What Should Matter To Everyone In 2019 | Phoenix Keynote
There was the massive keynote in Phoenix Arizona were Gary goes off on the similarities between traditional marketing and with today's marketings become he goes down into the fact that attention has always been the asset. But the mediums the variable. This is the Gary v audio experience protocol. Ages. Phoenix. How we do it. I am glad you are here. Please sit. I'm glad you're here. I love you back, bro. Thank you so much. Let's let's get into it. So look, I think the thing that inspires me this morning as we are now clearly into late twenty eighteen obviously we ate a bunch of Turkey the other day. The holidays are upon us with you know, everyone's going to get into that mindset and very quickly. It's going to be twenty nine thousand nine by the way, it's cold as fucking. Seizes people like in blankets and shit. Fuck. Jesus. And I was born in the Soviet Union. So this feels good, but man, that's cold. Anyway, here here's the important thing. And I think whether you're eighteen or eighty one wherever you are in your career your pumped, you're doing financially, well, but you're not happy, you're happy. But you're not financially where you're at when I look at this many people the thing that runs through my mind is what is the common denominator in this room that over thirty minutes, or so I can bring value to the most amount of people in this room. And it comes down to timing to me on the cusp of twenty nineteen. The biggest thing that's running through my mind. Very simply that matters to every single person in this room is this device. This is a big deal. And what it is is. It's a representation of something even bigger, which is this internet thing is bigger than people realize, and what's happening in our culture right now because of the political climate and. Many other factors is I think the majority of people in this room, and a majority of people in this country, and a majority of people in this world are looking at the downside and the negativities and the cynicism around the internet, without realizing social media isn't changing us social media is exposing who we actually are more importantly, it gets to the bigger punchline. Which is if this is nine hundred forty eight or nine thousand nine hundred seventy eight or nine hundred ninety eight and not twenty eighteen we would not have the ridiculous opportunity that this brings to the table for me, the one thing, I know, whether you're a real estate investor a politician, you sell underwear you want to be a personal brand. You have a cocoa drink. You want to sell fuck in wooden frames? I know. Yoursel wooden frames. I know that regardless of what you do here beat Abebe to see whether you have thirteen year old customers are trying to sell things to like slime or eight year olds that you're trying to force into your retirement home versus somebody else's that whether it's Facebook or Instagram or YouTube or Lincoln, Email text messaging, pre roll YouTube ads. Instagram's stories influencer marketing that the great underpriced. The great underpriced opportunity in our society is within seven to fifteen platforms that are apps on the mobile device. The biggest thing that I'm fascinated by is the amount of people in this rooms ability to say, not my customer, not my industry, not my demo without recognizing. How unbelievably underpriced the attention is. And when I say underpriced attention, I stand here today for a very for many, different reasons, mainly on the back of very good parenting and circumstance of not being born here. But no question my timing of joining my dad's liquor store coinciding with Email and Google ad words being underpriced. Attention is a reason that I'm so passionate this morning in Phoenix to get people to wake up and actually go all in on the things that you've heard how many people you have consumed my content some. What raise your hands? Thank you for that group. I'm actually way more concerned for that group than the people in here that aren't here for me and have never heard any of this. Because for the group that has consumed my content. My concern is that the repetitive nature of meat trying to desperately at all costs without interest in monetize ING, you to go into these shales and get yours that you don't realize how real it is that it's become passive noise. Yeah. Get it. Facebook ads work. Yeah. I get it work hard to be paid like I get it. But the reality is here's what's upsetting me. The thing that I've been the pied piper. For for the last half decade is starting to slip a little bit like Facebook isn't as easy as it was twenty four months ago. And by the way, I just said that sentence and hundreds of faces just shook their head, which means they felt the effects of Facebook ads twenty four or thirty six months ago, and they're starting to realize they're not converting as well. Or it's costing more to get the same. Same or the organic reach. I think all of us know, the organic reach collapsed forty years ago, and how many people who are marketing or actively using Instagram raise your hand. So for all those hands that are