“Jab, jab, jab, right hook!” – Gary Vaynerchuk
As it turns out, the optimum “problem to product” content ratio is 75:25. Entrepreneur Gary Vaynerchuk does a great job of laying this out in his book, Jab, Jab, Jab, Right Hook. The “jab” is the content, the “right hook” is hitting customers with that final product message once they’re engaged.
So then why, as we saw in Part 3, do so many companies have this ratio inversed? In Part 4, we’ll discuss the answer.
We’ll also take a look at companies in the electronics industry who have successfully made their way to a problem-first messaging culture, and how some creatively engage design engineers beyond the whitepaper.
We’ll look at a company that sent Superman to the edge of space and back, and we’ll discuss how power components manufacturer Schaffner turned a 5% growth history into 11% and then 25% growth in just two years! (Have a look at the Schaffner case study about that success here.)
This video is Part 4 in a series of five, totaling 45 minutes. You can watch the full 45-minute presentation here.