Jab, Jab, Jab, Right Hook:
With all of the media clutter these days it can be hard to break through the noise and make your message stand out from the rest. Gary Vaynerchuk shows you how to shine through the masses with his book Jab, Jab, Jab, Right Hook. This book is fantastic for anyone struggling to distinguish themselves and/or for those who are just starting in the social media world. As Vaynerchuk says, “your story isn’t powerful enough if all it does is lead the horse to water; it has to inspire the horse to drink, too”. Vaynerchuk introduces you to the major social media platforms and provides a simplified explanation of how they work and how they differ from one another. He also provides various examples of the good and bad usage of social media. From here, he takes it one step further and explains how brands should sell their products without aggravating their consumers.
Three Key Takeaways
1. Every Platform is Different
Many people make the mistake of posting the same material on each platform. Vaynerchuk points out that no one would use a print ad for a television commercial or use a banner ad for a radio ad. The same is true for different social media platforms. Every platform has its native language and needs to be treated differently. "Content may be king, but context is God." A post can have amazing content, but if it ignores the context of the platform, the message can still fall short. For example, Instagram provides a platform for real, authentic pictures, while Pinterest is home to photos that look as if they were professionally taken.
2. Don't Intrude the Entertainment, be the Entertainment.
It is clear that people like to skip over the marketing tactics and advertisements. We can see through new commercial skipping devices. Instead of interrupting people's entertainment, be their entertainment. If we want to market to people while they consume their entertainment, we have to be their entertainment. Use social media platforms as a storytelling platform rather than a distribution channel. "Marketers are on social media to sell stuff. Consumers, however, are not. They are there for value."
3. 'Jab' More and 'Right-Hook' Less
Jab, jab, jab, right hook - give, give, give, and then ask. A jab is a lightweight content that aims to engage audiences and trigger an emotional response. Right hooks are calls to action that aim to sell and further promote your brand. Vaynerchuk emphasizes the need for small, well-timed jabs that make your audience connect with the content on an emotional level. By doing this, it will create a loyal brand following and will prime them for when you are ready to make the right hook. "There is no sale without the story; no knockout without the setup".
