Want to Know the WORST Marketing Strategy in 2018? Spend billions on this. | PRSM Keynote 2018
It's simple. People are spending $80 billion dollars on TV commercials that nobody is watching. If you want to succeed in marketing your business in 2018, you ...
And spending the last week or two looking at this industry and the dynamics was interesting to me ‘cause I think context really matters and I think one of the things that affords me the ability to continue to speak at conferences, which I enjoy so much so thank you for having me is that I don’t have a can speech.
I have things I believe in but I think context matters. And I was exciting digging into this world because one, as I was digging I realized a couple of my friends were in it so I was able to get under the hood a little bit more and two, this is a perfect cliche example of an industry and I know there’s multiple parties and chain in this room and I’ll try to address both or all three where I have empathy to why the majority of people don’t think or fully understand what the impact of a Facebook or an Instagram or a Snapchat mean to them in a business world.
And as you can imagine for me, that’s super exciting ‘cause that means literally all I have to do is over the course of the next hour articulate in business terms and create the emotion to the action of literally just one or two individuals in this entire conference to actually make an impact.
However it’s funny I get to see Mickey Cloud here who runs our Chattanooga office. When I looked at him, I’m thinking back to the greatest successes at Vayner Media the last six years and when I think about our biggest financial impact it has been far more than General Electrics of the SAPs and the B to b business than it has been the Budweiser’s or the Pepsi’s because as a lot of you know when you play b to b and I’m in the b to b business now, all it takes is one account for it to start getting really interesting and so because so many of you don’t know who I am I’m gonna give you a little bit of my origin story because it’s gonna give you a lot of ammo to actually make the leap that I hope that you consider.
And two because my dad works his face off and even though I slept under the same roof literally every day of my life with my dad in the first 14 years of my life, I literally never saw him because he left at seven am or six am and he came home at 10 pm.
And so that’s what my family did for seven or eight years. My dad wasn’t making that much money but a funny thing happens when you buy nothing but food at the lowest possible price and save, save, save and very quickly, only six years after coming to America with 100 bucks, my dad was able to buy a small liquor store in New Jersey.
I manipulated my friends into standing behind the lemonade all day and that is when I became obsessed with attention and this is really interesting. As you can see up here, I day trade attention, culture and build businesses.
At six years old, I would spend my summer days literally walking up and down the streets of New Jersey sitting down on the curb watching cars drive by so that I could figure out which tree or post was better for me to put a sign that said Lemonade, a quarter, that is DNA, that’s like somebody singing.
The one thing that combines every person here from the camera man back there who are producing to the industry that is in this room from me to Mickey to anybody else that sneaked in, the one thing that fundamentally connects all of us is before you tell me how great your product and service is, you need my attention so that I listen.
I am obsessed with attention. I am obsessed with this device because it has the attention. I am unemotional if it’s ruining the kids and they don’t know how to engage or they you were sad that people go out to dinner and don’t talk to each other.
But as a business man, I am unemotional and not romantic. All I do is follow where the attention is and I figure out how to story tell in there to create the action that I desire whether that is to sell a pair of sneakers or a book or my agency or whether that’s to raise money for the Crohn’s and Colitis Foundation ‘cause my brother has it or get my friend elected mayor.
It is completely arbitrary but there is one religion. Where is the attention of our consumer and I think the thing, the delta, the most important and exciting thing for me in this room today is yes there is some attention, of course, at a conference, if you set up a booth.
And yes there is attention if you spam everybody 24 hours a day on LinkedIn or cold call or decide to buy a full page ad in the business to business magazine that four people open, yes, there is some attention.
I spend all my time thinking about overpriced and underpriced attention and what’s happening in culture. I navigated from my lemonade stand to baseball cards because I’m 42 and in 1987, eight, nine, 1990, baseball cards was the culture.
Every kid was buying them and that was my life. I was really unusual eastern European immigrant that came during that time, every one of my friends, every one of my parent’s friend’s kids were straight a students ‘cause education was the way out.
All of us suck at a lot of stuff. All of us are good at a lot of stuff. The game is to figure that out. I, through good parenting, through circumstance, through who knows really what got very self aware very early in my life and listen, at 13, listen, it was tough for my friend’s parents to say I was a loser ‘cause I got d’s and f’s.
It wasn’t fun for my teachers to say that I wasn’t gonna amount to anything. Here was my biggest problem. I was 13 years old, I was making $3,000 a weekend selling baseball cards, I had $47,000 in cash under my bed and I wasn’t selling weed, I thought I was amazing.
