AttentionIstheCurrencyWhat Gary Vaynerchuk Gets Right, and Where We Differ

The Short Version

Gary Vaynerchuk was early and loud about something that is now obvious: attention has moved to social platforms, and the businesses that earn it there win. We agree with him on attention, on giving value before asking, and on playing the long game. Where we differ is volume. We do not believe most businesses need to post more. They need to post consistently, recognisably, and usefully, for years.

What Vaynerchuk Argues

• Attention is the asset. Whoever holds the attention of their market holds the advantage. Social media is where that attention lives now.
• Jab, jab, jab, right hook. Give value repeatedly (the jabs) before you ask for anything (the hook). Most brands throw the hook far too early.
• Platform-native content. What works on LinkedIn does not work on TikTok. Make content for the platform, in its language.
• Document, don't just create. The real, behind-the-scenes story of a business is often more interesting than a polished advert.
• Patience. Results compound over years, not weeks.

Where We Agree

Attention over reach. A thousand people who actually stopped, read, and felt something are worth more than a hundred thousand impressions that scrolled past. We report on the first, not the second.

Give before you ask. This is the heart of Vaynerchuk's work and it holds up. A feed that only ever sells trains people to ignore it. A feed that answers questions, shows the work, and is genuinely useful earns the moment when you do ask.

Show the real business. The people, the workshop, the delivery van, the job half done. This kind of content builds trust in a way stock photography never will, and it is something AI cannot fake for you.

Patience. We tell every client the same thing: the first three months build the foundation; the results compound after that.

Where We Differ

Consistency beats volume. Vaynerchuk's advice is often to post as much as possible, everywhere. For a large brand with a content team, maybe. For a twelve-person business, that advice usually ends in burnout, a gap of three silent months, and a feed that looks like five different companies.

The research on brand effectiveness, from Les Binet and Peter Field and from Jenni Romaniuk's work on distinctive assets, points the other way: repeating the same recognisable look and message, steadily, over years, is what builds memory. One strong post a week for three years beats daily posting for three months. That is why our plans start at one post a week, and why we would rather you stay at that rhythm than sprint and stop.

The offer has to be worth the hook. Alex Hormozi makes the point well: a good give-to-ask ratio cannot save a weak offer. Before we plan a month of content, we look at what you are actually asking people to do, and whether it is easy and attractive enough to say yes to.

Answer, don't just entertain. Marcus Sheridan's work shows that the most valuable "jab" is often a straight answer to a question buyers are already asking: what does it cost, what can go wrong, how do you compare. That content keeps working long after the post has scrolled away.

How It Shows Up in Our Work

• AI Dose: a fixed, sustainable rhythm (one, three, five, or seven posts a week) that we keep running every week, so you never go quiet.
• Creative Dose: a monthly plan where most posts give (answers, behind the scenes, proof) and the offer appears in a regular, predictable slot.
• Signature Dose: platform-by-platform plans, with campaigns built around moments when your buyers are most likely to be in the market.

What You Can Do This Week

1. Pick a posting rhythm you can keep for a year, not a month. Write it down.
2. List the ten questions customers ask you most. Each one is a post.
3. Photograph one real moment from your work every day this week. No staging.
4. Check your last month of posts. How many gave something, and how many asked for something? Aim for roughly four gives to every ask.

Questions People Ask

How often should a small business post on social media?

As often as you can keep up for a year without stopping. For most small businesses that is one to three strong posts a week. Consistency matters more than frequency.

What is "jab, jab, jab, right hook"?

Gary Vaynerchuk's shorthand for giving value several times before making an ask. The gives build attention and trust; the ask converts it.

Does posting more get better results?

Not on its own. Repeating a recognisable message consistently over time builds more memory than a burst of high-volume posting.