Quality vs. Quantity: Creating a Content Strategy in 2019 | Melbourne Australia, 2018 Keynote



let me break it down very simple for you the world plays in the middle and all the action is in the edges you got your perspective don't you want to be happy number what is up what is up fuck I've been flying for two days but I'm here and I'm excited to be here thank you for having me thanks for the warm welcome there's a lot of places I want to go with today's talk and so let's just get right into it I think for me what I really want to accomplish in this talk today is set up a framework of strategy of how much abundance and opportunity there is right now and why and then number to really get into the tactics that I think a lot of people here can take and take whatever they're trying to achieve to the next place I think the thing that as I you know I was getting ready for this trip and I was really looking at a lot of the things on Facebook and Instagram and Twitter and other things that nature that have become such an important part of the way I think about the world but more importantly before we go into that what I was doing over the last month as this kind of conference was coming together was I'm are you really wearing a Patriots fucking shirt Jesus just completely took my energy to a different place punch that dude in the face as I was getting ready for this talk it what I was really looking at were people that were making references to it and then kind of going down the rabbit hole especially on the flight out here after I caught up with all my work and still had 20 hours of flying as people were referencing this conference I was able to kind of go into their accounts and take a look at what they were doing how they were doing it and what's become really remarkably interesting to me over the last you know half decade and especially over the last couple years is how many people hear me understand or consume a lot of the content but are unable because of patience I guess or many other reasons how many people's actions don't map I mean literally the amount of people that I'll post something about something they'll jump in and be like yeah guarantee you're right and then I click their calendar literally doing the complete opposite in that hypocrisy in that misunderstanding in that white space is really the thing that matters to me I think the first thing that everybody needs to really wrap their head around and understand about this era is how much attention is really being put here and how much if you're not winning on this device how much vulnerability you have number two really understanding that we talked a lot about content but nobody here including me with a humongous team and this is super important this is really what I wanted to start this talk with because I think it will help people me with a team of 20 putting out between 80 and a hundred pieces of original content a day and grossly under performing in the amount of content I put out every day like to really set the tone for everybody the volume the sheer volume of content needed for every individual or business in this room to be successful in a 20-19 environment is staggering and nobody's really making the financial or mental or emotional investment into that level of content the amount of people that are super fine with putting out 1 or 2 piece or three pieces a day on one platform are just leaving an enormous amount of opportunity on the table and so for me if there's anything that I can get through today and there'll be plenty of things I'll try to get through but the sheer amount of content needed to take full advantage of this land grab is staggering and so that comes in a lot of forms for me the reason I'm so obsessed with people focusing on video is because the reality is is that video creates a scenario that allows you to do images and written word and audio on the back of filming for me the reason I do a vlog daily is because we're able to use that as a top of the funnel piece of content and then I'm able to produce a podcast I'm able to produce the quote pictures you see on Instagram the written articles on my dot-com and LinkedIn it is the top of the funnel that creates everything else instead of bottom up it's unbelievably important if you're fortunate enough to be here and you feel okay to be in front of the camera you need to lean in you need to absolutely and then I think there's a lot of people and by the way I'm a big believer that you have to bet on your strengths and be self-aware I think there's a lot of people here who wish they were something and the reality is forcing that is their vulnerability if you're not comfortable being in front of the camera for whatever millions of reasons or whatever insecurity that's super fine and you should lean into audio on your phone or if you're a great writer you need to figure out how you communicate but let let there be no confusion here today if you are not producing content for the Internet you are basically non-existent in our society if you have you know regardless of how good your b2b business is doing or how great your real-estate firm is or financial service like Sears was winning – at one point like regardless of how well you're doing you were vulnerable right this minute because all of the attention on a daily basis continues to funnel here and whatever excuse you come up with which is my audience is not on there or my industry isn't affected all those things become your great vulnerability I recently just a couple weeks ago completely changed the strategic and create a foundation of where vaynermedia my company's going and a lot of people in my inner circle pushed against it because they're like we're doing well and I reminded them I like look I'm desperate to put us out of business before somebody else does it for us how many people here are having their best financial year personally or in their business raise your hands let's clap it up for them one more time raise them high no reason to be embarrassed about that keep it up to me the people with their hands up in that scenario are the ones that I'm most worried about because when it's going well is often times when people become complacent or they don't think the thing matters for them and so for me those are the things that really really stand out I think the other thing to really pay attention to is attention itself for me attention has been the thing I've bless you that I've chased my whole career you know when I was selling lemonade I would look at polls and did you just get naked bro shit's getting crazy here in Melbourne this rose fucked up the Patriot fandom naked dude I hope they paid extra just like over dudes like fucking naked attention has been something that I've been chasing my whole career selling lemonade against you know really was interesting to me it took me about four or five years ago when I finally realized that it wasn't I wasn't setting up the tables or making the lemonade I was really spending all my time looking at the cars and trying to figure out where to put the posters and the signs to get people's attention I did that in baseball cards and I did it in wine and I've done it pretty much my entire career and I think the thing that a lot of people need to focus on is where is the attention so for example 24 months ago I would not stand up here and push LinkedIn very heavily you know the platform was pretty much for anybody that understands LinkedIn has been around it it was really something where people put up their you know resumes it was something that people really spammed each other on right LinkedIn became a shitty place for all of us because all it was was people emailing in bulk with no context and then about three years ago four years ago they made it more of a Content play and you