Gary Vaynerchuk Just Proved “Jab, Jab, Jab, Right Hook ...

, as well as the author of a handful of New York Times bestselling books—namely Jab, Jab, Jab, Right Hook. One of this book's core messages is ... SigninSocialMediaMarketingContentMarketingCustomerExperiencePersonalBrandingGaryVaynerchukJustProved“Jab,Jab,Jab,RightHook”Doesn’tWorkAnymoreJoshHoffmanFollowJun7,2016·5minreadCredit:IdealustManyofyouknowandloveGaryVaynerchuk—andforgoodreason.Thedudeisanabsolutelybrilliantbusinessman,marketer,personalbranderandshowman.I’malsoabigfanofhis,constantlyreferencinghiminmycontentandviaword-of-mouth—likethispostaboutwhathecalls“daytradingattention”:Here’sHowto‘DayTradeAttention’intheExperienceEconomyThispostwasinspiredbyaconversationIhadwithmydad,whoisasalesrepresentativeinthehigh-endjewelry…thebusinessofmedia.comForthoseofyouwhodon’tknow“GaryVee,”he’stheCEOofwildlysuccessfulVaynerMedia,aswellastheauthorofahandfulofNewYorkTimesbestsellingbooks—namelyJab,Jab,Jab,RightHook.Oneofthisbook’scoremessagesistobuildrelationshipswithpeoplebygivingmore(jab,jab,jab)thanyouaskinreturn(righthook)withinthecontextofsocialmediamarketing.Somecallthisapproachthe80/20rule:Providevaluablecontent80percentofthetime—contentthatisn’tnecessarilyabouttheproductsandservicesofthebusinessbehindit—inordertodeveloprapportthatenablesabusinesstopublishpromotionalcontent20percentofthetime,withouthavingitfallupondeafears.There’snodoubtthat,whenexecutedcorrectly,thisapproachworkedwellasasocialmediamarketingstrategyleadinguptoandatthetimeJab,Jab,Jab,RightHookwasoriginallypublished(2013).Todayandmovingforward,it’saboutaseffectiveofanapproachasKobeBryantduringthelasttwoyearsofhiscareer.Thefactis,thereissomuchcontentnowadaysthat,forbetterorforworse,businessesareonlyasgoodastheirlastpieceofcontent.It’sliketheoldsayingWhathaveyoudoneformelately?“Foralongtimewedidn’thavemanychoices…IcanrememberwhenweonlygotsixtelevisionstationsonanoldblackandwhiteTV,”AJKohnwritesinthispost.“Butastechnologyadvanceswe’reaffordedmorechoicesmoreoften.”Hecontinues:“Peoplehavewastedtoomuchtimeandattentiononshittycontent.Theresult?We’remakingdecisionsfasterandfasterbyrelyingonthosepastexperiences.Wecreateinternalshortcutsinourmindforwhatisgoodorbad.”Asaresult,businessesthatemployJab,Jab,Jab,RightHookorthe80/20rulearesettingthemselvesupforexponentialvulnerability,becauseifthe“righthook”or20percentofcontentisforwhateverreasonnotentertaining,informative,motivational,inspiring,helpfulorotherwisevaluableenoughforpeople’sliking,they’resimply(andeagerly)oneclickawayfromunsubscribe,unlike,hideall,unfollowand“hidethisad.”Inotherwords,futurejabsandcontentwithinthe“80percent”arerenderedmeaningless.WhichbringsmebacktoGaryVee.IbeganconsuminghiscontentinSummer2015,andhaveconsistentlydedicatedatleastanhouraweektowatchinghisvideosandreadinghisarticlessincethen.Ican’tsaythataboutanyotherbusinessorpersonwhoIfollowonsocialmedia.Afterall,thedudedropsseriousknowledge,isbothentertainingandrelatable,andseemslikeanoverallgoodguy.Ifanything,I’dsaythatGaryandhisteamadheretothe99/1rule