The 60/20/20 System To Build & Scale Multiple Businesses

Summary

The GaryVee Audio Experience – Detailed Episode Summary

Episode: The 60/20/20 System To Build & Scale Multiple Businesses
Date: October 16, 2025
Host: Gary Vaynerchuk
Format: Group consulting session with entrepreneurs and business leaders

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Episode Overview

In this episode, Gary Vaynerchuk facilitates a virtual roundtable, offering hands-on advice to a group of diverse entrepreneurs ranging from salon owners to SaaS founders. The central topic is Gary's "60/20/20" strategy for balancing brand building and managing multiple business lines—a framework for prioritizing energy, time, and resources. The group explores personal branding, local business growth, marketing channels, and overcoming fear and inertia in business decisions. Throughout, Gary emphasizes the power of brand and organic content distribution via modern platforms like TikTok and LinkedIn.

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Key Discussion Points & Insights

1. Participant Introductions & Context (01:41 – 11:23)

Gary is joined by:

• Yasmeen (Salon/E-commerce – Zurich/Dubai)
• Matt (Packaging Business – Australia)
• Josh (Auto Dealerships – Colorado)
• Sam (Financial Services – Texas)
• Brad (Marketing Agency – Oklahoma)
• Vance (Motivational Speaker/Author – Chicago)
• Calvin (SaaS Founder – Brooklyn)

Each shares their business background and current challenges, setting the stage for focused, tactical consulting.

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2. The Personal Brand Fear: Exit & Emotional Attachment (12:05 – 13:08)

Yasmeen’s Concern: Building a personal brand tightly embedded in her business, and whether this could complicate an exit.

• Gary’s Perspective (12:12):

  "You'll be stuck working for your new company that bought you for three years. And after that, you'll be free as a bird and you'll do it again."

• Lesson: Don’t let fear of future attachment stop you from leveraging your personal brand—it's often the greatest asset in growing a business. Past examples show founders staying for a while, then moving on.

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3. The 60/20/20 System Explained: Managing Multiple Business Lines (13:28 – 16:25)

Gary’s Core Model:
Focuses on how to split your energy, resources, and attention:

• 60% towards the overarching brand.
• 20% on each distinct business unit (brick-and-mortar and DTC in Yasmeen’s case).

Quote (13:28):

"All of my behavior, the way I would staff, my brain, my heart, the way I would think about the world would be 60, 20, 20."

• Execution: The 60% "brand" energy benefits both business lines. The two 20% slices are for unique needs (e.g., salon operations vs. e-commerce logistics).
• Flexibility: Sometimes one area needs extra attention, so the split can adjust dynamically.
• Metaphor: Like having two children; sometimes one requires more focus, but both are "family."

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4. Marketing Tactics: TikTok, Paid/Organic, ROI (18:38 – 19:53)

Gary’s Mandate for DTC & Physical Combos:

• Go heavy on TikTok now, especially in emerging/active markets like Dubai.
• Regarding paid advertising splits:

  "...show me each month or each quarter however you do it, that the money we spent led to a sale on the.com or a reservation at the salon for 8 out of 80 cents out of every dollar I give you...the other 20,000 you can spend on building up the brand." (19:24)

• Emphasizes measuring performance-driven spend with a minor budget for general awareness.

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5. Local Business Innovation: Alter Egos & Mascots (20:08 – 29:47)

Josh’s Auto Dealership Character "Chuck Cheatham":

• Gary's advice: Turn Chuck Cheatham into a cartoon/mascot for scalable content and lasting brand equity.
• Quote (21:07):

  "You need to build Ronald McDonald...build the cartoon animated version immediately, because it will change your life."

• Use the character for viral stunts, local news, TikTok, Instagram—mixed with real-world community acts for maximum impact.
• Platforms: Focus on TikTok for organic reach (23:32).
• SEM vs. Social: Reduce SEM spend if it doesn’t deliver unique, incremental results; shift budget to social/OTT.
• In-House vs. Agency: Push for internal integration of paid and creative for optimum alignment (28:41).

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6. Building Trust in Distrusted Industries & Content Leverage (30:07 – 36:47)

Sam, Financial Advisor, Wants to Attract Clients/Advisors:

• Gary’s Ultimate Play (31:15):

  "You have to start a podcast, and then you have to post produce the video of the podcast for LinkedIn ads..."

• Leverage cold outreach for guest booking (everyone wants publicity).
• Clip and distribute content pieces; LinkedIn offers massive organic reach like early Facebook.
• Quote (33:00):

  "LinkedIn and TikTok are the only two social media platforms that will give you organic reach on every post, more than you deserve based on your behaviors prior to the post."

• Monetization: Trust in "build it and they'll come;" social call-to-action builds audience, which seeks you out.
• Communicate openly about your process and opportunities, both for clients and team-building.

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7. The Agency Game: Underutilized Platforms, Content, and Reps (37:10 – 40:41)

Brad asks about contractors/home services marketing:

• LinkedIn is highly underused—acts like Facebook of five years ago, great local targeting for B2B and local business (37:29).
• Relevance and tailored content outperform cheap, irrelevant display ads.
• The real differentiator: consistent, contextual content for the moment.
• Quote (39:30):

  "Content is the answer to everything. ... It doesn't matter what your strategy is."

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8. Personal Brand Growth & Patience: Motivation, Community, & Not Monetizing Too Soon (40:43 – 50:22)

Vance (Speaker/Author) seeks to break through:

• Gary’s #1 Mistake for Brands (43:01):

  "...people in personal brand try to transact way too soon, and then the audience fights them off and they have no interest."

• Mandate: Produce as much daily value content as possible for at least a year before hard transactions.
• Building Community: Let people ask to buy, come to events, or request services, not the reverse—establish trust and authenticity over time.
• Be patient and outlast—"The person that can hold their breath the longest wins." (47:07)

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9. SaaS, Brand, and Content Engine: Lessons from Failures and Scaling Content (50:40 – 58:56)

Calvin, Simplero Founder, on Growing Marketing & Personal Brand:

• Previous hiring failures: wrong people, unclear direction, lack of fundamental marketing steps (avatars, strategy).
• Gary’s advice on building momentum:
  • Start Q&A content and maximize distribution organically on TikTok and LinkedIn—these platforms offer immediate reach (52:33).
  • Content repurposing: Use a single session to fuel dozens of clips for various channels.
• Winning Mix: Master both the math (CAC, LTV) and the art/brand. Content creates sizzle, but must augment a solid core business.

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10. Tactical Cross-Promotion & Smart Paid Spend (56:58 – 59:01)

• Cross-pollinate audiences by pointing bios/URLs to relevant products.
• Spend on paid when content has proven organic virality or when you have a key message.
• Quote (58:37):

  "Do I think people are seeing this and now they know who Gary Vaynerchuk is? And I usually pay against either one of two things. Something that went organically viral, I'm like, oh, people like this, let's pay or something. I really want fuckers to know. Nothing in the middle."

