Alot of my friends and clients had been telling me about an awesome book called “Crush It” by a guy named Gary Vaynerchuck.

“Crush It” Book Gary on set doing his Video Blog

Its all about how Gary took his parents Liquor store from 4 milion a year to over 60 million in 5 years! all by blogging and using social media back in its early stages. Instead of me going through the entire book or creating my own highlights of the book. I found a really great post from Jeff Bullas on his own blog and just thought I would share his great summary with all of you.


Here it is….

32 Lessons For Online Video Social Media Marketing Success

I have previously mentioned Gary Vaynerchuk’s story and how he grew his family wine business from $4 Million to $60 Million using  online video and social media. He started as the co-owner of a wine store in New Jersey. He gained fame as the host of Wine Library TV, a video blog on the subject of wine, built his wine store into a multi-million dollar business and established his personal brand with TV appearances and speaking engagements around the world.

We will look more extensively on some of the lessons he has learned on his adventure, that may inspire you and motivate you to take your company and brand to the next level, using social media and online video.

1. Blog about your passion: Focus on what you love to do. Find your passion and start blogging about it. By doing what you love, you will be more dedicated, more genuine and you will have more enthusiasm. Your readers, your viewers will notice this. Publishing great content will be easier. Sharing your knowledge and experience will be easier. Making the content unique, interesting and useful to your target group will be easier, as long as you do what you love. Then, find a way to monetize it.

2. Put your face in front of people: Gary V’s way “Answer every single email and every single comment on your blog for the rest of your freaking life”

3. Don’t be a faceless corporation: Show your face, show your personality. Make it easy for your audience to reach you. Have a Twitter account. Listen to what your readers say. Interact with your audience. Show your appreciation by answering comments / e-mails / tweets you get.

4. Spread the word: “Content is king but marketing is queen and the queen runs the household”Many bloggers just publish a post and wait for visitors and subscribers to be handed to them on a silver platter. That is too passive. You can’t sit around waiting for people to find your blog, you need to find them, help them out, show them the value you create and win them one by one.

5. Be different and eccentric: Do not be afraid to be seen as different, or even eccentric. Being different or eccentric in the crowded world of blogs is the strength. Gary Vaynerchuk is very hyperactive and has a very high energy level in his video blogs. He is very direct and doesn’t censor himself, which makes him very authentic and inspirational to follow.

6. Create a dedicated tribe following you: He says “With you and a little bit of me, we’re changing the wine world, whether they like it or not”

7. Be part of the conversation and connect and listen to your audience: You are a part of the dialog and you are making your customers part of a greater community. You build fans one by one. You show that you care, you give your customers someone they can trust and you lead your tribe towards a better place.

8. Go where competitors don’t go: Vaynerchuk leveraged modern technology to reach young wine audience. His video blog caught the attention of a demographic new to wine, at the time when none of competitors cared about Internet, video blogging or social media. To stand out and to differentiate yourself in a blogging world that is saturated with text, you can expand by using video and audio for content and message delivery.

9. Pump out content consistently: “Pump out content – if you don’t produce something every day you’ll be out hustled”Gary Vaynerchuk started his video blog and has remained dedicated and very consistent in producing content and recording multiple video blogs every week for several years now. Creating content regularly builds trust and dependability and gives readers a reason to subscribe and check back often and follow you. He puts out 5 video blogs a week. (John Chow puts out 4-5 blogs a day)

10. Relentlessly promote: He promotes himself and his Wine Library TV Vlog, where he “brings the thunder” to wine reviews, smashing the preconceived notions that wine appreciation has to be snooty. Watch enough episodes and you not only will you get to know wines, you’re liable to become a NY Jets fan.

11. Learn how to use online video: Immerse Yourself in The Online Video Platforms, Wine Library TV is almost a masterclass in vlogging. It’s lo-fi without feeling that way. It’s a direct reflection of Vaynerchuk’s high-energy, passion and sincerity. And Vaynerchuk is a master of social media, using blogs, Twitter, social networks — anything that invites users and keeps them active in the show and his world.

12. Have patience: Building a business, a brand is not a sprint it is a marathon, its not about building a landing page and making millions.

13. Work hard: He works 15 hour days If you really want it, 7 o’clock at night, to 2 in the morning is plenty of time to do damage after you have finished your day job.

14. Marketing is about the 2 C’s, content and community. Don’t forget about that second C – Community – and think of your audience as human beings, not nameless, faceless potential for ROI

15. Social media are just tools to help you engage with your community. They don’t make the difference, you make the difference. Use the tools to interact with your community. Word of mouth is incredible for building your brand, and social media amplifies your WOM reach.

16. Show you care: Big corporations “don’t get it” because they don’t care about their company. But be glad the mainstream “doesn’t get it” because this is your opportunity to get ahead of the game. Build your equity, build your brand, before they get here.

17. Don’t spend time controlling your message: You can’t control your message on the web, get clear and spend your time fixing your message so it makes sense.

