Get Attention and “Embrace the Dirt” for Success with Gary Vee

0:0010 years ago, I made the decision to build my personal brand that was elevated, yet approachable, and reflected who I was, not just what I did. I created my website with ShowIt because it's true drag-and-drop freedom, so you can easily build and update your site. Plus, their real human support team, game changer. Want to try it for yourself? Head to jasminestar.com forward slash ShowIt for a 14-day free trial and first month free when you subscribe. Welcome to the Jasmine Star Show, a place where we talk about life, business, mindset, and today we are talking about day trading attention. I have to tell you that this moment is so much better than I could possibly imagine.

0:37Because not only am I meeting a person who I've looked up to for years and somebody who I have regular conversations with, with my friends, like he is my friend, but the fact that I get to do it with an industry peer, somebody I'm so happy and proud. Welcome back our co-host, Amy Porterfield. Hello. Yes, girl. So we're back. We have a day full of empowering conversations around business. But today, we're really focusing on marketing. I am so happy and proud to introduce founder, entrepreneur, multi-time New York Times bestselling author who's coming back yet again for another punch to our marketing face, Gary Vaynerchuk.

1:14Gary, thank you and welcome to the Jasmine Starr Show. I'm so happy to be here. Thanks for having me. Okay. So I asked Amy to be the co-host and I said, Amy, can you curate a group of people who are so well known about going against the grain? So Amy, can you introduce us how you and Gary got connected? Yeah. So Gary, you do not know this, but I would say 12, 13 years ago. Well, when did Crush It come out? How many years ago was that? 2009, so 15. Okay. I was going to say 15, but I thought it was too much. Gary, geez, we're getting old. 15 years ago, because here's... It just kills me. Because here's the thing.

1:5115 years ago, you wrote Crush It and you did this special promo that if people bought bulk of your book, you would make them a video and we could put the video out in our audience. Well, I had just left Tony Robbins 15 years ago. I had no audience yet. So you can bet I've spent money I didn't have to buy all these books. And then you made a video for me. I got to give all the books out to people that bought my new program. You made a video and I just cherish that. So that's where we started. You didn't know we started back way back then. But of course, I've been a fan. I've read every single book and I've loved everything you've done.

2:25But also the reason I wanted to have you on here is as Jasmine said, she's a huge fan, but you don't know that she calls you Gare Bear. And I think you are her business crush. I mean, I think is your husband okay with this? Fully sanctioned professional business crush. So this is it. And I'm happy that Amy brought up the book by as part of something that she had did because it was a 2015 and I was at an event and somebody generously, graciously handed me a book and said, hey, you really need to read this book by this Gary. And so I get on the plane, I start flipping through the pages and I will tell you that jab, jab, jab, right hook forever changed the trajectory of my life and my career.

3:04Here's why. And this is why I'm so passionate about day trading attention because I can't wait to give this book to other people where I was in that journey. And as I was sitting on that plane, I'm flipping through the pages. And for the first time in my entire life, everything that I had said was ghetto everything I said was like short-sighted everything I was like I don't have a lot of money but I'm just doing what I can here I saw somebody who had built literally an empire doing the very things that I had done so not only did somebody validate it you made it beautiful and you made it real and you made it tactile so then when I started reading dating attention you had said the alternate title of the book was jab jab jab left hook dude Gary I thought that was good that was good but we're here for dating attention and we just want to say thank you.

3:44You are of our people and you are for our people. So we want to dive deep into marketing, get some really practical tips to get us going. So when we're talking aims, we're talking about the theme of going against the grain. Let's start here before we actually get into marketing. So we want to have like a mindset shift. How do we open ourselves to have the courage to do against what is the typical and the norm? Yeah. So Gary, we have a theme for all the interviews we're doing today and it's going against the grain. And I feel as though you are the perfect person to talk about this. Tell me a time that you went against the grain in order to grow what you have today.

