And if the label is too slick, it means one thing, if it's too premium, it means the other thing. Nik: Yeah. We could never get things like new pixels up quickly. And not just some high level comment from some potential customer and all of this falls under an area where you are bragging about the product and you're not being humble. I mean, Simon Huck, I think is kind of a celebrity. Nik: It's a good question. Well, one thing I started saying this year too, and really noticing was that brands that are probably going to survive even just not directly competing with Amazon, but you are always at some level competing with an Amazon search bar, are the brands that really have a moat within either their product, their distribution, or their own operations. I just knew it, I just knew it would happen because Mark is one of the fastest responders on email. I wear it because some of it just looks cool and it just looks good.". Some of our favorite projects. And the other thing too was because we were telling a compelling story, we got so many shares and reposts by people who weren't even buying the product, but they essentially became sales people for us because I think around 15 to 20% of people who actually read the article then went to the Hint site to purchase. Enter your email below and get my F.A.S.T. You could think of that as an avenue and the cul-de-sacs are the hooks ... That is an avenue and the cul-de-sacs are okay, or the hooks in the video going to be different. They think of new ideas that are just different and surprising, whereas then what a computer is doing is it's validating and it's testing. I don't really know what I'm doing here." One of my best friends has this company called Morning Brew, they send an email out every day to about 2 million people. It's literally using a free app called HotJar and you add this pixel to your site and it can literally, so it does three things. So the first one that comes to mind is when Lenny Kravitz was on the Ellen show, it became an ad for Twice because Twice was mentioned there about doing a donation and Lenny Kravitz as a co-founder. I think that where we're moving is towards a better and better understanding of how you build a company from having a large personal reach, into having a company around you. So I think that's where we get creative. There's just a lot of things that you can own. And so I said, okay, well, we don't necessarily need Sarah to plug in her YouTube video or give us a shout out on Instagram. And I was like, "Hell yeah, I want that Vogue tote bag. And so what you did rather than waiting until the end of the talk, what you did was you search the event that we were at and you looked at all the people who are tweeting about the event, then you clicked on every single profile of the people who were there and you ended up finding the director of social media for the Minnesota Timberwolves. So let's stick on that and we'll talk about what it actually means step-by-step to launch one of these brands. You look at the outbound cost per click from whatever your ad platform is to the page. That is such a cheap turpentine experience that I want you to talk about. Then they'll keep validating it before they've decided it's validated to a point where, "All right, these are all the things that work. We started with Nik's philosophy of launching Direct-to-Consumer brands. The earlier you can get him involved, the better.” Nik: Well, it's like playing the algorithm when you put up a LinkedIn or Instagram post. It's a landing page that basically tells the story of a brand so that if somebody gets to this page and has no idea what Hydrant is, by the time they finished scrolling this page, they know exactly what Hydrant is. And then if you are running, for example, TV ads to a landing page with a much older demographic, you might focus on things like Good Morning America or Town and Country or Hearst Media. I mean, even talking to Sara, I think that what she has is a very keen understanding of how long-term the relationship she has with her audience is. But in this instance, you use it to talk to someone who was 20 feet away in a way that you wouldn't have been able to had you just kept on listening to the talk and you just weren't following the rules. After that came the segment of the complete opposite of that when you would see somebody sponsored in an Instagram post that was sponsored by a brand or if you go through the comments, they're just like, "Yeah, you go get that bag, get that check. You know, they know one place to go get it. When do they work better or worse than text? And it reminds me of the quote that everybody knows from John Wanamaker that says, "Half of all my advertising is wasted, I just don't know which half." And so, it passed both those checks. Do we try on the collections page, do we add the option to subscribe and add to cart right there? Talk about the strategy behind that. So there's that. What are people missing? And it's actually kind of like a diamond. There's the role of "I'm Ninja and I'm aligning myself with a streaming platform" and that's a huge deal because that's a top 1% influencer