Introduction – Why Pubs Need a New Posting Strategy
Most pubs post the same kind of content: “Quiz tonight,” “2-for-1 Happy Hour,” “Book now for Sunday lunch.” It’s all sales. Customers see these posts so often they scroll right past.
Gary Vee’s boxing-inspired rule flips this: jab, jab, jab, right hook. In other words:
- Jabs = giving value.
- Right hook = asking for the sale.
For pubs, this rhythm is the key to building trust, driving engagement, and filling events.
Industry Context – Why “All Sales Posts” Fail
- 70% of social media users say they unfollow businesses that post only promotions (Statista, 2024).
- Hospitality brands with a give-first approach see 2.5× higher engagement than those with sales-heavy feeds (CGA Strategy, 2024).
- TikTok and Instagram reward entertaining or educational posts with reach — not just “buy now” messages.
In short: selling every time is like throwing nothing but right hooks. You’ll tire out your audience.
Breaking Down the Jab Strategy
What’s a Jab?
A jab is a post that gives something to your audience without asking anything back.
Examples for pubs:
- A funny meme about football.
- An Instagram story with a sample quiz question.
- A TikTok of the chef flipping a steak.
- A poll: “Curry or pizza Wednesday?”
These posts entertain, inform, or involve your followers. They build goodwill and make people smile.
What’s a Right Hook?
A right hook is a direct ask for business.
- “Book now for Friday’s live band.”
- “Reserve a table for Sunday roast.”
- “Happy Hour 2-for-1 cocktails tonight.”
Right hooks are essential, but they only land after jabs have built trust.
The Rhythm: 3 Jabs → 1 Right Hook
Gary’s magic ratio is about patience. Don’t ask for the sale until you’ve given value multiple times.
Example Weekly Flow
- Monday (jab): Meme about Monday blues with a pint cure.
- Tuesday (jab): Instagram story with a quiz teaser question.
- Wednesday (jab): TikTok of curry night cooking in the kitchen.
- Thursday (right hook): “Don’t miss Friday’s live band — book now!”
This rhythm keeps customers entertained all week. By Thursday, they’re primed to respond to the right hook.
Case Study – How This Works in Practice
Imagine two pubs promoting the same Friday disco.
Pub A:
Posts once: “Disco Friday at 8pm — book now!”
Result: limited engagement, poor turnout.
Pub B:
- Monday: Meme about dancing badly on a night out.
- Tuesday: Poll: “What’s the ultimate 90s tune?”
- Wednesday: Story clip of staff setting up disco lights.
- Thursday: Right hook — “Friday disco 8pm. Don’t miss it.”
Result: engagement all week, customers tagging friends, bigger turnout.
The right hook landed because the jabs softened up the audience first.
Why This Works for Pubs
1. Builds Trust
Customers see you as entertaining, not pushy.
2. Keeps You Visible
Algorithms reward consistent, engaging posts.
3. Creates Anticipation
By Thursday, people feel invested in your story.
4. Increases Conversions
Sales posts feel like a natural conclusion, not a hard sell.
Practical Framework – Jab/Hook Posting Plan
Step 1: Define Your Jabs
- Memes, polls, trivia, behind-the-scenes clips.
Step 2: Plan Your Hooks
- Event promos, booking pushes, specials.
Step 3: Schedule with Rhythm
- 3 value posts, then 1 ask. Repeat.
Step 4: Track Results
- Which jabs got the most likes?
- Which hooks converted best?
Advanced Moves – The “Soft Hook”
Not every ask has to be a hard sell. Sometimes the right hook is subtle:
- Story: “We’re setting up for tonight — anyone coming down?”
- Reel: “Soundcheck for the band — who’s excited?”
These posts are technically hooks, but they feel like part of the fun.
Numbers That Prove It
- Businesses that follow a give-first approach on social see 37% higher conversions (Forbes, 2024).
- Hospitality brands that balance engagement + promotions experience 2× higher repeat visit rates (CGA, 2024).
- Pubs that post only promotions lose 25% of potential footfall to competitors with more engaging feeds.
Linking Back to the Cornerstone
The jab/jab/hook model is one pillar of Gary Vee’s philosophy. To see how it combines with documenting, content pyramids, $1.80 strategy, and influencer work, check the cornerstone:
👉 Gary Vee Social Media Marketing for Pubs: The Ultimate 2025 Playbook
Conclusion – Jabs Build, Hooks Land
The problem with most pub marketing is that it’s all hooks. Gary Vee’s rule shows us that the way to win isn’t to shout louder — it’s to give value until your audience is ready to buy.
Three jabs, then a hook.
Three moments of fun, then one call to action.
Do that consistently, and your pub will be the one locals choose every time.
⚡ Want to market your pub like Gary Vee?
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