So, right around the same time I joined Hint, which was early 2017, a buddy of mine started at The Hustle, which is a newsletter and they were also getting off the ground at the time. But on the influencer side, there's a couple of different roles influencers play. And ideally, you know everything about the product by the time you get to half the page or so because most people don't really scroll past that. On today's episode, I am talking with Nik Sharma, the CEO of Sharma Brands, which helps operate your favorite DTC Brands. He responded two minutes later, what happened? David: How have you thought about becoming the direct to consumer guy in New York City for fast-growing startups? So you're not selling at the top. It's very much validated a few times and looking at different signals to then say, "Okay, this is something that works, let's now get creative within this realm or within this sandbox of how we should speak about something.". And I basically know that that's going to be the case if there's enough reviews, whereas when you take things like things that are either really important to you, where there is a big difference and you want quality, like I have a lot of Lululemon pants and I just love Lululemon pants. Because just because somebody has 10 million followers doesn't mean that they're going to convert really well. Does writing take you forever? And then even earlier, back in the ad platform, you do things like you adjust copy and creative. And so it was just this bottleneck of guys, we can't scale unless we have a new website built on Shopify Plus, and that was pretty much it. Subscribe here to receive my free email course: 7 Lessons You Need to Write Online. Because that also sparks the best creative ideas. And, actually, if you look at the prices of them on eBay, they go for ridiculous amounts. And then you might have customer reviews that compliment it. Cause I know you're going to laugh, knowing me. And it's actually kind of like a diamond. And then from there we begin to narrow and distill and compress those ideas into an article. The shakier, the better is a phrase that is commonly said throughout the world of direct consumer. If you had gone back 15 years ago and you said, "Hey, let's run some tests to see if there's demand for electric cars." Hydrant is a refresh ... Basically a paragraph in the simplest form, not getting technical and not getting too complicated, but in the simplest form, why does Hydrant even exist in the first place? But when they did the MetroCard collaborations, the New York City MetroCard, they broke the Internet. 1:44:01 - What happened when Nik cold emailed Mark Cuban and how he got an almost instant response. But basically again, looking at what people are actually doing and then using that as just obvious data to re-jigger how a page might look or re-communicate how something is read to help conversion. And it's never been like, oh, I need to put out this or I need to go make sure that I'm mentioned in these articles or I need to like, there's, there's no pro activeness to it at all, which you've probably come to learn. But, basically our process, I think our process is genius. “Nik is a walking encyclopedia of all things DTC. There's more kinds of nuts in milk than I even knew existed. They just saw it as basically an ad in their feed. Or this water is extremely refreshing." Which is just a by-product of being a good creator. But the brands that I think ended up surviving are going to be the ones that they just have to have a moat. When you have enough people who go, like and comment or share within the first very short period of time. I could give two shits about it, but when I see it, I'm like, "All right, now I want to go and get that," for no reason, but I want to be a part of it. So, they'll do the classic stuff like the Louis Vuitton collaboration and stuff like that. But when you get to the landing page, it doesn't say Hydrant electrolyte mix with less sugar. And I knew he would probably say yes, why would he say no to reaching a million people in their ears directly? There's a lot of times where there's a section where press quotes might live, customer reviews, hopefully in the future, it gets to a point where, David, if you go to a website, you'll see a quote from Nik Sharma specifically because I'm in your network. 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. I bet it's the brightest, most saturated orange that you can find. It is like, if you're selling a water, you say, this is the most refreshing drink I've ever had. You have to put it there. Writing guide, which will give you my 4-step process for crafting high-quality writing — even when you're totally slammed. 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