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Gary Vaynerchuck is an
author, speaker and entrepreneur. He is also a world renowned video blogger on
the subject of wines and owns a social media brand consultancy business.
Gary understands that social media channels are just
platforms. He has found a way to use these platforms to bring extreme value to
people in his niche market. He took personal responsibility to become a world
expert on his subject and actually did so.
His family immigrated to the
US from Belarus in 1978 and he has lived there ever since. His family business
was a liquor store. He transformed his family liquor store into a multi million
dollar wine retail store called Wine Library.
In 2006 he started a video blog called Wine
Library TV, which was a daily podcast on wine, that soon became the go – to
resource for wine lovers all over the country. Based on a study of his keynotes
and videos, here are some great pieces of advice Gary has to offer students and
entrepreneurs alike
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1. Bring
Extreme Value to Consumers – After college he wanted to transform his
family liquor store. So he decided to bring extreme value to the consumers. He
went on the microblogging site Twitter and started searching for all the posts
related to Wine. This included wine names, wine accompaniments etc. He then
joined the conversation by replying to these tweets and adding value to these
conversations. He created Wine Library
TV, a video channel online, and put up over 1000 videos related to wine on it,
free of cost. He would commit some time everyday to create this content. It took him three or four years to create the
following he got.
But he put in his ground work and brought extreme value to
the consumer before that. Educational Institutes should not just train students
for jobs. They must learn from Gary Vaynerchuck’s example and teach students to
bring extreme value to people in fields of their choice.
2. Love the
Climb – For Gary, the persistence
during the climb is what really defines an individual. No matter how many times
you fail, you must persist and keep trying and continue bringing value to
people’s lives. It took him three – four years to develop his business and to
constantly create content and build his community online. But he turned up
everyday with discipline and thorough research on his subject. He found a way
to contribute everyday in those four years no matter what his personal
situation.
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3. Know your
Voice – Then Pound It– Gary has
several social networking profiles. But he understands that the audience in
each platform has a different psychology and expects different things. He has a
different approach on Twitter, Facebook, You Tube and his other social media
channels. What Gary has understand himself, his company and his industry very
well. He sells wine but he also became an expert on wine. He has found his
voice and now uses the audience on social media platforms to get his voice out
to the world. By 2010, there were over 1 billion users of social media
platforms around the world. This will constantly grow. If you can build trust
with even 10% of that audience, you have your tribe and market.
4. Never take
the First Dollar when there is a 20 Dollar Bill up Ahead – In building relationships with people and clients,
many go in and make a sale in the first conversation. They have built no trust
with the other individual but yet expect the other individual to serve them
without giving anything back in return. At the start of a relationship with
another person, you must constantly give back to other person. Do this without
expecting anything in return. Soon you will build trust and the other
individual will want to support you with your vision. As young people, many of
us expect colleges, companies to give us jobs and huge pay packages just based
on our educational qualifications. But this is the wrong approach. We must
first find a way, to use our educational qualifications to start a projects
that will bring value to the client or company. Gary built his social community
and created massive content related to wine online through Videos, Blog Posts,
and Tweets. You can do it your way.
5. Become an
Expert on your industry – Gary spent
several years working at his father’s retail wine store. He spoke to customers
here and understood as much as possible about wine. One day, a customer came in
and made an order for several cases of wine. Gary was surprised and asked him
why he did so. The customer answered that he collected wine. This surprised
Gary and that was when he decided he was going to become the Wine Guy of the
World. As he puts it in the vision he had for himself, which was to to become
the Bill Gates or Michael Jordan of the Wine World.
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