The Hawke Method: The Three Principles of Marketing that Made Over 3,000 Brands Soar

The Hawke Method: The Three Principles of Marketing that Made Over 3,000 Brands Soar

by Erik Huberman
The Hawke Method: The Three Principles of Marketing that Made Over 3,000 Brands Soar

The Hawke Method: The Three Principles of Marketing that Made Over 3,000 Brands Soar

by Erik Huberman

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Overview

Ever wonder how the biggest brands in the world make it to the top? Here's a hint: it's more than just a well-placed billboard or a TV ad.

According to Erik Huberman, the Founder and CEO of Hawke Media, there's a common framework behind every successful marketing strategy. After helping over 3,000 brands find success through his holistic approach, Erik has distilled the art of marketing into three core elements: awareness, nurturing, and trust. Without all three, the system fails.

From fledgling students to seasoned industry veterans, anyone can gain from the shrewd strategies in The Hawke Method. And use them to fly above the competition. 


Product Details

ISBN-13: 9781631957017
Publisher: Morgan James Publishing
Publication date: 03/08/2022
Pages: 220
Sales rank: 515,266
Product dimensions: 8.40(w) x 5.40(h) x 0.60(d)

About the Author

Erik Huberman is a serial entrepreneur and a sought-after thought leader in the world of digital marketing, entrepreneurship, sales, and business. Before starting Hawke Media, Erik founded, grew, and sold Swag of the Month, and he grew the sales of Ellie.com to a million dollars in just four months. Over the course of his career, Erik has received many honors and awards, including Forbes “30 Under 30”, Inc Magazine’s “Top 25 Marketing Influencers”, and Influencive’s “Top Influencive Influencers of 2017”. He is a regular contributor to major media publications like Forbes, Entrepreneur, and Business Insider. Erik resides in Santa Monica, California.

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

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