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Notable Quotes & Memorable Moments

• On balancing energy:

  "It's like having two children. Sometimes one child needs a lot more attention for 36 months, then another one for a week. And so being mentally prepared to bounce between where you need to be is important..." (15:05)

• On content platforms:

  "Get on LinkedIn and TikTok organically yesterday. Understand that the content, the slang, the written words, the way you do it need will. It will do better if you understand the platforms." (52:54)

• On patience as a competitive advantage:

  "For 45 years, all of this, it's been a theme here today. The person that can hold their breath the longest wins." (47:07)

• On getting started despite fear:

  "All of us have been through this multiple times growing up had scary ass shit... I was petrified to kiss a girl... You eventually did it and now it sounds ridiculous of the thought of being scared of it." (59:43)

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Timestamps for Key Segments

| Segment | Timestamp | |------------------------------------------------|------------| | Intros & Context | 01:41–11:23| | Personal Brand Exit Fears | 12:05–13:08| | 60/20/20 Business System | 13:28–16:25| | Targeted Marketing Spend Breakdown | 18:38–19:53| | Mascots/Alter Ego for Local Branding | 20:08–29:47| | Building Trust/Podcasting for B2B Advisors | 30:07–36:47| | Agency: Underutilized Platforms & Content | 37:10–40:41| | Motivation/Speaking: Building Brand Patience | 40:43–50:22| | SaaS/Personal Brand: Content Engine & Learnings| 50:40–58:56| | Paid vs. Organic Content Strategy | 56:58–59:01| | Overcoming Fear in Outreach | 59:43–60:48|

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Additional Memorable Interactions

• Gary pressing for TikTok organic strategy in every business, regardless of industry or region.
• The "Ronald McDonald" cartoon analogy for scalable, meme-worthy local business branding.
• Vance’s persistent pitch to co-opt Gary’s stage for exposure—met with warmth but also clear boundaries and alternative offers.
• Gary’s recurring advisement: "Content. Content. Content." matched with right timing and authenticity.

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Bottom Line Takeaways

• The 60/20/20 system helps business leaders juggle multiple ventures without losing sight of the brand.
• The single most effective modern lever for any business is a strong, natively distributed content engine across TikTok and LinkedIn.
• Do not fear building a personal brand—even if it ties you to the company; it remains your greatest asset.
• Patience, delayed monetization, and relentless community-building are the enduring paths to long-term brand equity and momentum.
• Always measure direct response for the bulk of your marketing spend, but keep a sliver for pure branding play.
• Overcome inertia by "just doing"—from publishing bold content to outreach for collaborations.

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For entrepreneurs at all stages, Gary’s advice in this episode delivers a blueprint for striking the right balance between vision, gritty execution, and the compounding power of attention in the digital age.

Transcript

[A]

Podcast nation. Before I get you into today's podcast, big announcement. As you probably heard at this point, because I had John from Stan on the show, I am an investor advisor to an incredible startup called Stan. Stan Store. I'm sending you right now to GaryVee.com, garyVee.com Stan, go check this out. We've done a GaryVee Stan store challenge, which actually has a weekly call with me. This is built for everyone who's been affected honestly by my overall content. The tech stack, all these features, and the minimal costs per month that Stan Store has built is really the tool that was needed for this world that I envisioned when I wrote Crush it, when I wrote Crushing It. And this overall thing I'm thinking a lot about lately, which is the individual empire, right? This creator entrepreneur, slash entrepreneur creator economy that I think is gonna eat up the oxygen. Very honestly, the. The thing that so many of you want in your life and the reason so many of you are not there yet, is you've got the strategy for me. You've got the ambition within yourself, but you don't have the tools for you to fully maximize it. And I believe you can find that at Stan Store. Stan Store. But specifically, I want you to sign up for it through my challenge because I want to get access with you. And plus, there's a bunch of cool things. So if you want to go see those cool things, go to garyvee.com Stan S T A N Now to the podcast. This is the GaryVee audio experience. So, everybody, how's it going so far? How's the day been going?

[B]

Great.

[C]

Great.

[B]

Yeah, Fantastic.

[C]

Solid.

[D]

Great.

[A]

All right, so why don't we go around Joe, Maybe you'll call on people. And what we're doing here is going kind of in depth consulting. So would love to spend one minute on who you are and a little bit about yourself, and then I'll go back around. And I want you to think about the very direct question you have. Cause I want to go very narrow. And so it's great to see all of you. It's great to see some faces. Calvin, it's good to see your face again. Haven't seen you in a while. Great to see that. Nice to see you.

[B]

Likewise, man.

[A]

Let's go through it. Joe, lead us the way.

[E]

Sure. Let's go to Yasmeen. She's over in Dubai. I'm going to kind of work my way.

[D]

I'm the first one. Okay.

[A]

Hi, Yasmeen.

[D]

Hi, Gary. What's up?

[A]

All good.

[D]

So I'm an entrepreneur. I have a business in Switzerland in Zurich, that's a salon. We specialize in eyebrows. And I'm currently here in Dubai building the second salon. And it's been a challenge, but I am doing it. It's postponed for so long and I had a lot of fears and all that stuff, but I'm doing it anyways because this will stop at one point. So. Yeah, and Dubai is looking very well in terms of 2021, the Expo and everything. So it will be a boom at one point and that's what I'm currently doing. But in the COVID time my E commerce site was built because I realized, okay, if I don't have services, I'm minus not just zero.

[A]

Correct.

[D]

So I built up an E commerce store with brow products and it's, it's been amazing. People were going crazy over it. We made like 20, 20k from launching just for a few days, just, just to test it. And it was, it was quite good. And now I'm working on that and my. Should I go with the question?

[A]

No, I'm going to get context and then we'll go back a question. Okay, thank you.

[D]

Okay, great. Thank you.

[E]

Over to Matt Henry, down under, the packaging king of Australia. Matt, say hi to Gary.

[F]

G', day, Gary. How's it going? I've never been called that. Joe, so that's me. So, yeah, Gary I'm looking after. Essentially I'm a GM of the business, but I'm really a traditional cmo. So I'm on the exec team looking after a team of about 75. And packaging business, we do about five other categories as well, but we're most well known for packaging. And that's the leading category, doing about 100 mil a year in revenue with about 40,000 customers. It's predominantly B2B, but it's shifting super, super rapidly to, you know, B2B2C. There's some B2C as well.

[A]

Like it's a hybrid. Back to your point, the first intro was a perfect example. Right. Humans are building up companies at scale that are going to need packaging and so those businesses are emerging quickly. It makes a ton of sense. I'm seeing this dynamic with packaging in the U.S. right?

[F]

Yes. I mean, we've gone from, you know, our customers being like Coke and Ikea to now, you know, we now can build a huge amount of scale with, you know, another 30,000 small customers from, you know, jewelers.

[A]

By the way, those customers are going to grow in perpetuity for sure.

[F]

Yeah. So that's where we see it.

[A]

That's where, that's where the Internet's taking us. So I understand. So cool. That's the business. So.

[E]

Okay, let's pull it back.

[A]

Real pleasure. Cheers.

[E]

Go to the western side of the United States and talk to one of my favorite categories of the automotive category. Josh Letsis is an auto dealer in the Colorado area. Josh, Gary, you're on mute.

[A]

Josh, Josh, you're on mute, brother.

[G]

Rookie mistake.

[A]

No worries, Gary.

[G]

I actually met you at Agent 2021 a couple years ago. So good to see you again.

[A]

Good to see you.

[G]

But, yeah, I am the part owner in three automotive dealerships just outside of Denver, Colorado.

[A]

And I mean, that's really ultimately all the context I need. But just to give me a little more fodder, since that was so quick, what was your biggest ambition coming to this? Like, what do you hope to get out of this?

[G]

Yeah, so we've created kind of a character that's a caricature of myself and old school car dealers that we're running where I've got this cheesy plaid suit. And so we're introducing humor. And then also a lot of like, value adds. Like, you know, how do I change my wiper blades? How do I, you know, why should I lease versus purchase? A lot of value adds?

[A]

Two of my favorite maneuvers in business.

[G]

Yeah. So those are two things that we're doing right now. And I just want to, you know, figure out how can we expand on that. We bought the stores in August and so we're starting at zero.

[A]

You got it. Okay.

[E]

Next we're going to go over to Texas and say hi to Sam Rodriguez, who's in the financial services business as an advisor. Sam, say hi to Gary.

[H]

Hey, Gary, how's it going, man?

[A]

Really well, Sam.