started seeing a little bit more and they had some influence on it and I was on and it was fine but over the last 18 to 24 months it's been remarkable how much opportunity there is on LinkedIn and if you're in this audience and you're doing b2b marketing and you do not have a LinkedIn content strategy you're making a humungous mistake because when you layer on top of it ads that allow you to target the titles of the occupations that you're trying to reach how many people here are in b2b raise your hands I mean to the enormous percentage of this audience and I continue to watch b2b companies not create original content for LinkedIn and when they do they're much more in a commercial or you know sales oriented way not in a branding and create content way I always tell people if you make content on the Internet as if you're the TV show not the commercials in between the TV show you will get disproportionate return on your investment the problem is is most people are looking for instant gratification and return on their investment the amount of people here who've run a thousand dollars in adds on something it didn't work and they deemed it as it doesn't work is staggering to me I have spent millions of dollars on Facebook and Twitter and Instagram and Google that haven't worked I've also spent millions of dollars on those platforms that have worked the execution of the creative is the variable in that environment just because you ran a thousand dollars or ten thousand dollars in facebook ads and it didn't work it might be the picture or video that you put in front of people sucked and didn't compel them to buy anything the attentions under price there is no doubt the attentions massively underpriced I built my family's wine business on underpriced attention on email and Google AdWords those were the early 2000s I know what it looks like it's exactly what's happening right now with Facebook and Instagram and influencers they're just under priced pre-roll podcast under priced there is no debate that the attention is underpriced there's a reason that wish the shopping app does six billion dollars in revenue on the back of 98% Facebook ads it's under priced but are you capable to create contextual creative at scale that's the question can you produce ninety seven pieces of content for ninety seven different demographics and psychographics and then run ads against them to compel them to buy your things if I'm selling sneakers which I do there's gonna be a fundamental difference of the video or picture I'm gonna put it in front of somebody who's eighteen white male in New York City versus a forty seven-year-old Latino woman with two kids in Texas the problem is when auditing the 30 accounts that I looked at here and the hundreds of thousands I do a year 99% of people make 1 to 5 pieces of content and run their ads and expect something to happen it is fundamentally not contextual to the audience that they're trying to reach very simply put everybody everybody's running creative ads media marketing right now as if it was 1997 and the only options you had was the newspaper the billboard the radio and the television meanwhile we have Facebook and Instagram and influencers that allow us to go way more longtail the problem is people have been put in the time and effort to create the content that's contextual to the psychographics and demographics so and I'm going very fuckin nerdy because I'm fuckin fired up right now on this I think that every person in here regardless of what they're trying to do whether they're trying to run for mayor raise money for a charity or sell their services needs to have at least 13 to 30 core audiences that they produce content for every time so literally every time you have something new going on you have to create 30 variations where the copy I mean you could target people who are divorced you can target people have two to two kids you can target fuckers who like the Patriots you can do so much you can do so much with this medium yet people are mailing it in meanwhile they're also having ludicrous there are ludicrous conversations going on like people having ego around how well they do organically on these platforms when the ads are massively underpriced do you know how many people email me crying that Facebook's organic reach declined three years ago as if Facebook screwed them while Facebook is literally free to use do you know many people here are starting to get concerned that they're not getting as many likes and views on their Instagram account because they can feel something's happening yet it's free I really need to like drill this home people are mad at the algorithm on Instagram they run ads everywhere else they buy a booth at a conference they run print Direct Mail costs money you start an Instagram account if you don't run ads you can organically build an audience and you post now you're mad that you're not reaching as many people and you've got this big conspiracy anger at the algorithm yet you haven't paid a fucking dime for the platform like I drank that beer quick it's a very intriguing thing for me that people have emotional opinions about something they haven't paid for and so here's the game and it will always be the game things come along there underpriced real estate stocks attention when they're under priced you need to strike and squeeze as much as you can out of them I will come back to Melbourne in six years and spend my entire talk trying to get people to stop running ads on Facebook and Instagram that will happen it's always happened to me it's the same old game you take advantage when it's under priced and you squeeze it as long as you can you ride it all the way through and eventually the long tail catches up and it becomes overpriced because big companies come in and it becomes overpriced because of the bidding and normal people stop paying attention as much everybody here who's been on Facebook for five plus years pays attention to every piece of content on Facebook a little less than they did five years ago or maybe a lot less that is just the natural cadence of what we do how many people here had email in the late 90s raise your hands old fuckers so all the people that just raised their hands what they can tell everybody here under 30 is what we used to do with email in the 90s which was we read every single email wine library's email service in nine 99 was almost 90 percent open rates how many people here have done email marketing in their career raise your hands 90 percent open rates it's ridiculous it's like 32 now and I think we feel like we're heroes so that will happen with these platforms so look before I get into the mindset and the strategy and some of the social things I'm seeing going on I'll go back into the details but the details are very simple and I said it when I was here last year and I'm gonna say it again if you are not a practitioner yet of making content and running ads on Facebook and Instagram you will massively regret it and the reason that you've seen me saying in every video I am putting it down on film to recall it in a decade I will never stop saying it I don't care how much you're tired of hearing it and hoping for something new I'm not gonna make up something that isn't true they are grossly underpriced the one little add-on that I've been saying a lot more over the last month or so than in the past is how much content you need to produce and the reason one of the breakthrough videos I've ever made called document don't create worked is it's hard to create a new video that's creative that's hard but if you actually film your day to day your meetings your mundane there's absolute action in that and so I'd highly recommend really understanding what that means let's take a step back and let's talk about something I've been spending