The Future of Marketing: AI, Brand and Distribution | 4Ds Consultation - PART 2

0:00Hey Gary. Hi. So Matt Higgins was the one connected us, he's coaching me. He said that we're sitting on a very valuable asset having rights to think and grow rich and Napoleon help. the first question I have is so we have the rights to use the name, the material, the content everything he's ever created Napoleon Hill should we be going with Think and Grow Rich or Napoleon Hill? Both Both Both and So much of the world we live in now life is about business is about distribution and we used to have to make choices because the internet and social didn't exist. So like if you were going to open up stores in 1987, you had to pick one because it's fucking expensive to open up duplicate stores.

0:57But when you're talking about what I'm talking about, which is building brand in a modern social world, the answer is and. Because some people would, like it goes to good cohorts. Some people would resonate with Napoleon Hill. Some people would resonate with Thinker Rich. Plus, if you go Napoleon's route, you have unlimited upside. Do you have the rights to his image? Is it name, image, and language? His everything. Yeah, I mean, his is much bigger upside. Napoleon in AI form should be competing with me right now. And has a lot of leverage against me. It's all historic. Like, I think this will play out.

1:32Like, if you own the, so if you're sitting on the IP, you need to probably stand him up. So something a little far-fetched that I want everybody to hear is virtual influencers. One of the biggest conversations of the next decade is going to be influencers that aren't real people that you all own. Now, they're sitting with gold. They're owning something that's real. You're gonna have to make up your third sister. That's right. Or the dog. Should that be the voice? That was our question too because we had the voice tone of like... You have his voice on record, right? No, I meant like the voice of our brand.

2:10Yeah, I mean, you're going to find with me in the audience, like, voice and tone become, it's subjective. Let me, like, okay, what's, I mean, I watch people on my team that have been with me for 10 years trying to capture my voice and send me stuff and I'm like, I would never say that. Yeah. So, like, you have to remember voice and tone, like brand talk. The reason I've always pushed against brand talk is it's subjective. Like, what's a brief? I'm going to give you a brief. Oh, the brief is bad. A brief is a piece of paper with words on it and how you interpret it. You know what else is words on a piece of paper?

2:44The Constitution. I don't know if you've heard. Half of America sees it one way. The other half sees it another way. So, you know, voice and tone is subjective. You four ladies leave and four other people come in and they're going to judge if it's on voice or on tone. Got it? You need to really reconcile that truth. truth okay so so as we we bring napoleon back whether it's ai virtual that's what i would do if i was in this seat i would bring him fully back like actually he's the one like actually in a in a year i just like and by the way it looks like he's a lot i don't know if you guys have seen the ai yes we have we have created character we talked to him on the phone we asked him a question he I talked to him yesterday.

3:31Okay. So now, you know, Think and Grow Rich is a heavy read. Yes. And it's been thanked by many entrepreneurs, right? So what we want to do is we want to launch an easier read called Think and Grow Rich 10 Minutes a Day. Okay. Make it more sexy, more modern for younger crowd. Okay. What would you do with this?

3:54Meaning, how would I get people to know about it? Yes. by making unlimited social media organic creative across the seven platforms that matter to society. To me, basically, let me take a step back that might help all of you. I believe your phone is the television and I believe that Instagram, Snapchat, TikTok, YouTube, LinkedIn, Facebook, Pinterest to some degree are the seven channels on the platform. Just like your great-grandparents had six channels, three channels, you know, I'm 48, We were pretty poor, so I was in the 13-channel world pre-cable. Some of you can stick around that and remember it.

4:34Those seven platforms, those six platforms, are the channels on the television. Unlike the way Hollywood worked, everybody here is allowed to make a show on the channels. If you were trying to be in everyone's home in 1984 or 1963 or 1949, and you could, why wouldn't you have a show on every channel? This channel choosing that so many of you are doing, that's a strategic nightmare to me. Not the tone of voice, the not making content on all these platforms. To not make content on LinkedIn, YouTube, YouTube Shorts, Facebook, Instagram, TikTok, Snapchat Spotlight, which acts like Instagram. and I mean for you Snapchat spotlight could be the golden goose because no one's fucking there.