4:16And also what kind of risk did you have to take to do it? First of all, ladies, thank you so much. You don't even, you can't comprehend how humbling and warm that all just felt. So thank you. I have a pretty fun answer to this. I'm not sure I've ever not gone against the grain. I agree. And I'm not green. You know, like, yeah. And I think this is where the weird thing is i have not gone with the grain because the grain is not by definition entrepreneurial it tends not to be consumer centric it's definitely never of the moment it's always grounded in yesterday i was at a big marketing conference in miami last week and i said this was for a fortune 500 companies so the bmws the coca-colas right the biggest brands in the world the nissans and i said the thing with big brand marketing that's crazy to me is the industries that romantic about yesterday they love to do television commercials and all this crazy stuff they're obsessed with tomorrow they're thinking about building stores in the metaverse and ai and we suck at today this is what i was saying to the industry and that's i would say that everything I mean, when I told, when my father told his liquor store contemporaries, other guys he grew up with in the liquor store game in New Jersey, that I was building a website for him, multiple guys that he grew up with asked him not to do it because I was going to put him out of business.

5:44when I started Wine Library TV in 2006. My father and my best friend Brandon and my cousin Bobby thought I'd lost my mind and I'm not kidding. Like genuinely. They thought it was weird. They weren't sure what I was doing. I don't know. Like again, Amy, because we've known each other a long time and actually I think you can really put a pin in this. I think a lot of people back then with Crush and all this other stuff, I was saying this stuff in 2008, right? because it came out in 09 people thought i was crazy when i said that people were going to be able to make a hundred thousand dollars a year talking about things they liked i mean i'll be honest with you ladies i don't i don't ever think i am conformed to the norms it's why i got d's and f's my whole life right like i just i knew school wasn't practical it wasn't right for me and i'm so obsessed with the end consumer that I think with the consumer at scale in a way that most people aren't thus it seems what I'm doing is crazy here's a big one this one's gonna land with you two remember when I started filming myself 24 hours a day yes yes when I started doing Daily B and doing DRock and all that a lot of people had a lot of things to say by behind my back who does he think he is this is so ridiculous charlatan you know and now it's the norm it's It's, you know, for so many, like, so, you know, it's the story of my life.

7:11Okay. So question for you then. A lot of people are listening and they do not have the kind of courage or confidence you have to go against the grain. So it was just, it's part of who you are. I think you came out of the womb going against the grain, but a lot of people listening and Gary, our audience, they're making a hundred thousand dollars in their business and they want to make a million, but they are so afraid to do something different. So they continue to do what everyone else is doing. What would you say to them? How do you give them that advice to go against the grain? Against the grain is actually the practical thing to do.

7:43What I say to them is, I know a lot of people that have gone from 100 ,000 to zero because they didn't want to stop doing Google AdWords or email marketing or pamphlets or courses. Or like, what I would say to them is, if you don't put yourself out of business, someone else is going to do it for you. Amen. So, right. Just because I want to make sure everyone understood So what I was saying there, when I say put yourself out of business, it means you need to try to do different things that might not work. You're not going to put yourself out of business. But what I mean by that is you need to innovate new things for you.

8:17Because if you don't, someone else is going to do it. And then you're going to be out. I mean, look at search. We're literally living in the pre-dawn of AI. The meta AI, the chat GPT. these like you know many people run their entire business by google adwords what if people stop going to google to search right that's like all the people that lived on yellow pages when i was doing websites and i said you're gonna lose you need to have a website and search engines are coming but now people make fun of all those people like when i would do talks and everyone like the yellow pages people they would all laugh but now they've become the yellow pages people their one-dimensional Google search.

8:58So when you talk about, if I may, we share a mutual friend and peer. And when you talk about doing the things that are practical, that the thing that is going to keep us in business, that's going to keep us moving forward is doing the things that is unexpected. And yes, it does take a little courage, but oftentimes we look at that as like the nitty gritty work. And there was an observation that I read from Sahil Bloom. and I feel like if I could read it, it perfectly capsulizes what it is. You gotta love the dirt. Gary has had an incredible longevity in his career as an entrepreneur and a creator.

