Why Post-Producing Your Context is the Fastest Way to Winning

29:46The reason the fridge is such a big business is when you're constantly drinking coconut water and the fridge knows that you drink two a day and you're down to four and they know it's a one-day delivery, the fridge is going to order the coconut water for you. Wow. Everything is going to be passive. Let me remind everybody very simply, if you are not remarkable at creating content that is post-produced to understand the context of the platform that you're posting on, and more importantly, the psychology of people when they're on it, you will lose. Meaning, you can't post the same picture on Twitter and Instagram and LinkedIn and think you're gonna get the same result.

30:31People are in a different mindset. Also, those platforms work differently. They have different ways to format pictures, different lengths of creative. This is one masterful game of communication. If your great-great-grandparents walked in here right now, If we had new technology, we could put a drop of water at their tombstone and they could become alive and come outside and they would come and you're like, oh my God, great, great, great, grandpappy Gertrude, how are you? They would look around for 24 hours and be like, what the fuck is this? This is how it goes, friends. This is how it goes. And none of us, technology is undefeated, you know that, right?

31:16we don't technology doesn't care about your feelings or how you think it should be and why would we have the audacity my question all of you is why do you have the audacity to think your opinion on how the world should be is the way the world should be amen is right and so this is coming in fact this is here i'm not in the business of predicting that i could be wrong this is here now and so this is coming, it's real and so I keep telling you if you think your little kid on an iPad is fucking crazy now, just watch. The reason we know the people that we know in history whether Muhammad Ali or Gandhi is because they were great communications hackers above and beyond what they were actually doing for a living.

32:04Everybody here now has the luxury of having the internet be the platform that they can communicate on. yet we have bum rushed into a game of hacking or looking for shortcuts or the thing that will break through versus becoming craftsmen and crafts women on these platforms. It has become very clear to me, especially recently, that a game of best at communication is the reason that I get the honor of standing here tonight. That I put in ungodly amounts of hours understanding these platforms and people's behaviors on them. So I have a question about funnels. So what do you want people to do? Well, what do I need to know to build...

32:52Before that, what are we selling? What do you want people to do? The funnel is about a DSCR loan campaign. Do you know what DSCR is? I don't. Investor loans. What's that? Investor loans, like rental properties. Okay, understood. It's an investor loan for private money. One TikTok of you talking about this can get you more leads than arbitrage and Google at scale. Okay. So here's what I would say. There's tons of people that talk about funnels and how you create landing pages and run ads on all the platforms between Google and Facebook. And there's probably tremendous amounts of very distinct, good, best practices of the moment funnel arbitrage.

33:33I see it all over the web. There's a million places you can go. What I'm telling you is that we are in the pre-dawn of humans not using these platforms for that decision making. I need you to be known. The ultimate funnel is a personal brand. Oh shit, that was good.

33:58I noticed that not everybody, I thought when I was going for the slap, everybody would be like, oh, let me say it slow again. The ultimate funnel is a personal brand. Wow, that's a good one. Let me say it a different way. Kai Sinet, when he did Stream University and got a million people to sign up, didn't do it with fucking landing page URLs and Google AdWords. The ultimate funnel is a personal brand, and in the advancements of technology and AI chatbots and agents, it's going to matter 10 times more you, darling, need to start making videos about what you know about this at scale on social. So many people have become so deeply insecure that all they really do with their content is post things that they know will get the most likes.

34:48The amount of muscle dudes who want to talk about other things that DM me and say, I want to talk about these other things, but when I post photos without my shirt, I get the most likes, so I keep doing it. and the conversations of when I asked them, why do you do that? And they don't even know. They're caught in the machine of getting more likes than talking about the thing they actually give a shit about. We are living in unprecedented times. Every person in this conference, including myself, is grossly underestimating the internet. This is the singular invention of the human race. It is the most important thing that has happened to humans since the printing press.

35:34It has completely changed the global political landscape. It has completely changed the leverage of human beings' ability. There is literally nothing stopping every person in this room from getting whatever they want because there is no man in the middle. The platforms have all the leverage and the consumer in the end is the actual punchline. I predict that if you go all in on funnel best practices, right, websites, ads, all that game, that if you also go all in on doing seven posts a day organically from one, two, three videos you've made, going on podcasts, doing your own podcast, making videos, talking about this, that just one social media post organically in a two-year window will go viral and outperform in leads everything she does on the other side on funnels for two years.

