Rating: 3.7/5
Despite the sound advice for how to “jab” and “right hook” on different platforms, I still think Gary’s value comes from his presence on Youtube, Instagram, and his call-in podcasts. His interaction with fans, enthusiasm and no BS attitude are the reasons why I follow him. The ad critiques were excessive and could have been summarized in three examples for each platforms (one outstanding, one average, one terrible). The author was consistent with the messaging delivered: the importance of microcontent to make the final sale, the consideration of context (i.e.social media platforms, events etc,) and impact of effort.
Insights/Thoughts
- Your story isn’t powerful enough if all it does is lead the horse to water; it has to inspire the horse to drink, too. I think the ability to inspire action is something that many campaigns miss – they do a lot of leading and not enough inspiring to make repeat “right jabs”
- It’s in Facebook’s best interest for you to put out good content – because it is a social network, people come to the site to consume information and so if the content is bad, Facebook will suffer. This is a big learning for me – the self-interest perspective in maintaining good content for the audience. I always assumed that promotion of content was purely for ad revenue but the point about relevance makes so much sense for something like social media.
- All impressions are not good impressions. Quality, relevance, good timing—these things matter far more than many marketers realize. I learned that an impression is anytime content shows up on a user’s screen. And just like how you normally wouldn’t high five someone for just showing up, we shouldn’t really be evaluating the success of content that is the equivalent.
- Your story needs to move people’s spirits and build their goodwill, so that when you finally do ask them to buy from you, they feel like you’ve given them so much it would be almost rude to refuse. Jab, jab, jab, jab, jab…right hook! Or…Give, give, give, give, give…ask. In today’s society, we’re taught to ask, ask, ask, ask…ask more. The quote made me think of LinkedIn and how someone you haven’t talked to you in ten years will ask you for a referral to a job. Making the referral isn’t the problem here, the question is WHY should I do it for you? I think people need to realize that when you haven’t built a relationship with trust, asking for favours won’t get you very far or the success rate will be quite low (at least in my experience).
Favourite Quotes
There is no sale without the story; no knockout without the setup. Content is king, context is god, and then there’s effort. Together they are the holy trinity for winning…in any business. When you’re self-aware, you know your message. When you know your message, it’s easy to keep it consistent in every setting. Being cool has nothing to do with age; it has to do with how solid your identity is. Do not pretend to be anyone other than who you are.