the ROI of a basketball for LeBron James is billions of dollars for me Gary vaynerchuk 40,000 I've torn both meniscuses it's cost me some money the thing that is most misunderstood in the business and marketing world right now is that people speak about social in a blank statement don't sit here and do what all of you do which is put your head in the sand when a wave comes go find your surfboard and ride that wave this whole room just stood up that Google search is a dominant force in their business and in 48 50
66 months that behavior will be gone very hard to click a [ __ ] Google ad when you don't even go to Google in the first place wake up there is not even a close second in activity that can grow your business to a proper organic social media execution that means for this room taking a step back in understanding how do I post a video and picture every single day on social media on all five to seven major platforms to grow my business and let me explain it in detail how many people here do social
media for their business raise your hand how many people feel like it's the disproportionate reason your business is growing raise your hand great so 80 to 90% of this room raised their hand when they said do it three humans raised their hand when they said it was the driver the opportunity is undeniable the math supports it dramatically the reason three humans raised their hand at it is they are good at it that is a very small percentage that is the punchline of why I came here today what has happened in Social over the last couple
of years two of the 15-year journey of social is profoundly important to everyone here I have been giving this talk in a variation because I so believed in this movement basically since 2007 that is 17 years of this in the first 15 years of me giving this talk to these kind of events it was more like email marketing you had to amass as many followers as possible with your content and then when you would post a percentage of them would see it I think that's going to make sense to everybody I think everybody can agree
that even if you're a very basic understanding of social marketing the understanding of get followers and those people would see it a percentage of them was the model that is why as time went on and people in this room that are very behind on it it would become daunting if I sat here today and said okay get a million followers and then post and that might be good and don't forget a lot of you like most businesses on Earth are doing business within a regional area so getting 100,000 followers and you're in Dayton Ohio and
only 17 are in Dayton in Ohio you're like Gary get off the stage I don't give a [ __ ] here's what's happened in the last 2 years 5 years ago you can find videos of me online where I'm yelling at the top of my lungs asking begging people to get on Tik Tock at the time most at the time there was none of this China talk and all the other stuff that's in your head it was people didn't want to get on it cuz they just thought it was for 14-year-old girls dancing what I
knew is they were just saying the same [ __ ] they told me about Facebook I know a lot of you when you first heard about Facebook 15 years ago didn't think it was going to mean anything for your business because it was just college kids these platforms all tend to do the same thing they tend to age up the reason I was yelling about Tik Tok is in that story I told you earlier obvious to all of you was that Facebook and Twitter were huge home run Investments what is less obvious to all of
you was that Tumblr should have been the biggest company of them all Tumblr of the three companies and by the way I did great on Tumblr I invested at $4 million they sold it for a billion to Yahoo but it's still should have been bigger because what Tumblr understood in 2008 was what Facebook and Twitter did was they built social media the social graph who you were friends with and that's what you would see but I think all of you know especially for how it happened and it started with college kids as you get older
as you you live your life your friends change their interest and your interest can possibly change and your aunt posting about her pet pig was not necessarily the coolest thing that you could see in your feed what Tumblr understood was what you're interested in tends to be stickier and could follow you I've loved the New York Jets since 1982 that is a much deeper longer relationship for me than most of the friends acquaintances and things that have funneled through that is what social media on the back of what Tik Tok did 3 years ago four
years ago has evolved into I'm going to assume that the people in this room that open Tik Tok or Facebook or Twitter or any platform are starting to realize they're seeing things they're interested in now more than just things that they would follow this is called the interest graph this is the single most important thing for the people in this room when I look at this room and I'm going to say this I'm just so you understand I don't give a [ __ ] about social media could care less I'm not a techie the only
reason I'm talk to you about social media it's what's working right now if this was 2001 I'd be thrilled to talk to you about email and Google if we're doing this in 16 years I'm thrilled to talk about VR and AR and whatever else I have no emotion zero emotion to where consumer's attention is I have emotion to growing my business sitting in this room knowing that the average operator in this room who's doing $3 to10 million has the actual ability to go from 3 to 6 or 7 to 13 or 10 to 20 completely