:99percentofhiscontentisawesomeforavarietyofreasons,andonepercentofitispromotional(likewhenhepusheshisbooks,whichisallgoodbyme—becausehisbooksalsoaddseriousvalue).Butthenhesentoutthisemail,withthesubject“90%ofYouAreNotDoingThis—It’sSuperImportant”:No,Gary,it’snot“superimportant”thatIseeyourcontentfirstwhenIopenmyFacebookapporloginonmycomputer.Infact,Iwouldn’ttoggleonthe“seefirst”optionforanypersonorbusinessthatIcanthinkof—familyandclosefriendsincluded.Ifyourcontentisgoodenough—whichitis—you’lllandintheNewsFeedbyvirtueofhowFacebook’salgorithmworks.Infact,you’reinmyFeedalready.Whetheryou’renumberone,two,20or200isirrelevant—justbethankfulenoughthatyou’reinthere,andthendelivercontentthatisinherentlyvaluable100percentofthetime.Period.AndifyouwanttoabsolutelyguaranteethatI’llseeyourcontent,howaboutboostingyourpostswithsomeofthemoneyfromyoursix-figurespeakingfeeorridiculouslysuccessfulbusinesses(namelyVaynerMediaandWineLibrary)thatyouconstantlytalkabout?Enjoyingthispost?Subscribetogetmoreinsightsandobservationsaboutthefutureofmarketingdeliveredtoyourinboxonceaweek.Now,youmightthinkthatI’mbeingalittleextremeorharsh,butthefactofthematteris:99percentofcontentfrom99percentofbusinessesthatareusingsocialmediaaddzerovaluetoanyone’slife—andmostofthesebusinessesdonotadheretoJab,Jab,Jab,RightHook.Buteveniftheydid,thestrategybehindJab,Jab,Jab,RightHookwasgreatin2013,2014andmaybein2015.Today,however,contentisalegitimatepartofthecustomerexperience,andcustomerexperienceisstartingtoovertakepriceandproductasthenumber-onedifferentiatorforninebusinessesoutof10.Inotherwords,ifyou’retellingmethatit’sacceptabletobegoodduringanythinglessthan100percentofthecustomerexperiencesoyoucanallowyourselfone,two,fiveor20percentofannoying,unwanted,self-serving,valuelessstuff—it’sintheserelativelysmallpercentagesthatbusinessesaregoingtolosearelativelylargepercentoftheircustomersovertime.How’sthatforarighthook?TheBusinessofMediaispresentedbyyarn,acollectiveoftalentacrossmedia,journalism,marketinganddesignthathelpsbrandscreate,distributeandmonetizememorablecontentexperiences.Didyouenjoythepostabove?Subscribetogetmoreinsightsandobservationsaboutthefutureofmarketingdeliveredtoyourinboxonceaweek.ConnectwithJoshonFacebook|Twitter|LinkedIn|Medium|AnchorMorefromTheBusinessofMedia:TheOversimplificationofSocialMediaMarketing:AGrowingEpidemicTherearen’tanytrickstothetrade.thebusinessofmedia.comYouProbablyHaven’tHeardofMyFavoriteSocialMediaNetworkOr,atleast,youprobablyhaven’tusedit.thebusinessofmedia.comTheBusinessofMediainsightsandobservationsaboutthefutureofmarketing|…Follow4GaryVaynerchukSocialMediaMarketingMarketing4 claps4WrittenbyJoshHoffmanFollowFounderofIZZY–StreamIsrael,basketballlover,mentalhealthadvocateFollowTheBusinessofMediaFollowinsightsandobservationsaboutthefutureofmarketing|presentedbyJoshHoffman(www.joshoffman.com)FollowWrittenbyJoshHoffmanFollowFounderofIZZY–StreamIsrael,basketballlover,mentalhealthadvocateTheBusinessofMediaFollowinsightsandobservationsaboutthefutureofmarketing|presentedbyJoshHoffman(www.joshoffman.com)