where brand was this underpriced.

Let me explain.

What is the biggest difference

between me and a lot of people

that look like me

or me and the companies

that I work with and I get them there?

It is the fact that I do branding

not sales.

Branding is different than sales.

I love when people come up to me

and they're like,

"Gary, I'm a marketer,"

and I'm like "Cool, what do you do?"

"Well, I am a affiliate marketer and

"it's, you know, conversion-based,

"top of the ..."

I'm like, "You're a salesman, bro."

(pulsing music)

You've got your perspective.

(pulsing music)

(cheering)

You want to be happy, don'tcha wanna be happy?

(snapping)

(jazz music)

Unless you are producing content

that is meaningful to an audience,

on this device across seven or eight platforms,

podcasts, LinkedIn, YouTube, Facebook,

Instagram, Twitter, Tumblr,

like, unless you're producing

content in written form, audio form,

or video form, across seven to 10 apps

on this device,

unless you are relevant on those 10 apps,

LinkedIn, YouTube, Twitter, Instagram,

if you are not, you are fundamentally irrelevant

in society.

This is a very important thing

to understand because I know there's

people sitting here who have

11 million dollar business,

and are super happy

and aren't even on social media.

I get that, but what you're not

factoring in is what happens next.

To me, what's most important is not today.

I stand up here and so unbelievably appreciative

of that reception that I just got,

that knowing how many of you came

here to hear me speak,

but I promise you,

as I breathe here right now,

I recognize that literally everything

I did an hour ago and back

is irrelevant if I'm unable to execute

going forward.

Tomorrow, if I start making

the wrong decisions, and not executing,

begins the vulnerability of unwinding

everything I've done.

And I think we all understand society,

we react much heavier to mistakes

than we do to successes.

The reason I'm pushing that you're irrelevant

if you're not here

is I don't think everybody here,

including myself,

has factored in how much more

attention is going here.

Let me promise you this,

no matter what you think about technology,

your kids on iPads all day,

you always on the phone,

nobody talking to each other,

how you judge kids 'cause they don't shake

people in the hand and look in the eye,

and all the other horseshit that demonizes

technology, right this second,

the way we interact with technology,

is the most basic you will ever see

in your life.

10 years from now, every one of these phones,

every one of these video game platforms,

every one of these websites,

are going to seem like a fucking

beeper and MySpace.

You have to understand this,

here's why.

There's nobody here pot-committed enough

to this, including myself.

There's nobody in this theater

right now, pot-committed to this enough,

including myself.

When I say pot-committed to this,

what do I mean?

I mean, every person in this room

needs to take a substantial step back

and understand, am I producing enough pictures,

videos, written words, in these platforms

to achieve what I want.

And the answer is - I'll save you time -

is no for everybody, and

for somebody who's putting out

85 pieces of content a day,

across audio, video, and written word a day,

my answer is staggeringly no.

Meanwhile, there are people here

who take four and a half hours

to figure our a perfect Instagram post

'cause they want it to look good

when somebody lands on their fucking profile.

(audience laughing)

(cheering)

It's true.

(cheering)

The quickest gateway, the quickest execution,

for everybody here to get whatever

the hell they're trying to get out

of here today, is to produce content

on 10 websites.

The quickest way for you to get what

you want, in your life,

is to produce videos, pictures, and

written words across Facebook, Twitter,

Instagram, LinkedIn, YouTube, podcasts,

your website, email, text messaging platforms.

Period.

You know what's crazy?

I literally want to say right now,

thank you London, I'm out.

Like, I'm thrilled to go into the mindset,

I'm thrilled to tell you - if you

follow me on Instagram, this is where

I've taken most of my content -

I'm thrilled to tell you the reason

you're not producing enough content

is unfortunately you value other

people's opinions more than your own ambition

and happiness.

That literally, pants47 could leave a content

that you're ugly, and it makes you

stop posting.

I can go into that, I can go into

a million other things, but I make this

very clear and obvious,

the reason I'm just beginning to succeed

in my ambitions is because today is the least

amount of content that I will produce,

because I will produce more tomorrow

and more the next day.

You have to understand, media dictates everything.

Right. There's a specific reason that when

there's a coup in a country that the army

goes and takes over the TV network and

the newspaper.

Communication is the game.

Maybe because of being born in the Soviet Union

and raised in the U.S., I have this paradox

of being fascinated by closed and open

system of communication.

Maybe because I'm an extrovert

and I talk a lot.

I don't know why, but something came

natural to me my whole life, which is communication.

What are the things that make people

do things. Right.

What I'm fascinated by is the

mockerization of media.

What I'm fascinated by is that everybody here -

how many people here have been following

me for more than one year?

Raise your hand.

The fact that 90% of this audience

knows that all I want you to do

is run Facebook and Instagram ads,

and you still aren't,

makes me want to punch all of you

in your fucking face.

(audience laughter)

I mean, literally, all I've been asking

you to do for the last two years

is run Facebook and Instagram ads

and you fuck faces still aren't.

(audience laughter)

And I say this because I put it

on film because I'm going to run this

exact video against you in five years,

on some platform telling you that you

missed the golden era of Facebook and Instagram

because now it's appropriately priced,

and you guys have heard me if you follow me say this,

I regret that I wasn't able to build

my dad's business bigger because I didn't

spend enough on Google. I didn't spend enough.

I had it figured out. It was called Google AdWords.

It was working. Yet, I was still doing

newspapers, and direct mail, and radio,

and television, because I didn't understand

the context of the moment

that I was living in.

I didn't have enough experience to know

that I bought something so good, so underpriced,

so scalable, that I didn't squeeze the fuck

out of it enough when Google AdWords

was the best.

If you follow me, you've heard me say

that Amazon was the number one spender

on Google AdWords in those early days,

and literally used that underpriced attention

to be what they are today.

I want you to spend on Facebook and Instagram

because there's a possibility that never

in our lives again, will you be able to get

in front of people at that cost.

Let me just say that one more time

'cause I really need you to understand it.

This - right now - and this is why

I yell at myself - for the 50, or 80, or 100

thousand dollars of my own money that I spend

on ads on these platforms

to continue to build brand - the truth is,

I should spend more.

And this is not a joke.

If I didn't have such a high expense

to run my lifestyle because I have a family

that's fancy now,

(audience laughter)

let me make it more basic.

If I was single right now, I would literally

go move in back with my parents

just so I'd have more money to run

on Facebook and Instagram ads.

(audience laughter)

I'm gonna say it one more time.

(audience laughter)

We have never lived in a time

where brand was this underpriced.

Let me explain.

What is the biggest difference

between me and a lot of people

that look like me or

me and the companies that I work with

and I get them there?

It is the fact that I do branding, not sales.

Branding is different than sales.

I love when people come up to me

and they're like

"Gary, I'm a marketer."

And I'm like, "Cool, what do you do?"

"Well, I'm affiliate marketer and

"it's conversion-based,

"top of the ..."

I'm like, "You're a salesman, bro."

You're not building a brand.

You have 747 URLs that you do

landing page optimization against

and you convert and that's amazing.

I am - being an affiliate marketer

is amazing other than the fact

that it should be called an affiliate salesman.

Brand is why you buy Nike.

Brand is why everybody who's wearing jewelry

and watches right now, are wearing

what they're wearing 'cause they bought

a brand, not somebody cookied them on Instagram

and re-marketed to them,

and then they bought that watch.

For the most part.

And so, I brand.

And why I love brand is because

it's in perpetuity.

When you build a brand, you can play

in that brand for a very, very, very long time.

Why Facebook and Instagram are special

and more special than Google is

is in Google's heyday, it was not that it