5:30No one's even thinking about it. You know who is there? A fuckload of 15 to 30 year olds. So to not make content on every one of them just choosing the cliche Instagram and TikTok only. Facebook's the most fertile opportunity. How much damage do you guys do on Facebook? Facebook. Yeah I'd say ever met of ads probably like 75 % plus is going through Facebook. Say it nice and slow for everyone in the back. 75 % of our ad spend is going to purchases through Facebook. And what he knows that I know because we're in it is I'm selling to 20 and 30 year olds on Facebook, not Facebook.

6:17So, you know, I would say the strategy you need to do is bring him to life, that book to life, the mini 10 minute version booked to life all of them to life on all six platforms. We've never done an ad. You don't need to do an ad. You can do an ad. Just stay creative. Yeah. Organic and paid both work. I believe we're now in a world where you go organic first and when things do well then you go paid. That was done in platform for ad people before. Now that nuance I showed him to add is another element that affects the thing that they really need to worry about which is brand. you start with brand.

6:54You start with juice that none of us started with. You're sitting on brand. How do you have this question? To answer where you're about to go you have to be so I just told you that you should play basketball. Just so everybody knows I just told everybody here you should become a professional basketball player. Why did I do that? Because out of all the major sports in the world the way the new collective bargaining agreement for the NBA is and how big the media rights are basketball only has 12 to 15 players. but the players are going to get 50 % of all that money. So the money is so extreme but unlike football where there's 53 players and you divide by 53, in basketball you divide by 12.

7:31So you're going to hear from your buddies that are either you're into basketball or you're going to hear from your buddies in basketball, I can't believe this player just got$400 million and they're not even good. And you're going to be like, how is that possible? That's how. I just told you to be a basketball player. I've given you the answer to how everything in society is working. Those six platforms dictate everything. The presidential election, the temperament of our society, everything that is popular, what is famous, what sells, the whole, it is absurd how much social media is underrated.

8:04Now you've got to get good at it. That part. That's where you're about to go. How? That's why I went textbook on the new book, but it's an everyday game. You all must get as good, notice the first question I asked him. How good do you think you are? because the delta between him being, and I was listening, if he's a 7.8 against the world, which is very high, the delta between him being a 7.8 and an 8.8 is 4 million in November, not two. I, if you go look at my organic social, John, you know this because you're on a team, I've been complaining to the team for the first seven, eight months, nine months of the year that we're not good anymore.

8:43That's been the energy on my team because it's true. and we had all sorts of excuses I'm not making as much original content we've been a lot better right John you've seen the number the last two months we've been a lot better we're just better we just got better we just got refocused would you go lifestyle or personal development yes lifestyle no the biggest liberator of strategies and humans in boardrooms are obsessed with or or is comfortable or is school or is having a job and So it's just about throwing everything at the wall but not that yes because I'll explain no no I love what just happened it sounds like it's throw against the wall and see what sticks it sounds like spray and pray it sounds like test and learn it's set right but none of it is illogical you're sitting there and you're thinking about who am I trying to reach You're thinking, who would Napoleon resonate with?

9:49We have historic data on what he means for 18 to 35 year old dudes. You know that. So obviously you're gonna make different content for that crowd versus a 63 year old female immigrant from Hungary because you want everyone. Right? So it's just, that's what's great. The rest of the day and book and team and before and maybe even before like cohorts, if you're already talking about that, like that's the game. But you have to get good at the craft. Like the first three seconds, the thumbnail, like all of it, the copy. Like until you're great at the craft of the video or the picture or the written words in social, everything will be hard.

10:28I promise you. Because everything else is getting more expensive. Because they're all losing market share to this machine. Newspaper ads are more expensive than they were five years ago.

10:43would you if you had this brand I'm good I'm good sorry go ahead if you had this brand would you modernize the message or keep it traditional Napoleon style I don't so I haven't read the books but obviously I've been very especially because of who I am like I have a general sense it sounds like a lot of the principles are tried and true would I make the examples contemporary yes thank you you got it Okay, great. Hi, Gary. Hello. My first question is about our podcast. Okay. We started it four years ago. Yes. And we choose our target audience to be founders, operators, and tech VC-backed investors.

