One of the biggest mistakes brands make is spending money on PR teams that only get a small amount of eyeballs.

Here is how you should approach PR, and how it's led to over $20,000,000 in revenue for me.

You're going to learn about Performance PR in less than 3 minutes: 🧵👇
Performance PR (PPR), is the content that:

1. Tells a good story

2. It's not cluttered (no pop-ups, banners, etc)

3. It goes into depth about the product (you understand the benefits)

It should get someone interested in trying what you're selling before they get to your site.
How can you spot a PPR opportunity?

Sometimes you'll know right away.

You'll have a press piece go up, & almost instantly you see the sales being generated are tied to that article.

If you don't notice a bump right away, it could just be a result of being a small publication.
The bottom line with PPR:

If you think the article is a good story and does a good job of making your product the solution or the punch line, test it.
The next step: experiment pushing that article with some paid media.

Your 3 main inputs here:

• Headline - catchy, not clickbait

• Ad text - describe the punch line of the story

• Image - don't overproduce this, you won't get the click.
Within the first couple of days, you'll see what's working and what isn't.

When I first did this, we would launch 49 or 96 creatives (all possible variations), and find that 4 or 6 would really ramp up.
The last piece here is the audience.

Depending on what you're optimizing for:
• clicks
• view content
• add to cart (ATC)
• initiate checkout (IC)
• purchase

You can decide how broad or narrow you want to get.

Higher conversion objective = broader audience. & vise versa.
Try this out, see how it does.

If it doesn't drive conversions, it's going to help at least make your other more direct-response ads more effective.

This tactic does well educating a new audience about who/what/why you are.
If you enjoy tests, tips, tricks like this, you'll love to know that this was all taken from a FREE email I send out every Sunday.

You can sign up here and join 15,000 other marketers, founders, and investors:

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More from @mrsharma

28 Jul
The easiest way to decrease your CAC/CPA by 30-40% is: use landing pages.

• what you’re selling
• why?
• how it helps them

That’s why today I’m excited to launch the Sharma Brands Landing Page template with @builderio 🎉

Anyone can do it in <5 min!…
Traditionally companies with smaller teams & leaner budgets don’t get the benefits of larger DTC teams:

• in-house developers
• video editors on standby
• heavy on-site CRO testing

So being able to make landing pages accessible to everyone was a no brainer for us.
We partnered with @builderio because 4 years ago, I wish I had a simple & effective drag & drop tool for @Shopify.

It would’ve let me probably go from a 3% conversion rate to ~6%.

And for these landing pages, we wanted to make it just as easy to build.
Read 8 tweets
5 Jul
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.
Read 9 tweets
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

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