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Gary Vaynerchuk Is Full Of Shit

Peter · April 8, 2020 · 1 Comment

Gary Vaynerchuk Is Full Of Shit. Too Harsh?

Before I get to the meat, as in the why of the “Gary Vaynerchuk Is Full Of Shit” blog post (the original, below) I want to point out that this post has received 6,369 views as of today. Clearly, the keyword Gary Vaynerchuk travels. Understatement. Saying ‘shit’ probably does not hurt either.

Plus, for all of you SEO geeks, Animalz told me to update this post.

Let me start with the word ‘shit’.

Here’s a story from my first days in Oregon after I purchased Citrus, my advertising agency. I am a born and bred New Yorker. “Fuck” is in our daily vocabulary. As someone who has lived around the world, I’ve modified the use of ‘fuck’ because some cultures are not as upfront as us. After I moved to Portland I found myself in an early AM meeting and I hear myself saying ‘fuck’. Being a highly sensitive type, I turn to the woman next to me and ask, “Oh, sorry, is it OK to say Fuck in a Portland meeting?” She says, “It’s OK to say it – but only twice.” I love Portland! That was one of my intros to the culture of Oregon.

OK back to Gary Vaynerchuk is full of shit.

Am I being too harsh? No. A while back I wrote on Linkedin about Gary’s take on traditional advertising. He did two minutes of dumping on the world of advertising which ran on an Ad Age Digital Crash Course segment. To maybe to make it easier for you, here’s the copy from the post from Linkedin…

I just watched the Gary Vaynerchuk episode of the Ad Age Digital Crash Course.

My take: Gary is full of shit. (OK, mostly).

First a moment of background. When I lived in New Jersey I was a happy customer of his huge wine shop and as an early digital media adopter, I was well aware of his significant social media foresight and skills. Gary was early and right. And, in a world of ad agency growth issues, he has managed to build a 500 person agency. Bravo.

Here’s the ‘shit’ part. In the video, Gary pontificates in ‘Gary Speak’ about how sales and marketing are not aligned i.e. agencies don’t care about selling products (only about winning awards); that emotion does not sell (tell that to “Think Different”); that ‘traditional’ advertising is inefficient (like much of digital isn’t); that creatives might want to consider shooting 10 spots for $300K each vs. one for $3 million (what world is he living in?) and that maybe we should think about testing advertising before we run it (hmm… that’s a new one).

I love self-promotion. And I get railing at the old ways of doing business to further one’s cause. But, please, cut the way too obvious crap and don’t be insulting.

Look, I get self-promotion. But, please, do not be so insulting (even if you are a little bit right.)

But, But.

I actually like Gary and his Garyvee persona. I have super respect for his personal branding and VERY high energy. And, I dig that he has been well ahead of the curve re new technologies and marketing platforms like Instagram and now TikTok. Frankly, way too ahead of many advertising agencies.

And… I’ve said nice things about Gary in the past. Old school advertising CEO.

Side note: Gary will also star in one of my new videos.

Now This: My 2020 Advertising Agency Survival Guide

Here is another well-viewed post… The Advertising Agency Survival Guide

Three Must Have Social Media Content Strategies

Peter · March 8, 2020 · Leave a Comment

Repeated For Effect: Here are three important social media content terms and strategies to add to your advertising agency’s 2020 marketing plan.

The world of social media “content” (what a strange, and a bit anti-descriptive, term) is going through major changes and increasing challenges. Getting seen is muy difficult. Example: there are now over 500 million blogs. There were 150 million in 2010. Instagram addicts upload over 95 million posts and 400 million stories every day. Given this content and brand attention-seeking barrage… How does one stand out in an overrun world of social media content?

I could give you more stats that show how difficult it is to break out from the clutter. I won’t here. All you have to do is a quick search to see lots of websites that list stats for every corner of the social media landscape.

So, back to the question… “how do you stand out?”

Three Social Media Content Terms and Strategies You Should Be Thinking About Using.

