In this episode of Business Brain, Dave and Shannon welcome guest Nick Hancock from Direct Outlet Mattresses. Nick shares his journey from working a 9-to-5 job he disliked to diving into his family’s multi-generational mattress business. After getting fired from his previous job, he embraced the mattress world with the help of his father and brother. Now based in Charlotte, Nick explains how he’s grown his business beyond traditional retail by leveraging social media — especially X (formerly Twitter) — to connect with customers and drive national sales.

Nick emphasizes the power of authentic storytelling and personal branding in building trust and generating business. By sharing real-life moments and insights into his daily work, he’s developed a loyal online following and turned seemingly mundane mattress content into engaging posts that drive results, including hotel and Airbnb deals. He stresses the importance of content, particularly video, and plans to scale his business further through digital channels, rather than expanding physical stores.

The episode wraps with a discussion about customer service in the mattress business, Nick’s in-store “comfort test” strategy to reduce returns, mattress longevity tips, and how changing habits — even what side of the bed you sleep on — can be beneficial. Nick’s story showcases how consistency, transparency, and leaning into content creation can elevate any business, even one as traditionally “boring” as mattresses.

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