There's just a lot of things that you can own. And so there's a lot of like cross promotion that allows, and then the other cool thing too, is when you have a person tied to something, there's just a lot of opportunities that you might not get as a brand, but you get as a person where you can then plug your brand. It was crazy. What are you packaging together? And that's how you should launch. If they start with viewing a video, then you want to show them a different piece of content, maybe it's an article. Now let's create something within this that's relevant, and that hits the nail on the head. And I think it sold out instantly. It was just that she genuinely loved the product and that's why we worked with her. 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 we blasted it out on Twitter basically as a way of, hey, is this something that's interesting to the audiences that we both have? And she told this story about basically how when she started the company, it had good initial traction because the product is solid, but it got to a point where it was doing well and she didn't know how to continue the business and so, she went to a Coke executive and basically said, "I got this business here, it's doing decent, do you guys want to just take it? 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. But I think that that then leads into another one of your principles though, that you want your creative to match the platform and you need to know the culture of a platform like you need to know the culture of a city. It's an email exclusive, so it's not published anywhere else. How have you thought about developing that brand and that reputation? We're so good that we're not going to give you a lot of information versus really long landing pages that try to justify their value proposition with volume. I go back and forth with Amazon all the time. How do you reach beyond just simply the audience that that one person has? 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. Nik: So I think a lot of times when you see a really high-end luxury brand doing the shorter pages or even just in general, if you see a really short page, it's usually because they plan for that person to be coming from an extremely high intent source of traffic. And maybe we can talk a little bit about end caps and the ways that brands pay for end caps. I get them because custom fit so they fit me amazingly. Towards the end, Nik and I talked about our process for turning conversations into articles, and the time he cold emailed Mark Cuban. 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. When do they work better or worse than text? We were on an older platform called Symphony Commerce, which I don't think is even around anymore. Let's switch gears a little here and talk about owning a color. It says, "Meet the fastest way rehydrate." View the brands that Nik advises, invests, and operates. There's definitely food in there, it's just in the bottom drawer. And I basically said, Hey Mark. I mean, I'm saying that on a podcast. They work with founders and executives to enhance their vision and unlock potential for scale. We don't want cash, we just want equity. You've seen it for a couple of years now. Enter your email below and get my F.A.S.T. It reminds me of a story at a time where we went to a Warriors game and this was back in the early days when we were both broke. But then I saw this really great knife set on a Taluk, which just had a much better set of knives. Why do you like working with influencers and what have you found? So if you look at ... Hydrant is a great example again. Does writing take you forever? We'll get drinks together. It's agencies at that stage is not really an investible business. Everything here is probably a direct consumer brand, and my favorite part of it is the entire process from ordering it, to seeing everything that comes from that, the unboxing experience, the shipping experience, the post-purchase experience. I mean, for me, you just see that orange, it's a bright orange. These include Cha Cha Matcha’s respective collaborations with designers Virgil Abloh in 2018 and Brandon Maxwell, who designed hoodies for the tea chain in 2019. 45:52 - The costs and benefits of starting your brand through heavy promotion via influencers. 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. That's why they represent sort of eternity and all these sorts of things. And I can't imagine my mornings without Hydrant. So there's a couple of things there. And then the focus shifts to the demand side, which is, as you mentioned, the media, the creative, the merchandising, which is basically testing different, what are you selling and how are you selling it? In today’s conversation, we talk about the importance of organic influencer marketing, DTC David: Yeah. But before that, Nick was the director of DTC at hint, and also led DTC e commerce at VaynerMedia. You make sure you have a camera on your iPhone and you just talk about the product and you could even ramp for 10 minutes straight. And this brag bar, helps with the validation of a) there is notable logos and publishers talking about the product, but b) they're aligning the reason they're there with why that brand was in the first place in a publication. We would test hundreds of headlines and images and try to run traffic at a very cheap price. 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. 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. So you don't have to take the brand's word for it. 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. It looks at heat maps, which is where are people's clicks coming from? Nik: Yeah. So not the top 1%, but still had a good amount of a following. Here's a deal for 20% off." Then you're hitting back at them what those are and then creating this cycle of better and better ideas. And I saw he tweeted something that was kind of controversial around politics. 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. And-. And let us know when it's posted." Writing guide, which will give you my 4-step process for crafting high-quality writing — even when you're totally slammed. So we sat all the way in the nosebleeds and we could barely see the ball bouncing. So, Hint went from a brand that just sold flavored water to being positioned as a brand that takes the crap out of everyday products, replaces it with the fruit essences and also ingredients that are much better for you. And if it is for them, you want them to move quickly, right? So basically the messaging and the images or the videos that get people to click in the first place so that when you launch the actual brand, if it's something that is deemed like, okay, this is something people clearly want, then when you actually launch it, you already know, going back to that brand book, you already know, okay, these are the messaging points that we should focus on because this is actually what converts. And maybe we can stick on Judy, but what are the different tentpoles of how you think about what it means to launch a brand? 24 to 40 years old. 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. So it's actually, it's a lot of actual qualitative stuff versus simply looking at a checklist or a playbook of how to do it. And I'm just going to try to game the Amazon ranking so that they become recommended products. So people who would respond and engage with the tweets, I would click on their profiles to see if A, they were already following me or B, they had their DMS open. And what's funny is, you'll laugh. Since we first met, we've spent hours exploring the future of marketing and commerce together and recorded this podcast to give you a window into what our conversations are like. In the latest episode of ‘Take Care’, a podcast that gives you insights into the lives and habits of changemakers, host Rishi Sharma speaks with “The DTC Guy”, Nik Sharma. So you could say that a human is generative, they're creative. And the biggest trick to it is literally looking at customer reviews. Are we going to test different hooks that get people into these comparison videos? Or this water is extremely refreshing." Nik Sharma is the CEO and founder of Sharma Brands, a company that specializes in advising and investing in Direct to Consumer companies. You have to go out and really create it. The earlier you can get him involved, the better.”, “I recommend Sharma Brands to companies to help them achieve their growth objectives in DTC.”, Romitha Mally - Vice Chairman,  Advisory Led. And it very quickly put Hint as probably the smartest direct consumer food and beverage brand that maybe still is running. And so that's the biggest thing is. In the first place. And so the entire process probably took about a year and we learned by actually experiencing kind of the same way that like I still learn. 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. If you get somebody to wear merchandise or a tote bag or a sweatshirt or sneakers or I even bought a Evian and Virgil Abloh water bottle for $60. 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. And then when you edit it in an editing software, you just cut up all the right pieces and the value props that you want in the video. 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