9:30We were chatting about what one allows and continues to thrive in their business over long periods of time and his reply is, you gotta love the dirt. The dirt is where you start. It's where you build initial success, doing the things that don't scale, talking to customers, spending time in the details, testing and learning fast. It's where you find the early gold. But too many people get a taste of that gold and leave the dirt behind, head up to the skybox and never build down in the dirt again. This is why they don't last. The dirt is where the game is played and the dirt is where the gold is found.

10:01When somebody here is listening and they see what you have done and they see what you have built, what does the dirt look like for Gary now? Like here you are with this amazing book and we're going to actually get into the amazing practical marketing applications. But before we actually get to somebody doing implementation, what we have discovered so deeply and distinctly is that so many people can't get past that initial fear or the stigma of what it means being in the dirt and so here you are embodying it what does the dirt look like for you now because we know there's youtube days of wine library what does it look like now you know i think the reason for example there still is a gary v brand is because i want to be in the dirt i mean what does the dirt look like when i post social media content right when i post it i'm literally i'm writing the copy to my team of the post right like that's right that's right i am like literally writing the copy right yes it is i don't know what else to tell you like i'm reading i mean literally here's the post of all of you do like i obviously this will come up but here's the post and there's the copy to the post i'm the copywriter for my social media posts that's right i'm also reading the comments i'm dming people i'm you know in the book i talk about this role called the pcs the post creative strategist this is the person that reads all the comments after you post something for i do that i'm a pcs i strategize the first second of the creative i talk to the team i i like to your point it's happening right now in the meta i'm at a point in my career thank god where this book will sell very well if I did no podcasts and no content.

11:43It will. But I want to do it for two reasons. Very frankly, I'm so flattered that I know this is like a nice thing for you too. Like, I don't know how to not continue to do that. I want to give back to the game that built me. And number two, there are many people that are going to listen to this that are really hearing me in detail for the first time or might not even have a great perception of me but i love you too and we're like wait a minute i never got past the loud or the curse and like there is more like so i i never have i never have a part of me that isn't interested in leaning into humility at all costs and another way to say the dirt is having the humility to keep doing the core principles that allow you to have the pulse of the consumer yes and amen okay so let me be a devil's advocate, so many business teachers and mentors will say, you have to leverage so much in your business.

12:42You can't be doing it all. You can't be in the comments. You can't be writing the copy. You hire someone. So you're never going to scale if you try to do it all. But I feel like you're so different than that. So what would you say to that? That both work. I have 43 full-time employees on my personal brand. Really? 43 employees on your personal brand? maybe 29 now we're sending a lot of them into vayner media okay a lot of them on my team and then but i believe in both i didn't make all these videos my team post producer dustin still me right now there he is there he is where is he hi so so i think both are true i think i think that you know first you have to be able to afford a team i did all my own stuff for the first seven years yes then once you can afford a team this goes back to what sahil captured from our drinks like cool but you're also allowed to be in the dirt with your team yes because think of it as like farming so at first you have a little farm and you're the farmer and then like things get going and your corn is selling and then you have enough money to hire someone and they're in the field with you but you should be in the field with them i agree and don't you think tell me if you agree or not with this, where when you're first starting out, I was just like you, Jasmine is too, we did everything in the beginning.

14:00But I sometimes work with people that the minute they start a business, they want to outsource a bunch of the stuff, especially the marketing. Well, because, well, first of all, yes. And there's a couple reasons. First of all, most people start a business to buy a Lamborghini or a beach house. Right. So they're already dead on arrival because they're not doing it for the game, they're doing it for the money and so the reason they get out of the dirt is because they don't like the dirt they don't respect the dirt they don't appreciate the dirt they're trying to get to the penthouse and in fact there a lot of people try to not be in the dirt ever they somehow like it's it's very funny out there and that happens in everything there's parents that are like that they never really wanted to parent there's there's coaches that think they're going to hire two assistant coaches and they're going to do everything and they're going to walk around and say they're the coach of the baseball team like all things come in all shapes and sizes there's people that think that will be in great shape without eating right and going to the gym like okay like knock yourself out it's not gonna work out like so yeah i mean i think and marketing to your point they want to outsource because a lot of people don't know how to do it marketing is hard it's hard it is it's hard it's a dirty secret that people don't want to admit like this shit's hard this is what i mean did the two of you or just one of you get to skim the book or read the book where you at with it i've read the book and i got a little bit later but i've started it so here's the thing one of the one of the things that was cited in the book was like a kind of like three movements in social media so we started off algorithmically so you would be posting post and you saw it whenever you logged in and so you'd be able to catch up with whatever that looked like and then the algorithm really changed whether you had the edge rank you're being shown content by people who you know it's who you follow and then you express in the book the TikTokification of what it means in the algorithm.

