Approximately 1 billion promo emails went out during 2023’s Cyber 10 (the period from the Sunday before Black Friday to the day after Cyber Monday). That’s a lot of noise, and it’s getting harder for brands to get their message across.

The good news is that it is possible to win this Black Friday. But it will take innovative thinking to stay ahead of the curve. Here, we’re looking at some key tactics that online retailers need to adopt in the run-up to Black Friday 2024.

The Countdown to Black Friday 2024 has Begun

Every year, that countdown starts a little earlier. In 2023, around 27% of shoppers reported trying to get their holiday shopping done as early as October.

Why? Because people love discounts – but they don’t love risking site crashes, out of stock notices, and the FOMO that comes with having one day to snag great deals.

Reward Early Birds, and They Will Reward You

As an online brand, you understand the value of urgency. Consider this your own call to action: if you don’t start early, you will lose out to the competition.

That’s why we like to get started ahead of time, with custom Black Friday packages for our email and SMS marketing clients.

Last year, stores that had no early bird offer in November saw a 116% increase in email campaign revenue compared to their September-October average.

But stores who ran an early bird offer boosted their email revenue by 181%.

That’s 56% more email revenue, at the busiest time of the year. 

Getting the Most From Black Friday Early Deals: How to Engage Your Most Proactive Customers

Here’s how our Black Friday email packages enable brands to capitalize on the growing demand for earlier and better deals.

Early Bird Email Offers: Rolling Out the Red Carpet

People who sign up for your early bird list are already some of your most engaged profiles. 

You can ride that wave by offering a higher discount long before Black Friday. And it doesn’t have to be a discount. You can also send timely reminders that certain products are running out, or won’t be restocked, to get people to feel a sense of urgency. If it’s really a good deal (they’ll see right through it if it isn’t), a strategic early offer or promotion can generate hype and make your audience feel like they’re getting VIP treatment.

For some of our clients, these were the best performing campaigns of the entire BFCM 2023 season.

Plain Text Emails: Keep It Simple, Seriously 

Plain text emails are a great way to boost deliverability, especially during the busy season. 

And they deliver your message in a clear, straightforward way, which is exactly what your subscribers need when they’re receiving higher than normal numbers of emails. 

You can style these as a “letter from the founder”, with a friendly tone that feels real, honest, and conversational.

Early Black Friday Bundles to Activate Buyers

Consumers are on the lookout for anything that sounds like good value for money during sale season. Insights from neuromarketing show that strategies like bundling activate specific areas of the brain related to decision-making, emotion and value perception.

If a bundled offer really does seem to be value for money, consumers will take note. Combine that with some hype and FOMO, and you have a recipe for success.

Ladder Discounts: First Come, First Served

Another great way to warm up your buyers is to offer exclusive ladder discounts to your early bird list:

• The first 5 buyers get 70% off
• The next 50 get 50% off
• The next 100 get 35% off

These are clear and easy to understand, and they create that urgency you want subscribers to feel. 

Black Friday 2024: Go Big & Start Early With Hustler Marketing

Black Friday 2024 is just 101 days away. Brands who haven’t started preparing for the mother of all sales are cutting it fine, to say the least. Prepare to catch the sale wave early and ride it to unprecedented success with a Black Friday Early Bird plan that’s tailored to your audience – and built to skyrocket your email marketing revenue when it matters the most.

But if you want to run a profitable business and increase conversions, there’s one you want to make sure you never miss: CRO (conversion rate optimization).

CRO is the epitome of the old adage “small changes make a big difference.”

In this article, we’ll be taking a look at:

• What CRO is, and why it’s necessary
• Easy ways to increase conversions that you can begin implementing immediately
• A quick case study on how one company optimized their pop-ups for higher sales

What Is Conversion Rate Optimization (CRO)?

Good question. Let’s start by breaking down CRO’s definition, and more importantly… why it matters.

Conversion Rate Optimization basically means removing all roadblocks from the customer journey that would keep them from a desired action—namely, finishing a sale, signing up for a list, or opting in to a promotion.

In addition to removing friction, we also focus on increasing motivation towards that action. For example, not just removing an annoying pop-up, but also adding testimonials to the home page to increase trust.

