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Practice English Speaking&Listening with: How to Get Your Business the Most Attention Possible in 2020 | Game Changers Summit Keynote 2019

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- This is black and white,

I don't know what emotional hurdle you need to get over

to get into this, I don't know if you don't realize

how content you actually are, I don't know if you don't

realize that the words coming out of your mouth

from ambition don't match your action,

cause you don't actually mean it, I don't know what,

but I know it's happening.

And that's what we need to breakthrough here today.

(sirens)

(men shouting)

You got your perspective

(escalating music)

(crowd cheering)

I just wanna be happy, don't you wanna be happy?

(upbeat electronic music)

YouTube what's up?

So, so grateful that you clicked and you're about

to watch a new YouTube video,

but before you do 212-931-5731,

that is my texting community platform, I'm doing

a lot of one-on-one engagement in there

and also access opportunity first looks

in that environment, 212-931-5731,

join it now.

And now to the video you've been wanting to watch.

So, super excited to be here.

A lot to talk about, I also spoke with the organizer

so I'm gonna try to do quite a bit of Q and A,

because I think the framework of where I see the opportunity

for many in the room is not overly complicated.

And what I'd really like to do is,

give this audience the opportunity to ask a detailed

question about maybe their attempts within the execution

and why it didn't work, or how they see the perspectives

in a different way.

So

very simply to set up this conversation,

I believe that attention

is the singular most important asset

for anybody trying to achieve anything, whether that's

to cure a disease, run for office, sell a sneaker,

get a client, to create anything, to create anything

you need ones attention and then the variable

of what comes out of your mouth or what you create

becomes the way it happens.

I have had an incredibly interesting relationship

with attention my whole life, it took me probably

until five years ago really questioning you know

in a knock on wood why is this going so well way,

what has allowed me to be successful, what else

has allowed me to be happy and successful?

Why is this working?

Why is this so obvious to me, yet continues

to not be for the masses?

What is this thing?

What is my life, why does this work?

And what it took me back to, ironically is,

which would make sense, everyone's origin stories,

but it becomes a DNA thing.

At some level the thing that, actually brings me happiness

is I can't hear the cheering and I can't hear the booing,

and that's why it's very easy to navigate through life.

That came from probably the circumstances of being born

in the Soviet Union, coming to America, very humble

beginnings, you know studio apartment,

multiple family members in it.

You know, complete and utter lack of entitlement,

while also having a wildly

loving mother who built

disproportionate self esteem, but knew how to stop

right before it became delusion.

(audience laughing)

And that is really the balance I think many parents

in the room are trying to figure out and we're starting

to understand eighth place trophies

are a really stupid fucking idea.

(audience laughing)

(audience clapping)

And so that happened, but where it really took me to

was my first business, which was a lemonade stand business,

when I was six, seven years old.

I legitimately tricked my friends into standing behind

lemonade stands all day and I used to tell that story

in my early keynote career, and then I actually in a keynote

while I was telling the story in the other part of my brain

was trying to figure out what was I doing all day

if they were all behind..

Like I actually couldn't recall and then finally triggered,

what I was doing was I was making signs for five to seven

hours a day as a seven year old,

walking the streets of New Jersey sitting

on corners watching cars drive by

and trying to legitimately figure out which tree,

or which sign, or which bush, or what angle

their eyes were looking at while they were driving

and where to put my sign.

I did not learn that in college, I did not learn that

by watching a keynote video on YouTube, I did not learn

that reading a Seth Godin book.

You know, I learned it because it was inherently in me

and then it transformed forever.

I did baseball card shows when I was 13,

making $4,000 a weekend, I was the only dealer

amongst grown men, to spend the first four or five hours

not setting up my table but walking around and understanding

where the attention was going.

I would spend a lot of time looking at my table

and understanding where to put things,

because I knew they'd be walking by fast

and could I stop them with a Ken Griffy Jr.

or a Micheal Jordan whatever it was.

I'd been chasing attention my whole life.

That manifested when I transitioned in to my Dad's

liquor store business and it really transformed

because I stood behind the register and I watched

people walk through the store, and the first impact

I had on my Dad's business was moving around things.

I said, "Dad, when people first walk in we should not have

a huge display of $6 stuff, we should

have a display of $12."

It was just, it came natural, it continues to come natural.

I have written more books than I've read.

I consume almost no content other than reading peoples

comments to things that are going on in the world.

I know that Felix Hernandez retired from baseball last night

by sitting in the green room right now reading 20 peoples

comments about it.

I only care about the end consumer.

I only care about the potential customer,

and I care about her and his behaviors and attention.

I do not care what's currently working for you to get leads.

I don't care what's currently working for me to get leads.

I'm always putting what's working yesterday through massive

friction of is that behavior best today.

I built my Dad's liquor store from a three

to a 60 million dollar business in five years,

on the back of spending every penny properly

even though the data showed me that direct mail,

and newspapers, and radios would work better than email

and google search.

It didn't matter what it was showing me, what mattered was

what were human beings doing right now.

To be a person in this room looking for leads

and growing their business, and to not think social media

works is audacious at best

and downright fucking stupid at worst.

(audience laughing)

Now I understand why people think that,

because like anything in life the ROI of something

is completely predicated on how good you are at it.

The ROI of a basketball is a billion dollars for LeBron,

it's zero for me.

(audience laughing)

Just cause you ran $1,000 worth of Facebook ads

and it didn't work doesn't mean that Facebook doesn't work,

it means that you suck.

(audience laughing)

(audience clapping)

That is not my opinion, that is my knowledge that

the shopping app Wish has spent 95% of its money

on Facebook and has become a business that sells

eight billion dollars worth of product.

That is not my opinion that Instagram can work,

it's that Fahionova does a billion dollars in revenue

on the back of 100% Instagram influencer strategy.

I for the record could give zero shits about social media,

I can not wait to give a keynote in 10 years making fun

of people doing social media, because voice or augmented

reality, or blockchain, or whatever is being invented

by a 13 year old girl in Tennessee right now,

is the better thing to do than right now.

Now, this does not mean that something is dead,

I'm very happy for you if your billboards are converting.

I'm thrilled if your direct mail strategy is rocking it.

My question is, is that the best use of your $4,000?

Just cause you get 18 leads from it, could you get 49

from something else you spent $4,000 on?

This is the debate at hand.

If there is anybody who's confused that this is

the single most important thing in our society

then you're just downright confused.

These plat...I literally sit with friends including

this, I have a friend deeply in this industry

and we were having a conversation year ago

which is why I was so excited to come and give this talk,

and the debate, the conversation starts with...

And actually I won't use his cause he didn't go that far

into it let me actually paint a much clearer picture.

I spend my life sitting down with people about marketing.

and communications, and business,

and they'll spend the first 30 minutes,

and it's a little less white hot right now but the elections

not too far away so it's gonna come up again,

but a year and a half ago I would literally spend

the first 30 minutes of a one hour business breakfast

with the executive telling me that Facebook is terrible.

Or social media is terrible, it's ruining our democracy.

And all this stuff, it literally is all this

and then when we would segway, into the normal business.

This one meeting sits in my mind the gentleman

is the CO of one of the major beauty brands in the world,

we're talking about makeup.

He basically looked me in the face 20 minutes later

and said, "Look, I just don't think Instagram

and Facebook can sell makeup."

(audience laughing)

"I really believe in Vogue."

And all this other horse shit.

(audience laughing)

And I said to him, I took a step back I said,

"Lub it, five seconds just for myself cause I'm confused

here over my scrambled eggs.

This is correct what you're saying, you're telling me

in this breakfast, that Facebook and social media

is so powerful

that it can destroy one of the most powerful things

in the world, the American democracy,

but it can't sell lipstick?"

(audience clapping)

It's real.

Let me make it perfectly clear before we get into Q and A,

I have zero point zero interest in you doing anything

that I talk about this morning.

You're not my mother, you're not my brother,

I genuinely don't give a fuck about you.

