You might be asking yourself right away, what is a Vaynerism? Well, it is the new term that I am going to use while describing the quirky, smart, addictive mannerisms and word use from Gary Vaynerchuk (WineLibraryTV). I remember watching Wine Library TV for the first time, it was a very interesting experience. Initially I knew it was a good idea, I also knew it would become extremely popular. But, even with some of my background on business, marketing, and entrepreneurship - I didn’t expect Gary to wind up being on Conan O’brien, Ellen, or Mad Money!

So I started thinking about it, and I know I have mentioned Gary Vaynerchuk before, but I really think someone needs to go a bit deeper into Gary’s Vaynerisms. Because honestly, they have a very large part of his success. So lets get started!

Gary Vay-ner-chuk

The way Gary pronounces his last name is much more intellectual than you might think. I truly believe that Gary has a pretty good background in marketing and motivational speaking. This pronunciation proves it. If you are speaking to the mass public, and you have a difficult last name or company name - breaking down the pronunciation embeds the name into the listeners mind. Think back to elementary school, remember when they used to tell you to break down the words and slowly pronounce that word that you just couldn’t seem to read. Well, you obviously memorized how to pronounce that word, right? Same concept! Think about it, if you have watched Wine Library TV, you can probably still hear Gary’s voice saying, “Vay-ner-chuk.”

The Thunder

This term is used often, but also could be used in a short “elevator description” of Wine Library TV. But what does it really mean? Does the word have anything to do with wine? No, the word thunder has nothing to do with wine. But why is it so useful? Gary’s idea is to take something complicated and break it down for the everyday man or woman. If you don’t know a lot about wine, Gary breaks it down so everyone understands that specific wine’s description. Gary is using that word to bridge a relationship. Yet another reason why I truly believe Gary has had some experience in motivational speaking or public speaking. The best public speakers are the ones that describe complicated subjects in simple ways. We all understand what thunder sounds like, that very simple relationship bridges us to understanding the “great wine.” Randy Pausche did the same thing, but instead he used stuffed animals to describe the most complicated things that happened in his life time. Imagine trying to do that, using a stuffed animal to describe your entire life!? This type of creative word relationship is much more complicated than you might think.

Over describing his movements

Have you ever noticed that Gary describes exactly what he is doing? No, it is not only because he has an audio podcast where people cannot visually see what he is doing. But if you listen, he will say something like, “Let’s take a look at this wine, alright, swirling, twirling, oxygenating, rinsing.” Gary is extremely descriptive, he is very skilled in communication. Again, it is much more difficult than you might think to explain complicated things in simple ways. But, why do you think Gary explains exactly what he is doing? We go back to that childhood attitude. When someone was showing you how to read, or how to tie your shoes, they would explain or describe every single movement they made. It caused you to soak up that information like a sponge, and our minds still react that way now! This is another one of the reasons why the show is so addictive to watch, in an odd way, it makes your mind feel like a child again - but with adult (over the age of 21) material.

Sniffy Sniff

It is not just another creative word relationship. Sniffy sniff is now a large part of Gary’s branding. If you watch the live shows, the public loves to say sniffy sniff! On every single television appearance Gary uses the word. It goes back to that childhood feeling again, a simple rhyme that embeds itself into your mind! I am sure some people out there can still remember their favorite childhood rhyme. Although I cannot, some people have a very high memory retention for rhymes.

Conclusion

With each episode that you watch, you feel compelled to it, due to the motivational tactics and amazing communication skills that Gary has. Gary has also stepped outside of the internet box, and really went a distance to contact the right people about television appearances. While I don’t know the entire story, from what I have gathered, Gary had to go a fairly large distance to get onto the first television appearance. Obviously after that it would be much easier to book any other appearances, but imagine trying to make the first contact. Personally, I think it would be extremely difficult for me to do that.

This part of Gary’s marketing is genius, because not only does he market to people using an array of social media tactics, appearing on Diggnation, and contacting almost every blogger via e-mail just to say “good job!” But Gary goes the distance to market to the people who don’t use computers - obviously the ones who watch television! So in conclusion, after explaining the best known Vaynerisms, it is easy to see why the show has become so popular, so quickly! Which again, I feel has a great deal to do with his communication skills, motivational speaking tactics, and marketing. On the business side, I would really love to see how much Wine Library has grown (in sales), since Gary’s recent stardom on the internet and television. Don’t believe me that Gary is a great motivational speaker? Well then check out Gary’s takes on life!