As for eCommerce Conversion Rate Optimization, that specifically happens in the digital space. It involves creating an engaging user experience, whether it’s with a pop-up, a landing page, or an entire sales funnel. When done right, it creates an environment that increases revenue—without the need to increase traffic.

Whether you’re looking for a conversion rate optimization consultant, or you’re keen to take on the task yourself, optimizing your conversions means thinking like your customer, and thinking small to think big.

If the social proof isn’t visible, the buttons don’t stand out, objections aren’t handled or benefits shown aren’t relevant to your ICP, it can result in a lost sale. By focusing on these small points, we can “plug the leak in the boat,” and ultimately spend less time and effort on customer acquisition.

In the long term, CRO stretches your marketing dollars further by increasing motivation and showcasing value while reducing friction and anxiety.

And if you’re here for the TL;DR… eCommerce Conversion rate optimization translates to increased sales, better cost-effectiveness, and a smoother user experience. Which means no matter where you’re at in the digital marketing space, it should be top of the to-do list.

How to Increase Conversion Rates With CRO

Just like using a few good keywords doesn’t necessarily land you on the front page of Google, conversion rate optimization is also easier said than done.

That’s why for this article, I called in the help of our resident CRO expert, Carlos Valdivia. After wading through countless A/B Tests, Revamps, Audits, and Focus Groups, he’s come away with tons of invaluable knowledge for exactly what makes a website user experience run smoothly.

Here’s his take on how to score bigger conversions more quickly without having to pay for more traffic.

3 Best Practices From a Conversion Rate Optimization Consultant

1. Increase AOV with Cart Cross-Sells

Cart cross-sells can seem like a small thing, but they can be extremely valuable when trying to increase AOV. Increasing a customer’s AOV doesn’t just save time and effort, it’s essential for building a sustainable, profitable brand. 

This is because a higher AOV means you need fewer customers to make the same amount of money, leading to lower acquisition costs. A classic win-win.

What’s a Cart Cross-Sell (And How to Implement It)

Cart cross-sells are a simple—but highly effective—way to snag impulse buys as a customer moves toward checkout. It involves recommending additional products to customers based on their taste, often in a row of thumbnails under their current selection.

If you’ve ever been reeled in by a “You may also like…” row of suggestions under your Amazon order, then you already know how effective this strategy can be for getting more items into the cart.

According to Carlos, a well-executed cross-sell can significantly increase the total amount customers spend during their shopping journey, as long as you follow these rules:

• Make sure the recommended products add value to what’s already in the cart.
  In jewelry, this could be a complementary item from the same collection. In apparel, a pair of sweatpants to go with a sweatshirt. Or in supplements, it could be a vitamin that improves the effectiveness of the first product.

It’s particularly helpful when you can showcase higher-priced or premium products that customers might not have considered otherwise. By highlighting these items as part of the checkout process, you can introduce customers to options they weren’t even aware of—helping both them and you in the process.

• Secondly, leverage user data and customer insights. If you can analyze their past purchase behavior and understand their preferences, you can personalize your customer’s cross-sell recommendations. This naturally results in a better, more streamlined user experience and a more primed buyer.
  

2. Implement a Post-Purchase Funnel

While attracting visitors to your website is crucial, the journey doesn’t end once a purchase is made. In fact, Carlos recommends including a post-purchase funnel after checkout, since it can significantly impact Conversion Rate Optimization (CRO).

At first, this might go against logic. Your customer just bought, so should you really push them to buy again? The reality is, though, that customers are actually more likely to buy in the post-purchase phase, because at this point you’ve already answered all their objections and removed the necessary roadblocks.

Which means this presents another opportunity to master the art of the cross-sell.

Cross-Selling in the Post Purchase Funnel

Once your buyer has made it through checkout, that doesn’t have to be the end of the customer journey. In fact, you still have their full attention for a short time, making it a great moment to make them an exclusive offer.

Before your Thank You page, you can include one or two upsells (a complimentary offer that pairs well with what your customer purchased). You can also add a downsell as well (this is a generally cheaper item that’s offered if the first upsell is declined.)

Apps like Reconvert and Aftersell can help you do exactly that.

In terms of copy, make sure to use action words that promote FOMO and motivate them not to miss out.

By strategically recommending complementary items or offering exclusive deals to existing customers, you can capitalize on their recent purchase and encourage them to make additional purchases, thus boosting overall conversion rates and those coveted average order values.