(audience laughing)

I am doing this keynote because it's being filmed

and I wanna be historically correct, and I will

re-air it in eight years when I'm talking

about something else.

And if you follow me on Instagram I've quite enjoyed

the last year of pulling up my videos from eight,

and nine, and seven, and 12 years ago,

because I'm looking to build my reputation.

If you wanna go back home and do exactly what you're doing,

I actually am happy about that, because the less money

that you put into these systems is making that attention

a better deal for me.

So there's no confusion,

I prefer you don't

do anything I'm talking about this morning.

(audience laughing)

And the good news for me for doing this for the last decade,

is I know that 98% of you will not.

(audience laughing)

I will do a nice job here over the next 44 minutes,

we will get fired up, a lot of things are gonna make

sense to you in its mix of cursing and comedy,

I will answer very direct questions that show you

I have deep practitioner ship in this.

This isn't fucking college up here,

this is everyday real life.

I've built two businesses from scratch,

one from scratch excuse me to a 200 million dollar

business over the last nine years,

in revenue, profitable, not valuation.

(audience laughing)

Uh, I built a three million dollar business

doing $300,000 in gross profit before expenses,

with no credit line and no venture back money

to a 60 million dollar business in five years

as a 22 year old.

I'm Mariano Rivera, and if you don't know what that means

Mariano Rivera (audience clapping)

is a hall of fame pitcher that just retired and went

to the hall of fame recently,

played for the New York Yankees.

He was an extremely good pitcher, he was their closer

for two decades, but ultimately if you're a hardcore

baseball knowledgeable fan, he had one pitch.

He had one pitch that literally not one human being,

besides Edgar Martinez, knew how to hit.

And that's me,

I suck at a lot of things, the one thing I don't suck at

is understanding what the consumer is doing at this second.

I understand human behavior and I understand human

attention, and I understand it not like buying

a mutual fund, I understand it like day trading.

I know exactly what's happening right this second,

on LinkedIn, on Tik Tok, on Facebook, on Twitter,

on YouTube, in print magazines, on the radio,

in billboards, on t.v., on Netflix, period end of story.

And that currency

is going to be the single most important thing

in perpetuity, because as the internet continues

to evolve everything in the middle is commoditized.

The amount of people that give a shit of what college

you went to or how many years of experience you have,

is staggeringly low.

Knowing who you are is super duper important.

This industry as a whole has had a quite a historic

understanding of personalities being able to build

quite big businesses by arbitraging where the attention

of the consumer was.

Sometimes that's outdoor media, sometimes that's direct

mail, often for the tippy top it has been remnant television

commercials, today that opportunity sits at scale

at an under priced nature in pre roll YouTube.

Everybody is so obsessed with leads and conversion,

which is why if you're current you love search,

you love SEM, obviously if somebody's typing

something in that's intent.

And I understand why everybody loves it here,

cause 99.9999% of this room is in the sales business,

not in the brand and marketing business.

It's short term conversion, it's math.

This is why I always beat you.

I always beat sales people.

Sales people look at short term ROI,

I don't care if I'm losing 27 to 3 at half time,

what's the score at the end dick?

(audience laughing)

That is my marketing strategy.

You being completely a no name on these social platforms

means you are in the process of becoming less relevant.

Where do you think we're going, you think

this is going backwards?

You think we're gonna wake up tomorrow and give up

our cell phones?

If you are not relevant in building brand today,

let me actually go right to the punchline,

how many people here are spending money on Google Ad Words?

Or search, or care about SEO, just raise your hands high.

High, makes sense.

And I'm a fan, I built my Dad's business on it.

You wanna talk about a real good Google,

I was there day one, literally day one, the words

were five cents a click, I owned the word wine

for five cents for four months.

(audience laughing)

Nobody knew what it was, it wasn't good.

I went to little conferences, conferences as big

as that table at the Springfield New Jersey

chamber of commerce event, where the guy who was selling

yellow pages made fun of me for this internet fad.

I remember those days.

Those days are happening right now.

Of course you can't like putting out organic content

on Facebook, or Instagram, or LinkedIn, or anywhere else

as much as a Google search term.

That's a conversion.

There's intent.

It happens quick.

The math is right there.

You can't see what happens when you're building equity

and brand, it takes time I understand.

I'm happy, I'm happy that everyone is so this second,

this basic math, this not thoughtful.

This is my great advantage, it doesn't make it

any less true.

Let me tell you exactly how search is gonna play out

over the next decade.

How many people actually, how many people here

are retiring within the next six years

and before you raise your hand I don't mean

you're gonna crush it over the next six years

and buy a fucking yacht, I mean you're fucking old

and you're finished.

(audience laughing)

So real quick, hands, next six years.

Raise your hands, retiring next six years firm.

Okay.

So for the five of you,

(audience laughing)

for the five of you, I think at some level

you can take some of this with a grain of salt,

but for the rest of you pay very close attention

to something that is about to happen over the next decade

that will be very important.

Why I'm telling you that brand over search or conversion

will transform your businesses.

In a decade when somebody needs you they will be

in their kitchen, in their car, in their office,

and they will say, "Alexis."

Alexa, excuse me.

Alexa, Google, Apple, Samsung, or whoever wins,

"I need a lawyer."

What are you gonna do then?

Just curious, what are you gonna do then?

Are you gonna be so clever with your copy,

there is nothing left besides brand.

When that voice machine gives an answer in the back,

either they will give the business they bought

and take all the business,

or if you think Google search terms are expensive

wait til you see what a referral from a voice device

is gonna cost you.

Oh and oh by the way, only one person can get it.

You don't see 11 people, I don't get to make a choice

because you put a clever name in it,

or I like the way your last name sounds, or you got some

sort of other variable, it's a binary thing

and you better be in the fucking business of this,

"Alexa, get me Susan Thompson."

Cause if you're not, you're gonna be finished.

And that is how it's gonna play out.

So, I hope you keep enjoying

your philosophy of lead generations and sales driven,

I'm super excited that you can't figure out

how to put out content and give people advice

of how to avoid using you,

or how to avoid getting in trouble, or other things

that people should learn, which would then give you equity.

This is real and in a room where only five people

are retiring in the next six years, and by the way

three of them looked way too young to be retiring

in like the next six years.

I highly recommend everybody understands that we're

in a massive crossroads in technology where personal brand

is not some foofy thing, or some audacious thing,

or something we look down on cause we don't like the word

cause what it really means is reputation.

You don't like the word personal brand fine,

call it reputation.

I have a funny feeling a lot of people in here

know exactly what that means.

And if you are not putting out content at scale

on LinkedIn, and YouTube, and Instagram,

and whatever else emerges, if you do not have a podcast

around what you do for a living, or show up on podcasts.

If you are not digitally native

because either A, traditional media of print,

radio, television, and those are other things

are appeasing you enough and you're only digital behavior

is just sales driven intent from search queries

and you're overpaying of the next guy or the next gal,

a little bit more to be the first result in Google Ad Words,

your strategy is uncomfortably vulnerable.

Now, how do I know this?

Not super complicated.

I gave this talk to the 2011 Limo and Car services

and told them this Uber thing was not a joke,

and they laughed me out of the room.

I went in 2014 to Toys'R'Us, which was my favorite

store as a kid, to meet with the CO, and pleaded

not even for the business, for them

to change their strategy.

I don't have to tell you what happened to that business.

The bookstores were very naive about Amazon.

This is historical, this is not I'm a prophet, a futurist,

you know, I'm not fucking Yoda.

I

just respect two core things,

what customers are actually doing this second

and history always repeating itself.

I just don't understand how anybody is not pot committed

in a service business predicated on human beings

in building awareness around that human being.

And that's it, so that's what I think is happening,

I couldn't recommend a couple things more.

And we're about to do Q and A

so start thinking about questions.

Couple things, number one,

when producing content to use it as a lead gen

for your business, the number one rule is to do everything

reverse of what you're feeling right now.

You have to make content that actually brings people value

and not mix in a sales call.

