The best way to sell to me on Instagram is to make a New York Jets reference. That's the truth. It's my actual religion. I will pick Jets over everything.
Family, religion, money, Jets over everything. It's the truth. This is the GaryVee audio experience. I hope you enjoy this episode.
This is more LinkedIn business. This is a business. This is not motivating you. This is business talk.
Enjoy this business talk. Thank you all for being here. Let's actually, let's go backwards. Sorry, brother.
Let's go into what can I answer for you? So for us, in these smaller markets, these BNC markets, the majority of our customers are rural. They're in the country. They want to do this to be independent, get away from the utility company.
Fuck a man. All that kind of stuff. So it's been interesting for us because in those markets, it's easier for us to get in front of those individuals. And it's all about cost.
So in this part of the country where we are, Arkansas, Missouri, Kansas, there's no save the world, go green. It's not like a Berkeley or Seattle where they're doing solar installations. It's one hundred percent. Will this save me money above and beyond the regular company?
And so for us, that's really what drives it. So as we move into the developed areas and towns. Or as the process plays out. I don't know the business well enough.
I assume once you put the panels on, it's hard to unwind and move to somebody else. But price is an incredible thing to play on. I don't like my price. Price is incredible to play on.
I think the question you always have to ask yourself with price is, can somebody come along with bigger pockets and beat you on price? This is the reason Walmart destroyed Kmart and Bradley's and Caldor and those guys destroyed Woolworths. When you are in the price game, you only have a moment in time. And to your point, if you want to expand, there'll be other creative pillars you'll have to play on.
That's exactly right. So as we try to get into, not necessarily urban, but just into the neighborhoods themselves, like into town, right? Solar adoption is so low in that part of the country. It's not like being in a Phoenix or a Vegas or a California where you see panels everywhere.
We've had a difficult time breaking into the towns, breaking into the neighborhoods, breaking into the $300,000, $400,000, $500,000 homes rather than the country that feel like I buy a solar system for 30 grand, but their house is worth $120,000, right? So it's trying to craft and create our marketing and our message to break into a different group of people and talk to them about the benefits that are for them. And it's just something we haven't completely tackled and figured out yet. Have you tried?
Yeah, we have to have a certain extent. We've talked about there's a 30% federal tax credit that you can take. So we've tried going to a different demographic and saying, hey, you want the best investment of the year? Do you want the biggest tax break that you could take?
Average tax credit is $8,000. We've tried marketing more along those messages of saying, hey, maybe not so much saving, saving, savings, but let's talk about this from an investment standpoint. Let's talk about this from a long-term standpoint and why you wanna do it. But any rhetoric around...
How many different creative... So you said you built it on Facebook and expanded. That's right. When you won on Facebook, how many different creatives, pieces of creative, a video, a picture, did you have in that execution?
At this point, a couple dozen. All video ads of me, two to three minutes long. Did you know? Educate, educate, educate.
If you wanna find out more, if you found this intriguing, click below. We'll reach out and do a free energy consultation. And so what about for the $300,000 to $400,000? How many different pieces of creative?
We pretty much did the same thing across the board. The same amount, but different messages. No, not necessarily different messages. We would do different messages to an extent, but we would serve them to everybody.
That's the problem. Okay. Different message, different audience. The end, right?
Like anything in life. Enough of a scale of a psychographic or demographic that's worth your time to make the creative, and as many as you can. Like literally, the best way to sell to me on Instagram is to make a New York Jets reference. That's the truth.
It's my actual religion. I will pick Jets over everything. Family, religion, money, Jets over everything. It's the truth.
Now, that's not a lot of people. So betting the farm on Jet fans is probably not the right move. But I'll tell you that what you need to do... First of all, and this is gonna be the answer for all of you.
Everybody should take away from this. There's the written word, there's pictures, and there's video. And then there's what you say with those things and then who you target. When you get great at that, everything changes.
The Vayner, the company's going through a big transformation. A new kind of strategic pillar base. You guys saw the post I made, the GaryVee content model, the 88-page deck. Did that hit your guys' radar?
If it didn't, you should see it. It's a very, like, it's probably the most love I've ever gotten from the internet because I think everybody deeply understood that people not like, not me, but people like me would charge $1,500 for that e-book and destroy it. I highly recommend you look at it. But it is the answer to your question.