36:31Here are the things that I'm most passionate about. A, if you are capable of starting a podcast around the thing you do, I highly recommend you use this talk to inspire you to do so and let me explain why. I believe that podcasts have almost like a triple hack to them. Number one, podcasts are being consumed at a remarkable rate. How many people in this audience, please raise your hands, listen to podcasts on a weekly basis, raise your hands. Actually stand up, I want everybody to see this. Please stand up if you listen to podcasts. And I want everybody to look around. We're talking about 90 % of this audience, 80 % of this audience, thank you, please sit.

37:16If you can start a podcast, even if you have 1 ,000 people listening, you don't have to be a top 100 podcast in the world, you need to have the people that you're trying to actually reach. If you have a podcast, what also happens out of a podcast is incredibly important. If you're thoughtful enough when you do your podcast to also film it, what ends up happening is now you have video content for YouTube and Facebook and LinkedIn. If you also are disciplined enough to then transcribe the interview you have with somebody, you now have written content for those platforms. If you're extremely thoughtful, you invite guests who you actually want to do business with.

38:00When you're cold calling to do business, they ignore you. When you invite somebody to be a guest on your podcast, they're flattered. I highly recommend if you've been debating it to use this evening as the push to start that podcast. Sometimes we think like, well, I don't want to make all these videos because I might not be doing these loans forever. I don't want to make these. I'm not selling wine.

38:33Like for the people that don't know the references, the first five years from 2006 to 2011, the only content I made, the only videos I made was me tasting wine. Some of you that have been following me for a long time have no idea that even happened. Shit changes. I don't know if you're going to be live tomorrow. The hell are we talking about in seven years I might not be fucking selling DSRs. Who gives a shit? So just wherever you go, change it. Yes. Regardless of what you do, you started a shampoo brand for 15-year-olds. You have to start looking at LinkedIn. LinkedIn, over the last year and a half, and I believe for at least another year or two based on the way I'm looking at it, is acting more like Facebook 2011 than any platform I've seen prior.

39:17It's been very fascinating to watch LinkedIn be a place where you don't have to just do business content. Yes, the psychology of people under is a little more business oriented. But if you are in the B2B business, how many people here consider themselves in the B2B business? Raise your hand. One more time, a little higher if you don't mind. I mean, if you are not posting four or five, six times a day, and when I say posting, this goes back to the way I framed up this conversation. You have to make content that brings value to them isn't a sales pitch for you. Most of the content that I see on every platform is so self-serving, nobody gives a shit.

40:01Nobody wants to be sold to. There's too many other options. This isn't late night television or infomercials where there was only 36 channels. This is the internet. It's unlimited content and there's a lot of good shit out there. So if you're not putting out good shit, you're finished. You're not gonna will your way to victory. LinkedIn, for everybody who just raised their hand on B2B, is going to go away in its organic reach, just like Facebook and Instagram do. You have to strike now. Please have a very significant LinkedIn strategy. Please start finding a way to produce more content. If you don't know how, if you don't know what to say, create a Q &A framework.

40:45Email blast your consumers and ask them what questions they have and then turn that into content. Figure it out. Have guests. Figure it out. You have to challenge. So to me, podcasts and LinkedIn are remarkably out of control. How many people sell a product on the internet through Shopify or things of that nature? Sell something. Raise your hands. For this group, I want to talk about influencer marketing. I believe that influencer marketing is at a maturity level that a lot of people think that it's now over or it's too expensive or they missed it. My belief is that we're five seconds into influencer marketing, that influencer marketing is here in perpetuity because word of mouth is, that influencer marketing is unbelievably underpriced if you're sophisticated on your end and understand how to not overpay, and that if you sell any product, that you must absolutely get serious about influencer marketing because over every other option in communication, when done right at scale, it returns the biggest ROI.

41:55The problem is most people are chasing the whales of people that have millions of followers and many of those people are now overpriced because the follow count is the metric that they're selling against. Meanwhile, with my sneakers and my wine products, many people that have 3 ,000 or 5 ,000 or 8 ,000 people tend to be driving my biggest results because they have deep engaged audience and enormous trust in that audience. And so if you're on the consumer side, I highly recommend that you go down that path. Go ahead, Mike. Hey, Gary. This is Forrest Hamilton, Universal Coin Bullion. My wife and I have three young daughters.

42:38And a year ago, they were complaining about not having enough money, didn't want to do more chores to earn more money. I showed them your video on the eBay. And, you know, salt and pepper shaker collectors, right? And it really blew their minds. And so they just started bringing me stuff. We started doing all kinds. I mean, each of them have made thousands and thousands of dollars every single month just selling stuff we were going to give away or stuff we were going to sell at a garage sale or this or that. Now we've started going to garage sales, doing that. And they're loving it. But what's phase two?