It's very disciplined, it's very difficult, it's why

I wrote a book called "Jab, Jab, Jab, Right Hook" years ago.

Give, give, give, and then ask.

Too many people bleed their give and their ask

in the same piece of content, thus it's actually an ask.

Thus, you don't convert.

Building equity in the ecosystem around things that

you've learned from your experience, whatever that may be,

is completely imperative.

There's also a lot of people that may just hire you

cause you're a Chief's fan

and sharing that variable matters too.

You don't have to, I produce more...

How many people here follow me in social at all?

So the hands that just went up thank you.

The hands that just, you may know nobody produces

more content a day than me, I've got 100 pieces going across

11 platforms, but I share nothing about my personal life,

no family stuff.

You're fully in control, the machine and algorithm

don't take you over, you get to put out

what you want to put out.

But you have to provide value

not put out a sales call.

Number two, you have to be self aware

of how you communicate.

There are a lot of people in here that would never put out

a video because they don't feel good about

the way they look, they're insecure when that camera

light goes on.

They just don't like it and that's fine, that's amazing.

Not everybody is wildly charismatic and handsome, I get it.

(audience laughing)

However, many of you here can write 11 sentences

in a way that I never could and post something on LinkedIn

that would absolutely crush and become the awareness to you.

Maybe you draw well, I'm not kidding, some of my best

content right now is the transformation of the things

I believe into comic format that looks like a Sunday comic.

Maybe you're audio, maybe you're the kind of guy or gal

that walks around earth has a thought, started to understand

the kind of value people are looking for and you take out

your iPhone or your phone, and you hit record and it's

a memo, and you talk for two minutes and you hit stop

and you post that on these platforms.

Communication has been established a long time ago,

it's visual, it's audio, it's drawings, it's videos,

it's words, it's basic.

Radio, television, print, is the internet now,

it's all the same shit.

You have to figure out how you communicate.

Unable to be you, you're a one woman shop,

you better understand why Metlife has Snoopy.

You wanna go real extreme?

You're super private, you can't do it,

you can't put yourself out there, it's really interesting

for you to come up with a logo, to come up with a character

to speak on your behalf.

Not building brand on the digital platforms of today

is completely unacceptable, and before some classic dog

raise their hands and says, "Gary, I didn't grow up

with this shit, that's why I'm not doing it."

I wanna remind everybody in this room, none of us grew up

with this shit and more importantly the customer doesn't

care that you were born in 1964,

or 1952,

or 49, or 92.

You didn't grow up driving you figured it out.

And before you off source this to your 23 year old niece

cause she's young,

(audience laughing)

I wanna remind you that if this is your business

it is now as important in one mans opinion, I could

be wrong, it's as important to understand this as it is

to balance your checkbook.

If your business and company does not understand

contemporary communication, it is far more vulnerable

than you think.

It just is.

This is happening quickly.

Please be thoughtful, please audit your businesses,

please notice a lot of your clients may be historical

and that there is no lead gen, that you're not acquiring

new leads in the classic way.

Or more importantly, don't get high on your own supply,

if somethings working now cause you're crushing some

search term or you got some ad buy, and that actually

represents 63% of all your business, A things change,

and B the whole thing breaks.

Somebody was crushing this industry on the yellow pages,

cause they were AAA lawyer

guy

and then that medium went away.

You have no ability to be successful in AR, VR,

blockchain, machine learning, new platforms, all the things

that are coming in the next decade if you are not

at least somewhat capable of understanding what's happening

now, you're gonna miss the whole middle part.

One of the biggest reasons I implore people here

to produce content at scale on these platforms,

is just to get on the treadmill of being a digital native

communicator, because when the next thing comes

and it does really crush what you're doing

you're not even gonna know where to start.

This is why everybody declines,

this is why everybody declines.

I don't want you to decline.

I wanna empathically create energy in this room

that might make three people actually say,

"Fuck it, it's time."

Thank you.

(audience clapping)

(phone ring)

Hey guys sorry to interrupt your video,

I'm just giving you this call from my number

to let you know that you have to join my text community.

212-931-5731,

hit me up with a text.

(audience clapping)

Let's go right here.

How are you sir?

- [Paul] Very good.

- Uh I need you to stand up for your questions please

for the videos.

So keep your hands up we'll get to as many as possible.

I'll go fast.

- [Paul] A very good big fan follow ya.

- Thank you, what's your name?

- Paul Thaus. - Paul.

- Friends of Ryan Alovis, texted you.

- Yes.

- [Paul] Do you have a sense of, you know, percentage

when you're spending like right when you say LinkedIn

is where I see Facebook was, and how much should a brand

be spending on the platforms of today, the Facebook,

LinkedIn, and what percentage should we be testing on?

I mean I just set up a Tik Tok account with nieces

I have no idea, is it 5% and throwing out to these other

things that might happen.

Versus where's the..?

- I, please let me bang on that real quick.

Yes we can get a picture but we'll do that at the end,

but to answer your question, I think of it as three stages.

The majority of people here are spending their dollars

in something that I think has less of an ROI

than Facebook, and LinkedIn, and podcast

advertising right now.

So I would spend 70, and these are arbitrary numbers

intuition, I'm going 70 there, I'm taking my 100

or 80 of the traditional stuff, Google search, direct mail,

I'm taking that to 20 and then I'm doing five or 10%

of weird new stuff just to get myself used to it.

The problem is, 99.999% of this room is not going to do that

because within the first 100 days you'll have a decline

of leads and they'll bail cause they're soft.

(audience laughing)

Hi.

- [Amy] Hi, Amy Refeca.

- Hi Amy.

- [Amy] So fascinatingly we are in a industry that's super

traditional, we're lawyers, doctors, accountant right,

we're one of those three.

But we barely rank above prostitutes in trust

according right, according to all the media the surveys.

- Because a small group that show up on television

historically, look like such douche bags nobody trusts.

(audience laughing)

- [Amy] So my question to you is, on social media

for the long play, how do you build trust?

Like what kind of content? - By not being a douche bag.

(audience laughing)

I mean it.

- [Amy] By being a douche bag that's how

you build the trust?

- By not.

- [Amy] By not.

- By not.

I think, and I'm making a joke and I'm trying to really

like frame up the conversation, we as animals are always

inherently cynical to something that feels fast.

By the way, it's my great issue as a personality

I'm so Jersey fast hyper, that so many people judge me

at first based on my energy not the words out of my mouth.

There's so many people, how many people here, watch this,

how many people here by show of hands, started out

thinking I was full a shit and a douche bag?

(audience laughing)

Right.

So like, thanks, so you know.

So I think it's how things are said, it's the context,

everything is like have you been wronged, I'm gonna hook

you up call this number now, we got this.

And it's just, it's built up.

Whereas instead nobody's educating,

who's putting out the five minute video of like,

"Hey if this happens,

here are three things you need to think of."

and be out.

And be out, not and call me, or if you want more information

on how to really do it then you...

Everyone's so, basically everyone in the industry

treats the customers the way

you know, scummy dudes go to the bar at 11:30 at night,

they're trying to close in that moment.

(audience laughing)

And a little romance goes a long way,

right ladies?

Like just give me five fucking seconds.

(audience laughing) Fuck.

That.

- [Amy] So on social media then you're say just push out

as much educational content as you can.

- You know, and you did raise your hand so,

you consume a little bit of my content?

- [Amy] Yes.

- Great, so you know how I always say watch what I'm doing

not what I'm saying?

- [Amy] Yes.

- I am putting out my best advice everyday,

there are literally agencies that are built 100%

on the back of watching my content in the m...

I get emails from, "Hey Gary, funny story, my company

watches all your stuff in the morning and then that's

what we sell, and we sometimes even steal

your own customers ha ha ha."

(audience laughing)

Two things run through my mind one, fuck

(audience laughing)

but for a second then I go, "And that's why I'm gonna be

the top dog."

The world is abundant.

And there's confusion on that theory.

Too many people here think they're competing directly

against the person next to them, they're confused.

Number two, yes I think you put out all the best content

you can possibly bring to somebody.