Which meant the four foot 11 me going into that environment was really bad for me ‘cause they hated him back. And so those two years literally every weekend, every summer vacation, my leisure, my childhood ended in eighth grade, I had my friends but I just never saw them outside of school so I was old school, right?
I realized that people collected wine. And because I was so into collecting baseball cards and those things, that became the passion connector for me and basically I went from reading the Beckett Baseball Card Guide in school 24 hours a day to reading the Wine Spectator in school 24 hours a day.
And 17, 18, I decided, first of all it was fun to get to know my dad even though he was rough, it was fun. And two, it was the family business, decided I was gonna go into it and in 1993, 1994, I thought I would open up, I used to have it in my mind as I’ll open up 1800 of these.
So I was a terrible student. I thought I wasn’t gonna go to college. Another thing some of the kids of immigrants in here know is that your parents don’t know stuff so my mom came to me February of my senior year, literally 90 days before we graduate and says to me so what are you doin’ about college and I laughed and I said mom, what do you talking about, we missed it, I didn’t take my SATs.
I didn’t apply for school, I have to go to work in the business, I knew my mom would be embarrassed if I went to a community college so I knew that was her Kryptonite so I was super pumped, I thought I figured it all out.
So as fate would have it, this is literally how I went to college, I think this will be interesting to you. Literally the next day I get a postcard in the mail, in the mail a postcard, we got mail, I went to go get the mail, there’s a post card from Mount Ida College.
A couple of other things that were so crazy for the three youngsters, it was $2.99 an hour from AOL or a minute, I don’t remember, all I remember was that it was like $8000 a month and thought it was a good deal.
That was the moment that I realized I wasn’t gonna open up 1800 liquor stores. 15 months later I launched one of the first three eCommerce wine businesses in America called winelibrary.com, 18 months later I took over my dad’s business.
Here’s where it starts to matter for you. Because I believe in following where the attention is, not where you think the attention is or how you became successful in the past, I was able to grow my dad’s business that was doing three million dollars a year on 10% gross profit so 300,000 before expenses.
My first year marketing budget was $14,000 for the year. In a five year window from 1998 to 2003 on that without raising capital, without getting a credit line, on that financial situation I built my dad’s business from a three to a 60 million dollar a year business.
I did it because of timing, I did it because email had launched and I thought it was a good idea to email you wine offers instead of sending you postcards that cost me a lot of money, I did it because Google Ad Words had come out and I thought it was a good idea to buy the word wine for five cents a click before anybody knew what it was.
I chase underpriced attention, I chase properly priced attention and I completely bunt overpriced attention. It’s simple, I know that everybody in this room does things for eight to 10 hours a day every day of the week, the month, the year on things that no longer bring as much value as it did six, nine, 14 years ago that helped you get to this point.
I know that there’s somebody in this room that if they started a b to b podcast, I know that if somebody in this room who had never thought about producing content or media if they started a podcast which they don’t even have the beginnings of a thought of how to do that right now, but the good news is you literally go to Google and you type in how do I start a podcast.
I know that if somebody here started a podcast for this industry and put out an episode every week and interviewed a thought leader in this industry that even though only 700 to 1500 people would listen to it because it’s obviously very niche in it’s content that it would be the differentiator of growing their business, that it would lead to lead gen, that there are people that they’re trying to chase to get the account that in turn, a year later would be chasing them to be a guest on the show which then would inevitably lead to them getting the business.
My friends, please understand over the next period of time as I talk to you about some of these nuances that I am not a technologist, that had I not been in business that I wouldn’t want to have necessarily an Instagram or Snapchat or LinkedIn account.
If you do not understand that book stores just happen to be first, that limo services just happen to be next, if you do not understand that everybody in this room is vulnerable to technology advances and that you either jump on a surf board and ride this wave or you face the idea of looking at this wave coming at you and dealing with the ramifications.
To me this is not about necessarily when I paint that analogy the idea that you’re gonna go out of business. To me, my biggest fear is people, actually, how many people grew in the last year, if your business has grown in 2017 compared to 2016, raise your hands.
When I see a room of 70 or 80% of the room growing, that’s usually the biggest challenge for my passions and ambitions, winning in the micro is usually a tell to complacency to change or invest or break the patterns that have gotten you there, I get it.
It doesn’t feel natural when it’s working to take a 360 or make a hard turn. But that’s exactly the passion I come here today with which is the following, I believe that everybody in this room is in the media business.
