Jab, Jab, Jab, Right Hook – Page 1

JAB, JAB, JAB, RIGHT HOOK

How to Tell Your Story
in a Noisy Social World
GARY VAYNERCHUK

GARY VAYNERCHUK is an entrepreneur, a story teller and the CEO and co-founder of Vayner Media, a digital marketing
strategy consulting firm established in 2009. From 2006 to 2011, he ran WineLibrarytv.com where he grew the business from $3
million to $45 million in annual turnover. His latest company, Vayner Media, works with Fortune 500 companies like GE,
PepsiCo, Green Mountain Coffee, the NY Jets and the Brooklyn Nets to build their brands through social networks. He is the
author of New York Times bestsellers Crush It! and The Thank You Economy. Gary Vaynerchuk immigrated from Russia to the
United States in 1978 and is a graduate of Mount Ida College in Newton, MA.
The Web site for this book is at www.jabjabjabrighthook.com.

ISBN 978-1-77544-788-7

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 Jab, Jab, Jab, Right Hook – Page 1

MAIN IDEA
Professional boxing is the perfect metaphor for
doing business in the social media age.
Prizefighters don't walk into the ring and
immediately go for the knockout punch. Instead,
they first deliver a series of well-planned jabs to set
their opponent up. They work at getting the lead-up
jabs working so their right hook will then connect
when it is unleashed.
1. How to market in the social media era of business . . . . . . . . . . . . . . . . . . . . . . . Pages 2 - 3
Almost everyone carries a mobile phone today and if you look around, you'll find that
around half the time people are using their phones they are on social media. That
fundamentally alters the dynamics of marketing in the digital age. Social is not only
cannibalizing traditional marketing, it's cannibalizing digital media too. Your target market
is now mobile – and you'd better be too if you want to have any chance of reaching
prospective customers.
Jab Jab Jab Right Hook

Jab Jab Jab Right Hook

This is how you should approach marketing in the 2. How to make jab-jab-jab-right-hook work . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pages 3 - 6
digital age as well. Instead of going for an Every social media platform is different and has its own strengths and weaknesses. To
immediate sale the first time a prospect gets to hear succeed in social media marketing, learn how to use each platform to best effect to deliver
about your brand, you should first build the the jabs you need. Specifically:
relationship by providing high-quality micro-content
with no strings attached. That's the equivalent of a Tell great stories on Facebook Jab
prizefighter's "jab." Once you've delivered a series What
of jabs, you can then present them with an alluring Listen on Twitter Jab people
offer (your "right hook") to buy something you sell. If are
Glam your stuff up on Pintrest Jab talking
you've engaged them intelligently, they will then
respond to your offer. about
Create inspiring art on Instagram Jab
Admittedly, fights aren't won on jabs alone but most
Get animated on Tumblr Jab
businesses today aren't working on perfecting their
jabs nearly enough. If you can be a little more
patient and distribute stories and content people
like using social media tools, your subsequent
3. Putting it all together – The "Holy Trinity" of social media marketing . . . . . . . . . . . . . Pages 7 - 8
attempts to make sales will be far more productive.
To market successfully using social media, three elements are needed – you must have
"No matter who you are or what kind of company or
great micro-content placed astutely within the most appropriate context which is then
organization you work for, your number-one job is
amplified by intense, consistent 24/7 effort. The combined impact of those three factors
to tell your story to the consumer wherever they are,
really brings social marketing full circle because they have always been the formula for
and preferably at the moment they are deciding to
winning in any business in any era. Don't leave home without them.
make a purchase. People are just not watching
television, listening to radio, reading print, or even
paying much attention to emails. At least, not as
often as they used to. They're on social media. It's Effort
time to learn how to use the system to achieve your
business objectives, and put more time, energy,
and dollars into the place where the consumers Context
actually are, and not where you wish they would
stay. Social media platforms offer us our best Content
chance to stretch our marketing dollars the
furthest.”
– Gary Vaynerchuk
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