There are plenty of people that never need to use you

and waste dollars, if you're the lawyer in this room

that educates the world of how not to use you

and waste dollars, you will be the biggest person

in this room.

(audience clapping)

Doesn't come natural.

It's a little different, but that's how the biggest

things in the world are built.

Of course you gotta play it differently to be much bigger,

you can continue to play in the margins grow 3%, 2%, 9%,

until you don't.

Sir,

how are you?

- [Man In Audience] Very good.

Hey Gary, how you doing?

Big fan.

- Thank you.

Oh I'm, you don't have a mic right?

The gentleman in the back with the mic,

you're gonna need to get a mic brother, sorry.

Go ahead sir.

- [Anthony] Thank you, Anthony Knowles

from Phoenix, Arizona.

- Hey Anthony.

- [Anthony] You said produce content at scale,

can you define what you mean by at scale?

- How much content do you produce now, Anthony?

- [Anthony] Very little.

(audience laughing)

- You mean zero.

(audience laughing)

(laughing) I know you lawyers.

Here's what I would say, couple of things,

I think that Facebook and LinkedIn is a really good place

for you to do original content, I think Facebook groups

is an incredible place for you to join,

be part of the community but don't go in hot.

You're just part of the Arizona group of professionals

and you're bringing value, and like when I started

my career you're part of the community, which I know

has worked for a lot of you that have an av..

The people in here who haven't advertised leveraged

being part of the community and built a word of mouth

kind of business, so I listen, even if you did a thought

of the day.

How long have you been doing your job sir?

- [Anthony] 22 years.

- I think that is, you know one of the things I'm talking

a lot about is, I believe one of the most under conversated

issues in our society right now when it comes to inclusion

and diversity, and acceptance, is ageism.

I am fascinated by the growth of technology creating

a narrative where we completely

have not valued wisdom and experience anymore,

and that if you're like over 50 and your font size

on your text is big you suck.

(audience laughing)

I think that's completely backwards

and I actually think a huge opportunity

is to lean into experience.

I think if you did something called

you know, 22 seconds on my 22 years of experience

on LinkedIn everyday and you just talked about things

you learned or things you thought, you will not believe

how much value for your own business you get

when you bring value into the world.

Even if you talk about how you built your practice

a fellow lawyer in Ohio may subconsciously refer you

an opportunity, like doing good and putting out good stuff

is always the right thing to do.

So I would, for you at this point, just something

that made you do something consistent.

Notice how I framed up an idea that seems kinda easy?

It's like, "Okay that's not."

You know, you see where I'm going?

The other thing you could do is film, literally film

meetings and things of that nature, obviously so much

you could never share with disclosures and things

of that nature, but there might be some internal meetings,

just getting into the habit.

This is no different than being wildly obese

and out of shape, and you have to start working out,

and you gotta start somewhere.

And if the first day you're not running 47 miles

that's probably what the story is.

You know, like for most of my life I didn't work out

and five years ago I got serious, and that first work out

is the most laughable thing to think about of all time.

You know, you gotta start somewhere.

If nothing else, just your opening post, just everybody

leaves here today and makes one post on LinkedIn.

LinkedIn's wild right now, LinkedIn's going through

a Facebook like moment, you could have no followers,

you could post something and 1,000 people will see it,

because there's so much consumption and not enough content.

That is a tremendous, even if you did a hello world post.

Hello LinkedIn, I'm starting this, I'm gonna try,

I went to a morning keynote that inspired me to do this,

I'm gonna start putting out content of things of how

I built my firm, what I've learned, things that I think

people should look out for in my expertise, tips.

So that's what I would say sir.

- [Anthony] Thank you.

- You're welcome.

Hi.

- [Ali] Hey.

Hey.

- [Ali] No we're good, what's up Gary?

I'm Ali Awad, and I get my clients a lot of money.

My question is this.

- Jesus.

(audience laughing)

Go ahead bro.

- [Ali] So, there's a huge age difference here,

some of us are in our 20's and 30's, some of us

are in our 50's and 60's.

Not a lot of us have the benefit of being on billboards,

radio, t.v. ads for so many years.

So we wanna talk about practicality, I know you bring

this up all the time.

I started doing some social media right when I was

in law school, last year was my first full year in business.

I spent about $6,000 in ads and made

a little over three million in revenue.

- Okay.

- [Ali] Realized, you this shit kinda works.

- Right.

- [Ali] Practically, if you're saying you made a specific

number $4,000 and you're putting out mailers or billboards,

practically if someone has $4,000 to spend where

do you think would be the best--

- Facebook.

- [Ali] Facebook ads only and is it--

- Yes. - more important

in the marketing dollars or in the content creation?

- The marketing amplification dollars.

The content creation when you have such limited money,

should be you and a iPhone.

- [Ali] Okay.

- The distribution of dollars, and the reason

I say Facebook, Facebook's first of all, Facebook's

dominance from 50 to 90 year olds is remarkable

and there's a lot of business to be done there.

So Facebook's not cool, I don't give a fuck about cool,

I'm trying to build businesses out here.

So you can also be crazy contextual on Facebook,

you know you're targeting 55 to 60 year old people

in Chicago, you make a reference about the 86 Bears,

you make a reference about Illinois, you make a reference,

you make context in your video.

You know who you're targeting.

Plus it costs nothing, a 100 bucks to get into,

in front of in a feed, a ton of people that

are 55 to 60 in Chicago.

Facebook.

- [Ali] Awesome, thank you.

- You got it.

Yes sir.

- [James] Uh James Dutton.

- Hey James.

- [James] I'm from here in Georgia and in a very rural area.

- Okay.

- [James] There's several attorneys in those various

counties that we practice in, that for 40 years

for 50 years have just been killing it.

They're the brand.

- Makes sense.

- [James] If somebody wants a criminal defense attorney

they go to this guy and that's it.

- I get it. - Even thought that guys

retired and it's his associates now that

are the ones doing it.

How do you in that--

- Run a Facebook ad, to that area.

- [James] Yeah, how do I overcome that level of--

- You make a video and you say, "Hey everybody

in Thomas County, it's me.

Fun fact, you know George Thompson that you all use,

he's been retired for 40 years and you're actually

getting Carol."

(audience laughing)

(audience clapping)

That would be the ad I would run.

And then I would quickly move and be like,

"And by the way, this has nothing to do with George

Thompson and I'm sure Carol is lovely, let me tell

you about me."

And then you'll build.

- [James] Thank you.

- You're welcome.

(audience laughing)

Who's got the mics?

Let's make sure we spread out.

Hey sir,

yup.

- [Howard] Hey Gar.

- How are you?

- [Howard] I'm excellent.

I feel excellent.

- Good.

- [Howard] I'm Howard Spiva, I'm a trial lawyer

from Savannah, Georgia.

- Okay.

- [Howard] I've got 35 Crisp videos, I have had

a charity since 1999.

I'm in all the parades, here's a problem I have.

- Please.

- [Howard] Here's a problem I have.

- Please.

- [Howard] I don't care what anyone says,

- Good.

- [Howard] if you have someone who's catastrophically

injured you're never gonna get full justice

unless you do one of two things, go in the court room

and get it, or be willing to go in the court room

and get it.

- Okay.

- [Howard] Otherwise they laugh, because they paid

you three million at mediation and they woulda paid

you 20 at trial.

- I understand.

- [Howard] Here's my problem, those guys you're talking

about on t.v., in Savannah none of them,

the only one I've ever seen at the court house

was getting sentenced for stealing from his client.

(audience laughing)

They don't get full justice and they sell people

down the river, they take the quick money,

most of the time they take the million that's offered,

or they take the two or they take the three at mediation

and that's it. - Makes sense to me.

- [Howard] Yeah, well here's the problem, I've got 43 years

in martial arts and I'm a warrior.

And I like to go in the court room and change people's

lives and some people are so badly injured you can't do

that unless you go in the court room,

but see they call the guy on the truck or the hammer,

I mean I get calls I get cases, I'm blessed beyond means,

but how do I keep. - That's your fault.

