– [Mayanmurfee] Ben asks, “What do you think about
recent Omnicom advice to move 25 percent of ad
budgets to online video?” – So for the small businesses
or the entrepreneurs, Omnicom is a big kind
of conglomerate agency in my VaynerMedia world these days and they do a lot of what’s
called working media, the dollars you spend for distribution. Not to create content. Something we do a lot in social channels but not on TV, print, radio,
all that kind of stuff so I just want want to set the
stage for that question. The thing that scares me with that general kind of statement is that when people think of online video, they think about spending five, 10 percent of the overall budget, let’s call it 100 thousand dollars, on the video production, the quality, the stuff and 95 on the distribution and then what they spend on, and maybe up to 80. Maybe 80 to 90. Let’s say 80. I want to be polite here
today in San Francisco because it’s got a little
bit more of a polite vibe than New York. Of that 80 percent, they pounded in right hook form. What does online video
mean to most people? Let me just explain what it means. It’s pre-rolls on YouTube where people tab out and don’t actually consume it. You go to espn.com and a video pops up and takes over 30 seconds of my time which pisses me off. And so what I’m most worried about when I hear people allocating and it’s part of the bigger story which is that people talk about moving TV budgets into other places. My problem is I actually like
live television commercials more than I like banner ads on websites and pre-roll video that’s blocking the user from doing what they want. So this isn’t about
traditional or digital. This is are you bringing value and when I hear move from television and put it into online video, what I know is going on in
actual practitioner world is people are spending
that money on online video that is annoying customers and putting it in places
where they don’t want it versus putting more
percentage of the money on actually creating great video and then figuring out a more native way to distribute it. That being said, Facebook dark post video native to me is a very attractive option, especially if you’ve been seeing it, the audio doesn’t play but if you’re into it, you click it. And so that’s my overall thought, which is that in theory it’s great that we’re moving traditional dollars here but I see a lot of people
misplaying digital. – [mayanmurfee] Laura asks,

– Hi Gary. – Hey man. – I’m Ashish, I’m a co-founder of a startup
company called lawtrades. We’re a market place for legal services. – Love it. – So my question is, you advise startups,
you invest in startups. But when startups become
inherently competitive with other companies. – Yes. – What’s your biggest advice
to stay ahead of the game? Is it just to give more value
than the person behind you or just interested on
your thoughts on that. – You know, I default as an entrepreneur thinking it’s always gonna be competitive. You know, I love when people are like, nobody’s in our space. I’m like great! Because if you’re good, everybody’s gonna be in your space, right. If you figured something
out, you’re gonna have plenty of competitors. You know, to me, it’s a same old game. Like, it’s better execution,
it’s better product, it’s better service,
it’s a better everything that’s actually going
to drive your business. So, I can’t give a blanket answer here. This is why VaynerMedia works in a world of #AskGaryVee and me
putting out content. I can give your general stuff. I’m trying to go deeper
and give you more stuff with this format. But I need to know who
your competitors are. So, for you, your business are they bigger entities with more money? When you’re David, you
don’t play Goliathscape. When you’re Goliath, destroy David. Like, that match-up, it
should have never gotten to the sling shot. Just squish that guy. So, to give the practical advice, it’s gotta be something … Here’s an example, back to depth. Something I’m trying to
challenge myself on this show. Was anybody else surprised as hell that I barely talked about
VaynerMedia for three years. Like, for somebody that’s
always out there promoting you noticed, if you went
to VaynerMedia’s website for the last two, three years. There was like nothing there because I was David. And I needed to make sure
that the bigger agencies didn’t realize how big
I was actually getting. That was my competitive play in a competitive landscape. Now that I’m getting a little bit bigger, I’m getting a little bit more out there. I’m putting myself more out there because I have the leverage
of having more money to hire the best talent or
acquire the biggest clients. So, the answer to your question is completely predicated on where you are in your life cycle versus
your competitor’s life cycle. And what I would tell you is, and here’s where I can give
the most tangible answer though still theoretical, never play the other person’s game. – Got it. – That’s where everybody gets, like oh, that big guy or gal is now running ads. We’re gonna too. Problem, they have ten million dollars. You have $80,000. – Yeah. – You lost.
– Yeah. – And so it’s never playing
the other person’s game. – Cool man. Thanks a lot. – Real pleasure meeting you.