43:10Like, what's the next thing that I can put three young teenagers on beyond eBay? Because it's blowing their minds up, but I want the next one. The next phase of, so learning how to sell, buy and sell stuff on eBay is a remarkably important skill set if you keep going on and wanting to be in business. Understanding supply and demand, understanding consumer behavior, understanding how to communicate through pictures and videos and words to create demand, understanding market dynamics. It's stunning, actually, how much value, if a child is destined to be entrepreneurial or in business or in marketing, how much of a training ground it is.

43:57The next step is twofold. It depends on where you want to go. The next frontier, no question, is live social shopping. TikTok shop and whatnot. Now, I'm also a parent of a 15 and 12 year old where I have no interest nor does my ex-wife on our children being on the internet and so thus rendering them to be on whatnot or TikTok shop is not in the cards for them. The other place to deviate is garage sale and knickknacks are not scalable. Contemporary collectibles is. So whether it's trading cards or LeBooBoo's, those little things that are going up, or things that they can buy at Claire's, blind bags, there are 50 to 100 Stanley water, you know, there are 50 to 100 things right now that you could buy at Target, Walmart, and Five Below and other stores where they could buy 100 units and they could buy it for$3 or$9 or$16 and sell it for 100 % profit.

45:01That's taking them from one-off items to something a little more scalable. One of those two paths is clearly the next chapter in this game and that's what I think you should be thinking about. Like teaching them that right now they can go to Marshall's or TJ Maxx or the dollar store and then once they get past that tier after three or four years you start going into actually producing or buying stuff at scale. Learning retail is like uncomfortably good training for anything you do. And so it's really cool, I'm happy for you. And then finding something that's a common interest to collect, in fact it's funny that you're bringing this up with having daughters.

45:48I have something called VFriends, which is my Pokemon Marvel Disney, thank you. And I'm really excited about it. It's gonna probably be the next 50 years of my career. It's really the biggest thing I'm working on. and it started as NFTs and it's one of the few projects that's doing very well still in that world but a month ago trading cards came out from Topps and in VFriends a big part of what I'm trying to do is scale what I believe in compassion, empathy, kindness, patience but also accountability, tenacity, competitiveness and the biggest feedback brother I've had in the last 30 days is how many dads have found something to collect with their daughters because the characters match more to girls than let's say football cards or things of that nature.

46:33So I think whether it's be friends or something else, finding something that's scalable that you guys can collect will take the relationship to the next level. It could be, again, little figurines or things of that nature, but there's a lot to look through in that. The luxury of being 43 years old and operating businesses every day of my life for over 20 years is the following. I operated prior to the internet being at scale and mobile phones being at scale. What that means is when I did direct mail and newspapers and television and billboards to build my dad's liquor store, everything cost a lot of money.

47:09It was very expensive and if you were at zero, you had no fucking shot. We sit here tonight with the internet at scale. That if you're here and you have not started any of this and you've got nothing going on, that tomorrow at the cost of zero, only your sweat equity, you can start the process of building something meaningful. The excuses that fly at scale to why we haven't or why you haven't or why it hasn't happened is very difficult for somebody like me to swallow in a world where I didn't have these options. If I had fucking eBay and Instagram when I was 15, I would have been a trillionaire by 19.

47:57We are sitting in the easiest time to be a successful entrepreneur. In not so many words, if you're not successful right now, you suck. And what I mean by that is we have a frothy global economy. Things are good at scale. We have internet at scale. Cost zero. If you are not successful right now, you're in a bad spot because the playing field is easier than it's ever been in the history of the human race. That's not a dig. I'm not interested in razzing. I'm not trying to be Debbie fucking Downer. I'm trying to create a very logical conversation that if you're not, you need to recognize that 80 % likely you're trying to make it happen too fast because deep down you're so insecure that you need financial success to cover up your pain.

48:57Or B, you just might not be good at it. And what you should do is what a lot of my friends did, which they became employee number 13 and 19 and 25 at Facebook and Uber. And I promise you, employee number 54 at Facebook made more money than every person in this room, including me, right now. My mom and I actually do sell on whatnot. And so my question is, we're having a hard time getting people from either TikTok or Instagram to whatnot. I'm finding it hard to explain, to get that jump from one social media platform to the other, to the other, to whatnot and back. And so how do you find that you're getting people...

49:41What's your biggest platform? TikTok. How many followers are on there? Like 8 ,000. Have you considered doing TikTok shop? Yes. It's the logistics piece of it that I'm trying to figure out. And we do sometimes live stream our whatnot sales also on TikTok. But then TikTok gets mad because they're like, we think you're selling something. Yes, I'm aware. You're not doing it right. I mean, there's two things to this. One, if you're in this room, I think that you're in a place where you'll be able to afford running ads on social media to drive to your whatnot. Two, do you have email list? It's being built.

