those four minutes to make a 101 bucks, get it? That’s the game. Can somebody do it better that brings an ROI to you and that’s why agencies exist. Can we, and don’t forget this other thing, if you bring it in-house,
you become a cocoon, right? Like you’re only working on your brand, you’re only seeing it
from your perspective and you’ve lost all the other stuff. By having so many people here, I have so many different perspectives. We have so much more data across so many different brands and then we use that for execution across other brands, across myself. This team here, what we’re doing right now is giving us a North Star of
execution for other clients. I have better advice for
our clients around YouTube and podcasting because the expectations, not the expectations,
the execution, excuse me, that was funny, I rarely
say the wrong word. That was a very weird moment. And so that, my friends,
is the reason to do it. And that’s the reason
for everything, right? Like why am I, why are all these people, show Andy. He’s not feeling very well. (laughter) Why’s Andy here? Because he can do it at an ROI that’s better than I can do it. Do I have the time, this,
that, the other thing. It goes on and on and on and on and so that’s the rationale,
Guy and VaynerNation. Is it worth the investment
you put into it? Just like everything
else you do in your life. By the way, let’s link up
the movie that Staphon edited

– [Voiceover] Sam asks,
“What differences do you see between fundraising and sales? Any? Do all for-profit rules apply
in a non-profit setting?” – Sam, I love this question, because the ironic thing is I think the answer is they do map. I do think that if I ever get into, you know, I sit on some NGO boards, but if I ever get into a chapter of my life where that becomes the driving force, I promise you my execution in that
world will look exactly the same as everything I’m doing here. I do think the rules apply. I actually think there’s a nuance that I want to address which
is that the rules do apply, which means an absolute
respect to the customer. I believe that many people that operate in the NGO world have the audacity to think there’s an
obligation from the wealthy or people they know to actually support, and that they come across arrogant I would say when they’re
going in for the ask, and they’re less tactful. It’s all right hook city in
NGO world, non-profit world, and then when somebody
doesn’t do something they look down on them,
even though the way they approach them was completely unacceptable in my opinion. I do think the rules apply. I think you have to bring a value prop. I think way too many NGOs, non-profits mail it in. They’re not thinking
about that other person’s life, that person that’s
donating life as a whole. They’re just looking for, you know, their tax return, and trying to extract dollars, and life is about value exchange. Even when you’re doing good things, and that is a huge miss
for so many in this space. – [Voiceover] Ross asks, “Hey Gary,

“for professors to engage college students “in the classroom? What
about outside of class?” – Rich, I think the biggest
thing for you and any professor out there, or if
you’re asking for somebody is that professors aren’t relevant to a lot of their students
today, more than ever, because the behaviors of
how we act aren’t mapping, meaning so many people have emailed me like, literally because of
this show, emailed me that, “Hey I’m in class right
now, and what my professor’s “talking about makes
no sense, compared to. “I’m listening to your podcast right now “while my professor’s talking
because he or she are so.” And literally professors
in major universities that are putting kids in debt right now are telling them that there
is no ROI in social media, like ludicrous horsecrap,
I’m on this crap kick. Anyway, I think the biggest
thing a professor can do is to be relevant with them. If you’re a professor right
now, and especially if you’re a marketing or comms professor right now, and you’re not jamming
on YikYak and Snapchat and the Insta, then you’re
making a huge mistake because you’re out of
touch with your students. You’re saying dumb shit like,
“Hey kids, hey students, “we’re gonna connect
through modern things like.” It can’t even come out of
my mouth, I’m so disgusted with what’s going on in
universities across this country and so it’s relevance,
there is eye rolling and checking the (beep)
out going on in classrooms all across this country and it’s sad because of the romance of how
professors think it should be versus the reality of what it’s like.