[H]

Yeah, so I am, I'm a financial planner. I run a team, a small team of advisors here in North Texas. And we're, I'm really just trying to take advantage of what's going on now and move my industry sort of into this new age of how to reach people.

[A]

So you're looking to build personal brand, let's say a LinkedIn strategy to acquire clients and have leverage to acquire even teammates and help your teammates be better as well.

[H]

That's exactly right.

[A]

Right.

[H]

Like, I really want to attract those clients and attract advisors that want to help those clients.

[A]

I understand. Keep it going.

[E]

Oklahoma. Just north of him we've got Brad Dairy, who's an agency owner. So very similar to what you back in 2009. Gary say hi to Gary, Brad.

[C]

Hey, Gary. Yeah. So next month will be 10 years old. Until 2018, it was really just kind of a. A paying side hustle. Maybe a little more than a side hustle. 2018, we kind of launched off and it became a lot more than a side hustle.

[A]

What were you doing besides that, Brad?

[C]

Ministry, actually. I was a pastor.

[A]

That's amazing.

[C]

Like, almost 10 years.

[E]

Yeah.

[A]

Good for you. Keep going.

[C]

2018, we launched off and really entered the home services niche pretty heavily. So we work mostly with contractors, H vac plumbing, that kind of thing all across the country.

[A]

Yeah, Know it well. Okay, great. Looking forward to your questions.

[E]

Continue up north and we'll head over to Vance in Chicago, who's a motivational speaker slash author. Vance.

[A]

I know that game.

[I]

Hey, what's up? What's up, man? Good to see you. My name is Vance Stanton. I'm here. I'm author of this book, make it your season. I can't see myself. So I also. Yeah, I'm an author and I studied some of the greats and motivational speaking for Jim Rohn, Napoleon Hill, and things like that. So I'm up and coming. Just like, you know, trying to get where you are. And I also wrote a book about you that I want to share with you today, man.

[A]

Okay. Can't wait to hear about it.

[E]

That's great.

[A]

You're just trying to build more brand to have leverage for speaking and book.

[I]

Exactly, exactly, exactly.

[A]

Obviously, I'll be very ready for that. Okay.

[E]

And last but not least, closer to home, Gary, over in bk, we've got Calvin, who you know and have had dinner with in the past. Calvin, say hi to Gary again.

[B]

Hey, Gary, great to meet you again.

[A]

Great to see you again. Cal. What's good?

[B]

Yeah, lots of things. So, yeah, I have a software company, Simplero. I've had that for 11 years. We've actually talked about it in the past 30 people now and looking to leverage to build my personal brand because I want it to then expand into some other. I'm passionate about purpose, meaning, like, knowing who you are, how that fits in your business relationships, health. So I'm doing a meal replacement and a workout product, and then I have ideas for all kinds of other things. Ultimately wanting to be a special advisor to the President of the United States at some point in the future, helping bring the country back together.

[A]

Very cool. Understood.

[E]

One thing real quick, Gary. Before we go into the second round and go deeper, I just wanted to acknowledge that there are some folks here that brought their plus ones with Them I have. I'll start off Courtney Bridgewater Nelson's my newest resident on the west coast. So if there's any business owners on the phone that would like to introduce their plus ones really quick before we go into the deep dive, feel free.

[A]

To do so now.

[E]

I'll go.

[B]

I brought Jay Croft, my social media manager. Social media guy. He's the one person on Team Calvin right now. I have like, five, six last year, but it didn't quite work out. So we're down to Jay.

[A]

One step backwards is always a good strategy.

[B]

Right? And I have Danielle here who is in Canada. She is my executive assistant and in charge of hiring and culture.

[A]

Amazing.

[I]

So out of my mind to be here.

[A]

Thanks, Jay. I appreciate it, brother. Thanks for the love. I saw you take the photo, and I was fired up. I'm always flattered by that shit.

[E]

I also forgot to mention we do have Kate from our Tennessee office.

[A]

Yes, I saw the name. I wasn't sure if she was running around the house or why she's not showing her video, but I was there. You are, Kate.

[E]

Cool. So let's go back around in that.

[A]

And James Orsini is here. All right, cool. Let's.

[J]

You're back there.

[A]

Let's go back around the horn. Same pattern. This way we can go quickly.

[E]

So starting with Yasmeen over in Dubai. Yasmeen, what do you want to talk to Gary about today?

[D]

Okay, so what came clear to me today is the personal brand. My fear there was. Which I asked the question already. My fear was, okay, if I build a personal brand that is so attached to my business, how do I exit with it? Being emotionally attached to me is it? Then you'll be not.

[A]

You'll be. You'll be stuck working for your new company that bought you for three years. And after that, you'll be free as a bird and you'll do it again.

[D]

Oh, okay. Okay. No, but I've asked that question, and now I.

[A]

But it's a very. It's a very. Yeah, it's a very interesting question. I'm glad you asked it. A lot of people fear it, so it stops them from building a personal brand, which oftentimes, not always, often, is the biggest leverage point you have to building a big business.

[E]

Mm.

[A]

But look at the history of time. Even closer to your world. Bobbi Brown, the incredible makeup artist. She sold her company. She worked for Revlon or l' Oreal or Estee Lauder. I don't remember which big company bought her for several years non compete. And then she moved on. I'm currently living this right now. I started a wine brand. I sold it to Constellation in March. I'm tied up for another three years. And then after three years, I'm gonna start a tequila brand or another wine brand or what if or nothing. So I think you need.

[D]

That was my biggest fear. That was my biggest fear. And I think I've looked at it in the wrong perspective.

[A]

Correct.

[D]

But my biggest question for you is if you would be in my shoes right now building two different businesses. They feel like two different businesses, although the same brand. Right. What would your strategy be there? If you were me, I would think.

[A]

About the world in a 60, 20, 20 realm. 60, 20, 20. All of my behavior, the way I would staff, my brain, my heart, the way I would think about the world would be 60, 20, 20. Let me explain. 60% of my energy, time, money would be around the brand. Because to your point, it's the same brand, two different functions.

[D]

Yes.

[A]

20% of my heart, my soul, my money, my energy would be for the unique individual businesses to stand up their needs. So obviously, the salon that people come to.

[D]

Okay, what do you mean with that?

[A]

You've got, correct me if I'm wrong, you've got the salon and then you're selling the product direct to consumer.

[D]

Yes. Yes.

[A]

So spending time to hire a manager for the salon, thinking about the aesthetics of the salon, renovating the salon, changing the prices of how much you charge at the salon, that gets 20% of my energy. It really gets 80. It really gets 80. Because the 60% up top is I'm always thinking about my business and my brand.

[D]

Yeah.

[A]

Same on the other side. Having a meeting around cardboard with Matt or packaging is not something the salon needs, but it's something your DTC business does. What I'm giving you as a triangle, to think about your day, why that works is then you don't get too far away from one side or the other because you've got to carry both balls. Understand? So that's how I would think about it. They're different businesses, but they're all one business.

[D]

Yeah.

[A]

Make sure you're. It's like having two children. Yeah.

[D]

Yeah. It feels that way. Yeah.

[A]

Right. But they're both your family, they're both your children. You're going to care equally and passionately. And like, if anybody, you know, some of the people here are further along in their parenting lives, sometimes one child needs a lot more attention for 36 months, then another one for a week. And so being mentally prepared to bounce between where you need to be is important, but I think what you have is exactly right. I think you've structured it properly. I think in today's world, having a DTC and a physical component is a very smart strategy. I, for example, as you've been noticing, I've been sipping on something. This is called bone broth. I am obsessed with it. I am seriously thinking about, not kidding, getting into the bone broth business. And when I think about it, I think about having a incredible, beautiful location. One in New York, one in la, one in Austin, one in Miami, one in Chicago. Right. One in Denver, and then a very aggressive, refrigerated, direct to consumer business. So, you know, I think you do both in today's world of Internet and real life, you should be in both if you're capable. Some people are not. But I like, I like the way you're going about it.

