He’s the controversial definition of uncensored bluntness in the business world, whose critics have compared him to “pop music,” and described him as a modern “fortune-teller”. After growing his family wine business from $4 to $60 million in under five years, he now runs digital agency Vayner Media, inspiring millions with his “no b*llsh*t” marketing advice. His critically-acclaimed fifth book is based on his YouTube show, The #AskGaryVee Show, where he can boast over 300,000 subscribers. Gary Vaynerchuk is first among the new generation of internet-famous entrepreneurs who have harnessed social media to build their businesses quickly and effectively.
So why are we giving him the big intro?
While soaking up some of his advice at a Vayner event in London, the Winbox team won a chance to fly to New York in October, meet Gary’s team and appear on The #AskGaryVee Show. As long-time followers, we wanted to show our excitement by sharing some of our most loved Gary Vee insights and how they can add value to your email marketing strategy.
So, let’s get into…the shoooow. (You’ll get the reference if you watch an episode).
1. “Jab, jab, jab, right hook”
One of Gary’s most famous quotes (and the title of his fourth book) jab, jab, jab, right hook can apply to any element of business strategy. It’s the method of “giving as much as I can up front before I have the audacity to go in for the ‘ask’”, says the man himself. By consistently offering value to your audience, you are not only helping to establish a deeper relationship, but more importantly, earning the right to ask for their business.
Gary’s theory is one we live by because we know it works. If each email – or jab – is packed with specific advice adding value to the recipient, there’s no doubt that when you see the opportunity to go for the right hook – the sell – your chances of success will have significantly increased. However, as Gary quite rightly highlights, you must understand that nobody owes you anything and you don’t always get what you ask for. If you expect nothing, you have everything to gain.
2. “Email is all about delivering on promises”
We have all become a little bit more protective of our inboxes in the last decade. We’ve also learned, as GV puts it, that, “marketers ruin everything”. With email, this means spam. According to GV we are, however, in the “second age of email” which has seen a rise in high-quality newsletters and group specific campaigns. In contrast to the chaos of social media, our inboxes have become a calmer place to consume the content we want from credible and entertaining sources.
When you’re implementing your email campaign or writing your newsletter, remember to always “execute on the promise” of quality and exclusive content. This way, you’ll grow an intrigued and valuable audience who will be proud to share your content, and use and advocate your services.
3. “Making good content is all about respect”
What GV means when he says this is ‘take advantage of the psychology of the medium’. With email, you are often speaking directly to a small group of followers, probably united by a common interest or demographic characteristic. On writing your email newsletter, apply this knowledge by personalising your content and using a specific style that suits your known audience.
Respecting your audience means producing content that your audience will find valuable, which can sometimes mean sacrificing your own immediate agenda. Writing an exclusive white paper for your top engagers may not satisfy sales targets immediately but it will build respect and loyalty within your target audience. Understanding your target audience and delivering content they find valuable means perfecting the jab technique, prior to the knockout conversion.
4. “Your desktop is going to be gone soon”
This may sound extreme but Gary is trying to awaken you to how important mobile has become. 82% of the millennial audience read their emails on their mobile first. If you don’t have a mobile-led strategy, you’re missing out on a lot of traffic and ultimately a lot of customers.
5. “Lose money every day building your brand so you can invest in your future”
Gary Vee is a big believer in the long game, which can mean losing money in the short-term. Winning the long game means spending time building a brand, not a transaction. Your email marketing campaigns should be as much about spreading brand awareness and building the deeper connection with your audience as driving sales. Building a brand may lose you money everyday but as well as creating loyal customers, it should help you better weather future technological innovations or industry changes.
6. “By living in the dirt, you can get to the clouds”
We live in a time where new technologies arise and create seismic changes in different industries every year (think Uber). By “living in the dirt” and understanding new technologies and channels, it’s possible to stay on top of your market, making you more efficient and valuable to clients.
Gary Vee was an early investor in Facebook, Twitter and Snapchat. While each might seem like “just another piece of software” to crowd your day, making the commitment to learn how to use each platform means you can use them to react to change before your competitors do – pushing you “closer to the clouds”.
7. “It comes from straight-up immigrant f---ing hustle.”
Gary Vaynerchuk’s passion originates from the fact that he knows how hard he works every minute. This is the overriding message that permeates through his advice to his VaynerNation, his naysayers, critics and fans alike. There are no shortcuts. You have to “play in the dirt” to stay fresh and current and that takes time. If you’re not prepared to put in the time and execute on your ideas, you won’t experience success within your email marketing - or any area of business, for that matter.
We’re excited about meeting Gary Vee in the flesh (as you might be able to tell) so keep your eyes peeled for upcoming videos and content of our trip to New York. You’ll find them on Twitter, Youtube, LinkedIn and the Winbox blog.