Jab, Jab, Jab, Right Hook  ## Metadata - Author: [[Gary Vaynerchuk]] | [[3. Resources/Authors/Gary Vaynerchuk|Gary Vaynerchuk]] - Full Title: Jab, Jab, Jab, Right Hook - Category: #books - Kindle: [Open in Kindle](https://www.amazon.com/dp/B00BATNNZY) - Document Tags: [[Social Media]], [[Marketing]] ## Document Notes ## Highlights - your number-one job is to tell your story to the consumer wherever they are, and preferably at the moment they are deciding to make a purchase. ([Location 134](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=134)) - And while they’re tweeting at the supermarket, they’re starting to ignore the expensive endcaps brands paid for at the end of the aisles, as well as the displays of candy and magazines in front of the registers. ([Location 206](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=206)) - You can’t just repurpose old material created for one platform, throw it up on another one, and then be surprised when everyone yawns in your face. ([Location 229](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=229)) - No one would ever think it was a good idea to use a print ad for a television commercial, or confuse a banner ad for a radio spot. ([Location 230](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=230)) - This book will show you how to create the kind of shareable, relevant, value-driven content that ensures consumers always pay attention to your story, no matter where they go, and then that they pass on your content, creating the word of mouth critical to actually making the sale. ([Location 237](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=237)) - At the heart of the content quality crisis is the fact that many marketers and small businesses still don’t believe in social media or even really understand it. ([Location 261](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=261)) - If you were a small business, you sent some fliers in the mail, created a cute little Yellow Pages ad, ran a local radio ad, and waited for people to come in. If you were really forward-thinking in the late first decade of the 2000s, you did some SEO! Wow! ([Location 269](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=269)) - there’s only the 365-day campaign, during which you produce new content daily. ([Location 272](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=272)) - Do not cling to nostalgia. Do not put your principles above the reality of the market. Do not be a snob. ([Location 304](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=304)) - The real-time feedback that social media makes possible allows brands and businesses to test and retest, with scientific precision, what content connects with their audience, and what leaves them cold. ([Location 327](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=327)) - Ignoring the deep analytics available for your fan page through Facebook (and through other platforms soon) is the equivalent of stepping into the ring without even having watched a video of your opponent during a fight. ([Location 328](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=328)) - Your story isn’t powerful enough if all it does is lead the horse to water; it has to inspire the horse to drink, too. ([Location 334](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=334)) - On social media, the only story that can achieve that goal is one told with native content. ([Location 335](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=335)) - A story is at its best when it’s not intrusive, when it brings value to a platform’s consumers, and when it fits in as a natural step along the customer’s path to making a purchase. ([Location 347](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=347)) - Whatever story you tell, you must remain true to your brand. ([Location 355](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=355)) - Different platforms allow you to highlight different aspects of your brand identity, and each jab you make can tell a different part of your story. ([Location 358](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=358)) - Allocating the time and budget for these analyses can be tough for both small and large businesses, but it is imperative. ([Location 375](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=375)) - that formula should be treated only as an overarching framework, ([Location 377](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=377)) - What works on Facebook won’t necessarily work on Twitter. ([Location 381](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=381)) - They make the call to action simple and easy to understand. ([Location 389](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=389)) - They are perfectly crafted for mobile, as well as all digital devices. ([Location 390](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=390)) - They respect the nuances of the social network for which you are making the content. ([Location 391](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=391)) - the social media equation requires quantity and quality. ([Location 403](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=403)) - Brands and small businesses want to look relevant, engaged, and authentic, but when their content is banal and unimaginative, it only makes them look lame. ([Location 406](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=406)) - Content for the sake of content is pointless. ([Location 407](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=407)) - Marketers who understand platforms at that fluent level are the ones whose businesses will be most noticed and appreciated. ([Location 418](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=418)) - Content is king, but context is God. You can put out good content, but if it ignores the context of the platform on which it appears, it can still fall flat. ([Location 428](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=428)) - They are there for value. ([Location 430](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=430)) - Sometimes it’s in a few minutes’ respite from the stress of a busy day. Sometimes it’s in the form of entertainment, information, news, celebrity gossip, friendship, a sense of connection, a chance to feel popular, or an opportunity to brag. ([Location 430](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=430)) - Social networking sites light up people’s dopamine