Let me first disclose my affection for Gary Vaynerchuk. Although he's a handsome dude, I'm referring to my affection for his work ethic and the passion he has for loyalty-based marketing through social media.
I pre-ordered Gary Vaynerchuk's new book Jab, Jab, Jab, Right Hook back in April. I have three copies of Crush It, signed at different events, and two copies of The Thank You Economy. As of this moment, a have a proof copy to review, from Jab, Jab, Jab, Right Hook CEO Nathan Scherotter. I also have one coming to me from my original pre-order, and another I'll be receiving from Gary's Skillshare class. The point I'm getting at is that I have a free copy to review early here (the book comes out TOMORROW), but I've already paid for it twice.
In Jab, Jab, Jab, Right Hook, Vaynerchuk explains how boxing is a natural metaphor for doing business because both are fast-paced, competitive and aggressive. Landing a right hook in business means getting a sale, landing a new client, or otherwise moving forward in your business. How Jab, Jab, Jab, Right Hook translates literally, I'll save for you. It's the last line in chapter three, page 24. Enjoy.
What most professionals fail to get right, Vaynerchuk says, are the jabs that come ahead of time, the ones that land the right hook. "Jabs are the lightweight pieces of content that benefit your customers by making them laugh, snicker, ponder, play a game, feel appreciated, or escape; right hooks are calls to action that benefit your business," he writes.
The first chapters in Jab, Jab, Jab, Right Hook push the significance of social media for your jabs. Gary doesn't fluff up his books, so this section is enjoyable, quick and painless for those of us who already get it. The book is also smart and intriguing for professionals who will be receiving it this Holiday season from their eager employees who want a bigger social media budget. "You need to fold social media into all of your creative, including traditional media, and into every interaction with your customers, whether by commenting on your Tumblr, gamifying a banner ad, engaging on a news aggregator, or sending people to Facebook at the end of your thirty-second radio spot," writes Vaynerchuk.
Twitter Through The Eyes of Jab, Jab, Jab, Right Hook
There was one early part in the beginning of the book that resonated with me immediately. So many people wrote off Twitter in the beginning, saying that it was a place where people posted about their lunch. As if millions of users would exist on a social network for the sole purpose of posting their lunch. "Do not be a snob," writes Vaynerchuk. "You may not see any value in sharing your thoughts on nail polish, or posting a picture every time you get a new tattoo, or telling the world every time you set foot in a Wendy's, but when 20 million other people do, you need to do something with that information."
I got a chuckle out of his description of Twitter users: ironic, urban and hashtag-loving. Might as well call us Hipsters! I think I can get on board with that description though, as he points out later, nobody loves hashtags more than Instagram users.
In chapter four, Vaynerchuk talks exclusively about Twitter. "The main mistake most marketers make is to use Twitter primarily as an extension of their blog." Can I get a heck yeah? I've been working with publishers for the past seven years, and getting them to fathom Twitter as a platform that's more than just a glorified RSS feed has taken, well, almost seven years.
Here are a few other good quotes from the book about Twitter, and what you can learn from them:
"If Facebook's main currency is friendships, Twitter's is news and information."
Although I've made many friendships on Twitter, heck I met the love of my life on Twitter and marrying him next November, I agree that you're most valuable on Twitter as a source of information or knowledge. You go to Facebook to learn what your friends are doing, but you use Twitter to see what the world is doing.
"Breaking out on Twitter isn't about breaking the news or spreading information—it's about deejaying it."
In other words, there are enough people out there producing the same content about the same things in different words. If you don't have something original to say in a new blog post, you're more valuable as a content curator. Even better, you can spin it in a way that's unique to you and possibly more interesting than the original story.
"Consumers want infotainment, not information."
Make your Tweets interesting, not just informational. Add an opinion using your unique voice; it's the only thing someone else can't do. Analyze the Tweets that make you click. "A boxer spends a lot of time analyzing his own technique but spends an equal amount of time analyzing his competitor's technique, too," writes Vaynerchuk.
"Consumers don't live in a fashion bubble, why should a clothing company?"
Out of context this might not make sense, but in this section Vaynerchuk discussed a clothing maker who only Tweets about fashion even though they had a few hashtag waves they could have ridden in pop culture recently. Assuming that people follow you for only one thing, or one topic, would be underestimating them, and you'll miss out on great relationship-building opportunities.
"Lentz knew he was being marketed to, but he didn't care."
Another story in the book details the instance of a coffee company reaching out to someone Tweeting about a musician. Although coffee and music are somewhat unrelated, the coffee brand was actually working with the musician. By the end of the conversation, the customer told the coffee company that he'd be trying their coffee soon, and the coffee company sent him a CD from the musician. Loyalty can be built on common ground; it doesn't need to be all about you. People who follow a coffee company care about more than just coffee.
And sometimes it's just about taking the time to be clever. When Oreo pleased the social media gods during last year's blackout at the Super Bowl, they did it quickly. They created a comical image and posted it to Twitter. However, you know at a company that big, there were lines of people who approved it first. The savvy foresight was being prepared for something to happen during a major event that was getting hashtagged all over the place. They were prepared by having the people who approve things at hand to say "yes, post it, that's funny," so they didn't miss an opportunity.
I'm so tempted to keep spouting out great Twitter insight from the book, in particular, the Twitter case study about Hollister where he demonstrates why "brands should be following memes, not creating them." Or when he points out a schizophrenic-looking Tweet from AMC and says, "when you're asking for three calls to action, you're asking for no calls to action."
... But I'll leave it at that. In addition to all the Twittery things you'll learn in Jab, Jab, Jab, Right Hook, you'll get a real glimpse into what clever looks like all across social media marketing; also how your obvious promotions look silly up against ones that have taken a little more thought.
I'll close with one final quote that sums Jab, Jab, Jab, Right Hook up perfectly: "There is no sale without the story; no knockout without the setup."