Gary Vee is at it again with Jab, Jab, Jab, Right Hook. The godfather of social media marketing has a new book about just that. Although the book is social media centric, the lessons from Gary can be applied to marketing in general.
Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World is an extension of Crush It! where Gary Vaynerchuk introduced the concepts of online business. Every business is online these days, because every business has a website (or should have a website). And most businesses use at least one form of social media. Although marketing books from a decade ago still have quality information, it is important to learn how to adapt those principles to today’s online world.
In Jab, Jab, Jab, Right Hook Gary explains the concept of turning your audience into a paying customer. An “audience” is your list, your blog readers, your Twitter followers, your Facebook friends, and anyone else you connect with over any medium. They are your audience because if you send them something, or post something, they will read or watch it.
But how do you turn your audience into a customer? By providing such exceptional value to them that when it comes time for them to purchase something, they have no choice but to purchase from you. You are on their top of mind. You have proven yourself as an expert. You have shown that you care. You give your audience no choice but to come to you with their wallet in their hand.
Just like a boxer gives a jab, and another jab, and another jab, to set himself up with a crushing right hook, the ongoing value that you provide your audience is the jabs and you come in with the right hook when you’re ready to sell them something. OK, so Gary Vee explains the boxing analogy much better. For non-boxing fans, fear not. The boxing references are few, and explained in great detail when used so anyone can follow.
This book is heavy on application of different online tools. Eventually, the references in the book may become dated, but it is extremely valuable today. And the marketing principles that Gary explains are timeless.