- [Howard] That's right, and so I need you to,

to tell me beyond what you've said--

- I just fucking told you for the last 35 minutes.

(audience laughing)

- [Howard] Beyond what you've said. (laughing)

- What you were just saying was super compelling

and I genuinely believe you much more than,

you know, other content, and you need to put

that on Facebook, and LinkedIn, and Twitter.

- [Howard] All right, well one question.

- Please.

- [Howard] It's nice to go all over the country

and try cases but I don't want 50 states,

I don't even want our 159 counties.

We have unbelievable commercial trucks with timber,

and logging, and the ports in Savannah,

those are the cases that I want.

I want all the catastrophic injuries by trucking.

- So only run your ads in your area,

don't put out a single piece of organic social media

content in your life, only run content against

the target area.

You can run ads only to people in the specific zip code

in the specific age group.

- [Howard] Okay.

- My friends, this is a game of headline reading

versus being a practitioner, the amount of opinions

in this room about what social media is,

or things of that nature, are opinions.

I run ads everyday.

I'm a practitioner.

Like you said sir, you're a practitioner they play

one on t.v.

- [Howard] Right.

- I don't understand why people don't spend 10 hours

on Google, or YouTube consuming information to become

educated on how to make pictures and videos and run ads

on the seven platforms that we all know

our society is living on.

To this young mans point, there was never a time

when a young man with 6,000 bucks could build

that much revenue cause it costs too much money

to do radio, tele...

Guys I built my Daddy's store on radio, television,

and direct mail, it was hard.

This shit's way easier.

You just judge technology cause you're old.

Or because you're ideological, this is not a old

or new thing, there's a lot of 20 years olds that are like,

"I don't like that my friends are on the phone."

I'm like, "Who gives a fuck?"

(audience laughing)

You're trying to sell tee shirts they're on the phone,

go on the phone.

People are making decisions about their marketing

of their business based on their subjective

opinion of society.

Nobody cares about your opinion that the kids

don't go outside,

nobody cares.

You think it's weird that they use Tinder, fuck you.

(audience laughing)

I don't understand what we're doing here.

When did you have the ability to judge society?

Who the fuck are you?

I'm serious.

By the way, I don't think my opinions are right either,

I only, this is why I don't guess, I promise you every word

that you're about to hear has already happened.

I'm not guessing, because I don't want the vulnerability,

this is not opinions.

Sir, run Facebook and LinkedIn, you can run ads

on YouTube that are based on what people search

on Google, if they're searching for attorney in Savannah,

Georgia, but then they go to YouTube to watch

a Georgia Bulldogs you know, highlight,

you could pop up and say, "Are you from Savannah, Georgia?"

And they're gonna be like, "Oh shit, that's weird."

(audience laughing)

But at least they're gonna know who the fuck you are.

Cause you're losing the people who they know

who the fuck they are.

- [Howard] Gotcha.

- Just like that dude back there, just like everything else.

This is very obvious, this is black and white.

I don't know what emotional hurdle you need to get over

to get into this, I don't know if you don't realize

how content you actually are, I don't know if you don't

realize that the words coming out of your mouth

from ambition don't match your action,

cause you don't actually mean it.

I don't know what, but I know it's happening.

And that's what we need to breakthrough here today.

- [Howard] Gary, I've followed you for years,

read your books, I love your energy, thank you.

- Thank you sir.

And my friend, as you can imagine when I hear that

as the parting shot, and I want you to win versus

the alternative, I need you to start doing.

You need to leave this conference right now

and go home, and run $1,000 worth of ads.

(audience clapping)

- [Howard] I'm a Crispx client and I'm there running

on all those.

- Bro, I don't care if you're fucking the Lord Jesus Christ,

(audience laughing)

I need you to go fucking home and run ads.

(audience laughing)

Thank you.

(audience clapping)

(laughing)

I like getting churchy in the south.

(audience laughing)

Yes.

- [Gabriel] Hey Gary, I'm Gabriel Sanchez

from Los Angeles. - Gabriel, pleasure.

- [Gabriel] Big fan,

wake up every morning - Thank you.

- on the treadmill listening to your podcast

awesome. - Thank you brother.

- [Gabriel] A lot of value, thank you.

- Thank you.

- [Gabriel] So personal injury lawyer, Los Angeles,

I have some of the, it's super fierce competition

- Yeah that makes sense. - Sometimes I'm surprised

I even am still here. - Exist, yeah.

- [Gabriel] I got guys spending millions of dollars

a month in advertising, some of the biggest firms

are in Los Angeles. - Makes sense.

- [Gabriel] They're all over the world.

I got like 12 attorneys, personal injury attorneys

just in my building

(audience laughing)

so, most of my business it's all referral based.

- Makes sense.

- [Gabriel] Started off with five clients about four years

ago, we have 190 now.

- Awesome.

- [Gabriel] My question is, a lot these firms,

a lot of the big competitors are, they're starting

to do the video ads, they're starting to get on,

they're already on social media paying Facebook,

Instagram they're doing that.

And...

- That's what pisses me off.

- Yeah and that's.. - Because I've been yelling

about this forever and I wish you did it four years

and I don't know when, you know, like yes that's what,

wait there's only one feed, it's not like there's

a separate feed for personal injury lawyers,

and then one for sneakers, and then one for...

Wait til the biggest companies in the world stop spending

on dumb fucking t.v. commercials and start spending

properly here, the price to get into a Facebook feed

is not gonna be 12 bucks, it's gonna be 450 bucks.

My friends, this hasn't even started.

To answer to the punchline of your question,

you have to be better.

More contextual, more specific, just like early Google.

At first I bought wine, that was good.

But then everybody figured out the game,

then I had to buy cabernet, that was good.

Then everybody figured out the game.

Then I had to buy Caymus Cabernet.

Then everybody figured out the game,

then I had to buy Caymus 2004 Cabernet Sauvignon,

then everybody figured out the game.

Then I had to find some weird Portugal wine and buy that.

You gotta get more specific, you've gotta make a video

in Spanglish, half Spanish half English only targeting

44 to 49 year old women that live in San Diego,

in the outside, you see where I'm going?

And then you gotta make the vid..

You have to pick the target and then make

the video for them.

When I make a video of like, "Hey 60 year olds

don't you hate all these fucking 25 year olds

that are getting all the action on YouTube?"

It explodes, cause I target 60 year olds

and they hate 25 year olds.

(audience laughing)

You understand?

- [Gabriel] That's genius, I love it.

- And what the big firms are gonna do is,

everyone in Los Angeles.

And so they're gonna sell vanilla to everyone

and you need to sell chocolate mint chocolate chip

triple decker, and you need to make it contextual.

Got it?

- [Gabriel] Got it.

- I literally sit in my office make a video

that's a macro point, and then film for like five minutes

saying, hey Detroit, hey Cleveland, hey, contextual.

This is a context battle not a content battle.

- [Gabriel] Thank you.

- You're welcome.

Hey.

- [Brent] What's up, Gary?

Brent Sibley, personal injury lawyer from Miami,

thank you for the selfie outside.

I'm actually already - You got it.

- [Brent] running that selfie on Instagram

as an ad right now.

- I respect it.

I fucking love it. - I shit you not.

I got-- - Just don't make it douchey.

- [Brent] No it's just me and you.

- I'll tell you what, you'll love this,

there's people that like grab me in the street

we take a quick selfie or in the airport, and then I'd

find cause they tagged me and in the caption they're like

long full day meeting with Gary Vee,

strategizing the future.

(audience laughing)

- [Brent] Nope, just put legend is in the house,

that's all I put.

- I appreciate it, and then I jump in the comments,

I'm like, you're a fucking dick.

(audience laughing)

- [Brent] I knew you were gonna call me out

if I put some bullshit in there.

So I'm not about to do that.

- Go ahead.

- [Brent] Anyway here we go, about a year ago

I saw something from you saying how under priced

stories were on Instagram--

- Yes, Instagram stories right, just for everybody

there's the Instagram main feed and the stories,

the ads in there are super under priced still, keep going.