– [Voiceover] Mike asks, I’ve caught a few of your #AskGaryVee shows
and love the content. What are your thoughts on Google+? Why do you continue to use it? – Mike, I think Google+
is a failure for Google. Once again, a big company that is amazing, maybe, actually, my pick
for the best company in tech in the world. But, just doing something
outside of their DNA. They try to copy something. It was ill-fated in my opinion. I still use it because there’s
an audience of mine there. It ties in nicely to the YouTube society. There’s a small niche group of people that I massively respect from Google+ that are early adopters of technology, early Twitter users and they’ve
created a nice community. And much like every social
network besides Twitter, most social networks are not so social. They’re content distribution
portals, unfortunately. And I’ve got some audience there and I will continue to
distribute my content considering that it’s so
native to the YouTube platform where so much of this goes. I mean, obviously people
listening on the podcast know. I was talking to a bunch of people that are listening to the podcast. Hey podcast peeps, you know, that how sometimes they go and run and watch the show. As a matter of fact, one of
our VaynerMedia employees heard me say Asia and something else and thought that I called you Asia because they thought
that I was thinking India and I said Asia and then
I punched them in the face and said, “Do you really
think I wouldn’t know that?” Anyway, so they wanna watch
the video is my point. My big point is, what I think about it is, it’s a loss but it still has value and that’s something that I want everybody to pay attention to. Nothing is ever dead. I talk about email open rates being down but email’s probably at the
top of my marketing strategy. It’s not about 100 or
zero, it’s where is it at this moment. And where Google+ is at this moment is it still merits the
minimal time it takes for me to post a YouTube
video on that platform and occasionally engage
with that community. Something that MySpace
no longer brings to me but did in 2009 and 10
with Wine Library TV. Get it?

– [Voiceover] N asks, “Any
tips on how to get a mentor?” – This is an interesting question for me because I’ve never, like
even when I had a mentor in my amazing dad, I like
pushed against it because… My mom and dad like, made jokes, like, that I want to be claimed and like I’m a Cabbage Patch kid and I came from nowhere. My dad always like to rouse
me when he thinks he deserves more credit because I
never wanted to have that. It’s actually probably one
of my biggest weaknesses is my lack of mentorship
or learning from others, like I don’t know, I like
being self contained. So I’m not the best person
to ask this question. As a matter of fact, I’m pretty
sucky to ask this question but I have answered it in the past, and I think we’ve touched on
this theme on the show before which is I think you just
got to go and get it, right? Like, and there’s some people
doing it right now like that one dude that wants
to get you fired, Steve. I like that dude’s bravado, he’s like how do I get Steve’s job? And like he e-mailed me, you see what I’m talking about these
last couple of days? – [Steve] Oh yeah.
– Yeah, what’s his name? – [Steve] Did you see my Tweet storm? – Yeah, and so like, you
know, that’s interesting to me because it keeps pounding
me and eventually I’m going to know his name because he’s like I want to be mentored. Now the truth is I’m not
looking for that right now. I don’t feel like I can deliver. I can only deliver a mentorship
through osmosis, right? We as a collective, had
a meeting earlier today and I think the youngsters all
picked up a little something that they’ll use and they’ll
like learn of like how to scale but I don’t want like a
hey, come here Johnny, I going to… I don’t want that. There’s people that do,
and I think the best way to get one is just to keep
asking the 5 to 7 people that you think can
deliver on that for you. Basically get to the point
of a restraining order without going over that line. Sorry Steve, but like
I really believe that. Steve just did this. I really, really believe that. You know, if you’re
listening on the podcast, like you know, Steve
just put palm to head. But I believe that, I think
you have to go and get yours but freak a girl out, you know. You can’t be, like, a stalker. You got to go and ask that
person and you ask them, and the other way to do it is to provide that person value first. The amount of people that
hit me up for mentorship where they hit me up, DRock! Right behind the camera right now. Hey, I want to make a
long form piece of content for you, on me, you know,
Cloud and Dirt, link it up. You know, what that led
to is what we have now. I mean, I’m baffled by
people’s lack of pains. You want something so
amazing from somebody which is their time and their energy and your opening question
to that person is hey, can you give it to me? That is insanity, how do
you provide value, Alex. I mean this whole room is full of… Alex takes a step in a different direction in his entrepreneurial
career, willing to come in as a community manager, show his face! Show this man’s face when this happens. Willing to come in at
entry-level job with the hope that hey, I hope that
I get noticed and then I can get into that inner
circle that Gary has. And when he was noticed and brought in, he said, you know I don’t
want to put you out here, but like, man I can’t
believe this happened so much sooner which, it happened
what, 4 or 5 months in? 3 months in, when he says so much sooner, he was in the, I don’t
want to speak for you, 18 months, 25, when were you going to give up at not getting noticed? – I was never giving up but
a year’s time was my focus. – So he would have gave up after a year. (laughter) But that’s the key, right? Like, he came in and he
wanted to pay it forward and his version of paying it forward and being in my ecosystem
was coming to Vayner, start at the bottom, work
it to the top, you know. And so, you know, you want a mentor? Why don’t you provide
that mentor with so much upfront value that you guilt her or him into mentoring you. – Hey Gary, Sean Bruce here.
– My boy!