15:49It's not just showing you people who you follow because your time and over time, your interest change. It's actually showing things that you have engaged with. So can you explain that in a little bit of granular detail? Now we're going to get in the dirt. And I think we'd like to close the show with Up in the Clouds. What's next for us and how implementing these strategies, really being in the dirt, the dirt in our hair and underneath our fingernails is empowering us to do the next level thing, both inside and outside of VaynerMedia. So ladies, I think the thing that's really crazy is, you know, crush it.

16:18In a lot of ways, this is the follow-up to job, job, job, right hook, but there's a lot of crush it elements, which is like, if you do this well, if you want to be known for being a peanut butter expert, or being, you know, a businesswoman boss, or being a landscaper, or known for, you know, beauty, like, you implement this, you will get awareness, you will have opportunity. But, what's interesting about it is, it's easier now than when I wrote Crush It or Jab, Jab, Jab, Right Hook. Because to your point, and you broke it down beautifully, Jess, like it used to be email marketing. You would try to get as many people to follow you as possible and then a percentage of them would see your content.

17:00Now, individual pieces of content find their audience. It's the interest graph, right? Back to visuals. This is Facebook, Twitter, and the Tumblr stock. They were companies that I first invested in. When I invested in Tumblr, I thought that Tumblr was going to be bigger than Facebook and Twitter because I was obsessed with this idea of following interests, not people. Because I felt interests had more evergreen than people because I knew that a lot of people were going to be young. And things change a lot with your social graph between high school to college, college to post-college, and even your 20s into your 30s.

17:32And so, pre-kids. so it made sense to me that like my love affair with the new york jets or hip-hop or video games or trading cards would stay with me much longer than maybe the kids i grew up with but then when i moved away or my college friends and we moved away like and so we are now in the interest graph world and so for everyone who's listening this is very exciting you've got three people in here put a lot of work in to building audience and being known the fact that you at home if you're good enough with your content this is why i wrote the book with such detail of how to be good at the content your speed in getting awareness is much faster i had to build a slow building over time to become a big building people can get it faster now because the algorithm like if you're that person you can go from zero to a million followers way faster now because your content will be seen And so we now live in the interest graph algorithmic TikTok-ification world, meaning TikTok started that trend, musically TikTok, and now every single platform from LinkedIn to YouTube Shorts to Facebook to Twitter to Instagram to threads, it's the content's reaching an audience that might like it, not who followed you.

18:51Yes, a percentage of who followed you, but it's a whole different game. You know, you start off the book with such a palpable story with dog face. And the reason why it hit home for me, and I want to be very clear, if you are looking, if you're a business owner and you're looking for a manual, an SOP of digital marketing right now, this is it. At the end of the book, there are a litany of examples. You do not have an excuse after reading the book to know what to do or what to try. And I want to just like hone in on one key point. If there's one sentence out of this whole book that you could walk away with is there's never been a greater time for you to get attention on social media because you're no longer on the outskirts of getting people interested in you.