I also believe that 99% of you don’t agree with me. And I genuinely believe that, I understand that. I see it everyday, I get it but to me, the b to b sector with service providers is exactly the place where the opportunity lies, let me explain.
Fundamentally the most fascinating thing to me about humans is it’s more fun to complain than do, right? Or it’s more fun to paint the narrative in your mind than do, a lot of you in this room who fear monger technology love what’s going on right now with Facebook.
And so you’ve made a romantic point of view because your children or grandchildren didn’t talk to you and are looking at the phone, you’ve started the subtle path to fear mongering technology and I think that’s awesome because for me, on the other side, I want you to continue to hate it.
Because Facebook is simple, it’s a marketplace. Look, if you’re trying to reach the decision maker at a retail organization, that guy or gal is also the same person that I wanna reach to sell a bottle of wine or a book to and that space in his and her Facebook feed is only one space so that is supply and demand.
I used to buy that space four years ago for a dollar for every thousand impressions, now it’s seven. The longer you think this world doesn’t exist and you fear monger it, the longer you don’t put money in, the longer I can extract all the value.
I had it figured out, every time you typed in Cabernet, Merlot, Silver Oak, Camus, Napa, Bor deut, I was showing up first ‘cause nobody realized it was good real estate and it was only costing me five or 10 cents a click and I was making between seven and $80 in profit for something that was costing me three dollars to get you through the funnel on the average of 60 people coming and one converting.
I was stupid, I’m being serious with you. I stand here and have passion about LinkedIn and Facebook marketing and b to b environment today out of regret for what I did from 2002 to 2005 because I should’ve spent more, it was basic math but I just didn’t understand.
The great mistake of my career was not spending more money on Google and I promise you the great mistake of your accelerated growth for the 80% that just raised their hand is not taking advertising on LinkedIn and Facebook seriously because you don’t think your person is on it, I’ve heard every.
Literally this is my life, guys. I go to meetings every day with the biggest CEOs of the world, the Pepsi’s and the Chase’s, big companies, CMOs, CEOs, and literally they scold me for the first 30 minutes that Facebook is running our democracy because they know I’ve been an advocate of this for a decade, literally, this has now happened three times in the last 100 days, I go to have breakfast.
It’s a one hour breakfast, we’re there to talk business but for the first 20 to 40 minutes, it gets completely side tracked because that individual wants to scold me. Gary, you don’t understand, Facebook and Twitter is tearing down the American democracy.
And then we spend the last 20 minutes and they explain to me that Facebook is not effective in selling lipstick and I sit there and I say do you just realize that you just told me this platform is powerful enough to tear down the most powerful institution in society but then literally on the other side of you mouth, you told me that it doesn’t sell your product and that TV is better, watch this.
And honestly if you mainly watch Netflix or Amazon Prime or Hulu or YouTube, guys, I just need everybody to look around, I have clients that are spending 80, Babon, get up here, get up here, I wanna make sure all, this is my vlog, it will be on YouTube shortly, just.
Cool, thank you, thank you. It is true and what’s scary about that and here’s my thing. It is true and you know what else is true, the 10s of billions of dollars that are spent on banner ads and digital nobody’s clicking and looking at either.
Everybody here can sell a lot more stuff if they take the 100 hours to learn how to do written words, pictures and videos on Facebook and LinkedIn and it will fundamentally change your business because the other 99% of people in here aren’t gonna do it.
When I started Wine Library TV, when I asked one of my stock guys to run out the best buy to buy camera to do the episode I thought I was on the verge of starting QVC, my intent was the camera would be on and I would take some wines we had in the store and I would sell them, I’m a salesman, I’m in business.
The light goes on and literally it’s funny I looked at this the other day, I can see it, you know yourself, I can see where I realize oh crap, this is gonna be on the internet forever and if I actually don’t love this wine, it’s probably a bad idea for me to say it’s good.
And I remember thinking, you know how your brain can think while you’re doing something else. Literally as I’m doing the episode I’m thinking about this scenario where somebody comes up to me in a function like this and hands me a glass of wine and says what do you think and I’m like oh, it’s crap.
Right there in episode one, I started actually giving my opinions, luckily the first episode was this really $200 wine and they were great but something very weird happened, I started reviewing wine on my show that we sold that I had relationships with.
People that took me into their home in Napa Valley and I would tell you, the American public, that this wine sucked, that it was off balance, that it didn’t work and it caused a real bru ha ha in 2006 and seven in my industry.