50:24Okay. Couple things to think about. I think that most people, when they're building something new, really lack patience. So I have 55 million followers on social. I have 300 people watching me live on Whatnot and I'm ecstatic.

50:44So you just, you have 9 ,000 on TikTok, right? That ratio means if you have 18 people watching you, you're crushing it. It's a patience game, right? There's DMing, so let me tell you how I'm building my Whatnot. Every single person that buys anything, anytime, I'm DMing them on Whatnot. anytime that people are even watching. I'm like literally DMing them like hi while I'm on the show so that I can continue a conversation with them later. And as far as social, you're probably not pushing often or hard enough. And I get why. You don't want to become spammy that everything that comes out of your mouth is just like watch me on whatnot, watch me on whatnot.

51:28The reality is if you're bringing them value, so what do you sell on whatnot? Women's contemporary clothing and accessories. Women's? Contemporary clothing and accessories. If you go on Instagram and TikTok and be like this piece of clothing or contemporary, you know, this$500 item I'm giving away for free as a giveaway on what night? This Tuesday night at 8 p.m. I have a funny feeling you'll have more people show up. Right? So there's a little bit of the promotion cycle and giving people a reason why. But I think it's patience. Keep putting out the content. clipping moments from your whatnot show and putting them on other platforms.

52:08Are you posting on YouTube Shorts? No. What about Facebook? Yes. No, not well. What about, fair enough, no problem. What about Twitter X? No. Great. You need to be on all three of those platforms. I'm going to say this real simple for all of you. I don't care if you do insurance, B2B, SaaS sales, or anything else. I do not think that people, and how much this has impacted your career, I can't express enough to all of you how all of you need to be on all these platforms seriously. I believe being good at making content for the seven social networks and posting every day is more important in business than being able to balance your checkbook.

52:54Ding. I'm gonna say this is very, this is potentially the most important moment of this time together. Everybody is underestimating how important it is to make pictures and videos on Facebook, Twitter, TikTok, Instagram, Snapchat, LinkedIn, Facebook proper, every day, all seven of them, multiple times a day. It is disproportionately the thing that can grow your business, and it is free. of course you can run ads, but you can post organically. It is free. And when you do it, when you actually get good at it, now let's talk real serious here for a second. I could be sitting up here and saying, I think, bless you, I could be saying, I think all of you should become basketball players because I don't know if you've seen what's happened in the NBA, but salaries are going through the roof.

53:53And even if you're the 13th player and you never play once a day, you never play. You're just on the bench. You're making$15 million a year. That's incredible, right? Then you would say, that's nice, Gary, but how the fuck do I become good at basketball? I'm telling you that posting on social media at a very aggressive level, multiple times a day, on seven different platforms, is disproportionately the thing that will change your career. But I'm not naive, because I've been doing this for 15 years, that you have to actually be good at it. But I'm asking you, I'm basically saying, let me say it a different way.

54:30Let me give you context. All of you should eat healthier and exercise every day. And you will live longer, it will be better. Your quality of life will be better. We can all agree that's right. We also know that the discipline and learning how to actually, you know I've been through a 10 year health journey, like there's right ways to do an exercise and wrong ways to do an exercise. You have to get educated on eating. There's eating for calories and there's eating clean. There's a lot of variables. But I'm gonna say it nice and slow. Since you're sitting here on a Sunday, you are ambitious and hungry and winning.

55:05You're not sitting here on a Sunday after Memorial Day in the summer for fun. You're fucking hungry. I'm gonna say it nice and slow. Disproportionately, the biggest impact on your financial career is your ability to get remarkable at posting on seven platforms a day multiple times a day. Self-awareness is the most important conversation in our society. The rise of entrepreneurship and the coolness has forced so many people into thinking they need to be one. Entrepreneurship is a skill no different than playing a professional sport or being a professional performer. I implore you to use tonight as an opportunity to start finally being honest with yourself and asking yourself a series of questions around what you're good at and what you like.

56:03When somebody is lucky enough to be great at what they like, they achieve ridiculous levels of success. Most people are not fortunate enough to have those serendipities because they limit themselves from trying things or they deploy delusion around their ideology of what they wish they were instead of looking at themselves and figuring out what they actually are. If you go look at my stuff, which I would recommend you do because you'll get a sense of what I'm doing, the video might be slightly different. A slightly first three seconds or a little bit longer, a little shorter depending on the platform.

