1-Page Summary1-Page Book Summary of Jab, Jab, Jab, Right HookFast Summary of Shortform's Guide to Jab, Jab, Jab, Right Hook
Boxing is a natural metaphor for marketing—boxing and marketing are both aggressive and strategic, and both require dedication and hard work. In Jab, Jab, Jab, Right Hook, marketing expert Gary Vaynerchuk explains how to land perfect punches in the social media arena.
First, we’ll look at how the rise of social media has changed marketing. Next, we’ll look at how to create great social media content. Finally, we’ll look at individual platforms and how to take advantage of their specific features.
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(Shortform note: Jab, Jab, Jab, Right Hook was published in 2013, so some of the content may be outdated.)
The Rise of Social Media
These days, almost everyone has a mobile device and many people are on social media. There are 325 million mobile subscriptions in the US and the author suspects that almost half of the time people spend on their phones is used for social media.
In spite of social media’s popularity, many marketers and businesses are reluctant to embrace new platforms. This is for a variety of reasons, including feeling they don’t have time or thinking the new platform is silly. This means that any brands that do embrace new platforms have a head start. Often, early adopters are small businesses because they don’t have the same PR and legal red tape that larger companies do.
The small business advantage disappears as new platforms become more mainstream and large companies work through their red tape. However, even if larger companies have higher budgets and more staff that can interact with the community, small businesses can still compete by increasing their effort. If you work hard to create great content and show the community you care, you’ll do well even if other companies have more resources. Being cared for by a business is so rare that it surprises people and leaves an impression.
What’s Changed in the Era of Social Media
The rise of social media has ushered in many changes in marketing:
- Shorter campaign length. Today, every day requires new content.
- Increased customer interaction. Customers can now engage with brands rather than passively consuming their ads. They can like posts, ask questions, and demand attention before agreeing to buy something.
- Increased affordability of advertising. It’s free to set up a presence on social media and some platforms offer affordable advertising.
- Decreased reliance on traditional media companies. Now, customers can directly access their customers on their own, without the help of a TV or radio ad. Any brand can become its own media company.
What Hasn’t Changed in the Era of Social Media
Social media has changed a lot of things for marketers, but there are some constants:
- Good timing is critical. You still need to connect with customers at the time and place when they’re most likely to purchase.
- Storytelling is key. No matter where you’re telling your story, you need to write it in a way that creates enough emotion to make customers want to answer your calls to action. (For more information on storytelling, read our summary of Donald Miller’s Building a Storybrand.)
- Long-form content continues to be relevant. Social media content is becoming shorter and shorter, but long-form content still has its place. Books, movies, and YouTube videos probably won’t disappear.
- Marketing requires lifelong learning. New platforms and technologies are coming into being every day. You’ll need to learn new skills on an ongoing basis.
- You need heart, sincerity, engagement, commitment, and hustle. Marketing is hard and it takes work.
- There are two types of content, “jabs” and “hooks.” We’ll cover these in more detail in the next section.
Jabs and Right Hooks
In marketing, a metaphorical jab is content that builds the relationship between you and your customer. Jabs should be intriguing, engaging, and/or create some sort of emotional response, such as making people laugh. Here’s an example of a jab:
Oreo tweeted this when the power went out during the 2013 Super Bowl. Oreo wasn’t trying to sell anything with this tweet; they were just trying to entertain people and show the brand’s humanity.
A metaphorical right hook is marketing content that includes a call to action and aims to convert a sale. Right hooks need to be easily comprehensible, work on all digital devices, including mobile, and meet the conventions of the platforms they appear on. Here’s an example of a right hook:
Amazon posted this image and text on Tumblr. Notice the price in the copy.
While the right hook is the content that creates a sale, jabs are just as important. If you were in a boxing ring with an opponent, you couldn’t just throw a right hook out of nowhere; your opponent would slip out of the way. You need to set up an opportunity to throw the hook by throwing jabs first. It’s the same in marketing—before you ask a customer for a sale, you need to build a relationship with them. There’s no universal combination of jabs and hooks that result in a sale every time—you’ll have to experiment.
Eight Tips for Creating Great Content
Now that you better understand the social media arena, it’s time to learn about how to create great jabs and hooks. These eight tips apply to any platform:
1. Use native content including high-quality images. Native content is content that mirrors the form and content of the platform it appears on. People like native content because it provides the same value as user-generated content. All platforms use high-quality photographs.
- For example, people go on Pinterest to look at aspirational images. If your brand shares aspirational images, people on Pinterest will be interested in your...
Overview
New York Times bestselling author and social media expert Gary Vaynerchuk shares hard-won advice on how to connect with customers and beat the competition. A mash-up of the best elements of Crush It! and The Thank You Economy with a fresh spin, Jab, Jab, Jab, Right Hook is a blueprint to social media marketing strategies that really works.Jab Jab Right Hook Pdf
When managers and marketers outline their social media strategies, they plan for the “right hook”—their next sale or campaign that’s going to knock out the competition. Even companies committed to jabbing—patiently engaging with customers to build the relationships crucial to successful social media campaigns—want to land the punch that will take down their opponent or their customer’s resistance in one blow. Right hooks convert traffic to sales and easily show results. Except when they don’t.
Right Hook Boxing
Thanks to massive change and proliferation in social media platforms, the winning combination of jabs and right hooks is different now. Vaynerchuk shows that while communication is still key, context matters more than ever. It’s not just about developing high-quality content, but developing high-quality content perfectly adapted to specific social media platforms and mobile devices—content tailor-made for Facebook, Instagram, Pinterest, Twitter, and Tumblr.