- [Brent] So I pretty much took that to heart,

I was at point in my life, have my first child,

said I need to make an impact so I'm gonna go all in

on the stories.

The stories are linked to my Instagram, my Facebook

are linked, and I have about 1,000 followers

probably 10 people in the room have already come up

to me from this week and said, "I love your stories,

I'm going ham."

But it's a personal thing, I'm all jabs, I'm not barely

asking for anything people love it.

How do I, I'm struggling to push that, grow that,

and get my people to share it when I put some ad budgets

on the stories people get confused cause they're like,

who is this guy just talking about being motivated

or having a child, he's you know what I'm saying.

How am I gonna grow that personal brand?

- It means you're running the ads poorly.

Like think about it, you're going too generic

with the ads so if you're just showing up in a random

persons feed in story ads and you gave them no context

on you, then you become vulnerable cause you're back

to the vanilla business.

Whereas if you targeted, where do you live?

- [Brent] Miami, Aventura.

- Right, if you're like, "Miami, what's up

or you could target Dol, are you

a fucking Dolphin's fan?

- [Brent] No.

(audience laughing)

- Worse?

- [Brent] No, no, no, I've gave up on the NFL

a long time ago.

- Respect.

Do you like anything?

- [Brent] I like Tiger Woods.

He went through a huge battle--

- You gave up on the NFL but not on Tiger Woods?

(audience laughing)

- [Brent] And I've been proven right.

- There's some hypocrisy shit going on in here today.

Anyway, what you need to do is not run vanilla

to vanilla, you need to go a little more specific

with those and you need to create some context,

and you need to say it right away cause you have

a second in the story.

So which, it was fun that this was the transition

notice how I said, I record hey Cleveland,

that hey Cleveland before I go into parenting

or whatever is what keeps somebody in there,

cause they're like, "I'm from Cleveland."

- I got that on a podcast. - And then if I make

a Bone Thugs and Harmony reference,

now we're really tripping.

(audience laughing)

Got it?

You have to bring context.

So that's why and then as for the first part

the right hook, like if you're looking for something

for them to use you or what have you, it's okay to ask.

Like nobody's trying to give more value than me,

but you're wearing my sneakers, this gentleman

is wearing my sneakers, I'm not even wearing my sneakers,

because when I have something to sell I'm happy to ask.

It will not convert as well as the dream sounds,

not enough people buy Empathy Wines for the value

I've given them, not enough people sign up for Wine Text,

not enough people use VaynerMedia, not enough people

use, you know, buy K-Swiss sneakers for all the value

I'm giving which is free and at scale, and the best

in the world, but the bottom line is that's okay.

Give, give, give and then ask, because the net is still

bigger because the casket is so wide.

Is it sometimes sad?

I mean I, bro, you know how weird it is to get emails,

"Hey Gary Vee, nine years ago I was super poor

and now I have 47 million dollars because all I did

was watch your videos and did it."

And then I'll reply only once out of every ten times

because I like learning, "Hey bro, by the way,

did you buy Empathy wines?"

"Oh no, I didn't get to it bro."

Fuck.

(audience laughing)

47 million, couldn't throw a guy a case?

You know,

as long as you understand that give, give, give

too many people when they give, and this is what

is wrong with 90% of the marketing in this room,

when they give they have expectation to get in return.

Which means that they're not giving they're manipulating.

That's what free eBooks are but then you get them.

That's what a free consultation call, fuck you guys.

(audience laughing)

You're not giving me any value,

you mean an opportunity to be sold to the whole time?

Fuck.

You know it and I know it, and most importantly

they know it.

Why don't you actually give a free consultation call

film it, tell the person you're filming it,

"Hey Ron, I'm giving you this free consultation call,

I'm filming it for my Facebook because I feel very

comfortable with what I'm gonna say, is that okay with you?"

"No, it's not okay with me."

"No problem, we won't film."

"Hey Karen, I'm about to give you this free consultation

call, just want you to know I wanna film it and put

it on my Facebook is that okay with you?"

"Yeah, that's fine."

And then actually give the best possible advice

that may lead not even having a transaction

and then put that video on Facebook and LinkedIn

and watch your miraculous lead gen explode.

There's a tactic.

There's more details, there you go.

Hi how are you?

- [Kat] Hi my names Kat Tomeny, I'm from

Baton Rouge, Louisiana.

- Hi Kat.

- [Kat] My husband over here is the trial lawyer.

- I see him.

Good looking dude, good job.

- [Kat] I'm a huge fan.

- Thank you. - I love, I have

a lot of your personality traits.

- Good, you must be amazing.

- [Kat] I am.

(audience laughing)

But the biggest, I just started helping Frank

with his marketing at the office,

because he's been practicing 32 years,

top trial lawyer Louisiana.

My biggest concern is we handle like quadriplegics

catastrophic accidents. - Yes, I understand,

sensitive stuff.

- [Kat] I just don't,

I don't know where to begin with that.

- Well you don't share that.

It's no different than me choosing not to share

my children because I don't wanna put them on blast,

and I'll let them decide if they wanna be known.

Instead of what most people do, which is it's cute,

and they get three extra likes and they don't think.

You're not gonna put out content, what are you gonna ask

for somebody in such a ter...

This is why I love you already.

One I love him because he looks he could beat the shit

out of anybody.

(audience laughing)

Two, I love you because you're asking the right question.

That's so awesome, of course not.

What are you gonna ask somebody to make a video

that's in such a terrible spot for your own personal gain?

Of course you're not.

So you don't.

You don't need to do that, I'm not looking for testimonials

out here, nobody believes them anyway.

Let me save you time,

nobody believes them anyway.

Hi, I see you.

What's that I see it.

Great, for the one minute left?

Yeah, I'm gonna go a little late.

So.

(audience clapping)

I,

they don't believe in testimonials anyway, I'm looking

for him to story tell about certain things he saw

from the mindset of I don't want this video on Facebook,

or LinkedIn, or Twitter, to lead to business.

I want it to lead to reputation and legacy,

which then will happen to lead it to business.

When you go into that mind frame, all of a sudden

he's telling like, you know real stuff.

Like, you know, I still continue to tell everybody,

which is why I do what I do, of trying to get service

providers to tell people how not to use them.

Or to your point sir, over there.

Like really educating them why settlements are so high,

it's no different.

By the way I'm going through this in my business,

my brother and I have a sports representation business,

it's new VaynerSports, you know every kid in Georgia

you have to recruit what a talented state.

None the less, a lot of agents,

oh Atlanta just benefited from this,

Ronald Acuna just signed a long term contract

that was so horrible

for Ronald Acuna but great for the Braves,

because his agent wanted to sign it early

because they didn't wanna lose him before arbitration.

Tell truth.

The truth always wins, you don't need to go into

that content, maybe they want you to go into that content.

Maybe that person who is in a super bad situation

enjoys watching his videos cause when they googled

before they started working with you, they watched

15 of them and he happens to be funny.

And it's interesting, and they were so grateful

at the end of the process they actually tell you,

I'd like to do a video with you, and then you can

if you want.

But don't let it be a testimonial tell the joke

about the fries you ate.

- [Kat] So we just did the video and it came out great.

- Okay.

- [Kat] There's some parts that I'm, you know,

we'll market on Facebook and stuff like that,

and maybe some for our website I think, yeah.

- Okay, but I need you to make content everyday.

- [Kat] Okay.

- Like, I wanna know what he thinks is gonna happen

with the LSU game tonight.

Like this is about building reputation.

Guys, we did this in the cafe's, and at the PTA,

and at the chamber of commerce, and at the stop sign,

at the high school football game,

it's how you build your business.

All I'm asking you to do is what you did in real life,

to do digitally.

You didn't roll up to everybody at, when you first started

your career and said, "Use me."

No, you started networking.

You can network with content.

- [Kat] Thank you.

- You got it.

Sir, or okay we'll go there yup, ma'am.

