Man, this has been a hell of a book, and I’ll be doing a full book review at the end of this. On this podcast/blog, I want to talk about what Gary thinks of skills.
“I day-trade attention, and lately I am particularly interested by what people pay attention to during the transitions of their day, especially the three that occur in the home: what they do during the first fifteen minutes of their morning, the first fifteen minutes after they come home from work, and the last fifteen minutes before they go to sleep at night. Those are transition periods. They’re the moments when we take stock, get updated, and plan for the next few hours of our lives. We’re busy, so we want to do it fast. There was a time you’d pull out a pen and paper and start a to-do list, turn on the radio, or even check an app. Now, though, you don’t even have to do that. All you have to do is talk.
Podcasts fill our brains during the long periods when we’re quiet, such as while we drive or travel. Voice-first platforms are going to allow us to fill our brains during all the interstices of our lives, those blips of time that used to be lost to forgettable activities like brushing our teeth, sorting through mail, or even checking our phone notifications In 2016, Google revealed that 20 percent of searches on its mobile app and Android devices are done by voice.1 That number is only going to rise, fast. And you have an amazing opportunity to make sure your brand rises with this trend.”
Excerpt From: Gary Vaynerchuk. “Crushing It!.” iBooks.
I’ve talked about this extensively in the past. While I’m commuting on an extra-stuffy train in the morning, I have no time to type. So, for those 20 minutes, I’m listening to Jim Kwik, Gary Vee or some other entrepreneurs to get my morning dose of brain food.
Another example would be in the evening heading home on Sunday. I normally take a taxi from one side of the city to the other. While doing this, I gaze out the window and plan for my Monday, which is my favorite day of the week. While doing this, I could be listening to a Grant Cardone video on YouTube or preparing to send voice messages to some friends. Either or, when I get home, I never turn on the TV. My attention is on audio programs either on YouTube or podcasts.
Remember I talked about Alexa? In America, you can order an Uber by voice and from your bed without doing all the extra details — like grabbing your phone and getting distracted by messages. There are now smart homes that make it so much easier. There are shops in China without a convenient store clerk.
“What we’re seeing with the development of Voice-First is the culmination of our addiction to speed. The world moves fast and we want to keep up. If there is a choice between reading a notification or checking an app and getting the same information via Voice-First, which allows us to keep our hands free and multitask, the latter is what we’re going to pick. Just like the first washing machines and coffeemakers, Voice-First platforms will save people time. Once the masses understand that, they are going to flock to them. Be there ready and waiting when they do.”
Excerpt From: Gary Vaynerchuk. “Crushing It!.” iBooks. https://itunes.apple.com/us/book/crushing-it/id1229850109?mt=11
Keep your content super brief.
Make it native. Do not do what I did with my original podcast when I just transferred the audio from a video onto the podcast platform. Tailor your content to suit the reason people are coming, which is to get fast, easily digestible information nuggets. “Hey, Alexa users . . .”
Make it the highest quality possible. I cannot stress how important it is that you not treat your Skill as a dumping ground. It’s great to collect the scraps from your other content so they don’t go to waste, but study each piece closely and use your imagination and creativity to craft something new and fresh with them.”