In 2020, a cleaning brand was going to shut down and write itself off as a failed experiment.

They hired Sharma Brands to resurrect it, and build a sustainable acquisition & retention engine to scale the brand.

We did it. 🥳

These 4 tactics built a $7M business in 6 weeks:
1. UGC Creative

Until we joined, this brand had ONLY used campaign-style, over-the-top studio-shot creative.

Their avg CTR was <1% their copy was just buzzwords.

Their argument: "We're building the brand"

The truth is: customers today want a story, not a bunch of buzzwords.
Our whole team ordered the products in an attempt to understand why no one wanted to buy them, but when we used them, we were mind-blown by the quality.

It wasn't the products, it was that no one could understand how great these products actually were.
I asked the brand's President for "cover from the creative team" so that we could create some UGC content, whitelist customer accounts, and run tests.

Overnight, the CTR went north of 4% and the CPA went from $110 to $29.

Note: this is because the product is exceptional, too.
2. Landing Pages

The brand's site was overloaded with useless design elements, buzzwords, & over-complicated phrases.

We built simple landing pages as if we communicated to 5th graders, & the conversion rate hit 10%.

We just made it easier to shop, we didn't change the brand.
3. Acquisition Offer

The bulk of the margin sat in the refills, not their bottles, but just driving people to refills didn't give them the proper "entry" to the brand.

We created a competitive new customer offer and immediately refill sales shot grew fast.
4. Subscription

The key for any good subscription business is identifying a routine. Luckily, cleaning fits into a routine.

Once we got a new customer into the new customer offer, we encouraged them to subscribe for a number of benefits (discount, shipping, etc).
If you enjoyed this tactical breakdown, you'll love my emails every Sunday.

I make it my mission to take complicated things and simplify them into a 5-minute read.

You'll be able to take notes, implement and see results from the email itself..
If you want to stick around first and let me earn your trust, fair enough.

Shoot me a follow 👉 @mrsharma & @SharmaBrands (if you're feeling generous)

If you have any questions, you can always shoot me a DM 👇…

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More from @mrsharma

3 Jul
Over the last 2 years building @SharmaBrands, there's 1 main asset I've realized is more precious than anything else:

My time ⏱

I've put together a personal operating system (OS) to allow me to manage my time better.

Here are 7 apps I use on a daily basis 🧵👇
Email: @Superhuman

Superhuman's main benefit is helping you find what's important, & getting through it faster, using: game design.

Using keyboard shortcuts, you can easily sort/organize your email into categories + get through your to-do list quickly.
On the right side, you get a detailed view of WHO you're talking to.

If you get a lot of emails, this is an easy way to keep track of past emails sent (which you can quickly look at).

In addition, you'll see their social handles for added context.

For $1/day, it's a steal.
Read 13 tweets
2 Jul
Over the last 90 days, @SharmaBrands launched one of the most successful storefronts in traditional alcohol.

• Conversion rate: 17.74%
• AOV: 4x the price of a single bottle
• 4.84 ★ avg customer rating

Here are 3 easy hacks anyone can implement for free:
For starters, you cannot ✨truly✨ be direct-to-consumer (DTC) in alcohol, due to the silly laws around alcohol sales in the US.

If you work with US alcohol brands or sell online, you'll want to get a notepad for this story.

While we couldn't sell "DTC" we found a workaround.
When we began, this co had many positives:

• One of the fastest-growing spirits in their category

• Great founding story & operating team

• Retail distribution of a brand that's been around for 10+ years (at year 3)

We had lots of data.

Now we needed it put them to work.
Read 16 tweets
20 Jun
I've generated over $120,000,000.00 in online revenue.

The 2 biggest mistakes I see are:

• Constantly chasing new customers
• Not being smarter with existing ones.

Here's a breakdown of 6 free tactics I used to add $100k+ in revenue. 🧵
Add subtitles to your video ads.

According to @verizonmedia, 92% of mobile users watch videos with sound off. 🔇

Adding 20 minutes to your video editing time will achieve higher:

• click-through rate
• website conversion rate
• return on ad spend (ROAS)
When adding subtitles to videos, you don't need to get too fancy with them.

• make the subtitles easy to read
• don't rely on music for the context
• show, don't tell

They're just an aid to help whoever's watching, understand the video better.
Read 12 tweets
19 Jun
This is how I would make an extra $5,000/month with just 8-10 hours of work.

Most people have no clue how to set up ad accounts and pixel their websites to get started.

Time for a thread: 🧵
There are two (almost) absolutes when someone is starting a new direct-to-consumer business:

1️⃣ A @shopify website
2️⃣ Paid social ad accounts (FB, Pinterest, Snap, Tik Tok, etc.)

With few exceptions, everyone should be setup from the beginning across all these platforms.
Brands typically set up their own Shopify stores (either themselves or an agency)

But, they rarely create and set up their ad accounts (✨opportunity✨)

At least, in most cases, not until it's time to turn these ads on.
Read 15 tweets
18 Jun
After spending >$47M on digital advertising for CPG brands, it's clear that the majority of brands still have no clue what they're doing.

Here are 3 things I believe will always be true in advertising, and that can help you build a better customer journey: 🧵
1. Advertising is very similar to stretching a photo in Microsoft Word.

The more you stretch the image (read: spend with paid media), the blurrier it gets.

But, if you have a high-quality image (read: great brand equity), it doesn't get *as* blurry as you stretch.
As you increase spend on paid media and focus on ROAS/Revenue, you want to re-invest into other functions of the business just as much:

• Customer service
• Supply chain optimization
• Content
• Product expansions/merchandising
Read 10 tweets
1 Apr
When I was at hint water, a few years ago we ran a marketing test that has now become an industry-standard marketing tactic:

We worked with influencers, not for their following, but for their content, and dropped our customer acquisition cost by 40%.

Here's how you do it 👇🧵
Identify creators who are great communicators talking right into the camera.

The best ones, like @saradietschy or @GabbieHanna, make you feel like they are sitting right in front of you.
In this partnership, you're looking for 3 things:

1. The influencer should truly love the product (if not, it doesn't work)

2. A testimonial-UGC style video

3. The ability to run the ads through the creator's handles
Read 9 tweets

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