--- title: "Jab, Jab, Jab, Right Hook, for creators" description: "Gary Vaynerchuk's Jab, Jab, Jab, Right Hook in 9 frameworks with steps, and the three Tom Sharman lessons it backs." canonical: https://tomsharman.com/bookshelf/jab-jab-jab-right-hook/ updated: 2026-11-03 --- # Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World > Gary Vaynerchuk's Jab, Jab, Jab, Right Hook in 9 frameworks with steps, and the three Tom Sharman lessons it backs. The frameworks here are Gary Vaynerchuk's, from Jab, Jab, Jab, Right Hook. Claude read the book in Tom's Brain and linked it to his lessons. ## How Tom uses this - [People online are selfish, so lead with what they get](https://tomsharman.com/lessons/people-online-are-selfish-so-lead-with-what-they-get/index.md): The book's give, give, give, ask model says content must serve what the audience values before the brand asks for anything. (pp. 35, 63 and 66) - [Two to three a day, LinkedIn five times a weekday](https://tomsharman.com/lessons/two-to-three-a-day-linkedin-five-times-a-weekday/index.md): The book argues that there is only a 365-day campaign with new content daily, and that social marketing is a 24-7 job. (pp. 36, 71 and 72) - [Short form first, LinkedIn on winners, YouTube last](https://tomsharman.com/lessons/short-form-first-linkedin-on-winners-youtube-last/index.md): The book tests content for free on the cheap platform and pays to push only the winners, and uses the biggest following to feed a new platform. (pp. 102 and 207) - Author: Gary Vaynerchuk - Pages: 397 - Chapters: 23 - Frameworks: 9 - Categories: Storytelling, Lead generation, Content and packaging, Personal brand - Book 24 of 46 on the bookshelf: https://tomsharman.com/bookshelf/index.md ## What it argues Vaynerchuk argues that social media marketing works only when a brand earns the right to ask. Every platform has its own language, so content has to be native, short and built for the place where it appears, and a brand has to give value again and again (the jabs) before it makes a sales ask (the right hook). Context matters as much as content, and effort decides who wins, because a small team that listens, replies and tests daily can beat a larger and lazier rival. He also expects every company to become a media company that owns its audience instead of renting attention. The case studies show the same few mistakes over and over: no logo, too much text, dead links, bad timing and ignoring the community. ## Worth keeping - Give, give, give, give, give, then ask. Goodwill from jabs makes the right hook land (p. 66). - Content is king, context is God, and effort completes the trinity (p. 53, p. 343). - Every platform has its own language, so repurposed content gets ignored (p. 33). - There is no six-month campaign, only a 365-day campaign with new content daily (p. 36). - Use free organic posts as a test, and pay to push only what already engages (p. 102). - Facebook rewards shares and engagement over sales, so the best content is the most shareable (p. 83). - Put the logo on the picture, keep copy short, link to the exact page, and mind the time zone of your audience (p. 168, p. 158). - Deejay the news on Twitter: add your own opinion and context rather than posting a bare link (p. 178). - Three calls to action in one post is the same as none (p. 215). - Effort is the great equalizer for a small team against a larger competitor (p. 344). - Brands can own and remarket their own media instead of renting it (p. 351). ## The questions it answers ### What makes a format repeatable, as opposed to a hit that happened once? He says the only formula that holds on every platform is micro-content plus community management, with a separate tested formula for each platform. ### How do you build a personal brand that generates inbound rather than requiring outbound? He argues you earn the sale by giving value first, listening on Twitter and keeping the same identity everywhere, so that the ask feels almost rude to refuse. ### Which of my stories travel, and which only feel like they should? He says to test timing, taglines and formats, read the engagement numbers, and treat content that over-indexes as the sign it travels. ### What is the smallest team that can produce at the volume I am used to? Oreo's blackout tweet needed a team ready in advance, and he says one or two people cannot be everywhere, so a small team must win on effort and quality of conversation. ### What is content operations actually worth to a company, in money? He compares the cost of a targeted Facebook post and sponsored story with a $7,000 to $13,000 television flight, and says owned content lowers cost with every share. ## The frameworks 1. [The three characteristics of a perfect right hook](https://tomsharman.com/bookshelf/jab-jab-jab-right-hook/the-three-characteristics-of-a-perfect-right-hook/index.md): Checks a call to action before you post it. 2. [The sweet science loop](https://tomsharman.com/bookshelf/jab-jab-jab-right-hook/the-sweet-science-loop/index.md): How to build a storytelling formula for each platform. 3. [The six rules of outstanding content](https://tomsharman.com/bookshelf/jab-jab-jab-right-hook/the-six-rules-of-outstanding-content/index.md): A checklist for whether a post will cut through the noise. 4. [The three kinds of jab](https://tomsharman.com/bookshelf/jab-jab-jab-right-hook/the-three-kinds-of-jab/index.md): Where to find content people value. 5. [The sponsored story filter](https://tomsharman.com/bookshelf/jab-jab-jab-right-hook/the-sponsored-story-filter/index.md): How to spend Facebook money only on content already proven to work. 6. [Questions to ask when creating Facebook micro-content](https://tomsharman.com/bookshelf/jab-jab-jab-right-hook/questions-to-ask-when-creating-facebook-micro-content/index.md): A pre-post checklist for Facebook. 7. [Trendjacking](https://tomsharman.com/bookshelf/jab-jab-jab-right-hook/trendjacking/index.md): How to join a trend with a story of your own. 8. [The Pinterest board ladder](https://tomsharman.com/bookshelf/jab-jab-jab-right-hook/the-pinterest-board-ladder/index.md): How to arrange boards so jabs lead to one clear right hook. 9. [Four tips for Instagram content](https://tomsharman.com/bookshelf/jab-jab-jab-right-hook/four-tips-for-instagram-content/index.md): A short guide to what works on Instagram. ## More by this author - [Day Trading Attention](https://tomsharman.com/bookshelf/day-trading-attention/index.md) ## Working with Tom on this Tom works with creators and founders one to one, from a single session to a fractional role. [Work with Tom](https://tomsharman.com/consulting/)