on the back of what's happening on social right now as you can imagine inspires me to yap on this stage what I also know is that 98% of you are going to do nothing about what I'm about to talk about for the next hour it's just the way it always happens I'll be very Frank this is why I'm excited about the Q&A I'm desperate to figure out which three to six people in this room are going to listen to me and do something about it breaking it down simply I believe however you do this preferably
by you not hiring your 23-year-old niece and thinking she gets it and that's why it's going to work I need everybody here to understand what I'm about to say I am asking you desperately to produce one to two videos and pictures a day brand new ones every day and then when you post them on Tik Tok and YouTube shorts LinkedIn and Facebook you slightly tweak those videos and pictures and the copy that supports it based on the platform you are on everybody here is common sense smart enough to know that if you post organically on
Facebook that is likely to hit an older demo than if you're going to post on Tik Tock everybody here is smart enough to know even maybe through their own behavior that when you are yourself on LinkedIn you're slightly in a different mindset than when you yourself are on Instagram and that when you post on what you do plumbing pooling electric HVAC that when you post on LinkedIn contextualizing for example are you very busy CU you're always traveling for work is a good opening sentence on LinkedIn that is less of a good opening sentence on Tik
Tok if you make an original video and an original picture every day and you post them on all five to seven platforms Facebook Twitter Instagram Snapchat even is exploding with Spotlight is acting more like Tik Tok and Instagram Facebook YouTube shorts these platforms tw Twitter is making a significant change to keep up with everybody so you'll be seeing their video tab bumping to prominence over the next couple months so you consume more video on there the way you do on Instagram and Tik Tok what I'm excited about focused on is telling you what happens next
and what always happens the next question I'm sure that is running through a lot of your heads in a world where you might be posting once on your social media a week a month once every two months three times a month is what the hell am I going to post like cool thanks Gary but what what I think you should post is things of value let me explain what that means for example in this industry one of the most significant posts all of you can start with or a framework that you can start with is
a literally titling the video a video so you don't have to hire me I'm sure a lot of you know that a lot of human beings call you to help them when it's literally the dumbest [ __ ] of all time the they're struggling with literally a switch literally a wire literally nothing but they don't know you do to me trust and reputation is an unbelievable reason why so many of you are in this room I'm it's inconceivable to me in this sector and this room that a lot of you have not built on Word
of Mouth on execution for decades for some of you to me extending that to the rest of the world is going to work videos that teach people the cliche mistakes that people make educating them for real truly deciding when you make a video or a picture that you're not there for the sale you're there for the reputation almost when I started Wine Library TV let me go back to my career how it exploded at first I thought I was going to do QVC literally when I told the stock boy to go to Best Buy and
get a camera I'm like I'm gonna sell so much [ __ ] wine on this sh like I was in full Home Shopping Network QVC literally the camera sits down it was you know how sometimes in life your brain can think of like a million things in a nanc the camera goes on I literally say hello welcome to my first episode and my brain goes to huh I think this is going to work I if this is going to work everyone's going to know me huh I better really tell them what I think about the
wine whether I want to sell it or not because what if I find myself in an event and somebody hands me a glass of wine and says what do you think of this and I say it's crap and they're like got you you said this was good on the show I was like scared of like the DAT line guy I was like wait this is literally what I'm thinking in the first 8 Seconds of my first video ever and in that video I literally decided actually how many people are into wine raise your hand just
curious so wine spectator all these things I realized wait a minute I'm not going to be a merchant I'm going to be a publication I'm going to review this wine how I see it literally in the first couple weeks of Wine Library TV my father and best friend and cousin the core of us the three of us that work that store literally thought I'd lost my mind in like the third episode I there was a white wine that I was reviewing we had like a 100 cases of it in the basement and I think I
compared it to like your cat peeing on your rug and you not cleaning it up it not the kind of thing that makes people want to go out and buy an and drink it and that that decision which was very confusing to my family at the time was the foundation of what I stand on today you can make content about the tricks of the trade the things you know the things that they could do at home so they don't have to call you literally the biggest reason they will then call you you can do videos
this is going to be a real curveball just if you're asking me how the heck are you going to make a video every day you do videos here's a good one actually how many people here do commercial work not just for residential I'm just curious just raise your hands please I apologize just a little higher here's a huge one no joke you can literally do videos reviewing the businesses that you did work for you can make a video that reviews the pizza at the pizza store that you did work for and I'm going to get