a lot of time on which is in a world where I'm asking you to create so much content the fact that so many of you do not create content because you're so bent out of shape by the feedback in the comments section this has become a remarkable fascination of mine that people literally aren't living their lives to their happiness or fullest because Sally Pants 36 said that you're ugly or fat people absolutely crippled by the judgment of others without really understanding what it is let me say it here right now so there's no confusion if a human being takes the time out of their day to consume your piece of content consume it and then spend time to leave a negative comment to you after consuming your content think about how shitty that person's life is somebody literally has the time to consume your content and try to drag you down my friends misery loves company is one of the most interesting sayings that has been in culture for a long time it most manifests in a very poor way when I watch parents drag their kids into shit cuz they're upset but it's one thing and I have empathy a lot of it when it's your mom and dad dragging you through shit cuz that's deep but when an anonymous person with a fucking icon of a rugby player is dragging you through shit you have to get into a place where that does not bother you it makes zero sense I mean literally and I get shit on all the time you get that many comments you get shit on when I see it it's the only I mean I don't feel bad for me I genuinely feel bad for them I'm fascinated I've never in my life taking the time consume somebody's content and then shit on them it makes absolutely no sense so please if you're one of these individuals and there are a lot of you in this audience that are not producing content because you're worried about the judge you know many people email me Gary but I have to put on makeup why because your grandma told you when you were seven but Gary the lighting why you don't like the bags under your eyes good news everybody has bags under eyes like there is an enormous amount of insecurity in the system that is stopping people from creating the things they want and it needs to be talked about in a much bigger way the judgment of others is a fascinating thing how many people by show of hands work in a job and are desperate for their side hustle to become their career just raise your hands raise them hi can you stand up I need to see this cuz I gotta get a sense stand up if this is your mo your side hustle you're desperate for that to become your career good amount okay thank you for doing that so I'll go into this so this has become a new thing that I've been spending a ton of time on something I've realized that really kind of caught me off guard is how many people spend more money on shit than they can afford and I know that's like a funny thing to say but it's actually very basic I'm actually talking about the amount of people that have emailed me in the last six months because I've been on this rant lately of trying to get people to move back in with their parents at 30 and 40 yeah I'm hot on this it's because there's this incredible thing how many people here own their home raise your hands the people that just raised their hands 90% of people that own their homes don't use more than 50% of their home they have three extra bedrooms that they don't need they have a living and dining room and a fucking den and all sorts of shit the amount of people who live in homes that they've extended themselves financially to afford that don't use half of that home is fascinating the amount of people who are in debt so they can drive a car that has a logo on it that makes them feel better because that's keeping up with the Joneses or other people's judgment is fascinating to me what I didn't realize was the fact that thirty fucking five percent of this audience wants their side hustle to be their careers but the reason they can't is because they can't quit their job because they need their job to pay for dumb shit to impress people they fucking hate and so especially while the economy globally is frothy I am aggressively throwing up for debate to the third of this audience that is trying to get their side hustle to be their job for them to give a real thought to what it would look like if they were to downsize their home and their car and their vacations and their watch to put themselves in a position to be happy I think over the next decade as we continue to start really discovering as a human race mental health and happiness that we are on the pre Dawn's of people changing what success looks like when I really look at the world and I've I grew up super humbly I've spent my ten years ago career in the in the explosion of Silicon Valley I've really been lucky to see all sorts of different things going on it is super cliche but absolutely true that the money Happiness thing is just a funny thing people that don't have it think it does bring happiness people that have it no it's not true and when you really look at suicide data and things depression data it's fascinating who struggles with it I really do believe as we become dramatically more thoughtful about happiness versus money that a lot of people are gonna start really looking at the things they amass and how much that is a choker to their happiness and so what really excites me right now is how frothy the economy is globally and I know so many of you can take advantage of selling high positioning yourself to be happy I think it's a very rogue point of view it's completely against the propaganda that you see in your Instagram and Facebook feed 24/7 everybody's pushing all sorts of fancy stuff and fancy trips and fancy things I genuinely believe that the majority of people here can dramatically matically put themselves in a happier place if they honestly consider downsizing things that they don't use so just a random thought that I'm super passionate about let me talk to you guys about influencer marketing for me I talked to earlier about underpriced attention and overpriced attention the way you get those things is when the market doesn't understand itself when people don't understand how underpriced Facebook is they don't put money into it thus the prices stay down the most inefficient and misunderstood market place in my opinion is influencer marketing humans don't know how to price themselves there are pretty people that have 400,000 followers on Instagram that won $30,000 a post and there are other people with 5,000 followers who want 40 bucks there are 400,000 person follower people that want a hundred bucks there are people with 500 followers that want $5,000 the inefficiency in influencer marketing is staggering how many people here by show of hands and you guys have been pretty bullshitty with your hands I don't know what's scaring you but go high how many people here sell an actual product physical raise your hands a lot every single person one more time hands in the air all of you all of you that have your hands in the air should have a significant influence err thank you influencer marketing strategy literally DMing people on Instagram and asking them how much they would charge you to take a picture holding your physical product and tagging your page it is massively inefficient which is I love when people like Gary how do you scale it by DMing more people fuckface the it's just there's no machine or algorithm just get nice and cozy and DM people and ask them one by one if they are willing to do it I often find that the biggest upsides often is scaling things that are not scalable scaling things that are not scalable comes from sheer effort and time and so if one more time I just want to get the physical selling a product physically if if I was your partner buddy with the hat selling