Here's the Quickest Way to Get What You Want

This episode of the GaryVee Audio Experience is a throwback to a September 2018 visit to London. This keynote has a lot of actionable advice as I explain attention and how to build your brand using the phone in your hand. You'll learn about: The Importance of Posting Content on 7-10 social media platforms How to Grow Your Business using LinkedIn Self Awareness is the Secret Weapon

• 0:01Speaker 00

  Ako ne produkuješ konten koji je smisao za obitelj na ovom dijelu, na 7 ili 8 platforma podcast, LinkedIn, YouTube, Facebook, Instagram, Twitter Ako ne produkuješ konten u formi pisanog, audio, ili video na 7 do 10 aplikacija na ovom dijelu Ako ne ste relevantni na tih 10 aplikacija LinkedIn, YouTube, Twitter, Instagram Ako ne ste, ste fundamentalno ne relevantni u društvu To je vrlo važno da razumijete jer znam da postoje ljudi koji su tu sedieli koji imaju 11 milijun dolarnih uskoda i su superhodni i ne postoje ni na socialnoj mediji Znem to ali što ne učinite u tom je što se događa naredio za mene, što je najvažnije nije danas

• 0:47Speaker 00

  Ja stojim tu i je to nevjerojatno zahvalna za to preuzetje koje sam jednostavno dobila i znajući koliko ste se tu ispravili da mi govore ali vam promijenim kao da se isprijevam tu, sada znam da je sve što sam uradio 1 hodu pred ne relevantno ako sam nešto mogao izraditi Naredje ako začinjem razumijevati grešne decije i ne izraditi počne zatvor svog svega što sam radio i mislim da vam svet razumije da reagiramo mnogo bolje na greške nego na sukcese Razlog zašto vam promijenim da ste ne relevantni ako ne ste tu je da ne mislim da svi tu, uključujem i ja ne učinili koliko više pozornosti je tu Vam promijenim

• 1:33Speaker 00

  ne znao biš što misliš o tehnologiji vaši djevi na iPadu sve dan vi uvijek na telefonu niti ništa ne govori kako misliš o djevima jer ne vodite ljudima i ne gledate ih u oči i sve ostale šta koji demonizira tehnologiju u ovom trenutku način kako interaktično reagiramo s tehnologijom je najvažnije što ćete vidjeti u vašoj životi

• 1:54Speaker 00

  10 anos de depois, todos esses telefones, todas essas plataformas de videogames, todos esses websites, vão parecer como um bêbado e MySpace. Você tem que entender isso, aqui é o porquê. Não há ninguém aqui que esteja muito comprometido com isso, incluindo eu mesmo. Não há ninguém neste teatro, agora mesmo, muito comprometido com isso, incluindo eu mesmo.

• 2:22Speaker 00

  Quando eu digo muito comprometido com isso, o que eu quero dizer? Eu quero dizer que cada pessoa nesta sala precisa dar um passo atrás e entender:

• 2:31Speaker 00

  "Estou produzindo o suficiente fotos, vídeos, palavras escritas, nessas plataformas para alcançar o que eu quero?" E a resposta, e eu vou te dar tempo, é "não" para todos. E para alguém que está publicando 85 pedidos de conteúdo por dia, através de áudio, vídeo e palavra escrita por dia, minha resposta é estagrada "não". Enquanto isso, há pessoas aqui que levam 4 e meio horas para descobrir um post de Instagram perfeito, porque eles querem que pareça bom quando alguém chega no seu perfil.

• 3:03Speaker 00

  É verdade.

• 3:09Speaker 00

  A forma mais rápida de produzir conteúdo, a forma mais rápida de execução, para todos aqui, para obter o que eles estão tentando tirar de aqui hoje, é produzir conteúdo em 10 websites. A forma mais rápida de você obter o que você quer em sua vida é produzir vídeos, fotos e palavras escritas através de Facebook, Twitter, Instagram, LinkedIn, YouTube, podcast, seu site, e-mail, rede de texto, plataforma, ponto. Você sabe o que é louco? Eu literalmente quero dizer agora: "Obrigado, Londres, eu estou fora". É como, eu estou feliz de entrar no mindset, eu estou feliz de te dizer, e se você me segue no Instagram, esse é o lugar onde eu tomei a maior parte do meu conteúdo, eu estou feliz de te dizer que a razão de você não estar produzindo o suficiente conteúdo

• 3:53Speaker 00

  é que, infelizmente, você valoriza as opiniões de outras pessoas mais do que sua própria ambição e felicidade. Que literalmente Pants47 pode deixar um conteúdo que é ruim e que te faz parar de postar. I can go into that, I can go into a million other things, but I make this very clear and obvious. The reason I am just beginning to succeed in my ambitions is because today is the least amount of content that I will produce, because I will produce more tomorrow and more the next day. You have to understand, media dictates everything, right? There's a specific reason that when there is a coup in a country, that the army goes and takes over the TV network and the newspaper.

