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6 Takeaways From “Jab, Jab, Jab, Right Hook” | by Tanner Hunt

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In my previous post here on Medium I went into more detail explaining Vaynerchuk's boxing analogy of jabs and right hooks and how he applies ... GetstartedOpeninappTannerHuntSigninGetstarted167FollowersAboutGetstartedOpeninapp6TakeawaysFrom“Jab,Jab,Jab,RightHook”AshortlistofsocialmarketinginsightfromGaryVaynerchuk’slatestbookTannerHuntJan7,2014·6minreadOneweekagoIreceivedmycopyofGaryVaynerchuk’sJab,Jab,Jab,RightHookfromAmazon.Thebookisaptlysubtitled“Howtotellyourstoryinanoisysocialworld”andclearlyexplainshowbrands(andindividuals)cancutthroughtheclutteronsocialmediawithcreativeandpowerfulcontent.AfterfinishingthebooktodayIknewIwantedtoblogaboutsomeofthethingsIlearnedandthenewthoughtsandideasitinspiredinme.SoIsatdownanddecidedtowritealistofsomeofthemostimportantthingsIgotfromitthatIcouldshareinapostlikethisone.Imeanttoonlywritedown10orsolessons,butbeforeIknewit,mylistquicklygrewtomorethanforty.JJJRHisjustfullofpowerfulinsightthatiseasytodigestandsimpletounderstandformarketersatanylevel.Overtime,I’llprobablyendupwritingafairamountaboutitall,butinthispostI’llsharejust6takeawaysIhaduponfinishingJJJRH.Thelistisn’tintendedtobeorganizedinorderofimportance,sincethatmayvarydependingontheneedsofthereader,norisitmy“top6"lessonsfromthebookoverall.It’sjustafewnuggetsofsocialmediamarketingwisdomthathopefullyinspireyoutomakesomepositivechanges.1.What’sneededisless‘right-hooking’andmore‘jabbing’InmypreviousposthereonMediumIwentintomoredetailexplainingVaynerchuk’sboxinganalogyofjabsandrighthooksandhowheappliestheminmarketingterms.Inshort,arighthook’scontentaimstosellandself-promoteandajab’scontentaimstoengageandtriggeranemotionalresponse.Vaynerchuk’slonglistofexamplesrevealthatbrandsarethrowingfar,fartoomanyrighthooksthatannoytheironlinefanbaseandkillanyengagementpotential.Heemphasizesoverandovertheneedforwelltimedjabsthatresonatewithfollowersonanemotionallevel,thusreelingthemincloserasbrandloyalistsandmakingthemprimedandreadyforwhenyoudowanttothrowthatrighthooktoactuallymakeasale.Lessrighthooks.Morejabs.That’sthesecretsauce.“Thereisnosalewithoutthestory;noknockoutwithoutthesetup.”2.Mostbrandsstilldon’tunderstandsocialmedia,somostoftheircontentreallysucksAsIlikewisedescribedinmypreviouspost,whilereadingJJJRHIwasconstantlyamazedathowsomeofeventhemosticonicandpowerfulbrandsintheworldcouldproducesuchcrappycontentforsocialmedia.Vaynerchukhastheexamplesthatproveit.Healsohasplentyofnoteworthyexamplesthatareinspiringandenlightening,butafterseeingitall,it’shardnottowalkawayfeelinglikemostofitisjust…bad.Thishappenspartlybecausebrandsstilldon’tknowhowtotelltheirstoryineachsocialplatform’snativelanguage,whichresultsinpoorcontentthatlooksoutofplaceanddrivesawayfans.Butthisprovidesanopportunityformarketers:Sincemostcontentonlineisstilljustlowqualitynoise,it’sthecreativeandemotionallyengagingcontentthatwillrisethroughtheclutterandgetnoticed.Marketersneedtomakethiskindofcontenthappen.“Thecontentyou’reputtingouttheresucks.Youknowwhy?Becauseeventhoughconsumersarenowspending10percentoftheirtimewithmobile(anumberthatissoongoingtobemuchhigher),you’reonlyinvesting1percentofyouradbudgetthere.”3.Facebook,despiteitspopularity,isstilloneoftheleastunderstoodsocialplatformsModernsocialmediamarketingpracticallyhaditsgenesisalongwiththeriseofFacebook,andthevastmajorityofbrandsandmarketersclaimit’sacriticalpartoftheironlinemarketingstrategy.Andyettheystilldon’tknowhowtouseitproperly.Theystillstruggletospeakthenetwork’snativelanguageandfailtoadapttoFacebook’sregularalgorithmicchanges.VaynerchukgoesintogreatdetailabouthowcriticaljabbingisonFacebooksoastokeepengagementhighandensureyoustayinfollower’snewsfeeds.HealsoexplainsthatalmostnoonetakesadvantageofthepowerofFacebookAnalytics.Somarketersshouldn’tfeelcomfyonFacebook,theystillgotalotofworktodothere.