Nik Sharma Profile picture
"The DTC Guy" | Running @SharmaBrands, @hooxco | Creator @workweekinc | Get smarter in 5 min with my weekly newsletter (DTC tactics, learnings):
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May 12 β€’ 10 tweets β€’ 4 min read
On average, 40% of the money raised by digitally-native CPG brands goes to Google & Meta, for customer acquisition.

From that, your credit card company takes ~3%, & usually with no benefits in exchange.

Here's advice from a few $10M/year+ CPG founders on how to spend better πŸ‘‡ Negotiate payment terms with vendors.

At every milestone, re-negotiate rates that take a % of every transaction (Stripe, Shopify, Affirm, 3PL, etc)

Aim for net-120 day payment terms with vendors.

If you pay ACH vs CC, ask for a 3% discount (never hurts to ask!).
May 5 β€’ 6 tweets β€’ 3 min read
An estimated 70% of projects that start are never finished.

Why? Usually, there is a lack of communication across teams or team leads.

Between @SharmaBrands, 1180, and @hooxco, I needed to refine my communication structure.

Here are 3 reasons why I'm using @AxiosHQ πŸ‘‡ Right now, the main method to communicate important information is primarily through writing emails.

On a given day, we use email, Slack, iMessage, and Asana... there's a lot of content that's sent back and forth.

Unfortunately, it still leads to the ball being dropped.
Apr 27 β€’ 7 tweets β€’ 2 min read
Landing pages are hands down the one thing everyone who drives any amount of paid media to an e-commerce site should absolutely use.

Not using a LP with today’s paid media competition, data/pixel/privacy challenges, & platform bugs, is like driving a car without a steering wheel Platform bugs, privacy issues and the competition for eyeballs is not going to get any better for performance marketers.

But l, you could give yourself the best possible chance of educating and converting someone by using a landing page.
Apr 6 β€’ 5 tweets β€’ 3 min read
After Apple's iOS 14.5 update, an overwhelming amount of time has been spent by marketers & founders to crack the code for better lower-funnel conversion journeys.

Here's how we're going to do it:

Make a mobile app with @tapcart_app

Here's why πŸ‘‡ With iOS 14/15, everyone (including the savviest marketers) is seeing jumps in ad costs.

Brands are struggling to acquire and retain customers, the way they have been.

The key now is finding new ways to engage with consumers outside of "rented" channels.

Enter @tapcart_app πŸ“²
Feb 8 β€’ 14 tweets β€’ 3 min read
With digital advertising getting tougher and too many choices for consumers, it's important to have a website that is:

β€’ story-first
β€’ easy-to-navigate
β€’ made to convert

If your grandma can't use it, you've already lost.

Here are 11 tips to build a high-converting site πŸ‘‡ Have a compelling story and brand narrative on the homepage.

Your homepage should have a good balance of explaining WHO you are, WHY you exist, and WHAT you sell.

If someone doesn't go further, they should walk away with an understanding of all 3.
Jan 18 β€’ 12 tweets β€’ 5 min read
If you work in marketing, I have a gift for you 🎁

Here are 10 can't-miss resources that you should have bookmarked, for inspiration, when you need it most πŸ‘‡ Copywriting examples by @marketingexamp
Jan 5 β€’ 13 tweets β€’ 4 min read
Last year, my emails were opened over 1,000,000 times with insights on DTC marketing, case studies, and tips/tricks/hacks.

Here are the 10 tips my readers loved the most πŸ‘‡ 1. Landing pages work.

If you're spending ad dollars for customer acquisition, don't send them to a homepage or PDP.

Use a landing page!

You can explain:
β€’ who you are
β€’ what you're selling
β€’ why they should buy it

You can also curate the best products for a new customer.
Dec 26, 2021 β€’ 13 tweets β€’ 3 min read
2021 has been one of my biggest years, personally & professionally.

β€’ I invested in 50+ new companies
β€’ I grew to over 100k Twitter friends
β€’ I grew my team to 15+ people
β€’ I started and grew a new company to 7-figures

Here are 9 lessons I learned in 2021 πŸ‘‡ Take pride in taking care of yourself!

β€’ minimize your alcohol intake
β€’ get 8+ hours of sleep
β€’ stay hydrated (don't wait until you're thirsty)
β€’ surround yourself with ambitious people
β€’ take time to recharge alone

If you're πŸ’―, you can enable others to be πŸ’―, too.
Dec 5, 2021 β€’ 14 tweets β€’ 4 min read
99% of entrepreneurs in CPG fail because they don't build a BRAND, even if they had a good product.

After helping launch 11 brands in the last 18 months, I've put together a Modern Day Brand Ingredient List.

Here are 10 simple things you can do to consistently build brand πŸ‘‡ Have a reason to exist & a problem you're solving

If you're not solving a problem, there's no reason to exist.