up. I'm sure you're starting to pay attention that even over the last three or four weeks feels like something starting to happen. Because the organic reach is starting to soften just enough that it's getting on people's radars. Which reminds me a whole lot of what started happening when Google ad words. Prices went up when my Email list started looking at seventy percent open rates instead of eighty and then onto sixty and then to fifty and then to forty my friends we are sitting right now at this time. In the white heat moment of social networks controlling a stunning majority of people's attention. And it's going to go away. And they'll be another thing for you to sit here and not take advantage of the current state of the internet when it's in your face if you're here this morning. This is at once. Once I like what the fuck are you doing here on a Wednesday morning? I assume would make a lot of sense for me, if you're sitting in this audience, I assume you came here and spent your time and money to extract value to do something that you want to happen in your life. Right. And there's only two ways that gets done. There's the mental part. And then there's the tactical part. It's real simple. Most people play in the middle. When the reality is is if you're not all the way over here, and if you are not blindly, and this is what an entrepreneur or an operator needs to be. If you're not right here this morning, and you are blindly optimistic about the opportunities in front of you. You are vulnerable and do not mix the word optimism with delusion. I didn't save your blindly delusional. If you're delusional. You're fucked. But if you're cynical or pessimistic, or if you're going to listen to me, when I go all the way over here because that's the mindset or if you're over here, and you're like me and others, and you're also a hundred percent practical, and you understand how to actually execute. And you actually do the work if you're not in those two places your own Rable, and you came here this morning only to check the box on one of the two things. And to me the thing on the left. I have to be contextual. I know the Tony's going to speak. I know the Robertson being I listen, I'm thrilled to talk to you about why optimism and mindset, and positively and all that stuff is a hundred percent. It just is if decided when you woke up that Facebook ads don't work. They don't work. So for me, that's cool. But honestly in the limited time that I have with you. I wanna go practical with you, which is like Instagram story ads. You can Google it. I don't need a fucking chart doesn't need to be a deck. I'm not gonna draw some fucking pictures on a whiteboard. It's cold Google. You have it in your fucking hand. Right now. So if you don't know what I'm about to say, mentally remind yourself, and if you're not good at that, take a note right now on your ipad or your phone. You should be running Instagram story ads for your business why because they're grossly underpriced why? Because hundreds of millions of people look through them every single day and are paying attention and more people are not buying it yet because they don't know how good it is. It's called supply and demand. Your job is not just by them. You have to figure out what picture and video to put in front of their that compels the person to do whatever the hell you want vote for you for the PTA president or give you seven hundred thirty bucks for your magical fucking berries. I kinda want to leave now. I kind of do I'll I'll tell you. Why in like it was funny? Why that just happened to me my buddy? That's it like life is so simple. Whoever was best at radio content and advertising grew in the thirties and forties. Whoever was best at television commercials and TV shows in the fifty sixty seventy eighty ninety two thousands. They grew and they won whoever is best at Facebook Instagram YouTube Lincoln Twitter today is winning. That was a shitty ass clap. I'm let me tell you. Let me tell you why it's a shitty ass club. Because to be great at the things that just came out of my mouth is hard. It sounds great that you're going to start an Instagram account and take a picture of you taking fuck and hike and your business is gonna explode. The problem is that's not what happens is it. There's a lot of people here. How many people here want to be an influence or or personal brand in their industry razor hand, raise it high. So here's what bugs the shit out of me when thirty to fifty percent of the hands in this room. Just went up the amount of people who just posted something on Instagram yesterday had nine people comment, but they didn't reply to them because they're more worried about how many likes they're going to get or how many followers they get from the post not the actual nine people that give a shit about them is why ninety nine percent of you will never achieve it. It's so. And I appreciate you clapping I serve with the glasses. I saw you. And for me for me. That's the most important part. And the for the same reason I saw that gentleman who actually started the whole clap in this room. It's the reason I stand up here today, I spend my life reading your comments on Facebook, Instagram, Twitter and Email that's how I have the insights to create the next thing. 