3. Optimize Your Pop-Up Strategy

Pop-ups can be a powerful tool in your eCommerce conversion rate optimization arsenal—nudging visitors into your email list, tempting them to opt into a sale, or urging them take advantage of special offers.

But it’s important to remember that a little can go a long way. When overused or poorly implemented, pop-ups can also disrupt the customer experience and actually hinder conversion rates. 

That’s why it’s crucial to become a pop-up professional. Effective pop-ups strike that delicate balance between capturing a person’s attention and not overwhelming them. While one or two strategically placed pop-ups can engage your visitor and encourage a desired action, bombarding them with a barrage of pop-ups can quickly backfire.

To Pop-Up or Not to Pop-Up: A Quick Case Study

Nobody likes being pelted with pop-ups (that’s why those old pop-up blockers used to be so popular, right?) But that doesn’t mean your customer will mind a few here and there. Especially when they offer a discount or something they’re personally interested in.

Case in point: Carlos recently did a CRO audit for one of our Hustler Marketing clients. In it, they discovered an issue with a certain pop-up that kept, well, popping up.

For some customers, it would appear 3 times throughout their customer journey. This meant that:

1. It was disrupting the customer experience, which increased bounce rates.
2. It was creating confusion and frustration since the discount would only work once.

This point of annoyance wasn’t just upsetting buyers, it was actively chasing some of them away.

When he replaced the pop-up with a clickable icon in the corner of the screen, it removed that friction for the user while keeping the offer available for those that wanted it.

With this simple fix, they saw a 16% increase in revenue from new visitors by the end of the month. That’s proof that small changes go a long way.

You Don’t Have to DIY Your CRO

Optimizing your site or sales funnel for conversions can be a daunting task. If you aren’t sure you want to do it yourself (or if you want to know you’re getting the best advice possible), consider calling in the pros.

Our Conversion Rate Optimization Consultants can help you navigate the rocky road of CRO—and turn it into a smooth path towards higher revenue.

(After all, CRO is all about removing those customer roadblocks.)

To get a headstart on maximizing your profit potential, get in touch with a Conversion Rate Optimization Consultant today.

Defining pop-ups

A pop-up is a small window that appears on your screen while browsing a website. They are a great way to ask for information about your shoppers and create new points of contact with your customers. Their main purpose is to help you gather new leads by growing your email and/or SMS marketing lists. However, their benefits are many:

1. Grab people’s attention
2. Improve conversion rate
3. They are completely customizable
4. Help personalize your marketing experience

Email Popup Types

There are different kinds of pop-ups and functionalities that you can leverage to increase your subscriber growth. In this blog post, we’ll focus on the most popular options available.

Regular Multi-Step Popup: Here you can have 2 or 3 steps. The first one is usually the email input step, the second one can be a phone number input and the last step will be the “thank you” or success step. This is great if you are looking to increase both your email and SMS lists.

Survey-like popup: This popup type is great for brands that are looking to expand the information they keep on their leads’ profiles in order to customize their marketing experience.  Don’t be afraid to ask for your customers’ age, gender, style, or goals, depending on what your brand offers, and use this data to create personalized flows and segments.

Floating button/teaser/dynamic popup: When a user goes into your website, sees the popup, and closes it, a little button will go to a corner of the screen so the user can open it up again and sign up instead of the popup being lost until their next session. We have seen great results with this dynamic popup. 

Key elements for a successful email popup

Attractive offers

A popup can be an intrusive experience for many. However, if your popup includes interesting information for your website browser, like a special discount,  they’ll be glad your sign-up form popped up on their screen. That’s the power of including an attractive offer on your email capture popup. However, this is actually very common. Since people are used to getting these, we need to find new and interesting ways to present our offers.

Strong headlines and engaging copy

Your popup copy will do all the heavy lifting when we talk about sparking action. So make sure your copy:

• Includes strong headlines that quickly grab the attention of your customers.
• Is clear and concise. Don’t over or underexplain anything. 
• Includes a clear, so the user knows exactly what you want them to do. 
• Sets expectations. Do not only mention the discount you are offering but make sure you tell your potential subscribers what they can expect to land in their inbox if they sign up.

Eye-catching design

Your popup needs to stand out from the crowd and grab enough attention to prevent visitors from hitting the close button before they leave their email and/or phone number. So, make sure your email capture popup design is on-brand. 

