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