How I’ve Sold $1 Billion In Products Online (A Marketing Masterclass) | My First Million

Intro

In this episode of “My First Million,” Craig Clements shares his expertise as a marketer and reveals the seven human hijacks that have helped him sell over $1 billion worth of products online. From the influence of marketers on our daily behavior to the power of powerful demonstrations, Clements provides valuable insights into the world of marketing.

Main Takeaways

The Power of Marketing

• Craig Clements has built a successful billion-dollar company with no outside investors.
• Marketers have a huge influence on our daily behavior.
• Edward Bernays, known as the father of public relations, created consumerism.

The Seven Human Hijacks

• Clements teaches the seven ways that he, as a marketer, has sold over a billion dollars of products online, which he calls the seven human hijacks.
• Craig Clements has discovered the seven human hijacks that hijack the limbic system of the brain, causing people to pay attention and respond.
• Each hijack has the potential to change the trajectory of a company.

The Power of Demonstrations

• Claude Hopkins created a successful marketing campaign for Pepsodent toothpaste by emphasizing the tingling sensation it creates in the mouth.
• Powerful demonstrations can make a lasting impact on people’s minds.
• Mini Katana used YouTubers and TikTokers to showcase their sword’s cutting ability.

The Influence of Influencers

• Unquestionable proof is key to convincing potential customers.
• Dr. Oz used balloons and a pin to demonstrate the effectiveness of Garcinia Cambodia.
• Powerful demonstrations can be more effective than simply talking about a product’s features.

The Role of Rebellion

• Bernays turned smoking into a symbol of women’s equality with men.
• People have a tendency to rebel and feel superior, which can be harnessed in marketing.
• TikTok is addictive and well-designed, comparable to digital crack.

Changing Daily Behavior

• Changing daily behavior can create something big, as seen in examples like Bulletproof coffee and The Miracle Morning book.
• Changing daily behavior has a viral effect that is more effective than anything else.
• Changing existing daily behavior is key, e.g. taking probiotics every day.

The Impact of Sound Bites

• Effective sound bites are crucial in political speeches, and the best politicians end up speaking in sound bites.
• Trump is a hiring master and has verbal kill shots that brand his opponents in a one-shot kill with simple phrases.
• The phrase “have one for the road” originated from a campaign to cut drunk driving.

Summary

The Power of Marketing

Craig Clements, a successful entrepreneur, shares his insights into the power of marketing. He highlights the influence marketers have on our daily behavior and how Edward Bernays shaped consumerism. With no outside investors, Clements has built a billion-dollar company, proving the effectiveness of his marketing strategies.

The Seven Human Hijacks

Clements introduces the concept of the seven human hijacks, which are tactics that hijack the limbic system of the brain, leading people to pay attention and respond. These hijacks have been instrumental in his success as a marketer and have the potential to transform the trajectory of any company.

The Power of Demonstrations

Clements emphasizes the impact of powerful demonstrations in marketing. He shares the success story of Claude Hopkins and his campaign for Pepsodent toothpaste, where the tingling sensation in the mouth became a powerful marketing tactic. Clements also highlights the effectiveness of demonstrations in recent marketing campaigns, such as Mini Katana showcasing their sword’s cutting ability.

The Influence of Influencers

Unquestionable proof and the involvement of experts or influencers play a crucial role in convincing potential customers. Clements discusses Dr. Oz’s use of demonstrations to promote Garcinia Cambodia and the allegations and Congressional hearing that followed. He emphasizes the persuasive power of demonstrations and the role of influencers in marketing campaigns.

The Role of Rebellion

Clements explores the concept of rebellion in marketing and its effectiveness in capturing consumers’ attention. He shares examples of Bernays turning smoking into a symbol of women’s equality with men and the addictive nature of TikTok. Understanding the tendency of people to rebel and feel superior can help marketers create impactful campaigns.

Changing Daily Behavior

Clements highlights the significance of changing daily behavior in marketing. He provides examples of successful products and campaigns that have transformed people’s routines, such as Bulletproof coffee and The Miracle Morning book. By tapping into the viral effect of changing daily behavior, marketers can create a lasting impact.

The Impact of Sound Bites

Clements discusses the power of sound bites in political speeches and branding opponents. He uses Trump as an example of a hiring master who uses simple phrases to make a lasting impression. The phrase “have one for the road” originated from a campaign to combat drunk driving, showcasing the influence of sound bites in shaping public perception.

Conclusion

Craig Clements provides valuable insights into the world of marketing, sharing his experiences and strategies for success. From the power of demonstrations to the influence of influencers, his expertise offers a glimpse into the tactics that have helped him sell over $1 billion worth of products online. By understanding the seven human hijacks and the impact of changing daily behavior, marketers can create powerful campaigns that resonate with their target audience.