A few years ago, I began to observe something in my own behavior that made me a bit uncomfortable.
00:00:17
And that was that from the moment that I woke up to the end of the day, my life was a series of screens. I started the day with the thing that woke me up first thing in the morning, my phone, and so I sat there in bed watching various cooking videos on Instagram and bouncing around between a bunch of different applications.
00:00:37
But then it was time to get out of bed and cook breakfast, and so the thing that I focused then on, in addition to the omelette in the pan, was the iPad that was right next to the oven. And then it was time to do some work, and so I went to a different screen which was attached to another screen itself. All the while, this little devil on my wrist was tapping and beeping and blooping and distracting me as I was trying to get important stuff done.
00:01:08
But there was one particular offender out of all of these different devices that I wasted more time on than anything else.
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That was this dastardly thing: my phone.
00:01:21
I could spend hours on this thing every single day.
00:01:25
And so I decided to essentially, for all intents and purposes, get rid of the thing for a month. As an experiment, I thought, “I’m going to live on this thing for just 30 minutes every single day at a maximum.” And so this is the amount of time I have for maps, this is the amount of time to call my mother, this is the amount of time I have for everything that I could possibly want to do, to listen to music, to listen to podcasts, and I observed what happened during this time.
00:01:53
It took about a week to adjust downward into a new, lower level of stimulation, but once I did, I noticed that three curious things began to happen. First, my attention span grew. It was like I could focus on things, not effortlessly, but with much more ease than I could before this experiment started.
00:02:20
In addition to this, though, as I was going about the world and especially when my mind wandered a bit, I had more ideas that my mind arrived at, and on top of this, I had more plans and thoughts about the future.
00:02:36
Getting rid of one simple device led to these three effects. Why? Noticing this a few years back led me on this long journey to get to the bottom of what it takes to focus in a world of distraction.
00:02:55
I pored over hundreds of research papers from front to back at my office. I don’t know if you’ve ever watched one of those crime shows where somebody’s solving a murder. And so they have this big Bristol board, and there’s string attached to papers attached to memos attached to newspaper clippings – this is like what the state of my office was. I flew out to meet experts around the world who study focus; I conducted more experiments on myself until the point I had 25,000 words of research notes about why this is the case.
00:03:25
How does technology influence our attention and our ability to focus? I want to start with the attention spans that we have.
00:03:37
This is how we pay attention to the world around us and how much control we have over our focus.
00:03:43
The research around this particular area is fascinating.
00:03:47
It turns out that when we do work in front of a computer, especially when our phone is nearby, we focus on one thing for just 40 seconds before we switch to doing something else, and when we have things like Slack open as we’re doing some work, this lowers to 35 seconds.
00:04:09
But the reason that this is the case is not what we might think, after looking at the research.
00:04:14
We think the problem is that our brains are distracted. But after looking at the research, this is what I’ve come to know as a symptom for the deeper problem, which runs much more deeply – it’s the root cause of this distraction.
00:04:30
It’s not that we’re distracted; it’s that our brains are overstimulated.
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It’s that we crave distraction in the first place.
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Our brains love these tiny little nuggets of information and social media and email and these things that we do over the course of the day.
00:04:49
There’s even a mechanism in our mind called the “novelty bias,” by which our mind rewards us with a hit of dopamine, one of those wonderful pleasure chemicals, the same one we get when we eat and order a whole medium pizza from Domino’s, you know, the same one that we get when we make love.
00:05:07
We get that same stimulation when we check Facebook. We get this dopamine coursing through our mind. And so we not only crave distraction, but our mind rewards us for seeking out and finding distraction in the first place.
00:05:24
So, this is the state of our minds today. We’re at this hyperstimulated state where we bounce around between these bunch of different objects of attention that are very, very stimulating for our mind.
00:05:38
And so I thought, “Okay, if the phone had this impact on my attention span, what if I lowered how stimulated I was even more, still?” And so, you know, this feeling that we experience when we go from being in a state of high stimulation into a state of low stimulation, it has a name. That name is called “boredom,” (Laughs) you know, this restlessness that we feel when we have this super busy week and then we’re lying on the couch on a Sunday afternoon, thinking, “Alright, well, what am I doing now?” So, I put out a call to the readers of my website and I asked them, “What is the most boring thing that you can think of doing? I’m going to make myself bored for an hour a day, for a month.” And so I did some stuff that I still am upset about from my readers, to this day.
00:06:28
Day one, I read the iTunes terms and conditions for one hour. (Laughter) It’s actually shorter and more readable than you might think.
00:06:36
Day four, I waited on hold with Air Canada’s baggage claims department. It’s very easy – This is the trick: if you want to make yourself bored, don’t call the reservations department, call the baggage claim people because you’re going to wait hours, if you ever get through at all. Day 19, I counted all the zeroes that I could in the first 10,000 digits of pi. Ugh. Day 24, I watched a clock tick, tick for one hour.
00:07:07
And 27 other activities this month. Jeez. I still think back. But curiously, I noticed the exact same effects as I did during the smartphone experiment.
00:07:21
It took about a week for my mind to adjust downward into a newer, lower level of stimulation, and this maps, curiously, on top of research that shows that it takes our mind about eight days to fully calm down and rest, like when we’re on vacation, as an example.
00:07:38
Our vacations need to be longer than they are today.
00:07:41
But I also noticed that my attention span expanded. I was able to focus even more effortlessly because I wasn’t surrounded by fewer distractions, but my mind was so much less stimulated that it did not seek the distraction in the first place.
00:07:59
But the fun part were these ideas and plans that struck me that didn’t before, and the reason that this is the case is because my mind had a chance to wander more often.
00:08:12
There’s a great quote that I love that you might be familiar with from J. R. R. Tolkien, where he says that “not all those who wander are lost,” and the exact same thing is true, it turns out, with regard to our focus, with regard to our attention.
00:08:29
If you think back to when your best, most brilliant ideas strike you, you’re rarely focused on something.
00:08:38
Maybe this morning you were taking a shower, or maybe some morning in the past, and then your mind had a chance to connect several of the constellations of ideas that were swirling around in your mind to create an idea that would never have materialized otherwise if you were focused on something else, on your phone, for example. This is a mode, especially when we do this deliberately, when we deliberately let our mind wander; I call this mode “scatter focus.” And the research shows that it lets our mind come up with ideas, it lets our mind plan because of where our mind wanders to. This is fascinating.
00:09:17
It turns out that when we just let our attention rest, it goes to three main places: We think about the past, we think about the present, and we think about the future.
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But we think about the past less than we might think, only about 12% of the time, and often we’re recalling ideas in these thought-wandering episodes.
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But the present, which is a much more productive place to wander – we wander to think about the present 28% of the time.
00:09:50
And this is, you know, something as simple as you’re typing up an email and you can’t find a way to phrase something because it’s very delicate, maybe it’s political, you go and walk to another room, to another room of the house, the office, and the solution hits you because your mind had a chance to approach it and prod at that problem from different directions.
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But here’s the thing: our minds wander to think about the future more than the past and the present combined.
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Whenever our mind is wandering, we think about the future 48% of the time.
00:10:23
This is why when we’re taking a shower, we plan out our entire day, even though it hasn’t started yet.
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This is called our mind’s prospective bias, and it occurs when our mind wanders. If you’re good with math, or maths, I should say – not in Canada anymore – these numbers don’t add up to 100.
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It’s because the rest of the time, our mind is dull, it’s blank, or it doesn’t have an idea inside of it that is rooted in time.
00:10:52
But whatever it is for you that lets your mind wander, something that’s simple, something that doesn’t consume your full attention. Mine happens to be something that is not necessarily stereotypic of my age and gender demographic, but I love to knit. Knitting is one of my favorite hobbies; I knit in planes, I knit on trains, I knit in hotel rooms.
00:11:15
I was knitting in the hotel room before this event today because it helps calm you down, it helps settle your nerves.
00:11:22
And I come up with so many ideas when I knit, I have a notepad next to me. But whatever it is for you – it might be taking that extra long shower, it might be taking a bath, upgrading your shower to a bath so you can soak not just with your body but with your ideas as well.
00:11:39
It could be simple; if you’re at work walking from one room to another in the office – very simple change – but if you don’t use your phone during that walk, your mind will go to the meeting that you’re about to attend, it’ll go to the call that you were just on, it’ll wander to the ideas that are circulating, and it’ll make you more creative in this way.
00:12:02
It could be something as simple as waiting in line and just, I don’t know, waiting in line. It could be getting a massage. You know, whatever it is that lets your mind – I love this picture so much – (Laughter) whatever you love doing. Here’s a pro tip: Ask your masseuse to let you have a notepad in the session because ideas always come to you and you’re always incubating things, so capture them so you can act upon them later.
00:12:30
But I think, after doing this deep dive into the research, we need to make two fundamental shifts with regard to how we think about our attention. We think that we need to fit more in – you know, there’s all this talk about “hustling.” I’m an anti-hustler. I’m one of the laziest people you’ll ever meet, and I think that’s what gives me so many ideas to talk and write about. We don’t need to fit more in. We’re doing enough; we’re doing too much.
00:12:58
We’re doing so much that our mind never wanders anymore. It’s sad. This is when our best ideas and plans come to us. We need more space.
00:13:09
If you look at what allows traffic to move down a highway, what allows it to move forward isn’t how fast cars are moving, as you might expect, it’s how much space exists between the cars that allows traffic to move forward.
00:13:26
Our work and our life are the same way. The second shift: we like to think of distraction as the enemy of focus. It is not.
00:13:37
It is a symptom of why we find it difficult to focus, which is the fact that our mind is overstimulated.
00:13:46
I have a challenge for you. It’s a two-week challenge, but it’s a challenge to make your mind a bit less stimulated and simply notice: what happens to your attention? How many ideas do you get? How does your focus change? How many plans do you make? So, for two weeks, make your mind less stimulated. There are so many great features on phones, on devices that’ll let us eliminate a lot of the time we waste on our devices. Use those features, not only to become aware of how you spend your time but how you can spend less so you have more ideas. Have a disconnection ritual every evening. One of my favorite daily rituals: I disconnect from the Internet completely from 8pm to 8am.
00:14:28
My fiancée and I, we have a weekly disconnection ritual, a technology Sabbath every Sunday, so we can disconnect from the digital world and reconnect with the physical world, the real, actual world.
00:14:43
Rediscover boredom – you don’t have to do it for an hour. Please don’t call Air Canada. It’s just a world of hell. But rediscover boredom, just for a few minutes. Lay on the couch, and where does your mind go? And scatter your attention.
00:14:57
You’ll find some remarkably fruitful things in that attentional zone.
00:15:06
If there’s one thing that I have found to be true after doing this deep dive into this world on how we focus, it’s that the state of our attention is what determines the state of our lives. If we’re distracted in each moment, those moments of distraction and overstimulation build up and accumulate to create a life that feels more distracted and overwhelming, like we don’t have a clear direction.
00:15:32
But when we become less stimulated, when we make our mind more calm, we get the benefits of added productivity and focus and ideas and creativity, but we also live a better life because of it. Thank you so much. (Applause) a few years ago I began to observe something in my own behavior that made me a bit uncomfortable and that was that from the moment that I woke up to the morning that to the end of the day my life was a series of screens I started the day with the thing that woke me up first thing in the morning my phone and so I sat there in bed watching various cooking videos on Instagram and bouncing around between a bunch of different applications but then it was time to get out of bed and cook breakfast and so the thing that I focused then on in addition to the omelette in the pan was the iPad that was right next to the oven and then it was time to do some work and so I went to a different screen which was attached to another screen itself all the while this little devil on my wrist was tapping and beeping and blooping and distracting me as I was trying to get important stuff done but there was one particular offender out of all of these different devices that I wasted more time on than anything else that was this dastardly thing my phone I could spend hours on this thing every single day and so I decided to essentially for all intents and purposes get rid of the thing for a month as an experiment I thought I’m gonna live on this thing for just 30 minutes every single day at a maximum and so this is the amount of time I have for maps this is the amount of time to call my mother this is the amount of time that I have for everything that I could possibly want to do to listen to music to listen to podcasts and I observed what happened during this time it took about a week to adjust downward into a new lower level of stimulation but once I did I noticed that three curious things began to happen first my attention span grew it was like I could focus on things not effortlessly but with much more ease than I could before this spearmint started in addition to this though as I was going about the world and especially when my mind wandered a bit I had more ideas that my mind arrived at and on top of this I had more plans and thoughts about the future getting rid of one simple device led to these three effects why noticing this a few years back led me on this long journey to get to the bottom of what it takes to focus in a world of distraction I pored over hundreds of research papers from front to back my office I don’t know if you’ve ever watched one of those crime shows where somebody’s solving a murder and so they have this big bristol board and their string attached to papers attached to memos attached to newspaper clippings this is like what the state of my office was I flew out to meet experts around the world who study focus I conducted more experiments on myself and tell the point I had 25,000 words of research notes about why this is the case how does technology influence our attention and our ability to focus I want to start with the attention spans that we have this is how we pay attention to the world around us and how much control we have over our focus the research around this particular area is fascinating it turns out that when we to work in front of a computer especially when our phone is nearby we focus on one thing for just 40 seconds before we switch to doing something else and when we have things like slack open as we’re doing some work this lowers to 35 seconds but the reason that this is the case is not what we might think after looking at the research we think the problem is that our brains are distracted but after looking at the research this is what I’ve come to know as a symptom for the deeper problem which runs much more deeply it’s the root cause of this distraction it’s not that we’re distracted it’s that our brain are over stimulated it’s that we crave distraction in the first place our brains love these tiny little nuggets of information and social media and email and these things that we do over the course of the day there’s even a mechanism in our mind called the novelty bias by which our mind rewards us with a hit of dopamine one of those wonderful chemical is your chemicals the same one that we get when we eat and order a whole medium pizza from dominos that you know the same one that we get when we make love we get that same stimulation when we check facebook we get this dopamine coursing through our mind and so we not only crave distraction but our mind rewards us for seeking out and finding distraction in the first place so this is the state of our minds today we’re at this hyperstimulated state where we bounce around between these bunch of different objects of attention that are very very stimulating for our mind and so I thought okay if the phone had this impact on my attention span what if I lowered how stimulated I was even more still and so I’ve you know this feeling that we experience when we go from being in a state of high stimulation into a state of low stimulation it has a name that name is called boredom you know this is restlessness that we feel when we have this super busy week and then we’re lying on the couch on a Sunday afternoon thinking what am i doing so I challenged I put out a call to the readers of my website and I asked them what is the most boring thing that you can think of doing I’m gonna make myself bored for an hour a day for a month and so I did some stuff that I still upset about from my readers to this day day one I read the iTunes terms and conditions for one hour it’s actually shorter and more readable than you might think day four I waited on hold with Air Canada’s baggage claims department it’s very easy this is the trick if you want to make yourself bored don’t call the reservations department called the baggage claim people cuz you’re gonna wait for hours if you ever get through it all day 19 I counted all the zeros that I could in the first 10,000 digits of pi day 24 I watched a clock tick tick for one hour and 27 other activities this month geez I still think back but curiously I noticed the exact same effects as I did during the smart phone experiment it took about a week for my mind to adjust downward into a newer lower level of stimulation and this Maps curiously on top of research that shows that it takes our mind about eight days to fully calm down and rest like when we’re on the vacation as an example our vacations need to be longer than they are today but I also noticed that my attention span expanded I was able to focus even more effortlessly because I wasn’t surrounded by fewer distractions but my mind was so much less stimulated that it did not seek the distraction in the first place but the fun part were these ideas and plans that struck me that didn’t before and the reason that this is the case is because my mind had a chance to wander more often there’s a great quote that I love that you might be familiar with from j.r.r tolkien where he says that not all those who wander are lost and the exact same thing is true it turns out with regard to our focus with regard to our attention if you think back to when your best most brilliant ideas strike you you’re rarely focused on something maybe this morning you were taking a shower or maybe some morning in the past and then your mind had a chance to connect several of the constellations of ideas that were swirling around in your mind to create an idea that would never have materialized otherwise if you were focused on something else on your phone for example this is a mode especially when we do this deliberately when we deliberately let our mind wander I call this mode scatter focus and the research shows that it lets our mind come up with ideas it lets our mind plan because of where our mind wanders to this is fascinating it turns out that when we just let our attention rest it goes to three main places we think about the past we think about the present and we think about the future but we think about the past less than we might think only about 12% of the time and often the time were recalling ideas in these thought wandering episodes but the present which is a much more productive place to wander we want her to think about the present twenty-eight percent of the time and so this is you know it’s something as simple as you’re typing up an email and you can’t find a way to phrase something because it’s very delicate maybe it’s political you go and walk to another room you go to another room of the house of the office the solution hits you because your mind had a chance to approach it and prod at that problem from different directions but here’s the thing our minds wander to think about the future more than the past and the present combined whenever our mind is wandering we think about the future 48% of the time this is why when we’re taking a shower we plan out our entire day even though it hasn’t started yet this is called our minds prospective bias and it occurs when our mind wanders if you’re good with math or maths I should say not in Canada anymore these numbers don’t add up to 100 it’s because the rest of the time our mind is dull it’s blank or it doesn’t have an idea inside of it that is rooted in time but whatever it is for you that lets your mind wander something that’s simple something that doesn’t consume your full attention mine happens to be something that is not necessarily stereotypic of my age and gender demographic but I love to knit knitting is one of my favorite hobbies I knit in planes I knit trains I knit in hotel rooms I was knitting in the hotel room before this event today cuz it helps calm you down it helped settle your nerves and I come up with so many ideas when I knit I have a notepad next to me but whatever it is for you it might be taking that extra long shower might be taking a bath upgrading your shower to a bath so you can soak not just with your body but with your ideas as well could be simple if you’re at work walking from one room to another in the office very simple change but if you don’t use your phone during that walk your mind will go to the meeting that you’re about to attend it’ll go to the call that you were just on it’ll wander to the ideas that are circulating and it’ll make you more creative in this way it could be something as simple as waiting in line and just waiting in line it could be getting a massage and whatever it is that lets your mind I love this picture so much whatever you love doing ask here’s a protip ask your masseuse to let you have a notepad in the session because ideas always come to you and you’re always incubating things and so capture them so you can act upon them later but I think after doing this deep dive into the research we need to make two fundamental shifts with regard to how we think about our attention we think that we need to fit more in you know there’s all this talk about hustling I’m an anti hustler I’m one of the laziest people you’ll ever meet and I think that’s what gives me so many ideas to talk and write about we don’t need to fit more in we’re doing enough we’re doing too much we’re doing so much that our mind never wanders anymore it’s sad this is when our best ideas and plans come to us we need more space if you look at what allows traffic to move down a highway what allows it to move forward isn’t how fast cars are moving as you might expect it’s how much space exists between the cars that allows traffic to move forward our work and our life are the same way the second shift we like to think of distraction as the enemy of focus it is not it is a symptom of why we find it difficult to focus which is the fact that our mind is over stimulated I have a challenge for you it’s a two-week challenge but it’s a challenge to make your mind a bit less stimulated and simply notice what happens to your attention how many ideas do you get how does your focus change how many plans do you make so for two weeks make your mind less stimulated there are so many great features on phones on devices that let us lemonade eliminate a lot of the time we waste on our devices use those features not only to become aware of how you spend your time but how you can spend less so you have more ideas have a disconnection ritual every evening one of my favorite daily rituals I disconnect from the internet completely from 8 p.m. to 8 a.m. my fiance and I we have a weekly disconnection ritual a technology Sabha every Sunday so we can disconnect from the digital world and reconnect with the physical world the real actual world rediscover bort you don’t have to do it for an hour please don’t call our Canada it’s just a world of help but rediscover boredom just for a few minutes lay on the couch and where does your mind go and scatter your attention you’ll find some remarkably fruitful things in that attentional zone if there’s one thing that I have found to be true after doing this deep dive into this world on how we focus it’s that the state of our attention is what determines the state of our lives if we’re distracted in each moment those moments of distraction and over stimulation build up and accumulate to create a life that feels more distracted and overwhelming like we don’t have a clear direction but when we become less stimulated when we make our mind more calm we get the benefits of added productivity and focus ideas and creativity but we also live a better life because of it thank you so much [Applause]

00:00:00
