7. “Social media is a gateway drug to selling things.”
His upcoming book, Jab, jab, jab, right hook, is going to be about how we can use social media to start online conversations, build relationships and then sell those that are engaged.
He thought the financial services industry is still terrible at this. Content and context need to be created before pushing an agenda.
8. “Don’t talk about what you actually do; most consumers aren’t interested.”
For financial professionals, he recommended becoming a media company to what is relevant in that town. It might be seven articles about high school football and then the eighth article is a commercial, also known as an advertorial.
He stressed the importance of creating content to sell. This will continue to be the case and he believes a company like Nike will eventually be a major competitor of ESPN.