[D]

That's great. That's great. What would you say if you say let's, let's say 60% is brand energy and 20% into the. The salons. Right.

[A]

60%. Brand is really 80% to the salon because the 60% is really for both. You know, it's just always think about brand. You know, when I say 60, it's kind of like the 60 is then being deployed against the salon, the 60s deployed against the. The directing and super business. And both are getting 20% of their unabated time. So really you're doing 80 and 80. So it's not like you're just sitting thinking about brand every day. You're either in one side or the other operating your business. And probably every day a little bit of both. Just like me sometimes. I'm in VaynerMedia right now. I'm spending an hour and a half on Sasha Group. I have a very capable leader in James, and he has a very capable team around him, as you can tell. So I don't have to spend a lot of time on it. You know, this is mainly a company. Sasha's basically a whole bunch of OGs. Kate's been with us for six or five at this point. Or four. Right. Kate, like this is an OG team. Mainly because I'm scared shitless for small businesses to lose because a big company losing a million is very five and a half. Thanks. Kate is very, very, very. By the way, I'm pretty proud of myself of saying 6 and 5 first, which pretty much nailed it. So just saying, that's an example of being in your business. The fact I have 1500 or 1200 employees, but I really did guess 6 and 5 for Kate and it ends up being 5 and a half. That means you're in your business. But you know how to scale. I know how long Kate's been here. I know about her, but I don't need to speak to her every day and especially because she's at five and a half year mark. I know what the conversations we had in the first year when in, you know, in Chattanooga. I also know who's around in this company. It's mainly OGs. That allows me not to spend as much time. You might move from 60, 20, 20 to 65 and 40 and 35. Excuse me. Because you know the person running your DTC is perfect. You got the system, you don't have to put your energy there. But the salon, your best person left and you've got. And so you're always moving. But that's the way you think about it.

[D]

In terms of marketing. Like right now I have somebody that's going to do my ads.

[A]

The number one thing I want to tell you because I'm in the Dubai market, I have multiple people in Dubai right now. We're doing a lot more stuff in Dubai. You have to get serious about TikTok yesterday.

[D]

Yes, I wrote that down yesterday.

[A]

Like starting tomorrow, three posts a day on TikTok starting tomorrow. If you can.

[D]

Yeah, we'll do that.

[A]

And the paid person make 80% of the energy show you that they're getting sales on DTC and getting registration at the salon and 20% just attention for the overall brand.

[D]

So can you repeat that?

[A]

I can. When you give her or him the job and you give them say look, show me each month or each quarter however you do it, that the money we spent led to a sale on the.com or a reservation at the salon for 8 out of 80 cents out of every dollar I give you. So if I give you $100,000, show me with the $80,000 that it drove business, the other 20,000 you can spend on building up the brand. Okay, cool.

[D]

No, I got it. Thanks, Gary.

[A]

You got it, Joe.

[E]

We're gonna switch gears, go and talk about cars. Let's talk to Josh over in Colorado. Josh, let's really intrigued by the alter ego you've created. Let's get into it.

[G]

Yeah. So we start. So we bought the dealerships August 3rd. This is all I've ever done is automotive. So it's definitely.

[A]

But you've never owned dealerships before or you have.

[G]

So I was a partner with LA in a Chevrolet store. I took A couple years off, did some consulting, and then.

[A]

And now you're back.

[G]

Yeah, it's in my blood. Can't get out. So we created this alter ego. Like I said. His name is Chuck Cheatham, and he has this nasty.

[A]

I'm so pumped, Josh. This is brilliant. You know that, right?

[B]

Yeah.

[G]

So he's got this nasty suit that, ironically, I found on Etsy and fits me like a glove, gold chain. And I put a wig on, so I've got this great hair.

[A]

Have you created the cartoon version yet? No. Okay. That's the number one thing you need to do. Writing that down. You need to immediately. Whether you hit up James, because I know we have some good illustrative capabilities. Whether you have a cousin who does it, whether you get somebody to do it for free at the University of Colorado. You immediately, and I mean immediately, start focusing on the transition of. You.

[G]

Yeah.

[A]

You need to build Ronald McDonald. You're more than welcome to be Ronald McDonald. When you go to the children's hospital, you can be in the commercials. But I need you to build the cartoon animated version immediately, because it will change your life. You will tell this story of this exact moment for the next 50 years of your life. And I'm happy because it's gonna build my brand. I'm telling you, it's going to work.

[G]

Yeah. I love it. That's as soon as we get off the.

[A]

Because then what? You know what happens then, right? Scale.

[G]

Yeah. Yeah.

[A]

Then this fucking. Yeah. It's not you. This guy's on TikTok and Instagram and YouTube every day.

[G]

Yeah.

[A]

And I love you occasionally showing up as if.

[G]

Yeah.

[A]

So again, you could be in the commercial and you could be the nonprofit. You could be. You know, finally, Covid's over. Like, you know, I actually have a big idea for you. I think you play up a whole storyline of how pissed you are about COVID and how you miss people, so that in 10 months, you have, like, the craziest fucking little, like, fair gathering farmer's market in your locations. I like that you play up this whole thing that I'm a social animal, this fucking sucks, blah, blah, blah, blah, blah. And then kind of by August, as we get into Q4 and everyone's going to get back to normal. You can then have permission to say, as you know, I've been pissed this whole time. Caught up. To celebrate, we're throwing a party. I'll be at this location from 9 to 11. I'll be at this location from 1 to 2:30. And this one from 4 to 5. But we'll have pony rides and fucking this and that. And it will work.

[G]

Yeah.

[A]

Local marketing.

[G]

Yeah. And our community loves us. Because one thing we. I mean, we're deeply involved in the community. We're on all the Facebook groups. I mean, example is we had a lady who posted on, you know, the local neighborhood group, her son's car got keyed. And so we picked her son's car up, had it buffed out, dropped it back off. So we do stuff like that.

[A]

You can imagine. This is why I always advocate for mascots. You doing that is lovely. The character doing that is game changing.

[G]

Yeah, yeah. Love it.

[A]

Okay, Right. You doing it as a business owner, Me doing it as a business owner. That's a nice to have. It's a nice little story. You in full guard, doing it and filming it and putting it out. Gets picked up by the local news and becomes a thing.

[G]

Yeah, that's actually. That's a great point.

[A]

Thank you.

[G]

That's a great point, Josh.

[A]

They don't keep us around for me, this team doesn't keep me around for my looks.

[G]

What platforms would you focus on as a cardio?

[A]

TikTok.

[G]

Yeah. We've just kind of dipped our toe in there.

[A]

Let me tell you, everybody, why? I'm just saying TikTok over and over for all of you. I mean, Vance, it's the most important place for you. It's free, organic reach. I don't know what else to tell you. You post something and 80,000 people might say it.

[G]

Yeah.

[A]

When you have four followers.

[G]

But then how do I monetize? How do I then turn? Because obviously we can get. What's that? Brand, brand, brand, brand.

[A]

How do you monetize? When you do a commercial, you don't monetize directly in the commercial. They become aware of you and they come to you.

[G]

Yeah.

[A]

Somebody sees the fucking thing, they think it's cool. They're 17. They tell their mom they want to buy from you. They click the fucking link on TikTok and you fucking sell a car.

[G]

Yeah.

[A]

Love it, Josh. Everyone's transactional, especially car salesman. It's all fucking brand. You intuitively are evolving, which is why you created this character. Brilliant. I love that you asked me that question, like. And this is what always happens. I hear it all the time. Cause it's a new thing. I'm like, how do you monetize an outdoor billboard? Ray Katina has 8 trillion fucking billboards. When James and I go home, I spoke to him years ago. He's like, how do I Monetize this social media bullshit. I'm like, do you think people climb up the pole to your fucking billboard, press it and buy a car? You're building awareness.