to why this is going to work you can literally do videos of your interests if you're into golf or fishing or barbecuing or watching Dancing with the Stars you can do a video about something that has nothing to do with your business but your bio your bio has your business the PS in your copy can mention your business you can literally make a Dancing with the Stars video and complain about what happened last night and then put at the end PS if you need XYZ service here's my phone number these are tactics that work now
here's where it gets ridiculously interesting I'm going to get a little nerdy here's why this is important let's say 23 of you get inspired and actually start doing this let's call a spade a spade the first 3 four weeks are going to be a disaster most of you are going to make a video somebody's going to get pumped by this talk especially we get into the Q&A and you're going to go home and you're going to post a video and it's going to get seven views and you're be like that [ __ ] and next
one's going to get nine and next one's going to get 23 back in the day prior first 15 years of this they would have all gotten like 10 6 79 and that would have been forever until you like built up a list in today's world some of you who are committed to what you're hearing are going to get into it and for some reason it's going to click and you're going to make a video after a month of sixes and nines and 11s you're committed you're not a quitter you felt it you understand and for
some reason some videos going to get 2,000 2,000 views you're not going into the viral Hall of Fame you're not Charlie demilio or Logan Paul but you got 2,000 and you normally get seven I heard AI mentioned on this stage prior to coming out AI is everywhere let me tell you the only AI I'm worried about right now in marketing it's the AI that is on the back of these algorithms that make the content find the Right audience when you get 2,000 you earned it when you get 2,000 views you earned it cuz the quality
of the video was a little bit more interesting than anything you did before this is when you strike let me explain this is where it's going to get very practical to all of you cuz you're looking at a kid that grew up on Direct and Google AdWords this video now gets 2,000 you now take that video and you now run that video as an ad in a 10mile radius of your office what you were doing in modern social media now is you're posting for Creative validation the algorithms are so remarkable now that when you post
the organic results will give you the indication of whatch actually spend money on you now know that ad has relevance you now can spend money against it locally this will give you the highest propensity of that ad actually converting into business when you switch it to an ad you might even change the copy and be a little bit more salesy with it it's an ad this model very simple yet hard simple what I told you not complicated I'll break it down again social media is converted into full validation if the creative is good this has
taken out all the risk of advertising all the money that I've ever lost in advertising in my life and it has got to be an ungodly amount at this point in my life has been based on the fact that the video or the picture or the ad wasn't good enough I know this I did so much direct mail so much full page ads so much radio so much social media I know sometimes it crushed and sometimes it doesn't this model that I'm describing has transcended my father's business recently my dad obviously I built my dad's
business then I left and started my own kind of career during that time I think it was a little blurry to my dad how much impact I really had on the business I get it he's a proud dude the business started to decline after I left because you know when LeBron leaves the Cavs they suck it's all about players he calls me back in he's like I need your help I was very happy to help him I invented something as a matter of fact for everybody who raised their hand with wine this might be the
only thing that you want to write down this whole show I invented something called wine text for him winetext.com it literally remember group on the deal of the day stuff you literally get a text every day I think today's is a $38 white wine that you can buy for 13 bucks you reply with a number it comes you literally reply with the number four it comes to your house it is the literally the easiest way to buy any product in the world this exploded my dad's business inflated by Co it cuz I got it out
right before and yet with me re exploding my dad's business 4 months ago he calls me he goes six months ago excuse me he goes my customer count in the store is really down I want them I go what do you mean you want them he goes I want more customers in the store I said why he said cuz I said but Dad winex is crushing like it we're better off doing that but my dad built this Immaculate actually anybody here from New Jersey yeah anybody near has anybody been to the Wine Library in Springfield
New Jersey thank you fellas tell them it's a [ __ ] Palace it's 40,000 sare ft it's made with mahogany my dad made this like a a palace the Russians he thought he was a zar you know and and so he's emotional because I told him at the time when we built the business the building in 2003 I said dad this a mistake we're pouring too much money and people are going to go online you all know this now there's [ __ ] puff and door Das like you don't want to go anywhere you just