this is funny I didn’t do it on this trip but sometimes when I fly and I have to fill out custom forms when it says occupation I write firefighter that’s how I feel an entrepreneur is you’re always ready for another fire whether it’s two o’clock in the morning or 9:30 you have to be ready and I don’t struggle with that because I’ve been practicing it my whole life which is why I fear when people try to become entrepreneurs because it’s cool now I’m worried about that because it’s very hard every single day I lose and unless you’re good at that you will not like entrepreneurship you got your perspective [Applause] [Music] Brazil how are you good so I’m gonna do about 40 minutes up here then I’m gonna actually I asked them if we could do some Q&A so we’ll do some questions and then we’re gonna do a fireside chat so first of all I’m just very flattered to be here thank you for having me for the people in this room that don’t know who I am I was born in the Soviet Union came to America when I was a three-year-old child very tough upbringing we were very poor when we first came to America I lived in a one studio apartment with seven of my family members my parent my dad worked all the time and so it was a very rough upbringing not a lot of entitlement didn’t have a lot of stuff my natural state was to be an entrepreneur even at six seven years old I was already shoveling snow you know washing people’s cars selling juice and lemonade in candy it was always to do a hustle somewhere along that time in New Jersey sports cards became a very big thing in America baseball cards American football cards and I started collecting them and by the time I was 13 14 years old I was making one two three thousand dollars a weekend as a 13 year old child which you can imagine feels like you’re a millionaire eventually my dad worked very hard and saved all his money and he bought a small liquor store in New Jersey I was forced to work in that store and that is really where I started my real career I fell in love with the idea of knowing that a lot of people in America collected wine and that was what kind of connected me to my family business the part of the story that gets interesting for this room is what happens next knowing that there’s a lot of entrepreneurs in here knowing there’s a lot of small businesses a lot small business agencies what really enables me the great flattering nature to be in this room is the fact that my entire career was based on how do I build something with not a lot of money you know we live in a world right now where a lot of people and how many by show of hands how many people in this room are entrepreneurs and have their own business raise your hands raise it high thank you so if we can keep the lights on that’d be amazing I love that um so for me what’s interesting about all those hands that are up is I’m older you know I’m 43 about to be 44 next week and when I grew up the idea of raising capital was extremely foreign one of the most interesting things being an American businessman when I travel nationally internationally in other places the world is everybody is so caught up with raising money for their startup this has become an entire generation of hands in the air that think about raising capital and appeasing venture capitalists and investors not actually building a business and not having the focus there and to me this is very interesting because it’s led to a lot of very different behavior for me everything was always about how do you make money and that’s what you invest back into your business not how do you raise capital when I started my current company vaynermedia which is an advertising agency I started it in the conference room of another company because I had no money and I wasn’t gonna raise money for the business I was just gonna find my first client use those dollars and just keep reinvesting it took longer but longer was it strength I think one of the most important words for me to communicate in this talk today by far is patience I promise you no matter what you’re doing in this room and especially as I look around this room first of all everyone’s uncomfortably attractive and number two and number two but more importantly this is quite a young audience and I think the reality is the thing that I spend most of my time on is trying to get people to understand that patience is a very important variable of success and more importantly that I believe the far majority of people in this room do not have a great relationship with time I am fascinated by people in this room who are stressed at the ages of 18 and 22 and 25 and 29 like they’re running out of time how many people by show of hands are under 30 years old so for me as you can imagine when I see all those hands go up you can put your hand down yeah you’re good okay good when I see all those hands go up and I know in my mind with the way that modern medicine and technology is going that the far majority of this room is gonna live for another 80 years it really gets me excited / concerned when people want their business to be huge next year the quicker you want it the more vulnerable you are the quicker you want it the more vulnerable you are and what has been very fascinating for me is even though on YouTube and Instagram and maybe some of the places you guys see me maybe my energy is high maybe my style of communication is fast but my business actions are extremely slow and so what business actions that lead to slowness lead to is a couple things one the far majority of my career I had no money so I had to always look for places where you could get a lot more for less what I look for in the digital world this world is organic reach when I think about organic reach and when I think about organic attention as my slide says up here I day trade attention for me every day I look at the data both in the analytics and in the culture conversations to try to figure out where should I mark it I promise you one thing my friends no matter what you do in this audience no matter what your ambition is the one thing that combines all of us whether we’re starting tomorrow whether we’re an employee whether we have a huge company or haven’t even started and are starting next year the one requirement for all of us is to have somebody’s attention before you can sell anything you need somebody’s attention then what you say in the written word in audio or in video becomes the variable if you are successful the reason I follow attention is if there was nobody in here right now and I was giving this talk I would have no potential to achieve what I want at the same token with all of you in this room what I talk about for the next hour and a half is the variable of my success there are many of you here that don’t know who I am you’ll leave with opinion there’s many people who do know who I am and you’re either gonna like me more or like me less completely predicated on the content that I put out I spend my life in a very basic mind frame and if you look at the politics of your country my country if you look at the businesses it’s all one very simple game do you understand where the people are and they’re consuming and do you understand how to do the written words the audio or the video to put in those platforms this is how it’s always been television radio print outdoor billboards it’s always been the same game where is the attention the eyes and the ears and what is our capability to put content in it now here’s where it gets different this thing is fucking crazy this thing is unbelievably underestimated we in this room take this for granted the power of a phone in today’s world is remarkable the fact that every one of us are sitting here with the internet in our hands right now is actually remarkable for he liked me at 43 years old when I was 28 I could not leave the office or my home and have the internet in my hand when I was thirty you have to understand how big of a deal that is you have to understand how quickly this is all happening whether it’s whatsapp or YouTube or Instagram or tic toc or Twitter the fact that these platforms sit on top of this device and they’re accessible right now the fact that there are tons of people right now with a phone recording this talk and then have the ability to post it my friends from Brazil to New York to London to Shanghai the human race has not quantified how substantial this shift of the internet has become and I tell you this and I start my talk here today with this because here’s the real honest truth about how the game of life and definitely business is played the quickest way to be happy in life let alone business is to be 100% accountable the quickest way to be unhappy is to blame if you really understood the last five to seven minutes of what I just said the fact that how many people here have a cellphone raise your hands good every single person here fundamentally is not allowed to have an excuse because of the power of what’s in your hand of course there’s family dynamics of course there’s tragedies of course there’s government involvement of course there’s a million reasons but the reality is we have never lived through a time where people at scale had so much opportunity when I do the homework on the Brazilian market and I see the cost for a YouTube ad or an Instagram ad and I see how low it is when I see how much still unbelievable untapped potential on LinkedIn and tick tock and other platforms are for organic reach where you have to spend no money none and you can get awareness the fact that podcasting is exploding in this country and the cost to start a podcast is to just record it on your phone and upload it the thing that I’ve become unbelievably fascinated by is I know in this room the single reason whatever is not happening for you is your ability to say no before you’ve tried that to me is unbelievable what’s unbelievable to me is it’s as simple as this if you are capable of writing words recording videos on your phone or recording your thoughts in audio on your phone your business can grow your idea can be flourished your personal brand is an influencer your advertising shop trying to get more customers whatever you you want to be the governor you want to be a YouTube celebrity the reality is the cost is zero the mindset is the tricky part 90% of this audience does not post as often as they should on these platforms because they worry about the judgement of their family or strangers this is a very very very fascinating dilemma in our society there are people who are not posting I mean look how many people here to follow my content give me a sense raise your hands thank you so for the hands that went up you know what you’re gonna get from me today I’m very consistent I’m you can I’m sure you’re in your head knowing every word I’m about to say as I start a sentence I’m incapable of talking about something I don’t believe in you know the nuances are different obviously Twitter doesn’t play in this country the same way it does in the US right tick tocks moving quicker in Asia and the US than it is in other places LinkedIn’s acting a little bit different here what’s up has higher growth here than it does in the US there’s nuance differences but my friends this is not about America or Brazil this is about human beings in America in Brazil in China people worry about their parents opinion in America in Brazil in China people care about strangers making fun of them in the comments in America in Brazil in China the opportunity to build your business or your personal brand has never been easier easier people see more people doing it and they think they’re too late the real answer is 99% of the people in here do not have the patience and stomach to actually achieve it they want it so fast my friends I did Wine Library TV on YouTube in 2006 excuse me 2007 to 2010 for 35 minutes a day five days a week I would stay up and work on Twitter for four or five hours looking for people who were talking about wine and for three years every day very little happened for me very little people now start an Instagram account post for six weeks and give up because they’re not getting enough followers we have become remarkably impatient we’ve become remarkably entitled and so the reality is is the following tactically tactically how many people here are b2b companies they have an agency servicing clients or some of the major you’re in a b2b business raise your hands for everybody that raised her hand you must you must do one of two things consistently starting tomorrow number one start a podcast in your industry you must start a podcast go on LinkedIn go into your inbox and email 25 50 people and ask them to be guests on your show and number two you must attack LinkedIn more I think people very much underestimate how much is happening there in this market I did the homework it’s there it you know don’t see it because not that many people are doing it which is the reason it’s most interesting it’s you know it’s so funny when I speak at these events people always fall into two groups number one they don’t want to do it because it’s new and they want to see other people do it before they do it or number two other people are doing it so they think they’re too late so they don’t want to do it people are split up in two places of not doing we live in a world a world where everybody has a reason for no I can’t do it because of this I don’t have the money I don’t have the team my industry doesn’t want to do it I can’t I can’t I can’t the fundamental difference in the game today is the people that say yes blindly versus the people that say no blindly the only unique leverage you have in this room is you yourself there’s so much information now you’re not coming up with any new idea there’s nothing I say that is a new idea people have been around too long I’m not the first person to talk about kindness or gratitude or empathy or hard work or context I’m really not I’m just doing it my way in the way my perspective my words on my platform and for me this is the real conversation today to me is today gonna be the conference is today gonna be the time that you finally understand that it is time to put it out it is time to tell your story at scale contextually across all platforms recognizing that a lot of people did not raise their hand and this may be the first time that a lot of you are seeing me I’m just gonna take one more step back I believe that what the internet is doing is eliminating the middle it’s eliminating the middle the distribution when you look at uber or Amazon or if you look at Netflix what it’s really doing is separating out the middle and it’s leaving it to one of two places the product the story the service and your ability to tell that story I believe this is very important because this is not even for the youngsters in this room this is not the world we necessarily grew up with a world where the entire middle of distribution has been commoditized because the Internet has become the middle and the focus on not just the quality of the product but more importantly the deep focus on the ability to communicate has never become greater the ability to be a communicator in 2020 has now become disproportionately more powerful than even the quality of your product and that may be confusing and it’s a very interesting debate but the reality is a product is a subjective product one more time b2b who does services raise it high I just want to get cents higher all of you that just raise your hands you know what I know sometimes you think the products great but your client thinks it’s shit other times you kind of know that the product is shitty but the client thinks it’s great the work is subjective based on the queen or the King on the other side who gets to decide your ability to be a phenomenal communicator how many people see it where and how is less subjective the content in it is subjective but the results are they are through the leads through the results that come through it I believe today that if you’re in the business world that the ability to be a communicator a Content producer at the height of the scale for your product has become more important than any other variable I would rather be great at YouTube and podcasting and LinkedIn and Instagram than be great at balancing my checkbook that I can hire an accountant for this skill is emerging accelerating at scale so here’s how this game breaks down for me one I think everybody here has to take a step back and figure out what kind of communicator are they individually even if you sit here today and do not believe it is your job within the organization to communicate eventually especially at the age level that everybody here is eventually this skill set will become important to you whether it’s now later in your career within your family dynamics and definitely over the next 20 30 40 years as communication rises in importance not declines thus my great ask my great ambition to fly down here are three flights to get here and flying right back home the reason for me to be here is very focused on the notion of can I get five people there’s a lot of people here can I get five people in here to start tomorrow or Monday if you want to take the weekend off to start making content the world is very simple the world is breaking into a very simple game ideas and making do you have ideas can you make them but it requires an incredible sense of self-awareness I’m very passionate for many people in this room who are introverted and who would be scared to give this speech or who feel uncomfortable in front of a camera to understand that if you were a remarkable writer there’s an incredible world for you for those who are scared to be in front of the camera because they’re scared of how they look or they’re just uncomfortable that recording your ideas or what you’re about in audio is an incredible time to be alive and there’s an incredible world to you it’s a matter of fact even more interesting to me if you’re somebody that likes to doodle to draw some of the most exciting things that I’m seeing in my content is when we’re doing cartoons on LinkedIn and Instagram that might be the way that you communicate when you figure out how you communicate written word audio video the next part is definitely the most challenging if you ask me why over the last ten years I have been given the great fortune to be here it’s very simple I spend almost all of my time and all of my content trying to bring value with no expectation in return if you look at the content that most people and companies and organizations put out if you look at it carefully and you dissect it it is wildly selfish it is either a commercial in itself or its main objective is to get you to fill out your email your phone number your information so that I can sell to you instead of bring you value to build a brand I wrote a book several years ago called Jab Jab Jab right hook and the reason I wrote it was because I was watching people on social media really struggle with the idea of bringing value and I wanted to give them a scenario of understanding that if you’re trying to sell and throw a right hook all the time eventually the other person knows how to duck everybody how many people here have done email marketing in their life raise your hands great so for everybody who just raised their hands I was doing email marketing in 1997-1998 and I had 90% open rates on my email today if you’re in the 30s you’re a hero means you have a tremendous list and you’re doing a great job the reason those lists have gone from 90 to 30 is because I’m sure everybody here knows where I’m going we’ve ruined email because we’re spamming and selling on it at all times that’s what happens to every platform that’s exactly what we’re doing on social media now the reason social media is subtly declining the reason the algorithms always have to change is people do not have the disciplined to not self promote people do not have the disciplined to not try to sell on every post the other problem is when people try to make pretend they’re giving value in disguise underneath they’re actually trying to sell my friends what’s scary about the way I go about business and what I believe I see what the businesses that are most winning in the world is it super basic just nobody wants to do it it almost be like if I was standing up here talking about health and wellness my friends if you want to get into better shape here’s how you do it stop eating shit and workout every day thank you very much see you later Brazil that would be the whole talk that is no different than how I see business today obviously you have to have a product and service but the reality is very simply the formula is as basic as it is in Fitness if you are not producing content and when I say content just to put this into context for everybody next week is my birthday I’ve had my team work for the last month we’ve made a deck a couple hundred pages deck we’re gonna give it away for free it shows you how to make 60 something pieces of content in a day the reality is the requirement of how much content that I’m looking for you to produce to achieve what you think about numbers that look like 30 40 50 60 pieces of content a day most of the businesses and people in here are putting out one piece of content a day on a good day maybe three a week we if you’re a personal brand you’re killing it and posting four things a day there is nobody that is achieving the volume if you want to write down one word and stick it in your mirror from this whole talk the word is volume this is a volume warfare when people hear volume they hear quantity when they hear quantity they don’t think that you can make quality they think it’s a friction between quantity and quality I believe that the world has grossly overvalued production quality and made that quality not the story or the context of the message and so as we have spent the last 30 to 50 years putting production value on a pedestal as quality we have put ourselves in a position to not value context and the actual story and in that is the rub and the opportunity the sheer size of this country the sheer amount of spend even in the separation of wealth the uncanny amount of attention on YouTube and Instagram in this country leads this to be one of the most interesting places in the world to be a marketer to be a marketer to be an influencer to be a startup however when I spent because I gave a speech in San Paulo a couple of weeks ago so about three months ago I started really doing homework on what’s the sentiment what are people saying in the comments what’s the vibe what’s remarkable in such a progressive and incredible country is how much similarities there are believe it or not with the US which is with all that in place there is still so much cynicism and pessimism to actually achieve it that is not a government issue with your new President or ours that is not a problem that you don’t have Silicon Valley that is a problem that people would rather complain than put in the fucking work that is a human problem that is a global human problem if this was 1957 and it was my grandfather and all of your grandparents I would have some empathy because it took real money to actually do what I’m saying but in 2019 with this I struggle to deploy empathy for you not doing which is what led me to not making this a game about your wallet many people think business is a game of this this is not a game of this this is right now is a game of this this has come down to the simple deep warfare in one’s head what what is stopping people from actually making content and I believe that it comes down to one simple word judgment I believe the judgment is crippling our society I am fascinated and grateful grateful like you would not imagine for my mother building self-esteem in me without creating entitlement my self-esteem allows when I leave here in a couple of hours and I read the comments and I control copy it and translate it from Portuguese to English where one of you say that I’m an asshole I’m okay I want to give the next talk I want to make the next piece of content my ability to deal with losing pushback negativity no is my strength my entire model of content production my entire thesis for this talk only has one major flaw and that people are insecure I spend my life putting out content 50 70 80 pieces a day with the great hope to eliminate that insecurity to challenge you and ask you what judgment why why are you willing to live a life that ultimately ends with regret and resentment because everybody who’s 90 had a hundred years old talks about the things they wish they did not the things they did and so for me Brazil very simply I’m trying to challenge this room to understand the simplicity of the framework and the mass of difficulty in the head and really lead to a couple tactics for example tactic number one one of the biggest things that I have seen work in people starting the process to produce content is to make a single video and tell the world their secret that they’ve been holding on to if you really think about what’s stopping people it’s the darkness and shadows inside of them by putting it out and taking control of your secret your dyslexia your terrible issue as a child your relationship with X your drinking problem whatever it might be by you taking control of it by putting it out no longer does anybody else have leverage to expose it it is a freedom play and I highly enlist it if you really want to know forget about the five people that post tomorrow if I can get one person one person in here to leave this conference tonight and make a video and tell the world the truth that they’ve been holding on to this will be mission fuckin accomplished thank you Dad I want to go into questions in about five or ten minutes so let’s make let me see where the mics are but I’m gonna line them up here and we’ll figure that out but before I do I want to spend a few more minutes on audio for a lot of people here they missed YouTube they missed Instagram I believe there’s two places where you have a chance over the next couple of years to not miss it number one you have to watch tick tock very carefully if tick tock takes off seriously in this market there will be an enormous amount of opportunity because the global penetration in Asia the US Europe is exploding what’s so amazing to live in a country of this size and this much opportunity and you guys know this is you can see these platforms exploding somewhere else and you can get a head start and play it here outside of Orkut which became the player here every other platform eventually makes its way here and became the dominant player please please do not underestimate what is happening on tick tock globally and where the potential sits in this market you should absolutely if you’re at this conference if you’re smart enough to be at this conference you should be smart enough to go home and execute around the thesis around the opportunities around the knowledge one is tick tock number two is voice we are becoming much more of an audio consumption world by show of hands how many people here now listen to a podcast raise your hands raise it high I want everybody look around look at this put it down for a second those same people how many of you were listening to a podcast five years ago raise your hand look around look at that growth look at that growth how many people here now when they watch youtube videos sometimes just put the phone down and listen to it and don’t even watch the video raise your hands look at this look at this d-roc spends all this time making it look pretty fuckers just listen to it audio is becoming the growing usage because we’re busy and we want to do two things at once three things at once four things at once one of the biggest opportunities in this room is understanding how big audio is and producing audio content everybody wants to be a marketer the most people in this room are salespeople it’s why they like Google Google is easy its intent somebody types something in you know they want it so you buy the ads and you convert that’s sales I’m here to talk about branding and marketing you know the way real things are built the way the biggest companies in the world are built the biggest personalities celebrities brands they’re built through branding and marketing not sales audio is no question the fastest growing opportunity to build brand that most people are not doing please be the person in this room that goes back and actually starts a podcast please be the person here who actually starts recording their thoughts and just posting the video I mean you could literally take your phone hit memo record put the phone down it’s just a black screen and you can post a black screen with your words you can most of you won’t because you don’t think that’s quality this subjective point of view around quality is stopping the world for making we must flip that on its head please be the person in this room that leaves here and starts making thank you thank you thank you thank you I left a lot of time for Q&A because I really you know the theory is very simple the details and the questions matter so who’s got the mics you got the mics so you got to run around who’s got a question raise your hands yep okay yeah hi hi I love you actually my family whole family loves you thank you I just came from Canada so I am Amin immigrants in Canada I my son listen to your podcast everyday he’s nine years old my daughter sorry about the cursing yeah 11 years old so I asked him what do you want to say to Garrity he said say to him that I love him then he’s awesome and I’m sorry and you are so fun I really love you thank you thank you for that and I’m shaking because as you know I’m leaving Canada for 13 years now and I suffer a lot it was terrible even for my children that was born there and if I from there just to eat Brazilian food at the school was very scary and my my daughter was bullying because of that so my question is why is a mom do for my kids sure so you’re welcome thank you for being so dope yes you can have a photo so I think business and parenting have a lot of similarities so when I hear those kind of stories and I’m sure how many people here are parents raise your hands so for all the hands that just went up you know how challenging it is like you can have common sense