56:38The copy is definitely different because if I'm posting on LinkedIn, I know how you're thinking versus the way you're thinking on TikTok. You're more casual when you're in your stream on TikTok. You're more business oriented when you're on LinkedIn. Yes, you could put the same video on all seven, slightly different. At first, when you haven't committed the time to being good at it or the resources to build a team to help you do it or using AI, you will probably just post the same thing as you get better and go up the game. But I cannot put enough of a nail in this coffin. The biggest mistake all of you are making is not taking this serious.

57:21And let me put a final flag on why. It's gonna go away. Everything goes away. The yellow pages were important to me when I first worked for my daddy's business. Then Yahoo and Google came along and became very much not important. Watch this. Please stand up and don't be lazy on me. Please stand up if you, no, no, not yet. Very good, very good. I'm impressed. Let me just tell you why you stand up. Please stand up if you now use chat GPT or perplexity or AI instead of Google, where you used to use Google a year ago. Stand up. I want everybody to look around. And don't stand up because you feel left out and you feel weird, just, I want the real numbers.

58:02Holy shit. Yeah, I knew you were gonna be surprised. I need everybody to look around. Holy shit. I'm telling you, this is important. I thought I was ahead of the game now. Oh, man. This crew is winning in business, but we'd also argue not the demo of the crew that is most advanced in all technologies all the time. We're already here. Now, we can please sit. By show of hands, how many people here use Google AdWords for their business? Raise your hand. Raise it high. Actually, stand up, I want the visual. Stand up if you use Google AdWords. Now, we've got people standing if you use Google AdWords, me included.

58:39If Google AdWords is really important for your business, keep standing. if it's not really important, you can sit down. I'm one of those. Okay, let's, now everyone who's standing should be shitting their pants. I'm serious. I'm doing this because I want you to win. Everybody who's standing, we are living through an insanely fast demise of Google AdWords. An insanely fast. You must understand immediately, and then you can sit, thank you. And then if you're getting a lot of traffic from Google natural search, some of you have just been around for so long, you're on the first page results. Google search is exactly where the yellow pages was in 1999 right now.

59:27We got 24 months before this thing's in deep shit. We're not going backwards. This is the thing that everyone gets caught on. We're not going backwards, friends. Do you know how many people that grew up in the 30s and 40s thought the 80s and 90s was fucked up? We're not going backwards. You playing Pac-Man at your fucking pool club? There was some 60-year-old being like, that's crazy. We used to play stickball in the streets in Brooklyn. These kids are ruined.

1:00:00That's life, friends. That's life. I'm a videographer. I love creating content. Love shooting video. Been doing it for 10 years. And I heard you say a few times, post on everything all the time. Yep. what advice would you give to the solopreneur who doesn't have the resources necessarily to hire a team to build a system to be able to do that consistently? The good news is this is where AI is coming in a real way. And good news, the platforms are going to do it for us. One of the reasons I haven't been recommending things, it is my belief that we will be uploading our videos to Meta and it'll be doing the AI editing for us because they know the distribution and that will be replicated on the other platforms.

1:00:39So what I would say to you is a couple things. Literally, you have ChatGPT on your, beautiful. Literally, like I do, whether you type it or record, say you're a solopreneur, videographer, and you need to post on all seven, like literally, I do not believe that people know how to use AIS, yet. Just like we all had to learn how to use a search engine, I remember my first searches were like, wine, enter. You know, you didn't know how to use it. You literally need to ask the most detailed version of this question that you're asking me to ChatGPT and say, which 11 platforms and what process should I use?

1:01:16It will outflank my answer on this and that's what you should do. But brother, there's something that ChatGPT may not say, which is the following. How many hours a day do you work? Don't bullshit me, Rob. I don't give a fuck. How many hours? 10. I think in that 10, you have to allocate one hour a day to this and you need to be more efficient with your nine to get 10 hours of work to nine. One of the biggest mistakes so many of you do in this room is you have one hour meetings for 30 minute meetings. Yes. Yeah. The 15 minute meeting will change your career. I am predominantly 15 minute meetings.

1:02:04I'm either 15 or two hours. The other mistake you make is you're doing an hour meeting for a three hour meeting. We all do it. I've got five full time people and AI trying to analyze this for me all day long and I still know I'm making mistakes every week. But I believe brother, if you get better at your time management on your TED, start learning AI to make you even more effective and you realize that there's just things that you're doing that could be 45 minutes instead of an hour to then give you a full hour. Again, notice what I said earlier, Rob. I think this ability to post on these platforms is more important than knowing how to balance your checkbook.