physical I would spend thirty to fifty percent of my overall marketing budget on influencer marketing it's so inefficient and if you're lucky enough that your product you sell directly on your Shopify or Amazon like you can see it you don't even have to guess you literally run either codes or just isolated time slots for certain influencers and you can see what the return on the investment is there's been many influencers that we bought that we weren't sure and then we bought 50 times over because their audience was converting because they had an authentic audience I couldn't be more passionate about it and it is wildly under priced in this market down here it's under priced everywhere but we've even debated opening of vaynermedia office in Australia just on the back just on the back of really influencer marketing because it's so underserved in the marketplace and I highly recommend you take a deep look at it another thing that is unbelievably under priced in this market and globally is keyword and AD word Google searches and then retargeted on YouTube pre-roll video so imagine a scenario where people search on Google for curtains were a financial advisor and how many people here have done Google advertising further in their careers raise your hands perfect so a lot of you know it was an incredibly powerful platform because it was intent-based if they were searching for it that means they were interested in it and it would convert and a lot of you did extremely well with it because it converted highly much easier to be good at Google at first than Facebook at first Facebook is branding Google is selling very different game selling is a hell of a lot easier in the short term which is why people like it branding and marketing takes time which is why people bail on it the problem is Nike and Adidas and coca-cola that's branding our bullshit businesses is selling you understand but there is a combination of selling and branding that is super powerful and it plays out on Facebook but it also plays out on YouTube YouTube for everybody that doesn't know is the second biggest search engine in the world for people like me that can't read for shit when you want to go on YouTube and hear it or watch it visually you understand it it's incredibly powerful but besides that what's unbelievable is there is a way for you to actually target people that search on Google for something they so let's use my old world they search for Margaret River Cabernet on Google to buy 3 days later they go on YouTube to watch a video of how to hang a picture on their wall and the pre-roll YouTube video goes hey are you in the market for Margaret River Cabernet and then you're like holy fuck they're spying on me cuz you fuckers forget that you searched for it three days ago on google for me when I thought about this talk and coming here today I said to myself look there's three or four things that are just black-and-white tactics that if I get people to actually do they will feel benefits it's funny how I think about marketing no different than Fitness people are always always far more interested in finding some rare fucking fruit deep in the Amazon that they can eat that makes them lose fat then actually fucking working out an eating healthy dick like you're far more excited to buy some fucking pill that was found in Saturn brought back then you are to do the very basics it's super stunning eat healthy and workout every day it's super basic but nobody wants to actually put in the work I've literally spent the last 30 minutes giving you 3 to 4 basic things that are real as fuck 99% of you even though all of you wrote little notes are not gonna do shit about it you're gonna write it down you say yeah this is you know what I've heard him say to bunch this is the time I'm definitely gonna go back and do that and the next Thursday happens and something good or bad happens in your business and you completely put this talk on the shelf let me be very clear with you in October of 2018 in Australia if you run Facebook and Instagram ads against 30 to 50 different pictures and videos against whatever you're trying to accomplish in your business it will work let me make it perfectly clear for you in October 2018 if you spend five hours a day going to direct messaging influencers that could possibly sell your product and getting a third of them 8% of them to agree to post a picture holding up your product and tagging your product it will work let me make it perfectly clear for you in October of 2018 if you run pre-roll YouTube video against search query on Google of whatever you're trying to do in this room it will work now I just need to ask you why you're not doing it because if you've come to this conference to see me speak you've heard this shit 40 fucking thousand times I can't wrap my head around it I can because I watched it every day it's human behavior I see it but the reason I get passionate to keep doing this is I've learned sometimes it just takes that 19 time and you actually sitting in the audience to do it bless you what really really shocks me though and what really excites me as being in the like this is my schpeel in America the most advanced competitive market for all of my concepts the fact that everything I just told you is disproportionately even more exciting here the reason we opened up a London office for Vayner the reason we're opening up Singapore next February the reason I keep going global is it's like going into a fucking time machine like it's working better here it's cheaper here because the bigger companies here are even slower than the big companies in America so the big money's not in you need to take advantage of this you are going to regret it you're gonna regret it and let me tell you this this is a good Segway an incredible random fucking thing that I can tell you to do is to go volunteer at a retirement home one day this year a very random thing that can fundamentally change your life business-wise let me just not even go human in your business is go and volunteer in a retirement home once for five hours let me give you the preview for the 99.9% of you that won't do that you will see human beings with regret in their eye and I promise you for whatever scary shit you've seen abuse murder scariest shit you've ever seen there's nothing scarier than to stare a human being in the face who understands she or he fucked up and there's no going back regret there's macro and micro regret macro regrets of who you married what you didn't do did it it uh and there's micro regrets and in the context of this talk the micro gret in a business world is you're sitting on a golden goose it will take you five to seven hours to Google it to figure out how to run a Facebook ad and please Melbourne please do me a huge favor do not hire your 22 year old niece and think she's gonna know how to do it just because she grew up with this shit and you didn't I love with you Gary but you know I didn't grow up with this shit neither did I dick I'm 42 I didn't grow up with this now let me tell you something else you didn't grow up driving and you figured that out this is something you have to learn you want to have a business you want your side hustle like I love when people like do people understand how hard it is to live your life for yourself on your terms and make money have we had the right conversations yet about this to live as your own boss and make enough money to have a good life as a that's a 1% thing in our society and everybody has this level of entitlement and especially now trust me I'm feeling it I'm the beneficiary of it but now that we've made entrepreneurs cool the whole thing's totally fucked everybody thinks entrepreneurship so easy this shit is super hard it's super hard to be good enough to make that kind of money because