Thread by Aleksandr Volodarsky
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- Sep 19, 2022
- #Business
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Gary Vee has built a $200M empire on the back of his personal brand.
Here is his signature framework:
Here is his signature framework:
Today Gary:
• 37M+ followers across different platforms
• $200 net-worth
• 5X NYT best-selling author
But it started in 1998 when he joined his family business (Wine Library) to scale it.
• 37M+ followers across different platforms
• $200 net-worth
• 5X NYT best-selling author
But it started in 1998 when he joined his family business (Wine Library) to scale it.
The Internet was booming—so he capitalized on it to launch one of the first e-commerce wine companies and grew it from $3m-$60m through email marketing and Google Ads.
Meanwhile, Gary launched the YouTube show -WineLibraryTV- to share wine reviews and promote his business.
Meanwhile, Gary launched the YouTube show -WineLibraryTV- to share wine reviews and promote his business.
His ability to understand media and engage viewers landed him TV appearances with Ellen, speaking gigs, and a $1M book deal.
He focused on building his personal brand.
He started creating content on different platforms and grew like wildfire on YouTube, Facebook, and Twitter.
He focused on building his personal brand.
He started creating content on different platforms and grew like wildfire on YouTube, Facebook, and Twitter.
The publicity brought demand from other brands, so he started Vayner Media.
They landed contracts with F500 companies (like PepsiCo, Toyota, TikTok, etc.
While the agency grew, he went all-in on creating daily YouTube, Instagram, LinkedIn, podcast, and now TikTok.
They landed contracts with F500 companies (like PepsiCo, Toyota, TikTok, etc.
While the agency grew, he went all-in on creating daily YouTube, Instagram, LinkedIn, podcast, and now TikTok.
That seems like a lot of work, but It ultimately paid off:
• Agency grew to over 1.3k employees and $188 revenue
• His startup Resy sold it for 9 figures.
• Speaking gigs fee is $100-$200k
• 5 book deals
• angel investments in Twitter, Coinbase, Uber, Snap, Venmo
• Agency grew to over 1.3k employees and $188 revenue
• His startup Resy sold it for 9 figures.
• Speaking gigs fee is $100-$200k
• 5 book deals
• angel investments in Twitter, Coinbase, Uber, Snap, Venmo
I hope I have sold you on the idea that personal brand has played a substantial role in building his wealth.
He shared a lot about how he did it in many videos, podcasts, posts, and talks.
I tried to summarise it in a simple framework:
He shared a lot about how he did it in many videos, podcasts, posts, and talks.
I tried to summarise it in a simple framework:
1/ Control your narrative
Be clear about what topics you want to be known for, and create content accordingly.
For Gary Vee, those are business, marketing, and self-help. He creates content only in these niches. You won't find him talking about finance or healthcare issues.
Be clear about what topics you want to be known for, and create content accordingly.
For Gary Vee, those are business, marketing, and self-help. He creates content only in these niches. You won't find him talking about finance or healthcare issues.
2/ Focus on the message, not the medium
Consumers' attention shifts rapidly. 10 years ago, people lived on FB. 5 years ago, it was Instagram. But, today, people consume news and entertainment through TikTok.
But, too many people ignore this change. Not Gary.
Consumers' attention shifts rapidly. 10 years ago, people lived on FB. 5 years ago, it was Instagram. But, today, people consume news and entertainment through TikTok.
But, too many people ignore this change. Not Gary.
He pays attention to changing trends and adapts. He was one of the first people to go all-in on Twitter (in 2008), Instagram (2016), and TikTok (2019).
Gary didn't complain about the changing mediums. Instead, he focused on how best he could convey his message. Do the same.
Gary didn't complain about the changing mediums. Instead, he focused on how best he could convey his message. Do the same.
3/ Provide value
Each of Gary's posts either educates, inspires, or entertains.
How you can ensure the same:
• Scan comments to find the content people like.
• See what your followers ask for in your DMs/comments.
• Ask about content suggestions.
Create accordingly.
Each of Gary's posts either educates, inspires, or entertains.
How you can ensure the same:
• Scan comments to find the content people like.
• See what your followers ask for in your DMs/comments.
• Ask about content suggestions.
Create accordingly.
4/ Be authentic
Gary doesn't fake his personality for short-term wins. He uses the f-word and blunt messaging because that's who he is. By doing so, he's attracted an ocean of die-hard fans.
Likewise, be "you" and let your content show your values. Authenticity compounds.
Gary doesn't fake his personality for short-term wins. He uses the f-word and blunt messaging because that's who he is. By doing so, he's attracted an ocean of die-hard fans.
Likewise, be "you" and let your content show your values. Authenticity compounds.
5/ Consistency beats genius
Gary has been posting content for the last 15 years. He showed up every day — even when he received zero engagement. Will you?
Building a PB isn't easy. It requires effort and time. You've to earn your audience's attention.
Show. Up. Every day.
Gary has been posting content for the last 15 years. He showed up every day — even when he received zero engagement. Will you?
Building a PB isn't easy. It requires effort and time. You've to earn your audience's attention.
Show. Up. Every day.
6/ Content Repurposing (CR)
Gary turns 1 long-form YT video into a YT short, IG reel, carousel post, blog, graphic post, and LinkedIn post. That's 1 piece of content converted to 5-6 pieces.
With CR, you won't have to develop new ideas daily to publish consistently.
Gary turns 1 long-form YT video into a YT short, IG reel, carousel post, blog, graphic post, and LinkedIn post. That's 1 piece of content converted to 5-6 pieces.
With CR, you won't have to develop new ideas daily to publish consistently.
7 Engage
Like Gary, you should engage with your followers and people in your industry.
• Add your thoughts as often as you can.
• Answer people's queries.
• Appreciate a unique perspective.
• Thank followers.
Like Gary, you should engage with your followers and people in your industry.
• Add your thoughts as often as you can.
• Answer people's queries.
• Appreciate a unique perspective.
• Thank followers.
And the main thing:
Gary treats his personal brand as his main gig, not just lead gen for his businesses.
Hey @garyvee have I missed anything?
Gary treats his personal brand as his main gig, not just lead gen for his businesses.
Hey @garyvee have I missed anything?
@garyvee That's a wrap!
If you enjoyed this thread:
• follow @volodarik for similar business/tech story breakdowns (I also share everything on the way to growing to $100m / year )
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If you enjoyed this thread:
• follow @volodarik for similar business/tech story breakdowns (I also share everything on the way to growing to $100m / year )
• RT the tweet below to share this thread with your audience
oh wow
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Sahil Bloom @SahilBloom
·
Sep 19, 2022
Really good stuff