Why "Jab, Jab, Right Hook" Doesn't Work Anymore ??

Have you heard of Gary Vee and his best-selling book Jab, Jab, Jab, Right Hook? It's a fantastic book, highly recommend getting a copy.

The title is a metaphor to help explain how to win on social media.

Jabs are the value you provide your customers with: the content you put out, the good things you do to convey your appreciation.

And the right hook is the ask: it’s when you go in for the sale, ask for a subscribe, ask for a donation.

Just because you jab and jab and jab, doesn't mean you automatically get to land the right hook. Far from it.

Putting out great content, sending baskets of fruit, whatever your jab is, it doesn't entitle you to land the right hook.

It just means you have the audacity to ask.

With the amount of content that is being dumped on the internet every day your jabs have to be stronger and there needs to be more of them.

If Gary made an updated version for 2020 the title might need to be Jab, Jab, Jab, Jab, Jab, Jab, Jab, Cop a Punch, Jab, Jab, Jab, Jab, Jab, Jab, Jab, Jab, Jab, Get Punched in the Face, Jab some more, Jab, Jab, Jab, Right Hook?

And yes, the question mark at the end is deliberate!

The right hook is a short term gain, risking the long term outcome.

If you want to build a relationship with your audience.

You're going to give way more than you get back in return. You have to be OK letting your audience carry the title belt.

If you walk away from a transaction with more value than your customer, you won't be in business much longer.

You're not in a boxing match with your customer.

You're in a race against your competitors. A race against yourself.

A race to deliver more value than anyone else.

The more value you provide, the more brand sentiment you build... The more likely your customer is to choose you.

If you're in the jungle and you spot a huge lion under a tree. The lion notices you and your friends, locks eye-contact, then sits up and roars loudly.

Terrifying every creature within earshot .

Then the lion starts to chase you and your friends. In order to survive being attacked by the lion, do you need to be faster than the lion?

No.

You only have to be faster than the next piece of meat, standing next to you.

Same goes on social media.

If you beat your competitors in the race to deliver value, you will win.

As for them. Well, they will get eaten alive.

Social media is leveling the playing field, one post at a time.

The punchline...

You have to be okay with not landing the right hook.

The key to being a strong entrepreneur or executive is to understand that patience is extremely important.

Sometimes when people complain to me that their right hook didn’t land, I find out that they were only jabbing for three months.

In the entire span of your career, whether it’s been forty years or it’s going to be forty years, three months is nothing.

If you structure your business right at the highest level, landing one right hook in six to twelve month period should be enough.

It should bring you enough ROI and value to justify the rest of the year of jabs.

Thank you for your attention.

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