everywhere else but when it’s your kids it’s hard to maintain it but I believe that self-esteem is the ultimate cure to everything and I think most parents go on defense when their kids are hurting instead of offense so when their kids are bullied they want to go fight the school they want to go fight the parent of the kid its defense for me as somebody who was bullied because I was you know I was a Soviet immigrant in America and my childhood when the Soviet Union was the enemy there was plenty of shit I mean if he can zoom in I’ve got goose bumps it was a very challenging time but what my mom did was she went insular it was offense it was me and her in my own head hearing nothing else by the time I was in high school I couldn’t hear anybody else it didn’t matter by the way both pro and con so for me I think the thing you can do is be into their head about them not about the people in Montreal or Toronto or Canada it’s not about them it’s about yourself inside your own head your own self-worth and and you have to pound it a lot of parents you’re like oh CZ to say but when their kids are making you’re right it’s but it’s no different than working out and eating healthy it’s no different than make content and put it on all the platforms the answer is simple pound into your kids had their own self-worth not the opinions of others there’ll be a happy person or whole life the problem is most parents aren’t acting that way so it’s hard for them to give advice that they don’t even feel themselves but that is the answer you’re welcome questions yeah yeah thank you hey how are you find you very good been following you for many years so I am so happy to be with you thank you I’m kind of nervous don’t worry okay so I came all the way from dreamy little town in San Juan in Argentina called San Juan so I mean I’ve been for a couple month of maybe years trying to figure out if I have to leave my small town or just stay run derby patience I wait for my business to be like big what kind of system of a digital agency so my question is like would you imagine yourself as a businessman as the sizes right now staying in New Jersey for example or a small town I understand so the question for you and everybody here is what’s big right because because this is where people get caught it’s so simple being in a small town in Argentina thinking you have to go to San Paulo or you have to go to Buenos Aires or you have to go to New York City it’s easy it’s easy you’re like that’s a much bigger place to go the question is it comes down to what makes you happy for me what makes me happy is to play the game not the money not how big or small I just want to play I’ve always wanted to play I’ve watched so many people have a 1 million dollar business in a small town in America or in the world move to a bigger place do five million and be very unhappy they were very happy at 1 million in their small town they went to a bigger town they do 10 million and they’re very unhappy my friend Brazil it is time that we in the world start making happiness what we go after not more money thank you we have to we have to right for me when I hear bigger I want you to have a bigger fucking smile on your pretty face not make 280,000 more in fucking net revenue you understand you have to decide that for yourself I don’t know you you have to decide that for yourself how are you for almost three years and I just want to say thank you for all of your content you really change it by life and with me in the world to have a picture with you can i yes you can thank you right now right now thank you keep the mic back how are you [Applause] all right get out of here Oh let’s go who’s next hi first of all I’m a huge fan thank you I’ve taught me a lot about perspective and ready to happiness I’m so nervous don’t be so mean my sister we’re starting a b2b company and we are trying to sell training and consulting for HR teams and litter teams okay I know we are not putting as many content as you should out there why why do you think talk to be real we’re here why well she lives in another town okay it’s a little difficult for us well you don’t both have to be in the content yeah yeah and but she needs a lot of help you know for me because I know how to do things and how to how to film videos and I’m I’m teaching her okay and she’s a little she doesn’t have a lot of confidence she’s she’s really good she knows her craft yeah so what about writing or what about audio I feel like so many people that don’t have confidence are very scared of the camera but can do much much better writing or recording audio yeah this is why I spent so much time on it in my talk I don’t want people to be like me not listen not everybody is ridiculously handsome and charismatic you know what I mean though I don’t want people to be like me I want people to be like me where they found their voice in their medium but for a lot of you in this room that’s writing you know if you’re more introverted or insecure a lot of writers are come from that framework or I really like audio so keep that in mind but keep going trying to reach companies in her region but I’m just guessing one what else can we do besides content that I know you should be doing to get our first clients just do it for free yeah the biggest mistakes small companies make is they don’t work for free and then you know now that I said this on the internet so many people are gonna leave comments and say that I’m an idiot and they hate me and nobody should work for free and blah blah blah that’s fine but those are set by people that have never started a company with no customers that’s right and so I would I mean I did it and I had already built a big business but I went into a new world where people thought what I did for the liquor store was not gonna work so I worked for free I still do it if I think it’s the right strategy so I think the biggest thing you should do is work for free cuz it gives you the referral base and and by the way when nobody’s hiring you that means your work is worth free can I have a selfie okay Peralta who’s next done there Gary how are you doing go ahead I can listen okay Gary and Miss bozo each team is gonna go through him a few demos converse a don’t graduate don’t remain thank you a preguntamos rich for saying yes again shift obvious who the hell dad went to the key khonanesta no contest no massage windows no kimonos no kimonos in th conversation my fucking life Ellis preseason Jesus will scare you soon chuckling prayer service used to the moon the damn so like education what was the price would de asís niggas don’t try to convince anybody the number one mistake when you’re selling something new that most people don’t understand is people spend too much time trying to convince them instead of finding the person that already understands people make it a noble mission instead of a business my friend I’ve been right and early for the last 20 years of my life I have spent almost no time trying to convince anybody I sometimes have a one-hour meeting with a company fly from New York to Chicago walk in sit down start the presentation and end it after 10 minutes because I already know it’s over every minute that you spend trying to convince somebody who’s already know is a minute that you’re not spending trying to find somebody that will say yes of course because you’re not when you’re selling something new they can’t see it or they don’t have reports in their company to justify it got it so if they don’t have the report to justify your work they’re scared they might agree with you but the machine that they work in won’t allow them to say yes so you just move on you’re welcome sign it okay next hello how are you well you’re awesome my name is Luka and I watch our content since I’m 19 now I’m Finn – so thank you for being part of that thank you I want to ask you something that I believe is really important you are the first guy to talk about making homes and making really quality content but I’m afraid that the internet still is a place with very anxiety I mean Eastern growing cause a lot of anxiety also Graham doesn’t cause anything people are anxious yes this is important Instagram there is no Instagram there’s a platform we post pictures and humans decide to see somebody having a nice time and they decide to be upset it’s important though keep going yeah my my question is how can we we all hear this event can help these platforms all platforms be mindful be Betterton by putting out by putting out real shit if everybody here didn’t only put out photos when they’re most dressed up going to the most fancy place and showing everybody how fucking amazing their life is the world would be in a better place thank you not super complicated d-roc and i are gonna end this talk I’m about to do in five minutes the fireside chat we’re gonna do a book signing we’re gonna run to the airport we’re gonna take a private plane because I have to get the sim Paulo because I want to get home for family early tomorrow morning there will be no picture of me at a private plane I’m not gonna show that I’m fancy that’s not what I want to talk about I want to talk about gratitude and kindness and empathy we’re in control there’s no fucking Instagram monster there’s no YouTube monster were the monster [Applause] all right I go okay yeah so when producing content language matters yes we’re in the country that doesn’t speak English yes so said that how can we break the language but here to go global well you know you’re not gonna get Portuguese to go global yes I mean what’s the better best way to go in English and Portuguese bilingual do it both and I mean but just in one one profile but two profiles or you can do two profiles I’m a big fan of sometimes doing video that is both in Portuguese and English I also want to remind you that this is a humongous fucking country and winning here is just fine – yeah you know I mean if you want to win globally and you’re so desperate to then you’re more than welcome to make English yeah because Curren matters I mean it’s a big opportunity I understand that I think it all comes back to the gentleman from Argentina you have to decide what’s right for you if you want global if you’re chasing more dollars then make English content okay so but but it’s very important I say this I I think this is every country outside of China and the US has an inferior complex because there’s more money elsewhere this is a huge fucking country like like huge so close in Brazil if that’s what you want to but if you know I can promise you just focusing in Brazil but just Portuguese content can make you plenty of money and happiness if you personally want to be on a bigger stage English is something you have to consider okay thank you you’re welcome hey Gary good evening good evening first of all you keep you yet CBL Oh blue yeah Tory well that means I love you in Russian yeah so I’ll just give you a very quick contest because I want to respect everyone’s time when I was four years old my mom stabbed me for eating all the cucumbers we had fur DAP you my hand yes okay when I was six she smashed my face against the wall until they bled from my nose and teeth just was just because I was late one hour then she threw me at the graveyard when it was late at night and honestly all my life was fear and sadness and sorrow and so when I was 20 years old I said either I kill myself or I go so I decided I go and I left my mom and a few years later I became an entrepreneur and I’m not the most successful one but I’ve done pretty good for myself quite happy okay and [Applause] but it’s a story that resonates with me it’s something I share very infrequently but my grandmother who passed away this year and maybe that’s why I’m a little bit more comfortable sharing it she was very difficult – my father – in the Soviet Russia so I have a lot of empathy for that story and I also know and I know you know this because I see you made some doll with my face on it so obviously you’re following I believe that adversity in youth is a very powerful advantage if you’re able to get out of it if you’re lucky enough to be born with natural mindset or consume something that helps you get out of it 100% so I came along away but I did become an entrepreneur out of vengeance and wanted to get even with my mom my dad my everyone and I knew how unhealthy it was and then came along this American Russian who speaks way too much and krisis even more and somehow I don’t know how I really don’t know but but you changed me today I work for happiness I work for helping other people rather than closing the most deals and I came here to practice what you preach which is Jab Jab Jab right hook so let’s start with the jabs please then we go to the right hook please thank you first of all Gary Vaynerchuk I’d like you to meet Gary Vaynerchuk also I’d like you to meet Sasha Vaynerchuk very nice and to make it devastating tomorrow Vaynerchuk very nice my two favorite people on earth yes thank you now I know you’re private man so I’ll make it in Russian if you want I’ll do it for free I’ll do what she did um Ivana 100 cent but now we just have Leo you send me an email to Gary at vaynermedia and we’ll get hooked up thank you you’re welcome so thank you now here’s my right hook and regardless of what you say yes or no what I said earlier I’ll deliver I’m desperately need 20 minutes FaceTime with you whenever you want wherever you want please okay two things one Jab Jab Jab right hook when you give give give and then ask it’s unbelievably important to me that people understand that when you give with something behind it it’s not giving so the execution of that for the 20 minutes is not how I see the world however I just want to make sure everybody understands that however even with that said and usually it’s not my favorite move when somebody gives me something I didn’t ask for and then needs something for me which is the most valuable thing from me my actual time even though I don’t love that I just love you thank you and I will give you the 20 minutes thank you thank you email me will get connect it’s Gary really yeah I’m gonna get one more in and then I’m gonna call up the CEO we’re gonna have this far section yes you got it I love you I love you back okay thank you we only can a bro inside for 17 years we are spreading contact all the time and [Music] the big companies coming from united states as you know we can’t have sponsored ads on facebook I’m aware so asking use any iDevice influencers because that’s the most scalable thing so giving the dollars to the influencer they post and sometimes it stays up sometimes it doesn’t but my number one thing and you know I do a lot in the US with cannabis with my greens free company you have to start a podcast you have to control the media podcast and even text messaging starting to ask people for their cell phone numbers and putting content directly to them and we work very hard and chat but also 100% but even the chat bada fits in within what if it’s in whatsapp you’re gonna be vulnerable you want to go direct phone numbers and you want to start a podcast company because there’s no platform in the middle that’s in control of you all right thank you thank you all right let’s do the fireside chat thank you everyone yuria this is very good shit so you’re gonna do a couple more it’s all about them so I can get my interview I’m happy to do it yeah all right be right here who’s got the mics no problem I just don’t know where the mics are who’s got the mics go ahead yep she’s got it yep that’s fine and then let’s and then let’s go into the way fucking back I want to get some of those peeps hello hello Gary my name is Tiago me and my girlfriend we drove 380 miles just to see you and meet you thank you I just want to thank you for everything you did I brought Prussians with me thank you this book changed my life I’m I work as a doctor but I happened to be passionate about technology so I started my youtube channel following her advice my oh my last year one when a half year ago and it’s starting to to grow exponentially you talked you told me about voice I made Alexa contacted blew up my girlfriend was unhappy at her job and I said read this book and then she kept on complaining about her job and I said quit you’re not Gary says quit and she quit her job and now she started her own slow fashion business she’s happy as she ever been and we want to thank you so much and ask if you could sign my book and take a picture reverse plea 100% thank you 100% who’s got the mic right over there go ahead get her attention she’s got the mic good no just I think it’s really important to talk about business that is really neat in Brazil there is schools school teaching of course and I am the first people put the first person here that actually didn’t know you before our this summit no problem a lot of people didn’t yeah I wasn’t a big fan of you I am now your person I just wanted your opinion on how you think that teaching is gonna grow in these platforms like YouTube Internet in general do you think that actually we’re gonna have a boom let’s say teaching is gonna explode on the internet do you think that’s I think it in the future I do and I think it’s already happened you know I think you and I have grown up in the last hundred years of modern teaching where education is being done through schools and leveling up until final University and then go into the world I believe that education is already happening if you just think about what that doctor you know was just saying literally the question before he watched my content in education form it educated him to the possibilities and then he went and executed it I think to your point and I’ll you can you can add we can talk back and forth I think people that are educators in the current system are gonna have to be very thoughtful that are they passionate about being a teacher in the current system or they passionate about educating in the macro yeah that’s actually the the point I was trying to get like yeah I know there’s a lot of people already teaching other people or on the internet my the thing I was thinking is that my idea of future the thing I want to do in my future is teaching people online specific languages but you can do that now yeah I know but do you my question is do you think teaching is gonna go entirely to the Internet do you think I think society is gonna go predominantly to the Internet will still live in real life but there’s a very significant chance in 30 40 50 years that all of us are living in virtual reality and are spending a lot of time in that world no different than the eleven hours we spend inside our of our phone now yes I do like ready player one the movie yeah listen I think people in this room including me are very naive of where technology is going already we can see blockchain VR AR there’s so many more inventions that will be invented before we die technology always moves technology always moves so yes I think so thank you okay who’s got the next question III need mics we got you okay – Joe hey Gary how are you Karasu topic I remember Dylan Vinci has superior powers against preemie remains at America been interesting please Chrissa bastard why James was resolved in Jogja to – ah Roger akin to the Internet multiple controversy Eurasian photos which the enemy avidity newest compromise my stable video tell Kimmy – annoyed impacted you fight wanna speak on toe 10 concealed in flesh palabras was a dispersive I’m oh hey this is finished you click Osaka matazo breeze yeah I mean brother I my biggest hope for everybody is to not have regret besides health health which you need I want people to have happiness and as much happiness and as little regret and you know you’re such a young man we have so much time we have so much time I just wish that people had a better relationship with time there’s so much more time and so I’m glad that that hit you because it’s very real everything I do everything is knowing that it’s almost impossible to be a human being 400 trillion to one that is the math the odds of being a the odds of being somebody in here right now is 400 trillion to one it’s impossible to be a human being and yet everybody here is one and I don’t want you to waste it why to al-qaeda man thank you why thank you yep we can do the last one yeah hi hi all right earlier you gave us advice for producing content and I asked today for Roberto prado from Microsoft what Reed tools do you have every day that changes your life and I want what what brother what what rituals retails is yes that you do every day and it changes your life every day yeah every day at some point I imagine my children or my parents or my siblings somebody in my family dying every day and that makes me happy and I know that that might be confusing but every day I practice reminding myself what is actually important to me and if today I went to Brazil and gave a great speech and many people found out about me and when I got back to my phone in an hour one of my clients gave us five million dollars more for vaynermedia and one of my videos went viral on Instagram and got 5 million views and maybe even this Sunday the Jets win a fucking football game right if all that happened if all that happened if god forbid one of the 20 people that I love the most got sick or died I would not give a shit my only ritual every day is to make perfect pretend somebody that I loved died which makes the rest of my day very easy amazing thank you [Applause] do them in a very tough spot here I’m cutting this great conversation short yeah I’m also between you in your flight and between them and party with free beer so free beer is fun so unfortunately guys this conference is coming to an end did you like it yeah [Applause] [Music] [Applause] so my my only mission here is try to wrap up this conversation with some of the important things that we discuss here I think we all agree that we had amazing three days the last three days those are my questions to to you I’m a big fan since the Wine Library days I actually met you I’d ever probably don’t remember that matter you had web 2.0 X 4 2009 so that was a long time ago Portugal yeah in some San Francisco yeah so my first question is you want to buy the Jets yes most people here probably don’t know why so what I want to know is what’s the power of stating out publicly a goal like that and in please explain why you went about it yeah when I was a 5 years old 6 years old I moved to New Jersey I wasn’t speaking English I had a very tough time and when I first came to America I went outside and some boys were throwing an American football I went over started playing and they said to me what team do you like I didn’t know they said you’re a New York Jets fan I said ok that was 1982 every single Sunday since that day I have watched every single play of the Jets during that summer for a year later all my friends had Jets jerseys we were poor so I asked my mom to buy a jet jersey and she said no but at night she knitted and made me a Jets sweater that is my prized possession I have it in a safety deposit box when I buy the football team I’m gonna hang it as soon as you walk in for me the Jets means America means happiness means the beginning of my life when I started when I was in fifth grade they asked us who do you want to be when you grow up and everybody wrote policeman asked for not all sorts of different stuff and I wrote the owner of the New York Jets and that was the first time I said it publicly and I’ve said it basically to everybody I’ve met since and then obviously over the last 10 years as more people got to know me it’s a part of my story it’s very important it’s actually very similar to the nice gentleman from Argentina it you have to be self-aware for me entrepreneurship and building businesses has always been my happiness lemonade when I was five to being right here with you today at 43 so for me wanting to buy the New York Jets is very important because it’s a goal that allows me to play for a very long time and that is what brings me happiness the process as a matter of fact I’ve already made a video maybe five or six years ago that I have saved and it’s the video that I’m gonna share with the world the day I buy the New York Jets and in the video I tell everybody that today is a sad day not a happy day because something that I’ve been chasing for a very long time has come to a conclusion and then I make a joke about winning a Super Bowl and something like that but nonetheless it’s important for me not because you shoot for the moon and you land in the mountains it’s important to me because it represents a process I want everybody here to love what they do in the process not necessarily the stuff that comes along you know money fame you know vacations clothes I want them to love the game not the stuff for me having a big goal lets me play longer got it got it thank you thank you last couple questions so another thing that we talked a lot about here is the struggle especially for intrapreneurs now we have to deal with that you always talk about hustling you know and what keeps you up at night today like it’s you’re a successful guy still but you still have some struggles right yeah but but that’s what I signed up for like I don’t understand when people are trying to aspire to be unbelievably happy and unbelievably wealthy it should be hard like every day’s hard I landed here from these three flights to get here and immediately I get Wi-Fi and there’s four texts from clients problem problem problem problem it should be hard you know my struggles today are 100% outside the framework of my business for me that’s my safe place and I accept that there’s going to be tough things as a matter of fact this is funny I didn’t do it on this trip but sometimes when I fly and I have to fill out custom forms when it says occupation I write firefighter that’s how I feel an entrepreneur is you’re always ready for another fire whether it’s two o’clock in the morning or 9:30 you have to be ready and I don’t struggle with that because I’ve been practicing it my whole life which is why I fear when people try to become entrepreneurs because it’s cool now I’m worried about that because it’s very hard and if you’re not used to losing it I lose every day every single day I lose and unless you’re good at that you will not like entrepreneurship and how do you you know what slap you can glad to join class there’s something in there you know where my mind just when I apologize when my mind just went is it’s funny where I just went as we just finished at out here about the clap I said I said to myself I said it’s hard to lose when you already lost I’m already pot committed to the game I know what I signed up for you can’t lose when you already think you’re losing everybody thinks entrepreneurship I’m gonna start the next fucking uber and be a billionaire no you’re not and the second you understand that is but it gets good and now we run multiple companies most of them are very successful how do you prioritize your life how to balance death and all you don’t like the word balance but juggling and being okay the reason most people aren’t doing what I do is I’m okay juggling and letting something fall because I don’t give I was juggling right now eggs and you were all impressed and I dropped an egg and you all said I wouldn’t care it’s part of the game so for me it’s easy to do the wine and the business and the sneakers and all this stuff I’m doing because if something fails people will tweet about it people will write about it but I won’t hear it what’s so important and the one thing I wish for all of you and was earlier to the parenting question as you can imagine especially if you don’t know me and you just discovered me and you see how people are talking about me you could imagine how easy it is to get high when people say that you’re changing their life and all this unbelievable but it’s very funny for me I don’t when I hear the beautiful things that are said to me I think about Sasha I think about my parents I I think man they did a good job I’m the product of them I’m the product of immigrants and struggling and good parents so when I hear nice things I don’t get high but that’s a very good thing because when people say the reverse in my comments or negative things I don’t get low when you become detached detached from either positive or negative comments you win the reason so many of you struggle is you like the compliments when people say you’re pretty you like the compliments when people say you’re smart you like the compliments when you’re dressed good you came about a good idea you scored a goal you made a couple you like that so when but now you get used to the feedback so then when somebody says you’re shit you believe that too I don’t believe either I hear nothing it’s super quiet up here it’s super fucking quiet up here you This is funny, I didn’t do it on this trip, but sometimes when I fly and I have to fill out custom forms, when it says occupation, I write fire fighter.