Like, if you live in Kansas City... Look, if you're a 45-year-old... I'll give you an example. I'll give you a great example because of the hat you're wearing.
If you're targeting people in Missouri of higher net worth that are of... And you target 42 to 63-year-olds and you make a reference to the '85 World Series, it's going to work. Gotcha. Makes sense.
And if you layer Cardinal fans and say one thing, or if you layer Royals, it's either that was the greatest or that was some bullshit. Right. It's striking emotion to capture people's attention. Right.
For example, when you make videos and you're lucky, you're using yourself, and you're looking in there and you're like, Fort Worth, Texas, I've got to tell you. Cool. Let's film again. Kansas City, Missouri.
And then you run it against that. You know, somebody from Scottish or Wales background versus an American or versus you saying to yourself, you're tapped out on what you got. We've got to go younger. Getting four influencers that are cool to actually wear that to start the process of getting 22-year-olds to even consider it, because right now the consideration is...
That's... Well, you're not going to run that ad against a 68-year-old Scotland, Scottish man, boy. You're going to run it again. So like, it's super important.
Like, I'm already happy that you had a dozen or dozens, which is already way further along than most. But it misses the mark. I literally think that you should have four to 8,000 pieces of content between written word, audio, and video and running a $100 ad against it versus a $1,000 ad against 12. It's reverse.
Got it. Got it? Yep. I want you to pay more for your CPMs because it's more expensive when you go more narrow, but you're actually converting on what the fuck you care about.
I'm thrilled that we're paying $22 to get somebody to buy this because the math works. Right. But marketing companies, Vayner itself, others, people that... They want it to be $7 CPMs, not $22 because that seems right, but then it doesn't play out because it didn't mean as much to them.
Right. Right. So even hearing your four demos, every one of those demos needs its own creative pillars. And then within it, psycho and demographics.
There's a big difference between the stage mom and the actual girl in it. And they need to see something different. Are you kidding? So this is about...
The word of the day is imperpetuity. Words, pictures, and videos, imperpetuity. Got it. Never stops.
Never stops. And by the way, just even looking at you, this is not a joke. Maybe you over-index with urban, right? And maybe you need somebody else making videos.
And I'd love to know, how many homes is the wife or the woman, the decision maker, she's gonna need different shit. Yeah. Like you can't make a video that's like, yo, bro. Yeah.
But that's exactly what you should do for a 29-year-old single guy. Sure. This is the problem with, by the way, back to America. Everybody just wants it to be blue or red.
There's just a million different variations. That's how you actually do it. Otherwise, you know, and so like, you can't say, hey, bro, to a highly liberal 29-year-old in San Francisco. Right.
So like all those things you know that works for you in a MAGA world, there's subtleties within it. Right. And then... Makes sense.
Good. Good feedback. I have one other question. I asked this earlier, but, you know, we're at 80 people right now, gotten over two and a half years.
It's a lot of growth. You know, you're at 800 something people now. We took a look towards this morning, checked out things. You've been able to keep your culture intact here.
Firing. It's rolling, right? And so we're label and I think they're probably at like 2% right now. It's the only place you can go in the long tail of the internet because those brands you just mentioned, their strategy for the next decade is to go direct and not have you involved.
- Yeah, but they're also going cheap too. People aren't gonna want their stuff. So it's an interesting dynamic where you kind of go- - Wherever they go, yeah, wherever they go, where I promise you they're gonna go is direct to consumer. Why would they give up the margin?
The friction's been eliminated, right? So that's what I think you have to do. I would highly recommend going heavy on content around your own brands, paying influencers to wear your own brands, put your brands, you know, you have multiple brands that you're private labeling or one or? - It's one brand, but it's a little confusing, but- - Because it's the same name?
So what, tell me. - Not, well, when we originally saw it, and we thought, you got to go after skaters, you got to go after dancers, you got to go after, you know, the 17 year old market. That's a lot to manage. And so, you know, maybe that wasn't the right strategy.
So we have Encore Costume Couture for the costumes, Crystal Couture for the overall stuff, and Encore went under that. And it's kind of like, are we confusing everybody? Do we just pick one? Do we just go Crystal Couture costumes and- - But Crystal Couture costumes is a retailer that consigns other subbrands, right?
- Yeah. - I'm saying you need to create a brand and call it like- - Our stuff. - Yes, like when you go to CrystalCouture.com, like the featured dress is brought to you by a brand named Dolly Doll. And that's, you own that brand and you try to make Dolly Doll Nike.