11:27Smart. And we got a lot of them in the show, like the most important in the region, in whole Latin America. Yet. then we found out that that's not actually a target that we want to sell to so now we have this podcast that has a lot of authority in the field and some recognition on it but it's not working so we can invite like... It's not working because those guests and that energy is not directly impacting your business. Exactly. Great. Yeah, it makes sense. What I would do is back to the theme of this whole meeting is I would go into and I would cut back the kind of guests that represent that by a lot, but not completely kill it because you got equity there.

12:10So instead, how often do you do the podcast? Weekly. Great. I would probably do one guest like you used to every two months. But the other seven guests would follow the path that you figured out and you heard. You just need new guests that do address who you want. Do you see what I mean? This goes back to and. Okay, great. Does that make sense? Sure. Other question that we have is more tactical. Please. Our social media team has one graphic designer, one video editor, one community manager, and one copywriter. Okay. How much content should we expect from the team to produce? That's a very fun question because to your point, it's complicated.

12:58Let's talk about that. So number one, there's so much here. Number one, are you doing predominantly videos or pictures? Both? A mix of both, but mostly video. Okay. Because of the clips of the podcast. So first of all, back to the rant I just had and I saw you guys talking. How many platforms are you putting social out on? We were on everywhere. Then we just decided to focus on LinkedIn because that sounded smart. Yeah. We used to say like, okay, let's crack LinkedIn. Is your audience B2B? Yeah. Okay. So, minimally, you need to be on YouTube shorts, LinkedIn, so Twitter is about to become much more like everybody else.

13:40So I believe in the next couple weeks, Twitter is gonna unleash a video tab, and it will look exactly, like this is the game. So I think Twitter is very, very, going to be very fruitful for a lot of people, and first movers, same old shit, won't be as good as conversion, if you're just CACLTV, But for brand, it could be completely crazy because of the viral nature of the platform. I'm aware that there's a lot of energy against X. But like, for example, I live on Twitter and I do no politics and have plenty of fruitful situations. You're in control of what you consume and what you put out. So I think X will be good for you.

14:19YouTube shorts is very important because of the way search works. And I do think there's strategic things you could do on TikTok that could really find the right audience. but I think it's about, let me give you this one. On TikTok, I'm a big fan, especially if you're B2B, but it could also be if you're niche, like tea or earrings. Make content that is kind of positioned as, hey, send this to your person in your life that's into tea. Hey, if you know anybody who's in this small business, send this video, literally the name of the video is send this to someone that's into, because there's a viral loop there on TikTok that could work.

14:59Keep going. So to answer your question, first, when we take a piece of video, what all of you have to be best at is post-production for the platform. Notice how I started this meeting with an example of a video that did two million on TikTok but underperformed on Instagram. Same video. I change the copy, but sometimes that's not even enough. But minimally, minimally when you make one video you're actually getting four pieces of content if you're on four platforms by changing the copy that supports the video based on what platform if I'm posting on LinkedIn I'm going to reference people that are traveling for business sitting at their desk I may make that reference like if they make a video I'll just use them because it's going to be easy if they're making a tea video and they post it on LinkedIn which I think they should which nobody owns a tea brand or retail store would ever think about.

15:52But I think LinkedIn has become like Facebook. There's just people on it and they're just seeing shit. In theirs, I would put like a video, could be them in it, whatever it is. But the copy would say, tired of the shitty tea they serve in the office. And then comma into what they have to say. I wouldn't put that on TikTok. I would just go into like, average chamomile blows, here's oolong, here's, you know, like whatever they're gonna do. so I think that how much content should you expect minimally you should expect whatever the output is it should be times however platforms you have but don't take the same video and post it everywhere because it's going to act different the copy minimally should be changed I'm not even living my same life like we should tweak the first second or the thumbnail we do that half the time not 100 % it's even like you know like somebody who's good at fitness sometimes you have cheat days we're not perfect on my team.

