PODCAST REVIEW: How I’ve Sold $1 Billion In Products Online (A Marketing Masterclass) — My First Million
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The Hub Short Take:
Craig Clemens shares his expertise on marketing and reveals the seven human hijacks that marketers use to sell over a billion dollars of products online. He discusses the power of demonstrations, the importance of making it about the customer, and the impact of changing daily behavior. Clemens provides examples of successful marketing campaigns throughout history, including the toothpaste campaign that made brushing a daily habit, the elevator demonstration that made elevators safe, and the orange juice campaign that made it a staple of breakfast. He also highlights the role of rebellion and feeling superior in marketing, as well as the power of creating events and using unquestionable proof.
Key Takeaways:
- Successful marketing campaigns tap into human psychology and use demonstrations, unquestionable proof, and events to capture attention and change behavior.
- Making the product about the customer and addressing their desires and needs is crucial for effective marketing.
- Rebellion and feeling superior can be powerful motivators for consumers.
- Changing daily behavior can have a viral effect and lead to long-term success.
- Demonstrations and powerful visuals can leave a lasting impact on consumers.
Quotes:
- “Marketers created so much of our daily behavior that people don’t even want to accept it.” — Craig Clemens
- “Help them rebel or feel superior.” — Craig Clemens
- “Change daily behavior to create something big.” — Craig Clemens
- “Humans love physics. We’re obsessed with physics.” — Craig Clemens
- “Humans brain has the same attention span as a gold fish” — Craig Clemens
The Guest:
Craig Clemens is a highly successful marketer and copywriter who has built a billion-dollar company without any outside investors. He is known for creating hit after hit and has been instrumental in shaping the marketing landscape.
The Host:
A podcast where Sam Parr and Shaan Puri brainstorm new business ideas based on trends & opportunities they see in the market. Sometimes they bring on famous guests like Mr. Beast, Rob Dyrdek, and Sophia Amoruso to brainstorm with them.
The article:
The Power of Marketing: How to Hijack the Human Brain
This interview where Shaan Puri interviews Craig Clemens on My First Million is amazing. Not only has Craig built a billion-dollar company with no outside investors, but he has also created hit after hit in the marketing world. So, watching Shann sit down with Craig and pick his brain, I knew This would be good.
Little did Craig know that Their conversation would turn into a master class on marketing. He shared with all the listeners the seven human hijacks that he has used to sell over a billion dollars of products online. These hijacks are the secrets behind his success, and he graciously agreed to share them with the My First Million audience. In this article, I will delve into each of these hijacks, exploring the examples Craig provided and analyzing their implications and potential impact.
The Seven Human Hijacks:
1. Make it about them
He highlighted the example of Lucky Strike cigarettes, which faced a challenge in the 1930s. The majority of men were already smoking, so Lucky Strike needed to find a new market. They turned to Eddie Bernays, a marketing pioneer, who realized that women were an untapped audience. Bernays organized a float in the Easter Parade, where debutantes and socialites smoked Lucky Strike cigarettes, framing it as an act of rebellion and empowerment. This campaign made it about the women, tapping into their desire for independence and freedom.
Craig explained that making it about the customer is crucial in marketing. People want to feel seen and understood, and by positioning your product or service as something that aligns with their values and aspirations, you can create a strong emotional connection. Whether it’s selling the dream of a movie star smile or empowering women to smoke, understanding your audience and making it about them is key to success.
2. Make it an event — nothing attracts a crowd like a crowd
One of the most compelling dynamics in human behavior is the magnetism of a crowd. When people gather, whether it’s for an event, a demonstration, or even a casual get-together, it invariably draws more individuals in, spurred by curiosity and the innate human desire to be part of something larger.
This collective gathering acts as powerful social proof, signaling to others that there’s something worth their attention. Take, for instance, the remarkable demonstration discussed in the podcast where Otis boldly cut the cables to an elevator platform he was on. By doing this audacious act in front of a gathered crowd of reporters, he didn’t just prove the efficacy of his brakes but amplified the message manifold, as the audience’s presence validated the importance of the event.
This principle isn’t limited to in-person occurrences. Leveraging another’s audience, like making an appearance on a popular TV show, can harness the same crowd effect. By tapping into a pre-established viewer base, one can command attention and trust, underlining the timeless adage: a crowd truly does create a crowd.
3. Powerful demonstration
Next, Craig discussed the importance of powerful demonstrations in marketing. He shared the story of Otis Elevator, a company that was struggling to sell their elevators due to safety concerns. Otis enlisted the help of P.T. Barnum, a master showman, to create a demonstration that would prove the safety of their elevators. Barnum staged a dramatic event where he cut the elevator cables while standing inside, demonstrating the effectiveness of Otis’ braking system. This demonstration not only convinced people of the elevator’s safety but also created a buzz and generated media coverage.
Craig emphasized that powerful demonstrations are memorable and impactful. They provide unquestionable proof of your product’s effectiveness and can change people’s perceptions and behaviors. Whether it’s showing how a toothpaste removes a film from your teeth or how a sword can cut through a bullet, demonstrations capture attention and leave a lasting impression.
