Jab, Jab, Jab, Jab, Jab, Right Hook: Connect with Customers Using the New Science of Storytelling
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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.
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.
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.
probably been buying the Facebook ads that line up along the right side of the site. Those ads have until now been one of the most efficient ways to spend dollars for any brand or business, big or small. On average, the cost of running an ad on the right side of the page on Facebook runs the gamut between $.50 to $1.50 per like, though depending on the specificity of your targeting, the length of your campaign, and your budget it’s possible to acquire likes for as low as $.10 and as high as
city where you live; pins about music, books, and movies; pins about pets; pins about causes that your company supports. It’s a fantastic way to tell your unabridged story, and you don’t even have to say a word. If you jab with that kind of color and creativity, people will be far more likely to pay attention to your right hooks. Among the practical lists of green, black, and pu-erh teas, and the subtle lists like Teas to Drink After a Bad Date and Teas for Sunday Mornings, you should include
developing a Pinterest strategy, they would have concentrated on improving the quality of the photography and creating art that would appeal to the mostly female audience that might accidentally stumble across its board (because no one in their right mind would ever actually share this content). With an ounce of effort, they could have made this pale, pasty piece of pastry look beautiful, or at least less like something that’s been sitting in a 7-Eleven display case since 1985. As it is, the only
of life in the twenty-first century (in fact, it’s getting to the point that we’re making a statement when we don’t share or choose not to connect). That’s why it’s smart to consider the jab-and-right-hook potential of platforms that aren’t particularly social. It’s just a matter of time before users adapt them, or demand that the developers adapt them, to provide the social layer people increasingly expect and crave. Whatever isn’t a social experience now soon will be. LinkedIn Launched: May
to television, and when they did, it was a guy in a suit sitting at a desk heralding the commercials, or a disembodied voice announcing, “This program brought to you by . . .” Not too compelling. Television ads only started to drive sales once TV units made it into more homes and became a popular source of family entertainment. In particular, ads started to work when a few smart marketers figured out how to talk to their consumers in ways that were native to the platform—through short,