Hey, don’t blame me. The author chose the language. Throughout 195 pages (or 12 rounds, as he favors), he compares expert social media use to boxing. Not one paragraph or one chapter, but the whole book. Like fighter Rocky Balboa, go the distance for all of Vaynerchuk’s winning ideas. With chapters like “How Storytelling Is Like Boxing,” readers will be bilingual quickly.
Read between the lines in this book. Vaynerchuk stresses “native content.” Respect the language favored by users of the social media you’re using. Boxing, Twitterisms…it’s all about connecting with your chosen audience on their terms.
Secondly, as the king of Vayner Media (the digital consulting agency), Vaynerchuk works with corporations and celebs on social media campaigns. In the book, he critiques and blasts companies for their misguided efforts on Twitter, Facebook and other platforms.
Here, Vaynerchuk takes another chance. Some readers might throw in the towel early. (Sorry, this boxing slang is catching…) Truly, readers might think, “I’m not a huge corporation. And, I don’t want to be an ad exec.”
That’s not the point. I don’t see Jab, Jab, Jab as a simple how-to manual. Instead, this book is a “how to do it BETTER” volume. Vaynerchuk takes on everyone from Shakira to Arby’s. These real-world case studies are a great alternative to the hypothetical theorists. “Suppose the XYZ company makes widgets and gizmos…” Snore.
Like a fearless fighter, Vaynerchuk includes looks at rising social media contenders — LinkedIn, GooglePlus, Vine and Snapchat. While he stresses micro-content, the author knows that engagement matters. No boxing match happens unless two are in the ring.
Personally, I didn’t need the sports subtext to be sold on Vaynerchuk’s insights. I prefer his title translation: “Give, give, give, give, give…ask” Some of his most direct hits are the simplest. Such as: “No one wants to be interrupted, and no one wants to be sold to.”
Boxing matches are scored on points. Here’s where I think Vaynerchuk wins it all. His game-changing effort comes early in the book, discussing storytelling on Facebook:
“But the only way to reach those customers is to get them engaged. And you do this by talking like a human being, not a company. Give and give and give, for no other reason than to entertain your customers and make them feel like you get them.”
In social media, in writing, in life, who could lose with a game plan like that?