How Gary Vaynerchuk makes sales happen on Twitter: Pt 1

As impressive as wine rock star, best selling author, super Dad and inspirational entrepreneur, Gary Vaynerchuk already is, just marvel at how he transforms his Twitter stream into a powerhouse selling machine for his new book. Here, take a look…

 

This comprehensive deconstruction and sharing of Gary’s incredible approach to building sales is Part 1 of a three Part series called How Gary Vaynerchuk makes sales happen on Twitter. Part 2 of this series will follow shortly.

1. Make sales happen

Gary may be a wine expert, but he’s no whiner.  This tweet sums up his approach to selling on Twitter – and probably to his business as a whole.

2. Have motivating sales goals

Sales goals build sales because they give you something tangible to aim for and focus your efforts towards achieving.  Gary chooses big, audacious goals that clearly motivate him.

3. Kick-off an exciting sales challenge for your fans

Making sales happen is all about taking action – and encouraging your fans to do the same.  Here, Gary throws down the challenge of doing an all night sales activation drive. All night!!

First he tweets out the challenge:

Gary then uses a jump to Facebook where he gives the details of his sales drive!

4. Report sales progress and drive forward to your target

What makes this sales challenge really hum is that Gary reports results and progress throughout the night.  This builds fan engagement and motivation.

Going up…

Up…

Up…

and BINGO!

5. Sample your product like crazy

Samples build sales and Gary champions a strong and consistent sampling campaign.

Notice the variety in the way Gary writes the same message in these three tweets.  It adds a sense of realism and authenticity to his approach rather than coming across as canned, spammy and repetitive.

1st variation:

2nd variation:

3rd variation:

6. Build in bonuses treats for potential buyers

Yes, you get to sample the first chapter for free AND you get chapter 10 if you broadcast a tweet that promotes the book -  rewarding sales promotional efforts by fans.

Notice in Example 1 below, Gary asks “Who has read the sample chapters from my new book?” and invites further engagement by getting fans to “@ me”.

Example 1:

Example 2:

7. Post a relentless stream of fresh news about your new product

Gary ensures that no opportunity to buy his product is missed by keeping his fans completely up-to-date with the latest product news.

For example:

Audiobook availability:

Retailer availability:

iBook availability:

Amazon availability:

Geographic availability:

Kindle availability:

TV appearances:

Audiobook availability:

8. Signpost product reviews

Credibility builds sales and Gary is quick to signpost product reviews.

Notice three things here:

1. Gary uses contrast to build credibility by highlighting the review of a “non fan and non reader” of Gary’s previous book, Crush It;
2. He builds engagement by asking for “your thoughts?”;
3. He then uses variety to signpost the same review in different tweets.

1st variation:

2nd variation:

9. Find buyers the best price

Gary builds sales by making sure his fans can buy his book at the best price.

Here’s the link:

10. Highlight specific ways your product can be used

Gary makes it easy for fans to logically justify buying his product by giving them specific ideas of how and when to use it.

Example 1: read on the way to a conference:

Example 2: give as a thank you gift:

Example 3: especially useful for start-up companies:

Please note: Part 2 of this series will follow shortly.

Your feedback

What do you think of Gary’s approach?  What’s useful to you? What else do you notice about his approach? What questions do you have?

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