pathways and the pleasure centers of their brain. ([Location 432](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=432)) - Your content must do the same, and it will if it looks the same, sounds the same, and provides the same value and emotional benefits people are seeking when they come to the platform in the first place. In other words, it will if it is native. ([Location 432](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=432)) - There is no formula for cool content, other than that you can’t make it if you don’t have a deep understanding of what makes your audience tick and what they’re seeking when they use social media. ([Location 457](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=457)) - Creating skillful native content has little to do with selling and a lot to do with skillful storytelling. ([Location 459](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=459)) - That’s because unlike most of the marketing tactics forced down consumers’ throats in the past, smart, native social media tries to enhance the consumer’s interaction with a platform, not distract him from it. ([Location 463](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=463)) - Ads and marketing are supposed to make consumers feel something and then act on that feeling. ([Location 472](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=472)) - Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read. ([Location 487](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=487)) - Make it for your customer or your audience, not for yourself. ([Location 488](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=488)) - a.  Social networks, which tells you that people are interested in other people. ([Location 493](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=493)) - b.  Entertainment, including games and music apps, which tells you that people want to escape. ([Location 494](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=494)) - c.  Utility, including maps, notepads, organizers, and weight loss management systems, which tells you that people value service. ([Location 495](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=495)) - Give, give, give, give, give . . . ask. ([Location 529](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=529)) - Your job as a marketer is not just about selling more product (though that’s a priority, and don’t forget it), but increasingly about making sure that you are first to market as often as possible in terms of timing, the quality of your micro-content, and the originality with which you respond to the world around you. ([Location 570](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=570)) - Consider how each and every post, tweet, comment, like, or share will confirm your business’s identity. ([Location 600](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=600)) - Creating micro-content is simply a way for your brand to adapt according to the circumstances and the whims of your audience. ([Location 607](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=607)) - Your content simply lives on, replicating itself over and over as your fans and followers pass it along through word of mouth, diminishing your costs with every retweet, share, pin, heart, and post. ([Location 614](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=614)) - ONE OUT OF EVERY FIVE PAGE VIEWS IN THE UNITED STATES IS ON FACEBOOK! ([Location 627](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=627)) - Think about why people go to Facebook: to connect, socialize, and catch up on what the people they know and presumably care about are doing. ([Location 640](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=640)) - Facebook wants users to see things that they find relevant, fun, and useful, not annoying and pointless, or else they’ll abandon the site. ([Location 643](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=643)) - The very thing that makes marketers want to have a presence on Facebook—the sheer number of users—makes the platform a marketing challenge. ([Location 648](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=648)) - If the only way to reach those consumers is to get them to engage, then it’s up to you to create not just great content, but content that’s so great they want to engage with it. ([Location 691](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=691)) - Facebook still can’t determine their intent. ([Location 695](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=695)) - And by getting to know your community like your own family. ([Location 706](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=706)) - even though you’re all about your brand, your customer is not. ([Location 709](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=709)) - On Facebook, however, you can be extremely selective, customizing your jabs and targeting subsets of your fan base. ([Location 742](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=742)) - who are twenty-five- to thirty-five-year-old women. By speaking directly to the right demographic, you’ve increased the probability that people will engage with that content, which keeps your EdgeRank numbers up, instead of giving Facebook the impression that people don’t care about your brand anymore by posting it to men who are never going to click or engage with a post about a purse. ([Location 750](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=750)) - all of your Facebook stories, content, and marketing must be developed for the mobile experience. ([Location 796](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=796)) - One simply extends your chosen piece of content to the news streams of a larger number of your fans than the regular 3–5 percent that would normally see it. That’s called a Page Post. ([Location 839](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=839)) - sponsored story around a check-in, a like, and several other actions such as when someone shares a story from your app or your website. ([Location 842](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=842)) - It’s important to realize that when you sponsor a story, you don’t buy additional data. What you get is extended reach and an additional layer of targeting above and beyond that of an ordinary post or targeted post, both of which are free. ([Location 857](https://readwise.io/to_kindle?action=open&asin=B00BATNNZY&location=857))