00:00:12
That’s how I feel an entrepreneur is you’re always ready for another fire. Whether it’s two o’clock in the morning or nine 30, you have to be ready. And I don’t struggle with that because I’ve been practicing it my whole life, which is why I fear when people try to become entrepreneurs because it’s cool. Now I worried about that because it’s very hard every single day I lose.
00:00:36
And unless you’re good at that, you will not like entrepreneurship. [Upbeat Music] – [A Man] You got your perspective. [Upbeat music] – [A Man] happy. Don’t you want to be happy? [Upbeat Music] – Brazil, how are you? – [Crowd] Good.
00:00:57
So I’m gonna do about 40 minutes up here. Then I’m going to actually, I asked them if we could do some Q and a. So we’ll do some questions and then we’re going to do a fireside chat.
00:01:09
So first of all, I’m just very flattered to be here. Thank you for having me.
00:01:14
For the people in this room that don’t know who I am. I was born in the Soviet union, came to America when I was a three year old child, a very tough upbringing. We were very poor when we first came to America. I lived in a one studio apartment with seven of my family members, my parents, my dad worked all the time and so it was a very rough upbringing, not a lot of entitlement, didn’t have a lot of stuff.
00:01:45
My natural state was to be an entrepreneur. Even at six seven years old, I was already shoveling snow, washing people’s cars, selling juice and lemonade and candy. It was always to do a hustle.
00:02:04
Somewhere along that time in New Jersey, sports cards became a very big thing in America, baseball cards, American football cards, and I started collecting them and by the time I was 1314 years old, I was making one to $3,000 a weekend as a 13 year old child, which you can imagine, feels like you’re a millionaire. Eventually my dad worked very hard and saved all his money and he bought a small liquor store in New Jersey.
00:02:34
I was forced to work in that store.
00:02:38
And that is really where I started my real career.
00:02:41
I fell in love with the idea of knowing that a lot of people in America collected wine, and that was what kind of connected me to my family business.
00:02:55
The part of the story that gets interesting for this room is what happens next. Knowing that there’s a lot of entrepreneurs in here knowing there’s a lot of small businesses, a lot of small business agencies, what really enables me, the great flattering nature to be in this room is the fact that my entire career was based on how do I build something with not a lot of money. You know, we live in a world right now where a lot of people and how many by show of hands, how many people in this room are entrepreneurs and have their own business? Raise your hands, raise it high. Thank you. So if we can keep the lights on, that’d be amazing. I love that. So for me, what’s interesting about all those hands that are up is I’m older, I’m 43 about to be 44 next week and when I grew up, the idea of raising capital was extremely foreign. One of the most interesting things being an American businessman when I travel nationally, internationally and other places in the world is everybody is so caught up with raising money for their startup. This has become an entire generation of hands in the air that think about raising capital and appeasing venture capitalists and investors, not actually building a business and not having the focus there. And to me this is very interesting because it’s led to a lot of very different behavior.
00:04:21
For me, everything was always about how do you make money and that’s what you invest back into your business, not how do you raise capital. When I started my current company, Vayner media, which is an advertising agency, I started it in the conference room of another company because I had no money and I wasn’t going to raise money for the business. I was just going to find my first client.
00:04:46
Use those dollars and just keep reinvesting.
00:04:49
It took longer but longer was it strength? I think one of the most important words for me to communicate in this talk today by far is patience. I promise you, no matter what you’re doing in this room, and especially as I look around this room, first of all, everyone’s uncomfortably attractive and number two and number two, but more importantly, this is quite a young audience and I think the reality is the thing that I spend most of my time on is trying to get people to understand that patience is a very important variable of success and more importantly that I believe the far majority of people in this room do not have a great relationship with time.
00:05:35
I am fascinated by people in this room who are stressed at the ages of 18 and 22 and 25 and 29 like they’re running out of time.
00:05:47
How many people by show of hands are under 30 years old? So for me, as you can imagine, when I see all those hands go up, you can put your hand down. Yeah, you’re good.
00:06:04
Okay, good. When I see all those hands go up and I know in my mind what the way that modern medicine and technology is going, that the farm majority of this room is going to live for another 80 years.
00:06:17
It really gets me excited slash concerned when people want their business to be huge next year.
00:06:26
The quicker you want it, the more vulnerable you are, the quicker you want it, the more vulnerable you are. And what has been very fascinating for me is even though on YouTube and Instagram and maybe some of the places you guys see me, maybe my energy is high, maybe my style of communication is fast, but my business actions are extremely slow and so what business actions that lead to slowness lead to is a couple things.
00:06:59
One, the far majority of my career I had no money so I had to always look for places where you could get a lot more for less.
00:07:10
What I look for in the digital world.
00:07:13
This world is organic reach. When I think about organic reach and when I think about organic attention as my slide says up here, I day trade attention for me every day I look at the data both in the analytics and in the culture conversations to try to figure out where should I market. I promise you one thing, my friends, no matter what you do in this audience, no matter what your ambition is, the one thing that combines all of us, whether we’re starting tomorrow, whether we’re an employee, whether we have a huge company or haven’t even started and are starting next year, the one requirement for all of us is to have somebody’s attention. Before you can sell anything, you need somebody’s attention.
00:08:03
Then what you say in the written word, in audio or in video becomes the variable if you are successful.
00:08:13
The reason I follow attention is if there was nobody in here right now and I was giving this talk, I would have no potential to achieve what I want.
00:08:23
At the same token with all of you in this room. What I talk about for the next hour and a half is the burial of my success. There are many of you here that don’t know who I am. You’ll leave with an opinion. There’s many people who do know who I am and you’re either going to like me more or like me, less completely predicated on the content that I put out. I spend my life in a very basic mind frame and if you look at the politics of your country, my country, if you look at the businesses, it’s all one very simple game.
00:08:52
Do you understand where the people are and they’re consuming and do you understand how to do the written words, the audio or the video to put in those platforms? This is how it’s always been.
00:09:04
Television, radio, print, outdoor billboards. It’s always been the same game. Where is the attention, the eyes and the ears and what is our capability to put content in it? Now here’s where it gets different. This thing is fucking crazy.
00:09:24
This thing is unbelievably underestimated.
00:09:28
We in this room, take this for granted.
00:09:31
The power of a phone in today’s world is remarkable. The fact that every one of us are sitting here with the internet in our hands right now is actually remarkable. For somebody like me at 43 years old when I was 28 I could not leave the office or my home and have the internet in my hand when I was 30 you have to understand how big of a deal that is.
00:10:01
You have to understand how quickly this is all happening, whether it’s WhatsApp or YouTube or Instagram or tick tock or Twitter.
00:10:09
The fact that these platforms sit on top of this device and they’re accessible right now. The fact that there are tons of people right now with a phone recording this talk and then have the ability to post it.
00:10:22
My friends from Brazil to New York to London to Shanghai, the human race has not quantified how substantial this shift of the internet has become.
00:10:34
And I tell you this and I start my talk here today with this cause. Here’s the real honest truth about how the game of life and definitely businesses played.
00:10:46
The quickest way to be happy in life, let alone business is to be 100% accountable.
00:10:56
The quickest way to be unhappy is to blame.
00:11:02
If you really understood the last five to seven minutes of what I just said, the fact that how many people here have a cell phone raise your hands. Good.
00:11:16
Every single person here fundamentally is not allowed to have an excuse because the power of what’s in your hand. Of course there’s family dynamics. Of course there’s tragedies. Of course there’s government involvements. Of course there’s a million reasons, but the reality is we have never lived through a time where people at scale had so much opportunity. When I do the homework on the Brazilian market and I see the cost for a YouTube ad or an Instagram ad and I see how low it is, when I see how much still unbelievable untapped potential on LinkedIn and tick tock and other platforms are for organic reach where you have to spend no money, none, and you can get awareness.
00:12:07
The fact that podcasting is exploding in this country and the cost to start a podcast is to just record it on your phone and upload it.
00:12:18
The thing that I’ve become unbelievably fascinated by is I know in this room the single reason whatever is not happening for you is your ability to say no before you’ve tried.
00:12:33
That to me is unbelievable.
00:12:36
What’s unbelievable to me is it’s as simple as this. If you are capable of writing words, recording videos on your phone or recording your thoughts in audio on your phone, your business can grow. Your idea can be flourished. Your personal brand is an influencer, your advertising shop, trying to get more customers, whatever you want to be. The governor, you want to be a YouTube celebrity.
00:13:03
The reality is the cost is zero. The mindset is the tricky part.
00:13:10
90% of this audience does not post as often as they should on these platforms because they worry about the judgment of their family or strangers.
00:13:22
This is a very, very, very fascinating dilemma in our society. There are people who are not posting. I mean, look how many people here follow my content. Give me a sense. Raise your hands. Thank you. So for the hands that went up, you know what you’re going to get from me today. I’m very consistent. You can, I’m sure you’re in your head knowing every word I’m about to say. As I start a sentence, I’m incapable of talking about something I don’t believe in.
00:13:53
The nuances are different. Obviously Twitter doesn’t play in this country the same way it does in the U S right. Tic-tacs moving quicker in Asia and the U S than it is in other places. LinkedIn’s acting a little bit different here. What’s up has higher growth here than it does in the U S there’s nuance differences, but my friends, this is not about America or Brazil. This is about human beings.
00:14:16
In America, in Brazil, in China, people worry about their parents’ opinion.
00:14:22
In America, in Brazil, in China, people care about strangers making fun of them.
00:14:28
In the comments in America, in Brazil, in China, the opportunity to build your business or your personal brand has never been easier. Easier.
00:14:42
People see more people doing it and they think they’re too late.
00:14:47
The real answer is 99% of the people in here do not have the patients and stomach to actually achieve it. They want it so fast. My friends, I did wine library TV on YouTube in 2006 excuse me, 2007 to 2010 for 35 minutes a day, five days a week.
00:15:07
I would stay up and work on Twitter for four or five hours looking for people who were talking about wine and for three years, every day, very little happened for me.
00:15:19
Very little people now start an Instagram account post for six weeks and give up because they’re not getting enough followers.
00:15:30
We’ve become remarkably impatient.
00:15:33
We’ve become remarkably entitled and so the reality is, is the following tactically, tactically, how many people here are B2B companies? They have an agency servicing clients or some of them major. You’re in a B2B business.
00:15:50
Raise your hands for everybody that raised your hand. You must. You must do one of two things consistently, starting tomorrow.
00:16:00
Number one, start a podcast in your industry.
00:16:04
You must start a podcast, go on LinkedIn, go into your inbox and email 25 50 people and ask them to be guests on your show.
00:16:14
And number two, you must attack LinkedIn more. I think people very much underestimate how much is happening there in this market. I did the homework, it’s there. It, people don’t see it because not that many people are doing it, which is the reason it’s most interesting. It’s, so funny when I speak at these events, people always fall into two groups. Number one, they don’t want to do it cause it’s new and they want to see other people do it before they do it. Or number two, other people are doing it so they think they’re too late so they didn’t want to do it. People are split up in two places of not doing. We live in a world, a world where everybody has a reason for, no, I can’t do it because of this. I don’t have the money. I don’t have the team. My industry doesn’t want to do it. I can’t. I can’t. I can’t.
00:17:04
The fundamental difference in the game today is the people that say yes blindly versus the people that say no blindly.
00:17:13
The only unique leverage you have in this room is you yourself.
00:17:20
There’s so much information now you’re not coming up with any new idea.
00:17:25
There’s nothing I say that is a new idea. People have been around too long. I’m not the first person to talk about kindness or gratitude or empathy or hard work or context. I’m really not.
00:17:40
I’m just doing it my way in the way, my perspective, my words on my platform and for me is the real conversation today to me is today gonna be the conference.
00:17:55
Is today going to be the time that you finally understand that it is time to put it out.
00:18:01
It is time to tell your story at scale contextually across all platforms, recognizing that a lot of people did not raise their hand and this may be the first time that a lot of you are seeing me. I’m just going to take one more step back.
00:18:16
I believe that what the internet is doing is eliminating the middle. It’s eliminating the middle, the distribution.
00:18:23
When you look at Uber or Amazon or if you look at Netflix, what it’s really doing is separating out the middle and it’s leaping it to one of two places.
00:18:33
The product, the story, the service, and your ability to tell that story.
00:18:40
I believe this is very important because this is not even for the youngsters in this room.
00:18:45
This is not the world we necessarily grew up with.
00:18:48
A world where the entire middle of distribution has been commoditized because the internet has become the middle and the focus on not just the quality of the product, but more importantly, the deep focus on the ability to communicate has never become greater.
00:19:08
The ability to be a communicator in 2020 has now become disproportionally more powerful than even the quality of your product. And that may be confusing and it’s a very interesting debate, but the reality is a product is a subjective product. One more time.
00:19:28
B2B, who does services raise it high? I just want to get a sense higher. All of you that just raised your hands. You know what? I know sometimes you think the product’s great but your client thinks that shit.
00:19:45
Other times you kind of know that the product is shitty, but the client thinks it’s great.
00:19:53
The work is subjective based on the queen or the King on the other side who gets to this side your ability to be a phenomenal communicator.
00:20:04
How many people see it where and how is less subjective? The content in it is subjective, but the results are there through the leads, through the results that come through it.
00:20:19
I believe today that if you’re in the business world that the ability to be a communicator, a content producer at the height of the scale for your product has become more important than any other variable.
00:20:34
I would rather be great at YouTube and podcasting and LinkedIn and Instagram. Then be great at balancing my checkbook that I can hire an for.
00:20:49
This skill is emerging and accelerating at scale, so here’s how this game breaks down for me.
00:20:59
One, I think everybody here has to take a step back and figure out what kind of communicator are they individually. Even if you sit here today and do not believe it is your job within the organization to communicate up eventually, especially at the age level that everybody here is.
00:21:18
Eventually this skill set will become important to you whether it’s now later in your career, within your family dynamics and definitely over the next 2030 40 years as communication rises in importance not declines.
00:21:34
Thus my great ask, my great ambition to fly down here, three flights to get here and flying right back home.
00:21:43
The reason for me to be here is very focused on the notion of can I get five people? There’s a lot of people here.
00:21:50
Can I get five people in here to start tomorrow or Monday? If you want to take the weekend off to start making content. The world is very simple.
00:22:03
The world is breaking into a very simple game, ideas and making, do you have ideas? Can you make them? But it requires an incredible sense of self awareness.
00:22:19
I’m very passionate for many people in this room who are introverted and who would be scared to give this speech or who feel uncomfortable in front of a camera to understand that if you are a remarkable writer, there an incredible world for you.
00:22:39
For those who are scared to be in front of the camera because they’re scared of how they look or they’re just uncomfortable. That recording your ideas or what you’re about in audio is an incredible time to be alive and there’s an incredible world to you. It’s a matter of fact, even more interesting to me if you’re somebody that likes to doodle to draw some of the most exciting things that I’m seeing in my content is when we’re doing cartoons on LinkedIn and Instagram. That might be the way that you communicate when you figure out how you communicate. Written word, audio, video.
00:23:19
The next part is definitely the most challenging.
00:23:23
If you ask me why over the last 10 years I have been given the great fortune to be here. It’s very simple.
00:23:30
I spend almost all of my time and all of my content trying to bring value with no expectation in return.
00:23:40
If you look at the content that most people and companies and organizations put out, if you look at it carefully and you dissect it, it is wildly selfish.
00:23:52
It is either a commercial in itself or its main objective is to get you to fill out your email, your phone number, your information so that I can sell to you instead of bring you value to build a brand.
00:24:12
I wrote a book several years ago called jab, jab, jab, right hook, and the reason I wrote it was because I was watching people on social media really struggle with the idea of bringing value and I wanted to give them a scenario of understanding that if you’re trying to sell and throw a right hook all the time, eventually the other person knows how to duck everybody. How many people here have done email marketing in their life? Raise your hands.
00:24:40
Great. So for everybody who just raised your hands, I was doing email marketing in 1997 1998 and I had 90% open rates on my email today.
00:24:52
If you’re in the 30s you’re a hero means you have a tremendous list and you’re doing a great job.
00:24:59
The reason those lists have gone from 90 to 30 is because I’m sure everybody here knows where I’m going. We’ve ruined email because we’re spamming and selling on it at all times. That’s what happens to every platform. That’s exactly what we’re doing on social media.
00:25:15
Now, the reason social media is subtly declining and the reason the algorithms always have to change is people do not have the disciplined to not self promote. People do not have the discipline to not try to sell on every post.
00:25:31
The other problem is when people try to make pretend they’re giving value in disguise underneath, they’re actually trying to sell my friends. What’s scary about the way I go about business and what I believe, I see what the businesses that are most winning in the world is. It’s super basic. Just nobody wants to do it. It almost be like if I was standing up here talking about health and wellness, my friends, if you want to get into better shape, here’s how you do it. Stop eating shit and workout every day. Thank you very much. See you later. Brazil. That would be the whole talk. That is no different than how I see business today. Obviously you have to have a product and service, but the reality is very simply the formula is as basic as it is in fitness. If you are not producing content, and when I say content, just to put this into context for everybody, next week is my birthday. I’ve had my team work for the last month. We’ve made a deck, a couple hundred pages deck. We’re going to give it away for free. It shows you how to make 60 something pieces of content in a day.
00:26:45
The reality is the requirement of how much content that I’m looking for you to produce to achieve.
00:26:51
You know about numbers that look like 30 40 50 60 pieces of content a day.
00:27:02
Most of the businesses and people in here are putting out one piece of content a day on a good day, maybe three a week.
00:27:12
We, if you’re a personal brand, you’re killing it and posting four things a day.
00:27:18
There is nobody that is achieving the volume. If you want to write down one word and stick it in your mirror from this whole talk, the word is volume.
00:27:29
This is a volume warfare. When people hear volume, they hear quantity. When they hear quantity, they don’t think that you could make quality.
00:27:38
They think it’s a friction between quantity and quality. I believe that the world has grossly overvalued production quality and made that quality, not the story or the context of the message.
