I first heard about Gary Vaynerchuk (@garyvee on twitter) at the very beginning of 2015 while listening to one of Glendon Cameron's video and at first, I was hesitant to look him up to find out more about him and why Glendon constantly talks about him in some of his videos.
Well one day I was doing some work online with one of Glendon's video playing in the background and it happened again, he reference the AskGaryVee Show on YouTube but not only that, he gave a little background about him. So I decided to go on and check him and since that day, I have been a big fan ever since!
Background of the Quote
Jab, Jab, Jab, Right Hook as many may know, is a book released in 2013 by Gary Vaynerchuk which is a marketing blueprint to help brands, companies, internet marketers, etc connect with their audience and/or customers. It gives you real life and social media marketing strategies that has replaced the old marketing strategies which consisted of using large budget TV Ads, billboards, online ads, etc.
The new marketing strategies of today are based on where majority of people's attention is, and right now it is largely on Social Media platforms like Facebook, Instagram, Twitter, Snapchat, YouTube, etc. Unfortunately, for what seemed like a very long time, many major and small brands, companies, etc were still stuck in the old ways of marketing to their audience and under utilizing these social platforms, missing the single most important aspect of it all, connecting with their current and potential audience and customers.
Also, as we have seen happened in the last few years as the internet economy has grown, especially with internet marketers like myself, the attention span of the audience we serve is becoming harder and harder to keep. Gary explains in the book that you can retain and grow your audience by simply providing as much value as possible. The main way someone can provide value to their audience is to be very generous and give, give give, hence the words Jab, Jab, Jab.
Meaning of the Quote
Jab, Jab, Jab, Right Hook, as Gary explains it, simply means to Give, Give, Give, then Ask, in general terms. Instead of asking your audience to buy your product or service up front, you should, instead constantly give, give and be as generous as possible to your audience and in time you can leverage that generosity for a sale.
It can come in the form of a product, a service or even information, but the main point is to go out of your way for your audience to give them a memorable experience and something that they can use to enhance their daily life. As you continue to give your customers beneficial things that they can use, essentially you can come back to the same audience with some type of call to action.
In a example to fully explain what the Quote means, take for instance the example of a website and blog about Outdoor Grilling in the article Choosing the Best Niche Topic for Blog. Lets say that you own a website around the topic of Outdoor Grilling and you already have a small audience on your social media platforms. More than likely you are looking to increase your sales on your site, so this is where you need to implement the Jab, Jab, Jab, Right Hook method.
Some ideas of adding value to your blog for your audience can be:
- Giveaways (free outdoor grilling accessories or an inexpensive grill through a contest or a raffle on your site or social platforms)
- Creating micro content around related topics (how to videos on setting up different brands of grills, grilling techniques, BBQ recipes, sauces, side items, etc)
- Expanding into other closely related niches like healthy grilling, indoor grilling, grilling accessories
- Engaging into conversations on social media and contributing valuable information to potential audiences
Another major factor in Jab, Jab, Jab, is knowing where to Jab as Gary explains in the quote, Content is King, but Context is God. As you may know, many bloggers and internet marketers place a major emphasis on content, which is VERY important when it comes to ranking within the search engines.
While this is true, a common mistake that is happening which Gary explains is that most people promote their content in the same form across all their social platforms. The problem with this is that while one form of content may work on one platform, it may not be the same case for another social platform. You have to promote the content in the way your audience consumes the content on each social platform.
The overall message in Jab, Jab, Jab, Right Hook is to be very generous with your customer and audience base before asking for a sale. Remember, the main focus is not on the making the sale, but rather providing your audience with content in the right way so they can connect with on an emotional level.
Origins of the Quote: Jab, Jab, Jab, Right Hook by Gary Vaynerchuk
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