I admit it. I was wrong. Let me explain. Somehow, I’ve missed out on Gary Vaynerchuk until a few months ago when I heard his newest book “Jab, Jab, Jab, Right Hook” was coming out. I’d heard his name before, probably even followed him on Twitter, but wasn’t very familiar with his work. His book was starting to create quite a buzz. I saw he was the featured speaker on a webinar, so I registered to learn more about him and his book.
As usually happens when I tune in to webinars at work, I was multi-tasking, so wasn’t giving it my full attention. I was working, listening and also trying to Tweet along with the webinar. Not knowing Gary Vee’s style, I was a bit turned off by it. He was loud, obnoxious, but everyone else loved it. I didn’t get it. On this webinar, I was hearing more loudness than substance. He then said something that capped it for me...he said “Email is dying”. That just made me think, “OK, loud guy not saying much, but looking for the outrageous headline to make people talk.”
I lost a little interest in his book after that. However, I kept hearing really good things from some people I have a lot of respect for in content marketing...people like Joe Pulizzi and Ann Handley. I was started to get interested again to see why I was missing the buzz. I decided to ask for the book for Christmas, and I got it. I just finished reading it. I couldn’t have been more wrong.
“Jab, Jab, Jab, Right Hook” knocked me out (pun intended). Not having read Gary Vee’s first two books, it was helpful that he put a quick summary of what they covered. This is a continuation of what he’s already covered with adding the “Right Hook” portion. The simple idea is that brands need to be using their content to give little snippets of helpful information and entertaining blurbs (jabs). These jabs allow you to develop your audience to see what they respond to...in effect softening them up. That way, when you do throw your right hook (strong sales pitch or call to action), they’re more receptive to what you’re asking them to do.
What I love about this book is that he’s able to relay the concept in a very easy to understand way that’s motivating. He explores all of the big social media platforms with tips of how to build your messaging and posts. He gives real examples of posts from brands, both good and bad, and explains what they did right or wrong...or both. I read the posts first and made my opinion and compared to what Vaynerchuk analyzed.
Overall, I highly recommend this book for anyone that’s looking for help with telling their story and toning down the hard sell. I’m glad I looked past my first impression and am fully on board with Gary Vee! I just hope he forgives me for a rash judgment! Oh, also, he also softened his approach on the email is dying comment...this time offering research that shows open rates are declining.
Have you read the book or heard
speak? What are your thoughts? Thanks
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