19:29All you need to do now. Which is insane, ladies, because, you know, I'm starting to interrupt, but now it's insane because you would think it's counterintuitive. Everyone listening right now would think, oh, these three have really earned over the last decade or half decade this spot. How could I have done nothing? I don't even have an account. Oh, my God. exactly they can blow us out of the water exactly yes great point that's insane insane that's insane when i think about what i believe in i'm like oh my god this is like the greatest gift ever and people are going to blow it because they're going to come up with excuses your point is taken i wrote this book to suffocate every excuse and yet people won't do it and i know that because look the foundations of being in shape are out there with eating and exercising we all know it's not like you don't know it's not like i'm walking around being like no i think if i eat a ton of carbs and don't exercise it's all going to be epic like we know it but can you do it so true so what are the common things that you see stopping like you've you speak on stages you go in from the boardrooms to warehouses to schools well this is stopping now i you two are going to like this is how I evolved into the Gary Vaynerchuk I am now.

20:48I used to think it was tactics and all my books were written like that. And then I realized it was insecurity. Absolutely. Because even in your story in the beginning of the book, Dogface almost didn't even post that video that got the millions and millions of views. And Gary, I've got to tell you, I'm very guilty of not posting videos because I think I look like an idiot. And I know reading your book, I know that's one of the biggest mistakes because you say someone else is going to find it valuable just get it out there but many of us stop yeah and look it's hard like many of us stop because we're insecure about yes we love yes the way we sound like whatever it is yeah people don't like the sound like i hate it i hear people saying i don't like the sound of my voice i'm like why it makes me want to cry for them.

21:33It makes me emotional. So what do you say to them? Gary, just yesterday. I say that I'm desperately scared of regret. Everyone's got 90, got something, and you're going to be like, why didn't I? Yes. Yes. Just yesterday, I had a gentleman tell me on a live video, Amy, I want to post these videos. I'm making them like you say I need to make them. But I look at myself and I'm 60 years old and I look so old and I look around and everyone's young on TikTok and I just can't do it. And you're saying, but it's that regret if you don't. That's correct. Because he's going to be 80, not 60, and he's going to think he looks phenomenal at 60.

22:11Amen. Number two, I live my life out of the great fear of regret and I think everyone ends up there. Whatever you're scared of now, it's not going to be as scary as being 91 and realizing you never followed your true self. Yes. Okay, so I didn't think we were going to go here, but here we are. So when we talk about making scary decisions, I've talked openly on my podcast about how back in 2017, there was an opportunity for an event through VaynerMedia called 4Ds. And it was$10 ,000 at the time. I don't even know. It's probably a lot more now. But at the time, it was$10 ,000 to spend a day at VaynerMedia with the Vayner team.

22:50And then you would come in and you would do a one hour Q &A at the end of the day. And I got this invitation via email. And I don't even think there was a website. I don't even think there was like a sales page. and I thought it was the craziest idea. I asked my best friend, I asked my dad, I asked my husband, business partner. I'm like, I think this is a crazy idea. And I made the commitment and I went, it was phenomenal. I had the best time. I sat around a conference table with 19 other incredible entrepreneurs and I walked away from that event asking a question and knowing that I would get an answer that would change my career.

23:18And it did. That year, based on a lot of conversations we had in the room, had built out a team and then yet another seven figure revenue stream in the business. So I looked back at that event and I was like, wow, that was game changing. Well, a little bit ago, we talk about making another big decision. I got an invite to be a part of a program called Vive. See, it's so new. I didn't actually know how to pronounce it. Vive. And it was a considerable investment to join a four-month program through the team with Vayner and having access and proximity to you. So I went through the application process.

23:50They told me how much it was going to be. And I was like, oh my God, this is crazy. Is this crazy? And then my husband looked across from me and he said, looking back now at who you were at 2017, having invested$10 ,000, you wouldn't even blink an eye to do that today. He's like, what if we were to build the next level of this business to look back at this investment and think it wasn't even a thing. So when we think about making these big decisions and big investments, leveraging your personal brand, talking about what you're doing on the back of social media, I have consistently followed suit.