'cause you're giving me the feedback of what's working and not working for you the audacity of businesses and people in two thousand nineteen in putting out content, but then disrespecting their audience because the only thing they care about is will their audience give them what they want likes follows money is the reason it's so hard. My friends if you leave Phoenix with anything when you go home understand this if you are not producing content for the internet. You are leaving an incredible opportunity on the table and your competitors. Have started the process to hurt you now producing content on the internet is extremely interesting because so many people look at certain people in decide that's the only way many people are dominating content and internet without ever producing one video in their lives because they're tremendous writers others are self conscious to put a camera in front of them. But they're great with their voice. So they're killing it in podcast form, if you leave with anything, please don't be like me in the way that I produce content. Be like me in the way that I deploy self awareness of what I'm good at. And then tripled down on it. It to produce it. You might be great at drawing communicate like that. You might be great at just random thoughts and recording it on memo on your phone, and you can post that you might be great on camera and honestly, much like movies and television. If you're great on video, it's good it carries weight, but please leave here at look yourself in the rear view mirror, or when you get home and ask yourself. How do I communicate and start communicating? The trick the unlock the place that you will hear an enormous amount of pontiff equating for me in two thousand nineteen will be around the volume of content that you produce for the ten platforms over the last year. What has become unbelievably obvious to me that works for me, thousands of other people and the brands that are winning in society, the businesses that are growing the one correlation. That's just black. And white to me is volume of creative. How many times do they post quality content? How much influence our marketing. How many articles white papers podcasts videos way world is working with internet content? There's so much content. You could never over saturate the market, even if you made ninety pieces of content that day about yourself. But. This is why I went over here as I'm talking the interesting part of why most of you are not producing enough content has a hell of a lot more to do with this than what this. We are crippled by other people's opinions. You're not posting because you want shit to be perfect. Why do you want it to be perfect because you're fucking insecure? You know, why? Because it just ruins your day when fat pants eighty six leaves the comment. And says that you're stupid. Right. You're just super sad when you post something and you're used to getting eighty nine likes. But this one got sixty two. I have become outrageously fascinated by something over the last two years, which is all my God. The majority of people live their lives based on other people's opinions, whether it's their parents older sibling or even worse the current state. The anonymous person in their YouTube comments. That sucks. And so over the last two years, especially the last year, I'm trying to figure out what is this? And how do I speak about this in a world where I know the majority of the reasons you came here today can be solved by your ability to produce content on seven websites for real for real. Why were people not doing it that blindly believed that to be true it became about judgment? It became about mindset. And that's what I'm trying to tackle. And that's what I'm trying to give to you this morning. I'm trying to figure out like who. What? It's why talk so much about patients. I used to think it was patients, and it is because every twenty two year old wants it tomorrow every every forty year old wants to tomorrow, we just black patients because unfortunately, so many people here, and I mean, this this is not tough love or razz. It's just the truth. So many people here went into crypto currency or cannabis or social media because they thought they were gonna make the money faster. People lose because they think it's going to happen fast. When life is long. And so I've been spending a lot of time on this just watching behaviors who's winning who's winning is the person that likes what they do. That's true. Like how many more fucking millionaires? Do I have to hang out with that are going to take their life or in deep, depression or doing drugs and alcohol to deal with the pain 'cause making two point three million dollars a year brings them zero fuck and happiness. And how many people do I have to hang out with make eighty seven thousand a year that sell Smurfit t shirts on the internet and love fucking life. Like that one. You're gonna sell some smart t shirts. Go without open market. Shits getting very clear for