Jab, Jab, Jab

12 years ago, Gary Vaynerchuk wrote an excellent book called “ Jab, Jab, Jab, Right Hook “. The idea was pretty simple: your social media content should consist primarily of “jabs”, where you’re sharing value-added content to make life better for your followers, with just the occasional “right hook” thrown in with your call-to-action.

Lately, it seems most people are either all jabs or all right hooks.

All Jabs

All jabs isn’t a bad place to be. If you’re solely providing great content to your followers, you’ll end up in a great place. That’s essentially how we ended up as clients of the CPA firm that we use, and we essentially produce content the same way.

All Right Hooks

The problem I’m seeing is too many right hooks. No jabs, just sales. There are the pure spammers of course, but that’s not what I’m referring to here. These are all people I know, that have chosen not to engage in any meaningful way online, and only show up when they need something.

For example, here’s I guy I know that I hadn’t talked to in a while. I reached out to see how he was doing, and he never replied, but four months later he reached out to me with a direct pitch.

Another friend has literally never posted on LinkedIn, and their first (and only!) post was looking for a job…