• 4:38Speaker 00

  Communication is the game. Maybe because of being born in the Soviet Union and raised in the US, I had this paradox of being fascinated by a closed and open system of communication. Maybe because I'm an extrovert and I talk a lot. I don't know why, but something came natural to me my whole life, which is communication. What are the things that make people do things, right? What I'm fascinated by is the democratization of media. What I'm fascinated by is that everybody here... How many people here have been following me for more than one year? Raise your hand. The fact that 90% of this audience knows that all I want you to do is run Facebook and Instagram ads, and you still aren't, makes me want to punch all of you in your fucking face.

• 5:26Speaker 00

  I mean, literally, all I've been asking you to do for the last two years is run Facebook and Instagram ads, and you fuckfaces still aren't.

• 5:35Speaker 00

  And I say this because I put it on film, because I'm gonna run this exact video against you in five years, on some platform, telling you that you missed the golden era of Facebook and Instagram because now it's appropriately priced. And you guys have heard me, if you follow me, say this. I regret that I wasn't able to build my dad's business bigger because I didn't spend enough on Google. I didn't spend enough. I had it figured out. It was called Google AdWords. It was working. Yet I still was doing newspapers and direct mail and radio and television because I didn't understand the context of the moment that I was living in. I didn't have enough experience to know that I bought something so good, so underpriced, so scalable,

• 6:19Speaker 00

  that I didn't squeeze the fuck out of it enough when Google AdWords was the best.

• 6:26Speaker 00

  If you follow me, you've heard me say that Amazon was the number one spender on Google AdWords in those early days, and literally used that underpriced attention to be what they are today. I want you to spend on Facebook and Instagram, because there is a possibility that never in our lives again will you be able to get in front of people at that cost.

• 6:49Speaker 00

  Let me just say it one more time, because I really need you to understand it. This, right now, and this is why I yell at myself, for the 50, or 80, or 100,000 dollars of my own money that I spend on ads on these platforms to continue to build brand, the truth is, I should spend more. And this is not a joke. If I didn't have such a high expense to run my lifestyle, because I have a family that's fancy now...

• 7:16Speaker 00

  Let me make it more basic. If I was single right now, I would literally go move in back with my parents just so I had more money to run on Facebook and Instagram ads. I'm gonna say it one more time.

• 7:30Speaker 00

  We have never lived in a time where brand was this underpriced. Let me explain. What is the biggest difference between me and a lot of people that look like me, or me and the companies that I work with and I get them there? It is the fact that I do branding, not sales. Branding is different than sales. I love when people come up to me like, "Gary, I'm a marketer." I'm like, "Cool. What do you do?" "Well, I am affiliate marketer, and it's, you know, conversion-based, top of the..." I'm like, "You're a salesman, bro." You're not building a brand. You have 747 URLs that you do landing page optimization against, and you convert, and that's amazing. Being an affiliate marketer is amazing,

• 8:14Speaker 00

  other than the fact that it should be called an affiliate salesman.

• 8:19Speaker 00

  Brand is why you buy Nike. Brand is why everybody who's wearing jewelry and watches right now are wearing what they're wearing because they bought on brand, not somebody cookie them on Instagram and remarketed to them and then they bought that watch, for the most part. And so, I brand, and why I love brand is because it's in perpetuity. When you build a brand, you can play on that brand for a very, very, very long time. Why Facebook and Instagram are special, and more special than Google is, is in Google's heyday. It was not that I was building brand for Wine Library, I was building sales, because when you go on Google, all of our businesses are the same because there are blue letters

• 9:02Speaker 00

  on a landing page that you click. Brand is when your pictures and videos look different in a feed. Look, I think I'm coming out of the gate in this talk, and I'm gonna macro it up in a minute, but I'm coming out the gate in this talk very tactical about the details. In all my rah rah and fuck what people say, and self-esteem, and all the mental shit that I believe in tremendously, because that's what gives you the engine. You know, you're not gonna execute shit if you're depressed or insecure. So like, I believe in it, but I'm putting it on a shelf, UK. I'm putting it on a shelf with you right now, because an event that is so heavily marketed

• 9:44Speaker 00

  against me, knowing that you've heard a lot of this, I need one thing. I need two people to leave here who've been hearing me pound them in the fucking face about running ads on these two platforms, to finally say, "Fuck, it's enough, I'm gonna do it." And, and watch this, this is very, very important, and please, don't bullshit, raise your hands. How many people here have run Facebook and Instagram ads and it has not worked for their business? Raise your hands. Raise it high. Me too, because not every execution works.

