The Enchanting Lawyer’s Review of Gary Vayerchuk’s Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World #JJJRH
Gary Vaynerchuk revolutionizes and rocks the social media universe again – this time, with a life-threatening right hook. Born with a gifted entrepreneurial spirit and a tickling keen interest in startups, Vaynerchuk is more than just the CEO of VaynerMedia and a long list of glamorous titles. He has written two ground breaking social media books, Crush it! and The Thank You Economy. #JJJRH is the last book in the trilogy and is the blue print to making real profits with social media. One of the precious things about Vaynerchuk is that he adopts the usage of vivid boxing terms and a charming sense of humor to keep you glued to the book. Believe me, your perspective on social media and its strategies will be turned upside down after reading.
Here is a more thorough biography from Gary Vaynerchuk’s official website:
In his promotional video, Vaynerchuk explains that Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World appeals to anyone that “wants to get cross their story about their services, around their product, around whatever value they bring,” he goes on to say, “no matter who you are, you have one agenda – to tell your story about the value proposition of what you bring to the table …make them (consumers) think about you and convert and buy your stuff.” Throughout the book, Vaynerchuk stresses about the significance of storytelling and its craftsmanship when it comes to social media engagement, campaign strategies. And most importantly, your patience.
Gary Vaynerchuk’s total knockout masterpiece teaches you how to precisely uppercut your competition while fighting in the social media ring, not with your fist, but with a conspicuous formula that is almost like a spell anyone can murmur but few possess the ability to truly unleash its uncanny power. Just ask yourself: Over the years, how many social media hits have you seen that instantly upped a company’s market or sales share?
Nothing is more accurate than the metaphor Vaynerchuk uses to describe social media: Crack – “immediately gratifying and hugely addictive”. This highly addictive substance has got the consumers hooked. The only problem is that there are way too many suppliers who have spoiled the consumers with options, which leads us back to the above question. Don’t worry. Vaynerchuk has the answers as usual.
In Round 1: The Setup, Vaynerchuk peels off the healing wound to reveal the rotten complication – even many marketers are present on social media interacting with people, they don’t necessarily believe in it. They are on it because everyone else is on it without realizing what’s best for a nail polish brand is not the footsteps you want to follow as a law firm, or the short-and-sweet Twitter format may not work for a Facebook post. After raising all the concerns right off the bat, Vaynerchuk still wants you to face emerging technology with bravery and adaptability like a successful storyteller would with audience awareness.
Like I mentioned before, Vaynerchuk has a lot of enthusiasm in supporting small businesses. I concur with one point he makes regarding a perk of being a small business owner: Unlike big companies where every word needs to be scrutinized by lawyers before it goes out on various platforms, we are allowed to have more fun, be more flexible, and be funnier. Let your personality shine!
You bet a social media guru like Gary Vaynerchuk, who gets consumers’ hardly-there attention span better than anyone, would never make you sit through a book with only words. I appreciate all the illustrations that are accompanying the examples. (Below is a preview provided by Vaynerchuk.)
#JJJRH delivers strategic information in a “visually enticing” way that breaks down each platform’s capabilities and strengths for marketers from all social media familiarity levels.
I would like to spend a little time on the longest chapter of the book, Round 3: Storytell on Facebook, since not everyone can concretely grasp the immense power of Facebook (which has more than one billion active monthly users) and its sophisticated algorithm, which pushes you to the top of your fans’ News Feeds instead of provoking direct, tangible sales. Vaynerchuk explains the psychology of marketers flooding Facebook, goes on to break the saddening news, “It is still difficult to make a direct correlation between high levels of engagement and sales.” Vaynerchuk’s solution has been consistent: “By staying vigilant. By accepting that you’re going to reinvent your content every day, if not more. And by getting to know your community like your own family.” There are several takeaways that have jumped out at me so far into the book: “quality content”, “be open”, “content that entertains” – these terms summarize the mind-boggling, and yet intricate delicacy when it comes to facebookization.
One fictitious example Vaynerchuk provides has shaken my belief to its core on many levels. A boot company’s social media specialist decides to post about his or her love for the hit television show 30 Rock on Facebook. As you can imagine, the company’s CMO questions the intentions of such irrelevant and off-brand action. However, by doing so, it demonstrates the specialist’s connection with the general public and it most likely will get a lot of engagement and echo from the company’s followers. Once this higher-than-normal click rate draws Facebook’s attention, the specialist’s upcoming posts about the boot company’s actual products will appear in people’s News Feeds and be seen by more people.
This example tells us: a) Derailment is not always bad; b) Once again, let your personality shine; c) Pay attention to what is happening around you and compose your posts accordingly.
The book is dissected into chapters, each dedicated to a current popular social networking site, which resonates with Vaynerchuk’s belief that what you post on Facebook may not work on Instagram. As agonizing and time-consuming as this volatility can be, storytellers need to cope with the system and follow one rule: “Give, give, give before we ask.”
I would like to end my book review with a quote from #JJJRH’s Introduction: “The incredible brand awareness and bottom-line profits achievable through social media marketing require hustle, heart, sincerity, constant, engagement, long-term commitment, and most of all, artful and strategic storytelling.” This line brilliantly absorbs all essence from the art of social media marketing.
Lastly, Mr. Vaynerchuk, if you don’t mind me getting a little technical here. Don’t you think a cross is more strategically appropriate following a triple jab?