1. Omnichannel.

Today one has to think through getting past a one or even two-channel strategy. Too often I see advertising agencies concentrate on one channel. Examples… blogs or LinkedIn or Facebook or Twitter – or you name it. Simply put, in a world of serious customer ADHD, you and your sales prospects will use Youtube, Netflix, multiple phone apps, maybe a blog, and on — today. The way to get out in front of this craziness is to go Omnichannel. Just do it, use more than one channel in your marketing. Here is a Wikipedia definition.

Omnichannel is a cross-channel content strategy that organizations use to improve their user experience and drive better relationships with their audience across points of contact. Rather than working in parallel, communication channels and their supporting resources are designed and orchestrated to cooperate.

2. Content Sprouting.

For years I have been advocating what I have called content amplification. [Read more…] about Three Must Have Social Media Content Strategies

Gary Vaynerchuk Loves You And Your Ad Agency

Peter · December 2, 2019 · Leave a Comment

Contrary to (some) popular belief, Gary Vaynerchuk actually loves you and your advertising agency. He wants to help you grow. Here is my take on today’s Gary Vaynerchuk plus a rather inspiring B2B marketing video.

FYI: One of my best-read blog posts is “Gary Vaynerchuk Is Full Of Shit.” It is a response to his early damning of the advertising industry. Take a read. By the way, it has been read over 5,000 times. Why? Well, putting “Gary Vaynerchuk’ and “Full Of Shit” in your headline gets Google’s attention and speaks to my audience.

My original sense of Gary being full of shit stemmed from Gary’s 2015’s “Do you know the problem with Marketing?” episode of the Ad Age Digital Crash Course:

Here’s the ‘shit’ part. In the video, GaryVee pontificates in ‘Gary Speak’ about how advertising agencies don’t care about selling products (only about winning awards); that emotion does not sell (tell that to Apple’s “Think Different”); that ‘traditional’ advertising is inefficient (like much of digital isn’t); that creatives might want to consider shooting 10 spots for $300K each vs. one for $3 million (this is a new idea??? what world is he living in?) and that maybe we should think about testing advertising before we run it (hmm… that’s a new one).

I love self-promotion. And I get railing at the old ways of doing business to further one’s cause. But, please, cut the way too obvious crap and don’t be insulting.

Gary Vaynerchuk Is Not Full Of Shit – He Wants To Love You (And Your Ad Agency)

OK, that was Gary in 2015 when he was building Vaynermedia and needed some service differentiation. Let’s cut to 2019. He recently spoke to a meeting of the Association of Independent Mortgage Experts. Watch the speech and Q&A below. Gary has both mellowed and has a lot of insight to deliver – to any B2B marketer. Just like your advertising agency.

A couple of Gary’s key points:

Buy underpriced attention for your agency marketing. This includes hammering underutilized LinkedIn. Hammer. Post like 40X a day.

Create longer content, like Gary’s videos, and cut them up for distribution. Amplify everything.

Don’t go out and hire a “social media expert” to run your program. YOU spend the 50 hours to learn it before you can ever judge the value of the freelancer/expert. I remember asking advertising agency CEO’s at Advertising Week if they ever placed a Google ad. The answer was no. I was like, are you kidding me? Do you even know WTF is going on?

Gary was asked how he finds the time to get things done. His answer – you probably waste three hours a day on really stupid shit. That 1-hour meeting should be 15 minutes.

If you run a local advertising agency, let’s say in Raleigh Durham, create a local show. Do a podcast, a local newsletter, a blog… just become known locally for your agency voice.

Big One: Romance your clients. Ever say thank you? Call up a client one year later to discuss that great project you did 12 months earlier? Send an unexpected gift? Call back a prospect that has fallen off your A-List? Find a good reason to say, Howdy.

The GaryVee Video…

Seven Powerful Ideas To Help You Attract That Desirable Advertising Agency Client

Peter · November 4, 2019 · Leave a Comment

Imagine that you are a desirable advertising agency client. The desirable (to me) client = has a decent budget; respects marketing and what my agency could do for them; has a famous name and are nice people (If I got three out of four of these attributes I was usually happy. My client Nike got all four.)

