Book review: Jab, Jab, Jab Right Hook

In this post I want to discuss the book Jab, Jab, Jab, Right Hook by Gary Vaynerchuk. This book discusses how to connect with your customers on social media to drive brand awareness, traffic, and sales. He argues that your focus should be on providing value to your customer, only through providing constant value can you then sell them something. You need to “jab” your potential customer with free value (such as an image, thought provoking question, or funny story) 25 times before you try and sell them something (the “right hook”). He gives many examples of brands that have successfully and unsuccessfully taken this approach on various social media platforms. In addition, he makes the valid point that you needed to use different strategies on each social media platform. I see a lot of brands recycle the same material on Instagram, Twitter, and Facebook. This doesn’t work, there are different audiences on each platform that respond to different material and thus the material needs to be tailored for each platform and audience. The only downside is that this requires a huge amount of work which isn’t feasible for small businesses.

Below are some of my favourite quotes from the book:

📚 “Jab at people, all the time, every day. Talk about what they’re talking about. When they start talking about something different, talk about that instead”

📚 “The strict dividing lines between marketing categories can no longer exist – they must all be blanked with a layer of social”

📚 “You can’t just repurpose old material created for one platform, throw it up on another one and then be surprised when everyone yawns in your face”

📚 “Jabs are the lightweight pieces of content that benefit your customers by making them laugh, snicker, ponder, play a game, feel appreciated, or escape; right hooks are calls to action that benefit your businesses”

📚 “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”

📚 “Content is king, but context is God. You can put out good content, but if it ignores the context of the platform on which it appears, it can still fall flat”

📚 “Ads and marketing are supposed to make customers feel something and then act on that feeling”

📚 “Jab, jab, jab, jab, jab … right hook! Or… give, give, give, give … ask”

📚 “The user who became your fan in 2010 will not be the same fan in 2014”

📚 “Ideally, when Facebook informs you that no one is interacting with your sponsored story, that’s your cue to stop and rework the piece, or chick it altogether”

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