Give, give, give and then ask. You keep asking questions, I’ll keep answering them. And welcome to #AskGaryVee. Do you consider yourself
in the VaynerNation? Or do you consider yourself a Vayniac? (typewriter keys clicking) – Ishmael, somebody is very smart. You’ve got me pegged. Absolutely, I’m excited about
building the brand equity of the #AskGaryVee Show so I can have my ambition, and
you’ve probably heard me say this five to 10
times in my career so you might have a leg up from anybody
else who hasn’t heard this. Nothing would excite me more, look, I’ve contemplated
television and other things to build up my profile so
that my keynotes going forward can be me walking into
a auditorium, an event, and just going directly into
Q and A, #AskGaryVee style, because the truth is, that’s where you can bring the most value. If people walk in with context of who I am and my spiel, we can get right to it, which is really bringing the value, which is why this show matters so much. So yes, my friend, the
answer to your question is a big, fat Y-E-S. I’d like the #AskGaryVee Show concept to be my new keynote. Hey everybody, this is Gary Vay-ner-chuk

– [Voiceover] Vernon
asks, “What’s one question “you ask in interviews?” – Vernon, I really like this question. I’m really excited to take a stab at it. I don’t do it every time. I’m not one of these guys who’s like, this is my go-to question, like “When you were 13 and you
went through a forest, and you pick–” I don’t have any of these weird things, but I do always, especially
I think if there’s a lot of momentum in the interview, I love to ask people to tell me, at this moment in time, what they see the professional career becoming. I wanna get into the psychology of what their ambition is and I pretty much spend most of the interview trying to get somebody comfortable enough to tell me the truth to that question. Because I don’t care if
you want to be the CEO of VaynerMedia. If you wanna just be, move a couple levels up and have great work-life balance. I
don’t care if you even want to come here and
work for me for two years, suck out my IP and then
go start your own agency. I don’t care what your agenda is, I just wanna know what it is so
I can help us get there. Because the truth is,
I wanna keep people in my ecosystem forever and the best way to do that is to deliver
to them what they want. And so the quicker I can
get into that insight, are you work-life balance,
are you money hungry, are you title hungry, are you entrepreneur and just coming in here for learnings. I don’t care, I just need to know. The quicker I know and the
quicker it’s the truth, the quicker we can do
things forever together. And so that is usually the essence of the interview question for me. Can I tap through, can I
feel that I’m getting there? Because that gives me a blueprint, a map. Not only that, I have the
self-awareness, and I try to talk to them about this,
that that will change. You know, being a 24 year old dude, 26 year old female, it’s gonna change. You’re gonna fall in love,
your life’s gonna change. Are you gonna start a family? When you make a little bit more money it becomes less interesting. There’s so many different
things that are going on in one’s life. When you make a little money it becomes way more interesting. You get the bug, the blood’s in the water. I don’t care, I just need
the communication funnel and I want it to start from day one, five minutes in to getting
to know each other.

– [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.