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Storytelling in 2014
I wake up every morning upset about
one core thing:
Storytelling in 2014
That’s it.
The reason I was able to
be so successful at
The Wine Library wasn’t
my charisma…
It wasn’t my good looks.
(ok, maybe a little)
It was based on the fact that I
understood where the consumer
was in 1996…
And more importantly…
… Where they were going to be in 1998
I’m passionate about the ways we get
stuck as marketers:
Marketers spend millions on:

Billboards

Direct mail

Print

WHY?

Radio

TV
Many of these are collapsing in terms of
getting the attention of the user.
If you can name the last time you…
A. Didn’t fast-forward through
a commercial
B. Stopped to look at
outdoor media
C. Were excited to open
an email
Then email me at
gary@vaynermedia.com
and tell me about it.
(Because I bet you can’t)
And even if you can,
you don’t seriously believe that
billboards are worth as much now as
they were pre-cellphones, right?
Same is true for Email
(which was Wine Library’s foundation, I might add)
If you’re reading this, and you work
in email marketing…
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
The value proposition just isn’t the
same as it used to be.
And it’s because of (sorry to say)
people like me
There was a day when you were super
excited to buy $40 of sushi for
$20 on Groupon.

*
But these days you mark all that
shit as

before it even hits your inbox

*
because you’ve been getting blasted
at scale for the last three years.

*
What’s the fix

?

*
What do you do when the ROI in 2013 for
TV, Billboards, and Email sucks in
comparison to 2004, 1994, or 1984???

*
Here is what it comes down to:

*
Every single marketer out there is a

STORYTELLER

*
It is our job to tell our

value proposition

*
(what our story is)

*
to customers along the path of purchase.

*
Period.

*
And to be a good storyteller,

*
first you need the ATTENTION of the
customer to even get that chance.

*
And their attention is shifting, my friends,
and it is shifting FAST.

*
Our society is experiencing ADD at scale,
which means

*
TIME and ATTENTION
are commodities…

*
They are by far the most valuable
resources in the game.

*
Most marketers treat social media as a
“distribution channel,”

*
as just another way to blast you with
the same shit.

*
They are missing the fact that social
networks are the first platforms ever that
are actually a two-way conversation.

*
Just look at Twitter and how it is the
cocktail party of the internet.

*
Now what makes you a good
cocktail party guest?

*
Is it talking about yourself for
95% of the time?

*
I don’t know what kind of cocktail
parties you go to… but I really, really,
really hope your answer is

“NO.”
*
Look at my
Twitter account,
@GaryVee.
Literally 90% of
my tweets are
engaging with
other users.
*
That’s how you bring value.

*
The trick here…

*
the way to
truly succeed and
provide value…

*
is to learn to natively
storytell on each platform.

*
Respect the psychology of what makes a
Facebook user

*
different from a Pinterest user

*
and more different still from
an Instagram user.

*
Can you understand WHY people find
value in platforms?

*
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.
*
And much smarter, richer, more wellsupported people than you have been put
out of business for that very reason
*
Because they refuse to play like
the year that it is, 2014
*
It goes on and on, and I could make an
entire book…

*
…giving you tactical
advice for how to
create the best
micro-content…

*
(oh wait… I did)

*
MY NEW BOOK IS HERE

Jab Jab Jab Right Hook
available now on Amazon!
*

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