want stuff to come to you convenience is King another insight to things to think about in this next chapter punchline he gets obsessed with having more customers my great flaw in my life is I like making my dad happy so I literally run for the last 6 months what I've been telling you social 5 10 15 mile radius it's gone so well I'm starting to make private label wines for the towns around us like there's a town called chadam New Jersey next to us we created a wine named chadam neighborhood like put a label on
it good wine label and just running it local the amount of attention on Facebook and Instagram Facebook specifically if I'm really if I bought your business tomorrow the model I'm asking you for I want you to be on every platform but where I really want you to run the ads is Facebook I want you to run the five and 10 and 15 M radius ads on Facebook okay I'm going to leave that framework up I think the Q&A will answer a lot more I'm going to ask the people in the back to throw up my
slides real quick my main slide I want to show you all something those books on the top right are the books that I wrote um all New York Times bestselling books my mom is very proud of that but the thing I want to bring up is the second one ironically the second one the orange one the thank you economy is my least commercially successful book still crushed but out of all of them it is the least successful business book I've sold interestingly enough though it might be the most important which is a real insight to
how humans work I want to talk to you about the thank you economy for a few minutes I believe thank you so much you could put it down I believe that the only thing be if you were like hey Gary bad news it's illegal for us in this industry to do social media marketing now what I'm like I got got another move it's called the thank you economy the premise of the thank you economy that I wrote In 2011 was that the internet was changing so much that there was an opportunity to take advantage of
the fact that people are just living online to grow your business by stick with me here now being kind let me explain in the book when the book came out unfortunately that's right it didn't make the book but something happened in my wine store that I want to tell you a story of that I think will be another move for the people that are not on prevent defense but on Extreme offense in these next 24 months which will be challenging cuz there shouldn't be as much demand everybody spent all their money and did all their
[ __ ] you are now fully in I need to take more market share away from the people in my general area let there be no confusion you can wait it out all you want people are miraculously not going to have a need for your stuff more it is going to be a 24 36 48 it's just real life I think that's fine I actually think if you decided to schlep out to this conference you're on offense and you're here to grow and so that's why I'm motivated to go into this part thank you economy's
premises that you can actually do many things for example no matter what town anybody here does business in you can literally open your phone right now open Instagram type in the name of your town type it in Short Hills New Jersey whatever it is actually some of you do this while I'm talking go to Instagram go to the top search type in your town what you'll notice maybe some most of you have probably never done this when you type in the name of your town your town will show up you click it it will show
you pictures that were posted in your town these are people that you could do business with you could because I have you could look at all those pictures and from your business account on Instagram reply like a gracious normal kind neighbor your dog is cute your lawn looks great cool thumbs [ __ ] up emoji whatever you're in the mood to do ironically I don't know if you know this most people don't get a ton of comments and they are thrilled to get any and because you said Thank you or good job or lovely they
now know you exist because most of them don't as you all know that's just a for instance of what I would have said if I wrote thank you economy today that the world is playing out publicly which is insane and if you want to put in the effort and you're not I'm I notice what I didn't say I didn't say go to all those posts and say call me now to fix your [ __ ] pool no no no closing on the first move a little romance goes a very long way tell them ladies I
believed this in 2011 I had an idea I said to my internet Department I said every single order that comes in Google the person's name see if you can find who they are and then find them on Twitter this is 2011 this is Jesus 13 years ago it's crazy time flies so a lot of people have very common names so it's kind of hard to figure out but finally they found a name and the team calls me and says we found someone I said good you found them on Twitter yes we found the gentleman on
Twitter I said who bought a who bought a very low-end Pino Gia I don't think it was Santa Margarita but this gentleman literally bought like a $100 case of pinoo eight bucks a bottle shipped to Chicago nothing we made like $3.9 on the whole order before overhead we lost money on the order but they found him and they said we found his Twitter I'm on the phone I'm like what's what's he tweeting about they'll go we'll read them to you here are the tweets ironically ties back down probably why I'm telling the story of how
I open this talk I'm like read the tweets they're like Bears stop doing that Jay Cutler why'd you do that Jay Cutler I love you Jay Cutler stop throwing touch Jay Cutler a great touchdown Jak this guy was obsessed with the Bears Jak Cutler for all the football fans if you remember was the quarterback at the time I the team goes what do you want us to do I said go to eBay and buy a J Cutler sign Jersey and send it to him with a note that says thank you for shopping at Wine Library
