Jab, Jab, Jab, Right Hook (HarperBusiness, 2013) by Gary Vaynerchuk
Gary Vaynerchuk’s book will help you rethink how you market and sell to your customers. He explains how you have to constantly give value to others before asking them to buy your products and services. The book is called Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World. In the book, Vaynerchuk gives numerous examples of how companies like Dunkin’ Donuts and Lacoste have successfully (or unsuccessfully) used popular social media tools including Facebook, Twitter, Instagram and Pinterest. He uses enough examples for each tool that you gain a solid understanding of what works and what doesn’t in the context of each one.
Vaynerchuk has a lot of credibility in the social media space, with four books now (another one coming up shortly) and a growing consulting company called VaynerMedia, which has Fortune 500 clients such as GE and the New York Jets. The main message in the book, and his mantra, is that you need to emotionally invest in your customers for them to care about you.
If you sell too hard on social media, people will ignore you, but if you support your community, they will want to do business with you. After reading the entire book, the following fourteen quotes really stood out to me:
1. “It took thirty-eight years before 50 million people gained access to radios. It took television thirteen years to earn an audience that size. It took Instagram a year and a half.”
2. “Great marketing is all about telling your story in such a way that it compels people to buy what you are selling.”
3. “There is no sale without the story; no knockout without the setup.”
4. “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.”
5. “Today, getting people to hear your story on social media, and then act on it, requires using a platform’s native language, paying attention to context, understanding the nuances and subtle differences that make each platform unique, and adapting your content to match.”
6. “Your story needs to move people’s spirits and build their goodwill, so that when you finally do ask them to buy from you, they feel like you’ve given them so much it would be almost rude to refuse.”
7. “Successful storytelling builds brand equity, and businesses with high brand equity don’t need to draw as much attention to themselves and their achievements as those that are still establishing their value to the customer.”
8. “One out of every five page views in the United States is on Facebook!”
9. “On Facebook, the definition of great content is not the content that makes the most sales, but the content that people most want to share with others.”
10. “If you’re in business, first and foremost, you have to be nice. Show your customers that you care.”
11. “Use every customer point of contact to weave stories about who you are and what your brand stands for.”
12. “It took Flickr two years to reach the milestone of 100 million uploaded pictures; it took Instagram eight months.”
13. “Creating content that allows us to share our experiences, thoughts, and ideas in real time is becoming an intrinsic part of life in the twenty-first century.”
14. “The skill sets it takes to be a successful entrepreneur, a successful marketer, or a relevant celebrity is a different skill set than you needed ten years ago, even though that was the skill set that mattered for decades.”
Follow Gary Vaynerchuk on Instagram @Garyvee
This article originally appeared on 14 Memorable Quotes From Jab, Jab, Jab, Right Hook.