even though the Internet's here and everybody in this room has the chance to do it the problem is the Internet's here and everybody here has a chance to do it and supply-and-demand takes over I love people who are like Gary but my content it's not doing well but it's because people don't get it I'm too ahead of the curve no you're not Ron you just suck you're not a head of shit the market is the market is the market you have 39 views on your YouTube it means you suck it means it's not interesting or it means that you're early so many people like Gary I'm lost you're not lost you're 27 you've just started this is a long game and the opportunity is substantial but there are two very important things the world my friends let me let me break it down very simple for you the world plays in the middle and all the action is in the edges the world plays in the middle it's what school does to us makes you in the middle all the opportunities in the extreme of micro and macro you have to like I always talk about macro slow micro fast right micro speed I work 17 hours a day I'm booked every minute micro speed yet I'm in year 9 of building vaynermedia in the prime of my career not making that much money as much as I could to build a machine for for the next 30 years in the macro slow all of the action is in the edges having ridiculous blind confidence equally having the humility to know that you don't mean shit going all in and having the ability to completely pivot if you know it's wrong there's such a fine line between perseverance and delusion it's such a fascinating thing for me to watch and so my friends I promise you there is so much abundance I hate watching people get upset when other people win without realizing how much abundance in the system nobody on earth success is coming at your expense everybody thinks this is a binary game it's just not there's so much abundance and so we in general in the macro have to desperately get our mindsets right we are collectively stunningly not patient enough everybody wants it tomorrow we are unbelievably lacking perspective the dumb shit that I hear people complaining about every day is stunning you know we every buddy here needs to start joining more nonprofits and getting in the field you go join a nonprofit like charity water and you go to Africa and you watch people walk seven and a half miles every day for fresh water you start struggling to complain to the barista because he or she put the wrong milk in your fucking coffee we need perspective we need passion we need patience we need a lot of things and then you have to let it play out everything I've ever done two core things have always been the theme and for anybody who's dreaming or thinking differently I really need you to hear this the everything I've ever done professionally two things have happened one it's taken forever for it to manifest because I was early number two nobody agreed with me and people snickered and made fun of me every time I did them if you're looking to innovate and do something special you have to recognize exactly what's going to happen which is the voices the voices are going to be the game that you have to play out the one that's become most fascinating to me over the last year because I get so much interaction on this is the people and I'm just gonna say so this is completely just random but I'm hopeful it might help just one person in this audience if the voice in your own head says to you that you suck I desperately need you to know that somebody put that voice in your head if the voice in your head tells you to yourself that you suck somebody put it in there and you have to understand it usually you're fucked up mom but you have to wrap your head around that because it's really difficult for me to watch so many people not act based on that own voice the biggest thing that people aren't acting on is they're not taking risk because they're scared to lose and they're scared to then have people judge them on that loss it is remarkable to me how easy it is for me to see a true bred entrepreneur versus one that's not a true bred entrepreneur loves to lose it is scary to me how much I love losing publicly love my investment I love talking about passing on uber twice love it I love when people literally leave comments like don't listen to this guy he passed on uber twice and then I look at their account they have nine followers and they fucking suck shit and I'm like yo bro but I didn't pass on Facebook and venmo and Twitter what are you doing you're fucking playing fortnight and jerking off 24/7 anyway um I'm obsessed with losing because something that I really want people to wrap their head around is when you lose it's your loss we have so much judgment out there and we lack context I laughed when people tell people how to raise their children you're not in that person's home I laugh when people talk about other people's relationships you're not behind that closed door I laughed when people give advice on how to run a business you're not in it if you notice the read the biggest reason I stay very macro and just give details of what you can do is there's so much judgment being thrown out there to everybody and nobody knows shit everybody's running out with judgment nobody knows shit about what's actually happening judgment is poison my friends and this world right now because of social media specifically because you can see all the judgment I love when people think social media changed us my friends so should be they exposed us nobody's changed you used to be a dick to you just said it to yourself and to three other people in your neighborhood now you can say it to everybody publicly online it's like money and fame it doesn't change you it exposes who you actually are and so we're living in a very transcendent world and so you're either gonna look at the negatives or the shortcomings or you're gonna look at the positives for me I see all positives I love that we're going through all this shit globally with ourselves because we needed to be exposed of on weaknesses one step backwards two steps forward that same machine do you nobody people say to me Gary I don't think Facebook and Instagram that stuff isn't work yet in the other mouth during that same dinner all they talk about is how social media is fucking up the government or countries or the world literally you're telling me that Facebook's powerful enough to change the global world and governments but it's not powerful enough to sell some of your t-shirts or your landscaping business services my friends take it for what it is we are all obnoxiously fortunate to be living through this era right now what this era is just to quantify it is we are now at the maturity of the internet the internet now is that scale we all live there it is real it's not what I grew up with which it was coming it is here it is at scale and the reality of the situation is how many people one more time with side hustles raise your hands everyone stand up again side hustle to turn into your business I need this because this is the point side hustle to turn into your business I just need every single person that's standing to understand one thing your grandparents couldn't even dream to turn a side hustle into their business because the internet didn't fucking exist they just had to eat shit and live their life and put food on the table and a roof over their head and then fucking die I'm being serious we are so outlandish ly fortunate to have this era and what everybody's doing is spending all their time deploying cynicism and looking at the things that are negative about it without realizing it is the full empowerment to whatever you want if you're willing to be a practitioner and actually learn this shit and execute it this era will go away many of you follow