“Themajorityofbrandsandbusinessesstillhaven’trealizedtheunprecendentedinsightFacebookgivesusintopeople’slivesandpsychology,insightthatallowsmarketerstooptimizeeverypieceofmicrocontent,andeveryrighthook”4.It’sallaboutbrevityandsuper-micro-contentVaynerchukrealizessomethingglaringlyobviousthatmarketerseasilyforget:Peopleusesocialmediabyrapidlyscrollingthroughtheirfeedsat1,000mph,especiallywhileontheirphones,whichismakesupthebulkamountoftimespentonsocial.Thus,forabrand’scontenttoreallystickouttheyneedtosharesomethingthatisdifferentandeye-catchingandcompellingenoughtoquicklygrabthatuser’sattention.Thisisinsanelyhard.Youonlyhaveabout2or3secondstodothis.Then,evenifyougetthemtoslowdownjustbarelyenoughtohaveacloserlook,youonlyhaveafewsecondsmoretogetthemtoread,watch,clickorwhateveritisyouwantthemtodowithyourcontent.It’salmostimpossible,butitcanbedone.Andthewayyoudoitiswithmicro-contentthatiseasilyreadonthefly.Thismeansbrieftext—somethingthatfartoofewbrandsdoonFacebook.Itmeansverysimple,concisecopythatgetsrighttothepointandclearlypointsoutitspurpose,linksorcallstoaction,makingitaseasyaspossibleforfollowerstoengage.Itmeansnomorelongformvideos.MarketersneedtosavethoseforYoutubeandkeeptheirvideosconsumedelsewhereveryVine-likeandInstagram-likewithadurationofjust6-15seconds.Whenitcomestosocialmediacontent,lessismore.“Stopthinkingaboutyourcontentascontent.Thinkaboutit,rather,asmicro-content—tiny,uniquenuggetsofinformation,humor,commentary,orinspirationthatyoureimagineeveryday.”5.ContentmaybeKing,butcontextisGodThisisaquotethatVaynerchuklikestothrowaroundinhisspeechesandisalessonthatheemphasizesoverandoverinhisbook.Sharingcontentwiththepropercontextinvolves,asI’verepeatedafewtimesalready,communicatingtofollowersinthesocialmediaplatform’sownuniquelanguage.Thatmeansthataformofcontentthatworkedwellononeplatformmaynotworksowellonanother.Itmeanspostingcontentthatisnativetotheplatformandthereforeintheformthatdrewmillionsofuserstothatplatforminthefirstplace.ItmeansTwitterdoeswellwithshortformtextwhileFacebookencouragesbig,highqualityimages.Instagramisallaboutpicturestakenwithyourphonethatappearrealandauthentic,whilePinterestfavorsbright,glossyphotosthatlookasthoughaprofessionaltookthem.Itgetsevenmoredetailedthanthat.TwitterusersonlylikeseeingafewcleverhashtagswhileInstagramusersareokwithyougoingcrazywiththem,usingmaybeeven10ortwelve.ShortvideosonFacebook,longervideosonYoutube.GIFsonTumblr,stillimageseverwhereelse.Yougettheidea.Learnhowtosharecontentinthepropercontextandyou’llstarttoseeengagement.“Youcanputoutgoodcontent,butifitignoresthecontextoftheplatformonwhichitappears,itcanstillfallflat.”6.BrandsarefatallythinkingofsocialmediaasadistributionchannelratherthanastorytellingchannelVaynerchukclaimstoomanybrandsareusingsocialmediathesamewaytheyusedemailmarketingorbanneradvertisingbackintheday:Assimplyadistributionchannelwhereyouselfpromoteandpushuncompellingcontentinpeople’sfaces.Thishastochange.Socialmediaissomethingso,somuchbetterthanthoseolderwaysofdigitalmarketingbecauseitprovidesmarketerswiththeopportunitytocreativelysharecontentthattellsyourstory,sparksengagementandconversationsandstrikesanemotionalchord.Sharingcontentthiswayiswhatcreatesbrandloyaltyandreturningcustomers.Distributingsalesymaterialiswhatgetsyouignoredandforgotten.“Marketersareonsocialmediatosellstuff.Consumers,however,arenot.Theyarethereforvalue.”I’dbeinterestedtohearthetakeawaysfromotherreadersofJab,Jab,Jab,RightHook.ThoughI’mconfidentmostwouldagreethatthelistaboveaccuratelydescribessomeofthemajorlessonsinVaynerchuk’sbook,alotcoulddependonspecificinsightthey’relookingforandtherealworldexperiencethey’vehad.Sharethelove.TannerHuntBusiness-Technology@ASU~Iliketowriteandtweetaboutbranding,contentmarketingandsocialmedia~tannerhunt.netFollow62611626 62611MorefromTannerHuntFollowBusiness-Technology@ASU~Iliketowriteandtweetaboutbranding,contentmarketingandsocialmedia~tannerhunt.net

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