Here's the Quickest Way to Get What You Want

0:01Unless you are producing content that is meaningful to an audience on this device across seven or eight platforms, podcast, LinkedIn, YouTube, Facebook, Instagram, Twitter, Tumblr, like unless you're producing content in written form, audio form, or video form across seven to ten apps on this device, unless you are relevant on those ten apps, LinkedIn, YouTube, Twitter, Instagram, if you are not, you are fundamentally irrelevant in society. This is a very important thing to understand because I know there's people sitting here who have 11 million dollar business and are super happy and aren't even on social media.

0:39I get that, but what you're not factoring in is what happens next. To me what's most important is not today. I stand up here and so unbelievably appreciative of that reception that I just got and knowing how many of you came here to hear me speak, but I promise you, as I breathe here right now, I recognize that literally everything I did an hour ago and back is irrelevant if I'm unable to execute going forward. Tomorrow, if I start making the wrong decisions and not executing, begins the vulnerability of unwinding everything I've done. And I think we all understand in society, we react much heavier to mistakes than we do to successes.

1:19The reason I'm pushing that you're irrelevant if you're not here is I don't think everybody here, including myself, has factored in how much more attention is going here. Let me promise you this. No matter what you think about technology, your kids on iPads all day, you always on the phone, nobody talking to each other, how you judge kids because they don't shake people in the hand and look in the eye and all the other horse shit that demonizes technology, right this second, the way we interact with technology is the most basic you will ever see in your life. Ten years from now, every one of these phones, every one of these video game platforms, every one of these websites are gonna seem like a fucking beeper and MySpace.

2:05You have to understand this. Here's why. There is nobody here pot committed enough to this, including myself. There is nobody in this theater right now pot committed to this enough, including myself. When I say pot committed to this, what do I mean? I mean, every person in this room needs to take a substantial step back and understand, am I producing enough pictures, videos, written words in these platforms to achieve what I want? And the answer, and I'll save you time, is no for everybody. And for somebody who's putting out 85 pieces of content a day, across audio, video, and written word a day, my answer is staggeringly no.

2:51Meanwhile, there are people here who take four and a half hours to figure out a perfect Instagram post because they want it to look good when somebody lands on their fucking profile. It's true.

3:09The quickest gateway, the quickest execution for everybody here to get whatever the hell they're trying to get out of here today is to produce content on 10 websites. The quickest way for you to get what you want in your life is to produce videos, pictures, and written words across Facebook, Twitter, Instagram, LinkedIn, YouTube, podcast, your website, email, text messaging platform, period. You know what's crazy? I literally want to say right now, thank you, London, I'm out. It is, like, I'm thrilled to go into the mindset, I'm thrilled to tell you, and if you follow me on Instagram, this is where I've taken most of my content, I'm thrilled to tell you that the reason you're not producing enough content is unfortunately you value other people's opinions more than your own ambition and happiness.

3:59That literally pants 47 can leave a content that you're ugly and it makes you stop posting. I can go into that. I can go into a million other things, but I make this very clear and obvious. The reason I am just beginning to succeed in my ambitions is because today is the least amount of content that I will produce because I will produce more tomorrow and more the next day. You have to understand, media dictates everything, right? There's a specific reason that when there is a coup in a country that the army goes and takes over the TV network and the newspaper. Communication is the game. Maybe because of being born in the Soviet Union and raised in the US, I had this paradox of being fascinated by a closed and open system of communication, maybe because I'm an extrovert and I talk a lot, I don't know why, but something came natural to me my whole life, which is communication.

4:58What are the things that make people do things, right? What I'm fascinated by is the democratization of media. What I'm fascinated by is that everybody here, how many people here have been following me for more than one year, raise your hand? The fact that 90 % of this audience knows that all I want you to do is run Facebook and Instagram ads and you still aren't, makes me want to punch all of you in your fucking face.

5:25I mean, literally all I've been asking you to do for the last two years is run Facebook and Instagram ads and you fuckfaces still aren't. And I say this because I put it on film because I'm gonna run this exact video against you in five years on some platform telling you that you missed the golden era of Facebook and Instagram because now it's appropriately priced. And you guys have heard me, if you follow me, say this. I regret that I wasn't able to build my dad's business bigger because I didn't spend enough on Google. I didn't spend enough. I had it figured out. It was called Google AdWords.

6:02It was working. Yet I still was doing newspapers and direct mail and radio and television because I didn't understand the context of the moment that I was living in. I didn't have enough experience to know that I bought something so good, so underpriced, so scalable that I didn't squeeze the fuck out of it enough when Google AdWords was the best. If you follow me, you've heard me say that Amazon was the number one spender on Google AdWords in those early days and literally used that underpriced attention to be what they are today. I want you to spend on Facebook and Instagram because there is a possibility that never in our lives again will you be able to get in front of people at that cost?

6:49Let me just say it one more time because I really need you to understand it. This, right now, and this is why I yell at myself, for the 50 or 80 or 100 ,000 dollars of my own money that I spend on ads on these platforms to continue to build brand, the truth is I should spend more. And this is not a joke. If I didn't have such a high expense to run my lifestyle because I have a family that's fancy now. Let me make it more basic. If I was single right now, I would literally go move in back with my parents just so I had more money to run on Facebook and Instagram ads. I'm going to say it one more time.