– [Voiceover] Everybody asks:
What do you think of Ello? – Alright, alright,
alright, I get it, I get it. It’s been building, it’s been building. First of all, I’m on Ello, a
lot of people don’t know that ’cause it’s Ello/Vaynerchuk. ‘Cause somebody squatted Garyvee. Give it back, give it back. I think Ello’s got some problems. I think that when you
raise venture capital money like Ello did, 430,000,
or I’m hearing 435. There’s a little bit of a problem there, because they’re gonna have
to build a business model, and so the question becomes, if they’re not gonna sell your data, that means they’re gonna
have to charge you. And so my question for you, and leave it in the comments, this can be the question of the day, along with give me some of the feedback for if you’re gonna pay
four bucks per episode, is, and then critique
the episode, by the way, I wanna make a stake in the ground here, for episode 27, too many
of you are literally answering the questions, and I get all excited
and see what you guys think about today’s episode. Can we have a holistic answer? Especially for you hardcore Vayniacs, and the VaynerNation, can you guys do me a favor? The 150, 400 of you? Can you critique the episodes
and tell me this was, for example, today you’re gonna say, this is by far the best one ever, because you went into such detail, I took a lot out of it. Like, can you give me that, like, your muscles look bigger, can you give me like, critiques? And then you can answer
the question of the day. Today’s question of the
day, jumping in backwards, is will you pay $10 a month for Ello? But like, back into that, look, they’re in a business model, VCs want return on their investment, they didn’t just do it
for kicks and giggles. These guys, gals, people part of the team, they need to build a product
that delivers on that, that is the intent, or at least somewhat, you know, the question becomes, are they gonna charge you for it? Because that’s really the only other angle on a social network to really drive there, and they may come up
with something innovative and God bless them, and
I’m rooting for everybody all the time. My big thing is, people don’t care that you’re selling their data. That’s right, let me say it again. People don’t care, because
the dirty little secret, and we’re gonna look back on
this video in three years, six years, nine years, I’m
gonna look smart again, which is this: we actually
want ads that are targeted. I actually wanna see Lionel
Richie and root beer ads when I’m in the market
for another pair of Pumas or another pair of Nikes
like I normally wear, I want to see sneaker ads. We want to see them, way,
way, way more than you think. And somebody will jump in the comments, three or four of you,
and say “No, no, no!” Cool. Fine. But the data, my gut, my intuition, the things I’m seeing, is we’ll take them if they’re good. Once they stop being ads
and they start being content that’s the forefront of what
I’m trying to push, here. That’s what’s going on back here. When it actually brings you value, and then, oh, okay, it sells you, you know, like sports, like
I actually like sports, no wonder I buy jerseys! Get it? So.
A couple of things. One: I think it’s structured
with some vulnerabilities. Two: This has happened a bunch of times, and we’ve seen this a bunch of times, Despora, all this stuff,
this happens a lot. Three: so far, I’m not
in love with the product, that much, though I do
like that they’re moving, and they’re making changes,
so big ups to that team. My intuition early on is, I don’t know, I don’t see it, like, becoming the next Facebook, by any
stretch of the imagination. That being said, this is
not normally in the process where I draw a line and make a prediction. I’ve many times said, I’m not Nostradamus, I just know when to react, it’s too early for me
to make my final call, I wanna see more behavior. But my intuition is they’re gonna come out and charge you, or do something else, that is gonna turn off a lot of people, not to mention, not as
many people, theoretically, excuse me, too many people, theoretically, like the notion, but then
when it comes to actuality, like, we like a lot of things in theory, but then we don’t act on them. This feels like one of them for me. You heard the question of the day, you just watched the best
episode of this series.