me no I'm all focused on voice and Alexan all this it's all gonna happen shit changes whether it's blockchain or AR or VR or voice this internet era this golden era as we stand here today will go away and then for the same reason that I didn't make any fucking videos for five years cuz I had nothing to say there won't be a great deal like influencers and Instagram and Facebook and you will deploy regret because you've heard me pound it down your throat and you did nothing about it so please Melbourne do me a fucking favor on my 37 fucking hour flight to get here please make this event this talk the time that you actually go home and start fucking executing because I'll be very honest with you I'm fucking tired of the thousand 1000 emails every week that I get that are the same exact thing titled I don't know why it took me four and a half years of listening to the same shit to finally do it but I'm really glad I did because in the last seven months I've made $80,000 and before I used to be $40,000 in debt please make tonight the beginning of the next chapter of your life because when it goes away I'm gonna get quiet and execute and you're gonna wish you're gonna wish you did something about it tonight thank you that's true Q&A not done yet we're not done yet we had uh you guys learned something yeah very good turn the person next to get my high-fives I'm glad he came stop giving high-fives and go fucking run some ads that goes let me tell you something they didn't learn shit if they follow me they know this is not about learning I've pounded this for fucking two years this is about doing this is fucking exercise you know what to do you still eat cupcakes fat ass got it that's what's going on here fuck seriously though like by the way just give you a preview I'm a nice guy now or if you think cursings mean but I'm a nice guy if you look under I'm gonna be very meaning for years when everyone's crying about this I'm gonna be jumping in and be like you fucking ass I told you I'm gonna be razzing the fuck out of people sorry question number one this came from people that are in the audience here today so these questions are from you all first question is from Henry Vila question about gratitude what do you do when someone gives you an opportunity and you know you will never be able to pay it back you know Henry you got to take that as a gift right and the reality is you don't know that you'll never be able to you know give it back like this is what I always talk about like how dangerous Envy is and not having context like I always tell people like people like the amount of people that throw lucky or other things at me they're like I'm like look sure but what about tomorrow if my daughter gets hit by a bus and dies am I then lucky and I know I know that's but that's not how I think like for Henry like you don't think you can give that person anything back today that's just not how life works like you might be able to so I accept the gift and be grateful try to help other people in ways you can but if you're so fixated on helping the person that put you on recognize that life ebbs and flows who's winning today loses tomorrow and vice versa it's a fucking marathon and everybody's just judging today without understanding tomorrow I spend all my time anticipating tomorrow that's the rant that I just gave for 45 minutes so that's how I think about it yeah very good next question what is your number one tip for growing a wealth and investment advisory firm in the digital age where access to information is so easy how do you get to be number one I mean number one comes in all shapes and sizes so I mean to me it's just the process of aspiring to be great I think it's about for me where the information is free it becomes especially in wealth investment things of that nature it becomes a personal brand world like people buy from people like that's just a way it's always been and so the more and by the way the biggest reason so many people lose and legal or wealth or things of that nature is they front-right they play a character on social media now who they actually are right and so like as you can imagine in 2008-9 I missed out on ninety percent of my speaking engagements cuz I cursed it was less acceptable than it is today I still do but I didn't know how not to be me and that was just the way it was gonna be I think a lot of people try to be the person in their LinkedIn profile even though they hate wearing a fucking tie and I think the more you can be yourself and just like talk about the things you're actually into there's more people that would get business in this country talking about footy then talking about the actual skill set they have and managing someone's money it's a personal game you say inside of there if I just say ask you a question you said something you said the process of aspiring to be great I think it's so powerful where does that come from for you the process of aspire to be great I just love my game I love my game like I don't want to win because I want to keep playing like I never wanted to end right like once you find what you love to do like you've won and so for me I'm trying to get better at it all the time but it's I'm not fixated on being number one or having the most money or revenue I'm just in my own little insular circle just enjoying it and trying to get better at it and letting the chips fall I mean it's incredible how little I know about anybody else that does anything that I do I've I've never watched anybody give a talk in my life I've never I've never read a business book in my life I've never listened to a complete podcast of anybody's podcast I'm sure they're great I'm sure you enjoy it I love that I watch sports I'm not saying that you shouldn't it's just not my process cuz it doesn't matter the only thing I care about is the audience the only thing I care about is the audience and so that's why I read all my comments that's why I have insights on this is why I got into places like amped to your judgment like once you understand that somebody knows everything that they should be doing you have to ask why they're not doing it you start getting into mommy and daddy issues you start getting into insecurities you start getting into a lot of people here not building personal brands because they have skeletons in their closet and once they get public they don't want to deal with the ramifications there's real shit out here I always enjoy the skeleton in his closet people get really weird of the fuck out like people's faces get funny next question comes from Veronica how do you get in with the right people for example if you want to get in with the people who choose the light bulbs for the next multi billion dollar hotel Veronica you have to reverse engineer people it's really easy you know who the decision-makers are by title follow them on LinkedIn Facebook Instagram Twitter and see what they care about and if they're into things that I've talked about already footie or Margaret River Cabernet that is your gateway there's a reason people played golf or have steak dinners they get to know people they get to know their spouses they get to know things that make them tick and then they exploit them if you want to go cynical with it or they just use them to do business but Sarah who makes that decision is the person that you need to reverse engineer and so in what one of my favorite things about social media today in a b2b environment is following the people that you want to do business with and figuring out what they love and then if to me I think manipulations scary so for me I'll never when I know something about somebody make pretend I like it too I'll look for the things that I have a common interest in and I'll lean in there or of a teammate that has a common interest or