[G]

Yeah.

[A]

Oh, by the way, on the record, TikTok is more likely for you to be transactional than a billboard or radio ad, a newspaper or tv because when they laugh at your video, they click your profile, click the URL in the profile and land on your website and can go to a landing page like we just talked about. Right. And act with Matt and actually the landing page might be a set up an appointment if you're under 21 for deep consultation so you don't get fucked. Yeah, maybe your whole spiel on TikTok is every 21 year old and under 16 to 20 year old gets fucked. I'm here to protect you from all these fucking assholes. And now you're doing consultation like it's a fucking hole.

[G]

Oh, that's got legs.

[A]

Real legs.

[G]

Yeah, yeah. Another question for you and I debate about this with our, with our current agency and that's SEM spend versus just purely going ott Facebook social, you know, that sort of thing.

[A]

Because SEM is good because it's expensive. Well, it's expensive and you're paying for something a lot of times you would have gotten anyway.

[G]

That's what I. Yeah. And I'm competing with obviously all the other car dealers but also the manufacturer to do it.

[A]

Right. You're also getting your own, you're paying a toll booth for your own business.

[G]

Yeah, yeah.

[A]

Ask, ask your team at your agency how many of the click throughs are directly your brand and they're going to tell you bullshit that Google sells, which is you got to play defense. You don't want somebody else to have it. Yeah, Fucking horseshit.

[G]

So what I've been telling them recently is I think I just want to get out of SEM and put all that spend we spend, I don't know, 40, 50 grand a month in social and take that 20, 30 grand I'm spending in SEM and shift it all back to OTT Social.

[A]

When I hear that you have such a good percentage of social to SEM, I'm excited. I want your SEM to be stronger so that you're just getting intent of what you really want. Okay. Your spirit, your spread doesn't scare me. I'm actually proud of you. That's quite progressive. Are you feeling good about your social? That's a lot of money to be spending on social.

[G]

I'm feeling really good about it. Yeah.

[A]

Good for you. Now, is that mainly being spent on media or is that spent on the creative organic? What is that being spent on?

[G]

A hundred percent media? I've got a social media manager in house and a videographer, so we don't. None of that's outsourced.

[A]

So honestly, one thing you should think about is talk to Jane once a year. This is why we built it, I think. James, again, I don't wanna. I don't know if it's a $15,000 whiteboard. Yeah, exactly. James, like, Josh, once a year, either watch my content or ping me and I'll answer something for you for free for five minutes.

[E]

Or.

[A]

James, are you still like 25K on that thing?

[J]

Yeah, it depends on the number of platforms and the spend. It's between 15 and 25.

[A]

Even better if you're mainly Facebooking and whatever. If it's. I can promise you, because we're killing this product in Sasha and it doesn't have to be with us, it could be with somebody else in house. Teams are never going to be as good as the best of the best. The 15 you spend on education on the current year's best practices, you're going to spend on waste in media when you're spending 500,000 a year in two seconds. Find a solution for that.

[G]

Okay.

[A]

That you have.

[G]

Put your contact in there.

[E]

Josh, I can help you out.

[A]

Okay. And Josh, what makes me comfortable and I'm pretty not transactional, what makes me even comfortable saying that is what I know is that, Joe, they'll tell you not to do it. Like we'll tell you not to buy us if we, like, listen for the first 20 minutes and feel like you're close enough.

[G]

Yeah.

[A]

What we found though is there's a big delta because A, we're the best in the world at it and B, internal teams tend to not be capable of keeping up with what's going on. Cause they're not an agency looking at everything, looking at every business. Right?

[G]

Yeah. Well, my internal team is just creative. Just the video and, you know, the organic posts, that sort of thing. Our agency does the paid stuff.

[A]

You should bring the paid internal.

[G]

What's that? You should bring the paid internal.

[A]

Anytime you take media and creative and separate them, either with agencies or internal external, you lose.

[G]

Yeah. We're not singing the same song sheet sometimes, that's for sure.

[A]

You never are. You definitely aren't in the. Like, you can see the blatant ones. But if. If I told you the difference of how many cars you would sell, if you had those things aligned versus separate, it's in the hidden truths. You're, like, pumped about something where you're getting leads, quote, unquote, for 230 bucks. And you're, like, pumped because it works for your business, but in the separation, that 230 might be 86.

[J]

Yeah, Josh, it is one of the things that they use our mini recon for. Oftentimes they'll take it in as a playbook, make their hire, and then execute against the playbook of the media.

[A]

I can tell you right now, best reason you signed up for this is knowing that you need to take the media in house.

[G]

Yeah.

[A]

Promise. Now you can have bad casting for sure. I'm basically telling you you need a good quarterback to win football games. You could draft a bad quarterback.

[G]

It happens.

[A]

Yes, I'm very aware. I'm a Jets fan. So anyway, I think that.

[G]

Or you could trade for Deshaun Watson.

[A]

Trying. Cool. I'm happy with that.

[E]

Let's roll over to Sam in Texas. Sam, let's go.

[H]

So first, Nick gave me some great ideas on how to create content.

[I]

For.

[H]

A market that feels overlooked and mistrustful of my industry.

[E]

Right.

[H]

And so what I.

[I]

Because.

[H]

And that's a high trust thing for us to help people. And so it's. How do we build that trust? Nick helped quite a lot with that. But how do I build that audience for people to consume that content?

[A]

I'm gonna give you the best fucking advice ever. I'm so confident about this one. As good as I've felt so far today, this is the one I'm most confident about. And I'm pretty confident about everything else I've said here so far. You have to start a podcast, and then you have to post produce the video of the podcast for LinkedIn ads. So what's cool about this is I'm gonna make assumptions that you have a little bit of a sense of me. Sam, what you see from me a lot of times is I don't. I'm not an influencer. I'm a businessman who figured out how to do things that could be recorded to then be my content.

[H]

Right.

[A]

My entire speaking career, which is lucrative, is mainly because I want the content. It's fucking crazy.

[H]

You're getting paid for something you're gonna do already.

[A]

No, even better. I'm getting paid for something I wouldn't have done otherwise. That is impacting me even more on my core business.

[E]

Yeah.

[A]

You know, fucking crazy that is. That's basically what I want you to do. Watch how this works out. So you stand up a financial service or a money management or whatever. You know, you stand up a show, you know, dollars and Cents with Sam Rodriguez, right? That's the show. Now that you have a podcast, you'll be blown away by what I'm about to say. You start cold emailing people on LinkedIn to be a guest that are fancy. Fancy people. Like people that are on CNBC and the Wall street journal, and one out of every 29 of them, Sam, is going to say yes, because everybody is a publicity whore.

[H]

Okay, so how do you. How do you. How do you even get an audience for your podcast? How do you build that audience?

[A]

LinkedIn. So this is the next part. So you film the first one with Calvin. It's 42 minutes. Now, you have to have the ability, whether you learn this yourself because it's fun, whether you have a younger sibling, whether you hire an intern. You know, Jay is this guy, I assume, in Calvin's world, or he definitely had somebody in his world do this because he had six. And I'm assuming Jay handles a lot of those things now. But you figure out, at the lowest possible cost, Sam, which starts with you. Do you watch 20 hours of YouTube videos for free of how to use Adobe? Like, you know, I'm thrilled. If you want, you know, I'm sure my team will give you 15 minutes for free to, like, how to stand up a podcast. Like, give you. We probably. I probably have an article on my website right now that explains it all. So you start up the show. You then have five moments in your meeting with Calvin that were good points. You felt you sounded smart. Calvin made a good stop. Thank you, Kate. There's something called Stork. I'm sure Kate will tell you about that.

