Content is King, Context is God March 17, 2011Posted by bobv451 in e-books, education, podcast, VIPub, web & computers, writing.
So said Gary Vaynerchuk at his talk Tuesday night. The point he is making boils down to finding how people get their information. Push ads traditionally have been aired on radio, TV and in print. Then came spam. All of it is being ignored. His stat was the average teenage girl texts 14 times a day and only uses the phone to speak a few times a month. Get into the mobile world and you’ll see better results with your promotions.
He just aired his 1000th YouTube video on wines and got 300 emails. He put his first mobile video up and got 1100 emails. The shift is occurring from desktop to mobile and to reach the most people you need to drift with it.
He is less a FB proponent than a Tumblr. I’ve never found anyone who used Tumbr, so tell me about it. I know you can easily post video and audio as well as text. Anything else recommending it? Is there an easier pipeline into the mobile handset market?
One takeaway from his talk sums up business and life as a whole: effort is underrated.
You have to want to make it and ignore the roadblocks. No playing the victim. Think about where you want to go and how you want to get there. Then be flexible when the rules change–or the game changes.
Vaynerchuk sells wine. Translating what he says about marketing to books and VIPub is fairly easy. We can sell virtual products, we can set the price, we need to bring in readers–and we need to keep those readers. I always thought of reading as a personal pursuit and have come to believe the author supplies 75% and the reader 25% to any “reading experience.” The author cannot possibly know what hopes, fears, likes, dislikes, a reader has so that 25% is always out there flapping in the breeze. But touch even a part of it with our 75% and a thread is spun. Use Vaynerchuk’s ideas of promotion and it can be a hawser.
As I said yesterday, I’m probably not going to get The Thank You Economy but I do have my copy of Crush It! and likely will give it another read with new eyes to pick up on what I missed the first time through.