00:27:54
And so as we have spent the last 30 to 50 years putting production value on a pedestal as quality, we have put ourselves in a position to not value context and the actual story and in that is the rub and the opportunity, the sheer size of this country, the sheer amount of spend, even in the separation of wealth.
00:28:24
The uncanny amount of attention on YouTube and Instagram in this country leads this to be one of the most interesting places in the world, to be a marketer, to be a marketer, to be an influencer, to be a startup. However, when I spent, because I gave a speech in st pelo a couple of weeks ago, so about three months ago, I started really doing homework on what’s the sentiment? What are people saying in the comments? What’s the vibe? What’s remarkable in such a progressive and incredible country is how much similarities there are. Believe it or not, what the US which is with all that in place, there is still so much cynicism and pessimism to actually achieve it.
00:29:13
That is not a government issue with your new president or ours.
00:29:17
That is not a problem that you don’t have Silicon Valley. That is a problem that people would rather complain than put in the fucking work.
00:29:26
That is a human problem. That is a global human problem.
00:29:31
If this was 1957 and it was my grandfather and all of your grandparents, I would have some empathy because it real money to actually do what I’m saying but in 2019 with this I struggle to deploy empathy for you not doing which is what led me to not making this a game about your wallet.
00:30:00
Many people think business is a game of this business is not a game of this. This is right now is a game of this.
00:30:08
This has come down to the simple deep warfare in one’s head. What? What is stopping people from actually making content and I believe that it comes down to one simple word judgment.
00:30:29
I believe that judgment is crippling our society.
00:30:34
I am fascinated and grateful.
00:30:37
Grateful like you would not imagine for my mother building self esteem in me without creating entitlement.
00:30:46
My self esteem allows when I leave here in a couple of hours and I read the comments and I control copy it and translate it from Portuguese to English where one of you say that I’m an asshole. I’m okay.
00:31:00
I want to give the next talk. I want to make the next piece of content.
00:31:05
My ability to deal with losing pushback. Negativity.
00:31:11
No. Is my strength, my entire model of content production.
00:31:18
My entire thesis for this talk only has one major flaw in that people are insecure.
00:31:29
I spend my life putting out content 50 70 80 pieces a day with the great hope to eliminate that insecurity, to challenge you and ask you what judgment, why? Why are you willing to live a life that ultimately ends with regret and resentment? Because everybody who’s 90 at a hundred years old talks about the things they wish they did, not the things they did.
00:32:01
And so for me, Brazil, very simply, I’m trying to challenge this room to understand the simplicity of the framework and the massive difficulty in the head and really lead to a couple tactics.
00:32:14
For example, tactic number one, one of the biggest things that I have seen work in people starting the process to produce content is to make a single video and tell the world their secret that they’ve been holding onto.
00:32:31
If you really think about what stopping people, it’s the darkness and shadows inside of them by putting it out and taking control of your secret, your dyslexia, your terrible issue as a child, your relationship with X, your drinking problem, whatever it might be by you taking control of it, by putting it out, no longer does anybody else have leveraged to expose it.
00:32:58
It is a freedom play and I highly, and listen, if you really want to know, forget about the five people that post tomorrow. If I can get one person, one person in here to leave this conference tonight and make a video and tell the world the truth that they’ve been holding onto, this will be mission fucking accomplished. Thank you dad. [Crowd Clapping] I want to go into questions in about five or 10 minutes, so let me speak. Let me see where the mikes are, but I’m going to line them up here and we’ll figure that out. But before I do, I want to spend a few more minutes on audio. For a lot of people here, they missed YouTube, they missed Instagram. I believe there’s two places where you have a chance over the next couple of years to not miss it.
00:33:54
Number one, you have to watch ticktock very carefully.
00:33:58
If tick top takes off seriously in this market, there will be an enormous amount of opportunity because the global penetration in Asia, the U S Europe is exploding.
00:34:10
What’s so amazing to live in a country of this size and this much opportunity and you guys know this, is you can see these platforms exploding somewhere else and you can get a head start and play it here outside of orchid, which became the player here. Every other platform eventually makes its way here and became the dominant player.
00:34:35
Please, please do not underestimate what is happening on ticktock globally and where the potential sits in this market. You should absolutely. If you’re at this conference, if you’re smart enough to be at this conference, you should be smart enough to go home and execute around the thesis around the opportunities around the knowledge. One is tick-tock, number two is voice.
00:34:59
We are becoming much more of an audio consumption world by show of hands.
00:35:05
How many people here now listen to a podcast. Raise your hands, raise it high. I want everybody to look around. Look at this. Put it down for a second. Those same people.
00:35:16
How many of you were listening to a podcast five years ago? Raise your hand. Look around. Look at that growth. Look at that growth.
00:35:26
How many people here now when they watch YouTube videos sometimes just put the phone down and listen to it and don’t even watch the video. Raise your hands. Look at us. Look at us. D rock spends all this time making it look pretty new. Fuckers. Just listened to it.
00:35:44
Audio is becoming the growing usage because we’re busy and we want to do two things at once.
00:35:50
Three things at once, four things at once. One of the biggest opportunities in this room is understanding how big audio is and producing audio content. Everybody wants to be a marketer, but most people in this room are salespeople. It’s why they like Google. Google’s easy. It’s intent. Somebody types something in, you know they want it. So you buy the ads and you convert. That’s sales.
00:36:18
I’m here to talk about branding and marketing.
00:36:21
The way real things are built, the way the biggest companies in the world are built.
00:36:26
The biggest personalities, celebrities, brands, they’re built for branding and marketing, not sales.
00:36:34
Audio is no question.
00:36:37
The fastest growing opportunity to build a brand that most people are not doing.
00:36:43
Please be the person in this room that goes back and actually starts a podcast.
00:36:49
Please be the person here who actually starts recording their thoughts and just posting the video. I mean you could literally take your phone, hit memo record, put the phone down, it’s just a black screen and you can post a black screen with your words. You can, most of you won’t because you don’t think that’s quality.
00:37:11
This subjective point of view around quality is stopping the world from making. We must flip that on its head.
00:37:23
Please be the person in this room that leaves here and starts making. Thank you.
00:37:31
[Crowd Clapping] – I left a lot of time for Q and a because I really, the theory is very simple. The details and the questions matter. So who’s got the mics? You’ve got the mics. – So you’ve got to run around.
00:37:50
Who’s got a question? Raise your hands. Yup. I’m gonna translate to you – Okay.
00:38:00
– Hi. – Hi. – I love you. Actually, my family, whole family loves you. – Thank you. – I just came from Canada. So I am an immigrant in Canada.
00:38:09
I, Zillow and my son listened to your podcast every day.
00:38:17
He’s nine years old. – Sorry about him. – My daughter is 11 years old.
00:38:21
So I ask him, “what do you want to say to your GaryVee?” He said, eh, say to him that I love him. Then he’s awesome.
00:38:30
And I’m sorry and you are so fun. I read it off you. Thank you for that and bye. I’m shaking because as an immigrant, as you know I’m leaving Canada for 13 years now and I suffer a lot. It was terrible. Even for my children that was born there and if you’re there just to eat Brazilian food at the school was very scary.
00:38:57
And my daughter was bullied because of that. So my question is, what can I as a mum do for my kids? – Sure. – Thank you. – You’re welcome. Thank you. – Can I have a photo. Please. – Yes, you can have a photo. So I think business and parenting have a lot of similarities. So when I hear those kinds of stories, and I’m sure how many people here are parents, raise your hands. So for all the hands that just went up, you know how challenging it is? Like you can have common sense everywhere else, but when it’s your kids, it’s hard to maintain it.
00:39:33
But I believe that self esteem is the ultimate cure to everything. And I think most parents go on defense when their kids are hurting instead of off Bence. So when their kids are bullied, they want to go fight the school. They want to go fight the parent of the kid.
00:39:49
It’s defense for me as somebody who was bullied because I was a Soviet immigrant in America and my childhood, when the Soviet union was the enemy, there was plenty of shit. I mean, if you can zoom in, I’ve got goosebumps. It was a very challenging time.
00:40:06
but what my mom did was she went insular. It was authentic.
00:40:10
It was me and her in my own head hearing nothing else. By the time I was in high school, I couldn’t hear anybody else. It didn’t matter by the way, both pro and con. So for me, I think the thing you can do is beat into their head about them, not about the people in Montreal or Toronto or Canada. It’s not about them.
00:40:32
It’s about yourself inside your own head, your own self worth and and you have to pound it. A lot of parents who are like, Oh, so easy to say, but when their kids are making, you’re right, but it’s no different than working out and eating healthy. It’s no different than may content and put on all the platforms. The answer is simple, pounded into your kid’s head, their own self worth, not the opinions of others. There’ll be a happy person or whole life.
00:40:59
The problem is most parents aren’t acting that way, so it’s hard for them to give advice that they don’t even feel themselves.
00:41:07
But that is the answer. You’re welcome. Questions. – Yup.
00:41:15
– Thank you. How are you? Find you. – Very good. – Been following you for many years. So I am so happy to be face to face with you. – Thank you. – I’m kind of nervous. – Don’t worry.
00:41:25
– Okay. So I came all the way from extremely little town in San Quan in Argentina called San Juan.
00:41:33
So, I mean I’ve been for a couple months or maybe years praying to figure out if I have to leave my small town or I’m just a stay around there be patients.
00:41:45
I wait for my business to be like big, – What kind of businesses that are? – A digital agency that, so my question is, would you imagine yourself as a business man as a size as you are right now? Stay in New Jersey for example, or in a small town. – I understand.
00:42:03
So the question for you and everybody here is what’s big, right? Because, because this is where people get caught. It’s so simple. Being in a small town in Argentina thinking you have to go to San Paolo or you have to go to Benesede or you have to go to New York city. It’s easy. It’s easy. You’re like, that’s a much bigger place to go. The question is, it comes down to what makes you happy.
00:42:27
For me, what makes me happy is to play the game. Not the money, not how big or small. I just want to play. I’ve always wanted to play.
00:42:37
I’ve watched so many people have a $1 million business in a small town in America or in the world, move to a bigger place, do 5 million and be very unhappy.
00:42:50
They were very happy at 1 million in their small town. They went to a bigger town. They do 10 million and they’re very unhappy.
00:42:57
My friend Brazil. It is time that we, in the start making happiness what we go after. Not more money.
00:43:09
– Thank you.
00:43:10
– We have to, we have to right? For me when I hear bigger, I want you to have a bigger fucking smile on your pretty face. Not make 280,000 more in fucking net revenue. You understand? You have to decide that for yourself. I don’t know. You, have to decide that for yourself.
00:43:32
[Crowd Clapping] – Hey Gary, How are you? – I’m good. I’m so good. I’m following you for almost three years and I just want to see thank you for all of your content.
00:43:44
You really change it by life and would mean the world to have a picture with you. Can I? – Yes, you can. Thank you. Right now. – Right now. I know. Oh, thank you. – Give the mic back.
00:44:00
Oh, are you sure? – Thank you. – You’re welcome. [Crowd clapping] all right, get out of here. Let’s go. Who’s next? Hi, – Hi, first of all, I’m a huge fan. – Thank you. You have taught me a lot about perspective and gratitude and happiness. I’m so nervous. – Don’t be.
00:44:26
– So, me and my sister, we are starting a B to B company and we are trying to sell a training and consulting for HR teams and litter teams. – Okay.
00:44:38
And I know we are not putting as many content as we should. The other.
00:44:43
– Why? Why do you think? Talk to me real. We’re here. Why? – Well, she lives in another town, so it’s a little difficult for us to- – Well, you don’t both have to be in the content.
00:44:53
– Yeah, yeah, no, and, but she needs a lot of help, for me, because I know how to do things and how to, how to film videos and I’m teaching her. – Okay.
00:45:07
– And she’s a little, she doesn’t have a lot of confidence. She’s really good. – She knows her craft. – Yeah. – So what about writing? Or what about audio? I feel like so many people that don’t have confidence are very scared of the camera, but can do much, much better writing or recording audio. – Yeah.
00:45:28
– This is why I spent so much time on it in my talk. I don’t want people to be like me, not listen.
00:45:34
Not everybody is ridiculously handsome and charismatic, you know what I mean though? I don’t want people to be like me. I want people to be like me where they found their voice in their medium. But for a lot of you in this room that’s writing, if you’re more introverted or insecure, a lot of writers are come from that framework or I really like audio, so keep that in mind, but keep going.
00:45:59
– And she’s doing cold calls and trying to reach companies in her region.
00:46:06
But I’m just guessing what else can we do besides content that I know who should be doing – content, get our first clients just to – Do it for free. – Yeah. – The biggest mistake small companies make is they don’t work for free. And then, now that I said this on the internet, so many people are going to leave comments and say that I’m an idiot and they hate me and nobody should work for free and blah, blah, blah. That’s fine. But those are set by people that have never started a company with no customers. That’s right.
00:46:40
And so I mean I did it and I had already built a big business, but I went into a new world where people thought what I did for the liquor store was not going to work. So I worked for free.
00:46:51
I still do it if I think it’s the right strategy. So I think the biggest thing you should do is work for free because it gives you the referral base. And by the way, when nobody’s hiring you, that means your work is worth free.
00:47:10
– Can I have a selfie? – You can, yeah.
00:47:12
– Okay. – Who’s, next on 5 mins? – Okay How are you? Go ahead. I can listen. – Okay. Gary, [Foreign Language] – Thank you.
00:47:51
– [Foreign Language] – Sorry, my fucking life.
00:48:03
– [Foreign language].
00:48:15
– Don’t try to convince anybody.
00:48:21
The number one mistake when you’re selling something new that most people don’t understand is people spend too much time trying to convince them instead of finding the person that already understands people, make it a noble mission instead of a business. My friend, I’ve been right and early for the last 20 years of my life, I have spent almost no time trying to convince anybody.
00:48:50
I sometimes have a one hour meeting with a company, fly from New York to Chicago, walk in, sit down.
00:48:56
Start the presentation and ended after 10 minutes cause I already know it’s over.
00:49:04
Every minute that you spend trying to convince somebody who’s already know is a minute that you’re not spending. Trying to find somebody that will say yes, – [Foreign Language] – Of course, because you’re not, when you’re selling something new, they can’t see it or they don’t have reports in their company to justify it. Got it. So if they don’t have the report to justify your work, they’re scared.
00:49:37
They might agree with you, but the machine that they work in won’t allow them to say yes. So you just move on. – Thank you. – You’re welcome. Sign it. Got it. Okay. Next. – Hey Gary. – Hello. How are you? – First of all, you’re awesome. My name is Luca and I watch our content since on 19 now I’m 22 so thank you for being part of that. – Thank you. – I want you to ask you something that I believe is really important. You are the first guy to talk about making content, making really quality content.
00:50:11
But I’m afraid that the internet is a place with very anxiety.
00:50:17
I mean Instagram causes a lot of anxiety – Instagram doesn’t cause anything. People are anxious. Yes, – But this is important. Instagram, there is no Instagram. There is a platform. We post pictures and humans decide to see somebody having a nice time and they decide to be upset. It’s important though. Keep going.
00:50:42
– Yeah. My, question is how can we, we all here at these event can help these platforms are part of platforms being mindful. Peep better – By not putting out, by putting out real shit.
00:50:56
If everybody here didn’t only put out photos when they’re most dressed up, going to the most fancy place and showing everybody how fucking amazing their life is, the world would be in a better place. [Crowd Clapping]. – Thank you. – Not super complicated.
00:51:15
Dirac and I are going to end this talk. I’m about to do in five minutes.
00:51:19
The fireside chat. We’re going to do a book signing. We’re going to run to the airport. We’re going to take a private plane cause I have to get to San Palo cause I want to get home for family early tomorrow morning.
00:51:28
There will be no picture of me at a private plane. I’m not going to show that I’m fancy. That’s not what I want to talk about. I want to talk about gratitude and kindness and empathy. We’re in control. There’s no fucking Instagram monster. There’s no YouTube monster. We’re the monster. [Crowd Clapping].
00:51:49
I don’t know who got the mic Okay.
00:51:56
– Yeah. You’ll be when producing content language matters. – Yes. – We are in a country that doesn’t speak English. – Yes. – So said that.
00:52:05
How can we break the language barrier here to go global? – Well, you’re not going to get Portuguese to go global.
00:52:11
– Yes. I mean what’s the better, best way to go in an English and Portuguese bilingual. – Do it both in, – I mean, but just in one one profile, but two profiles or – You can do two profiles. I’m a big fan of sometimes doing video that is both in Portuguese and the English. I also want to remind you that this is a humongous fucking country and winning here is just fine too. You know? I mean if you want to win globally and you’re so desperate to then you’re more than welcome to make English. – Yeah. Because current Smathers, I mean Rio, it’s like one and dollars like four.
00:52:53
So it’s a big opportunity. – I understand that. I think it all comes back to the gentleman from Argentina. You have to decide what’s right for you. If you want global, if you’re chasing more dollars than make English content. – Okay. So, – But it’s very important.
00:53:07
I say this, I think this is every country outside of China and the U S has an inferior complex because there’s more money elsewhere.
00:53:17
This is a huge fucking country. – Okay. – And like huge.
00:53:27
– So folks in Brazil, – If that’s what you want to, but if you know, I can promise you just focusing in Brazil, what just Portuguese content can make you plenty of money and happiness if you personally want to be on a bigger stage. English is something you have to consider. – Okay. Thank you. – You’re welcome.
00:53:50
– Hey, Gary, good evening?, – Good evening. – First of all, you have to keep you at CBI. Lulu. – You have to be Well you in love you and Russia. – Yeah. So I’ll just give you a very quick contest because I want to respect everyone’s time.
00:54:05
When I was four years old, my mom stabbed me for Ethan. All the cucumbers we had for dad. – Stubbed you? – Yes. My hand, yes. when I was six, she smashed my face against the wall until it bled from my nose and teeth. Just was just because I was late one hour. Then she threw me at the graveyard that when it was late at night.
00:54:24
And honestly all my life was fear and sadness and sorrow.
00:54:29
And so, when I was 20 years old, I said either I keep myself awake, go. So I decided, I go and I left my mom and a few years later I became an entrepreneur and I’m not the most successful one, but I’ve done pretty good for myself. Quite happy. – Good. – And, [Crowd clapping] ah, but – No, that’s a story that resonates with me. It’s something I share very infrequently, but my grandmother who passed away this year, and maybe that’s why I’m a little bit more comfortable sharing it.
00:55:08
She was very difficult to my father too in the Soviet Russia. So I have a lot of empathy for that story. And I also know, and I know you know this, cause I see you made some doll with my face on it. So obviously you’re following.
00:55:21
I believe that adversity in youth is a very powerful advantage if you’re able to get out of it. If you’re lucky enough to be born with natural mindset or consume something that helps you get out of it, – Well a hundred percent so I came along the way, but I did become an entrepreneur out of vengeance and wanted to get even with my mom, my dad, my everyone, and I knew how unhealthy it was and then came along this American Russian who speaks way too much and curses even more and somehow I don’t know how, I really don’t know, but, but you changed me today. I work for happiness. I work for hail peanut other people rather than closing the most deals.
00:56:01
And I came here to practice what you preach, which is jab, jab, jab, right hook. So let’s start with the jabs please. Then we go to the right hook. – Please. Thank you.
00:56:13
First of all, Gary Vaynerchuk, I’d like you to meet Gary Vaynerchuk Also I’d like you to meet Sasha Vaynerchuk. – Very nice – And to make it devastating. Tamara Vaynerchuk. – Very nice. My two favorite people on earth. – Yes. Now I know you’re a private man, so I’ll make it in Russia if you want. I’ll do it for free. I’ll do [Foreign language] 100% Splunk. Now we just heavily a, – You send me an email to Gary at VaynerMedia and we’ll get hooked up. Thank you. – You’re welcome. – So – Thank you. – Now here’s my right code. And regardless of what [Crowd clapping] say yes or no, what I said earlier, I’ll a believer, I desperately need 20 minutes FaceTime with you whenever you want, wherever you want, please. – Okay. Two things.
00:57:01
One, jab, jab, jab, right hook.
00:57:04
When you give, give, give, and then ask.