24:20I will continue to post. I will continue to show up. I will continue to still feel awkward, but not want to live with regret. And so then we get to this point where somebody says, okay, now it's time for me to bet on me. Is there a time in your life or career where you said, I'm going to bet on me? And then what came out from that opportunity? I mean, I've only bet on me, right? The biggest bet I probably made was the first one, which was, I believe that I'm so remarkable. Thank you, mom. I think I can actually spend the first 10 to 15 years of my career building a business for my parents and then leaving with nothing and starting over you know my story has been massaged for i mean many people know my actual story but there are many people because i read the comments who like to think like my i mean i read a comment the other day on a tiktok post they're like how do we listen to this guy he inherited a winery i laughed so hard when i read that i'm like first of all it's liquor store in new jersey and second of all who owns it now i sure don't like i i think the biggest bet i ever made on me was actually that i wouldn't resent my parents and that's probably the biggest bet i made i knew that i loved them so much and i admired them so much and that i thought i was so capable i mean it's pretty insane in hindsight at the time it seemed really illogical to me but it's pretty insane to like decide when you're me that you're gonna go work in your dad's liquor store for what ended up being every day for 12 years, and I'm still close to it.

25:52Every day, six or seven days a week, 10 or 15 hours a day, give up your entire 20s of enjoyment and joy, and never get paid$100 ,000 a year while you build them a massive business and then leave and start VaynerMedia. And I had so little money, I had to start it in Buddy Media's conference room because I didn't have money to pay for rent. That's crazy. Yes. So as we - I bet on myself emotionally. Think about what I did. I bet on myself emotionally. I thought I would be emotionally strong enough to not be upset that I did that. And I ended up being very right. Absolutely. Gary, I was thinking when you were saying that, I'm sure you've been asked this question a bunch of times, but I've got to ask it.

26:37Let's pretend that today you are starting from scratch. Let's pretend that you do not know all you know about social media. You know every which way compared to most people, but you're the average person just starting out. You want a dog walking business, but you want to teach people how to train their dogs online as well. Okay. Can we actually workshop this? Because Gary, you have a ton of examples in the book. So we're going to look at this as like an amouche bouche. Like prior to the filet mignon arriving to the table when you get that book, what we want to do is give somebody who right now is sitting with just their phone.

27:14Yes. They don't have a ring light. They have a virtual assistant who helps them five to seven hours a week. They are at a hundred thousand dollars. They want to explode their dog walking business. They feel very stretched for time. This is likely a side hustle that has taken over some of their full-time work, but they still have another job. What are you telling this person to do? So three action items that they can do this week to get from here to there. Great. Let's go. Okay, let's go. Number one strategy. So let's talk about this. The way you set it up, I'll give you the actual answer. Hey, Sally or Johnny, you've gotten to$100 ,000 as a side hustle.

27:51We're halfway home. By the way, I'll make this even more exciting. If somebody has made$11 ,000. Yeah, let's go there. I'm going to go there. Yeah. So you're telling me you've made$11 ,000 either in ads from YouTube or you sold a t-shirt or you've done two brand deals. And wait a minute, you're telling me you're doing that with one or two hours a night because you got a family and need some rest and you actually work nine to five to begin with it and there's a commute. And you've been able to make$11 ,000 with just an hour or so. Like that means you already have the propensity and the knowledge that this could easily be$200 ,000 if you just amortize out the hours, right?

28:32Or 400 ,000. So first it's just a strategy of realizing it can happen because most people don't think it can happen for them. What do you mean amortize the hours? Well, if you make$11 ,000 and you only spend an hour a day on it, and that means you're putting five hours a week because on the weekends, your kids have three different sports and this, that, the other thing. Well, if you're spending five hours on it a week to make$11 ,000, what happens if you spend 60 hours on it? Okay. Right? Yes. Game on. Amortize the average amount of money you make per hour. what happens is once you give up the job and you go full time on it and of course we have to talk about savings and be able to afford to make the leap there's things to talk through here but the first place i go to to the person you just talked about is making them realize that there's a high percentage chance that if they've already made 11 000 not zero right who's saying i'm gonna i don't want to hear your i'm gonna only talking to people that have done and have made over ten thousand dollars as a one hour side hustle a day now if you tell me no no gary i actually put 29 hours into ten thousand then i'm like okay let's take a step back you're not as good as that other person right because it's just math but what i what i want them to know is they can they need to know they can okay so what are the three things this person right now what are the three things that you're saying listen buy the book after the book here are the three things i need you to do or try this week real real talk if they and you know this ladies if they buy the book all the answers to my question are in the book and i don't mean that as a book plug like go to pirate bay and steal it i don't buy the book it is very actionable it is very it is it is a homework here's what you two know because you guys are deeper like this is even deeper like jazz this is really fun like you may know you probably agree with me on this this deeper than four d's oh yeah oh yeah this 20 dollars right right so what do i think the answer is very simple i believe whoever makes the most amount of meaningful content in the world wins whether that's youtube me alex earl charlie d 'amelio logan paul like like i don't know like it's not complicated whoever is best at social media creative organically not hang ads in that scenario the dog walking person needs to make as much content as she can about dog walking Now there's ways to do that.

