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Transcript15 lines
- [00:00]
A
Let me tell you a story. When I was a young man marketing for my dad's liquor store and wine store, if you wanted to get people to know about you, you had to pay. You had to pay. I had to pay a newspaper to put an advertising in the newspaper. I had to pay a cable company to run my TV commercial. I had to pay for a billboard to show my sign. I had to pay the marketing direct mail company to make a flyer and send it into your mailbox so you would see it. I had to pay. Today, the attention of the world lives in here. The things that dominate here is gaming and entertainment and social networks. People here complain that they're not getting a lot of views on their videos on Instagram or TikTok or these platforms, but they have forgotten that it's free. Let me say this nice and slow today. If you were to advertise on social networks, the cost of showing up, not making it, but showing up is free. This is crazy. Google, which I used a lot, Google AdWords. How many people here do Google AdWords pretty aggressively for their business? Little higher. I just want to get a sense a lot of you. Google charges you money when somebody clicks. Not everybody converts. You try to figure out if the amount you pay do enough people convert that it's worth your money, but it still costs you money. The social network revolution is insane. It is free to build brand. Most people in this room, most people in Brazil, most people in South America, most people in the world do not produce enough content for how big the opportunity is for free.
- [02:08]
B
Attention.
- [02:09]
A
That is the biggest elephant in this room today. It is a wow. It's a wow because it's fucking free. And yet people will complain and say, oh, Instagram shadow banned me. Nobody shadow banned you. You just suck at social media. And so I come here on this long flight to pound here.
- [02:38]
B
Attention.
- [02:39]
A
Attention will get you everything you want. You want to sell a course.
- [02:43]
B
Attention.
- [02:44]
A
You want to sell a T shirt.
- [02:45]
B
Attention.
- [02:46]
A
You want to be the mayor of this town.
- [02:48]
B
Attention.
- [02:49]
A
You want to raise some money for your nonprofit because you're passionate about it.
- [02:53]
B
Attention.
- [02:54]
A
You want to be an actor.
- [02:56]
B
Attention. Attention.
- [02:57]
A
It is the only asset that everyone in here must chase to produce what they want. Being unemotional about where the attention is is very important. Too many of you have demonized platforms out of your subjective opinion. A bad experience. And we must get over that hump. Once you get over the hump, once you sit in this room and understand that everything you want to happen about building brand and sales in social networks, then you start having to get good at it, right? It's like health and fitness. I can tell you the way to get healthier is to eat better and go to the gym. And once you understand that, that there's no magic pill, then you can do it. The problem is there's a good way to work out and there's a bad way. There's a good way to eat clean and healthy and there's an okay way where you get tricked if it's really healthy or not. The thing I spend all my time on today in my career, even though I've been in this for a long time, on the flight here with Dustin, with Raghav, all I was talking about was the strategies on the creative that we're posting in social. Is the thumbnail good? Most people here, when they post on social media, post because they're following a trend that they think will do well or some shit they want to say, but they give no thought. And this is the most important line maybe of the entire talk. So I want everyone to pay attention. They give no thought to the science of the art.