they're like the Jersey like 400 bucks I'm like I don't give a [ __ ] send it to him done I'm like now pumped I'm like I finally found something this is my thesis to the thank you economy here's what's going to happen we're going to send this Jay Cutler Jersey to him the guy bought a dinky $100 case of wine he's going to get this Fram J Cutler Jersey with a note thank you from the Wine Library he's going to lose his mind he's going to Tweet about it constantly he's going to convert all
his business and all his friends are going to come and Shop with us this is going to be a great case study for my thesis I did a bunch of versions of this but this is the one that really has a good story to it I'm pumped and then four weeks go by and nothing happens I'm like this son of a [ __ ] is so [ __ ] ungrateful and then I'm boarding a plane to go to NAA to go taste wine to buy for the store and I get a phone call hey hey
you'll never believe what happened and just the way he said it I knew it was that you know cuz is a month later I really kind of forgot about it I go the Cutler guy did something he said no I said no he said we just got a $6,000 order from Plano Texas I'm like okay for a bunch of high-end burgundy and bolo I'm like okay he goes I want to read you the note that came on the order I'm like okay hey Wine Library can you please hold these wines cuz it's the summer here
in Texas and I don't want the wines to be shipped in this weather to be compromised PS your prices on red burgundy are remarkable can somebody call me I have a very big seller in collection I'd like to see if you have some other things PSS my friend who you sent the J color to told me about your store psss I'm a huge Bruce Springsteen fan if you go home from this conference have no interest in doing social because I don't know you don't like growing and you've decided to use your subjective opinions of the
State of the Union of the world to not do social media marketing because you're scared it's ruining the kids or you're worried about China you're allowed to do whatever the [ __ ] you want you're not my kids you're not my siblings I don't care if you do not want to do that there's something else you can do when you go home I believe that if you call every single person you've ever done business with over the last five years and said hi I'll use Peter Holland here if I'm Read My Eyes Peter hey Peter
Holland it's Gary just calling you I know we obviously worked you know did some work for you for 18 months ago just check in if it's going well is everything fine good thank you hope you have the best day that's the lowest thing you can do number two you could also remember cuz so many of you do or the people that work with you do you could also remember that Peter liked dwine or like the Kansas City Chiefs or had 16 dart boards in his basement cuz I don't know he's a [ __ ] Dart
Enthusiast you could go buy a $50 dartboard and send it to him with a note and say hey just wanted to thank you for your business 18 months ago I believe that if you scale the unscalable right we're in the whole talks of AI now and everything's so efficient and it's all technology and I think if you go back to doing business the way that our great-grandparents did it and call not new people who are going to give you money no no no thank people that already gave you money that those people will actually on
that action even more than the quality work you did the gesture of kindness when it was not expected even a phone call or a letter or some flowers chocolates a bottle of wine that that itself will substantially grow your business while everybody else is on defense you have two choices in my opinion the choice you don't have is to keep doing what you're doing because I know that whoever does social hardcore organically and then has the right model will out flank you locally or the person that goes most old school do not be in the
middle it is the worst place go OG OG thank you economy or go new school new school social media plumber of the year but don't be here cuz here sucks thank [Applause] [Music] you do we have questions we only have 100 questions okay is that true no that's can we just clap it up that means the world to me thank you that's awesome all right so obvious obviously I'm not going to be able to get to all that so real quick can we throw up my slide for everybody's question I don't get to one of
my favorite things to do I have a teex service this goes back to scaling the unscalable I've have almost a half a million people that follow me on text it's a platform called Community that's my text number literally when I go on Long flights I'm going to London next week to watch my New York Jets destroy the Vikings eat it Minnesota um if you text me your question if I don't get to it I'm I'll hope I'll get a couple hours on that flight to to catch up on text um so anyway nonetheless go ahead
sir all right so how important is personality and point of view When developing social media a not just posting yeah I mean look if you're boring as [ __ ] and you're like a piece of paper nobody's it's not going to work but by the way you don't need to be in the content this is the brain twist do I believe that people buy from people yes do I believe that if you explode off screen and are charismatic I think that will work let me throw you a curveball I've watched people that are boring as
