تک ضرب و هوک راست

کتاب: از گریوی بپرس / فصل 10

تک ضرب و هوک راست

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CHAPTER 8

JABS AND RIGHT HOOKS

IN THIS CHAPTER, I TALK ABOUT THE NUMBER-ONE RULE FOR SALESPEOPLE, THE POWER OF THE ASK, AND HOW TO AMPLIFY YOUR AUDIENCE’S WORD OF MOUTH.

What more could I possibly say about this?

the content you put out that entertains, distracts, attracts, informs, or otherwise engages and builds a relationship between you and your audience. It builds your brand, raises people’s awareness of who you are and what you represent, and opens people up to receiving a right hook when the time is right.

the content you put out that brings in the sale. The one that offers the 10 percent off, or announces the new line, or merely says, “Buy my stuff.”

It sounds so simple, but to make jabs and right hooks land with enough impact requires finesse, good improv skills, and a deep understanding of the psychology behind every platform you use. A jab on Pinterest will look completely different from one thrown on Twitter. A right hook on Instagram won’t work if it’s just something you recycled from Facebook. Each platform speaks to its users in a different way, and you have to learn the language. A short scan on any platform shows me that most people still aren’t fluent.

Want more details? Read my third book, Jab, Jab, Jab, Right Hook.

The end.

What’s the best advice you can give salespeople in the social media/digital world age?

What’s the best way to make a right hook seem like a jab?

I’ve been doing a lot of jabbing but I don’t feel like I’m hitting much of anything. Any advice?

As we go from concept to final product, how can we empower our readers to spread the word?

Instagram is good for jabs, but how do you use it for right hooks?

I’ve been putting out jabs based on my expertise (real estate), but I’ve never really brought up the fact that I have a business to promote. How do I make the transition and establish that I have a product to right-hook for?

Is there ever such a thing as too much jabbing? Is there ever a time when you withhold content or refrain from engaging in order to build up some mystique?

If my right hook is “Watch my Web series!” what are some good jabs to set that up?

How do your right hooks differ for a free service versus a paid one?

Many of your jabs and right hooks reach your B2C audience (wine and books), but how does it impact B2B?

My company is strict, I would say almost too strict on working within their brand guidelines. What is the best way to approach and post content on social, in particular jabs, without being perceived as breaching the company’s brand guidelines? In other words, should I tell them to chill the F out, it’s social media?

Do you recommend your website’s landing page be a jab, like a blog, or a right hook?

If you could ask one question of your audience to make sure you’re on the right track, what would it be?

What are the most effective things you’ve done to drive book sales?

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