Your popup also needs a good and well-thought image-to-text ratio to avoid boring your customers with too much text or confusing them with too much imagery. Spend some time thinking about how you want to present your products, which are some of your best-performing pictures, and what you want to highlight in the design.

Our best tips and tricks for email popups (with examples)

Noticeable but not intrusive

This is a popup one of our Hustler teams created for a premium knife brand. Sharina, the account manager behind the brand, shared with us the elements that make this a very successful email capture popup.

• A teaser is used to be noticeable but not intrusive for the browsing experience of the users. This way, users can access the popup at their convenience. Also, the popup appears from the bottom of the page instead of suddenly popping up in the middle of the page, which is less disruptive.
• After testing different offers, a free gift worked better than a % discount. The said gift is illustrated in a fun and animated way, which gives the popup a nice push.
• The brand’s story inspired the design, so it’s coherent with the overall store’s image.

Want to know how this popup does? Here’s a screenshot of the results it has gotten in Klaviyo. 

On average, the submit rate for this popup is 7.25% which surpasses the 2,92% submit rate Klaviyo benchmark by 148%. Incredible!

Spark curiosity with a mystery discount

For this apparel brand, our best email strategists got together to create a mystery discount popup. Christina, the account manager for this brand explains the thinking behind it:

• The mystery discount drives website users to leave their contact information. Yes, they know they will get a discount if they subscribe, but the excitement of wondering: “will I get a 10% or a 20% OFF discount” is what intrigues people and makes the popup super well performing. 
• In terms of design, this resulted from a month-long A/B test between using product pictures vs. model pictures in the popup. In the end, the product version was the best performing one, making it the final option. This shows how important it is to get to know your customer and what they like.
• Finding a perfect combination of settings for the popup behavior is essential. Here at Hustler, we run frequent A/B tests to make sure we optimize these settings as much as possible.

The results? An average 6.8% submit rate (132% above the Klaviyo benchmark). Go mystery discount!

Make SMS opt-ins easier

If you’re starting to use SMS as a marketing channel, but you have already built up a list of engaged email subscribers, make it easier for them to sign up to your SMS program too. You can do this by creating a one-step popup that will appear only to your email subscribers. In the sign-up form, instead of having an input field for email and another one for SMS, keep just the SMS one, so your email subscribers are just one step away from becoming SMS VIP profiles.

How well does this popup work? Numbers never lie. The submit rate is 11.2%.

Pro-tips

1. Ask for extra information in your popup (age, size, gender, style, goals) in order to be able to personalize their marketing experience with your brand even further
2. Connect your super popup to a Welcome Series in order to push conversions from your new leads.

Do you want to learn more about the true power of Hustler popups? Find out how we got 8 eCommerce stores with an average 716% increase in sign-ups (and a 1,563% average increase in Welcome Flow attributed revenue). Or are you ready to take your list growth to a whole new level? Book a free call with us.

You know what they say about first impressions being the last!

That feeling exists even today because pop-ups are still regarded as a negative, a pain in the wrong place. Bleh…

It’s like muscle memory. See a pop-up, click that cross! Poof! You agree?

But you know what? We got this opportunity to test pop-ups with one of our clients and oh man! we were totally surprised with the results.

And of course, we got some pretty good insight, which we felt like sharing with you. This is really cool stuff for e-commerce store owners and marketers.

First up, we want to come clean and say that pop-ups DO work! Yep.

You need know-how to get them to work for you and that’s exactly what you will get here.

As we worked with our client’s pop-ups, we discovered four key steps or factors, if you like, that when done right will ring in the green. We like to call this the BIG FOUR.

So, here’s the recipe:

Step 1: Get that OFFER right!

Why?

If the offer is attractive, then it makes people pause to read it. What we found is that the right offer can even induce a non buyer to at least try out the product. Now that’s a great conversion!

Look, these days, not everyone signs up for everything unless there is really a strong WIIFM. So, great discounts and impressive bundles can do the trick! And if your margins are constrained, then free shipping or a free downloadable exclusive resource such as a guide can also be effective hooks.

The goal should be to enhance your audience’s experience.

Step 2: Get the TIMING spot on!

Nobody and we really mean nobody likes being interrupted. It’s like a bad taste in the mouth or reading a sentence with sloppy English. The only reason your audience is on your site is because they found something of interest.