hell on video but know their [ __ ] do incredibly well you're in a business where people want to know the goods like as a matter of fact you're in a business where if you're overly charismatic people may not hire you because they think you're a Shyer so be you but also know you don't have to be in the content some of you are introverted some are incredibly private you don't want to be I by the way actually how many people here do follow me and have a sense of who I am raise your hands
thank you humbled you all know what I'm about to say I'm one of the most prolific posters of content in the world and I never share my personal life that's for me I don't need to share my kids or a dog or my relationships to get likes I keep that for me you're in control of what you post so you can do a lot of things as a matter of fact I really like the idea of some of you that are really in the trenches of your work videoing from your perspective you know going back
to like teaching people how not to hire you making a video of just showing people how to do one little fix that might need to come from this perspective where we just see your hands especially if you're all tatted up like this dude it's awesome so I think that I think that yes personality of course like this goes back to three people raising their hand like plenty of people have heard this talk from me gone at it for a year and have gotten very little results cuz they themselves are not good at it so there
is a skill set to it but there's a lot of ways to attack it a lot of ways to attack it you could film an entire scene Plumbing pool electric and then do a voice over and explain what the video was about there's a lot of ways to attack it you don't have to just be the front man or woman awesome uh how long should the videos be like what's too long what's Too Short too long is when it sucks too short is when it's great I've seen unlimited trash garbage atrocious 6sec Vine videos back
in the day and I've seen remarkable 1 hour 45 minute videos it's a quality thing there's no right time there's is it good or isn't it bad you you know what's awesome at this point it's not 2007 everybody here everybody here has consumed content in Social you know what I'm saying is Right you've seen things that in two seconds you're like seea boring no and you've seen things that in the beginning you're starting to watch you're like how the hell did I just watch this for 19 minutes so there's no time variable um so a
couple of questions who's the right person let's start with this thank you great question first and foremost actually first and for how do i y first and foremost I need everybody here to do 10 to 15 hours of homework on what I just talked about like Google a book my latest book throw it up thank you uh day training attention really goes into it just throw it up real quick this the sign uh the slide please the purple one next to the kids book I just put out day trading attention I need you to read
it or listen to it on the record I could give a [ __ ] if you buy it I don't need the 8 cents that I get from every book sale you can go to something called Pirate Bay and steal it I don't give a [ __ ] I don't care about the book sale I care that you actually know in detail what I'm talking about because it will change your business whether you use that book whether you use Google or YouTube some of you learn audio I have no reading comprehension I've learned which is
why I don't read books but everything I ever hear I remember forever so obviously audio book works for me or videos um first and foremost brother they have to know it how the hell are you going to judge an outside agency or an employee if they're good at this if you have no [ __ ] idea how this works and I don't want to hear that you didn't grow up with this you didn't grow up driving and you figured it out how many people here are retiring in the next 5 years and I don't mean
you're going to crush it and buy an island I mean you're old and you're finished raise your hands who's retiring in the next 5 years raise your hands I mean it actually I'm actually dead serious who's retiring the next 5 years okay for the 11 of you maybe you can hold your maybe this strategy can work but for the rest of you you better pay attention to what I'm talking about cuz if you're not going to do what I'm telling you somebody else is and they're going to take your business and your private Equity Firm
is not going to help you this is the [ __ ] jungle so fight so anyway who should do it you should hire someone my preference is that you learn how to do it for 6 months that's free right that just takes away from you know Netflix or some other dumb [ __ ] that all a meeting that's two hours that's really 30 [ __ ] minutes you know that we're doing that all the time so you learn it for 6 months then you can hire people whether it's your niece or an outside agency or
somebody internally but if you don't know how to judge it what are we doing that's why it hasn't worked for 99% of you already you don't know how to judge it uh how we adap this approach to social media and marketing content and 99% of the time customers are coming to us because something's wrong have you turn me into a you don't this is why I need you to post every day I need you to post every day cuz we don't know the day that somebody's going to be in Market that's why car companies Market
their asses off every day that's called business sorry you [ __ ] picked the cry not me I like that one Dustin please clip that definitely putting that on LinkedIn all right so this might be a tough one uh what metrics matter to prove the time is best sent on social versus working on other platforms parts of business sales like leads real life I mean this is unequivocally undeniably the truth of where the attention is and we see it and again one of the reasons you know I'm being very I mentioned it earlier I'm not