who has massive influence and they can move crowds like no other, right. And we'll just go through a couple thousand reviews and just start putting tallies next to what are people addressing the most. So, you know that it takes 50 gallons of Sap to create one gallon of maple syrup? So that, there's a way, there's a reason for them to come back and come back to your site. Like they launched with the Into the Gloss traffic and audience, but then very quickly had to begin fine tuning the paid marketing and the messaging and the retail stores and kind of all the pieces around it to sustain that growth trajectory from the beginning. In this podcast we dive into the lessons he has learned and how you can apply it to your own brand! We're going to spend 10 grand on a photo shoot or video shoot that's validated from the data we have based on what we know gets clicks and essentially converts. 24 to 40 years old. And it has a whole minute long segment in her YouTube video of how Hint just out of nowhere shipped her this water that she loves. Nik Sharma: Building DTC Companies. So it's like, are you going to just say no to Amazon forever and potentially lose a very solid chunk of people who would be your customers? Why haven't you done that? Even with, I mean, with Hint too, if you go back to Hint's tweets between probably mid 2017 to mid 2018, you'll just see so much copy testing on the Twitter account, which had an audience of probably 100,000 followers at the time. This is like kid version of me. But, again, it's not in the context of this is coming from the brand. And so that's what we're doing. David: So earlier you were talking about how to identify influencers that you think are going to resonate? You know, he's got a pretty big following. If somebody were to search The Hustle as one word and Sweetie as the second word, you'll see it as the first article. One of the things that I repeatedly take from you that I think is something that you seem to believe very strongly in is the importance of social proof. And I think that there's a couple things that stand out about these products. So you have to be able to communicate really effectively and really clearly why somebody is there, why somebody should buy that product so they can quickly identify if it's something for them or it's not. They can build these companies themselves. So I think that there's with that a long-termism that I think speaks to a lot of what you're talking about, and that also factors in with the WME. And that's why we pay so much for diamonds, right? It's trying to cultivate a life that gives you the answers that you need to be at the frontier of direct-to-consumer rather than trying to look to other people for answers. And yeah, so we have done a few of them and we have a few that are upcoming. So we start driving traffic and all of a sudden our cost per click from Facebook to the article drops to a fraction where we wanted it to be, I think it was probably between $6 and $10 cents per click. There's collabs of let's launch a product together and there's collabs of let's just cross sell to each other's email lists or there's collabs of let's do a giveaway on Instagram together. And then on the demand side, you have to think about brand equity, media, creative, merchandise, and then channel expansion. But you were talking about the Hint television commercial, as opposed to traditional television commercials, where often they'll spend a $100,000 dollars on a commercial and the results will come in and maybe they weren't that good after. If we look at Hydrant, for example, it's a quote from Popsugar that says, "When I really feel the need to replenish, a water mix-in like Hydrant offers up to triple the electrolytes as my favorite drink, as well as sodium, magnesium, potassium and zinc." But if somebody gets to the product page and just sees a product and they don't know about it or there's no education there, then they leave. And we have in many cases successfully shortened it. If you don't know him, here's a quick intro: He started handling social strategy for major celebrities like Priyanka Chopra and Pitbull—at 15. The way that diamonds are created is they're ultra concentrated carbon. Like Core Water had Demi Lovato, Papa John's had Peyton Manning and so, we changed it to a point where we were just like, "All right, our budgets are smaller, we don't have those budgets. WME did Ryan Reynolds and Aviation Gin. A Candid Convo about Life with Your Host - Sara Dietschy. And then these two brands that you build simultaneously play off each other and serve each other's purpose, right? And if you're not there and somebody else is bidding for your brand term, now you've just lost customer. And I was just like, all right, well, if we're both fortunate to get a free ticket to that event, let's make the most of it rather than sitting in these like huddles and circles or just sitting in the audience idle, let's see who we can just connect with a bunch of these people. So not the top 1%, but still had a good amount of a following. It's a funny way of putting it, but it's very, very true. And so, Simon, one of the co-founders