I'll just reference that interest just showing respect that I understand what's going on I think too many people fake people try to do that to me all the time that I Gary vo the Jets right on big Jets fan like name the offensive line they're like oh fuck you so I think I think you have to be careful to fake it for the sake of business which is why I always bet on authenticity and so but you can reverse engineer that person yeah very good next question comes from Charmaine what's the best way to support teenage kids who have an entrepreneurial mind and limited to assets well limited assets is the best fucking thing for any entrepreneur I mean I don't know how people haven't realized that here's the secret adversity is the foundation of success I mean like the you know the skip this would scare me a lot more if they had an entrepreneurial mind and had tons of assets entitlement and too much abundance creates zoo animals and so I mean that one's like to me take more away from them I mean it like and definitely don't dwell on things like to me I think the thing that my mom did really well was she saw that I was entrepreneurial and she doubled down on it and she punished me for bad grades but she didn't make me feel like that was the most important thing in the world and so I think finding a balance of raising a child with entrepreneurial you know aspirations finding a cadence between them respecting things but also leaning in on their strengths but it's interesting that the person put limited means it means that they're feeling some insecurity that there can't give their kid $10,000 boost that's the best thing that happens like put a kid out there that has to learn how to eat for themselves the best thing that ever happened to me was when I rolled up on my mom in fifth grade I was like mom everyone's getting Nintendo I want Nintendo she looked me dead in the face with her Russian accent she said go buy it so then I fucking shoveled snow and fucking raked leaves and washed cars and sold lemonade and from a very young age I learned how to make money for myself I genuinely think entitlement is poison abundance is poison for entrepreneurs I genuinely think restrictions limits and lack of resources are the foundation of the best entrepreneurs very good next question comes from Chris he says how can I take my indie comic book from being a small scale project into a large brand that more readers will care about and enjoy just as much as I enjoy creating it Chris I think there's a couple things one first of all you have to understand the market is the market and so for me two things that I would do one if it's good I'm blown away by how many people get mad at doing three work all these creators get mad at free it's so laughable I always do shit for free and we'll continue to do things for free because it creates leverage and context so what I would do Chris if you can afford it and if you couldn't afford it have a side hustle that lets you afford giving away three thousand a thousand two thousand of the comics go to a Comic Con go to use online hashtags of people that are interest just give it away the attentions worth more than anything else it's and I always say watch what I do not what I say there's a reason I don't sell products there's a reason I don't have masterminds or ebooks or things of the nature I give away all my content for free because your attentions more valuable than extracting money from you so I would give away the comic book at scale mmm very good next question last question number six comes from Pam she says what's the number one piece of crap thinking or behavior that gets up your nose she wants to know what this room needs to hear to start doing better and business and life man I like you pam pam there's a lot i mean look there's there's so much i mean look the thing that really drives me crazy and I just spoke to it is entitlement like anybody here that thinks anybody owes them anything is already in deep shit like it's just like entitlements stunning number two the thing lack of patience that's why I push it so hard like you want to make a million dollars a year and you think that's supposed to happen in the first 2 3 4 5 7 years of you doing something it's laughable people have gotten so crazy about the one or two things like uber and Instagram without realizing that that's point like you're more likely to win the lotto then start a company that looks like that you're more likely to get struck by lightning seven times than starting anything that looks like uber or Instagram so just people's perspective is completely fucked like I I don't understand what people are doing out here they I don't like go you know I don't know what it is in Australia to look this up but like the medium income levels compared to what people are aspiring to in America if you make 440 thousand dollars a year you're in the 1% earners in one of the richest countries in the world if you make 440 thousand dollars a year in America you're in the 1% that's the bottom of the 1% but you're in the 1% yet everybody's walking around like if they don't make a million bucks they aren't they haven't even started doing anything and so perspective entitlement complete lack of patience like it's this stuff is hard and takes a lot of work and just kind of like the route like clearly what gets in in my nose which I like the way you put it is the when we transition to this QA and I had a rant for two more minutes I I can't wrap my head around how many people have consumed the same shit for me 67 times in written form in audio form in video form in an 88 page deck form and LinkedIn for like I do like I spend millions of dollars saying the same fucking shit in four hundred thousand ways hoping today is gonna be the fucking day that fucking pisses me off BAM now's the lat I was the last question so any last words you flew 36 hours you're here the last words you want a sign can I ask you a question yes that's just I have to reward that ridiculous sign good I'll repeat it I'm here come up here let's top it up from their hands yo I'm Yours I'm Yours buddy hold up the sign that you guys made that means stand up and hold it up it's such a piece of shit but it worked this is come on come up here a mirror-like bring your fucking sign this is perfect this is attention arbitrage I mean how much does this piece of shit cost like a dollar look at this but it worked jump what's your question you have a mic for him or you could speak into my mic argue mine currently 15 years old 15 yep okay for this that's a great decision yep my question is is there any chance you could be elemental so Jesus definitely not mainly on the back of like I don't even know how people like I don't even talk to d-roc I barely talked to my mom and my brother I don't want to stand up here in front of like I don't care how much they owe and Hum I have no interest in bullshitting you I think I think mentorship is an interesting thing here's what I would say for you one especially with me nobody is spending more time and energy and resources trying to show people what to do it's literally like I'm putting it out every day so like mentorship super easy number two what I will do is I'm more than happy to give you a summer internship on my team [Applause] so if you can figure out how to get to America I'm sure you will you made a fucking sign and so wouldn't use that as a boat you can just just get on them happy to do that for you send me an email all right good job take care fun take the fuck d-roc eat still shots these days I can sign it hold this up D rocks been fucking bugging me awesome you got a pen there you go markers nice now here's the most important part of this you have to sell this on eBay number I love you [Applause] something do something please thank you [Applause]

