When Joe interviewed Gary Vaynerchuk, the CEO of VaynerMedia, Gary laid out his Business Philosophy around “Jab, Jab, Jab, Right Hook”. JABS, according to Gary, are the VALUE you provide to your Customers. This includes content you put out, the appreciation you show people, the nice gestures you do for others, and more.
The Right Hooks are ASKS. These may be asking for a sale, asking for a donation, or asking for a subscriber. Getting Jabs and Right Hooks lined up requires understanding your Audience, having the minimal amount of friction, and making it all feel natural. Gary points out that you need to throw Jabs before you throw a Right Hook. ‘Jab, Jab, Jab, Right Hook’ ultimately stands for ‘Give, Give, Give, then Ask’.
“You have to earn the right to ask people for a sale,” says Gary.
It requires patience and flexibility, especially when things change fast. “If you know a right hook is coming, you’re ducking,” says Gary. “The whole world is moving towards a long-tail sales cycle. There are still places for quick hits, but people are becoming more cynical to Advertising because the youth has been bombarded with Advertising. You have to romance it even more than you did in the past.” Even when Gary gives A LOT, and yet doesn’t receive as much (or anything!) in return, it doesn’t phase him.
He takes it as a lesson about how the other person may be viewing the giving and taking. It teaches him how to interact in the situation. It informs him about where to put his energy and about relationships that may be more valuable. Some people simply don’t give as much as they take, and it’s important to notice this. Even so, when you do everything you can to provide Value, your chances of having the Right Hook land, go up. As Joe says, “Life gives to the giver and takes from the taker.”
by Joe Polish
Founder of Genius Network
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