– [Voiceover] William asks: Is there any strategy behind following thousands of people on Twitter? – There’s an absolute strategy to following thousands of people. I employ it. I do not consume content
that much from Twitter, or if I do, I’m thrilled
to get the real stuff along with the emotional stuff. Too many people are utilitarian, it’s black and white. I’m only gonna follow people that put out good content or things that I’m interested in, because you use it as truly
your news consumption, and I think that’s great. As a strategy for a public figure which I am, Z-list, but I am, it’s incredible how much
it means to somebody when I go and follow them. And I’m very flattered by that. And I get it, because I get super pumped if a Jets player, I freaked
out when David Nelson our third, fourth receiver last year, followed me on Twitter, ’cause
it meant something to me. So I understand it, I
have the empathy for that. So what is the strategy? Guys, you’ve been watching a show we’re on 27 now, I’m in the depth game. I love the width game and I
do a lot of strategies for it, but I’m in the depth game. That’s why I’m doing this.
The unscalable. How many minutes late are
we for this taping today? 15? Right? I got real problems right now. Things are popping up on
my calendar right now. I got problems right now because it’s also a heavy Jewish holiday, and I gotta get the hell out of here before the sun comes down, or I’m in big trouble, and I’m trying to squeeze in, but I’m the depth game. I didn’t skip today, I’m taping for you, because I wanna continue to
bring you the stuff you want. And you know what’s the stuff you want? You want me to follow you on Twitter. ‘Cause it feels good. ‘Cause you get to brag around your friends who are also into social media, or the Jets, or wine, and be like Gary Vee followed me! I get this as a consumption. You know, it’s funny, I look at stars, celebrities, they go on red carpets and they run into another star that just bubbled up,
and the one person’s new, so of course they’re a fan of this person, but then they’re like,
“Oh, I’m a fan of you!” and they’re blown away
’cause they’re still fans! We’re all still fans,
no matter who you are. People that are way bigger than me, when they find out that I tweeted them, or favorite something, or
say something about them, they get so crazy, and I’m like, “You? What?” I mean, we’re all fans forever. And so there’s an absolute strategy in following a bunch of people. It is about giving them
something they want. And when you give people
something they want, they appreciate it.

“jab, jab, jab, jab, big right hook “but when it comes to the
mechanics of making sales online “you need identification,
call to action, no? “Both here and on your Facebook post, “you have no links, no email signup. “Do you just trust that with
enough goodwill and trust “people will find your
website/email when it’s time to buy? “If I need my content to drive bookings, “should I not at least
have a link for more info “when people are ready for it? “Thanks, Big G.” – Jayce, you’re lucky you’re
catching me on Episode 22, because my favorite new rookie on the Jets is Jace Amaro, our tight end,
so I’m gonna give you that. Listen, spoken like a real
salesman and I’m a real salesman. I’m a real salesman but you’re not wrong, I’m all about the CTR,
right, the call to action, I’m into that, right, but
at the end of the day, you’re talking about the difference between salesmanship and branding. Anybody can be a good salesman, but being a great brander,
that’s where it gets going. The lift of being a brand,
being a Nike, being a Puma versus just selling a new
sneaker, that’s a big difference and so, tactically you’re correct and I’m sure a lot of
people who watch this think about those things where, “Why didn’t Gary create
a call to action?”, “Why doesn’t he have a pop
up when I land on his website “to collect my email?”, all this growth hacking thing,
as many other people do. The reason, at times, I don’t
do it, ’cause at times I do, and at times, I’m very comfortable
throwing the right hook is because I do believe in the jam, the jab, not the jam, and the jam. I believe that branding matters. I believe that there’s a time and a place. I believe there’s context. In this setting, yes, I do
think that in a 2015 world, people watch this show,
they see that I’m not trying to sell them
anything, I’m bringing value, I’m sitting here during my
favorite time in the world which is Jets parking lot time because I want to put out content and I’m just trying to give the best business advice that I can. And I do believe that when
somebody stumbles across this, yes, there could be a call
to action, and they can click and they can buy, but by
me asking for something like sign up for this or
buy that in this video or in this world of YouTube,
I’m also leaving a way, the situation where that person
can then look at my name, find this interesting,
control copy it, go to Google, search my name, go down a rabbit hole and let me build brand, because I asked, like everybody else out
there, for the quick sale in this context, and
I took away the chance for us to kinda, you know,
it’s kinda like relationships. Because I went to sleep with
that person on the first night, maybe I took away the chance
for us to get married. I, my friend, am playing the long game, the depth game, not the width game. So there’s a time and place
for a call to action, a CTA but that isn’t every single
at bat, every single time, every single channel,
because then you just become a sleazy salesman. Thank you for watching Episode 22,