18. Stop doing stuff you hate: You can lose just as much money being happy as hell.

19. You have to hustle and want it more than everyone else .

20. You need a business model: So look at all the different ways you can make some cash along the way. The book “Free”  by Chris Anderson, lists 50 different business models that may give you inspiration.

21. Keep in mind you are creating a “body of work”: Legacy is greater than currency – but you have to create it and the web as a big copying  machine, records and keeps it and spreads it.

22. The Gatekeepers are losing control. Before the Internet and Social Media you had to get past the gatekeepers the PA’s, agents and middlemen. Now you can get your video in front of them via “multiple social media channels” like Facebook,YouTube and Twitter

23. Believe in what you’re doing: whether it’s your personal brand, or the product you represent – or you need to get out now.

24. Everyone is going to be consuming content everywhere: So put your content into as many types of platforms and mediums as possible

25. Personal Brand Has become increasingly important: Create brand equity in yourself.

26. Get out and network: Online and Offline

27. Use As Many Tools as you can: Connect to your user base anyway you can, everywhere you can, as often as you can to multiply your effort.

28. Niches can go crazy: Find a niche you love. The web has made the ability to create micro niches extremely profitable as we now have a global village where you can sell online 24/7 worldwide.

29. Comment on blogs and video Blogs: Leave a solid response that shows you understand the space and put in the first comment then everyone who reads the blog will see you first at the end of the blog.

30. Produce a show and own your niche: It’s a gold rush out there

31. Use Viddler instead of YouTube: You can add your own logo to Viddler

32. Uploading to YouTube is a huge mistake (says Gary): You’re promoting their brand, not yours.
These lessons aren’t an easy act to follow, but just applying some of them will get you well on the way. How are you planning to use social media and online video for your brand?

This is Doc Dan again just to offer a few suggestions on the above bullets.

#31 & #32 great tips, but viddler charges you around $100+ per month for the service. So if your budget allows for it, go for it!

Also I would still use Youtube since it has so many viewers and is owned by Google. Your videos will show up in the searches sometimes beating out other videos and webpages that have been up for years! When I create videos for clients I usually get them on the first page of Google searches beating out over 1 million sites in as little as 1-2 weeks.

You can pick up the book here:

I would recommend the Audio version since he gives alot more away on it.

Your Marketing GooRoo

Dr. Dan

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WordPress Good For Your Business

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First Page of Google in Under 3 minutes!

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Google in under 3 minutes!

Beating out over 1.4 million other websites


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How To Use HootSuite – Your Social Media Life Saver

I just made a video on how you can save hours of your time when using social media services like twitter, facebook, linkedin, and more.It allows you to submit to all of your accounts with the click of 1 button! You can also set it to send out your messages for future dates. Which means you could schedule your entire messages in 1 day to be sent out each day of the week etc.

You can also set it up to automatically send updates to all your followers when you write a new blog post. That means after I am done writing this blog post, Hootsuite will let all my twitter, facebook, facebook fans, and linkedin know I just wrote this and include the link to read it here! How cool is that?

They allow you to add up to 5 social media accounts for free and 2 sites to update when you write a new blog post. If you need more accounts than that, then they do have a paid version at $5 a month.


Your Marketing GooRoo

Dr. Dan

Call us for your FREE 30 minute consultation ($100 Value)


How To Make a YouTube Video Using PowerPoint

Here is a simple way to create a video that you can upload to youtube using Powerpoint 2010.

Branding Yourself with Video Endorsements

I just got done speaking at an event for The California Association of Mortgage Brokers (CAMB) Last week. One of the lessons I taught was to brand yourself as the expert in your industry and town or what ever market you are going after.

One of the best ways to do this is to collect testimonials and endorsements from happy clients. Notice I said “happy” clients? That means to ask for the endorsement while they are still happy and not after the deal is done and they get busy with the day to day distractions of business and life.


Here is a great example of what you could do with those testimonials you collect.



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Subliminal Advertising


Here is a great video clip of Derren Brown turning the tables on a couple of advertisers. Watch the entire clip and he reveals how he was able to sell these guys his ideas.



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Dr. Dan

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Keep It Simple Stupid


I just met with a client in Pleasanton regarding Marketing and we were discussing their current marketing strategy and what ideas they had for the future. One of the biggest challenges I have when meeting with a new client is convincing them that simple is better. You might have heard the K.I.S.S. principle from other sales and marketing Guru’s Keep It Simple Stupid or Keep It Super Simple! I have lived by this principle for over a decade now and continue to use it in all aspects of my life.

So.. how can you use this principle in your business today? It’s really simple. All your marketing efforts whether it be online or offline should have the same goal, to get prospects/ potential clients and customers to call you right now! Or to at least take some kind of action, whether it be call you, email you, fill out a form online, or give you there email by opting into one of your lists.