[D]

So.

[A]

But by the way, and on the record, I know Stork is wildly inexpensive as a newsletter, but still, you can definitely find this stuff for free. It might just save you time. You might want to pay 39. That's why people pay those kind of things, right? The time of finding the free. Anyway, nonetheless, you then cut those five clips and then you post them with copy on your LinkedIn. LinkedIn is the B2B version of TikTok. Right now, LinkedIn and TikTok are the only two social media platforms that will give you organic reach on every post, more than you deserve based on your behaviors prior to the post. Meaning if you're a quote unquote, nobody. Meaning you don't even have a TikTok or LinkedIn account. Your first post of a 39 second video or a two minute 19 second video, Sam, of you and Calvin talking will get 3,000 views. Whereas that same video on YouTube and Instagram, Facebook and Twitter will get nine.

[H]

Okay.

[A]

And that will become your life. And then you're gonna learn how to spend ad money. So now you're spending that. Now you learned that a video went viral and you should spend $1,000 against a five mile radius of your house to get local people. So you got it.

[H]

Yeah. So how do you move people from being consumers of your content to consumers.

[A]

Of your product by the quality of your content?

[H]

Okay, so they'll just, they will inquire.

[A]

My friend, and then build it and they'll come 100,000% because you're gonna say, thanks everybody for listening Sam Rodriguez. And you know, send an email to me if you need me. Say I'm at the DA and things will just start happening. You're in the first episode, you're gonna say, here I am. I don't know if you guys know this character on the Internet, Gary Vee told me do podcast. Well, here I am. Let me tell you about myself. I grew up here. I did. This is what I do for a living. Does that. You know, my ambition is to educate, put some karma on the board, feature some guests that I think deserve recognition. Let the chips fall where they may. Would I love to be your person? Sure. I would not even say that line or say that line. They both work. The end.

[H]

So if I want, if I'm trying to build, say a nationwide team of advisors that do fantastic work for people, how do I get these people that are consuming me to want to work with my team versus me very, very easily.

[A]

You speak to it about day one, like, I don't sell myself at vaynermint. You just, you say it, you say you storytelling. You have your team on one of the episodes and everyone shoots the shit.

[H]

Okay.

[A]

You just tell people the truth. You know, let me, I'm going to role play. Hey guys, you know, first of all, thanks to everybody who's listening. This is now episode 19. This has been insane. When that Gary, like I told you, Gary Vee, like when he told me to do this, I never thought I'd have this many people ready, listening. I'm blown away. Couple things I just want to share a lot of you reaching out to work with me. Let me tell you a little bit more about my actual business. I've got a group of nationwide people, I vet them, I do this. So mostly they're reaching out, like, honestly, I'm probably not going to work directly with you. You're going to be working with my team. By the way, if you're out there listening and you think you're great at this, I'd love to have you on my team. So if you email me and say you want to be part of the team, I'm also always looking for that. And also, by the way, if not, please sit back and enjoy this free information. I hope it brings you value or maybe brings an important question that you can bring to your financial advisor. And I think what's cool about that, Sam, is you've already been in this meeting with me now for 40 minutes. You can see my concern. We have things that I think can help Josh, but I don't necessarily want to sell Josh the $15,000 thing either. Like, I don't want to be transactional. I want to educate him. Like, hey, here's what you need to think about right in the macro. The right thing is for me to get everybody's media business. That's how we really do business. But I'm not telling Josh to hire Sasha over who the fuck he's using. I'm fucking telling him. The best advice would just take this shit in house. Yeah, got it.

[H]

Yep. Yeah, perfect.

[E]

Thanks.

[A]

Do that. Cheers. Keep it moving.

[H]

You want to be on a podcast?

[A]

I will be your 55th episode guest. If you get there.

[I]

5.

[D]

5.

[H]

It's getting down everywhere.

[A]

Love it. Joe Q. Keep me honest on that.

[E]

Let's go. I'll keep you honest for sure. Let's go on up to Brad in Oklahoma, talk of agency life.

[C]

Hey, Gary, so I mentioned that we work mostly with home service companies, you know, plumbers, H vac contractors. So I got kind of like a two part question. What do you think the most underutilized platforms are for contractor marketing? And then part two is what do we need to do right now to make sure they stay relevant in, you know, three to five years?

[A]

I think the most underused platform is LinkedIn because I think LinkedIn is acting more like Facebook did five to seven years ago. Not only are you getting organic reach, people are open to all kinds of information on LinkedIn. This is not just about, you know, like, for example, I'm actually making a note right now. This has been in the back of my mind forever. I have a great kid on my team, Sam Doyle, at my dad's liquor store. Give me one second. I'm sorry, but I'm being meta right now, Sam, to make 3 minute wine videos. For LinkedIn for wine text daily. Anyway, boom. Like I know he's going to post something about wine and that's going to lead to signups organically. So LinkedIn for sure Brad by country mile it will lead to business. It's got an ad product where you can target people by location because most these businesses are local. It's expensive ads but it's very relevant. Like the people see them which matters. You know, people are like well Gary, I can buy these ads for three dollar CPMs. I'm like nobody's seeing them. They're banner ads on home home home dot com. Who gives a fuck right? So relevance is completely Brad based on content. You could get me to stop right now if it was titled how to build your own home office during COVID content. Right? The reason I exist some of you followed me for a long time Calvin. I know that to be true. I'm very consistent. For 12 years I've been saying the same shit. The reason I'm worth listening to is I make it all relevant to the moment my attention arbitrage content media humanity way to manage is consistent. My strategies around TikTok versus LinkedIn evolve on a day to day basis. The slang, the creative, the ideas I use evolve every day. That's valuable. Back to Brad using it. My religion is locked in my day to day practicing of it evolves with the reality of the situation. Content is the answer to everything. All right, Yesterday we all had a day off because of the words that man said. Seriously, think about that. Everybody in our country stayed home. Yesterday didn't work for the most part because a marvelous man came along. But many marvelous men and women have thought what MLK thought. It was his ability to create content that enabled that. So if you're not putting in the reps on content, you're basically. It doesn't matter what your strategy is. Here's my strategy. I'd like to get a six pack. Here's the strategy of how to do that. I need to eat way leaner and I need to do a lot more ab exercises. Good news. I have an incredible strategy to get a six pack now what? You got to do it. I'm telling you the answers right now. It's TikTok and LinkedIn. The question is, are you going to put in the reps? Cool. Awesome.

[C]

Thanks.

[A]

You got it brother.

[I]

Cool.

[E]

Motoring along. Let's go up to Chicago. Vance, let's talk to Gary Vee.

[I]

Gary V. Gary V. So of course you know that you're the God of posting I just want you to hear from me.

[E]

Yeah.

[I]

A couple things. I want to talk to you and like an interview type of consultant type of style. First off, let me say that I know that your grandfathers. Your grandfathers are proud of the businessman that you have become. Both of them.

[A]

Thank you for saying that.

[I]

I admire the way you wear your. The no belt. The no belt style you got is dope. And I think something that is very, very important is I seen a video with your personal trainer, Jordan Shiat. He says that you like to work out every day, man. He said every day you have to take a break because you have to work out every day. So that's some of the things I want to share. So I wrote the book about you. It's called How Gary Vee changed the World. And thank you. It's dope. It's dope because you have the world and then like far as, like the States and stuff like where the continents. You got happiness, you got brand, you got patience. All the good stuff.

[A]

Thank you, sir.

[I]

So. And it's hardcover. It's hardcover. I was trying to get in touch with you. I seen that you had an event on December 9th that got canceled. I. And before I found 4ds, I was. I bought a ticket to come to New York to go to the pizza place that your part owners in. And I was gonna. I was gonna buy a lot of pies and I was gonna try to get them to call you. So I want to go. Yeah, I want to go on the offense with you, man. I want to help you battle jets. You know, that's my goal. So.