How are you?

- [Woman In Audience] I'm doing great, Gary.

- Awesome.

- [Woman In Audience] The question I have and I know

you've told us,

build content, brand, reputation as a means of

basically early adaptation, but you know people

and you know what they think about lawyers,

what other kind of things can we do to be early adapters

in this field that you can think of?

- Keep the mic, I wanna make sure I understand

the framework of your question.

When you say early adopters, cause you were going

towards the end of that question around trust,

and then you kind of pivoted a little bit there at the end

with early adopters, so what I wanna understand

is are we talking about the content you can put out

on the places where people currently are

or start building early reputation on things

like Tik Tok or when anything come?

Go ahead.

- [Woman In Audience] Well, I'm thinking like adaptation,

like you did with your wine business, you know

you were out there you did Google before anybody else

did Google, and yes that you're providing value,

providing value but one of the things that's a threat

is that people think lawyers are just out there

to money grub.

Most of the lawyers I know are out there to help people.

Yes we like getting paid for our work,

but that's why we do what we do.

And so-- - I think that's the content

that needs to seed the earth.

- Okay. - That's what so exciting

about this.

The last generation of content to this gentleman's point,

was people that were more marketers than they were lawyers,

I think that you should put out a podcast each week

and talk about helping people.

You could, and I think leveling up your ideas works too.

Like if you started, where do you live ma'am?

- [Woman In Audience] Um Colorado.

- Great, if you started the you know,

you know Colorado helping people podcast,

literally the CHP.

Welcome to the first episode of the CHP,

today I'm interviewing Karen Thompson an incredible doctor

from downtown Denver, and the whole macro of the show

is helping people, as the show brings people value

even a small group of 400 people that listen to it

in Colorado, the likelihood of 12 of those people

using you once they...

You don't even have to say what you do and they'll probably

become your clients.

And notice how I called it the Colorado because I want it

to be narrow so that it's a small listenership,

but it's contextual, and you'll get the benefit.

- [Woman In Audience] Well and that's actually

less my concern is me getting the benefit,

but how we might be able to reach and provide things

to the consumers.

Like again, you know what people want

and I mean, that's what you give 'em.

And you give 'em, but I don't know exactly how to bridge

that gap between you know, hey come in my office,

sit down I'll talk to you about things

and bill you hourly.

What ideas you know, I guess what more my point was,

what can we do to really provide value to the end user?

- Do a Q and A show.

- [Woman In Audience] Okay.

- One of the things I did in 2013 or 14 was I started

the ask Gary Vee show, because I took questions

and if you have a LinkedIn, or a Facebook, or a Twitter,

you can post, anybody have a legal question of me,

you take four of them and you do a Q and A show

and you answer it, and now you're providing value.

- [Woman In Audience] Yeah, excellent.

Thank you. - Q and A's a great way

to start.

- [Woman In Audience] Thanks Gary.

- You got it.

Sir.

- [William] Hey Gary.

- How are you?

- [William] My name's William, I'm with my wife

at CrashATO.com.

I got a good question.

You're big in the black community online,

how are you able to translate the different cultures

and you know,

and actually win.

- (chuckles) Because most people try to go

into cultures and take.

- [William] But a lot of my counter part here,

do take but I'm saying how can I take as a minority

in this game, you know?

- Well I mean look, whether it's African Americans,

you know I grew up in the Soviet former, like a lot

of community likes to work with that community, right?

So you already have a leg up.

It's just that you have to note whether you look like you,

or me, or that lovely lady that just asked a question

at the macro it's value.

- [William] Okay.

- The reason athletes and hip hop artists like me

is when I DM Gunna when he has 800 followers on Instagram,

and I speak to him about navigating how to build up

his profile,

he remembers that.

I'm not hitting up Gunna today, I'm not hitting up

Dababy today, I'm hitting them up when they're on

the come up and trying to give them game that allows them

to navigate business.

That's why it works, and even better,

I asked them for nothing, because I know reputation matters.

You know, the reason we're gonna break the whole

sports agency game and do the whole Jerry Maguire

on everybody's face is, cause we're gonna bring more value

to the kids, it's not super complicated.

So the way you breakthrough is A, if for example

you wanna go after the African American community

you know you already got a leg up, they're gonna trust you

more on the get and all you have to do

is provide them value.

You don't take advantage of that you lean into bringing

more value, it's empathy.

- [William] Appreciate it.

- Sir.

- [Man in Audience 2] Hey thanks so much

for all your comments, love 'em.

So you know with my firm we've started doing Facebook,

and LinkedIn, I wanted to know if there's any other

platforms you'd recommend to start you know shuffling

a little bit of the ads to.

- How much money and content a day do you spend on Facebook

and LinkedIn?

- [Man In Audience 2] We spend about two grand a month.

- Right, Facebook and LinkedIn.

- [Man In Audience 2] Okay, and there's no other platforms

like Instagram stories.

- Facebook,

LinkedIn. - Okay.

(audience laughing)

One final question.

- And here's why I like Instagram stories, I do think

they're grossly under priced, but I love Facebook

and LinkedIn cause it's very, very, very much going

to be a place where a lot of people here do business.

There's business to be done and if you've been listening

and you go narrow, and you go demographic, psychographic.

Sir, it's contextual, even the words I was using with you

are more, like it's not acting different

it's just relevance.

People have different slang terms, I can't go

to the upper east side and talk to an 84 year old woman

and use the word slat, she's not gonna know what

the fuck I'm saying.

So you have to be contextual, right, slang matters.

That's not disrespectful that's being a chameleon

and being empathetic, if you actually mean it.

So, you know the thing that I want you to do

is really be contextual on those two platforms

cause they're grossly under priced with their targeted ads.

LinkedIn is under priced on organic.

Now if you post organic you might get somebody

from Saint Louis, I don't know how your industry works,

I assume maybe I'm wrong, that referral business

is a potential so if you have somebody super interested

in you but you're here and you don't wanna litigate

or can't in Saint Louis.

Thank you for confirming I assumed, I mean I'd probably be,

I can walk into your business tomorrow and in three years

make more revenue than everybody here just on referrals.

Don't make me do that.

(audience laughing)

It would hurt your fucking feelings.

(audience laughing)

It's what I did in the ad world, I was the liquor store

guy coming to Madison Avenue billion dollar companies,

they took shits on me until they didn't.

It's all the same fucking game.

That's why I'm walking into sports, I could walk

into anything.

Whoever provides the most value always wins,

it just takes a few minutes.

People aren't patient.

They can't wait to get that first check to buy

that dumb shit to impress people that they don't

even give a fuck about.

- [Man In Audience 2] One--

(audience clapping)

- That's what's really happening out here.

- [Man In Audience 2] Final question, what do I have to do

to get a selfie with you?

My wife said don't come home--

- Run up here right now sir.

- [Man In Audience 2] Awesome.

(audience clapping)

- Oh you're actually running, shit.

(audience laughing)

You took that very literally.

- My wife said don't come home without a selfie.

Awesome.

- Real pleasure. - Thank you.

- Take care.

(audience clapping)

- [Russel] Hey Gary, my names Russel.

- How are you? - Doing good how are you?

- Good.

- [Russel] I've been practicing law 16 weeks and--

(laughing)

(audience clapping)

- You know what's funny?

You delivered that so great, you even got me,

and I'm looking it's a little dark,

and I'm like you know how you're brain can work fast,

I'm like this man's about to say 16 years,

did he start when he was four?

(audience laughing)

Go ahead.

- [Russel] Well and my background was in video marketing

before I went to law school, so I know this shit works

but now I work for my Father and his partner

who are the 70 year old guys who are gonna retire

in six years and, - Okay.

- They just wanna preserve the business.

And one of the partners complains about spending 400 bucks

a month on his legal library for online research

instead of books.

So how do I convince them in the value of this stuff

that I know is gonna work?

Cause I'm, I'm gonna be running the business one day.

- One of two ways.

A, you deploy empathy and wait your fucking turn

cause they built a huge business.