00:57:08
It’s unbelievably important to me that people understand that when you give with something behind it, it’s not giving.
00:57:17
So the execution of that for the 20 minutes is not how I see the world. However, I just want to make sure everybody understands that. However, even with that said, and usually it’s not my favorite move. When somebody gives me something I didn’t ask for and then need something from me, which is the most valuable thing from me, my actual time, even though I don’t love that. I just love you. – Thank you. I love, – I will give you the 20 minutes. – Thank you. – Your welcome – Email me, we’ll get connected. – I will – I’m going to get one more in and then I’m going to call up the CEO and we’re going to have this far check. – Last one please. – You got it. – I love you. – I love you back. – Okay. Thank you.
00:58:04
We own a canabiss growing side flora 70 years.
00:58:13
We are rather than contact, jab, jab, jab, jab, all the time and the, now the market is opening for the big companies coming from United States. As you know, we can’t have sponsored ads on Facebook.
00:58:28
I’m aware or Instagram.
00:58:33
– So I’m asking you any advice, – Influencers, because that’s the most scalable thing. So giving the dollars to the influencer, they post and sometimes it stays up, sometimes it doesn’t. But my number one thing, I do a lot in the US with cannabis, with my Greenstreet company. You have to start a podcast.
00:58:54
You have to control the media podcast and even text messaging, starting to ask people for their cell phone numbers and putting out content directly to them.
00:59:03
– And we work very hard and chat bot also – 100% but even the chat bot, if it’s in within the, if it’s in WhatsApp, you’re going to be vulnerable. You want to go direct phone numbers and you want to start a podcast company because there’s no platform in the middle that’s in control of you. – Great. Thank you.
00:59:25
– Your Welcome. All right, let’s do the fireside chat. Thank you everyone. – Gary, this is very good shit. So do a couple more. It’s all about them so I can grab my intervention. Be right here. – Who’s got the mics? No problem. I just don’t know where the mikes are. Who’s got the mics? Go ahead. Yep, she’s got it. Yup, that’s fine. And then let’s, and then let’s go into the way fucking back. I want to get some of those, those peeps. – [Tiago] Hello Gary. My name is Tiago, me and my girlfriend.
00:59:58
We drove 380 miles just to see you and meet you. – Thank you. – I just want to thank you for everything you did. I brought pro-Russian with me. – Thank you. – This book changed my life. I’m, I work as a doctor, but I happened to be passionate about technology. So I started my YouTube channel following our advice my last year, one half year ago, and it started to grow exponentially.
01:00:24
You told me about voice I made Alexa contacted, blew up. My girlfriend was unhappy at her job and I said, read this book. And then Steve captain complaining about her job and I said, quit. You’re not, Gary says quit. And she quit her job and now she started her own slow fashion business. She’s happy as she ever been and we want to thank you so much and ask if you could sign my book and take a picture with us please. – 100%. – Thank you. – 100% bye.
01:00:55
– Who’s got the mic right over there? Go ahead. Get her attention. She’s got the mic. Go ahead. – Yeah, I came from there because no one is looking for the people on the sides and not just, eh, I think is really important to talk about a business that is really neat in Brazil.
01:01:10
That is, it’s schools teaching of course, and I am the first people, but the first person here that actually didn’t know you before are this summit. – No problem. I wasn’t, people didn’t, – Yeah, I wasn’t a big fan of you. I am now. You’re a really smart person.
01:01:31
I just wanted your opinion on how you think that teaching is going to grow in these platforms like YouTube, internet in general.
01:01:43
Do you think that actually we’re going to have a boom, let’s say, teaching is going to explode on the internet. Do you think that’s a market in the future? – I do and I think it’s already happened.
01:01:55
I think you and I have grown up in the last hundred years of modern teaching where education is being done through schools and leveling up until final university and then go into the world.
01:02:09
I believe that education is already happening.
01:02:15
If you just think about what that doctor, was just saying, literally the question before he watched my content in education form it, educated him to the possibilities and then he went and executed it. I think to your point, and you can, you can add, we can talk back and forth.
01:02:34
I think people that are educators in the current system are going to have to be very thoughtful that are they passionate about being a teacher in the current system or they passionate about educating in the macro? – Yeah, that’s actually the point I was trying to get, yeah, I know there’s a lot of people, already teaching other people on the internet. My, the thing I was thinking is that, my idea of future though, the thing I want to do in my future is teaching people online specific languages.
01:03:13
– You could do that now. – But yeah, I know. But do you, my question is, do you think, teaching is gonna go entirely to the internet, do you think? – I think society is going to go predominantly to the internet, will still live in real life, but there’s a very significant chance in 30 40 50 years that all of us are living in virtual reality and are spending a lot of time in that world. No different than the 11 hours we spend inside our VAR phone now. Yes, I do. – Like ready player one. The movie – Yeah I listened to, I think people in this room, including me, are very naive of where technology is going already.
01:03:54
We can see blockchain, VR, AR, there’s so many more inventions that will be invented before we die. Technology always moves. Technology always moves. So yes, I think so. – Thank you. – Okay. Who’s got the next question? I need the mic Wait, we got you. – Okay. [Foreign language] Gary, – How are you? – [Foreign language] – You’re going to die.
01:05:01
Yeah, I mean, brother, My biggest hope for everybody is to not have regret besides health, health, which you need. I want people to have happiness and as much happiness and as little regret. And you know you’re such a young man. We have so much time. We have so much time. I just wished that people had a better relationship with time. There’s so much more time and so I’m glad that that hit you because it’s very real. Everything I do, everything is knowing that it’s almost impossible to be a human being. 400 trillion to one. That is the math. The odds of being a, the odds of being somebody in here right now is 400 trillion to one. It’s impossible to be a human being and yet everybody here is one and I don’t want you to waste it. Why? – [Foreign language] – Thank you. Thank you. God lets us go. Yep.
01:06:14
– We can do the last one. Yeah.
01:06:17
– Hi. All right.
01:06:22
Earlier you gave us advice for producing content and I as them to they for Hobart to Prado for Microsoft.
01:06:32
What re twirls do you have every day that changes your life and I want what? – What brother? What? What rituals re re is yes, – that do do every day. And it changes your life – Every day. Yeah, every day. At some point, I imagine my children or my parents or my siblings, somebody in my family dying every day.
01:07:03
And that makes me happy.
01:07:06
And I know that that might be confusing, but every day I practice reminding myself what is actually important to me.
01:07:15
And if today I went to Brazil and gave a great speech and many people found out about me, and when I got back to my phone in an hour, one of my clients gave us $5 million more for Vayner media. And one of my videos went viral on Instagram and got 5 million views and maybe even this Sunday, the jets win a fucking football game.
01:07:37
Right? If all that happened, if all that happened, if God forbid one of the 20 people that I love the most got sick or died, I would not give a shit.
01:07:49
My only ritual every day is to make pretend somebody that I loved died, which makes the rest of my day very easy.
01:07:59
– Amazing. Thank you. – You’re welcome. [Crowd clapping] – Do them in a very tough spot here. I’m cutting this great conversation short.
01:08:10
Yeah. I’m also between you and your flight and between them and party with free beer. So, – Free beer is fun. – So unfortunately you guys, this conference is coming to an end. Did you like it? [Crowd cheering] so my only mission here is try to wrap up this conversation with some of the important things that we discussed here.
01:08:43
I think we all agreed that we had an amazing three days the last three days. Those are my questions to you. I’m a big fan since the wine library days. I actually met you, I’d probably don’t remember that. Mad at you at web 2.0 expo 2009. So that was a long time ago. – In Portugal? – Yeah, in San Francisco.
01:09:06
So my first question is you want to buy the jets? – Yes. – Most people here probably don’t know why.
01:09:13
So what I want to know is, what’s the power of stating out publicly a goal like that? And please explain why you went about it yet. – When I was five years old, six years old, I moved to New Jersey. I wasn’t speaking English. I had a very tough time in. When I first came to America. I went outside and some boys were throwing in American football. I went over, started playing, and they said to me, what team do you like? I didn’t know. They said, you’re in New York jets fan.
01:09:43
I, okay. That was 1982 every single Sunday.
01:09:48
Since that day I have watched every single play of the jets. During that summer or a year later, all my friends had jets, jerseys. We were poor.
01:09:59
So asked my mom to buy a jet shirt and she said no, but at night she knitted and made me a jet sweater. That is my prize possession. I have it in a safety deposit box. When I buy the football team, I’m going to hang it as soon as you walk in.
01:10:15
For me the jets means America means happiness means the beginning of my life. When I started, when I was in fifth grade, they asked us, who do you want to be when you grow up? And everybody wrote police, man, astronaut, all sorts of different stuff and I wrote the owner of the New York jets and that was the first time I said it publicly and I’ve said it basically to everybody I’ve met since and then obviously over the last 10 years as more people got to know me, it’s a part of my story. It’s very important. It’s actually very similar to the nice gentleman from Argentina. It you have to be self aware. For me, entrepreneurship and building businesses has always been my happiness.
01:11:02
Lemonade when I was five to being right here with you today at 43 so for me wanting to buy the New York jets is very important because it’s a goal that allows me to play for a very long time and that is what brings me happiness, the process. As a matter of fact, I’ve already made a video maybe five or six years ago that I have saved and it’s the video that I’m going to share with the world. The day I buy the New York jets and in the video I tell everybody that today is a sad day. Not a happy day because something that I’ve been chasing for a very long time has come to a conclusion. And then I make a joke about winning a Superbowl and something like that. But nonetheless, it’s important for me not because you shoot for the moon and you land in the mountains.
01:11:55
It’s important to me because it represents a process.
01:12:00
I want everybody here to love what they do in the process, not necessarily the stuff that comes along, money, fame, vacations, clothes. I want them to love the game, not the stuff.
01:12:13
For me, having a big goal lets me play longer. – Got it. Got it. Thank you. – Thank you. – Last couple of questions.
01:12:22
So, another thing that we talked a lot about year, Is this tragal especially for entrepreneurs. Now we have to deal with that. You always talk about hustling, what keeps you up at night today? Like, cause you’re a successful guy still, but you still have some, right? – Yeah. But, but that’s what I signed up for.
01:12:47
Like I don’t understand. When people are trying to aspire to be unbelievably happy and unbelievably wealthy, it should be hard. Like every day is hard. I landed here from these three flights to get here and immediately I get wifi and there’s four texts from clients. Problem, problem, problem, problem. It should be hard.
01:13:10
My struggles today are 100% outside the framework of my business. For me, that’s my safe place and I accept that there’s going to be tough things. As a matter of fact, this is funny, I didn’t do it on this trip, but sometimes when I fly and I have to fill out custom forms, when it says occupation, I write for fire fighter.
01:13:35
That’s how I feel an entrepreneur is you’re always ready for another fire, whether it’s two o’clock in the morning or nine 30 you have to be ready, and I don’t struggle with that because I’ve been practicing it my whole life, which is why I fear when people try to become entrepreneurs because it’s cool. Now I worried about that because it’s very hard and if you’re not used to losing, I lose every day. Every single day I lose.
01:14:04
And unless you’re good at that, you will not like entrepreneurship.
01:14:10
– And how do you know what’s interesting? – There’s something interesting there. You know where my mind just when I apologize. Well my mind just went is, it’s funny where I just went as we’ve just finished that you were about to clap. I said, I said to myself, I said, it’s hard to lose when you already lost.
01:14:29
I’m already pop committed to the game. I know what I signed up for.
01:14:34
You can’t lose when you already think you’re losing. Everybody thinks entrepreneurship. I’m going to start the next fucking Uber and be a billionaire. No you’re not.
01:14:44
And the second you understand that is when it gets good.
01:14:49
– And now we run multiple companies. Most of them are very successful. How to prioritize her life, how to balance stuff and only don’t allow them the word balance, but juggling.
01:15:03
– And being okay. The reason most people aren’t doing what I do is I’m okay juggling and letting something fall because I don’t. If I was juggling right now, eggs and you were all impressed and I dropped an egg and you all said I wouldn’t care. It’s part of the game.
01:15:22
So for me it’s easy to do the wine and the business and the sneakers and all the stuff I’m doing because if something fails, people will tweet about it.
01:15:31
People will write about it, but I won’t hear it. What’s so important and the one thing I wish for all of you, and it was earlier to the parenting question, as you can imagine, especially if you don’t know me and you just discovered me and you see how people are talking about me, you could imagine how easy it is to get high when people say that you’re changing their life and all this unbelievable, but it’s very funny for me. I don’t, when I hear the beautiful things that are said to me, I think about Sasha. I think about my parents.
01:16:02
I think man, they did a good job. I’m the product of them.
01:16:07
I’m the product of immigrants and struggling and good parents. So when I hear nice things, I don’t get high. But that’s a very good thing because when people say the reverse in my comments or negative things, I don’t get low. When you become detached, detached from either positive or negative comments, you win. The reason so many of you struggle is you like the compliments. When people say you’re pretty, you like the compliments. When people say you’re smart, you like the compliments. When you’re dressed good, he came up with a good idea. You scored a goal. You made a couple of you like that.
01:16:48
So when, but now you get used to the feedback. So then when somebody says your shit, you believe that too. I don’t believe either. I hear nothing. It’s super quiet appear. It’s super fucking quiet up here.

00:00:01
And i’m on a i’m on a strange um internet um system so i don’t know how good this is
00:00:08
i think it’s got to be better than mine so um we will um we’ll get started here so
00:00:14
this is thursday it is the weekly insider’s club mastermind call i’m looking at people walking on the beach
00:00:20
in front of me today oh wow so um this is the weekly weekly thursday mastermind call we do this every week
00:00:27
we’re getting new people in the insiders club all the time we have lots going on so if you’re new
00:00:31
here and you haven’t been to a call yet please uh type your name in the box and tell us
00:00:36
that this is your first time uh just type in the chat okay good everything
00:00:41
looks good thanks john all right um so so this is the last week of the focus on content
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month so august is our content creation month and one of the things that we’re finding
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out by doing some surveys and stuff is that people really don’t understand how to
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use content and why you would do so much content so you know if you’ve got questions about the content that
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you’re creating or if you’re creating content or if you’re not creating content
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uh and you know type that in the box here in fact if you would just answer this question
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are you creating content every week yes or no okay
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i’m listening yeah any content don’t care whether it’s blog posts images or whatever we’re
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going to get into that a little bit and figure that part out too so then the next question is going to be
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are you getting are you distributing that content for traffic purposes yes or no
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okay good i’m getting not like we should be not yet
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yes um hold on charles up turn that down please so um let’s see okay so that was the two
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questions you’re you’re creating content and and you are distributing content okay
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so or not so if you’re not distributing content you’re not you’re kind of wasting your content and we’re going to
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talk about a couple of things why it’s so important and all of that so um i’m sorry hold on one second i can’t
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i can’t do this hold on just a second okay i’m still here
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all right so um the importance of the content is to get traffic that’s the only reason you’re doing it
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right so that’s the reason that you create content is to create more traffic for your site so if you’re
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creating a lot of content and not distributing it you’re not getting any
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traffic and that’s a huge waste of time and effort so that’s one of the things that we’re really going to talk about
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um we’re really going to talk about it in the traffic workshop that we’ve got coming up
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and if you haven’t signed up for that we’d love for you to sign up for that um but the important part about content
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is always understanding why you’re doing content let me tell you creating content
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is a lot of work i mean it is it is if you’re creating good content with
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a purpose it’s a lot of work so you’ve got to have a great purpose for doing it one of the things that i was listening
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to the radio station was on my way down here and uh the news station and they were
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talking about how um the pandemic is going to change all of the way it is
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going to change the way people do business for a long time and they were talking
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about it being almost the death of brick and mortar and brick and mortar businesses are going to
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have to figure out how they actually sell stuff going forward because they’re not going to get the traffic the foot
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traffic like they used to so the um the the point of that was that
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for them to compete in the online world they can’t compete like they used to compete with a billboard and with
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newspaper ads and stuff like that for people to walk in they’re gonna have to compete with
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content just like everybody else to get people into the system there’s gonna be a huge
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opportunity for you folks who know how to do this and are learning how to do this because
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you can help those brick and mortar businesses in your area learn how to get more content online
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drive more traffic in via the web sell more stuff and they become a delivery outfit that’s all that is so content
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really is kind of the key to everything because you can’t get con you can’t get traffic without driving
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to content and so that’s why this is so important now if you guys have content you want us
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to look at today we can do that um the yeah john says you’ve been working on a
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project for over years that’s your tv thing that you’ve been doing your documentary
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yeah okay so let’s talk about a couple of aspects
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that go into that content the first thing that i’ll give you an example
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jennifer is on vacation as of yesterday she she went away with uh three girls that
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she went to school with and all that kind of stuff and um
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they’re all been quarantining for a while so they could do this safely and they’ve rented a cabin
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and they’re in a cabin in the north georgia mountains and you know they’re just having a good time
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and on the on the way down here this morning to tell you this quickly before she
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before we move on on the way down here she said he’s going to be on the call and i said yep i’m going to be there
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but i don’t know it’s going to be right at the time and so when i walked in the door here i had a
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skype said are you there yet i can never get away by the way and i said yeah i’m there i’m vlogging in now
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and she sent me back she said thank god i’m in the lake right now so she was not going to be able to get
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on but anyway what i was saying was the the thing that she did this week she was going to write
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a bunch of emails before she left for a program and you’re hearing you’re getting emails on those today
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today i think it started today uh about the kevin fehe project restart and she was part of that interview
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series and kevin is a great content creator and he creates all of his content
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with a defined purpose so kevin created an interview series and this is an oto one of his
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of this thing that we’re launching today the first part of his of his project is a blueprint the oto
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one is an interview with over 20 people about what they would do if they had to start over and uh what
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kind of businesses they would do and what they would what kind of blueprint they would use and what tips
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did they have and all that kind of stuff he interviewed jennifer for that um and and so she was gonna write the
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emails for this and so she hit me up on tuesday and said okay i need your help she said
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i cannot come with it i can’t come up with the angles like you do and so
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you know i never start an email without having some kind of hook and it really does use our seven-step
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storytelling process is what we try to do in the emails as much as possible and if you pull up that storytelling
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template you’ll see what those seven steps are but all of our content um uses that storytelling process as
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much as possible and and so she gets stuck on the hook because she can’t really put
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the words in place about um to get her mind in place about what how to how to convert experiences into