So, let them spend some time feeding their interest. And the fodder is your content.

Psychology 101: If you push too hard, the resistance is harder.

Ideally, we found that pop-ups should be shown after a minimum of 30 seconds or when someone is about to exit the page.

We use KLAVIYO to manage pop-ups because it lets us set intervals and frequency of when to show the pop-up.

Step 3: The DESIGN

We’ll say it again – pop-ups are instinctively closed! So, yours has to grab attention. Ever stopped dead in your tracks when you see a beautiful lady and your jaw hangs down! Same thing with pop-ups.

Think of effective minimalism. Don’t overburden the pop-up with excessive content and neon lights. Make the offer stand out, instead. And now is certainly not the time to ask the customer to fill in several details. Just the name and email address will do.

Something like this:

Step 4: Understand your AUDIENCE

You’ve got the offer, timing and design right, so what’s next?

Firstly, accept the reality that some people WILL close your pop-up, regardless.

But that’s alright.

Heck, there will be some in your audience who are genuinely interested in your product but will still close it, purely out of habit.

Anyway, you don’t want everyone to subscribe because you run the risks of decreasing deliverability and increasing spam complaints.

You want only those people who are interested and want to engage with your content in your mailing list.

The upside to that is it helps to keep your email marketing list clean and tight.

But the proof of the pudding is in the eating, right? So, here’s what we did for our client and you’ll see the results for yourself.

This client had linked all his ads to the funnel page instead of his Shopify store.

First, we looked at the setup of the flow and decided to add a welcome pop-up to the Shopify store.

With this setup the flow made around 3% of their total store revenue.

However, we felt that we could do one better.

So, we integrated the welcome flow to the funnel pages.

Truth be told, it wasn’t all that easy but we managed to get it done. And now check this out:

This 38K revenue accounted for more than 10% of the total store revenue!

Another important side benefit we got was that we collected, and still are, a lot more profiles than before.

And when did we show the pop-up?

In this case, we programmed the pop-up to show when the customer was about to exit the page.

This is not rocket science, but it also means a lot of testing, analysis and working with different creatives, which is time consuming and tedious.

If you feel that all this is too much for you, give us a shout out at Hustler Marketing.

We can deliver more conversions from your pop-ups and this will reap rich dividends for you in the long run.

So it’s pretty obvious that having a welcome pop up is a way to go, but how do you make one which is actually effective and interests people? ?

Here are a few points to help you create your impressive pop-up:

?Offer. People are already sick of all the spam emails they are getting.?That’s why they won’t be interested to enter their email in your pop-up if they will not see an instant benefit from it. ? This offer shouldn’t be the best one you can offer, but definitely something decent to get new clients interest.

?Placement of the text. Don’t make the pop-up too crowded, people don’t have time to read it. Keep on point and make sure that the main idea and offer are easily noticeable?

?CTA. Don’t forget to have a clear CTA button.?️ If you are offering something, better name it according to the offer.

?Creativity. Don’t be afraid to go outside the box.?People are sick of seeing the same things all over the place. Try to create a pop-up which is unique and stands out.? However, make sure pop-up design fits with your website design.

?Success (or Thankyou) Page. Thank users for signing in and remind them about the offer you’ve just sent.?Remind them to check their spam folder.❗

?Timing.?This can vary, but often, displaying the popup upon exit intent yields on average 5% better results. Displaying it upon entry can interrupt users’ clickflow just when they are initially getting to to know you, which can be annoying and generate a bad first impression.

Pro Tip: To increase your list’s deliverability, don’t present your coupon code in the thankyou pop-up that’s displayed after the form is completed. Instead, email the code to your new list members so that they get used to opening your emails, and ESPs get used to sending your emails straight to their inboxes!

Check out the photos below for some really good examples of pop-ups that stand out!

Augustinas Pocevicius

Hustler Marketing

But, how can we actually optimize it to get an awesome conversion rate? And, how can we actually track your beautiful pop-up performance with Klaviyo?

I’ll explain everything in the following article, so keep reading.

Pop-up Best Practices:

– How to increase your pop-up conversion rate?  

   1. Give more thought to incentive

Think about this – why would your customer sign up to your newsletter? What are you offering? Why should your customer care? A perfect pop-up needs to give value. If you want people to sign up, you need to make sure the benefit is clear and relevant to your potential customers. It’s a trade: they give you their email addresses and you give them some value back.