“If you could teach everyone in the world “one thing you’ve learned,
what would it be?” – Daniel, the two things
I believe in the most are empathy and gratitude, but I don’t think that’s quite teachable. Self-awareness, I don’t
think that’s. (chuckles) This is the best. I don’t think that’s teachable. I think the thing that
I’ve been taught the most through experience that was intuitive, but I think is teachable, is for everybody to pay attention, that the world is really
about depth, not width, right? And so do things that
are meaningful, not wide. I’m just a big believer
in this depth width game. I watch so, listen. A lot of you guys know this. I answered this question
two or three episodes ago. I’m paying attention to you as much as you’re paying attention to me. I may not be engaging and
replying on your posts, or liking your comments, or all those things
the way you are with me because I’m doing it at such
a scale and I’m a busy mother, and even that extra
second is tough for me, but some of you’ve seen me,
especially on Instagram, I’m definitely harding up and
replying and saying thanks. But a lot of you and this why I have so
much passion for it is you guys are still in
the tactics of width. You’re looking for more likes and shares, and like, a lot of right hooks
and you’ve read all my books and you’re like, “Yeah
Gary, you’re right.” And then you’re not doing it. And here I am, busier than all of you. Here I am, busier than all
of you doing this show, providing depth, engaging at scale, replying to your emails when they come in trying to reply at scale on Twitter, maybe not engaging with the
consumption of your content, but definitely replying to when you care and you want to be heard by me, and I’m going deep, deep, deep, while you shake your head
when I talk about deep, but then you go out there and you go wide. – [Voiceover] Edwards asks,

– [Voiceover] Danami asks, “Why are you uploading
the episodes to Facebook “instead of attaching a photo “linking to your website of
the video or using YouTube?” – The reason I’m posting this
video in Facebook natively is because I fancy myself as an expert or someone who at least
wants to be one day an expert in really understanding things like, you know, what the book was written about. Can you get it back there, DRock? – [DRock] Yup.
– Jab, jab, jab, right hook. A lot of you read it. You know that I care about being native, being platform specific. I am seeing data that shows me that if I put the video
in natively and upload it versus linking it to
YouTube or my website, about 20 to 30,000 more
people see the video. I care about them seeing the video. I don’t need to feel good about
where my traffic comes from. I don’t need the vanity of
having more YouTube views. I don’t need to see my
website getting more traffic because I’m gonna sell ads on it. I want people to hear the
answers to the questions. I’m playing the long game. I want to bring value. The more people that see it,
the more value I’m providing, If the feed natively is going to allow me to reach more people, then
that’s what I’m going to do. – Hey Gary, how’s it going? – Just wanted to say
hello and ask you this.

I love the new series. So, for the past 18 months,
I’ve been delivering daily emails to a community
of thousands of women. And this fall, my
startup was getting ready to launch its first product. It’s interactive workshop,
called Victory Rituals, where we flip the morning
routine on its head. As we go from concept to final product, what’s the best way to empower our readers to help us spread the word
about Victory Rituals? Look forward to your thoughts. – You got it, Nicole. I like how you positioned that, Nicole. How could we empower our readers to spread the word. What you mean is, how do we get our readers
that we’ve been able to amass, to spread the word so
we can get more people into our funnel and sell
this thing, which is great, because we are talking
about business here. Two ways, there’s only two ways. And everybody saw lovely
Nicole ask the question. And she was very politically
correct, in my opinion, and structuring it properly. But what you’re basically saying is, I’ve amassed an audience and
now I want to sell them stuff and not only do I want to sell them stuff, because I feel like I’m entitled
to because I’ve given them a bunch of free content on email over the course of these
last couple of months, or year, Nicole, how
you’ve been doing it, plus. But I also want them to not only buy, but then I also want
them to spread the word so other people buy. There’s only two ways to have
the audacity to make that ask. And that’s what that is, my friends. You can be doing a daily email and putting out great content. You could be putting out
a great show, every day. But then you come to that moment. A book, a something. And there’s only two ways to convert. Number one, write a good book. In your case, Nicole, your product needs to be good. Is it worth the $38? Is it worth the $83? Is it worth the $388? Is it worth the $883? There used three and eights in there if anybody was paying attention. So, first and foremost,
the best way to convert and empower them, aka have
them push it on to others, is by putting out something
great that they want to tell other people to use. They valued it more than they paid for it. Number two is good old fashioned honesty. You just need to be
really upfront with them of what you want from them. You want them to share your video. You want them to go to your website. You need to be upfront with the fact that here are the things that you want. And so, for me, it’s
putting out a great product that’s worth the money. And number two, not
hedging your right hook. Just asking for it, like a woman. – [Voiceover] Dan asks,
“What’s your process for vetting clients,
specifically at VaynerMedia?”