16:48Every video should be slightly different on every platform based on the audience that lives in there and the temperament of the room. I'm gonna act differently in this boardroom with all of you than if this was being done at a private restaurant. Like this whole meeting would be slightly different if this was from 9 p.m. to midnight with wine at a restaurant. Same meeting, different, different room, right? My slang would be different, the energy would be different, it would just be different. Y 'all would be different.

17:20So, you know, I think for you two, you have to like watch them work for a day.

17:28Because everybody's different. Like, look, the number one goal you should all care about is views achieved organically. So let me give it to you this way. There's people on my team that are fast. There's people on my team that are slower. but if player one got me three videos a day and those three videos got me 100 ,000 views, the player two was slower but she fucking made badass shit and only made me one and that video got four million views, which one do I like better? But when people play, well, but Gary, my shit's good. I'm like, no, it's not. You took a day and your video got 8 ,000 views and over here they got me three videos at 8 ,000 apiece and that got me 24 ,000 views.

18:10when you make views achieved gross and per post as a north star it's going to help you answer a lot of these tough questions understand you like that right you can hold i can see you reacted well to that but i get it it's hard this will help you ground the game in something yeah right yeah because sometimes i feel that we're like just throwing darts to the air and that's okay too if they can explain the dart, it goes back to that. If I can explain to you the reason I'm making this video is I'm going after women that grew up with entrepreneurial fathers in California. Well, then when you look at it, you're like, oh shit, I see what you did there.

18:51You made a surfing reference, you made a daddy reference, like you had a concept. So back to it's not, like everything I make has a thought. It's not just to get views, there's a reason. And sometimes that is like, hey, I've been heavy. and talking about heavy like, you know, like stress management, let me post a video that I like blueberries to fucking switch it up. But there was logic. Sorry, isn't it hard to do that when you have, when you're clipping a podcast? Like, how do you decide? Yes. Like, it's hard. Yes, it's hard to do that, which is why just clipping podcasts can't be your only source of content.

19:29Right? Yeah. He's filming right now. 4Ds is different than Tea with Gary V. It's different than I give a keynote. Too many people became one-dimensional.

19:42Putting yourself in a position to make content. Look what I told Krishna to do. Do local business. For me, it's a huge win for him because it's like, you notice how I broke it down? You might get some local business. You're gonna learn. You're gonna listen to people. You're gonna get content. So even if he doesn't sell a single thing to the 144 people that he has in a dining room, 12 times 12 once a month, he just needs one clip to pay for the whole thing. Again, back to if Lexi and her sister, like maybe they like running. Well then fuck it. Find a running cameraman with you or like a GoPro. Again, maybe I pitched to Christian the dinner thing, but maybe he loves golf and maybe the video says I'm taking a foursome out to my course and we're filming it.

20:27I know it's weird, but some of you get it's 2024. Like I don't know what's right for y 'all. Maybe they're doing like, like think about what their business we're about to go there. like they could just invite people to the shop and film. We're doing it Saturday. Got it? Yes, thanks. Keep thinking it's not fun. All right, yes, so it's almost the opposite of everything you just said. Okay. So our most popular content is Jamila and I, but we are a tea room, a tea shop, we just got into Target, so we're doing CPG now and we are the bottlenecks for our content. Makes sense. I'm blocking toilets you're doing everything I lived that life for seven straight years with Wine Library so really it's how did you get from you being the only guy on YouTube from Wine Library to producing enough content to do it patience you've got a lot of things going for you, you've got emerging AI so you could late night learn how to use AI tools to help you make more content, you could you've got the coolest job that everybody wants to do as a teenager all of you have that actually ironically one of my favorite places to look at for something like this is somebody who's retired and just looking to like still enjoy life there's an incredible back to ageism which is still not really being talked about because of the way technology has worked I think we're sleeping on people 50 to 90 60 to 90 70 to 90 you know like you'd be shocked on some like you know Back to the way our heads work, we don't think a 68 year old can work the register and edit our videos.

