Have you read Gary Vaynerchuck’s new book Jab, Jab, Jab, Right Hook?
If not, you really must. Gary is, in my humble opinion, the world’s best authority on social media.
The basic premise is that you need to provide your audience – customers – followers with useful, interesting and relevant content 75% of the time and that earns you the right to ask for their business or something in return 25% of the time (the right hook).
This is such great advice because in my experience many LinkedIn users either;
1) Spring out of their corner aggressively swinging repetitive right hooks, failing to ever hit the target and eventually pass out due to exhaustion!
2) Keep jabbing endlessly with no cutting edge until they too pass out!
The only problem with this book for me is the boxing metaphor. Gary is a straight talking New Yorker who has achieved great things from humble beginnings by being a real ‘street fighter’ in the business world. So it makes perfect sense for him to relate his advice to boxing.
I however see things differently and a better metaphor for me would be based on a saying from old friend of mine;
“feed the pigeons”!
Meaning that if you feed the pigeons, more and more will come and before long it will be easy to capture plenty of them….a little cruel perhaps but it has always stuck with me as a great metaphor for content marketing and social media.
The concept (via both metaphors) is pretty easy to grasp but harder to implement.
I think I have been guilty of feeding pigeons without taking any in the past and more recently, whilst launching my new 3 Day Start programme, I have probably been catching too many (or swinging too many right hooks) and potentially scaring off the flock that had gathered!
Its a difficult balance to find isn’t it?
What do you think?
Have you ever been guilty of swinging your right hook too much (or a brutal pigeon massacre!)?
Do you find yourself surrounded by a happy flock of overweight pigeons whilst feeling hungry yourself?
I would love to hear your thoughts on this matter.
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