[A]

So help as we go through that journey. I assume based on the things you brought up, being a paid author where you're not self publishing like that, being a speaker that gets 5, 10, 15, 20, 25, 30, 40,000 a gig. Those are probably the two things that you're most looking at in front of you.

[I]

Yeah, exactly.

[A]

Where are you in speaking? Have you. You know, as I know this game well, it takes a long time before people get paid to speak. Have you had paid speaking engagements yet?

[I]

No, I host my own events, so that's. Yeah. But since COVID you know, I can't. But that's what I do.

[A]

It's interesting. Josh asked a question and it's come up once other time here. The number. Let me give you the number one mistake that I see every day of the week, which is people in personal brand try to transact way too soon, and then the audience fights them off and they have no interest. So the thing that you need to figure out is what do you have to say to the world and how are you putting out content on a daily basis across all platforms? That is your number one requirement. And with no mention of buy tickets to my events, no mention to buying books, no mention, build community. People will come out to you and say, hey, I see that you have this community. Can you do this for me? Can you do that for me? You can monetize the B2B. Try not to monetize the audience for one year and put out as much content as possible. It is the most important thing I can tell you.

[I]

Okay, so my ask is a little bit deeper than that. So like I said, I want to. I want to help you buy the jets. I want to give you a hundred million dollars towards buying the jets. But I just need one thing from you. And what I would like to ask you is to, when you have an interview, to bring me with you on an interview. I don't know if we're going to be going back. Are your next events, are they going to happen or do you think they're going to be postponed? Postponed.

[A]

Right now my team is planning for me to be in person for. For starting in September. Okay.

[I]

So that's like the UK or something like that.

[A]

I believe that might just be randomly booked there, but like, like Chicago, like Texas, like anywhere is what we're planning.

[I]

Okay. So I would like you to. I want to help you better just. But I just need one solid from you. I only need one thing. And I would like you to bring me with you when you do an interview. And I want to be right there with you. I want to be. I want to be right there with you. Interview. And I only want to say 11 words. I want to say. This is a good man. I wrote a book about them. Make sure you keep listening to them. And my name is Chicago motivation. 11 words. That's all I want to say. For 10 events, though. For 10. For 10 interviews. Yeah. I got my own. I got my own coffee. I got my own coffee. I got my own coffee.

[A]

You started with one. What's going on here? You know, listen, that opening.

[I]

That's one thing. That's one thing. But it's just 10 times.

[A]

I understand what you're saying.

[I]

Yeah.

[A]

Listen, why don't we start with one and let me see how I feel about it. Obviously you're opening acting me. You're trying to get awareness through my audience. I understand what you're doing, what I'm trying To think through, Vance, is how do I bring you more value? My intuition is I have a couple of Ideas with my 1:37pm I've got a couple ideas that will get you what you're actually looking for.

[I]

Okay.

[A]

For example, I may have you ask me a couple of questions and reply to one and split screen it on my Instagram and tag you. And that will give you 10 times the awareness of what you would be doing by physically going to 10 events and saying that on stage. So let me think. Okay, I'm gonna stay in touch with Joe. I'm gonna tag you into my team and we'll come up with something. We'll give you a little bit of love somehow. We'll figure it out.

[I]

Okay? Okay, cool. A couple more things. Okay, I got a couple questions. So do you know. Do you know how to use Photoshop? I wanted to ask you that. Do you know how to use. You don't. And one thing that I really like that you said in one of your videos is you said that a person can post content every day and it can never be tiring. But you said sometimes a person can post one one word and it's too much because they don't have good intent. So I thought that was very important.

[A]

You know, I love that. So let me tell you this. I'm telling you think because I know you. What I mean by that is I've been around. I'm an old man now. I got a lot of wisdom. For 45 years, all of this, it's been a theme here today. The person that can hold their breath the longest wins. And so what I would tell you is I'm really interested by you and I want to help you. I'll tell you why in one breath, you so get what I said in that content thing. You got it on the flip side. And I get it. You get to the moment right now, here we are, right? You're gonna fucking fly and buy pizza. Like, here we are. And so in your mind, rightfully so, you're like, I'm gonna take my shot, right? But the. But the balancing act is on the other side. You know, while you were talking like, do I really want to let this dude get that one? Time to do that. Because everybody wants that. I don't know him. You know, in general, I'm concerned about motivational people. Cause I feel like they're just trying to monetize audience and not bring value. So I'm going through all this stuff in my head, right? But I'm leaning towards Intuition and giving a gift and I'm like, I'm gonna fucking do. Literally this is what happened, man. I'm not kidding. I'm just telling you. And I'm like, I'm gonna fucking fuck it, I'm gonna do this. And then you said 10 times, and that basically is that one word. I'm like this fucking guy.

[I]

Well, I want to help you buy the Jeff's though.

[A]

No, no, no, no. I'm gonna buy the Jeff's. I don't need your help. You want me to give you a cosign to my audience to stop to spark your career, which by the way, is. Right, right. You know, there's nothing, there's nothing you saying on stage I'm a good man. And getting to my audience that's doing anything for me to buy the Jets. I'm coming out of my goodness, my heart to give you exposure.

[I]

So yes, it's gonna help me, it's gonna help me. But in return, I'm gonna have businesses and different things going on in which I'm gonna come with money as a man, you know what I'm saying?

[A]

I appreciate that. Good news. I already have enough money from people to buy the Jets. That to me is not the issue. The issue and the value I want to bring in this meeting is I think you're in an interesting spot where I think I can really help, which excites me. You're not going to need Gary Vee or any of these books or services of the motivational speakers of the past, if you hear me and realize by you honestly, with good intent, putting out content every day on just LinkedIn and TikTok, that you'll have the leverage, not me. That's what I'm trying to get you to. Don't let me be the gatekeeper to your spring pad. You be the fucking person.

[I]

No, I'm not letting you be the gatekeeper. I'm saying it's a lot of motivational speakers that have come and like Tony Robbins, Les Brown, all those guys. And you the man right now. You know what I'm saying? And I'm next. I'm next for real. Not joking. You know what I mean? Like I'm next. So I'm humbled.

[A]

Let me promise you. Yeah, I'm telling you with my soul, because I love you. I want you to be next. And the number one way you get to be next is by putting out content every day, specifically on those two platforms. I'm being dead serious with you. Okay, cool. But we'll still do that, Cosign. I'm going to figure out how to do it for you one time.

[I]

I appreciate it.

[A]

You got it. All right, who's next? You're on mute.

[E]

Rookie mistake. Calvin in Brooklyn, you are next. And we're gonna have a Brooklyn Manhattan show to close us out in Gary's time.

[B]

Gary, where are you? Cal, so great to see you again, man.

[E]

Yes.

[B]

So my question is around. I have my Simplero. This is my software company, Simplero, right now. Like I said, we basically had no marketing team for either this offer or anything. We've just grown through word of mouth by having a great product and doing great customer service. I've tried in the past. We had the team, Calvin. I've had other people on the marketing team. It didn't quite work out. So now it's the reset.

[A]

What's the big. Give me one minute on the learnings of why it did not work out or the hypothesis, because maybe you don't know yet.

[B]

Yeah, the hypothesis. I hired people, I think, just not the right people, honestly, and lack of leadership and clear strategy from my side. But, like, I hired people. Nobody thought to ask, like, who's our avatar? Who's our target market? Or, like, you know, basic things of that nature. So. And I didn't think of it either, so.

[I]

And last.

[B]

Last year on Team Callum was like, a lot of just bringing a lot of people on, a lot of chaos. And, you know, I like chaos, but it didn't work out with the team.

