Raise your hand if you know who Gary Vaynerchuk is.
That’s what I thought.
So what’s the big deal with this guy?
Well, first of all, it’s his enthusiasm.
How would you translate Gary’s enthusiasm into textual content?
It would be tough, right?
Maybe use exclamation points, big bold language, red headlines and subheads, colorful highlighting techniques… I think you see where I’m going with this. To translate Gary Vee into text without losing his enthusiasm and passion it’s an almost impossible task.
That’s why Gary has tons of those types of hype-adverse people among his loyal fan base. So what’s going on here?
Well, I think Gary makes a good case for the expanded use of video and audio for content and message delivery. It’s a whole lot easier to get across enthusiasm with voice inflection, facial expressions and body language. Try to do it in text, and suddenly to some you’re not innovative, you’re a cheese ball.
Keep in mind, however, that as popular as Gary is, not everyone digs his style. Plenty of people are likely turned off by him.
Doesn’t matter. Gary has the courage and the good sense to be truly unique, and to attract the audience that’s right for him. As the good Dr. Seuss said, “Be who you are and say what you feel because those who mind don’t matter and those who matter don’t mind.”
The bottom line is this: Gary’s style isn’t a good fit for me to use, and it might not be right for you. But if you don’t find a way to get your authentic enthusiasm across, you’re not going to achieve your online marketing goals.
And if you’re not enthusiastic about what you’re doing, why do it at all?