Marketing Lessons Learned (so far) from Gary Vaynerchuk

Gary Vaynerchuk is the smartest, hardest working and most progressive authority in social media today.

I know, that's a pretty bold statement to open up with, right? Well, Gary is, at the top of my list of all those things and so many more. I can say this as I have experienced all of Gary Vee as his fans refer to him as... first hand.

Having Gary as a client as his advertising agent from '04 to '08 while he was running Wine Library, I observed that he was then, and still is far ahead of his time. Gary doesn't "jump" curves, he leaps over them, pulling the next curve with him. Enjoyable, challenging and career defining work was produced during those four years, but what I am truly appreciative for are the lessons we learned together and the friendship we formed that lasts to this day.

In his keynote speeches and in the pages of his four books, Gary has frequently mentioned how Wine Library went from a "little liquor store doing a couple of million in business to a $60 Million a year 'wine-on-line powerhouse' in only 7 years." Then, the birth of WineLibraryTV in 2006 and of his personal brand lead to interviews in The Wall Street Journal, appearances on national television and best selling books. Then followed the immensely successful Vayner Media, angel investing and so much more. Gary is history in the making, as the GaryVee story is no where near complete.

After recently catching up with Gary at Wine Library (shameless pic at the top of this post), the temptation to fondly look back is too strong to resist. Just as strong is the desire to create and distribute valuable content for my followers!

So here goes- Five (of the many) Marketing Lessons I learned (so far) from my friend Gary Vaynerchuk.

MARKET IN THE YEAR YOU ARE LIVING IN.

I would like to challenge myself and everyone reading this right now to take this one step further and MARKET FOR UPCOMING YEAR (and I'm not talking about 2015) because...

When it comes to marketing, today is already gone and tomorrow has it's bags packed, standing in the doorway waiting for Uber to arrive.

The world has changed and it's continuing to do so faster than we've ever seen. Our culture... the media we consume and the way we consume it... where we get our news... have all dramatically evolved in the last 5 years alone...

Yet, so many still market like its 2004.

So many still denying that people are watching their favorite shows on their DVRs. Denying that people are looking at their smart phones checking Facebook, Instagram, Twitter or LinkedIn every chance they get. Some still believing that people give a crap about offers in their email.

This is the biggest problem in auto dealership marketing today! (If you follow me on LinkedIn, you more than likely have something to do with the auto industry.)

And this applies just as much to what you are saying as to where you are saying it. Long gone are the days of the "hard sell" and hooks that our customers really never understood.Change your message to "why" someone should buy from you NOW, and then, prove it. Be Valuable and Unique in your message and success will follow.

STRAIGHT TALK SELLS!

Right out of the gate, keep your message straight and communication direct. Stay focused on a unique, compelling offer or benefit. Overload only works on Chinese restaurant menus (and even there, its barely acceptable).

If you're an e-commerce site putting out an offer for free shipping, make your message "FREE SHIPPING" and make it BIG and CLEAR so a 5-year old can understand that if they order something, the cost of shipping is on the house.

Free Shipping "with a purchase of $50 or more?"... Try to hide the fact that you've got to spend at least $50 bucks and you'll only lose people's trust. There is no room for white lies or smoke & mirrors when it comes to your message. Consumers have too many alternatives to have to deal with your shenanigans.

Simplicity beats complexity every time, hands down. Keep your message clear, concise and straight. With value comes response.

At Wine Library, our message was always clear and sharp. But when "FREE SHIPPING" turned into...

... our world changed.

TRY NEW THINGS!

It's been said that doing the same thing over and over again expecting different results is the definition of insanity. Yet, so many fail to adapt to the way things really are. They consistently do what they did years ago because "it worked" or "we've always done it that way."

There is a whole new world out there and, your customers are living in it. Just because you "think" they are not into these "new things" doesn't mean they're driving around listening to terrestrial radio or catching the headlines in the morning paper.

More importantly, they're not coming in to "kick the tires" or "see what you've got on the lot." Instead, they're home, in their pajamas searching for information on your product or service on Google, then visiting your website (and nearly every one of your competitors websites too), searching your inventory and "feeling you out on-line" BEFORE deciding who to contact about purchasing.

Learn, adjust, and adapt or time and technology will eventually take you down hard. So hard, you may never be able to get up again.

NEVER BE AFRAID TO CHANGE YOUR MIND!

Before anyone goes sideways on me here, hear me out. I'm not saying you should change your mind like the wind changes direction or that you should be swayed by everyone else's opinions. Nor that commitments are meaningless.

As before stated, just because you've been doing something a certain way for a period of time doesn't mean it's the right. Keeping up with the times is a constant work in progress.

If you try something and it doesn't work, or if you're not getting the results you hoped and you've given it the proper amount of time to be effective, dump it! Drop it like a bad habit and move on to your next great idea.

Changing your mind is a sign of intelligence.

Knowing when it is time to move on shows that you have your hands firmly on the wheel, your eyes on the road and you can tell that a change of direction is necessary. But don't break commitments or contracts, as your word is your bond and is the only thing that stays with you forever. Only commit long term when you are sure that you are all-in on any idea or media.

DON'T EXPECT GREAT RESULTS IF YOU DON'T WANT TO HUSTLE!

Success is available to everyone, but it comes at a price. The price is your sweat, time, effort and hustle. Without hustling, your chances of true success are left to fate and luck. I don't know about you, but I'm not a big fan of luck. My belief is you get lucky from your own hard work.

Hustle is one thing you are in complete control of. You can answer that one last email, or read that one extra article, or hustle to grab that one extra "up" out on the lot. You are in control of your day from the second you open your eyes to the instant you fall asleep. Wasting those valuable ticks of the clock only hurt and steal opportunities from you and the ones you love. But don't steal time from family and friends. When it's time to work, work hard. Hit it hard... as hard as you can... every time.

Don't get what I'm saying here about "hustle"? Just watch this and you'll quickly catch on...

This one may not apply 100% to marketing, but I love it anyway, so I included it. When you write your own blog, you can include in it whatever you want. Can't write your own blog?.... BS! If I can do it, so can you.

On and on the words could continue to flow, but knowing that your time is valuable, this is it for now. Sincere thanks go out to THE MAN, Gary Vaynerchuk, for making an old friend feel special. I knew that all the fame, TV appearances, keynote speeches and big business deals would never take you away from being the guy who worked harder than anyone else and hustled his way to the top.

Enjoyed this article? Man, I Hope So! Go ahead & click the "like" button and PLEASE feel free to leave a comment. Don’t forget to scroll to the top and follow me here on LinkedIn , or on Facebook, or Twitter. And please share this with anyone you like or re-post it on your social networks.

Frank J. Lopes is Vice President of Forrest & Blake Marketing/Advertising. His nearly 20 years of marketing experience is focused on Automotive Dealership and Retail Marketing.