30:57Someone's like, well, where everyone gets stuck is what do I make? All the time, Gary. It's the number one question. Well, just green screen alone. I can literally right now Google. I'm going to do it, actually. I can Google dog walking. I'm going to do this on Spotify. We might as well do it. Dog walk. All right. When I type in dog walking, now I'm going to go to a very important place on Google. News. Okay. Right? Oh, I see what he's doing. I know what he's doing. Prepare your heart. Kim Kardashian used to be Madonna's dog walker. Right? Yes. Literally. I recently saw that. I did see that online.

31:35Yes. Well, if you're a dog walker, I'm screenshooting this like I just did. And I'm making a green screen that says, hey, everybody, see what dog walking can do for you. and the fact that you responded that way that all of a sudden becomes a video that might get 80 000 views on tiktok from someone who's never made a video or has historically sucked at it they did a green screen there was no production value i can do my own green screens when i started doing them on my team chat i'm like all of you are in trouble i might not need any but here's why it's important when that gets 80 000 views because my profile on instagram youtube shorts, TikTok is perfectly done.

32:18My bio is right. My link is there. My phone number is there. My email is there. You're going to get seven customers from it. And on and on and on and on. There's nothing more important than organic social media. Okay. I agree. But using your book, because I write notes in my books and my friends, when I share my books, they write notes back to me, but I had written more relevant to a variety of demographics is what results in sales. So content isn't enough. Content that scales a brand revenue is the goal. But you had said that relevancy is the stuff that is going to get you the results that you want.

32:53That was the key thing that I took away as the biggest takeaway. It's not just content. It's relevant content. So using that Kim Kardashian and Madonna, it would be, well, you can talk about dog walking and get attention from somebody who would never be paying attention to you because if you could hashtag Kardashian or Madonna. That's right. I just wanted to make sure that we're connecting the dog. Let me give you another one. I'm just going to keep flowing. let's go now now as a dog walker you make a video that's titled why dog walking is the perfect first job for your 14 year olds and then the video is hey parents do you have a child that you're ready to get a job for but they're kind of pushing back because they're cliche gen z let's talk about dog walking now why that's important when you put that into the algorithms that's going to reach parents got it yep yep okay so can we go ahead let's go let's take this to the next level now this is the dog walker who is in des moines and wants to drive business using the green screen so while it's great that they can get attention and go viral on tiktok that's actually not their main goal their main goal is to get walkers there yes how do we connect the dots between des moines dog walking green screen like let's go easy so now you do kim karnashian now you do the 14 year old mom thing now you do something else about best practices for dog walking now you do something that's titled why german shepherds are perfect for dog walkers and you do all this stuff you put it all organic to your point it's hitting the world but the first four videos including the madonna kim kardashian one only get 40 views because you know you just started right but the second one that says why every poodle owner should not get a dog walker in the first six months it's titled that way and you talk about when that one gets 8 000 now you're like wait a minute this video is better than the other ones then you take that video you slightly tweak it you take the original video and at the end you add another part of the video and if you need a dog walker hey Des Moines if you need a dog walker I'm available link in bio here's my email you then run an ad there you go There you go.