me. Maybe it's because I'm getting older now, but shit's getting very clear to me, it's pattern recognition life is very basic. We make it unbelievably complicated where unbelievably products of the DNA, and the parents and the environment we grew up on. And we have to really understand that. So we know how to navigate the next step people lack the ability to put their life in perspective. I've been pushing people lately who are forty three year old entrepreneur sending me emails, and they have a six year old child. They love their business or killing it things are going great. And my advice is to slow down and take the next twelve years. And actually because they're telling me what they know about themselves is if they go to little Ricky, and legal Janet's softball games and recitals, and if they hang out with them and play with them all day that that's what's going to make them happy. And then they think they're sending me an Email because I'm business guy. And I'm going to tell them that's wrong. Are you out of your fucking mind? You need to be happy. And if you're self aware enough to know that at forty three years old six year old kids that you want to spend the next twelve years taking the foot off the pedal. So you can allocate time to watch those kids grow. I've got tremendous news for you. You're just going to be fifty five and the baby when they go to college, and they're not gonna wanna talk to you anyway. And you're gonna be able to go all in. You know, how liberating it is. When people understand how young fifty nine years old is do, you know, how many people think they're supposed to have their life figured out at eighteen twenty two and thirty when the parents that are putting pressure on them to figure out their lives. Don't have their lives figure it out. Oh, I like that one. Fuck are you supposed to have your whole life figured out at twenty eight years old? It's ludicrous. We have such interesting macro thesis is in our society that are crippling people and the reason or so much anxiety in the system. Now is we're all living our lives in public forums. And now taking on more judgment, not less. I don't hear any of you. Let me say it one more time how many people here fuck with my content, and they love it. Let me hear you. Can't hear you. Can't hear you. Let me say it one more time for all the people here who think I fucking walk on water on the best. I'm such a great, dude. I can't fuck in here. You let me explain why not you, bro. Let me explain to you. Why I can't hear you because I have no interest on getting high on my own supply. The reason the reason I can't hear you is the same reason that I can't hear the person that leaves a comment that says, I'm a snake oil salesman. Or my cursing is inappropriate or I suck. Or I'm gonna burn out or whether I can't hear that fuck face either. And when over the next fifty years of my life. I figure out how to produce more communications to help you not hear it either. That is when I will start having more significant impact because when you don't hear anything, and I don't mean from just fatty pants, sixty three. I mean from your dad, I mean from your spouse when you my friends in Phoenix on a Wednesday going into twenty nineteen when you stop hearing things shit gets remarkable. How many people here have been following me for more than four years? Raise your hands. Raise it high, please. So for the ones that raised their hands. You know, something about me, you know, that I'm not interested in being a motivational speaker. You know that four years ago, I was making much more tactical? Jab jab jab right hook like I didn't want to rob rob what I did for the last ten minutes. I don't wanna be that guy. I have it in me. I limit. I believe it. But I don't want to go on stage and raw raw and have claps. I don't I don't the reason. I've back here is what I want is for you to post nine hundred pieces of content tomorrow on Lincoln Facebook, YouTube and Instagram because they will answer the fucking things that are running through your head right now. The problem was after I was done doing that for three or four years, and you would look me dead into face in a meeting. Let alone in a stage and be like, I get it. I understand it. But you still weren't doing it. I'm like, I don't get it. And then I got it. This is such a big deal. Like, you're literally literally not posting shit or more. Interestingly you are posting shit because you are now all the PR agents of yourselves on social media. It's really great to take a beautiful family picture picking fucking pumpkins. Meanwhile, shit's not going well. It's really awesome to post a picture on a private plane saying you're killing it when your company is about to go out of business. We are posturing my friends, we are posturing for other people's opinions. Your lack of action is exposing your insecurity, if you're educated if you follow me, and you are not posting ten to fifteen pieces of content a day. Your actions are exposing your insecurity. The end. So I come on the stage this morning with heat and passion because AM fucking well rested. Thanksgiving could rest for me. But