In Jab, Jab, Jab, Right Hook – How To Tell Your Story In A Noisy Social World, Gary Vaynerchuk hammers home one thing – you need to engage your customers emotionally if you want them to. How do you do that on social media? With the right kind of content.
In short, ‘right hook’ content – it’s all the content that tries to sell and self-promote, while ‘jabs’ are what aim to engage and trigger an emotional response. “Your story needs to move people’s spirits and build their goodwill, so that when you finally do ask them to buy from you, they feel like you’ve given them so much it would be almost rude to refuse.”
The book covers all social media platforms – big and small – Facebook, Twitter, Instagram, LinkedIn, Google +, Pinterest, Vine and Snapchat. It’s filled with numerous examples of good and bad, effective and ineffective content examples – 79 case studies to be precise.
Here are some takeaways from one the best marketing books:
It’s all about telling your story. Are you telling yours in the right manner?
Customers shouldn’t feel like you’re only trying to sell, sell and sell. Instead, “Great marketing is about telling your story in such a way that it compels people to buy what you’re selling.” There’s a lot of low-quality content on social media and you need to make sure you stand out. How do you do that? Create well-planned, thought-out content that tells your audience what value you add to them.
Go for ‘jabs’, not ‘right hooks’. Is your social media content putting off your customers?
Engage and trigger an emotional response, don’t try to sell or self-promote. You don’t want to annoy your potential customers, you want to hook them emotionally and bring them closer to your brand. So that, when you do sell them a product or service, they don’t feel like refusing.
Keep it simple, brief, and to the point. Are your social posts driving results at all?
Customers stroll social media pages at the speed of Formula 1. How do you make an impression in less than a split of a second? Write social media content copy that is simple, on-point, no long-format videos, and always, ALWAYS, include clear calls-to-action.
This is not only a book, it’s a formula to get your social media strategy right. Want to learn from Vaynerchuk how to create powerful social media content? Get the book.