1:02:47There's almost nothing you do as a solopreneur videographer that is more important than posting for an hour a day on seven platforms. Because it will lead to all of your business acquisition and retention. All of it. You see where I'm going, brother? You're welcome, my man. Can I ask you a question, Gary? Yeah. My team started playing with where they, you know, it's AI, and it's me, and it shoots its own video, and it's an AI video of me talking, and I started to see them. What do you think about when they're making content using the AI video of yourself? That's exactly what's going to happen.

1:03:26Should we be doing that now? The technology is, like, probably a year or two away. Yeah, it's a little bit slow. The way you're gonna make videos is by, the way I'm gonna make videos in 24 months is record, okay, I want a video of me in the snow, wearing a red cap, drinking hot cocoa, with a backdrop that looks like Jackson, Missouri, and I wanna say the following things. And I want my face to be a little more tan like I came from the Bahamas, and I wanna have a little bit of a look of being concerned while I'm talking to everybody about the advancement of AI robots. Enter, video made. That's where it's headed.

1:04:04100%. It's here now. You guys know who know me that I like the jets and that I like wine and that I like garage sailing. Like, you need multiple touch points. Not just this narrow thing that you're a lawyer. It's such a relief to hear you say that because I'm constantly being told the opposite. Like, you know, you can't be all over the place with what you're posting. Who's telling you that? I mean, different people. Name them. No, no, no. But I'm going to a very important point. Who's telling you that? And I always say, judge the person that's giving you advice. I mean, people that are like doing marketing will constantly tell you, you want everything to be very consistent all the time.

1:04:51Are they doing marketing better than me? No.

1:04:58And by the way, by the way, here's a really big insight. I would argue that all of my happiness in life, let alone my professional success, I'm really gonna go for impact here, I want everybody to hear this. I would argue that my happiness in life, let alone my professional success, is predicated on the fact that I love the word and in a world where all of you love the word or.

1:05:30So many of you can become radically successful being incredibly narrow. You can also be successful if you go wide. The reason most people don't go wide, by the way, darling, is most people aren't good enough to go wide. Ooh, now we're getting somewhere. Most people are not interesting or have enough information to go wide. I don't know of a post I've seen you talk about, per se, VaynerMedia. Like you were talking, like, hey, follow me on VaynerMedia. Sign up with this VaynerMedia. I think of VaynerMedia. I think of your massive, like 2 ,500 employees, massive company. I've never seen, like, it's always just the shit you do on a more personal level.

1:06:17My purpose when I post is why is this good for the people on the other side? The reason I've never posted fancy watches or being on private planes or hanging out with famous people is I do not believe it brings anyone value. Oh, shit.

1:06:38That's like against, you know, 10 ,000. No, 100 million social media influencers who rent planes that are not even in the air. I believe that what that normally does when it's posted is not inspire the way that people want to say. I think it's incredibly selfish by the person posting, and I think it triggers insecurities for the person that's consuming. Oh. I don't post about VaynerMedia much because we service Fortune 500 companies. We service Pepsi and Chase Bank and the biggest companies in the world. 99 % of my audience are not in that place. I will post about Vayner a little bit more on LinkedIn.

1:07:29For the people that have followed me, you'll see a snippet in there. But I am obsessed to why this is good for them, not why this makes me feel good. Social media has exposed everyone. It's like money. My friends, money and fame has not changed one person in the history of time. It has exposed everyone. If you're a dick face, and you get money, fame, and power, you become a real dick face. And if you are lucky, like I am, that you were incredibly parented, and had the luck of circumstance of coming from little, and being taught to be nice to people, and have the best mom in the world that made you that way, when you got money, power, and fame, you became a better person.

1:08:24Okay, so I've got my two daughters here. They're 12 and 14. They're here with us.

1:08:32My biggest thing is to just be able to keep them constantly motivated to stay, pay attention to things that you teach and what everybody, what we're learning here. How? Yeah, how. How do you, like, give a suggestion on it. Yeah, I have a lot of thoughts on this. I think, look, first, how many people are parents? Raise your hands. All right, so quite a bit. Look, I think first and foremost, one of the things that I most love talking about is parenting. I'm on the receiving end of somewhere in the ballpark of 10 to 20 ,000 direct messages a week from kids between 13 and 23. And we're analyzing that data with AI a lot.

1:09:15I used to do it by hand. That's how I built my career. So I'm very passionate about this crew, especially because I grew up as a kid who was bad at school during the 80s and 90s, grew up in an immigrant family. Like I was parented different. I had different outcomes. and then I watched what that meant to my life versus what a lot of other people did that they thought was the right way of doing it. When I see that many hands go up, the thing I'm most excited to talk about is parenting and the thing I'm least interested in is to tell someone how to parent their child. So I love talking in general but I think we all have much more context of who our kid is.

