Storytelling in 2014
Transcript
- 1. I wake up every morning upset about one core thing:
- 2. That’s it.
- 3. The reason I was able to be so successful at The Wine Library wasn’t my charisma…
- 4. It wasn’t my good looks. (ok, maybe a little)
- 5. It was based on the fact that I understood where the consumer was in 1996…
- 6. And more importantly…
- 7. … Where they were going to be in 1998
- 8. I’m passionate about the ways we get stuck as marketers:
- 9. Marketers spend millions on: Billboards Direct mail Print WHY? Radio TV
- 10. Many of these are collapsing in terms of getting the attention of the user.
- 11. If you can name the last time you…
- 12. A. Didn’t fast-forward through a commercial
- 13. B. Stopped to look at outdoor media
- 14. C. Were excited to open an email
- 15. Then email me at gary@vaynermedia.com and tell me about it. (Because I bet you can’t)
- 16. And even if you can,
- 17. you don’t seriously believe that billboards are worth as much now as they were pre-cellphones, right?
- 18. Same is true for Email (which was Wine Library’s foundation, I might add)
- 19. If you’re reading this, and you work in email marketing…
- 20. I want you to email me and tell me the last time you had a click-thru rate of over 28%* (gary@vaynermedia) (because I bet you can’t) *if you have a list of over 100k
- 21. The value proposition just isn’t the same as it used to be.
- 22. And it’s because of (sorry to say) people like me
- 23. There was a day when you were super excited to buy $40 of sushi for $20 on Groupon. *
- 24. But these days you mark all that shit as before it even hits your inbox *
- 25. because you’ve been getting blasted at scale for the last three years. *
- 26. What’s the fix ? *
- 27. What do you do when the ROI in 2013 for TV, Billboards, and Email sucks in comparison to 2004, 1994, or 1984??? *
- 28. Here is what it comes down to: *
- 29. Every single marketer out there is a STORYTELLER *
- 30. It is our job to tell our value proposition *
- 31. (what our story is) *
- 32. to customers along the path of purchase. *
- 33. Period. *
- 34. And to be a good storyteller, *
- 35. first you need the ATTENTION of the customer to even get that chance. *
- 36. And their attention is shifting, my friends, and it is shifting FAST. *
- 37. Our society is experiencing ADD at scale, which means *
- 38. TIME and ATTENTION are commodities… *
- 39. They are by far the most valuable resources in the game. *
- 40. Most marketers treat social media as a “distribution channel,” *
- 41. as just another way to blast you with the same shit. *
- 42. They are missing the fact that social networks are the first platforms ever that are actually a two-way conversation. *
- 43. Just look at Twitter and how it is the cocktail party of the internet. *
- 44. Now what makes you a good cocktail party guest? *
- 45. Is it talking about yourself for 95% of the time? *
- 46. I don’t know what kind of cocktail parties you go to… but I really, really, really hope your answer is “NO.” *
- 47. Look at my Twitter account, @GaryVee. Literally 90% of my tweets are engaging with other users. *
- 48. That’s how you bring value. *
- 49. The trick here… *
- 50. the way to truly succeed and provide value… *
- 51. is to learn to natively storytell on each platform. *
- 52. Respect the psychology of what makes a Facebook user *
- 53. different from a Pinterest user *
- 54. and more different still from an Instagram user. *
- 55. Can you understand WHY people find value in platforms? *
- 56. Because I promise you, those who don’t learn how to tell their stories on today’s platforms are the ones who will go out of business. *
- 57. And much smarter, richer, more wellsupported people than you have been put out of business for that very reason *
- 58. Because they refuse to play like the year that it is, 2014 *
- 59. It goes on and on, and I could make an entire book… *
- 60. …giving you tactical advice for how to create the best micro-content… *
- 61. (oh wait… I did) *
- 62. MY NEW BOOK IS HERE Jab Jab Jab Right Hook available now on Amazon! *