Jab, Jab, Jab, Right Hook

The fastest-growing marketing sector getting people’s attention is social media.

Your job as a marketer is not just about selling more product (though that’s a priority, and don’t forget it), but increasingly about making sure that you are first to market as often as possible in terms of timing, the quality of your micro-content, and the originality with which you respond to the world around you. This is true no matter what platform you work with, from Twitter to Facebook, from Instagram to Pinterest

Jab, jab, jab, jab, jab . . . right hook!
Or . . .
Give, give, give, give, give . . . ask.
Get it

Jab at people, all the time, every day.
Talk about what they’re talking about.
When they start talking about something different, talk about that instead.
Repeat.
Repeat.
Repeat

general, the three most popular app categories are:
a. Social networks, which tells you that people are interested in other people.
b. Entertainment, including games and music apps, which tells you that people want to escape.
c. Utility, including maps, notepads, organizers, and weight loss management systems, which tells you that people value service.

Be generous. Be informative. Be funny. Be inspiring. Be all the characteristics we enjoy in other human beings. That’s what jabs are all about. Right hooks represent what is valuable to you—getting the sale, getting people in the door. Jabs are about what is valuable to the consumer. How do you know what content people find valuable? Look on their phones. Phone home screens show you everything you need to know about what kind of content people value. In general, the three most popular app categories are

They make the call to action simple and easy to understand.
They are perfectly crafted for mobile, as well as all digital devices.
They respect the nuances of the social network for which you are making the content

A great marketing story is one that sells stuff. It creates an emotion that makes consumers want to do what you ask them to do

Jabs are the lightweight pieces of content that benefit your customers by making them laugh, snicker, ponder, play a game, feel appreciated, or escape; right hooks are calls to action that benefit your businesses. It’s just like when you’re telling a good story—the punch line or climax has no power without the exposition and action that come before it. There is no sale without the story; no knockout without the setup

traditional, digital, and social.