I couldn’t believe that this was a show that I was putting out for free that was distributed for free, that had no hook, nothing but people would see me talk about Valpolicella in the episode, go to the website and buy a different Valpolicella or what have you, it was super fascinating.
I wake up one morning and Google buys YouTube for 1.7 billion dollars and I read the article in the Wall Street Journal and it speaks about this gentleman who made a ton of money on a $25,000 angel investment into Google, he made like 10 million bucks.
They have a section now, your best and worse investment and I told my best which is Facebook. But Google sells and I realize this talent I have of understanding consumers and what they’re gonna do email, eCommerce, Google Ad Words, YouTube, I don’t need to use just for selling more wine.
I need to figure out how to do this bigger. I’m an angel investor now which I didn’t really understand what it meant but I Googled it and I learned and within the next 12 months, I made my first three investments and that was Twitter, Facebook and Tumbler so couple things, I’m rich. (laughing)
Literally I in the last decade have lived a life advocating for a platform that went from this is not a big deal, only my kids use this in college to literally it being on the verge of having to be regulated by the government because it has too much power.
That’s black and white and so did all of you. All of you from the day you heard about Facebook to today have watched it go from some silly thing that either you or your younger siblings or your kids, what, who cares, means nothing to the CEOs testifying, we’re talking about the biggest.
You call on Stan at this retail organization and Stan’s 67 and he still has a piece of shit flip phone, right? What you don’t realize is that Stan makes decisions in a million different ways including the four people that report to Stan who happen to be 37 and 42 who live on these platforms who have a ton of influence on Stan’s final decision or a million other things that can happen so for me, the punchline is very simple, we are living through the greatest shift of attention that the human race has gone through since the printing press, I’m a historian.
In my aforementioned report card if you go to Instagram after this talk and look at it, you’ll see F’s everywhere, D’s everywhere, I got four A’s in my entire career, all in gym and then you’ll notice a couple of B’s and they’re all in history and they’re in history because history always tells me the future.
In the hidden, I don’t believe, ‘cause I did a lot of homework that you’re losing the business to somebody else because they’re effectively out marketing you on Facebook and LinkedIn, I believe that you could be effectively out marketing somebody and you’re leaving the Delta.
You know what’s better than growing 18%? Growing 50% and this is leaving money and opportunity on the table because you haven’t made the mental and strategic decision, do you know how many vendors give me stuff for free or offer it for free or highly discount it, all day, all day because I produce content.
I’ve gotten so much awareness now with my content that people are not only offering me the kitchen supplies and the HVAC and the painting and the wall, not only are they offering it for free, I’ve got companies offering to pay me to give me the stuff for free.
I spent all my time, I get thousands of emails a week from SMBs and mid market businesses from zero to 50 million. I understand a lot of what I’m talking about is tough to make the connection point on but I am convinced that nobody here is confused that we are now living in this culture, the literally, literally the only thing that’s stopping you is typing in words into YouTube and Google to do the homework on how.
It’s a deck, it’s owned by LinkedIn and this is just on the education of understanding what’s happening in our world, that if you made a slide of the value of what your thing is, like, there’s not, I don’t know every nook and cranny but let me give you an example.
If you’re a window supplier, let’s just go there. That comes natural to me, if you’re a window supplier, if you made a slide that said the value for retail operations to transition or replace their windows every seven years, if you titled it that, the value, the disproportionate, now I’m doing a little copyright.
The Disproportionate ROI of switching out your window fixtures every seven years at retail. If you make that Deck and in that deck, you make 13, 14, 15 pictures, written words, a deck, a presentation that was more as if you were a media company or a b to b magazine, not as a sales pitch, it’s just general information, there is no your phone number at the end and if you buy now, nothing.
No right hook, just jabs, just content, that if you made the disproportionate ROI of changing out your window fixtures at retail every seven years deck and you put that on LinkedIn and you spent, stick with me here, 1500 to $2,000 targeting employees of people that are in your funnel, in your market, people that you are trying to reach, you would be flabbergasted at the conversion rate of those kind of executions, I know this because I invest a lot in b to b sass businesses and service providers and have made a lot of money in the exits and the going publics of these companies because of the disproportionate nature of their marketing that has been so much more progressive but if you think I think that that’s what’s happening back home on a normal day, that people are sitting around and saying hey, let’s start a podcast or hey, let’s make a deck on SlideShare and run ads on LinkedIn.
