“Whether you’re an executive at a Fortune 500 or a first-time entrepreneur, you’ve found a battle-tested mentor”
KEITH FERRAZZI
New York Times Bestselling Author of Never Eat Alone
The Three Principles
of Marketing that
Made Over 3,000
Brands Soar
Order Now!
“Erik Huberman is an entrepreneur of the highest caliber. He does what he sets out to do, keeps track of every detail and is comfortable under high pressure situations. I expect Erik to grace the cover of Forbes one day.”BRENT FISCHER
Grammy® Award Winning Producer
“Erik is a true visionary who knows how to get things done. The world would be a far better place if more business leaders started moving to his beat.”ANDRE BENJAMIN
Andre 3000 of Outkast, Musician, Actor
“Simply put, Erik is a marketing and business god. He knows how to make a product or idea go big and has proven it with his team.”BEN PARR
Co-Editor of Mashable, Forbes 30 Under 30
“Erik Huberman is a dynamic, uber-talented entrepreneur. This country’s 80 million millennials should consider themselves lucky to have a bright star like Erik illuminating the path to innovation, radical service, and win-win relationships.”Christopher Kai
Founder & CEO, KGL
“Erik is the living embodiment of entrepreneurship. He seeks out opportunity while simultaneously empowering those around him. To get a fully navigated roadmap into his value driven mental process is sure to make the world a better place.”ROBYN WARD
Head of New Media Ventures, United Talent Agency
“In almost record time, Erik cut a wide swath through the field of digital marketing while earning the respect and admiration of industry leaders. Good things will come to those who heed his insights.”TODD JACOBS
Partner, WME/IMG- “Erik Huberman is an entrepreneur of the highest caliber. He does what he sets out to do, keeps track of every detail and is comfortable under high pressure situations. I expect Erik to grace the cover of Forbes one day.”
BRENT FISCHER
Grammy® Award Winning Producer - “Erik is a true visionary who knows how to get things done. The world would be a far better place if more business leaders started moving to his beat.”
ANDRE BENJAMIN
Andre 3000 of Outkast, Musician, Actor
ERIK HUBERMAN AND HIS WORK WITH HAWKE MEDIA HAS BEEN FEATURED IN:
DISCOVER:
- How Hawke Media scaled thousands of brands and became one of the fastest growing companies in America
- The three principles of marketing: awareness, nurturing, and trust
- How to leverage the three principles to create and manage a successful marketing campaign.
- Ways to master the methods and achieve success, whether you are a student new to the field or running a multi-million dollar operation
ABOUT THE BOOK
From his experience at the helm of one of the fastest growing consultancies in the US, Huberman has distilled what it takes to be a successful marketer into three core pillars: awareness, nurturing, and trust.
The Hawke Method demonstrates that marketing strategy isn’t just a numbers game: calculations for business growth and sustainability go far beyond systemic analysis. In an accessible voice with a touch of levity, Huberman takes the reader through a mosaic of successes and failures, from his first entrepreneurial venture at nine years old to running a $100M business.
KEY CASE STUDY EXCERPT
KEY TAKEAWAYS
- Nurturing is the marketing that happens after a prospect demonstrates awareness of your brand.
- The average purchase cycle for a $50-order value in e-commerce is about three weeks. For a $100 order, the average cycle is five weeks. For $200, it’s an average of six weeks.
- Time kills all deals. Get to the sale as quickly as possible.
- Acquiring customers is often the hardest task for a business and one of the top expenses. Maximizing the return on every customer comes through nurturing.
- Through positive nurturing, you can sustain your business when awareness becomes too expensive or hard to scale.
- It is critical to nurture your prospects and customers from day one.
MAXIMIZING LIFETIME VALUE (LTV)
As you know, the biggest driver of awareness is word-of-mouth, and the user’s experience directly after their initial purchase will drive word-of-mouth more than anything else. When your customer experiences your product for the first time, they make a judgment call.
If you impress them, they’ll want to share your product with their friends, so engaging with your customer post-purchase is critical.
In this scenario, you are nurturing your customer not only to affect their future purchase behavior, but to leverage them as a word- of-mouth foot soldier. As this marketing machine runs and more people enter your funnel, you can leverage various tools to continue nurturing your audience, including public content, email, SMS, social channels, events, and more.
Remember, time kills all deals. If you keep the audience engaged, you get more time with them. If you continue to nurture them, you can likely get a bigger share of their wallet over time, maximizing their LTV.
