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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…

A New Advertising Book?

Peter · September 12, 2019 · Leave a Comment

Should I Write Another Advertising Book?

Should you write your advertising (agency) book?

I’ve written and produced four books since I sold my Portland advertising agency in 2012. I am now thinking of “writing” a new advertising book based on a tight edit of the best thinking I’ve delivered on this blog. I currently have well over 300,000 words here. The blog posts have been viewed over 340,000 times.

I’ll discuss why to bother turning the blog into an advertising book a bit later in this post.

Some History. Books I’ve Written.

These include:

Boomercide: From Woodstock to Suicide. This was my training wheels book on the, dare I say it, interesting subject of using suicide as a financial planning tool. When I sold my agency, my accountant said there are two things we can control: how much money you have and how much you spend. However, there is another major factor we cannot control: how long your money has to last. I went, um, why can’t I control the length of my life. Buy Boomercide here.

The Levitan Pitch. Buy This Book. Win More Pitches. I have read every book on pitching and presenting. This is without question the best book on this subject. Join thousands of other agency leaders and buy this book here. Or, pitch against the agencies that read my tome, and, dare I say it, possibly lose.

Potlandia and Jointlandia are two photo books I researched and shot about the early days of the burgeoning legal cannabis market. I shot these because I am an in investor in Portland’s cannabis industry and was fascinated by the early attempts (almost hippie-like attempts) at product and retail branding in what is now a billion-dollar marketplace. You can see these books right here. While you are at it, take a look at my other photographs. I am currently traveling around the world to photograph people on every continent.

Why Write A Business Book?

I think that there are four reasons to write a business book – an advertising book by me, a consultant, or your agency. [Read more…] about A New Advertising Book?

Google And Your Advertising Agency Podcast

Peter · September 6, 2019 · Leave a Comment

Do you have an advertising agency podcast? Yes? Cool. If not, Google might give you a new reason to consider having one.

You know that Google wants to eat your advertising agency’s lunch. How? By moving their considerable power to a no click environment. That means in an ever-increasing search universe, many searchers, your Google target market, are getting all the information they need from the Google home page or directly from a Google service. Ever search for flights on Google? Chances are the first thing you did was to go to Google’s own flight search.

Big Time Google Advertising Agency Podcast SEO Benefits

Now Google wants to get on the podcast wagon. They’ll deliver podcast information directly in search results. Like, why search beyond Google on podcast platforms for podcasts. What do I mean? Here is some copy from Google itself.

“Starting today, when you’re searching for a podcast about a topic on Google – such as “podcasts about Awkwafina” or “Instant Pot recipe podcasts” – we’ll show you playable episodes in Search results alongside web pages, news, images and videos. We’ll surface these episodes based on Google’s understanding of what’s being talked about on a podcast, so you can find even more relevant information about a topic in audio form.”

And from SEO-Hacker:

With podcasts becoming present in Google search results, this makes promoting podcasts much easier, while making them more accessible to a wider audience thanks to the increased searchability. The increased convenience helps make the listening experience more efficient while making more users discover new podcasts without having to browse and search through hosting platforms.

I’ll keep it simple:

Google will highlight information about individual podcasts in related searches. Example: Do you want to own an advertising-related podcast about “Instagram video advertising”? Google will find you.

Google will also transcribe some podcasts into text. Yikes!

This can be good stuff for your advertising agency podcast.

Ready? Go.

Beat the agency down the street to podcast subject ownership.

Time To Kill Your Advertising Agency Blog?

Peter · August 13, 2019 · 2 Comments

Is It Time To Kill Your Advertising Agency Blog?

I’ve updated my 2017 blog post about the power of the advertising agency blog and the question of should y’all continue to go for it or kill it. To blog or not?

I think that this is a big question that should be reviewed every year. Another question. Would anyone miss your blog?

To help answer these, I am going to discuss the pros and cons of advertising agency blogging. The kind of content creation that has been considered an integral element in an agency’s business development program. Blogging has been a key element of an agency’s Attraction Strategy.

Me

I have been consistently blogging since the early 2000’s. I started blogging as the CEO of my Oregon agency Citrus (I covered both advertising issues and the late 2000 recession’s effect on marketing).

The advertising agency business development blog you are currently reading has over 650 blog posts and acts as the core of my inbound marketing program. Good news for me, it fills my new client pipeline. Blogging has been very good to me.

But, but… my opinion about blogging, well at least for low volume advertising agency blogs, is that they are losing their power to attract a targeted audience, as in client leads. I see a few reasons for this.

There are zillions of blogs and blog posts every day. There has been a dramatic increase in the last five years.
There are hundreds (thousands?) of advertising agency blog posts and insights posted every week.
Most agencies write about the same subjects over and over.
Many agencies do not use online SEO tools to determine what blog post subjects will attract the most readership. I great way to do this is to look at what works for your most successful competitors.
Most agency blogs are boring.
Many client prospects are moving to podcasts and videos for their marketing information.

OK, Back To You. Should You Maintain Your Advertising Agency Blog? Or, Get Real And Just Kill It.

I look at a lot of advertising agency websites and their blogs. Many of the blogs are informative and brand building. However, way too many are just me-too blogs that actually deliver very little benefit to the agency.

The benefits should, stress should include the generation of incoming new client interest, showing that the agency Thinks Different (in a world of thousands of agency and advertising services options), help sell the agency as being on top of the advertising market, reinforces current client perceptions, demonstrates that the agency get content marketing, and demonstrates some personality and chutzpah. I call the chutzpah part… being Unignorable.

Start Here: Some Huge Blog Stats

The world really does not need another blog. As Steven Pressfield says in the title of his must-read book: “Nobody Wants to Read Your Sh*t: Why That Is And What You Can Do About It”. [Read more…] about Time To Kill Your Advertising Agency Blog?