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the content as a hook now i just said she can’t she she’s not experienced enough at it yet that she
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can do it easily when you get experienced at it it you see it everywhere
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so you know there’s a dozen things that have happened this morning already that could be a hook
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for me to write more emails on today so i went through and just started creating the hooks and she
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filled out the rest of the body on on these emails so it was a collaboration
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that way now the reason i brought that up is because emails are as much content as anything
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so you have a lot of content that you’re creating you’re creating emails you’re creating blog posts you’re
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creating [Music] articles for medium and for
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linkedin and for facebook notes you’re creating facebook posts and you’re creating tweets so if you go
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through our daily content profits checklist you’re going to see there’s about 30
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different things that you can do and you just really have to choose which of those you want to focus on when
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you’re creating your content and the the best thing to do with this is to come up with a plan
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so you start with your plan of where you’re going to get the most bang for your buck
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right where you’re going to get the most bang for your buck from content so where’s your market where is your market
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is your market on facebook is it on instagram is it in uh is it on twitter
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those are completely different approaches is it on youtube that means you got to do a video
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right so those are different plants but they can use the same content as the basis of all of that
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so uh john you’re asking would you say that hooks are the same as prompts for
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writing i’m not sure what you mean as prompts for writing but if you’re talking about
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a way to get people in to your into your content yeah that’s what a hook is a hook is
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something that grabs people and if you look at again if you look at that storytelling template you’ll see the
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first thing you do is a hook and a hook can be a subject line of an email or it can be a
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first paragraph in in the newspaper business when we used to write articles the the
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first paragraph was always the lead and the lead was the encapsulation of the entire article the point
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of the article so that you started with the most important information first and then you went down with
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supporting information below that it’s called inverted triangle writing and
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the lead is not written and in the newspaper business there was news writing
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and feature writing and news writing was lead based what’s the most important thing that you
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want to say and that’s when you’ll find stories that say like um
00:11:34
um black men shot seven times in the back in kenosha right that’s that’s a lead
00:11:41
that’s a that’s a lead that gives you the most information at the top and then you start drilling
00:11:47
down to it below that feature writing is um more of a where you get more creative
00:11:54
and that’s a curiosity that’s often biographical information and it’s uh it’s how-to articles it’s
00:12:03
the travel articles are great so you paint a picture when you do a hook in the first so john does that help with
00:12:10
your question so a hook can be a question but mostly it is something that jumps out
00:12:19
and grabs you it’s not it’s it’s the kind of thing that engages you and then you want to
00:12:23
hold on to it when you’re writing so uh let’s see you guys are asking some
00:12:29
questions here let me check in here and by the way since we are just me today
00:12:34
not going back and forth with jennifer if you want to open up and you’ve got a microphone and you want to ask these
00:12:38
questions we could talk about it you can do that so um well you can always do that but i
00:12:44
encourage you to do that today okay so mike says send goes for broadcast news
00:12:50
and that’s the what any news is that way because that’s the you have those two distinctions the news
00:12:55
lead and you also have the the feature kind of writing style you may have that news lead
00:13:03
approach when you have a launch that you’re doing or you have a tool that is ground
00:13:11
breaking or you have a process that is ground breaking
00:13:16
because you want to get the information at the top that drags people in quickly because this is
00:13:21
problem solution here it is boom right there at the top if you are uh trying to
00:13:31
build suspense build momentum that kind of thing then it’s going to be more of the story based
00:13:35
kind of thing okay so john you said what if a person has a product but doesn’t know how to
00:13:42
reach their target audience which john is this we’ve got three john’s on here john
00:13:47
go ahead and unmute yourself hello hey so tell me what you’re talking about okay
00:13:53
so one of the things obviously that we’ve been talking about is the the art history documentary
00:13:59
docudrama that i’ve been working on initially it was going to be for teenagers and adults in the homeschool
00:14:08
network but as we’ve developed that a little bit more trying to find the right people
00:14:13
online particular has become really really difficult because they’re wanting a product for
00:14:17
literally peanuts so it’s trying to find the the widest market but at the same point the most niche market that it’s
00:14:24
going to be uh perfect for and i literally agonize about this now because you’ve got a good
00:14:29
product a fantastic product but then it’s how to get it now into the right hands
00:14:35
so tell me more about the product but what it is okay so it’s called after the ages and the best
00:14:42
way to describe it it combines art and history together so you’ve got an art tutorial
00:14:46
um and this will be the full course you’ve an art tutorial that could be on say polls
00:14:50
it could be a big ban it could be on uh anything from this series in the industrial revolution
00:14:56
you’ve also got then a documentary that goes along with it um so i suppose add more of an
00:15:02
entertainment feel and there’s a different way to hook people in because if they see the show
00:15:08
then it’s it’s another way to people or for people to engage with it promote the artwork and
00:15:14
also hopefully get them buying the the full course so now is this historical or is it our that you’re
00:15:20
producing both okay okay so you have a historical hook
00:15:25
to this so really what you’re telling me is that your niche market for this is people who are interested in
00:15:31
history history uh as well as how to art okay so those are two attributes that
00:15:40
will blend well together right yeah that’s kind of what i was thinking with it
00:15:45
so when you start looking for your target market there you’re not going to go
00:15:48
you you start by subtracting yeah so you go to well you’re going to be you got two big
00:15:55
big levels here you got art and you got history yeah so where do they blend where do
00:16:00
they meet well i think for this in particular because this started
00:16:05
originally with a former member of staff and we just started batting ideas around and it was a different way
00:16:11
when i was doing facebook ads to really promote so it could be people that were fans of
00:16:16
saint paul’s big ben jack the ripper et cetera et cetera et cetera um and it was at that point that they
00:16:22
started to blend when we had a jack the ripper art piece that was there and the fans of
00:16:27
jack the ripper was starting to see it and then start to hear about the show they were all getting really really
00:16:31
excited and we started selling record amounts of prints for this specific piece okay so let’s
00:16:37
talk about that one specifically because what you’re telling me is that you created an art piece is that right yeah
00:16:41
that’s correct okay you created an art piece about jack the ripper you followed up with a
00:16:46
documentary about jack the ripper and then you have created a whole story around that yeah so history
00:16:55
teaching on this is an obvious um solution right yeah so when you talk about history and art there is art
00:17:01
history yeah you’re going beyond that i’m going beyonce so for example
00:17:06
um without giving too much away the docudrama side of it is yesterday given the
00:17:11
documentary of the way it would have been and what would have happened but it’s giving the audience a very
00:17:15
unique perspective of what if you were able to go back in time so for example
00:17:21
what if you were sent back in time by your future self and you arrive at this moment in time how
00:17:27
you’re living there you know all the things that are going on the stories that are happening as
00:17:31
well and and it’s another way to hook people in um
00:17:35
so maybe something far bigger than it needs to be well homeschooling is probably not the
00:17:41
right thing right yeah because it’s not an instructional yeah i’m finally even with my own things my own
00:17:46
art courses yeah so it’s actually more entertainment than it is than it is homeschooling
00:17:53
those kind of education so how do you get this into the entertainment industry
00:17:57
is what you’re after yeah that’s that’s the hard day okay so um then your your target market
00:18:05
here has to be entertainment producers right right so that’s a pretty small market
00:18:11
yeah okay and one of the ways that people make make an inroad on this is driving
00:18:18
traffic to their youtube channel where people see it becomes a viral kind of effect right
00:18:22
that’s kind of what i was thinking as well in doing this because the last thing i want is to put in
00:18:26
nearly two years worth of work and then for just to go nowhere right right okay so your
00:18:33
your platform here’s going to be youtube yep and any other video distribution channel
00:18:40
and you’re going to be tagging and targeting producers television uh film companies
00:18:47
that kind of thing so who does all of the who does all of the uh reality tv you’ve
00:18:54
got a lot of research to do to find out who the producers are so that’s the deal and how many of these
00:18:58
do you have in the can at the moment it’s going to be a 10 episode
00:19:03
series but i have uh sat and actually i’ve got potentially 10 series um so it works out
00:19:11
about 50 paintings so the three ways of getting it is you’ve got art courses you’ve got ways to
00:19:15
promote my own artwork and then you’ve got an art history ducky drama as well to really engage
00:19:20
with an audience to again um promote our business as well
00:19:25
okay so what’s your let’s get really focused on what your hook is on this because your hook is not
00:19:31
the art courses or the paintings the hook is the entertainment value
00:19:37
right so you know who does this really well cool steve the travel writer somebody help me
00:19:44
steve steve steve the pbs guy who traveled yes guy yeah what’s his
00:19:52
name steve i don’t remember but but but yes that does
00:19:57
google it yeah so steve steve rick steves that’s it thank you right okay rick steves
00:20:03
okay so rick steves does this really well he’s built an empire around the entertainment of
00:20:09
travel okay he sells travel tours and travel trips and travel guides and travel
00:20:16
paraphernalia right so that’s what you’re talking about you’re talking about the
00:20:21
entertainment and selling your other stuff secondary yes your focus has to be on the
00:20:24
entertainment piece of it if this is what you want it’s this documentary and assume that you want the broadcast
00:20:29
version of this right because i mean the the really cool thing is we have had some of the big um
00:20:34
television companies over here that have all come back with really positive stuff any um content that we want to use we’ve
00:20:42
basically been given with their blessing within reason um and you know for them to turn around so
00:20:48
it sounds like a really good idea it’s not been done before see how this goes and we’re doing this for a really
00:20:53
small team and small budget and so thankfully everybody’s been really on board with it so
00:20:58
so is there an is there an offshoot to this to the to those of us who are grand design
00:21:05
followers and dream of if we had the time and money and and we’re at the right age
00:21:11
if we actually built our custom house or what a dream house like is there an offshoot to the
00:21:17
entertainment of uh interior or design or custom build or yes so so i was going to say that
00:21:24
actually dominique that’s a really good point that john you’re you’re going to be studying
00:21:29
rick steves and all these other kind of people in that field right in the reality business
00:21:35
yeah but people like rachel ray or um one of our favorite programs now is hometown on
00:21:41
hgtv and it’s a couple that is basically trying to restore their entire town it’s a completely
00:21:48
different approach one house at a time and so it’s really an interesting approach and it’s all
00:21:53
entertainment because they don’t really show a lot about how they do it right so there they it’s about it’s
00:22:00
personality based and all that so dominique to your question about this this would fit with any niche
00:22:06
if you want to um if you’re in the cooking niche i saw willie on here a minute ago i
00:22:11
don’t know if he’s still here or not but willie’s in the cooking niche and other niches as well and it could
00:22:16
easily become a program which is entertainment based if that’s what you want
00:22:21
and sell secondary now the thing that’s really cool about this is that you don’t have to be on pbs you
00:22:27
don’t have to be on abc nbc hdtv uh dfy channel whatever it is you know the history channel or anything these
00:22:34
days you can do this via youtube right so you get a following of a million people on
00:22:39
youtube which i know this sounds crazy to say a million people but you get a following of a million people and you’re
00:22:45
never going to work again you get a following of of of 50 000 people
00:22:51
on youtube and you’ve got a really good start people take notice right so that sounds like big numbers um
00:22:58
but when you have a focus and you drive the right market toward that you can do that on any of these now that
00:23:04
is that’s video content but but remember video content spins off into books it spins off into
00:23:13
tweets it sends off into facebook it’s social media all this stuff now i see mike is on here
00:23:20
mike beak um mike why don’t you open up too if you can for a second
00:23:27
you got it before i ask you a question dominique did that did that make sense um uh yes and i had other thoughts too i
00:23:35
mean those of us who used to go to the art gallery in the museum and don’t right now
00:23:39
like there’s there’s a whole market and i know that i got involved with trying to recreate
00:23:45
the um you know the historic colors and do all of that
00:23:50
there’s somebody up in canada debbie travis who had a whole show on this uh restoring her own house
00:23:58
old historic house in montreal and then there’s
00:24:02
a nicole whatever her name is up in detroit um who’s also restoring uh
00:24:09
houses so there are a lot there there’s a wider audience for this i think yep i agree
00:24:15
i agree and i don’t think anybody’s doing it so it’s really and this makes me think about my niche
00:24:21
and thinking a gee i could i could switch my niche into um into broader and more
00:24:28
entertainment or i’m a tax accountant bookkeeper and i just thought only small
00:24:35
for services based business and i thought oh that’s all i had to sell but gee everybody’s interested in their
00:24:41
budget and numbers and understanding economics there are other products that i could
00:24:46
offer because i’m an economist by training so and you would you would study susie
00:24:50
orman and and dave ramsey and those kind of people for that yeah so yeah okay okay mike i wanted to talk to you
00:24:56
because you just intrigued the crap out of me this week with the big green egg
00:25:02
so if you don’t mind mike put your your link to that uh blog post in the okay chat box there mike posted a little
00:25:12
thing about making bagels this week and i don’t know if you guys saw it or
00:25:18
not but it was just beautiful bagels and i really really want i love bagels my
00:25:26
wife said she she does not understand why i love bagels she said they’re just carbs it’s
00:25:31
just all carbs why do you love bagels i said because they’re just carbs they’re just
00:25:34
all carbs i love bagels so anyway mike made these beautiful bagels
00:25:41
and so when we started asking questions and then and by the way the picture was the hook
00:25:46
right mike yep the picture was the hook so when you go to mike’s um green egg chef
00:25:54
green egg chef is it is it the front one on there uh i gotta see actually i don’t know i’m
00:25:59
going there now yeah it actually is okay green egg chef.com right it’s the top post yeah
00:26:05
okay so i went there and i read the entire thing i watched his video on how he was doing
00:26:11
it by the way you know you had about two minutes of blank video at the end of that i know i
00:26:15
saw i said when i did it the other day because i didn’t i haven’t looked at it in years so
00:26:19
okay thank you but it’s still really interesting i know so um he went through the entire process
00:26:26
really nice production of creating a video for that and and mike i didn’t know that you were such a baker
00:26:31
or such a green egg person um i’ve been i was a big green egg person because i have bought my umpteenth
00:26:39
weber grill in the 90s right and that one rusted out and yeah okay there’s lots of us probably
00:26:47
and so um i said okay i got to buy new weber what’s out there and i found this group a chat group
00:26:54
of a bunch of nuts seven by 24 that talked nothing but barbecue right nothing but
00:27:00
and this whole surrounded this thing with this one product called the big green
00:27:05
egg which is a kamado cooker there are kamado joes there’s a lot of them right now it’s a big heavy ceramic
00:27:11
cooker that was developed in japan and china and um i said i said to my wife i said i think i got
00:27:18
the replacement it’s not cheap it’s expensive but i want to buy it again because it’s guaranteed for life
00:27:23
and she says what is it i said it’s called the big green egg says what color is it i say green
00:27:27
she says not my deck we’re not doing any green so i’m working out of my house at that
00:27:32
time and i get a knock at the door one afternoon there’s two burly guys out there with a
00:27:38
big table and a big green egg and they put it on my deck and that was my birthday present
00:27:43
for that year and i have been hooked ever since well you the video that you did was very
00:27:48
entertaining because you i mean it was really nice it was like it was well done
00:27:52
thank you i assume you did that yourself yep tell people about creating that content how long ago was that
00:28:00
that goes back probably uh three years ago okay i don’t know if you ever heard of a
00:28:04
guy named rob berkeley no no okay some people may but that’s right go ahead yep
00:28:09
now you go ahead you’re going to tell us how you did this video well i i did how i did the business i mean how
00:28:15
i did the cider the video the video the video well i just mounted a camera i
00:28:21
think it was maybe my phone i think on a tripod and there’s steps i went through that’s
00:28:26
the steps i go through in baking the bag and preparing the bagels and i just put
00:28:31
the camera wherever i was at that point in time in the cook and um and then i used some tools after
00:28:37
that i you know just video editing tools that i got to speed things up i found the
00:28:43
right music in the background and um so you could see the steps i go through but not have to
00:28:48
go through each step to its completion and it was a good yeah yeah so what what you start my
00:28:55
point is yeah that about this and you’re you’re getting right there with all of this is
00:29:01
you first off you said it’s big green egg chef right green egg chef yes green egg chef okay i didn’t want to
00:29:07
go big green egg trying to keep a little bit away from the copyright in fact when i try to
00:29:12
copyright the name i got slapped the lawyer yeah okay so um
00:29:21
so i put it in the uh the chat box there for you guys to go look at um the the the thing i wanted to get to
00:29:27
with the uh the content was several things here first is
00:29:31
you can create content these days with a with a phone i mean that is your primary tool
00:29:37
for getting started with content these days is a phone you can either video with it or you can
00:29:43
dictate into it to really get started i see john sometimes when we’re doing that john’s
00:29:48
talking into his phone sometimes and i know what he’s doing he’s dictating an idea
00:29:52
that came as he’s listening to this i hope maybe he’s talking to somebody else on the phone i’m not sure
00:29:58
but anyway the phone is your tool and you really think of this as your tool um so the um what what mike did with
00:30:07
this video though was created an entire blog post around this now it’s three years old
00:30:12
still absolutely appropriate and is doing repurposing with this and building out on his site so is this part
00:30:19
of your social media distribution or did you just happen to put it up there on facebook that day
00:30:25
oh i just have to put it up on there actually to be honest this was an ongoing um attempt at
00:30:33
some marketing um experiment which was to build to build a site and this is the reason i mentioned
00:30:40
rob berkeley was he was i i met him through the glazer kennedy world he was my mentor
00:30:46
really great guy he passed away from his cancer about a couple years ago is terrible
00:30:52
anyway he said to me at one of these glacier kennedy things mike after we listened to
00:30:58
somebody up on the stage green egg chef and that one sat in me in my mind you know and i had started this
00:31:04
kind of i built a video around how to make a pizza that’s you know back back then anyway he
00:31:10
caught up with me a few years ago in 2017 i think it was or 1617 and he said mike
00:31:15
there’s some marketing i want to try i’m following this guy he’s in europe and i think it’s really
00:31:21
good and what it is basically was building a site um and this was the green egg chef around a
00:31:28
concept where you’re basically posting blogs and you’re and you’re basically an
00:31:32
affiliate marketer where yeah so it’s going to ask you how are you monetizing your content that’s it that’s
00:31:37
i mean that’s what it was intent was to monetize this primarily by finding products to talk
00:31:44
about you’ll talk you’ll see subjects are like salt i mean some really crazy
00:31:49
niches in this you know in the cooking business and not promoting anything that i do
00:31:55
necessarily although i do have my pizza recipe out there one can buy
00:31:59
but it’s really to find products that i kind of review and then get the affiliate you know
00:32:06
money it didn’t turn out to be as lucrative as i wanted it to be so and then he was
00:32:10
getting sick so i just sort of it’s been off to the side i’d love to do it but i just it wasn’t
00:32:16
monetizing enough for me to continue devoting sure whatever little time i have to that but sure
00:32:21
but if you really targeted this for people who are big uh who are um green egg owners
00:32:28
or kamado owners um or people who want to be yeah that’s a pretty good sized market right
00:32:35
it really really is and they’re and they’re and they’re committed there like i said yeah
00:32:40
the people you spend by 200 bucks on a on a big green egg you’re going to be
00:32:44
committed it’s not that much just you can get it for a thousand okay but anyway it’s that’s exactly
00:32:50
right there’s a they’re really a motivated it’s like any niche whether you’re in
00:32:54
golf or you’re in cooking or you’re i mean the niches have riches that’s for sure
00:32:59
and this gets it down to a pretty good niche in the grilling world okay so the um the thing about the
00:33:06
the the niche that you’re talking about and the the green egg is a thousand bucks
00:33:12
there’s probably a lot of money there because you know they’ve got money if they bought a green egg
00:33:16
oh yeah but you also know that they are going to justify that purchase by buying more stuff
00:33:21
i mean that’s what happens right so when you’re looking for a niche to promote and build content around
00:33:27
what are you going to look for you’re going to look for something where they’re already spending a lot of money
00:33:31
and you want to build your content toward that right so mike thanks i appreciate that so the
00:33:38
the video that you did you also didn’t turn into a blog post and then you started doing it on
00:33:42