Our partner, LTVplus, specializes in scaling e-commerce businesses, so they know the ins and outs of nurturing customers. LTVplus co-founder and CEO, GQ Fu, said:
“We see an increase in conversion rates and customer retention when businesses adopt a proactive approach to customer service. By anticipating your customers’ needs and reaching out to help them in advance, you create more pleasant experiences.”
REMEMBER TO SHAVE MORE OFTEN
Dollar Shave Club entered the men’s razor market as a nobody. They had zero market share and were up against blue-chip incumbents like Gillette, a company founded in 1901. How were they supposed to compete against trusted brands that had been around for over a century?
Dollar Shave Club had an innovative business model. They touted the fact that you need to change your razor every week. Nobody had ever said that. People were not doing that. If you watch commercials prior to Dollar Shave Club coming to market, all the advertising for men’s razors focused on quality. It was always about how the razor would last forever, or how it had eight blades, or a vibrating handle. No one was thinking about convenience.
When Dollar Shave Club sold for over a billion dollars, they accounted for 10% of the razor market.34 Here’s the funny thing about that stat: They didn’t actually steal that much market share from the other companies. They created it. Instead of someone buying a razor every two months, they got their customers to buy every week. That’s an 8x higher purchase frequency than their competitors’ customers. So even if they only grabbed a few percent of the existing market, they were getting a much bigger share of those customers’ wallets, and a much higher LTV.
Selling razors as a subscription service meant Dollar Shave Club could interact with customers on a regular basis, too. They could create content about how current razors are too expensive, and how guys should be replacing their dirty razors more often for a better shave. They ran an incredible ad on YouTube and did some effective television campaigns to build awareness, but the true success and longevity of Dollar Shave Club is in their nurturing machine.
KEY TAKEAWAYS
- Nurturing is the marketing that happens after a prospect demonstrates awareness of your brand.
- The average purchase cycle for a $50-order value in e-commerce is about three weeks. For a $100 order, the average cycle is five weeks. For $200, it’s an average of six weeks.
- Time kills all deals. Get to the sale as quickly as possible.
- Acquiring customers is often the hardest task for a business and one of the top expenses. Maximizing the return on every customer comes through nurturing.
- Through positive nurturing, you can sustain your business when awareness becomes too expensive or hard to scale.
- It is critical to nurture your prospects and customers from day one.
MAXIMIZING LIFETIME VALUE (LTV)
As you know, the biggest driver of awareness is word-of-mouth, and the user’s experience directly after their initial purchase will drive word-of-mouth more than anything else. When your customer experiences your product for the first time, they make a judgment call.
If you impress them, they’ll want to share your product with their friends, so engaging with your customer post-purchase is critical.
In this scenario, you are nurturing your customer not only to affect their future purchase behavior, but to leverage them as a word- of-mouth foot soldier. As this marketing machine runs and more people enter your funnel, you can leverage various tools to continue nurturing your audience, including public content, email, SMS, social channels, events, and more.
Remember, time kills all deals. If you keep the audience engaged, you get more time with them. If you continue to nurture them, you can likely get a bigger share of their wallet over time, maximizing their LTV.
Our partner, LTVplus, specializes in scaling e-commerce businesses, so they know the ins and outs of nurturing customers. LTVplus co-founder and CEO, GQ Fu, said:
“We see an increase in conversion rates and customer retention when businesses adopt a proactive approach to customer service. By anticipating your customers’ needs and reaching out to help them in advance, you create more pleasant experiences.”
About The Author
CEO & Founder Erik Huberman launched Hawke Media in 2014. Now valued at over $100 million, Hawke Media is the fastest growing marketing consultancy agency in the United States. Prior to its launch, Erik successfully founded, grew, and sold two eCommerce companies by the age of 26. Erik has since continued to strategically expand his business portfolio inclusive of a handful of company acquisitions, the 2018 launch of Hawke Ventures which reached a closed single fund of $5.6 million, the 2020 launch of his own podcast, HawkeTalk, and most recently, the 2021 launch of HawkeZ, an agency offering brands the tools needed to tap into GenZ.
As a serial entrepreneur and marketing expert, Erik has been recognized by his industry peers through honors and awards including, Forbes Magazine’s 30Under30, CSQ’s 40Under40, and Inc. Magazine’s Top 25 Marketing Influencers just to name a few.
