Table of Contents
Acknowledgments v
Foreword vii
Introduction xi
01 The Hawke Method
The Problem with Hiring a Marketer 1
The Problem with Hiring an Agency 2
Selling My Parents' Stuff 3
Making Your Own Luck 4
600 New Customers, One Day 5
02 The Marketing Tripod
Awareness 12
Nurturing 12
Trust 12
The Marketing Tripod in the Wild 13
Part 1 Awareness
03 Filling the Funnel
Why a Nice Suit Doesn't Matter 19
Getting Bored is Human Nature 20
The Reason Big Companies Still Fail 21
04 Choosing the Right Advertising Channels
Why You Should Care about Advertising 26
Facebook 26
Google 28
Combining Facebook with Google Ads 28
Affiliate Marketing 29
Amazon 30
Podcasts 33
Radio 34
Television 35
YouTube and Video on Demand 37
Twitter 38
Snapchat 39
TikTok 39
Out-of-Home Advertising 40
Native Advertising 41
05 Word-of-Mouth
The #1 Driver to Success in Your Business 46
The Drive-By Pitch 47
Guidelines for Creating Your Own Drive-By Pitch 48
Don't Be the Y of X 50
To Incentivize or Not to Incentivize 51
How to Sell Without Selling 52
06 Partnerships
Thriving During Black Swan Events 58
Exponential Partnership Math 59
Growing Without Spending 60
How to Get Partners 61
Create a Lasting Business 63
07 Press Relations
This Ain't Your Mom's PR 68
When PR Works, It Works 69
Make It Easy for Them 71
Relationships Matter, But Content is King 72
Tactics for Topical Authority and SEO 73
Where is the Traffic? 73
Controlling Your Message 74
Haters Gonna Hate 75
What to Write About 76
The Press Schedule 78
Keep the Momentum 78
Part 2 Nurturing
08 Nurturing 101
Average Purchase Cycles 86
Facebook Data Misconceptions 87
Maximizing Conversion Rate 88
Maximizing Lifetime Value (LTV) 89
Don't Forget to Send Flowers 90
Remember to Shave More Often 91
It's in the Averages, Not the Anomalies 92
Nurturing Builds Your Base 94
Nurturing from Day One 95
09 Converting Customers
Calculating Your Purchase Cycle 100
Value Propositions as Talking Points 100
Casting Your Net 101
Delete Your FAQ 102
The Baby, The Bath Water, and Winning 103
10 Increasing Lifetime Value
True ROI 106
Is My tROI Good Enough? 107
Tricky Cohort ROI Math 107
Why ROAS is BS 108
Determining LTV 109
Optimizing LTV 111
11 Tools & Tactics
Email Marketing 115
Capturing Emails 116
The Welcome Series 117
The Abandoned Cart 118
The Winback 118
Segmentation Versus Email Blasts 119
Ease of Use Robust Feature Sets 120
SMS Marketing 121
Conversational Marketing 124
Chatbot Marketing 126
Content Marketing 126
Loyalty Programs 128
Part 3 Trust
12 Do You Trust Me?
Give Me a Coke and a Big Mac 137
Selling Prenatal Vitamins 138
How to Build Trust 139
13 Third-Party Validation
PR as a Driver of Trust 143
Trust via Influencers 146
Endorsement Deals 148
Partnerships 150
Reviews & Testimonials 151
14 Brand
Consistency in Your Business 157
Your Logo is Not Your Brand 159
Make a Marketing Persona 159
Your Avatar is Not Your Customer 161
The Power of Symbols 161
Brand as an Internal Motivator 162
The Free Way to Improve Your Marketing for the Next One Hundred Years 163
15 The Future of Marketing
Programmatic Marketing 169
Will A.I. Make Marketers Obsolete? 170
Avoid Shiny Objects and Don't Be a Guinea Pig 172
Want to Learn More? 177
About the Author 179
Glossary 181