Solving problems makes it easy to add value, & in turn, lowers the barrier to purchase.

It's why Apple can sell a $2,000 laptop & Dyson can sell a $600 straightener.
Nov 27, 2021 β€’ 8 tweets β€’ 3 min read
In 18 months, a portfolio co grew profitably from $1,500/day to $100,000/day in daily revenue.

I agreed to advise this company in 2019. There was no product & no customers, but I fell in love with the founder's drive.

Here are 3 simple things we did, weekly, to scale fast πŸ‘‡ Optimizing ad creative.

We didn’t focus ads on quick-cut FB/IG ads. Instead, every ad told the full product story:

β€’ What is it?
β€’ What problem does it solve?
β€’ Why this is the best solution to solve it?

Every ad creative needed to address this. Otherwise, it wouldn't run.
Nov 23, 2021 β€’ 9 tweets β€’ 2 min read
99% of people suck at writing cold emails.

I get about 1,000 emails per day, here's what catches my eye 🧡 Clear introduction with social proof.

There's no need for "Hope you're doing great" or "How's the weather in NYC?"

Get to the point: "My name is Nik, I run Sharma Brands, and we scale DTC brands like JUDY, Poo~Pourri, and Bacardi."
Nov 15, 2021 β€’ 11 tweets β€’ 3 min read
5 years ago, it was easy to launch a DTC brand:

βœ… Find a good product
βœ… Put it up on Shopify
βœ… Run some ads
πŸŽ‰ Make money!

Today, that’s the path to failure.

Instead, build a brand people want.

Here are 8 secrets to doing it: A reason to exist & a problem you're solving.

If you're not solving an active problem, you have no reason to exist!

No one needs another copycat product of what already exists. Solve for something new & be clear in your story-telling of HOW you're different.
Nov 13, 2021 β€’ 10 tweets β€’ 4 min read
12 months ago, @MentorPass asked if I would take $1,000 per hour to talk with founders who want to pick my brain.

Today, I've done 100+ hours of paid calls with founders and marketing teams, around the world.

Here are 8 common revenue-generating tactics that brands miss: Drive traffic to landing pages, instead of your homepage.

Prospecting traffic to your homepage does nothing to educate a customer on WHY you're worth trying/buying.

Send traffic to landing pages where you can educate and leverage social proof.

Nov 11, 2021 β€’ 23 tweets β€’ 13 min read
When I dropped out of college, it was all about finding smart people to accelerate my career.

Following the right people transforms your Twitter feed from a college cafeteria to a mastermind dinner at an expensive restaurant.

Here are 25 of my favorite people to follow πŸ‘‡ Jesse Pujji β€”Β @jspujji

I've known Jesse since I was in high school. I saw him starting @Ampush in San Diego & it's what got me so interested in marketing.

He tweets about being a bootstrapped founder, his learnings, his mistakes, and how he invests.

Oct 15, 2021 β€’ 4 tweets β€’ 1 min read
The old playbook of building a brand is dead:

1. Raise $2M from angels
2. Hire a NY/LA branding firm
3. Use some BS stats about Gen Z
4. Pretend all competitors are stupid

If you want to win today, you need to build around a persona, not a product.

Let me dive into this... 🧡 A few years ago (call it DTC 1.0), it was easy. You didn't even need a proper "brand" behind you.

Setup a Shopify store βœ…
Get a FB ads ad account pumping βœ…
Ensure your product is high quality βœ…
Manage customer service βœ…

Today that doesn't work anymore.
Jul 29, 2021 β€’ 9 tweets β€’ 2 min read
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: πŸ§΅πŸ‘‡ 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.
Jul 28, 2021 β€’ 8 tweets β€’ 4 min read
The easiest way to decrease your CAC/CPA by 30-40% is: use landing pages.

β€’ what you’re selling
β€’ why?
β€’ how it helps them

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

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

β€’ in-house developers
β€’ video editors on standby
β€’ heavy on-site CRO testing

So being able to make landing pages accessible to everyone was a no brainer for us.
Jul 5, 2021 β€’ 9 tweets β€’ 3 min read
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. πŸ₯³

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.
Jul 3, 2021 β€’ 13 tweets β€’ 6 min read
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 πŸ§΅πŸ‘‡ 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.
Jul 2, 2021 β€’ 16 tweets β€’ 7 min read
Over the last 90 days, @SharmaBrands launched one of the most successful storefronts in traditional alcohol.

β€’ Conversion rate: 17.74%
β€’ AOV: 4x the price of a single bottle
β€’ 4.84 β˜… 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.
Jun 20, 2021 β€’ 12 tweets β€’ 5 min read
I've generated over $120,000,000.00 in online revenue.

The 2 biggest mistakes I see are:

β€’ Constantly chasing new customers
β€’ 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. πŸ”‡

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

β€’ click-through rate
β€’ website conversion rate
β€’ return on ad spend (ROAS)