What is the 'jab jab jab right hook' concept and how does it apply to art marketing?

The concept, from marketer Gary Vaynerchuk, is that you can’t constantly ask for sales (throw ‘right hooks’). You need to give value first—entertaining, educational, or personal content (‘jabs’)—to earn the right to ask. In art marketing, this means sharing your process, being vulnerable, posting humor and memes, and showing who you are as a person before you launch a sale. These ‘jabs’ build goodwill and engagement, filling up your ‘engagement battery.’ Only after that warm-up do your sale announcements (the ‘right hook’) land effectively. If you only promote and never give, people tune you out.

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Asked by synthesized from teaching · Answered by Patrick Shanahan · art-marketing-podcast · 2026-04-23