b I come here because I'm just trying to fuck and get one person in this room. Who's looking at me right now and saying that's actually the truth. I appreciate that. I am. I am not posting because my hair is receding, and I'm insecure about it. I'm being serious. I mean, dead fucking serious. I am not posting I'm up thirteen pounds. And I don't want to hear the fucking comments. I'm not posting because all my high school friends seem to be doing better than me. You're hearing too much. You're putting other people's opinions at a higher place than your own happiness. It blows my face away. And I kissed the ground that my parents walk on for creating an infrastructure that didn't create that for me why. And this is how many people here are parents of six to eighteen year olds raise your hands. This one's for you. Let me tell you why it didn't happen to me because from six to eighteen the world told me I was a loser. Because I played a bunch of sports in the backyard and leagues, and we didn't give eighth-place trophies what you fucking lost. You know, why else? I can't hear you because I grew up in an environment where every fucking teacher look me dead in the face and told me I was going to be a loser. Because I got an F in science. I don't give a fuck about Jupiter. Dick. Do you know why I can post every day and not care about what you have to say. Because every friend I had parent in high school when they asked me what college I was going to when I said now Ida college they snickered in my fucking face. Losing is great. I got lucky I was born in a shitty fuck in place called the Soviet Union. I got luckier by getting the fuck out and coming to America the greatest fucking country in the world. And being raised by a mother who would clap me up just like that. If I opened the door for an old lady. But when I asked her for Nintendo game, she looked me dead in the face and said, go fuck and figure it out and buy it for yourself. Dick. You want to know why most people aren't winning aren't happy. It's because you're fucking entitled. People think they're owed something. I know brother people for some reason, I watch it every day. Nobody owes you shit. Figure at the fuck out. And I'm gonna give you the two basic principles. They're so fucking simple. It scares the shit on me number one. This you have to learn to do this. Please my friends I've never done this before it's weird. I can't hear anything, please. I didn't even hear you guys laughing. But I could see you doing this is really fucking fun. Actually, I might give a whole Keno like this. What is fucking freaky shit? I see you. I've seen clapping hands. Listen to make clapping hands. This. This is the secret to my happiness. I'm so fucking happy. 'cause I can't hear a fucking thing. Do you understand? When you get there you start doing because you're not scared that you hired somebody, and they didn't work out you just fire them. You don't care that your other coworkers workers that you made a mistake. You start doing and talking shit. And it's all going to be great. Because if it is awesome, you're cool. And if it's not you don't care anyway. Because somebody brings it up. Do you know why I had the audacity to make a sneaker? Do you know, why did it? Let me tell you. Why? Because I can't hear anything if it worked and thank God. It did. I look good. If it didn't my seven best friends would make fun of me for the rest of my life. And that was good too. I was looking forward to my roasts that Eighty-three when Robbie tourney was like and remembered on time you thought you could sell a sneaker, you're a real fucking, dick. Learn to eliminate judgment. Learn to realize the reason you're not posting every day eight hundred times a day is because you're worried about what people are gonna say my friends high school is over. Start acting like it. Stuck in high school? I'm serious. It took me a long time. It took me a long time to figure out why this was working for. I'm like, right. If I was able to navigate high school and not fall into peer pressure. That's the hardest part. This is easy. I just need you to create content. I need you to figure out how to do it. I could care less. What all seven thousand of. You've said to me of what you're trying to do. The answer is content. I'm being dead serious. It's we're our world is living news alert. This is now real life. This is fake. You don't like it tough shit. Technology doesn't care about your feelings about the old days. Leave it to beaver fucking dead. Sorry. Abraham LINCOLN died too in a weird way. Actually. But the point of that analogy is shit changes. We have to figure out this. I don't care if you're eighteen or eighty one I don't want to hear that. You didn't grow up with it. You didn't grow up driving figured it out. You have something called Google and YouTube Google, if you like to read YouTube, if you're more visual you type in every question, you have how does a lawyer make content Lincoln thousands of results. How does a pharmacist grow her brand on Instagram thousands of results? It's also free. It's also free. It's twenty nineteen act like it. Phoenix. Thank you.