1:09:58So I think first of all, both of them are different even though they're just two years apart. I think the best thing that every parent can do in this room is to actually reverse engineer their actual child, not a thesis. Right? You have to actually know who your kid is. You have to actually watch how they evolve. You have to actually care what do they care about not what would you like them to care about. I think these are important frameworks. I also think that we need to be patient and also give them grace. If you're interested in them being constantly motivated, man, my friend, I am so fucking motivated, it's scary.

1:10:38And I've been all 50 years of my life. But there have been chapters in my life, I think back to 28 to 29, where I was like, was that really that motivated that year? Or is that a transition year in my personal life that led to the way that I rolled? You've got to make sure you give them grace. They can't be motivated every second. They're 14 and fucking 12. You know what I mean? So there's a little bit of that. So I think it's knowing when to put the thumb on the scale, knowing when to take it off. For a group like this that has accomplished so much, I'm sure a lot of people in this room are the first generation to accomplish a lot in their family.

1:11:14We all worry about the same shit, which is we came from little, we made fun of kids that had a lot because we outflanked them, and now we don't want our kids to be the kids that we made fun of. We all feel that, who've been through that journey. we need to be careful in that it's very easy in that emotion to lose your relationship or the upside of having a great relationship our kids are different, they've got different variables there's different things going on but I think paying attention to them and seeing what makes them tick really matters and then I think what you're doing now and I see a lot of you are doing it this is what a blessing the number one thing you can do for a kid is give them exposure, right?

1:12:00Show them things. For a lot of them sitting in the room that I see right now, today will be a day that changes the course of how they see it. For others, they may realize they're not that interested in business or marketing and that's a wonderful thing. That may lead them to finding what they want or today at 14, they're not interested and you're leaving deposits and at 24, they might become interested in it and the deposit was left. So I think compassion, patience, and thoughtfulness is required. And I think most of all, and this is number one, and then we'll move on, you must parent your kid based on your kid, not based on what you think people think about your kid.

1:12:45The number one mistake that is happening is that a lot of you, and I mean this, actually care what people think about your kids' accomplishments, their grades, their sports, their money-making, whatever it is that makes you tick. When a child, this is back to 20 ,000 DMs a week, when a child can smell that you are making them do things because you want to show them off to your siblings, your neighbors, or your friends' parents versus pushing them based on what they like or what you believe in, you will lose them. Keep that in mind. This is the least amount of screen time your kids will have in their entire lives.

1:13:27I just hope you all know that what you demonize as screen time today will seem unbelievably mundane in 20 years. We're not going backwards. Our kids are gonna live in pods. VR, AR, AI, they're gonna interact with robots on a day-to-day basis the way we interact with pet animals. I promise you, and all of you who are 40, who's over 45 years old, raise your hands. All of you should know better. I'll tell you why. I'll tell you why. I'll tell you why you should know better. Because you remember when a beeper was crazy good technology.

1:14:13Now, look, I'm of your generation too. I know when kids in high school had beepers, we all thought they were narcs. or drug dealers. But again, all of you should know better. You all remember having a Razor phone or a BlackBerry, right? You remember pre-MySpace. If you were super nerdy, you knew what Friendster was, unlikely. But you remember MySpace, potentially. You know that over the last 20 years, things have evolved so much, so advanced. What do you think's gonna happen? It's just gonna start going backwards? this is the most lightweight integrating with screens and technology of the rest of your lives.

1:14:55You will, if you're so angry at screen time and technology, let me give you a preview. You will look back at today as the golden era and like the good times, because it's gonna get way fucking crazier. Thank you. Andrew, we got back. Larry's got it, go ahead, Mike. And by the way, I apologize. Back to what I said earlier. That is my macro. You can do whatever the hell you want with your kid. I love when people come up to me, they're like, Gary, I know you talk about TikTok, but I hate it. And I hate that my kid's on it. I'm like, so be a fucking parent and take it off their phone. This is the macro I'm talking about.

1:15:36You know your kid, you know what you want, but if you're delusional and you think it's gonna go back to us playing outside with our bikes, well then you may guide your child wrong. So you need to know what's up. But whatever you do, that's your fucking business. Write that down. I'm building a business empire in a specific niche, senior living. Love it. We have the fastest growing in the state of Georgia. Amazing. We're the first black-owned with multiple locations. but at this point we still haven't figured out our marketing on all platforms yet. Let me give you one right away because I've helped a couple friends in senior living.

