A method by Blake Hickey
The Double Jaw Method
A two-part way to plan marketing, named after my own jaw surgery. The top jaw is the thinking. The bottom jaw is the action. Both have to close for anything to work.
The Double Jaw Method is a two-part marketing method created by Blake Hickey: the top jaw is the thinking (who you're for, what they ask and what they hear first) and the bottom jaw is the action (getting in front of them, where they land and the follow-up).
By Blake Hickey, Founder, Hickey Media LLC · Updated November 2026
How it works
Two jaws, six questions.
Most marketing problems I see come from one half moving without the other: great ads sending people to a slow follow-up, or a fast team with no clear message.
Top jaw
The thinking
- Who is the right buyer?
- What do they ask, the moment that sends them looking?
- What do they need to hear first?
Bottom jaw
The action
- Where do you get in front of them?
- Where do they land when they click?
- What happens in the first hour after they reach out?
Then measure and tune. When results are off, change the bait, not the lake.
Free planner
Run the method on your next campaign.
Seven quick questions. You get a one-page brief on screen, and a copy by email if you want one.
Your answers stay in your browser unless you ask for the brief by email. General marketing guidance, not legal advice.
Where I use it
One method, tailored to the field.
I've taught the Double Jaw Method to a tech company's team at their retreat, to rooms of marketers and agency owners, and to doctors and lawyers.
- Technology companies and law firmsCampaigns, ads and lead follow-up through Hickey Media. Florida firms can also run ad copy through the free Florida lawyer ad check.
- Dental, orthodontic and oral surgery practicesThe method built for practices at Double Jaw Marketing, with the free Case Finder.
- Teams, conferences and CLE roomsA talk or workshop that walks your people through both jaws. See speaking.
Questions
About the method.
What is the Double Jaw Method?
A two-part way to plan marketing. The top jaw is the thinking: who you're for, what they ask and what they hear first. The bottom jaw is the action: getting in front of them, where they land and the follow-up. Then you measure and tune.
Why is it called that?
I named it after my own jaw surgery, where the top and bottom had to line up before anything else worked. Marketing is the same: the message and the follow-through have to meet.
Is the planner free?
Yes. Answer the questions and your brief shows on the screen. Email is optional.
What happens to my answers?
They stay in your browser. If you ask for the brief by email, your answers go with your name and email so the brief can be sent, as described in the privacy policy.
Do I need to hire you to use it?
No. The brief is yours to use with your own team. If you'd like help running it, book a 15-minute call.
Next step
Want help running it?
Bring your brief to a 15-minute call. We'll walk both jaws and pick what to fix first.