Now imagine how many incoming sales messages a client like this gets every month from the aspiring advertising agency universe? I’m talking about direct sales messages.

To find out, I asked Lee McKnight, Vice President Sales at RSW/US. RSW/US has consistently provided a research-oriented perspective on the advertising agency business development marketplace.

Marketers Are Inundated – The Insane Math

Inundated is the best word I can use to describe the life of an average prospective marketing communications client. Here are a couple of stats from Lee:

The desirable client gets from 5 to 15 advertising agency emails per month.

Incoming telephone calls average 2 to 5 a month. Phone contacts are lower because, according to Lee, “Most agencies are afraid to pick up the phone, even when they have a new business director, the tendency is to rely on LinkedIn and email.”

So, you are Ms. Client trying to get her 10 hour day moving along – it is not hard to imagine that you might get 20 (or more) incoming advertising agency sales messages a month.

But, but there is more. This client also gets vendor and media contacts. Yikes.

The of-course question is: How can you get a prospect’s attention and then interest in hearing what you have to say?

Breaking Through The Clutter

Here are my top seven clutter busters:

Make sure you have something to offer the prospect. This might sound like it does not need to be said. But, too often agencies just roll the dice without any forethought about why the client might ever be interested. “HI HI, we are here” is not an effective sales pitch.
Create sales personas for the client types you want to reach and entice. Who are they / what do they need / what are there pain points / what do they look like / what might be job issues?
Have a sales plan that includes an account-based marketing schedule and a sales messaging progression.
Create a set of insights that must be read. Figure out more than one platform for your thinking. Get efficient. Amplify your messaging. That uber desirable advertising agency client – the ones you want – need to learn about how to grow their sales. Help them.
Attack specific categories so you can use and reuse ‘expert-oriented’ sales messages that can be easily tailored to multiple clients. Why recreate the wheel for every client? But, do not be too universal – you want to speak directly to that prospect.
Learn how to do warm vs. cold sales calls. Read this: Advertising Agency Business Development and Cold Calling.
Think hard about how to look and sound different. How can you and your insights and messages and outbound tools be unignorable? You know, how can you break through the clutter? Sameness does not work.

Gary Vaynerchuk Is Full Of Shit

Gary Vaynerchuk Is Full Of Shit. Too Harsh?

Let me start with the word ‘shit’.

OK back to Gary Vaynerchuk is full of shit.

But, But.

Now This: My 2020 Advertising Agency Survival Guide

Gary Vaynerchuk Loves You And Your Ad Agency

Gary Vaynerchuk Is Not Full Of Shit – He Wants To Love You (And Your Ad Agency)

A couple of Gary’s key points:

Seven Powerful Ideas To Help You Attract That Desirable Advertising Agency Client

Marketers Are Inundated – The Insane Math

Breaking Through The Clutter

I busted through sales clutter for Saatchi & Saatchi and my own advertising agency. I got the attention of that allusive advertising agency client.

**Let’s talk about growing your business. You are in a hurry, right?**

Contact me and take me up on my free Vito Corleone offer.

Search Results for: linkedin

Gary Vaynerchuk Is Full Of Shit. Too Harsh?

Let me start with the word ‘shit’.

OK back to Gary Vaynerchuk is full of shit.

But, But.

Now This: My 2020 Advertising Agency Survival Guide

Three Social Media Content Terms and Strategies You Should Be Thinking About Using.

1. Omnichannel.

2. Content Sprouting.

Gary Vaynerchuk Is Not Full Of Shit – He Wants To Love You (And Your Ad Agency)

A couple of Gary’s key points:

Marketers Are Inundated – The Insane Math

Breaking Through The Clutter

I busted through sales clutter for Saatchi & Saatchi and my own advertising agency. I got the attention of that allusive advertising agency client.

Let’s talk about growing your business. You are in a hurry, right?

Contact me and take me up on my free Vito Corleone offer.

A Bit Of Set Up To “How Small Advertising Agencies Can Win Big Clients”

Huge Client Mondelez And Small Agencies

The Truth: Small Advertising Agencies Can Win Big

**Let’s talk about growing your business. You are in a hurry, right?**