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Marketing leaders love debates about tools. I’ve sat in those rooms for years, building companies and advising brands. The truth is simple: if a tool makes more money than it costs, use it. If it doesn’t, move on. No ego. No theater. Just math.
The opinion I’m staking here is blunt: ROI should decide your stack. Not hype, not “must-have” lists, not what your peers post about. The right move is to test, measure, and scale what pays back. This mindset frees you to act faster and win more often.
The Core Rule I Live By
When my team and I look at new tools or channels, we start with a cold question: Will this make more money than it costs for the customer? If the answer is likely yes, we test. If not, we pass. That’s it.
“Plug in and you go… you look at it and it’s just a rational thing. Is this a tool that will make more money than it costs for the customer?” — Erik Huberman
This approach is how we called SMS marketing early. The math was obvious. It costs cents to send a text. Open rates crush email. People who share their number actually care. That mix translates into real revenue gains, not just nice engagement charts.
“It costs you, you know, cents to send a text message… we know text messages are gonna have a higher efficacy because if they’re giving you their phone number, they give a shit.” — Erik Huberman
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Why SMS Was an Easy Yes
We didn’t need a 60-slide deck to see it. The signals were there, and the unit economics worked. Compare a text to an email. Emails are cheap, but they get ignored more often. Texts land in a space people check constantly. Response times are faster. Offers convert at higher rates because intent is higher.
Run the numbers on a basic use case. Say you have 50,000 opted-in customers. You send a simple promo at $0.015 per text. That’… Read More
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