It’s where the delta sits, when everybody’s doing the same thing, there’s only so much value in that execution. When your next competitor at the booth, when you’re at this event, when you’re doin’ the golf outing, when you’re buying the ad in the b and b magazine, when you’re selling direct mail, when you have a sales team, it’s all the same stuff, becomes disproportionately commoditized over time and as you know it becomes a race to the bottom on the dollars.
So I think it’s an incredible time to become a practitioner. Look, a lot of you have huge opinions, a lot of headline readers in this room about how this marketing works, a lot of people here have opinions on how Facebook works for your business yet you’ve never run a single Facebook ad in your life, a lot of you have a ton of opinions on how Facebook works for your business, yet you don’t even have a Facebook account.
So a lot of opinions that lack the reality but I will tell you this, the people in this room who wrap their head around what I’m talking about and I’m gonna take it down a notch, I’m gonna take it down a notch to bring value to this room, I believe everybody in this room, how many people here have a business that’s doing over a million dollars a year, raise your hand.
Every person that just raised their hands should hire somebody for 40 to $50,000 a year to produce content and distribute it on LinkedIn and Facebook for their business for one year just so see what it feels like.
Here’s the scary part when I hear that, if you hire blindly, like you know what you’re gonna do. Oh yeah, maybe I should hire my niece, she’s 23. If you do the cliche thing of hiring a young person who uses social media to hook up, not to sell crap and you know nothing about it, you won’t know how to judge it, thus you become vulnerable so before you hire the person for 40 to $60,000 a year to do this and try it for one year because if your business is doing over a million a year and it’s 2018 and you live in our society, you’re smart enough to realize that risk is worth it because even if you sell nothing, it’s good to check the box to know it doesn’t work.
And let me say another thing, this is just life. You have the benefit of being in business and being an event like this, please, for your own self, I just have something that you need to wrap your head around, this technology thing, it’s not going back.
How many people here are retiring in the next 10 years and I don’t mean you’re gonna crush it and then buy an island, I mean you’re just really old and you need to retire, how many people by show of hands, retiring in the next 10 years, alright?
For the 95% of you that did not raise your hand, you will be a operator in business in a decade and if you don’t know what I’m talking about right now with LinkedIn and Facebook, you are in deep shit when it comes to machine learning, AR, Crypto, Block Chain.
Please please, I know we’re having fun. It’s lighthearted, we’re laughing, this is awesome. I’m enjoying it, I don’t even wanna get to the Q and A. I just wanna just keep doin’ my Chris Rock thing up here.
I’ve already made enough money, I don’t need to. I called my dad’s friends in LA who owned black car services, anybody ever live in LA or live in LA? A couple people so you may know in the late 70s when my family and friends immigrated to the US, we went to New York and LA and all the Russian guys originally drove cabs and they eventually owned all the black car services.
I called when Uber started gaining traction in San Francisco, I called AKA when they came and visited, we had meat, I had talked to my dad’s friend Madig and Nikkoli and Vladimir and all these freakin’ cliche Russian names. (laughing)
They came to this country with $4. And over the course of 30 years, they pulled themselves up from nothing to owning these multi million dollar businesses and they were 62 and 57 and like in that place and they laughed at me and they said I literally can hear it in my ear.
Okay, okay, heavy Russian accent, you know but English which was interesting because they don’t think I can speak Russian well enough which is very disrespectful, nonetheless, they go okay, one more time, you’re saying that they’re gonna take the phone, hit a button and the limo’s gonna.
Here’s where it doesn’t get funny ‘cause it’s real life. 36 months later those three core gentlemen that I’m thinking about businesses were worth a dime on the dollar that they were worth three years earlier.
Or you may learn like me ‘cause I’m not good at reading. Go to YouTube, the number two search engine in the world. How do I sell HVAC units to retail, Enter and watch a video, listen while you run, read.
I don’t care how you consume content. But if one of you, if one of you heed my advice this morning and get to action, if 10 of you who were poo pooing this whole thing this morning when you got your Starbucks are listening to a business man, not a futurist, not an author, not a student, somebody who makes money, somebody who helps other people make money, businessman.
- I’m not worried about the spacing out because somebody might be on LinkedIn, somebody might be on Instagram, somebody might be on YouTube, I’m worried about the context. The same picture to the same person acts differently on Pinterest, Instagram, Facebook, Twitter because your psychology is different, the average 47 year old female in this room, when she’s on Pinterest, she’s in an aspiration to buy, buying, window shopping.
People distribute across all of them for efficiency because they think of it as direct mail and things of that nature but they’re underestimating the psychology of the person when they’re consuming it.