– [Voiceover] And Tory
asks, as I launch The Shift in paperback, what were
the three most effective things you did to drive book sales? Tory, thanks for the
question, really was excited to put your question on the show because I just really want the
Vayniacs to know about you, I’m a fan, we’ve done
some events together, good luck with the book. Without knowing the true
contents of the book, though, and everybody will have
to do their own homework on that part, there’s
a couple secrets I have for everybody who wants
to write a book that have really worked for me and
they’re not really secrets they’re actually quite boring. My belief is that you actually
sell your book a year to two before you’re actually selling your book. By providing, by the global
jab jab jab right hooding, here’s an example Tory. I’m actually selling my
fourth book right now. I’m putting out a show
everyday, I’m taking time which is my number one asset, I like time. I like time more than money. I prefer time, wish I
had a watch, over cash. That’s how valuable it is. And here I am taking time
every day out to just answer questions, to provide
value, to give value, to entertain, to give an
answer to make somebody think, to provide value in their
entrepreneurial venture to the people that have
deemed me worth their time, thank you, and so,
you know, I’m selling my fourth book right now
because I’m providing value to a whole new
audience, as a matter of fact, a quick question of the
day, leave in the comments section if you’ve discovered
me because of #AskGaryVee. That’ll be interesting to
see what happens to comments. Please do that if you
are, don’t be a lurker. Okay, I haven’t used
that term in a long time. So that’s number one. Number two, and this
is a big unknown thing to a lot of people. It surprises me how many people have not figured this out. People don’t want more content as much as they want more access. Everybody wants to do book
offers where if you buy three books you can get
a free Ebook or this that more content, right? Get into this. What they want is access. One of the biggest things
that I did Tory that really sold a lot of books for me was give myself to the audience. If you did this many books
or bought this many books I would do this live stream Q and A, I would come to your
school. I would make a video for happy birthday. I
would literally give, sell, the number one thing people want from me, which is more access, and
it’s the thing you want from everybody that you appreciate. You wanna spend more
time with that person. Those are two I’m giving
you, I’m not giving you a third one ’cause those
are the two that matter. – Hey Gary this is Ian Westerman from EssentialTennis.com, I’ve
got a quick question for you

“to determine if what you’re
creating is valuable?” – Michael, for me this is a
really interesting question. It depends, are you talking about, is the content that you’re
putting up valuable, because I talk a lot about that, and you know, that is,
you know, what I use on that criteria is
actually engagment numbers, I mean just raw numbers,
how many people are sharing? How many people are leaving comments? You know, how many people
are watching the video, like that’s a very important, very basic engagement number that helps. But that’s one baseline number. The way I really do it, like overall is how
many people are buying? How many books did I sell, because I provided so many global jabs that you on the other side of this camera felt like you needed to buy it? How many great pieces of content or best buying ability,
or pricing that I put out for the wine that I
sold during Wine Library that made people buy thousands of cases? How good have I built this company that the Fortune 500 companies and the companies that
could afford hiring us, and how often are they hiring
us when we’re pitching? At the end of one day, the way I judge it is by the results that I’m looking for, whether it’s to sell some consulting, whether it’s to sell some books, I know it’s a football, whether it’s to get
people to watch and share. You know how happy it would make me to see every single person
what watched this video share this video? (bell dings) You know, I meant that’s
an important thing to me. Anyway, I didn’t do the
subscribe button last episode,