(Extracted from Jab, Jab, Jab, Right Hook by Gary Vaynerchuk)
Be generous. Be informative. Be funny. Be inspiring. Be all the characteristics we enjoy in other human beings. That’s what jabs are all about. Right hooks represent what is valuable to you—getting the sale, getting people in the door. Jabs are about what is valuable to the consumer. How do you know what content people find valuable? Look on their phones. Phone home screens show you everything you need to know about what kind of content people value. In general, the three most popular app categories are:
a. Social networks, which tells you that people are interested in other people.
b. Entertainment, including games and music apps, which tells you that people want to escape.
c. Utility, including maps, notepads, organizers, and weight loss management systems, which tells you that people value service.
Much of your content should fall within one of these three categories.