and the CEO, he basically two years ago realized that so many of his friends were, his friends, by the way, they're the Kardashians, they're the Jenners, they're the Chrissy Tiegen's of the world. And I basically said, Hey Mark. You know, they might not be the ones that you work with, but is there a certain kind of company, a certain kind of person that does a really good job of just saying, Hey, I'm going to make this product. We didn't have to go and organize photo shoots and video shoots and studios and pay for hand models and stylists and all that kind of stuff. We're basically just taking a lot and compressing it into as few words as possible. Twice would have to pay so much money to get on The Ellen Show otherwise, but because they leveraged Lenny Kravitz and because Lenny was going to go on the show, that was an easy plug for Twice. So there's a couple of things there. Like what does it actually mean to run a DTC business, to do hundreds of different analyses of what a bottle could look like, to have a retail store and to make that retail store a scientific experience where what you're doing is you are having different theses of this bottle is going to work. If you get people to-. They’re fast and furious, knowing what strategies to pursue and doing so quickly and effectively. So you were talking earlier about, as you think of designing a landing page, what you do is at the top, you begin to educate people, begin to justify, hey, this is our product, this is what we do. And then once we understood from a fundamental, from a messaging from a kind of communications perspective, how we wanted that brand to live then came in the pieces of, okay, now we start looking at actual messaging copy that's where those lines like "fruit and water hooked up" came in and then layering on design on top of that. Because that also sparks the best creative ideas. And then I decided a few weeks ago that I'll just put this out on my Twitter and whoever wants to see how I think about launching a brand can just enter their email here and they'll get an email with a link to the deck. And so we said, if we can write an article that is insightful to her, then it will end up being insightful to a lot of other people too. Now there's a ton of AAA emergency kits or if you go to Costco and you look for an emergency kit, there's definitely a go-bag, if you go to Amazon, there's definitely these random bags, but there's never been a company that comes in and says, "We're going to be the emergency kit brand, and we have a compelling product that has everything you need for 72 hours of survival for a family of four and it's all in this bag that is puncture proof, waterproof, whatever." How have you thought about developing that brand and that reputation? The shakier, the better is a phrase that is commonly said throughout the world of direct consumer. That demand might not exist. If you don't know him, here's a quick intro: He started handling social strategy for major celebrities like Priyanka Chopra and Pitbull—at 15. So, let's have some fun now for the rest of this podcast. Yeah. Nik: Yeah, so that was a really fun one. We’re operating your favorite DTC brands. And everything that they explain if they do is below that. We also use Facebook to help basically validate a certain UGC content creators, influencers, spokespeople, are they worth it for us? And then you kind of sprinkle in the elements at the very end. A Genius Step-By-Step Facebook Ad Strategy to Grow DTC Companies - With Nik Sharma | Ep.5 - Duration: 22:38. Because if they don't my goodness, how many protein bars are out there? I'm laughing. So even with Sarah, the way I got in touch with Sarah was a mutual friend of ours basically gave me her address. My guest today is Nik Sharma, the founder of Sharma Brands and an advisor to companies like Judy and Cha Cha Matcha. If you're at a funeral and you're walking at that speed, that's just weird. You can test different hooks. And his team recently launched a new brand, JUDY, with the endorsement of none other than Kim Kardashian. Prior to this Nik was the Head of DTC … These are the people that people think have never experienced problems in life, right? And then you start running some ads to that page. Selon Melanie Travis, fondatrice des … And I think that this is a really important principle and how you live your life. Because of that, when people would see a Judy kit on Kim Kardashian's story or Kris Jenner's story, or Martha Stewart's story, they would go to Amazon to search Judy Emergency Kit. Nik: You know what, I don't know why they take them in first, but Whole Foods is usually the first stop on the retail map. Still only 23, Nik Sharma has established himself as one of the world’s top direct-to-consumer (DTC) marketers: At 15, he was already running the social media strategies for Pitbull and MAGIC! 