• 10:18Speaker 00

  Not every execution works. It doesn't mean it's not ROI positive. The ROI of a basketball, for me, is zero dollars. It's a billion for LeBron. Just because you didn't execute Facebook or Instagram properly doesn't mean it doesn't work. It means you suck. Attention is like real estate. When Malibu beachfront property or property and buildings in shortage 20 years ago go up for the market and you buy it at the right price and then the market changes, you win. The attention on this device and the platforms is going to change very soon.

• 10:59Speaker 00

  You are a very unique group of people that feel that the pied piper of this opportunity is worth spending an afternoon with, or two days, or an hour, what have you. It devastates me that you even pay attention to me at all and don't execute on the biggest gift that I'm trying to give you. Just because somebody has 800,000 followers on Instagram and you pay them a thousand bucks and somebody else has 40,000 and they want a thousand bucks, I'm surprised how basic people are and they think the 800,000 is the better deal. I understand, it makes sense, the math is pretty clear, but a good affiliate marketer can tell you the conversion's gonna really matter.

• 11:43Speaker 00

  If you're trying to sell something, whether it's a service or a product, I couldn't push you harder to get into the culture of DMing influencers that you think may represent your brand properly or just have big audiences and start asking them what they would want for them to post about your B2B SaaS product, or your new app, or your hula hoop, or your fucking cool t-shirt, or whatever it may be. All I ever think about, I'm very basic, I keep shit super simple on supply and demand, I overlay attention and then culture what's happening in it and that becomes me and I will always do that. No question, the other territory that I'm completely blown away by is influencers.

• 12:25Speaker 00

  Super underpriced, potentially super overpriced, but not allocating a couple hundred bucks, a couple thousand bucks, tens of thousands of bucks depending on the size of your business, and putting it into that tunnel and that funnel and tasting it for yourself is a huge missed opportunity. Huge.

• 12:47Speaker 00

  Let me talk about another execution. I'm really excited about how tactical I'm getting today. Pre-roll YouTube. How many people here consume videos on YouTube? Raise your hands. Cool. Pre-roll YouTube. There's a way for you to segment and target people based on what they searched on Google and then pre-roll them based on what they're doing on YouTube. Meaning, there's a segmentation that allows you to target every single person that searched open houses in downtown London. If you're a real estate agent selling in downtown London and he's searching open houses

• 13:27Speaker 00

  in downtown London, but then four hours later, he goes to watch Arsenal videos on YouTube, your pre-roll can show up first based on the context and data that that person created in YouTube search. It is one of the unbelievably strong brand and sales executions in the game, and you should literally go home and Google, because I don't know what Google's proper terminology is of this segmentation. How do I segment based on Google search as a pre-roll YouTube ad? Verbatim that. How do I search, pre-roll YouTube ads based on Google search queries? If you're willing to unbelievably work and understand how the ads work, and unbelievably

• 14:08Speaker 00

  work, and understand how the pictures, videos, and written words work, you will hit pay dirt, mainly on the back of what I did earlier when I said, "Hey, for everybody that's got it, wasn't it so weirdly easy?" The answer is yes. The attention is just so grossly underpriced. And it won't be. And so, I'm passionate, as you can tell, and I'll tell you something. How many people here actually have been... How many people here have been following me for more than seven years? It shouldn't be a lot, but I want to see it. Raise your hands. So for the 20 or 30 of you, you know, I got quiet in 12, 13, 14, 15. Like, I was quiet. There wasn't content. Wine was done. I wasn't making business videos, like, once or twice a year, a keynote from a talk, because I was doing a little talking.

• 14:50Speaker 00

  I got quiet, because there was nothing to yell about. Thanks, guys, for listening. Please, please, please, share the podcast and make sure you've subscribed, because a bunch of you aren't subscribed. And more importantly, a bunch of you listen every day and haven't told your friends. It's the best podcast in the world. I'm watching. Have a great day.