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It's All About StoryTelling
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Alexander Novicov
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Marketing / Social Media is not about PUSHING! It's all about conversations!
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It's All About StoryTelling
1.
2.
I wake up
every morning upset about one core thing:
3.
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…
8.
And more importantly…
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. *
28.
What’s the fix ? *
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. *
51.
The trick here… *
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! *
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