[A]

I understand. Yeah.

[B]

And so. Yeah. So trying to figure out, like, I really. What I love doing is live Q&As. I freaking love it. Bringing people on, just answering their questions, helping them with whatever. I don't need. I enjoy it so much. I don't need to, like, make it transactional, anything like that. So we've been doing some of that and it's. It's great. We're not getting a lot of traction on people actually viewing the content. So trying to figure out, like, do I just do that branding, like you said, for a year, put out that content, not even think about monetizing it?

[A]

Where are you distributing the content?

[B]

We've been doing YouTube, Facebook, Instagram, Twitter to some extent. Not LinkedIn and not TikTok.

[A]

So that's perfect. That excites me.

[B]

We're starting.

[A]

Exactly.

[B]

That excites me.

[A]

Right. I'm sure that's in Jay's pretty head. And. And so you'll attack that. So, to me, the answer is yes. But what you can imagine will make Both of you far more excited is actually seeing it getting traction. Hence strategic organic content. Everything's right. This is why I'm so loud, y'.

[E]

All.

[A]

The reason I'm yelling so loud is these doors close. Facebook fan pages were insanity in 2012. Twitter was bonkers in 2009, 10, 11, I amassed a million followers as a liquor store guy in New Jersey. Right. Instagram was crazy in 2014. 15. TikTok was crazier a year ago than it is today. Already. Already get on LinkedIn and TikTok organically yesterday. But understand that the content, the slang, the written words, the way you do it need will. It will do better if you understand the platforms. You know when you add six hat when. When Sam adds six hashtags that are financial terms to his little clip, that may make 10 more people discover it. You know when. When you lean on Jay because he actually is native to TikTok. Cause he and or his social circle lives in it. He's going to know how to do the sticker over or what a duet is. That shit matters. Strategic organic content.

[B]

Yeah. So in terms of, like, it feels to me like the SaaS business, the software company, there is like a lot of practice around how to market SaaS and sort of more direct response type of things. And, you know, the CAC and the LTVs and all like, all those kinds of that side of things. And then there's the content.

[A]

You got it. Brands, you got it. That's why I won with empathy. A pure math and art machine, by the way. If there was only the content part, I would have never built VaynerMedia. I want to build the greatest math and art CAC and LTV machine in the world. And then you put, you know, so think of it like, I want to build the best batter to make the best cupcake. I'll be the whipped cream, the cherry, and the sprinkles. That's what makes the ultimate cupcake. But if you don't have the cupcake part, then you know what ends up happening. People just are sizzle and they lose.

[I]

Got it?

[A]

Yes. Now, what I've really Learned in my 3.0 version is I'm almost turning the sizzle into a smart CAC and LTV thing, which is the hence Team Gary. And that's why we're now at this apex.

[B]

Say more about that.

[A]

I used to just make good videos on YouTube and I was fucking crushing. Right Now I know how to take that video and create 31 pieces of creative out of it. It's A podcast. It's a article for my blog. It's a LinkedIn post. One clip gets 14 million views from. You know, it's why DailyVee started. Right. It's why I started vlogging my life. I'm like, oh, my God, this is the fucking powder. So I'm pushing Sam, who's busy doing other things, to do a podcast. That will be the powder to make all the other stuff happen. It's why I'm so pumped with you. I think Q and A is the number one way to make great post creative content. So you're. Because you don't have to think. You're just answering. And then you and Jay and whoever else are then tweaking and you know.

[B]

Yeah, yeah.

[J]

And you took it one step further, Gary, by now applying it to your business where you could take a tweet and make a Super bowl commercial later down the road.

[A]

Yeah. I mean, to your point, the PCs, the post creative strategist, the person Calvin, you'll eventually add to your team that you and Jay or Whoever, you're making 39 piece of content a week or a day, and then somebody's reading every comment from that to then inform the next thing you should do. And to James's point, at VaynerMedia, we've gotten to a place where a single tweet eventually became the seed that created a Super bowl spot.

[B]

Right? Yeah. Fantastic. So is there a way to, like, how do I best leverage my software company into the personal brand? Like, I'm using that audience for Q and A and using it for distribution. Right. Is there another way there? And then the next question is leveraging the personal brand into some of the other products that I have, like my body meal meal replacement thing and other things of that nature.

[A]

So I think you're doing the right thing with the business. In as far as your other things, that's where Jay has to do. Strategic organic content, AKA all your bios, have to be strategic. Right. So your URL for one week on your biggest platform. Let's make pretend for now it's Instagram has a URL that links out to the SaaS company. But wait a minute. Then you're like, wait a minute, that makes no sense. The Instagram audience is much better from meals. So we're going to put our meal thing. Oh, we're converting better there. Right. Instagram story swipe ups. Right. You know, and so you're cross pollinating. And I mean, I always tell people, before you come to this, before you work with Sasha Or Vayner audit the shit out of me. Why do I have different URLs on all my social media? You think I'm doing that for my health? I promise you I'm not. You know, why do I do this? Why do I do that? So keep that in mind as well. But it's pointing people to different places based on different places you have attention.

[B]

Got it. And what's your split between. So the organic LinkedIn, TikTok, get that. But where do you. Where does the paid come in when it on the brand side of things?

[A]

It depends on the business. But TikTok, Instagram and Facebook are my favorite paid products.

[B]

Right. And you. So are they as well, Are they just based on the like, is that just awareness impressions or do you do track that to some other metrics one.

[A]

More time, my brother. Cause I was replying to Jay saying that he copied my bio and I was laughing one more time.

[B]

Sorry.

[A]

Yeah.

[B]

So when you do paid around the brand stuff, do you just do that based on, you know, to get impressions, awareness or.

[A]

Yes. It's my general straight up my feel. Do I think people are seeing this and now they know who Gary Vaynerchuk is? And I usually pay against either one of two things. Something that went organically viral, I'm like, oh, people like this, let's pay or something. I really want fuckers to know. Nothing in the middle.

[B]

I've never seen any. I see all your organic content. All this time, I never see any.

[A]

I'm spending more and more money on people on my team because I'm so good at organic. But I'm not against paid and I'm about to spend a lot of money on TikTok because it's so cheap.

[B]

Got it. Nice. All right. If I have more time, I have a much quite different question here. So I realized that there's a lot of people that I know that I could reach out to and do like clubhouse panels with or things of that nature or other things. And I just know this like insecurity that pops up in me all the time. I'm like, I don't belong. They don't want to hang out with me, they don't want to play with me and that kind of stuff. And I don't know if you have anything to say to that.

[A]

Do you remember riding a bike, swimming or kissing somebody for the first time?

[D]

Yes.

[A]

Or having sex? Like anything that. All of us have been through this multiple times growing up had scary ass shit. Like it was petrified. I was petrified. To swim and ride a bike. I was petrified to kiss a girl.

[B]

Especially at the same time. That sounds scary.

[A]

So, like, I understand being scared. I just want to remind everybody you eventually did it and now it sounds ridiculous of the thought of being scared of it. What's going to happen? They're going to make you feel bad that you're not important enough. Well, you're going to reach out to Gary Vee and he's not going to reply. And now you think, fuck, you know, he doesn't think I'm cool. Like, who gives a shit? Go to the next person.

[B]

Yeah, no, you're right, 100%.

[A]

Have Jay do it right. How do I do it right as I'm like. And by the way, that's. That's what you do. Like, I have noticed how I said I don't do Photoshop. I pay. People do Photoshop. I don't like it. I don't know how to do it. All right, I have a little bit of emergency. I have to bounce. We're good, Joe.

[E]

Yeah, we're good. We went through everybody twice.

[A]

Thanks, Gary. Bye, everyone.

[B]

Thanks, Gary.

[A]

Enjoy the rest of this. Take care. This is the GaryVee audio experience.