There is no dearth of management books. Most of them recycle the same themes and theories but a few are literal gems. Jab, Jab, Right Hook falls in the latter category. This new marketing management book by Gary Vaynerchuk gives the whole idea of marketing and selling a completely new twist. The full title of the book is: ‘Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World’. The central message in this book is that marketers must emotionally invest in their customers for them to care and respond. Too much of hard selling on social media can have adverse results.
Gary Vaynerchuk is a well-known name in social media space. His three books and his fast-growing consulting firm have made him a popular and credible figure in these circles. In his latest book, Vaynerchuk stressed on the fact that success in marketing comes from telling your story in a way that compel people to buy your book. Without a good story, no sale can happen. It is important to use the point of contact of customers to create compelling stories about your company and build your brand image.
The author points out that for a story to be effective, it must not appear intrusive. It must be a part of the consumer’s natural buying process and bring value to the customer. Using the social media platform’s native language to tell your story is important to get results. Marketers must also focus on the context, nuances and other subtle factors that can convince their potential customers to act. The story must have the power to move people’s spirits and create so much of goodwill that they must feel compelled to buy due to the sheer curiosity that you will arouse.
Jab, Jab, Jab, Right Hook states that businesses with high brand equity are better placed for success in the social media space than those who are still in the process of building their brand value and relationships online. High brand equity can be achieved by showing customers that you care.
The author cites the example of Facebook where great content is defined as one that people want to share. The same holds true for marketing. Great content is not something that maximize sales but one which people want to share with others. Marketers must realize that today’s consumers love creating content which represents their thoughts, ideas and experiences and are passionate about sharing these on social media in real time.
Jab, Jab, Jab, Right Hook stresses on the fact that managing a business today and marketing it effectively requires a radically different approach that how it was done in the past decade or so. Today the whole focus is on telling a great marketing story that can help you sell your stuff. It must have the right depth and elements of emotions which can make consumers do what you want them to. The jab, jab in the book refers to the likeable and shareable posts you put up on social media. The right hook symbolizes call to action. When you get the coordination right, great things can happen to your sales numbers says Gary Vaynerchuk.