- Yeah, and I think you do that to a certain extent because all the consignment stuff is under Encore, and then we have Couture design by Crystal Couture, which is more. When you say under, are those are separate domains or when you land on the website? It's separate domains that have the same website. - I see.
- Leave with costumes and one and leave with other stuff. - I see. - So the content is all. - I think you should- - Because it complements.
- If I bought your interior company and we became partners, our first meeting would look like this. I think we should create a brand like K-Swiss. Not like a brand. And make a great fucking dress or costume or whatever it is and fucking market the shit out of it.
You know, it's the evolution from going from retail to going to being the product. Because that's what the internet's gonna force. One way or another. You know, cool.
- Thank you. - You're welcome. - Well, we dominate the inventory on our business. And I want to upscale my business to selling things that we don't have.
- Tell me what you're dominating and tell me examples of ideologically what you would like to have. - What we dominate is on equipment industry. - What does that mean? Like what?
Give me literally. Like a dump truck? We specialize in concrete pumps. - How much is a concrete pump?
- It varies on size and capability. Give me. - 80 to $500,000. - From 80 dollars to how much?
- $8,000 to $500,000. - And how much do you buy them for? 10 bucks? No, I'm just kidding.
How are you, and the reason you're able to find them, like just in that world, how are you marketing or what's the funnel or why are you guys get great at it? Is it social media ads? Is it direct mail? Is it phone calls?
Is it knocking on doors? Like what is it? - Well, it's part of the demand, you know, in Mexico, they don't manufacture the kind of equipment. So they're in the construction company.
They're always looking for the kind of equipment. So we started advertising in Metal Union, which is eBay in Mexico. And we started doing more platforms which are website. And that's how we first started selling equipment.
So now- - Got to go to auctions to pick them up, right? - We do that. - Right, some auctions and the way that we started our business model was, okay, we started dealing with a lot of dealers, you know, start helping them with their old equipment that they wouldn't take in, right? So we were like, we'll take your junk, we'll buy it.
We'll buy it for cheap and then you'll have some money to put into the new equipment. And that's how our strategy started. - Love that. - Yeah.
And we came up with one where they started financing. And then the equipment to take it in 90 days. - Understood. So what do you want to sell now?
- I want to sell equipment that I don't have. I want to open the umbrella to our customers. Say, okay, we don't have this on inventory. Okay, but we have an option that we're gonna participate in this auction coming out.
Are you interested? And I want to get customers to feel comfortable shopping what we don't have. - I understand. - Right?
Well, I think- - They can't feel in touch, right? - Yeah, so I think, well, can they feel in touch with the other stuff? Because they come somewhere physically or they watch looking at it online. - Well, first of all, they contact us online.
We have a form. And then if we get some interest, they'll fly in because we sell our market is nationwide. They'll fly into the nearest airport, we'll pick them up, and then they'll get a bill of the equipment rate. So right now, it's just selling inventory.
- And there's only one way cost that people have ever sold anything that they don't own and they want to make money on the float on the arbitrage of what they know they can pay for it and be bidding for it. It's only been done based on building trust around the brand. There's nothing else. And what's really amazing about today's world is like, I think you take a little bit out of what he does and what I do.
I think you make collateral videos and put yourself out there and be like, how long have you been in business? - Five years. - Right, I've been in this for five years. Owning this business, you can say whatever the hell you were doing before then.
You know, there's a lot of things you can do. I mean, like, you know, you can put money into escrow. Like, you just chip away. Like, there is no magic pill.
You need to make the first 50 people feel comfortable and be aggressive at it. I mean, you could put up, you could have the person put up the money in escrow. Like, there's a lot you could do. You could personally guarantee it.
Like, anytime I'm doing something that may feel weird, I'm always comfortable doing anything because I know I'm not gonna rip them off. Like, you know, like, you should do things for the first 50 people that you won't do for the 51st person. Too many people go ideological about how to figure out the entire business model on the first transaction. Got it?
So all you need to do is have examples. Right? Juan and Guadalupe trusted me and he got it. Right?
And what you don't have to tell the world is like, and I put up all the money on escrow too, just to make it feel very comfortable. You know what I mean? Whatever it may be. But that's just the way it is.
