Jab, Jab, Jab, Right Hook; it’s all about the Value Proposition
I’m a big fan of business guru, Gary Vaynerchuk, and one of his books entitled Jab, Jab, Jab, Right Hook along with a particularly sales heavy, impersonal email a colleague of mine received from a brand new networking contact earlier today has inspired this post.
What does Jab, Jab, Jab, Right Hook mean? Well, put simply it’s making sure that you are giving much more value than you are asking for in return; value proposition. Or as I like to think of it; Give, Give, Give, Ask.
This mind-set can be useful in so many ways. In a social media context, for example, ‘jabs’ would be the informative pieces of content that benefit your customers, whereas ‘right hooks’ are calls to action that benefit your business. For example, at Birchover Sales & Lettings we might put out 5 different useful posts with information about how you can become a Landlord and then 1 post explaining how our property management service works.
The fundamental mistake it’s easy to make is just to ask all the time and then wonder why nobody engages with you or buys your product or service. In order to become an expert or thought leader in your industry, you need to give that value to your audience and in return they may, over time, engage with your brand. You can’t expect someone to like and trust your business when all you’re trying to do is sell at them.
This is why some people find that business networking doesn’t work for them, because they attend networking events and start to ask before they give. I can be more than happy to help somebody even when we’ve just met, but less as a complaint and more as advice; the more you invest in relationships, the more you will get when you need. It’s not only more effective but it’s much more rewarding.
Written by Laura Etheridge.
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