Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World

For decades, most companies have marketed while thinking only of the "right hook"--the knockout blow that will hit potential customers directly and, ideally, encourage them to buy a product or service.

In Jab, Jab, Jab, Right Hook, however, social media expert Gary Vaynerchuk maintains that the knockout strategy isn't suited to sparring in a social media world. While customers were at one time content to accept the "right hooks" of billboards, commercials and print ads, social media has given them an unprecedented power they have seized with zeal.

Customers, Vaynerchuk notes, no longer want to listen to the message; now, they want to interact with it and spar with the messengers. The result is a world in which a series of "jabs" by marketers to draw in customers before landing the "right hook" of the sale is key. Social media channels are the way to deliver--if companies know how to handle them.

In a book that combines the best of previous books like Crush It! and The Thank You Economy, Vaynerchuk clarifies that in a social media-driven world, context matters. Communication in marketing, while vital, must also be adapted to the specific social media platforms and mobile devices on which it will be consumed. With a wealth of easily applied tips and clear examples, Vaynerchuk explains how to make the most of marketing on social media in an ever noisier world. --Dani Alexis Ryskamp, blogger at The Book Cricket

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