So you’ll see on my Twitter, Facebook and Instagram similar stuff but you’ll notice that the copy that associates with it is very different and that’s what I have to do with it, including when you’re writing something about hey, I put out a lot of stuff of like I just don’t understand why people hate their job.
Meaning we just spend way too much time at work. And I know you have to put a roof over your head. But my big thing is like sell your house or live more humbly and get a job that pays less because being miserable 63% of your time is a bad strategy, period.
I love pounding the day after Labor Day. Literally the Tuesday to Friday after Labor Day is some of the places where I make the most money because business people feel the tension of being checked out in August and they feel like they have to move quickly and make some decisions.
- So it’s no question the place that I’m most bullish. I’ve stopped investing for the last three years because after making a lot of money in investing and as you guys know, everybody now has a start up.
I think it’s gonna change our lives. I think you’re gonna be stunned how quickly you’re gonna have an Alexa or Google Home or Apple Pod in your bedroom, in your bathroom, it’s, you guys have to understand, the reason there are 60 year old men in here texting right is because it’s faster.
‘Cause you’re willin’ to give it up for speed. It’s a tough thing for humans to grapple with but it’s how we act, it’s faster for me to say Alexa, what’s my Tuesday look like or order bananas or help me get that vendor, I think it’s a huge huge deal.
And the guys goes eat, like oh shit and they die. And the next one’s like oh delicious, raspberries. That’s what’s gonna happen on Alexa over the next three to four years, there’s a lot of people that are gonna spend time and money and lose but then there’s gonna be people that buy all of Manhattan for a dollar.
- I think humans have consumed content in written word, pictures, videos and audio forever and that will continue to change and there’s ebbs and flows. To me, before anybody thinks about what their Alexa strategy is, I would say much like I elevated and went from selling wine to becoming America’s wine guy can you go from selling whatever the hell you sell to being the b to b leader of thinking around the genre.
There’s an app, I’m not an investor but I push it a lot so that’s why people think I’m hedging. It’s called Anchor.FM, Anchor.FM, literally you can record your podcast on your phone, hit one button and then distribute it to, it does everything for you.
- [Ivan] Good morning, I’m Ivan Piper from the Piper Companies and I wanna take just a little bit of a different twist, one thing that happened this morning that really blew me away is I’ve been in my own business for a long long time, after that I’ve had a little bit of a path like yours where I became a speaker and trainer as well. - Understood.
- [Ivan] The first question you asked is does anybody here know me and I was blown away by how many people didn’t have any idea who you were. In my world, the way that I stay on the top of things in speaking and training is by following people like you.
- I appreciate it, my big thing is that’s a funny area for me, right, I think personal development and motivation can get really blurry and huckstery. At the same token, I genuinely believe that optimism and offense is the only option.
Mainstream media is making a lot of money selling fear and negativity and I see time is up and you can email me Gary@Vaynermedia or DM me on Instagram for the four of you, let me just say one thing that I’m completely fascinated by and this is not political.
I just want everybody to actually understand that. I then think why the hell does that not happen in every major city every single day, I’m a data guy even though I’m not and I’m an actions guy and so I just think, listen.
The math is on our side, this is the greatest era of all time, for everything that you’re complaining about right, taxes, race, me too, all sorts of stuff that we need to address and I’m happy that we’re addressing it and we’re only addressing it because of the internet.
I listen, the stuff we complain about or we think is bad would literally make our great great grandfather slice our throats, it is time that we put what’s happening right now in perspective, this is the greatest era to ever be alive because of modern medicine and the macro of where we live and my thought on this is if you listened to everything I talked about for the last hour, if you think that’s bad, you are on defense in your life and if you think it’s phenomenal, you’re on offense.
- Content, hashtags, collaborations, and the best part of all, spending money on ads. It’s so funny, people put organic growth on a pedestal, why, if the advertising’s under priced, why not take advantage of it?
A lot of the biggest podcasts have guests. Why, because they use the guests star power to build audience, the thing I’m probably most proud of it I don’t have guests, I’ve built just through the content.
- Yes it does. - But no question for this industry, the ads, the ads are under priced. I don’t know what else to tell you. You could target individuals you’re looking for, locations you’re looking for, again, all this hysteria Cambridge Analytica is ‘cause it works, it works.
The reason I spent my time on the talk is you’re not gonna block and tackle until you understand the strategic and philosophical reason this is happening and what the white space is, that is if you wanna understand what I just did, I gotta get you to actually understand this is real for real, for real, for real, no hahaha, then, this guys on his phone right now, he literally can go to Google.