facebook and that worked really great so you made it again mike you’re muted you’re muted now you’re unmuted
00:33:52
you’re going to get a recipe in the mail david oh good and and and if you have if he gets stuck i
00:33:57
might even because there are many other people like in my rotary club and people around the country who
00:34:02
know me they would love me to be online while i coach them on how to make the bagels
00:34:08
pizza i make the best new york pizza in the world also comes from the green egg chef so i
00:34:14
might do that you know i’ll let you know okay i’d like to see that thanks um that’s by the way another way of driving
00:34:20
traffic so all right um let’s see
00:34:29
look at tony’s message to you mike there she’s got a problem signing in there uh cindy i put the link in there and
00:34:40
okay so let’s see all right so let’s talk more about content and
00:34:47
who has um who has stumped with the content that they’re creating right now creature your voice are you coming are
00:34:53
you having a difficult time coming up with your voice that’s the thing when you’re creating content because that’s
00:34:58
the most important part of your content is getting people to know you
00:35:02
relationally so you’re building that relationship by um
00:35:10
just by consistency of who you are and what your voice is so talk to me about that who’s doing this
00:35:15
who has questions about that part nobody so i do i do um uh i am uh i’m a bookkeeper tax
00:35:28
accountant and i’m developing uh a couple of different coaching and training programs
00:35:33
right now it’s um i have uh two focuses uh one is for small corporations and the
00:35:43
other is for proprietorships okay and it’s to help owners understand um
00:35:52
understand how easily they can meet their uh business object business objectives while
00:36:01
um gathering the right information so they can manage their business profitably and manage their
00:36:07
cash flow and so um i swap back and forth between text be in my
00:36:14
head and my drafts between tech speak and kind of business uh business speak and you know
00:36:22
sales speak so i i’m i’m what’s your goal dominic of this of your communications with
00:36:28
these people is your goal to train them or to sell them
00:36:35
i’ve i’ve got um sorry just one second i’m going to close the door so i’m i’m a solo practitioner
00:36:50
and i’ve only got so much bandwidth but i’ve got a lifetime of knowledge what’s your goal um so my goal is to
00:36:58
find some uh a good a clients for me and then for those who already have other bookkeepers and
00:37:07
and tax preparers give them more knowledge so they can gather their information better okay so
00:37:13
your goal you’re telling me is that you want to sell to get clients yes that you want to
00:37:18
train with your courses right yes correct so training with your courses is obviously where you want to
00:37:24
get into the tech speak correct because you’re going to be talking to people
00:37:29
in the courses about the actual how and i’m going to talk about computer tech speak i’m talking about
00:37:35
that the how to’s and what the how-to’s yes and wherefores and all that kind of stuff with your
00:37:40
training so that’s a different voice right it’s still dominique but now we’re in
00:37:46
learning mode right and so that is straightforward step by step
00:37:50
one two three four that kind of stuff the second the first one though is the selling and that’s relationship building
00:37:57
so you can’t train and sell you can but but you don’t want to do that
00:38:04
right focus on the selling piece which is the building the relationship because selling happens when they know like and
00:38:10
trust to be to use that cliche so they got to know who you are they got to like you
00:38:15
and then they got to trust that you’re the person with the right solutions so going deep into and and here’s what
00:38:21
happens with us and i know a lot of people that do this as well is that
00:38:27
when you know a lot you tell a lot and that is death to a sales process
00:38:37
so right i only know i only know how to do binary i only know how to do non non non not content based
00:38:46
without any stuff or at the minute my mouth opens in text uh all this jury all this
00:38:53
technical stuff and i i watch people’s eyes glaze over so and you have to break yourself of that
00:38:59
because if you want to sell you have to break yourself of that because if you don’t you don’t do the
00:39:05
selling part so you have to get really focused on what copywriting is and copywriting is
00:39:09
completely different from training and so what the first thing you should look at is our
00:39:15
home run copywriting course in the insider’s club so that is a walk through on how to do that
00:39:20
entire process so um all right so um does that make sense what i’m telling
00:39:28
you because you got the knowledge obviously um
00:39:34
in theory it does but oh my gosh i the uh right now the only way that i know how to write sales copy is i speak
00:39:43
it i i either tell somebody or i pretend somebody’s on the other side and i tell
00:39:48
them i record myself and then i transcribe because i can i can speak
00:39:54
human yeah but i write tech okay so let me tell you something and you’re not gonna like this
00:40:00
that’s why advertising agencies exist because um people who love their product and are
00:40:06
in the middle of their product um can’t sell their product most of the time
00:40:11
and that’s why we have to hire a copywriter sometimes i mean it is so important to um
00:40:17
to be able to step back and talk about benefits right i i used to agonize over like i
00:40:23
mean i’m not new to this game i was in a different version of it i was in you know big systems implementations for
00:40:30
22 years prior to be being um being a uh being in practice
00:40:39
as a public accountant but um it would take me six to eight weeks of agonizing over copy
00:40:47
practicing creating newsletters before i ran out for my one year speaking tour and you know about two months into it i
00:40:56
finally got the ahas and um and then i then i learned you know i learned the human speak
00:41:04
and when i’m trying to create content and blog posts and i’m trying to do one or two things a week or three or four
00:41:11
things a month i don’t have my six weeks to two months so i understand
00:41:16
i understand so here’s but it does take practice i mean this is the to me this is the this is the most
00:41:21
important thing that we have to understand is we got to do this stuff over and over and over and over i still
00:41:27
write copy i’ve been doing this 15 years and i still have to write the copy over and over and over
00:41:33
to make sure that i keep the benefits up front at the top and focus on everything else so let me
00:41:39
just say this one thing and then i want to move on to somebody else let me just say that
00:41:43
when it comes to writing sales copy if you have trouble speaking as you call it human
00:41:51
i’m going to tell you it’s more more persuasion than anything it’s like almost non-human but it is psychological
00:41:56
but if you have trouble doing that the thing you need to do is practice with a human so get somebody
00:42:03
across from you and talk about your product back and forth on a recording and pull out those pieces
00:42:09
that work and then start drafting longhand and stay away from whenever you see tech
00:42:18
whenever you see somebody’s eyes glaze over as you said about the tech piece yank it you just have to be brutal
00:42:25
when it comes to copywriting okay including that thank you okay all right thanks dominique that was
00:42:32
good all right uh let’s see okay who else has wanted to talk oh
00:42:42
what’s it i think it was pat pat are you here did you want to talk about that for a second
00:42:51
i i mentioned my biggest problem is finding my voice yeah tell me why and i i just
00:42:58
realized part of it is because i know a lot i tell a lot and that’s death to the sale yeah when i
00:43:05
write i don’t know what it is but i tend to do bullet points yep although when i talk
00:43:12
i can blob you know and i have adhd so us adhds can blab a lot so um i seem to do my best when i’m one-on-one
00:43:21
with people and then right away i am pretty good so i think based on what you just suggested to
00:43:29
dominique is doing your copywriting course um that you
00:43:34
i forgot the name of the one you just mentioned home run copywriting online copywriting home run home run
00:43:40
copywriting say that again home run like in baseball oh home run
00:43:45
okay does that focus on also helping you find your voice it focuses you on the process of
00:43:50
copywriting and how to subtract and stay clear about the selling process
00:43:58
it’s all about persuasion because i used to write my father had a real estate business and
00:44:07
he taught me how to write classified as that’s when they used to have it so i for some reason i was extremely
00:44:12
good at that i would get amazing results whenever i did that but those days are over
00:44:18
so uh another thing is um you know i used to talk and you know uh a much more complex vocabulary you
00:44:30
know three syllables like i sounded like an academic or whatever then i learned to
00:44:35
speak like you know to grade six yep sometimes i wonder if i’ve maybe simplified
00:44:41
things a little too much and become a little too simple probably not you don’t think so
00:44:50
probably not i know that journalism schools teach for a sixth grade level
00:44:55
and it’s not just because they want to communicate to everybody but it’s because it’s easier to create
00:45:02
short clear sentences than it is to make them incredibly complex now i i
00:45:08
know that’s different in depending on the audience you think about the wall street journal
00:45:13
their audience is is ceos in finance that’s a different kind of journalism that you’re going to get
00:45:21
usa today when i was with gannett many many years ago when we first started usa today
00:45:27
it was short sweet bullets that was it still is pretty much there’s occasional feature picture feature uh
00:45:33
articles in there um page two i think is always feature um but it was always about short sweet
00:45:41
common denominator speech so that everybody can understand it if your niche is academic let’s say
00:45:50
i think mary jo might be on here today or soon mary jo has a academic
00:45:58
niche well that’s actually not my niche but anyway well what i’m saying is that the
00:46:02
academic niche has a very different vocabulary requirement people understand that right
00:46:09
um so it is always about matching your voice to the market to the market right and also
00:46:17
uh speaking in terms of their listening yep that’s where the hook and the structure
00:46:23
comes in because if you don’t get people hooked they don’t listen you’re and and i’ll say this one thing about about
00:46:30
writing copy and willy’s on here and willie’s the great copywriter really
00:46:34
if you want to come out and talk about this i’d love for you to um the um the one thing i’ll tell you about
00:46:41
copywriting is every sentence is like classified ad that you were talking about every sentence leads to
00:46:47
the next one i mean it has to have a benefit that draws you to the very next sentence to
00:46:51
the next paragraph all of that if you don’t you lose people and when you lose people
00:46:56
think about the way that people read sales pages it’s all about the headline sub heads
00:47:02
bullet points and then if they like what they read then they go back and they get more detail
00:47:06
right so that’s that’s the key to the whole thing if you think about your classified ad experience
00:47:13
that’s your headlines your sub heads and your bullet points so and call to action yeah exactly
00:47:19
that calls the right people that’s right correction yeah got it okay well thanks okay yeah uh
00:47:26
i uh actually shut up my light so that you couldn’t see all my wrinkles and stuff but uh
00:47:32
you vain person you really welcome but yeah um to me copywriting is just
00:47:39
one person talking to another really although there’s a lot of uh i wrote a lot of psychology into it just
00:47:44
because i’ve studied things i like uh i memorize and incorporate you know
00:47:51
jeff walker’s problems formula and all that social pressure ciao dina stuff and uh blair warren has
00:47:57
had that course the the one sentence persuasion formula you familiar with that
00:48:01
yeah i have yeah it’s like 27 words that make the world do your betting and yeah say that one i’ve memorized it
00:48:09
and there you go it’s like people will do anything for you if you
00:48:15
uh encourage their dreams justify their failures allay their fears confirm their
00:48:20
suspicions and help them to rock set their enemies geez
00:48:24
i’ll subconsciously roll the head down by copyrighting i just it just flows you know
00:48:29
it’s without being negative though i mean i you have to honestly care about your reader but
00:48:33
it just flows okay so tell me how did you get to the place where you can just roll that off the top of your
00:48:39
head i know how you did i want you to tell these people how you did i listened to
00:48:43
the recording several times i have it in my cell phone uh yeah and i but i actually understand each of the
00:48:51
points too you know i yeah so you studied it and you practice it yes i practice it
00:48:57
you know i’m writing copy it’s like okay so uh encourage their dreams and you can do
00:49:03
it uh justify their failures it’s not your fault they’re not telling you something
00:49:07
you know help them to arrest the enemies look what the arabs or the democrats or the
00:49:11
blacks or the whites or whatever it’s doing you know uh but it’s pulling them into your camp uh you know
00:49:18
and it’s just so easy and everybody all the everybody does i mean the politicians
00:49:24
are doing it the magicians do it all the time they can make you pull you right into the act you
00:49:29
know and it’s so real to you and so um it’s it just flows for me but it’s
00:49:35
practice so um how long have you been doing this copy first off
00:49:41
somebody asked what is it that you’re listening to over and over again what is that
00:49:44
program that you were talking about uh there’s a uh copyrighted name boyer warren blair
00:49:50
warren warren and he calls it the one sentence persuasion
00:49:54
formula he was giving away the audio version a long time ago and then as an upsell
00:50:00
he was offering the uh the print version of sick course in uh persuasion i’m not sure if
00:50:06
he even offers that anymore but yeah the one cents persuasion formula and i’ve actually seen that i think
00:50:11
available for free out there so if you just look for it i’m not sure he’s in business anymore
00:50:19
i i learned that like 10 or 15 years ago right right well copywriting something you can
00:50:24
go all the way back to the early 1900s and study all of that and it just pretty much hasn’t changed right i
00:50:31
wrote an email today and i just throw some dan kennedy’s phrases into it i mean it’s just
00:50:37
yeah abraham you know and attack who’s there cadence and things like that you know
00:50:42
dan you say i’m not a greedy man and he justifies his price and all those things you know um
00:50:48
so it’s it’s just practice yep yep okay so when it comes to voice though willie how
00:50:54
do you how do you determine what your voice is when you’re writing and to
00:50:59
to who i envision writing to one person so i typically will think okay let me just
00:51:05
pick one subscriber and i talk to that person because i see so many too many people
00:51:10
saying you all or whatever and it’s like no you’re talking to one person
00:51:15
and you know how danny i’ve got to convince you that i really understand your problem so i have to
00:51:21
envision what problem i’m helping you to overcome and why it’s painful why you care about
00:51:26
it so i just uh i who was it uh there was one copyrighted
00:51:33
who he had a brain tumor and he got very emotional and he
00:51:37
cried when he was writing because he gets so into writing uh brian keith voils um you know he talks
00:51:43
about just being able to feel and meet so have so much empathy for your reader that you
00:51:49
feel what they’re going through and uh i studied brian’s copywriting techniques too
00:51:54
but it is being able to put yourself in that person’s place you and i teach people to start their
00:51:59
own businesses so we have to know what the struggle feels like you know that’s right we do
00:52:04
too so so willie thank you for being on here and people who probably don’t know this
00:52:11
but you’re a insider’s member you’ve been an insider’s member for a long time i
00:52:14
really appreciate that so i’ve been with namsa sister i think before you launched that was
00:52:19
you were with one you were at the first nams workshop that we did and you were one of the
00:52:26
first six speakers so yeah yes you sure were i appreciate it
00:52:31
all right so um one of the things that willie’s talking about here is is studying and a lot of people don’t
00:52:38
want to do that i mean if you want to get good at something you got to study it over and
00:52:43
over and over and it’s not something that you do it’s not like getting through school
00:52:47
where you’re going to take history 101 and you’re done i mean if you want to learn the skill
00:52:53
you got to live the skill and you got to be in the skill and so we’re not just talking about
00:52:58
sales writing here but we’re talking about copy cr not copy but content creation and so
00:53:04
the reason that we start with videos and blog posts um it’s because kind of they’re
00:53:10
interchangeable one can be a video the other can be a blog post you just kind of work them
00:53:14
around right but once you get the base piece of source content
00:53:19
you can do so much with it um how many people here follow gary vaynerchuk
00:53:27
yeah okay so if you don’t like terrible language you’re not gonna like gary vaynerchuk um but what he does that
00:53:36
is so amazing is he uses every piece of instruction
00:53:43
and con he records everything and sometimes you’ll hear a office conversation as part of his
00:53:49
podcast i mean that’s it he’s just talking to his staff and it’s a part of his podcast
00:53:54
or something that where he spoke in front of an audience you might get 10 minutes of a 45-minute
00:54:00
speech but if you go out and find all of those pieces you get every little bit of it
00:54:04
so he’s and i have a hard time with this because um i like for something to be a little
00:54:10
more professional and organized gary likes um he likes mass quantity and he saturates the market with gary
00:54:19
vee and so his his content is really good he’s a really smart man and he saturates
00:54:27
everything and he doesn’t get hung up on the production level let’s say of a piece of content
00:54:35
i put out something a few weeks ago a couple weeks ago and i will tell you that somebody asked
00:54:42
about revisions and rewrites and all that kind of stuff i do one write and one rewrite
00:54:48
that’s it and what that means for me is that i have often have some typos or some grammatical issues i try to run
00:54:59
it through the grammarly and other stuff to make sure that it’s pretty clear and maybe
00:55:03
jennifer will read something and say you know that doesn’t make any sense to me
00:55:07
most of the time when she comes back to me it’s going to be about a sentence or paragraph that doesn’t make any sense
00:55:12
and she’ll want clarification on it but when i do that i’m not i’m not concerned about
00:55:20
whether i used the wrong two or two let’s say i am i don’t want to look stupid and i
00:55:30
want to make sure i get it right but if i missed it by accident it was an accident it’s gone
00:55:35
i’m gonna do it it’s okay but you’ll be surprised you probably won’t be surprised how many
00:55:40
times i get corrected by by all of the volunteer copywriters i have out there
00:55:47
and i appreciate that but you know um i always want to say and how much money did you make today so
00:55:54
um that’s the thing getting the stuff out into the marketplace that and good good is good enough thanks
00:56:01
mike that’s right good is good enough but i don’t want to be i don’t want to put people off but if somebody is that
00:56:07
picky about it and they don’t think they can somebody actually told me they would
00:56:11
never buy anything from me because i didn’t know how oh this this is exactly it i got a support ticket
00:56:17
that said i will never buy anything from you because you don’t know how to use two two two or two
00:56:24
t double up first one was t o right and this was a a a german and so he his he’s speaking english as a
00:56:33
second language and he was very particular about it and he said but you’ve lost all my respect
00:56:39
and i thought okay well if that was what it took i was going to lose it really fast
00:56:43
anyway so the voice my voice is not perfection my voice is i’m pretty common person
00:56:52
right so that is where i try to connect with people and you have to develop your own voice
00:56:58
how do you want to be friends with somebody what really said about writing to one person
00:57:02
is incredibly important that’s why you build an avatar because you’re writing to one person
00:57:07
that person should have a name it should have a face and when you’re writing to that person
00:57:11
it’s like you’re talking to a friend and you don’t tell them something you don’t use
00:57:18
words and vocabulary that they don’t understand because now you’re putting yourself
00:57:24
above them or you’re putting them off or whatever it is but you also don’t talk down to them
00:57:29
so it’s the kind of you really have to work on the voice piece all right so um let’s see i’m
00:57:36
about done and the horse is already out of the barn girl you’re right so when it’s gone it’s gone um
00:57:46
yeah perfection is paralyzation paralyzed yep that’s right uh how do you come up with topics and do
00:57:55
that consistently i’m never sure what to write about even though i have a lot of ideas but
00:57:59
just don’t know where to start as a friend of mine said i’m trying to get niagara falls through a keyhole
00:58:07
so um i don’t have any trouble coming up with topics usually
00:58:15
my big trouble is that uh because i like to tell stories and that’s one of my blessings and one of my downfalls
00:58:22
because a story can take you off into a different direction and jennifer tells me come on back come
00:58:27
on back because i went away right but if you if i start to write and i see something
00:58:35
has all of a sudden taken on a different angle and a different um like it’s not going to fit anymore with
00:58:43
where i was headed i cut it pop it into another um document save it because i’ll come back to it at
00:58:51
some point when i do need it so i’m always saving snippets of stuff as well
00:58:56
and i’m always saving snippets of other people’s stuff willie also said that he used some of dan kennedy’s language
00:59:01
i saved good sales copy out there i save one of the reasons we sell our affiliate uh affiliate emails and we’ve done so
00:59:09
well with that is not because people are using my emails they’re not copying my emails they’re looking for topics to
00:59:15
write about everybody needs a little inspiration for their topics
00:59:19
and so i can’t sit in a room by myself with no experience and not experiencing anything
00:59:27
and come up with good ideas i need to be um i don’t want to be too i need to have experience to be able
00:59:38
to come up with copy ideas with topic ideas so if i’m going to write a series of emails
00:59:44
which i am here at the beach i’m going to write a five part series here at the beach
00:59:48
i have to um i have to look around me at what’s been happening and this is the reason we teach the storytelling course
00:59:55
this way is because it’s taking those daily activities that happen in life and turn
00:59:59
them into business lessons and that’s what i do so i look for any little thing that happens
01:00:05
and how does it relate to my business i remember my favorite one one of my favorite two
01:00:10
of my favorites is i was picking blackberries i mean i was down in the middle of the blackberry
01:00:14
brambles on the back part of my property and you know i’m just picking these blackberries and i’m thinking
01:00:20
this thing’s got to be loaded with snakes right but i wanted to get my my head my mind off of the snakes that
01:00:26
are probably all around me and i started picking the blackberries and i was reaching down to get big
01:00:31
plump black blackberries big juicy ones because they were toward the bottom under the brambles and i’d pull my hand
01:00:38
out and be shredded in blood right because that’s that’s where the the rambles are all
01:00:44
but across the top were the medium-sized ones why was i going for the big one instead of scooping up all the
01:00:50
medium-sized ones that’s a traffic analogy i don’t want to go for the big person out here i want to go for
01:00:58
the medium-sized ones i want to get all of the people into our system so i use that
01:01:03
as a story in one of my emails and people love that i used to talk about my beavers all the
01:01:08
time that were eating at my forest because they were so um
01:01:15
active so anyway we’re out of time and i’m getting way off track so we’ll come back next week it’ll be
01:01:22
jennifer and me i really appreciate you guys being here and um we’ve got a webinar today if you
01:01:28
have not signed up for this webinar with ty cohen today
01:01:32
make sure you do um you’ve got an email on it i’m sure and so we have to
01:01:42
we’re going to do that this afternoon you’re going to love it because it’s content it’s kindle
01:01:47
it’s what we’re going to be talking about and tai is making mega money with kindle
01:01:51
and so you’re gonna really enjoy this uh presentation today it is in i think it’s in 30 minutes so i gotta
01:01:58
check is in an hour is that what you’re saying teresa okay thanks
01:02:03
all right thank you guys uh anita yes so we’ll make sure that uh if you if you need a link to that or how to
01:02:10
register for this webinar um uh put in a support ticket we’ll get it
01:02:17
to you right away okay so anyway talk to you soon thanks bye