Too many websites out there look like someone vomited a bunch of images and links all over it! Most websites look like lit up Christmas tress flashing graphics and thing like that. It is way too distracting! If you give the prospect or potential customer too many options, then they will look around for 1-2 minutes get bored and then go to someone site. If the other site has a good call to action then they will get the customer instead of you. So… just remember to Keep It Simple Stupid.


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Copper Skillet Videos

The Copper Skillet Promo Videos

Here are 2 new versions

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and why?


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Here is a really great article I found on businesses with websites are more successful. This should be obvious but unfortunately it isn’t obvious to alot of business owners that are not that tech savvy.

Over 70% of the Largest Small Businesses

Have a Website

Over 70% of the largest small businesses have a website

When it comes to small businesses having a website, size really does matter.

The larger the size of a small business, the more likely it is to have a website. The smaller the business, the less likely it is to have a website.

According to a survey conducted in September 2008 by Barlow Research of 680 small businesses, drawn from the Dun & Bradstreet list, ranging in size from $100,000 to $10 Million in annual revenues, here is the overall breakdown:

49% of small businesses - currently have a Web site

13% of small businesses – do not have a Web site but plan to within the next 12 months

38% of small businesses – do not plan to have a Web site within the next 12 months

However, averages can mask the true picture.  If you break down the Barlow Research numbers by size of business, the data gets really interesting.

Percent of businesses that have a website, by annual sales size:

45% – Revenues of $100,000 to $499,000
49% – Revenues of $500,000 to $999,000
69% – Revenues of $1.0 Million to $2.49 Million
67% – Revenues of $2.5 Million to $4.9 Million
73% – Revenues of $5.0 Million to $10 Million

And what about midsize businesses? For businesses with revenues of $10 Million to $500 Million in size, 84% have websites.

This data brings me to several insights I’d like to share:

(1) When marketing Web-related services to small business prospects, one size does not fit all. It’s tempting to lump all small businesses together, but as the data shows, you will want to make distinctions based on size of the business. There are huge differences between a business with $120,000 in annual revenues, and one with $5 Million in annual revenues — even though both are called “small businesses.” There are differences in how big their expense budgets are; the benefit to be derived from having an online presence; and so on.

(2) Consider the needs of the business. If we had industry data, I bet we would see patterns among industries, because some industries and lines of business have a bigger need for websites than others.

I know all of us proponents of the Web would like to think that EVERY small business NEEDS a website. However, as a practical matter, some need a website more than others.

For some small businesses — say a local plumber who serves a handful of established commercial accounts and works through referrals from builders — a website may not help him get more business or serve customers better. Over the next few years that will change as Yellow Pages books completely disappear and being online is like breathing air. But that won’t happen before you make that sales pitch next week.

Here’s another example:  a solo marketing professional with under $300,000 in annual revenues probably values a website as a business tool far more than a $9.0 Million manufacturing shop which may still be in the “why do we need a website?” mode.

(3) Segment, segment, segment! Define who your ideal small business customer is with great specificity as to size, industry, Web sophistication, online needs, and similar attributes. This will help you to:

  • Better match your offerings with customer needs — If you are offering “starter” websites, you’d be better served to go after the smallest businesses. More advanced services, such as PPC campaign management, are better suited toward larger businesses.  You have probably figured this out already, but it pays to regularly cross-check to make sure your offerings are still aligned with your target customer — and that your sales team understands this.  It is easy to stray off track.
  • Charge a price point that will fly with your target customer — Your customers’ budgets have a marked effect on what they are willing to spend, obviously. Offer small businesses choices, i.e., stratified pricing options and possibly a menu of ala carte offerings that add more functionality or service for a higher price.
  • Offer differentiated products and services to provide a migration path to upsell as your target customer grows.  Small business customers do not stay stagnant.  Their needs will change over time.  Are you positioned with the right products to continue serving them as they grow and become more Web-savvy and prosperous? If you can’t provide the migration path directly, what about partnerships that will give your customers what they need even if you can’t?
  • Tailor your marketing to hit the mark more closely — For instance, don’t do mass direct mailings to every small business within a 50-mile radius, using the same marketing message. It will be a waste. Try to break your targets down by size and, if possible, industries and business types that need a web presence and/or the kind of Web services you are offering. And tailor your messages accordingly.

Linda O’Connell, Managing Director, Small Business Banking, of Barlow Research adds: As we remind our financial services clients, beware of small business averages.  With small businesses characterized as a large and diverse market based on many demographic elements, it is important to understand the niche that you are trying to attract.  Fortunately, research resources are available to help the small business marketer drill down into the data to design the product and direct the message to the appropriate segment.”

Bottom Line:

If you want to grow your business you must have a website! In today’s age most of us just google or check reviews on sites like yelp before we even think about doing doing business with an establishment we are unfamiliar with. Don’t get left in the dark ages without having a web presence.

Your Marketing GooRoo

Dr. Dan

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