This is no different than when I tell people do shit for free at first. Like, well, Gary, I'm worth $5,000 an hour. I'm like, says who? If you're worth $5,000 an hour, you should be getting lots of hours and getting paid $5,000.
Like the market decides. So I think if to build trust, create less risk, and you see, right? And you can do a million different things. I don't know your cashflow.
Like, you know, there's a million ways to do it. Maybe for the first time ever, you open a credit line to help you do the first move. Like, there's a million ways to do it. As long as you know you're not gonna take somebody's fucking money and run off, right?
I always tell people, like, if you're on the right side of your intent, you should overdeliver for the first customers because your interests are aligned. You're trying to create examples for other people to trust you. And so, thus, you're willing to go further, you know, financially or credit or sign something you would never normally sign or do all the time to this day. So, I mean, you know, with K-Swiss or with HarperCollins, I mean, it's funny to see the snickers.
It's really funny. I don't remember, but either my last K-Swiss deal or my last book deal, basically I was on the hook. Like, I had to hit it. Basically, I just said to myself, just buy them and give them away if I have to.
Like, I'm not gonna screw the partner. I'm not gonna be happy. I'll lose money. But I wanted the example.
- Also, on another note, how do we build our budget for marketing, like on Facebook, on social media? How do you take that number? - You guess. You guess with a number that you feel great about if it goes to zero.
So if that's $10,000 and it goes to zero, you learned. What can you afford to lose? You know? On Facebook, for me, at this moment, and I'll let you know four or five biggest subcultures and making sure you're creating enough content for them.
Because heritage makes so much sense and feels like, felt like to me, it was like, damn, that's got to be the business. But when you start talking about other subcultures, demographics, psychographics, you know, sexuality, things of that nature, you want to make sure you have enough content filling those pipes. - Do I put that content out organically on Facebook? And if so, why?
- No. - Because if I... - No. - I would only need certain demographics.
- Yes, of course. I'm very aware of America. I would run... First of all, even if you didn't have the political undertones that we have today, you shouldn't do it because it won't convert.
And the media is underpriced. See, Google is not underpriced anymore. It's properly priced. That's why it has a different strategy than Facebook when it's underpriced.
No, you run ads, which is the right way to do it, period, on Facebook, because organic reaches super low anyway. But the ads are underpriced. So the people that are losing on Facebook are emotional that the organic reach is down, so they're checked out. Meanwhile, the ads are underpriced.
- Cool. - First of all, Gary, man, I love watching you think how you go so quickly from being in your head back to your heart and reviewing experience, that transition, look out, look at the body, and it's on my laptop. - Thanks, man. - I'm fascinated a lot with the psychology of that type of thing.
Two-part question. One part about finding talent, another one about developing marketing aspects of businesses. All three of my businesses are the same business. They're just doing different jobs.
- I understand. - I originally started off with you and me being the brand. That was the phase I was doing my Look You Wednesday videos, question and answers, all these things, being in a person-to-person interaction. The rest of my team got behind me because I'm Jason Brand, everyone wants to go to Ryder.
Let's go see Ryder. Now I've got to start going, okay, go see my specialist, go see my specialists in there. My talent pool in my industry is very small. New York State, we graduate maybe 200 acupuncturists every year.
Now, that's not too much. Good acupuncturists are probably three or four that are good. How many actually have the body and charisma characteristics that are heartfelt and passionate, desire to grow, that don't want to do it on their own. So I try leveraging schools.
I'll give you the 81st opportunity, top five grads immediately, drop placement, trial one in six months. They want to become a teacher. I don't want to leverage my time teaching them for that downplay, or do I? Well, I think, you know, first of all, I haven't listened to enough yet, but very quickly, one, I want to make sure that it's not your ego that's making the pool small.
But if let's say you're right, and that pool is that small, and even to your point, even if it was an ego and all 200 were good, that's still not the biggest pool in the world. I think I liked the fact that you ended your sentence with, or do I? Because it's almost like as you're asking the question, you realize, fuck, if my vulnerability is this thing, then yes, there's a lot of things maybe I'd rather be doing, but there might not be anything more valuable than my time on that because I'm in the vulnerability of that pool. There's a bigger question, which is, even if you got the top three every year, you know, employees by nature are always a vulnerability when you're at the vulnerability of an employee's skill set.
So the model becomes the thing you have to scrutinize. I get it. I get it. You have to do the marketing, meeting with doctors and lawyers.