22:07There's plenty of 68 year olds who are taking online courses to do social media fucking post editing. Next question. Please. So we are creating the unscalable intimate moments. We're doing a loyalty tour. All right, so we're having one this Saturday. Tell me about it. So basically, you come in, you show that you have your target receipt and you get free tea. Love it. Right, because you've done this CPG partnership with Target, you're trying to support that. You say, now, a Target receipt that you bought our stuff or anything at Target? Our stuff. Respect. I got you down somewhere else. Okay. How are you letting people know about that?

22:51So we've used mostly Instagram. We've used it. And so it's... It's happening. It is happening. The RCPs are beyond what we expected. Expected. Did you run ads locally or was it all organic? It was all organic. I think the thing is, it was here in Brooklyn, but we're in stores all over the country. That I understand. Yeah, so like how we reproduce this in Iowa. You don't. So what do we do for Iowa? I think our problem is because we got put into place into cities and rural areas that have no knowledge that we even exist. we thought we were going to get a soft launch pad we didn't even get started we didn't even get launched in New York until this upcoming November so what do we do with those places who don't even know to follow we're doing some ad things I'll use a digital market tell me about that, that's where I want to look under the hood so we how many doors in Target are you going to be in?

23:49we're currently at 104, about being 168 so I would run 5 mile radius ads on all 168 Yeah, we did zip codes. And are you in the content? No. Mad. So here's what I would do. If I own this company and we were three partners, I would say we've got to make 168 videos or use AI to capture our voice and replicate it. And literally it is us. And literally it is us. And your story is so compelling. It's not super complicated. It's an awfully compelling story. to rural area five mile radius people. Let's understand why Target did what they did and that's good for you. You make videos and say, hey, we're us.

24:35The opening line of the video is, hey, let's just pick a town. Where do I know where there's a Target? Clark, New Jersey. There's a Target in Clark, New Jersey. I know that because it's my dad's former shopping center. We had his liquor store. Literally the video is, hey Clark New Jersey Target shoppers. We, hi it's me, it's me. We are running this ad within five mile radius of that target. You will not believe this. We have our product in the store. Then tell them the tear jerking story or the emotional story or the human story of how hard you've worked. How long have you had it? Six years. Yeah, we've been painstakingly building this one store in Brooklyn for six fucking years.

25:19Maybe don't say fucking, but you know. It would mean the world to us if you would go to Target this weekend and pick up. We promise you it's the best tea. By the way, here's our, you could go this far, our phone number. If you don't want to blow up your phone, here's our email. Here's our Instagram. Please DM us. We want to know and thank personally every single person that buys a tea bag from us because this is our fucking lives. And if this doesn't work at these targets, they're not going to give us more targets and we don't know what we're going to do. pull at fucking heartstrings. Five mile radius.

25:56You'll know how to do that. On every store, all of them. And if you have to, because you don't know how to fuck with AI, do 168 videos, then do 168 videos. If you can get an AI trained on your voice where you can save yourself time and just type in Clark, the lips move and you're like, hi. You know, like the whole, Mr. Black, the Simpsons episode. But honestly, my thing of why I'm not even scared if you don't do the AI thing is when your life's on the line. Like that's what's great about a small business. This is our lives, right? When your life's on the line, I just think that you'll sit down and say it.

26:34Like you could chop it too. You could like literally do the first part, maybe show as you're talking. You could easily be smart about it. You just need to film, hey Detroit, Target, hey, you know, da, da, da. And then have like the second sentence be a voiceover with like maybe showing your store. This is our store. and then you kick in the rest of the video so you only have to film, right? You see where I'm going? Five mile radiuses, 50 bucks, boom, boom, boom. It will work. It will work. One more quick one. Please. You didn't mention threads. Yeah. Why? Threads deserves to be mentioned. It's just waning users so fast that I'm scared.

27:13Threads and Pinterest are like on the shelf over here. I'm for it. I'm just trying to make sure y 'all really go to five and six. Even though threads keep showing up that it's doing well, Facebook's just vigging it by forcing people to download the app. Like it's, the audience is declining, not, but I'm not against threads. Threads, by the way, for most of your businesses, even though Pinterest would work for y 'all, like I like it more than Pinterest. By the way, on the record, add it, but the virality in there I don't see as much. and all of you are gonna rely on the virality. But I'm not against it at all.