Marketing Strategies for a New Age
A few years back, Gary Vaynerchuk released a book called Jab, Jab, Jab, Right Hook. The theme of the book relates the sport of marketing and sales to the sport of boxing. The focus of the book is the shift from marketing through traditional vectors such as television, billboards, and radio, to social media.
In the book, the core concept is to give (jab) before you ask (right hook). It is a really straightforward concept that has been applicable in various fields outside of business. Hell, that framework is a good MO for just being a genuinely good person. Gary says that in today’s age, competition for our attention have never been so strong. You don’t want to watch the commercial on live TV? Look down at your phone. You don’t want to endure the mundanity of driving? Text and drive. Even when you’re on your phone, don’t want to watch a 15 second YouTube ad before your video? Click the back button and find a new one. Not only has the supply of entertainment skyrocketed since the advent of the smartphone, it has begun to compete with itself. Your attention has become so centralized on your phone as opposed to the television or even real life, that the internet has become a very noisy competitive space. Where people used to make generic products and air an infomercial to sell it. That strategy doesn’t work anymore.
So how do you stand out in this sort of environment? One thing: bringing lots of value for free. We are all very familiar with the internet. If you don’t have adblocking software, the amount of advertisements on any given website is obscene. How many of those random adverts have you looked into? The answer is none, you’ve ignored them all and even gone so far as to outright block them with ABP. This is where pushing out good content for free comes in. This rule is even present in the Reddiquette wiki, “It’s perfectly fine to be a redditor with a website, it’s not okay to be a website with a reddit account.” Essentially what they’re saying is, people hate spam. By providing content, say, via a blog, you are bringing people content that they value and seek out of their own initiative, and at no cost to the consumer. When you put out blog article after blog article, you provide enough value to your audience that some will be inclined to reciprocate — that is when you throw the right hook and ask them to purchase whatever you’re promoting.
And that is essentially the big idea of Jab, Jab, Jab, Right Hook. Especially in today’s marketing climate, you need to first provide value several times over, then ask for the sale.