The three companies, one more time, acupuncturists. Acupuncturists across the gym. Yep. And I kind of put those together for my personal and corporate sales coaching.
So I do digital coaching, video content. And do all three companies sit under one LLC? There is one LLC that holds them all, but they're all three individual. And does anybody have any equity in the individuals?
I have one partner for the gym. Got it. Understood. I mean, look, back to what you deal with by, you know, you, rodeo.
Like, you know, when you have too many ideas, like, it's all about having people in place that can execute and understanding what their incentives are. Some people are incentivized by money. Some want the fame. Some want vacation.
And that's my second part. Develop the marketing. I don't take every account, right? And I take one half a while.
And I was like, oh, well, you know, we don't want to keep all the educational videos. We don't want you to see the value in doing that and being the, you know, the industry expert. I put the information out, have the education out there, have the game for them. Do I hire people to be fronts for that?
Do I hire, do I support people who are like, hey, this is what you got to do. I can't be in front of the camera and love the doctors and communication. I'm the person, like, hey, we'll get on the camera. We'll get on the front for 400 people.
I'll talk to people. Let's go. Let's spend time for me, you know? When you say camera, not live, just to capture the content to be able to do something?
Yeah, originally I started with the same kind of things you, with D-Rock and Kevin, people follow me around. And it didn't work out for us. And I actually got hired by somebody that you had sat in this room a couple of months ago, a couple of years ago. And I don't even remember, Kung Fu guy, boxer, does martial arts.
So he stole your D-Rock. Yeah, he stole my D-Rock. He's really good. That's great.
Do you want me to steal him? No, Jason, Jason, right? Jason's just a killer. Jason's a big video kid.
Do you want me to steal Jason? Just, just. I'm just going to get him just for fun. Just to settle the score.
Give me Jason's info. Give me Jason's info. I'm literally going to steal Jason. There you go.
It's just one big meta thing. You come to four D's and Jason just moves around. Yeah, I mean, how do I, how do I get these teams of specialists in their field to realize that they're... You don't.
You don't. The reason I win a lot with people who are either celebrities or on their first day when I help them, if I have time to talk to them, is because I realized something a long time ago, which is you can't force people to do things they don't want to do and expect success. There's a very specific reason my report card looked like it did this morning when I posted it. Like, you're not going to force me to do that.
And more importantly, you don't want to waste the energy convincing. I believe you. I believe you. So you either A, now hire going forward, where the upfront promise is, this is a disproportionate video recording environment.
And by the way, if you were the personal brand, put this out. Here's what I would do. Because this is what you make a face, front facing video on Instagram saying, I'm hiring practitioners in this craft that love being on camera as well because that is my macro thesis for my business. Two things are gonna happen.
You'll get deal flow. The people that work for you now may actually raise their hand and say, you know what? Change my mind. Gonna take that camera.
And that's a possibility. Yeah, and it might work. Yeah. Amazing thing happens.
An amazing thing happens when you put pressure in real life, not in thesis or words. They're going to see that video and then be like, they're going to decide if they want to be there or not. And some people might give a fuck and be like, cool, let's see if you hire somebody better at fucking whatever craft than me. And then you do.
And then it plays out. I would definitely, definitely do that. What's that about? 100%.
And here's the good news. We're going through this at Vayner right now. I'm looking at James and Mark. We had this big meeting and I was like, like in the beginning and the end, I was like, look, I'm changing the direction of our creative output and our strategic creative output.
And it's super okay if you don't agree with me because I know it's fairly rogue. And so like, come and see me and I'll get you a job doing what you want to do for more money somewhere else. This doesn't have to be bad. Back to personal.
I don't want bad. I just don't want to go into business. I'm definitely, I'm in charge of running the business. I'm going to change the direction and you know, you're a hockey player.
I just, we've been playing hockey and now I'm saying we're playing basketball. Not everybody's going to transfer that skill. And that's okay. And I think that's what you do.
You know, it's okay that they don't want to. You just know it's super important for your business and you're going to do it. That I would definitely do. I also think that you should, I also think that you should definitely hire, how many, are you running ads?
Google and Facebook, yeah. Who's running them? I was managing and I hired my buddy to start doing it. That's what he does for a living.
Got it. And do On LinkedIn, text-based posts, just talking about the things that we're doing. I think I was always very hesitant. I push everything scale.
Scale is doing these things. Scale is doing these things. Instead, I just started to talk about things I was doing. And then people figured it out.