4. Show unquestionable proof
Unquestionable proof is another powerful hijack that Craig shared. He discussed the campaign for Beachnut bacon in the 1920s, where Eddie Bernays organized the first-ever Gala Green Ball. By associating the color green with fashion and prestige, Bernays made Beachnut bacon the most fashionable breakfast choice. This campaign relied on the unquestionable proof provided by doctors who agreed that a hearty breakfast containing bacon was the best way to start the day.
Craig emphasized that unquestionable proof adds credibility and trust to your marketing efforts. By leveraging expert opinions, scientific studies, or testimonials, you can convince people that your product or service is the best choice. People are more likely to take action when they see evidence that supports your claims.
5 . HiJack/ Change a daily behavior
Changing daily behavior is another hijack that Craig discussed. He highlighted the campaigns against drunk driving and drug use as examples of how behavior change can have a significant impact. By raising awareness and providing alternatives, these campaigns have successfully influenced people’s actions and saved lives.
Craig emphasized the importance of understanding human behavior and finding ways to nudge people towards positive change. Whether it’s encouraging people to adopt healthier habits or promoting sustainable practices, changing daily behavior can have a profound impact on individuals and society as a whole.
In this area another topic Craig also shared is creating a category. He used the example of probiotics, a category that was virtually unknown until he entered the market. Craig explained how he educated consumers about the benefits of probiotics and positioned his brand as a leader in the industry. By creating a new category, he was able to capture the attention of consumers and establish his brand as the go-to choice for probiotics.
Craig highlighted the importance of being a pioneer and creating something new. By identifying a gap in the market and offering a unique solution, you can differentiate yourself from the competition and attract a loyal customer base.
6. Sell the dream
Craig began our master class by discussing the power of selling the dream. He shared the story of Claude Hopkins, a marketing genius who revolutionized the toothpaste industry. In the 1920s, only 5% of people brushed their teeth on a daily basis. Hopkins realized that in order to sell more toothpaste, he needed to get people brushing their teeth. He created a masterful ad campaign that built Pepsodent into the dominating toothpaste brand for decades. The campaign sold the dream of a movie star smile, using a powerful demonstration and making it about the potential user.
Craig explained that selling the dream is about tapping into people’s desires and aspirations. It’s about showing them how your product or service can improve their lives and make their dreams a reality. By appealing to their emotions and painting a vivid picture of the future, you can capture their attention and drive them to take action.
7. Help them rebel or Feel Superior
Craig also discussed the power of helping people rebel or feel superior. He shared the example of the Volkswagen “Think Small” campaign in the 1960s, which challenged the prevailing trend of large, gas-guzzling cars. Volkswagen positioned their small, compact cars as a rebellion against the status quo, appealing to those who wanted to stand out and be different. This campaign tapped into people’s desire to rebel against societal norms and feel superior to those who followed the crowd.
Craig explained that helping people rebel or feel superior can be a powerful motivator. By positioning your product or service as a symbol of individuality or superiority, you can create a strong emotional connection and drive people to choose your brand over others.
Implications and Potential Impact
The seven human hijacks that Craig shared are powerful tools that marketers can use to influence consumer behavior. By understanding the psychology behind these hijacks and applying them strategically, businesses can create compelling marketing campaigns that resonate with their target audience.
However, it’s important to use these hijacks ethically and responsibly. While they can be effective in driving sales and generating revenue, marketers must also consider the long-term impact of their actions. Building trust and maintaining a positive brand reputation should always be a priority.
In addition, as technology continues to advance, marketers must adapt and find new ways to leverage these hijacks in the digital landscape. With the rise of social media and online advertising, there are endless opportunities to reach and engage with consumers. By staying up-to-date with the latest trends and platforms, marketers can stay ahead of the competition and continue to hijack the human brain in a meaningful and impactful way.
Conclusion and Future Outlook
In conclusion, the seven human hijacks shared by Craig Clemens provide valuable insights into the world of marketing. From selling the dream to creating a new category, these hijacks have the power to captivate audiences and drive them to take action. However, it’s important for marketers to use these hijacks responsibly and ethically, considering the long-term implications of their actions.
As technology continues to evolve, the field of marketing will undoubtedly undergo further transformations. Marketers must stay agile and adapt to these changes, finding innovative ways to hijack the human brain and connect with consumers. By understanding the psychology behind consumer behavior and leveraging the power of these hijacks, marketers can continue to shape the future of marketing and drive success for their brands.
So, the next time you see a powerful demonstration or find yourself dreaming of a better life, remember the seven human hijacks and the impact they can have on your decision-making. And as a marketer, consider how you can use these hijacks to create meaningful connections with your audience and drive your business forward.
Join us next week as we continue to sift through the wealth of information out there, helping you understand what it takes to excel in today’s dynamic business environment.
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Written by the team at How2Exit.com
