Jab, Jab, Jab, Right Hook by Gary Vaynerchuk
Jab, Jab, Jab, Right Hook was published at the end of 2013 by New York Times Bestselling Author and social media connoisseur Gary Vaynerchuk. The book’s reason for existence is to teach readers how to deliver appropriate “jabs” – the one conversation, the one engagement that slowly but authentically builds relationships between brands and customers. These jabs occur on various social media platforms so that when it comes time for the brand to deliver the right hook – the sell – customers are more willing and ready to listen.
- The book is separated by each individual social media medium. Within each chapter, or social media channel, Vaynerchuk gives a brief history of the channel (how many users, target audience, types of content, ways to advertise, etc.) and then dives into examples of different posts from prominent brands on those channels. He critiques them on what worked and didn’t worked. Being a visual learner, it was extremely helpful to be able to take Vaynerchuk’s tutorial on the social media platform and utilize what I learned by critiquing brand’s posts and seeing if I understood why the post was good or bad. The way the book is broken up also makes it extremely easy to read. You don’t feel like you’re reading “social media 101” but more of an intermediate class that skips the boring verbage and goes right into the meat and potatoes.
- This con is of no fault to Gary Vaynerchuk and his literature, but just of the times. It took me almost a year to read this book from the time it was published and by that time a decent 25-30% of the content was already outdated. For example, information on LinkedIn, Google+ and Snapchat is cut down to about half a page because Vaynerchuk considered this an “on the rise” platform while, only a year later, they have already reached somewhat of “Celebrity Status.” This does not mean the book isn’t worth your time. However, when you finish the book you might feel like you’ve only become well-versed on half of the popular social media channels of the time. The pro to this is that you will feel pretty smart when you notice these outdated facts.
I’m not going to go into specific tips per social media platform, that is what the book is for. Some high level concepts that really made me go hmmmm.. are below and will hopefully peak your interest as well.
“Remember when you were a kid, and you’d go to your mom and ask her to take you out for an ice-cream cone, or to the video arcade? 9 out of 10 times she said no. But then, every now and then, out of the blue, she would say yes. Why? In the days or weeks prior, something about how you interacted with your mother before the unexpected outing to the ice-cream shop or arcade made your mom feel like she wanted to do something for you. You made her happy, or maybe even proud, by giving her something she valued, whether it was doing extra chores or good grades or just one day of peace with your sibling. You gave so much that when you finally asked; she was emotionally primed to say yes.”
“You’re going to wear a different outfit and use different vocabulary when you’re sitting down for tea with your grandmother in her home than when you’re living it up with friends in a night club. “ (in reference to acting differently on different social media platforms)
“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read. Make it for your customer or your audience, not for yourself.”
I give this book a solid B ranking. I learned a lot and will definitely be able to apply some of the strategies and tips highlighted. However, I feel like it took me an unnaturally long time to finish. Facebook is the first chapter and it is at least double the size of any other chapter of the book which I feel to be a little unwarranted. By the time you finish it you’re emotionally drained and may have lost your will to move forward. From my perspective, although Facebook has been around the longest, I definitely don’t see it to be the most important social media platform out there to warrant the space of almost half the book. Nevertheless, I would encourage you to fight through it. There are essential takeaways awaiting you.
Disclaimer: You should have some type of knowledge on these social media platforms before reading this book. This really isn’t “Social Media for Dummies.” If you have never been incredibly active on social media channels for business purposes it will be pretty difficult for some of the concepts to really resonate.