And I think we started to see at least a path forward for me on LinkedIn. Talking about things. Lots of posts that are getting hundreds of thousands of views, thousands of likes. So we're starting to figure out some things there.
Are you running paid on LinkedIn yet? Because it's got a floor pricing and it feels expensive. 55, 60 CPMs, right? Yeah, but you can get super narrow.
Think about it, you can target an HR director in the concrete industry. You know, there's a reason it's 55 CPMs. You know how great in a B2B world knowing the title of the person that's seeing it is? You mean perfect?
Yeah, 100%. So you should 100% test. Like tomorrow. Because again, and here's how it works.
This is where people fuck up. Pay attention for some of you. If you've decided we haven't tapped into St. Louis business, I'm making shit up now, in the insurance space.
The opening video, right? You know where I'm about to go. Hey St. Louis insurance dealers, it's me.
Let's go. If you can't imagine what those first three seconds mean, and you can't imagine when you make the video after you know who you're targeting, I think the other piece we're trying to figure out is Facebook and Instagram, right? For B2B. So we are a sales consulting firm.
Real quick. We've been thinking about that too. Don't. Like one of the things that's really bothering me is you don't have to do everything.
You don't have to win on Instagram. Watching everybody try to win on Instagram mainly because it's the most culturally important platform and they're really doing it because they want to be cool in real life, not for business, is like the funniest thing I'm watching. You don't need to win on Instagram. Just run Facebook or LinkedIn or whatever it may be, but they're doing it because it's so cultural and they want to have 5,000 followers.
You're saying that's the cheapest. Why are you figuring it out? This is why I have to keep, look, I think you can ironically win on Instagram. It's so fucking cheap that it is worth it.
The truth is though, you have to squeeze the fuck out of the thing that's obvious before you can even begin to think about the rest. What are some of the macro trends you see in B2C that are going to infiltrate B2B in the future, 2019, 2020? I'll answer you in a different way that I think is really what you're asking. I would heavily lean into HR dynamics.
Sales teams are vulnerable because of human things. You will win SaaS sales. People, if you made a video of why you should fire your top salesman, it will go viral. It'll crush.
Crush. And it starts like this. Your top salesman, he or she's a dick and it's making everybody else suck and you're fucking letting him and her get away with it because you like the numbers they're bringing in, but they're destroying your fucking company. Let me save you time.
That is 97% of SaaS companies' problem right now. That shit will go viral. Let me tell you what happens with that video. You target that video to HR executives on LinkedIn and pay their high VIC.
If she or he has the juice in the organization, you're going to get a lot of fucking business because they're sitting right now pissed because they know it's a vulnerability and your video is going to give them the oomph to go into the CFO's office and say, this game's over. Sarah, CFO, I'm done. We're firing John tomorrow. Yep.
How do you think about it? So human truths is the number one white space in sales right now. 100%. We're seeing that.
And the interesting part, text-based. Text-based, non-image. I see it on LinkedIn. Killing it.
We see it too. Now what I'll tell you is, don't, like, so I see it too. We see it on our LinkedIn, but we're still doing more video. Here's why.
Don't just pander to the platform's algorithms. If your currency is, you know, getting more views, what a video does is it builds more brand. Right. 100%.
Got it? So I'm losing the LinkedIn algorithm, but I'm establishing more brand. And I mix it up. So don't just become one-dimensional on what's working.
There's so much of that going in on LinkedIn right now. People are scared to try new things because certain things are working. Right now, I'm getting the least kind of stuff, like, engagement and views for the last two weeks after the best week I had because off the momentum of the best week I had, I said, you know what? I'm going to fucking take my own advice.
I'm on a roll right now, and every video is getting a million views. Let me put up stuff intuitively that I don't think will do well to learn from, and it hasn't done well. But the little lemonade clip did super well, and that wouldn't have been something I put up before because that's just fun, lighthearted, not what I do. I'm like, okay, the human stuff, got to think about that.
Opened up a new concept. So you see what I'm doing? As soon as something works for me, I try to destroy it. And what most people do is they become vulnerable to it.
Right. They only do that. Something works and they lean all in. Right?
And what I do is I never let something have too much light. I will never die because Google slowed down. I will never let Snapchat destroy me. I will never let Twitter.
I'm so diversified. Right? Written, audio, video, first in line, my own CRM. I've got your text numbers.
