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We are LayerCake

Building business at every level is at the heart of what we do, a layered approach.
Because in business as it is in life, success comes from the sum total of your hard work.


I might fall from a tall building or Tarzan from a vine. 'Cause I'm the unknown stuntman who makes Eastwood look so fine.

The Fall Guy


That was our story for many years, no broken bones, we took our licks in back rooms under dimly lit fluorescent lights. We powered through caffeine induced late nights all while inventing new and creative ways for doing things. We got results, wowed the clients and made our agency stars look great.

Viva la revolución

LayerCake began about 10 years ago, after being bred in the agency and still passionate about the work, we decided to be our own middlemen, and in return cut the "agency" overhead.
What we discovered.. Clients actually like to work directly with the experts.

“The art of good business is being a good middleman.”
– Layer Cake 2004
Eric Larson

Hi, I’m Eric Larson, digital marketing stuntman and founder of LayerCake.

Anyway – what would you like to know?

I’m 44 years old. I live in Irvine, California with my lovely wife, Aimee.

We have a son, a fish, and a cat named, Gray Kitty.  

And we're all pretty good tennis players, fish excluded.

I’m guessing that’s not the kind of stuff you’re looking for.

You’re probably wondering,

Is LayerCake Worth My Time And Attention?

For many readers, my answer is NO.

Here’s why:


We can not help you get rich quick.

For some reason, people equate “sell products on the Internet” to “get rich quick”.

I get it. I see ads promoting get rich schemes via the Internet all the time.

But, what you need to know is, - it takes hard work, perseverance, smart impactful campaigns and consistency to be successful.

If you’re not prepared to make marketing a core pillar of your business process, then we don't want to build sites, stories and e-commerce solutions that are destined to fail.


If you don’t want to advertise,
you’re not going to enjoy my stuff.

No, I don’t sell advertising. But here’s why I’m telling you this.

Start going down the “Internet Marketing” rabbit hole, and you’ll see all kinds of ads and articles about free traffic, how to get rich by having other people promote your product, and all kinds of hype on the “latest loopholes” for “gaming the system”.

Does some of it work?

Probably. In the short term. But if you rely on that, you don’t have a business. You have an income stream that’s supported by an unsustainable gimmick.

And that is a waste of time. If you want to waste time go see a movie. It’s more fun.


If you’re looking for “The Easy Way”,
I don’t want to help you.

It’s important you understand what I’m telling you.

I can help you, I just won’t. I’m capable of it, but I refuse to do it.


Because when I hear someone say, “What’s the easiest way”, what I’m really hearing is, “I’m not fully invested in the long term success of my own business …and am therefore not fully invested in the long term success of my customers.”

And that really translates to “I don’t want to work”.

Look, selling things on the Internet is HARD WORK. yes, when it’s all up and running, it can be just like you imagined: Passive revenue and money while you sleep.

But that takes HARD WORK to create and it takes HARD WORK to maintain.

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You’re Still Here? Good.

Here’s what you can expect from me.

  • Professional design that garners authority with both search engines and customers.
  • Solid technology solutions built for future growth.
  • Actionable strategies and tactics you can use in your marketing right now, for free …which are usually followed by:
  • Blatant sales pitches.

Here’s What I Will Help You With, Specifically

My main focus is to help you turn to advertise into profit by using automation.

I’m the creator of something called Behavioral Dynamic Response which is a fancy way of saying, “Automated marketing messages delivered to your prospects based on their behavior.”

It is, in my opinion, the Holy Grail of marketing.

I also focus on your positioning – which is really a fancy way of saying, “Getting People To Like You Before You Try To Sell Them Something.”

I do this by showing you the best way to genuinely help your prospects before they see your pitch.