2:21 - Why Nik has the "world's craziest fridge" and how it helps keep him in the know on DTC brands. And then you have Jessica Alba with the Honest Company of George Clooney, selling Casamigos for over $700 million. You might just have a few months upfront where you're saving money on paid advertising because you have an audience already. Click on each logo to see more about the project. I particularly liked Nik's idea of "The Brag Bar" on landing pages, where you can use social proof to sell your products. And so, if there are press quotes, you want to make that from an actual logo standpoint, you are matching the press logos to the audience that you're going to be driving to this page. David: Amen man. No, I think that bottle is going to work. The guests are diverse, but they share profound similarities. What direct to consumer companies have done a good job with collaborations. It was the fact that Ryan saw it and said, "I want to be behind this and be a part of it and actually get my hands dirty with it." Just as if you're in New York and you're walking Fifth Avenue and it's 6:30 in the afternoon, you'd better be walking fast. If that did well, then that might've been something that ends up becoming a TV commercial then. If it got a good amount of engagement, we would run it in ads. If they came to the article and now you're going to retarget them with maybe one more thing. So when do you think about running people through an email or a text message-based sales process and then how do you think about when you begin to sell, how you begin to get people onto a website where they'll buy something? And on your landing pages, you just overtly have this thing called a brag bar, where what you do is this is a place where you share customer reviews. And you work backwards from there. Guest on Greymatter and Business Casual. Where is the convenience and access for medicine going in 10 years? It was crazy. And what you're doing is you're going out, you're putting signals out into the world, you're validating that there is real feedback on those signals and then you're doubling down on what works. And we were like, Jason Stein was speaking. But the best ones are always the ones of let's actually launch a product together using both the brands' ethos and fusing them together. In this episode, we learn about how this 23-year-old landed himself on Forbes 30 under 30. And now the company Glossier, it is not Emily Weiss and Company, is worth more than a billion dollars, right? And so that was the biggest thing around the positioning was making sure that we solve for that positioning message. And so it was just this bottleneck of guys, we can't scale unless we have a new website built on Shopify Plus, and that was pretty much it. I can just pull a couple up real quick. And the way that sap goes into maple syrup is basically through some kind of distillation process. They might make really cool slow motion videos, whatever it is, but they're not necessarily good at looking into a camera and you feel like they're speaking to you. Ei tarvetta latailuun. So I always think when you launch a brand, you should not launch on Amazon. And from a, you could say, communication or messaging transportation standpoint, she's good at communicating it through the screen. And because it's so easy to make and record you can test so many different ways of how you communicate about the product. The second one there is from The Skimm and it says, "Proper hydration can clear brain fog. David: Well, it's funny because you direct messaged the director of social for the Timberwolves while the talk was going on. Every time people see it, if you look at the comments of actual influencers who do that, all the comments from the fans are just, "Yeah, you get that bag," "go get that check from the brands," "yeah, we see you killing it with these brand deals." And now I see Instagrammers who have like 3,000 followers who are like, "Look at me, look at me, look at me, I'm sponsored." I don't really care that other people know that I've Lululemon pants. David: Why would it be underrated? But even then I was like, there's no way that he's going to see that. Nik: I think actually Madhappy does probably one of my favorite jobs. We're about to launch a brand at the end of this year with one of the most well-known basketball players in the NBA, and it's going to be a beverage brand. And if it is for them, you want them to move quickly, right? And if you look at some of the larger, even the larger agencies today, like VaynerMedia is a great example. And what is it about internet culture that you think makes these collaborations so popular? You have to go out and really create it. So I mean, UGC is so incredibly underrated as a marketing tactic. This is where you have quotes from the press. And then eventually as it starts to grow, we focused on channel expansion. 