I've got your email. Email, text. Got it? What about the difference between the Vayner and you?
When you think about on LinkedIn, for example, right? I bring top of the funnel awareness to the agency. A lot of people don't want to work with VaynerMedia because they don't like me, and a lot of people want to work with VaynerMedia because they like me. But then that's better than not doing it.
Audio. I started a podcast yesterday. Audio matters. And what's really great about audio is you can have somebody on the team transcribe the audio and make it written content for you on LinkedIn.
The fucking, did you see the deck? Yeah. You need to look at it. If you can Google it right now, GaryVee Content Deck or something.
You're well on your way. Now let me tell you the real answer you're looking for. More. It will go away.
Did you do Google AdWords in 2003 when you started? Yes. No, not quite. 2005?
Five, six, yeah. Crazy stuff, right? Yeah. Not as good as it is now.
The end. See that reaction from her? Yeah. It will go away.
It will go away. Because everybody on earth is going to do social media, which is going to raise the prices. So you got something? That's the reason I've exploded this last 18 months.
I had that conversation myself. I'm like, okay. I talk about publicly regretting that my dad's liquor store wasn't $200 million because I didn't run enough Google Ads. I'm about to do the same fucking mistake.
I'm at the top of my game in the thing, and I'm going to fucking be pissed. So fuck it. Let's go from four to 20 people. Let's fucking go all in on media.
And you guys, I don't know how long you guys have been following me, but the last two years are very different than the years before that. Fun industry, dance competitions. Everyone's kind of all about it in our kind of world. B2B, average ticket $20,000 to $50,000.
Average ticket $20,000 to $50,000. Dance competitions, we don't take our money from, like, the dance, from the parents. We go to the dance studio. So that's kind of like where...
You enable a dance studio to be in the dance competition business. Correct. By them paying you $20,000 to $50,000. To compete.
Correct. To compete. Right. Because the studio enters.
Correct. I see. And then they do whatever they do underneath. Right.
Whatever the fuck they're into. Make a big, not make a big, whatever. Okay. From there, so we're an events-based company.
About 180 events. So right now, our social is mostly just for the kids. We really don't have a strategy to say, hey, so-and-so dance studio, come register with us. It's mostly just entertainment.
Good. Right. So, which... How many dance studios are there?
There's, so just in our database, about 10,000. Love it. I'm going to give you an answer that I think is a B idea for you, but an A, B for everybody else that I haven't gotten to, and then I'll give you some others. Using Facebook and LinkedIn to create in-person events is unbelievable.
And I know that would make sense to you, and it's going to make sense to you too. My favorite thing in a new neighborhood, and clearly in sales, I would use wine because it's authentic to me. There's also golf. There's also other things.
Those two are really, really good. But running ads that say, you know, this is back to prospecting. I'm hosting a dinner at this country club, Like, we have to become marketers like that. Content at scale, ads.
You know what you're targeting with your money, then you make the content. And most people make the content and run ads. Got it? We are under-indexing with SaaS products around finance.
Now I'm gonna make content. We are not winning with $400,000 on everything. Let's think about every cliche we can think of. How much help behind or on timeline?
I gotta get you out of here and I'd love to move forward. What's the time frame as you review, like the data you posted in 24 hours a month? It depends on what your metric is. It's the nick and the bread.
It depends on what your one's the nick, one's the bread. It depends on what your metric is. If he's trying to sell kilts, he's gonna fucking know within 24 to 48 hours. He's gonna watch it.
They're gonna convert any ads. If you're trying to build brand, you're looking for engagement, qualitative engagement. I like this guy, I hate this, you know, like, right? What are you looking for?
Nick and bread. That's gonna be hard. I don't think it's, yeah, cool. You know what I mean?
It always depends. Like, it's a very weird, it's the micro version of the macro answer I gave him. Winning is happy, not making more money because you focused only on the tech company. Fulfillment.
Like, you know, like, what, what are you trying to accomplish? And by the way, it's okay if that shit changes. You know, at 27, you might need money or a boyfriend or a girlfriend. At 34, you might want to have more work-life balance because you have a child now.
At 41, you might need more money because you wasted your money after you had a good day. It's okay for it to change daily. Everybody, if you enjoyed this podcast, please go back and look at the prior episodes. They're loaded.
I appreciate your attention and thanks for being part of this journey. See you later.