Jab, Jab, Jab, Right Hook...A review.
At one point last year, I was complaining about how I was having a tough time figuring out the whole marketing game. My sister said to me, "Well, you follow Gary Vaynerchuk and read all his stuff, right?" As I shook my head no, she also began to shake her head, perhaps a bit ashamed of me. She simultaneously walked over to her bookshelf to hand me this book.
I kept it on my "Books to Read When My Business is Slow in January" pile (yep, that's the pile name), and that was a mistake, for a couple reasons.
1. This book is about social media and it was published in 2013. Though it was very current when published, there are a lot of elements of social media platforms that have changed.
2. It is such a valuable resource for anyone trying to market anything.
Vaynerchuk boldly confronts the issue of content: there is simply so much out there and so much of it is crap. He details how to be relevant and how to stand out and a lot of it boils down to what he is famous for: hustle.
To communicate your story well, and in an educated, timely way, you have to be active. You have to be watching the stupid Super Bowl commercial so you can tweet and make fun of it as it happens. You have to read current events so you can have valid opinions and views. You must constantly consume whatever is relevant to your business and your followers and distribute that information in a way that is uniquely you (see quote below).
Gary is successful because he hustles. And this book jab, jab, jabs you until you realize that you have to hustle too.
Who is this book for?
Small business owners: Yep.
CEOs: I think so because I think it would help executives understand the power, necessity, and importance of social media rather than seeing it as arbitrary or ineffective.
People who are living in 2016: Yes. Just because this book is older doesn't make it ancient. There are still pertinent case studies to examine here.
What does this book say?
Anyone can present news, your tweets about your product or service are tiny drops in the deluge of information that hits people when they come to the site. The only way to differentiate yourself and pique people's interest is through your unique context. Breaking out on Twitter isn't about breaking the news or spreading information—it's about deejaying it. News has little value on its own, but the marketer who can skillfully spin, interpret, and re-mix it in his or her own signature style can often tell a story that is more powerful and memorable than the actual news itself.
Our homes may be cluttered, our cellulite may be out of control, and when we want to be profound we may only come up with fortune-cookies wisdom, but online, our Pinterest collections reveal hat we dream of living in a serene shelter magazine spread, draping beautiful clothes over our slim silhouettes while effortlessly quoting Henry David Thoreau and the Dalai Lama. Aspiration and acquisition are two of the most powerful human drivers that lead people to buy, and Pinterest can satisfy both.