Jab Jab Jab Right Hook: Interview with Gary Vaynerchuk

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Gary Vaynerchuk, the ever-successful entrepreneur and business speaker&writer, has just released his latest book: Jab, Jab, Jab, Right Hook: How to Sell Your Story in a Noisy Socia World. GetResponse had a chance to ask Gary a few questions about today’s position of email in the online marketing world.

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GetResponse: What was the latest email marketing newsletter you signed up for? and why?

Gary Vaynerchuk: I don’t know if I have signed up for one in a long time. But Jason Hirschhorn’s MediaRedef I think was the last one because he is the best.

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GR: What was the last email marketing newsletter you ‘unsubscribed’ from and why?

GV: I do this eight times a day because people find my email out there in the world and slap it on their lists.

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GR: Most social networks have a specific crowd. Would you say email has a specific crowd or language? 

GV: Email has everyone that is 25+ in America for example. Email really still is the killer app.

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GR: We all know email won’t die. It’s tied into every social media account setup. But does it have a chance to be cool again?

GV: No, it does not.

GR: You mention some social spammers in JJJRH. Email was broken by aggressive and sometimes abusive marketers leading to CAN SPAM to protect users. Do you think social may also need such regulations in the future?

GV: Absolutely. That is 100% going to happen. Marketers ruin everything. But just like email, it will not die.

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GR: You mention that sharing a laugh or an emotion is a key part to jabbing via social media. Do you think the same can be used in email or are people in a different frame of mind when in their inbox?

GV: They are in a different frame of mind when in the inbox. Social media’s advantage is that the content is light weight and the fact that you do not have to delete tweets or Facebook posts is a different way people use the platform. People have to manage their inbox and would get upset of such lightweight pieces of content coming through via email.

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GR: It’s fair to say that email is now a one way communication too.. Should newsletters encourage people to hit reply or better to lead people towards social sites to continue the conversation?

GV: I’ve given this a lot of thought. Part of me thinks people can really win by replying on email over social. It is something that I haven’t even tested myself but definitely something I will play with and test.

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GR: When you started WineLibrary, email marketing was a major communcation tool for you. If you launched it today, would you use email like you did then?

GV: Yes – it would not be as effective, but I would. The days of 80% open rates are just over.

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GR: I know many times you will have been asked for the secret formula for social media campaigns and your answer is it doesn’t exist, but would you say social is getting easier or harder for businesses.

GV: I think social is getting harder because more people are getting better at it. The answer is both, just like how it was with email. In 1997, 1998, 1999 when I was doing email for Wine Library, in theory it was harder because more people were using it and more noise. But it was also getting easier because more people were using it and accepting of it. There is a tipping point. If you are early there is less people but you are organically stronger. It really is both easier and harder.

GR: Would you say that Social Media is a equalizer and gives smaller business a level playing field with corporations? Or can more $$$ still give corporations an advantage?

GV: More money can give companies and advantage in terms of distribution of content. However, Twitter search is where any one can jump in and put in the hours and be on a level playing field. Where big data used to cost a lot of money, Twitter search is incredible.

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Have you got any Gary’s books? Are you planning to get the latest one? Let us know and share your thoughts!

  • I reviewed Gary’s latest book (#JJJRH) and the light bulb finally went on for me about Facebook. It has never been my favorite social network and I didn’t see a way small business can win on it without spending money until the examples in Gary’s book made me realize something. Then I was watching @MQTodd screen share his G+ accounts and realized he only shares pretty pictures. He is even further away from sharing what converts than Gary is. But now I’ve seen what I believe will allow us to share videos people want to watch and share that will actually convert. So I’m hoping to show that to Gary in a custom video demo made about his wine store. I’ve also reached out to Mari Smith, Marty Weintraub, and have requested a demo for Marsha Collier because this is big and the faster we get on board the more we can benefit businesses of any size.

    FeedBlitz allows subscribers to choose to be sent messages via a social network instead of email, so it could be used to get subscribers interacting online.

    I’m not sure I agree with Gary on “light” content not working in email. Based on what he and MQTodd are doing, I believe we need to change our email marketing to much shorter and more entertaining messages people are more likely to open. Getting those open rates back up is the best way to ensure we’re top of mind when someone is ready to buy. So instead of a longer email people think they don’t have time for any more – send them an email with your logo, one paragraph or one image or one video, and a link to get where you want them to go – and nothing else.

    Personally, I almost never open newsletters any more because I don’t make the time to read long messages. But if they were really short I’d open them again. Something to think about – and something I’ll be testing in 2014.

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