1:22:56 - The importance of having great merch for your brand. It helps you kind of validate your product and your packaging and the way it's displayed. But what if we take Sarah's skills around creating these really engaging vlogs and almost create a vlog style video for Hint that just talks about why she likes to drink Hint. And I just shipped her nine cases of Hint or a hundred bottles of Hint. You make wider roads.". And so, we wrote the story and basically had the story itself, which was written in a very simple way. This is key. And we were talking about all the cool people in that room who we could meet. We'll get drinks together. David: One of the things that you notice when you walk around New York is how common it is for women, in particular, to walk around with these New Yorker tote bags. They just don't look like customer surveys. And essentially the way we do it, so you found this app Otter, which is, it just basically records everything that it hears on your phone and it transcribes it in plain English. Raphael Paulin-Daigle 304 views. David: I look forward to jamming on these in person sometime soon. It might be the fact that there's a canvas lid holder for the tops of the pans. And I found that, initially I used to think like, okay, if I take my best ideas or the things that I've learned that have, just crushed and put them out, then I'm essentially creating my own competition. Yeah, I pretty much just live it. And that's this field that has to also be carried through in a UGC ad. Just organically. Or would you rather let that customer get the product, experience your product, and almost figure out a way where, maybe you only put, if you have seven skus, maybe you put your top two or three on Amazon and you leave your new releases, you leave your other product, your other four or five products on your site. Nik is an investor, advisor, and operator to some of the fastest growing brands in CPG. Let's take the founding story of Hint," which I had also arranged a few weeks prior to that for the Hint's CEO, Kara, to speak at an event hosted by The Hustle called Pizza and 40s. Nik Sharma. How do you reach beyond just simply the audience that that one person has? And for me personally, I just love the idea of having a vending machine fridge, but it's always stocked with waters. Nik Sharma Named ‘Head of DTC’ at Global Agency in NYC Yep, I made a clickbait title for myself, because I know you’d click it. You make sure you have good lighting. It’s grounded in humanity, simplicity and elegance. And let's start off with what you learned from the Female Founder article that you wrote back when you were working at Hint and let's get into some of the ways that having articles and own content lowers your CPMs, helps you with retargeting, let's dive into the weeds of that. Things like, do we try different layouts of pages? And so we took a lot of the quantitative data from these tests and combined it with the qualitative side of what we liked and didn't like. Then we ultimately came to the decision that, all right, if we're going to invest six figures into building out an incredible new website, we might as well also at the same time, do the rebrand and take everything from the rebrand and push that into this new site. So we wrote the story and it's still live today. She knows that she has her audience, she knows what she wants to build, and she'll go get the resources to build it. We were basically going backwards and saying, "Okay, forget the ideation part. And after we saw that, we were like, "okay, this is a girl we got to work with because she clearly loves the brand." We chat with Nik about what he’s invested in now, his thoughts on building a brand, and his insightful tips on how to write scroll-stopping ad copy. So if you have a lot of traffic, what do you do? And it just amplifies. And-. So you could say that a human is generative, they're creative. No, I think that one's going to work and then actually putting them on the shelves and beginning to ask customers, which one do you like, which one don't you like? Now let's create something within this that's relevant, and that hits the nail on the head. And from a branding standpoint, it was really important that it stuck out because for a few reasons on the branding side, which are obviously that Judy is the first brand in this space and so, the brand has to be really well done because you want that in the future. Whether they're your customers who truly are super fans of the brand, or they are people who just genuinely love the way the merch looks, if you get people wearing your brand, you have walking billboards within the city. Please enjoy my conversation with Nik Sharma. David: Beautifully said. So, for example, so a hero landing page is essentially a landing page. If you have a verified account on Twitter, you're able to see a separate section of your notifications, which is just people who are verified. In the first place. It used to be that that was selling out. The initial launch is ramped up or done a lot faster, but it also, it's still required by month six maybe, it still requires the same type of business acumen or skillsets that a brand without an influencer would require. We were on an older platform called Symphony Commerce, which I don't think is even around anymore. Now you have these relationships and there are so many different ways to monetize. David: Yeah. I mean, so if you take the last five minutes of this, just discussing this story, is probably something that would end up as an article. We put the article up and we start driving some traffic. And I have 12,000 reviews at 4.75 stars. 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