For example, some motivating incentives are free shipping or a discount on the initial order. 

However, if you’re a luxury brand with premium products targeting wealthy people, keep in mind you should probably not give discounts, but, instead, create a perception of exclusivity.

Here are a few examples you can use:

• Get access to new arrivals, secret sales, and exclusive events 
• Be the first to get access to new collections and insider exclusives
• Become an insider to be the first to know about events and new collections

CORRECT ✅

The incentive is visible and relevant

WRONG ⛔

The incentive is not visible

   2. Make your call-to-action clear

On an email pop-up, the call to action is the sign-up button. It’s also one of the most neglected elements because, after all, it’s just a button, right?

Wrong. Buttons can have a huge effect on conversions. What’s written on that button can increase drastically the number of people that click it.

Also, you want your pop-up to stand out by not having generic text, such as “sign up,” “subscribe,” or “submit,” like most of the sign-up buttons out there. Why? 

Because generic text doesn’t convey the specific benefit that visitors get from signing up, what’s going to happen next, or make the button tempting to click.

CORRECT ✅

The CTA and the benefit are clear

WRONG ⛔

The CTA isn’t clear

   3. Work on the timing

On most websites an email signup form is displayed in the footer. It’s always good to have one, but footer forms have a really low conversion rate because only a few people actually notice them and subscribe. Also, visitors have to scroll all the way down your website even to see the footer to sign up. They’re unlikely to do that unless they intentionally want to hear more from you.

This is why some websites use pop-ups that appear during a visitor’s session on top of the webpage they’re browsing.

As long as they appear only once in a visitor’s session, pop-ups are a great way of collecting email addresses to build your list. The email conversion rate is obviously higher than that of subtle footer forms.

However, the pop-up form has to be displayed logically. 

Imagine this:

Someone lands on your website, and, instantly, a pop-up appears asking him to sign up. He wasn’t even able to look at your products. He will probably be upset and leave your website without fulfilling the call-to-action. That’s a fail.

Imagine yourself walking down the street, and someone you don’t know, out of the blue, asks for your phone number before even talking with you. It wouldn’t make sense, right?

The same thing happens with email sign-up forms on your website. You have to engage with people first if you want them to sign up. This means that visitors must have time to get familiar with your brand and your products before showing the form.

The best way of displaying an email capture pop-up that provides the visitor enough time to look at your website, without interrupting her session, is on exit-intent. The pop-up will appear only when the visitor expresses an intention to leave the website.

However, this is only possible on desktop configurations. For mobile users, it’s better to delay the pop up 30 seconds after they enter the website. In this way, you give them enough time to browse without interrupting their session right away.

   4. Keep it simple

Always keep in mind the end goal we want to reach here. 

Why do we use a sign-up form in the first place? To capture email addresses.

So you don’t need much information, just the email address technically.

But to give that sense of personalization and uniqueness, we recommend to ask for the first name as well:

So we need only two fields:

First Name

Email

You should avoid asking for more than that. I know that it is always handy to have more information to use (last name, birth date, gender, telephone number, etc.), but if you ask for too much information, it will take longer to complete the form and will add an extra level of friction.

We want the sign-up to be fast and painless. They don’t have to think about it.

Asking more information than those two fields will negatively impact your conversion rate. 

We talked about how cool pop-ups are and how useful they are for capturing emails for email marketing. 

But let me emphasize the importance of a simple, straightforward integration into Shopify’s data collection.

There are a lot of different third-party apps that implement pop-ups on your Shopify store, but only one provides email marketing as well. Instead of installing an email marketing app and a separate pop-up app, and paying two fees, it’s better to utilize a one-stop solution.  

That’s what Klaviyo provides. Klaviyo is a fully integrated email marketing platform that leverages data from many sources, including its built-in pop-up functionality.

Klaviyo is what we trust at Hustler Marketing. We have consistently made 20%+ more revenue for our clients through email marketing, and much of that is due to leveraging Klaviyo’s robust tools.

   BONUS POINT:

   5. How to track pop-up performance with Klaviyo:

Go to Dashboard > Analytics > Forms Overview to find all sorts of information regarding your pop-up.

Ettore Bellò, Hustler Marketing