35 thoughts on “Quality vs. Quantity: Creating a Content Strategy in 2019 | Melbourne Australia, 2018 Keynote

  1. Don't hate on the Patriots… hate the Jets for not watching your motivational talks.. The Patriots obviously do πŸ™‚ at least "6"times.. lol…

  2. That last part was so real! Gary gave that kid an internship and by signing his crappy poster he basically payed for his ticket to the US. "Now, here is the most important part of this. You have to sell this on eBay"

  3. I used to create pieces of content on a daily basis with no content created in advance for my facebook page. That was before…been watching your videos for a few weeks… looking at my scheduled posts I have just created my 20th peice of content, all of them scheduled for a far date so I could chose which one to post by only changing the date as needed , 2 more tonight and I ll call it a day. πŸ˜€

  4. clearly gary vee gets paid by instagram and facebook, to promote paying for adds, and not stick with organic content.

  5. Wether someone likes the Pats or not there a huge success . Because of the Content & Value created called Winning . My cousin is a huge Jets fan we go at it pretty good . All in fun .

  6. My husband and I built a tiny home on my parents property to be able to put extra money into starting our businesses. πŸ‘πŸΌ SweetTeaChic.com πŸ’•

  7. I have just started to watch your talks and i must say that its giving a much needed boost in thinking what i need to do to plan for the future.. Thanks for keeping it real πŸ™πŸ»

  8. A new Gary Vee fan, but geez I wonder how many of his videos are demonetized because of his mouth. Haha, love it.

  9. If the voice in your head tells you that you suck, someone put it there."

    Stop listening to it.

    The same people that put that in there are the ones telling people they're fat, that they cannot be happy til they look a certain way, etc. Stop listening to them. Retrain the voices, and move forward w living your life. Seriously, at almost 53, I know this is such a virus in our culture and we need to eradicate it ASAP. Great stuff. Learning. πŸ‘Š

  10. "There's so much judgement being thrown out there to everybody and nobody knows shit."

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