really doing a lot of events I'm being very selective I have the fortune this is why I feel so warm in this room I have a lot of friends relatives acquaintances that are in this business like as you can imagine I've been more forceful on them than on a stage with people I don't know for an hour the metric after a year don't do it in the first week you know this is why everyone loves Google Google isn't marketing Google is sales you know that right Google sales someone tpes types in a need and then
it comes to you it's intent based marketing you're not building brand you're paying Google a toll booth to send you a lead Google is sales that's why people like it you can measure it very good oh and you know brand is a whole different animal brand is the game brand comes from social and content you can turn it into sales when you do that converted ad that I told you about after you do well this is why I need you to get into details but you should measure it based on your business results so Ty
two questions in here um but real quick if we're talking about AI sorry brother but real quick how many people here by the way most a lot of my business are this way so I'll raise my how many people here really use Google it's a real driver of their business raise your hands actually stand up I I'm sorry to it's the morning let's get the blood flow don't be lazy I want I'm doing this because I want everybody to visualize so I'm so glad we got to this look around before I let everybody sit down
all right please sit down thank you we could call it pretty much the room relies on Google does everybody understand that Google search is fundamentally dead within the next seven years that everyone's going to AI that chat GPT just wiped out this entire room everybody who just stood up just told me that the Yellow Pages is their life you know again there's 11 people who are retiring so they don't give a [ __ ] they're going to be fishing and down here actually usually say Florida we're [ __ ] in Florida so this whole room
just stood up and is relyant on a platform that is getting massively disrupted right in your face right now how many people here this will be interesting how many people here are already using chat GPT instead of Google for things they used Google for just two years ago raise your hand raise it high I want people to see this keep it up a little bit because I need people to really understand what I'm saying this is your life I think we can all agree that the people raising their hands I'm not talking to a junior
high 40 50 60 year olds this dude's fairly young but 40 50 60 year olds are raising their hands and they are using AI now instead of Google don't sit here and do what all of you do which is put your head in the sand when a wave comes go find your surfboard and ride that wave this has happened this whole room just stood up that Google search is a dominant force in their business and in 48 50 66 months that behavior will be gone very hard to click a [ __ ] Google ad when
you don't even go to Google in the first place wake up so you mentioned five seven sites what what are the sites that we should be posting yeah I mean look that one's easy I'll go to that one you know what they are it's Facebook and Instagram it's Tik Tok YouTube shorts is a monster I'll tell you why I love YouTube shorts for all of you if you name your videos properly how to replace a Val you know again I don't want to speak to things I don't know but you know you know the questions
people ask you know you know the Google ad as a matter fact you know the Google AdWords you're buying that convert well if you name your videos very smart on YouTube shorts you can get length out of those videos you can get business 9 months most of social works for like this week this day with YouTube shorts you get business 9 months from now based on teaching someone how to repair something in a pool or roof or electric like you know whatever you're doing because YouTube is the second biggest search engine in the world Google
is one not Bing not Yahoo YouTube is the second biggest search engine in the world so YouTube shorts is a monster so Facebook Twitter Tik Tok Instagram YouTube shorts I'm obsessed with LinkedIn LinkedIn has become what Facebook used to be like LinkedIn people are just in there consuming content and again a lot of people that want to use you are busy and business people it's a great demo for you dollar-wise busy wise I'm the kind of person that pays for services all the time for [ __ ] that I could do because I just don't
want to do it and my time's valuable that's linkedin's loaded with that so those are ones that most Stand Out Snapchat Spotlight I'm very bullish on it does still skew young enough for from a homeowner standpoint that's Tik tok's already much older than snap so snap is still a predominant message tool though their Spotlight product is like Tik Tok and Instagram I I could live without people posting there Pinterest again I could live though there's some visual stuff maybe there's a little bit of Pinterest but the first five are the ones I would go with
right then back to the original how much time as much as humanly possible okay I I cannot explain to everybody that there's almost nothing you're doing in your day-to-day again these are not $1 million or $800,000 businesses these businesses are a little bit bigger in this room and a lot of people in this room are in an executive life they have time brother again when I see 90% of the room stand up as a driver of their leads Direct Mail is getting more expensive and less effective Google is actually what all of you are doing