7:30We have never lived in a time where brand was this underpriced. Let me explain. What is the biggest difference between me and a lot of people that look like me or me and the companies that I work with and I get them there, it is the fact that I do branding, not sales. Branding is different than sales. I love when people come up to me like, Gary, I'm a marketer. I'm like, cool, what do you do? Well, I am affiliate marketer and it's, you know, conversion-based, top of the, I'm like, you're a salesman, bro. You're not building a brand. You have 747 URLs that you do landing page optimization against and you convert and that's amazing.

8:12Being an affiliate marketer is amazing, other than the fact that it should be called an affiliate salesman. Brand is why you buy Nike. Brand is why everybody who's wearing jewelry and watches right now are wearing what they're wearing because they bought on brand, not somebody cookied them on Instagram and remarketed to them and then they bought that watch for the most part. And so I brand, and why I love brand is because it's in perpetuity. When you build a brand, you can play on that brand for a very, very, very long time. Why Facebook and Instagram are special and more special than Google is, is in Google's heyday, it was not that I was building brand for Wine Library, I was building sales because when you go on Google, all of our businesses are the same because they're blue letters on a landing page that you click.

9:05Brand is when your pictures and videos look different in a feed. Look, I think I'm coming out of the gate in this talk, and I'm gonna macro it up in a minute, but I'm coming out the gate in this talk very tactical about the details. In all my rah-rah and fuck what people say, and self-esteem, and all the mental shit that I believe in tremendously, because that's what gives you the engine. You know, you're not gonna execute shit if you're depressed or insecure. So like, I believe in it, but I'm putting it on a shelf, UK. I'm putting it on a shelf with you right now because an event that is so heavily marketed against me, knowing that you've heard a lot of this, I need one thing.

9:48I need two people to leave here who've been hearing me pound them in the fucking face about running ads on these two platforms to finally say, fuck, it's enough, I'm gonna do it. And, and watch this, this is very, very important. And please don't bullshit, raise your hands. How many people here have run Facebook and Instagram ads and it has not worked for their business. Raise your hands. Raise it high. Me too. Because not every execution works. Not every execution works. It doesn't mean it's not ROI positive. The ROI of a basketball for me is zero dollars. It's a billion for LeBron. Just because you didn't execute Facebook or Instagram properly doesn't mean it doesn't work.

10:35it means you suck. Attention is like real estate. When Malibu beachfront property or property and buildings in shortage 20 years ago go up for the market and you buy it at the right price and then the market changes, you win. The attention on this device and the platforms is going to change very soon. You are a very unique group of people that feel that the Pied Piper of this opportunity is worth spending an afternoon with or two days or an hour, what have you. It devastates me that you even pay attention to me at all and don't execute on the biggest gift that I'm trying to give you. Just because somebody has 800 ,000 followers on Instagram and you pay them a thousand bucks and somebody else has 40 ,000 and they want a thousand bucks, I'm surprised how basic people are and they think the 800 ,000 is the better deal.

11:35I understand, it makes sense, the math is pretty clear, but a good affiliate marketer can tell you the conversion's gonna really matter. If you're trying to sell something, whether it's a service or a product, I couldn't push you harder to get into the culture of DMing influencers that you think may represent your brand properly or just have big audiences and start asking them what they would want for them to post about your B2B SaaS product or your new app or your hula hoop or your fucking cool t-shirt or whatever it may be. All I ever think about, I'm very basic. I keep shit super simple on supply and demand.

12:13I overlay attention and then culture what's happening in it and that becomes me and I will always do that. No question, the other territory that I'm completely blown away by is influencers. super underpriced, potentially super overpriced, but not allocating a couple hundred bucks, a couple thousand bucks, tens of thousands of bucks, depending on the size of your business, and putting it into that tunnel and that funnel, and tasting it for yourself is a huge missed opportunity. Huge. Let me talk about another execution. I'm really excited about how tactical I'm getting today. Pre-roll YouTube. How many people here consume videos on YouTube?

12:56Raise your hands. Cool. Pre-roll YouTube. There's a way for you to segment and target people based on what they searched on Google and then pre-roll them based on what they're doing on YouTube, meaning there's a segmentation that allows you to target every single person that searched open houses in downtown London. If you're a real estate agent selling in downtown London, and he's searching open houses in downtown London, but then four hours later, he goes to watch Arsenal videos on YouTube, your pre-roll can show up first based on the context and data that that person created in YouTube search.

13:41It is one of the unbelievably strong brand and sales executions in the game, and you should literally go home and Google, because I don't know what Google's proper terminology is of this segmentation, how do I segment based on Google search as a pre-roll YouTube ad? Verbatim that. How do I search pre-roll YouTube ads based on Google search queries? If you're willing to unbelievably work and understand how the ads work and unbelievably work and understand how the pictures, videos, and written words work, you will hit pay dirt, mainly on the back of what I did earlier when I said, hey, for everybody that's got it, wasn't it so weirdly easy?

14:19The answer is yes. the attention is just so grossly underpriced. And it won't be. And so I'm passionate, as you can tell. And I'll tell you something, how many people here actually have been, 24, how many people here have been following me for more than seven years? It shouldn't be a lot, but I wanna see it. Raise your hands. So for the 20 or 30 of you, you know, I got quiet in 12, 13, 14, 15. Like I was quiet, there wasn't content. Wine was done, I wasn't making business videos. Like once or twice a year, a keynote from a talk because I was doing a little talking, I got quiet because there was nothing to yell about.

14:54Thanks guys for listening. Please, please, please share the podcast and make sure you've subscribed because a bunch of you aren't subscribed and more importantly, a bunch of you listen every day and haven't told your friends it's the best podcast in the world. I'm watching. Have a great day.