(audience clapping)

Or you do B, which is what I did, which is put heavy

pressure on the system on a daily barrage of words

until they succumb to your annoyance.

(audience laughing)

(audience clapping)

You know what's really interesting about,

and I know I got a wrap up I'll try to bang one

or two more out, but what was really interesting about

the answer to that gentleman's question if you heard both

of my versions, it's probably the best way I can sum up

how I think about the world.

This is about practicality.

The answer I just gave that young man is actually practical,

in a family business dynamic when somebody new comes in,

who absolutely often is much more right about

the contemporary way to do something, often there's too much

audacity and lack of patience, and it's like whatever.

And we don't take into account that these two gentlemen,

the father and the partner, had worked 45 years to build

this thing that we get to walk into.

And we just need to deploy patience.

I wanna remind everybody of my story cause it means

a lot to me.

I walked into my Dad's business, I built the business

from three to 60 million dollars, I worked seven days

a week for 15 hours a day, and at 34 years old

I left that business owning nothing.

And I never paid myself anywhere close to the proper

amount cause we poured all the money back into the business.

I was an executive that built something from three

to 60 million and never made over $120,000 a year,

because that's old school family stuff.

And at 34 I had no net worth, cause I didn't own

the business, cause if you're part of an immigrant

or family business you know how it works.

You don't get it until they fucking die.

(audience laughing)

So I then started my next business, VaynerMedia,

out of the conference room of another company

cause I didn't have money for rent.

And that's why it's easy for me to tell people

to be patient.

That's why I believe in this.

That's why I believe doing the right thing

is always the right thing.

Yes sir.

- [Edward] Edward Lake from Long Island in Florida.

Two questions for ya, first.

- First of all your voice alone

(audience laughing)

- [Edward] Good or bad?

- Great. - Okay.

- Brother, I can monetize that thing for at least

10 million.

- [Edward] Okay we could talk, we could talk, we could talk.

(audience laughing) - Go ahead.

- [Edward] I could do some voice overs.

- Let's go.

- [Edward] How do you handle

when somebody wants-- - By the way, by the way,

I apologize.

This matters.

I wanna talk about real life.

I have a funny feeling that not every person in this rooms

dream and happiness forever is being a lawyer.

Let's talk about this.

Sir, I believe if you made videos the way I'm talking about

that it is a not a ridiculous thing to believe,

that somebody would reach out to you cold

saying, "Hey."

What's your name again sir?

- [Edward] Ed.

- Ed, "Hey Ed," it's perfect, "Hey Ed,

(audience laughing)

you know I happened to catch your,

you know your video about this legal issue,

have you ever considered voice over?"

And then miraculously, this is real, this is real,

this is how the world is actually working.

I know you didn't grow up with something called

the internet that opened up every gate

and there's no gate keepers anymore.

And was gonna completely eliminate the value

of all the gate keepers.

College, resumes, and all sorts of other shit,

but now we're living in it.

And so anyway,

I just wanted. - And so now I get

to ask my question?

- Go ahead.

(audience laughing)

See even your person, I fucking love you, Ed.

(audience laughing)

- [Edward] Here's my question,

everybody wants to do business with you personally,

when they hire your media company they want you.

- You're wrong, Ed.

Ed, you're wrong. - And that's what

I'm asking you is--

- Well I'm giving you the fucking answer.

- How do you-- - By telling them up front

you don't fucking get me.

- [Edward] So, you're branding yourself, but

they're not getting you.

- Because my organization follows my fucking religion.

- [Edward] But when you're a trial lawyer.

- Ed.

- [Edward] Wait a minute this is important.

When you're a trial lawyer your reputation,

a lot of it is based-- - So charge more, Ed.

- [Edward] No, no it's based on your prior--

- I understand where you're going brother,

yes I sure do. - No you don't.

They want you.

- [Edward] Correct, now I'm gonna give 'em to

an associate and they're gonna go but I wanted you.

- Ed, there's only two fucking things

when you sell yourself.

You either tell them they don't get you up front

but Susan and Ricky are your fucking cronies

and this is how we do it,

or you say you want me, pay me fucking five times more.

There's people paying me $100,000 an hour

to consult. - And that's my question.

So, but wait a minute. - Charge more, Ed.

- [Edward] But wait a minute, so what you're saying to me

is you personally is worth more than the people

who work for you, so then when you're handing them off

to the people who work for you, you're saying

they're not as good as me because I'm not charging as much.

- That's exactly what I'm saying, Ed, but what I'm saying

to them is my people are better than the alt..

Ed, you just have to be better than the fucking alternative.

- [Edward] Show me that, why are your people better

than somebody who's now branding themself who has

time for me personally?

That's really my issue.

How do you take a law firm - Because I'm..

- With 30 lawyers - I'll tell you

- And market yourself - I'm in the same business

as you brother.

I'm literally in the same business as you,

I'll tell you why.

Because I'm a better fucking operator.

- [Edward] Okay.

- Cause I educate my people, because I have process.

- [Edward] But you have to be,

you have to show, you have to get people to believe

that's the truth rather than oh I'm branding

and then I'm just gonna turn it off cause I really

don't wanna do the work. - Yes Ed,

that is how life works.

Yes I have to get them to believe it, but here's

what I do.

If I sense they don't, and many don't, Ed.

- [Edward] Okay.

- I don't try to convince them.

I go to the next guy or gal.

- [Edward] Fair enough, okay.

(audience clapping)

The second part of this, how do you handle

the negative reviews which you seem to get a lot,

I read you all, you know I'm on..

And we get, part of the reason, okay let me back up,

- Please. - We do a lot,

a lot of Facebook advertising.

- Yes sir.

- [Edward] Five, six figures a month

sometimes. - Love you.

- [Edward] And when you put a Facebook ad, a legal ad,

Round Up everybody's probably seen it,

you get 90% of negative reviews and I'm concerned about

that hurting the reputation

of your law firm - Can I ask you a question?

- Already exists, - That's a great,

as you should - And how do you handle

those negative reviews.

- I reply to them as often as I can.

Keep it with Ed a little bit here cause I'm wrapping up

and just in case, cause Ed's asking great questions

and we might bring some value here.

Number one, how long have you been running

five or six figures on Facebook?

- [Edward] A couple years probably, a year.

- So my intuition is actions over words are important,

so I have a funny feeling, Ed, cause I can you feel you.

Cause I see your no shlmeal, I have a funny feeling

you continue to believe that that's a good thing

for your business.

- [Edward] I do.

- Here's why, here's why it's working.

Attention as I started this talk with,

is the number one asset in society.

As much as people don't believe lawyers,

people actually don't believe other people's reviews

as much as we think they do.

- [Edward] Okay fair enough they have--

- And that's why it's working for you right,

you've been doing it for a couple years--

- [Edward] I don't know when you see it's the amount,

I don't understand it, because if I look at the comments,

90% are negative, yet I'll get leads all day long.

So I can't really understand--

- I gave you the answer.

Because people don't believe other peoples reviews

as much as you think they do.

And because it's your baby, just like when people

say things about my company, it hurts more.

It's funny to say some other kids ugly,

but when they say that about your kid

you wanna fucking kill.

- [Edward] Right.

- So you're taking it in that way which makes sense,

but the other people don't which is why you're getting leads

all day, that's the actual insight.

It's no different than my favorite thing that's happening

in society now, everybody's all about, and they're

hashtagging on social media, about me too and black lives

matter, and the bottom line is, 99% of people

fucking talk and they act different.

(audience clapping)

I'm glad that everybody's a social media warrior,

I love all the keyboard warriors and then people go

and fucking do totally different actions,

and because we know that about ourselves

that's why we don't believe in reviews as much as you think.

Thanks, Ed.

- [Edward] Sure.

- And thank you Atlanta.

(audience clapping)

Thank you guys.

Everybody's hands go up

Thank you.

Go up, go up

Thank you so much.

The Description of How to Get Your Business the Most Attention Possible in 2020 | Game Changers Summit Keynote 2019