and it's in deep [ __ ] Google might win the next AI thing but what do you think Google's going to do you think AI is just AI is different than search AI is going to just send you hey I have this broken where should I they're going to send it to themselves they're no longer going to be interested in being a toll booth for a little bit of advertising they're going to create their own services on top of it my friends if you do not build brand fast you will be commoditized bookstores got it
first technology doesn't give a [ __ ] about you or me bookstores got it first poor little bookstores were crushing in 1995 unfortunately Jeff Bezos decided to pick that category first Uber I was an early investor in like I told you really good at investing I spoke at an event like this like this two years after Uber came out in San Francisco and was about to expand I said Uber's a problem you have to build brand for your black car service they laughed at me you know what their thing was which is different than your
thing they thought they had City Hall by the balls they're like in the Q&A they're like Gary do you know what city hall is do you know that we've been supporting the politicians we're not going to let Uber in I said do you know what billions of dollar in venture capital is you [ __ ] idiot please don't be naive this is not a business strategy I need you to start building brand I need people to know your business because when I walk into my home and say Alexa I need to fix the air conditioning
they're going to send me wherever the [ __ ] they want if I say Alexa I need Peter Holland to fix my air conditioning Peter W I can't do that if I don't know what the [ __ ] he is if you do not attack social in these next five years you will pay the consequences mark my words for the first 10 years that I gave this talk it was a nice to have it was added value we are starting to cross into this being a necessity this is not little silly pictures this is where
attention of society is you guys are so underinvested in Social so at night you're talking about how social media is putting like democracy on its knees and needs to be regulated because it's so powerful you're telling me it can't sell some of your services what are we doing please please take the energy of this talk tomorrow tomorrow and convert it into action give me a year it's like working out if you just start working out and you haven't for a while it's hard the first couple weeks I said it earlier I'll say it again you're
going to get six views you're going to get nine but I believe in the first month or two if you just keep going at this you'll see something that will make you understand and then you're going to go go ahead time for one more hell yeah okay um so these people are amazing but they are not the most creative because I've seen you draw in classes and so one of the questions that keeps coming up is what would you po if you were in TR if I if I yeah if I bought a business in
this and tomorrow was my first day or if I we teamed up the first thing I would do is go search I would go to YouTube and I would go to Instagram and I would search all the terms of our industry and I would watch every video that has ever been posted in our industry I promise you there are people around the world and around the country that are doing content on social in this industry in these trades I would look at that um and I think I would use that as guidance my friend but
I really do think I said it earlier you would be flabbergasted how your love of golf could convert and grow in your business and I don't mean business is done on the golf course I mean literally you're making golf videos and people watch golf videos and then one of them's good for whatever the hell you did and then you took it and converted it to an ad and oh by the way I didn't say this last time you're going to spend $100 on the ad that was the other amazing thing about local advertising remember when
I told the story about you can make a video gets 2,000 views now you're going to run it in a 10 mile radius because a 10 mile radius on Facebook is small especially for some of you that are in rural parts of the country because there's not that many humans it only costs you A1 or $200 in advertising for almost everyone that's on Facebook in that area to see you more than once the reason my dad's liquor store is crushing is when I pick chadam New Jersey they only have 10,000 residents if I'm spending $1,000
which is what I did in that scenario almost every resident saw it three four times all the Chat and message boards and Facebook groups were lighting up of like why do we keep seeing this guy with this wine cuz there's something called reach and frequency in marketing you're getting to them but how often are you getting to them so it's a you like you will be stunned stunned I mean it's funny I didn't get to this point part of the talk I'm glad I'm getting it on the way out I think you've gotten a sense
of how my dad rolls as I've been building this thing for him if like one weekend doesn't go well he's like let's do direct mail I go Dad we've done Direct Mail 80 [ __ ] times in the last two years and you see that it's a waste of money you see that we do Facebook for 5,000 a week and get these results you see we do direct mail and get way less when we spend $2,000 we had one bad weekend because the creative wasn't good and you want to go back and the reason some
of you giggled here and I heard you at different tables is that's what you always do when you go into defense you go backwards you understand that right your brain goes into some sort of mechanism of like well this worked in 1984 well so did mash that's a good way to [ __ ] end thank you appreciate thank you [Applause] [Music]