1:16:22This will crush, crush. If you market videos and pictures to 50 to 70 year olds on Facebook within a five to 10 mile radius of your locations. Got it? I just want to make sure you fully have it. Somebody on the team. I see them. 50 to 70 within 10 miles of the locations with videos and pictures of why your place is good, the videos of it, whatever you have to say. You will crush because that is the demo that is putting their parents into senior living. Got it? So you're targeting people of the age that are higher propensity likelihood to be putting their parents into senior living. 50 to 70, and you're marketing to people that live within 10.

1:17:13In fact, you could probably go up to 25 miles, and you'll need to test. You'll do some 5, 10, 25. You'll see how the math works. You put your phone number in there so that it's clickable in the copy. You will literally build a statue of me in your home. If you do this at scale. Thank you. That is your marketing. Thank you. We owe a computer recycling business. Computer recycling. Yes. So we essentially manage end-of-life of IT assets. That's cool. So we offer services to get the product. We recycle or resell after that. That's cool. Our hardest for us is to get new contracts. Of course. Live cycles of six months to a year to get them.

1:18:03Our target audience is Fortune 100 and 500 companies. How much content and ads are you spending on LinkedIn? None, zero. That's your answer. So... You know that gentleman sitting right in front of you that's going to build a statue in his house of me? This gentleman right there. You also, sir, will build a statue of me if you listen carefully. Okay, perfect. Here's what I'd like you to do. Okay. I want you to make videos and pictures explaining what your company does in a hundred different ways with different adjectives and different settings and different reasons that people would buy you. And I want you to post them organically on LinkedIn.

1:18:42When one of them gets 100 views, I want you to then turn it into an ad and target employees of Fortune 100 companies and change it to who's the human, what's the title of the person that makes the decision in a Fortune 100? Is it a CIO, CTO? Is it HR? Is it CFO? It's a combination of all of the industry. Let's say enterprise, let's say it's a CTO. Great. You can literally run ads on LinkedIn, literally, that will be shown in the feed of Fortune 100 CTOs. That's wild. That's wild. LinkedIn is disproportionately the biggest opportunity in social media marketing if you're in B2B and no one's doing it.

1:19:34They'd rather go to fucking these conferences and get a booth or have sales teams and keep relying on sales teams when marketing. Do you know what companies do sales only? Ones that don't know how to do marketing. Yeah. When you do marketing, the business comes to you. What AI tool you recommend for me to use for LinkedIn specifically to generate the content? Again, back to the question from the young lady to the left of you, I'm gonna put that out, but it's, again, there's 8 ,000, and again, I'm not kidding. Go into chat GPT right now and be like, in detail, tell them where the fuck you live, how many employees you have.

1:20:16AI is not search. Search is like seven words as we all know, right? Three, nine, 13. I don't know if you saw how I used my AI. There's been times when I've recorded for 13 minutes and then hit send. Wow. Got it? Wow. Prompt engineering. I want all of you to write down the word prompt engineering and Google it or chat GPT it and learn what it means. It is one of the great skills that you can teach yourself and everybody you know. It is the term for being good at what I'm talking about. So you should literally go in and say that. what, but first, before you think about the tools, have you ever played tennis?

1:20:57Yeah. How many people have ever played a racket sport? Tennis, pickleball, something great. Have you ever seen, when you've gone to the court, somebody come out that you might be playing or might be on the other court, and they unzip their bag, and they have fucking the best new Roger Federer sneakers, and the fucking outfit with the fucking tights, and they got the armband, and they got the best fucking paddle, and they got the fucking best racket, and the fucking visor, and they're fucking decked the fuck out and you're like, oh shit. And then you watch them play and they fucking blow. Yeah.

1:21:28No game. That's when you over rely on tools. Okay. My friends, the AI tools, this is a perfect mic drop to end. The AI tools will be the commodity. How about that? The tools are going to be the commodity. You knowing how to use the racket, the screwdriver, the wrench, the car. That is gonna be the fucking game. A lot of people complaining about AI, not because they're scared of AI, it's because they've already made too much money and they're a little complacent and they don't want to put in the fucking work.

1:22:13Hey everybody, if you enjoyed this podcast, please go back and look at the prior episodes. They're loaded. I appreciate your attention. And thanks for being part of this. Been out here all morning. Not a single bite. Guess the fish finally figured it out. Just like hackers do when Cisco Duo is on guard. With Duo's end-to-end fishing resistance, every login, every device, every user stays protected. No hooks, no catches, no bites. Cisco Duo. Fishing season is over. Learn more at duo.com. Kearney, see you later