The 7 Human Hijacks – Covert Marketing Methods the Brain Can’t Resist | My First Million

Intro

In this episode of the “My First Million” podcast, Craig Clements, the founder of a billion-dollar company, shares his marketing expertise. He reveals the “seven human hijacks” that he has used to sell over a billion dollars of products online. From leveraging powerful demonstrations to tapping into psychological hijacks, Craig’s marketing masterclass provides valuable insights for entrepreneurs and marketers looking to succeed in business.

Main Takeaways

The Power of Effective Marketing

• Craig Clements, founder of a billion-dollar company, shares his marketing expertise in this episode.
• He reveals the “seven human hijacks” that he has used to sell over a billion dollars of products online.
• Marketers use specific tactics to make products popular, such as brushing teeth or eating bacon for breakfast.
• Entrepreneurs need to be good at marketing to sell their products.
• Craig’s marketing masterclass provides valuable insights for those looking to succeed in business.

The Power of Demonstrations

• Craig Clemens presents a marketing masterclass on the podcast.
• Edward Bernays, the father of public relations, changed consumerism by promoting clothing as a form of expression.
• Craig shares the seven human hijacks that can hijack the limbic system of the brain and cause world change.
• Claude Hopkins created a successful marketing campaign for Pepsident toothpaste by highlighting the problem of bad breath when kissing.
• Only 5% of people brushed their teeth daily in the 1920s.

The Power of Unquestionable Proof

• Otis invented a breaking system for elevators in 1854, but struggled to sell them.
• PT Barnum helped Otis create a grand demonstration at the Crystal Palace in New York City.
• Otis stood on an elevator shaft with an assistant holding an axe, and cut the cords to show the breaking system worked.
• The famous phrase “all safe here” was published in the newspaper and helped Otis sell 2000 elevators over the next decade.
• The power of a great demonstration lies in making it an event that attracts a crowd and stays in people’s minds.

The Power of Selling the Dream

• Companies should focus on selling the transformation of the customer, not just the product itself.
• Pepsodent’s success was also due to making it about the potential user and creating a minty flavor that made people stick with the brand.
• Mini Katana, a brand that sells swords, hired YouTubers and TikTokers to do powerful demonstrations of their product.
• Instead of talking about the features of the sword, the demonstrations showed the sword’s ability to cut through a bullet.
• Powerful demonstrations like cutting through a stake with a sword or drinking dirty water through a filter are memorable and impactful.

The Power of Being a Rebel or Superior

• Eddie Bernays helped cigarette companies target women during the women’s rights movement.
• Bernays organized a float of socialites and debutantes to smoke during the Easter parade, declaring it as a torch of freedom.
• Bernays got women to start smoking Lucky Strike, but they didn’t smoke Lucky Strikes.
• Bernays created the first-ever Gala Green Ball to make green fashionable and desirable.
• Using people of prominence is a form of unquestionable proof.

Summary

The Power of Effective Marketing

Craig Clements, the founder of a billion-dollar company, shares his marketing expertise and reveals the “seven human hijacks” that he has used to sell over a billion dollars of products online. These hijacks include specific tactics that marketers use to make products popular, such as leveraging daily habits like brushing teeth or eating bacon for breakfast. Entrepreneurs looking to succeed in business can benefit from Craig’s marketing masterclass.

The Power of Demonstrations

Craig Clemens presents a marketing masterclass on the podcast, drawing inspiration from marketing pioneers like Edward Bernays and Claude Hopkins. He discusses the power of demonstrations in marketing, highlighting how Claude Hopkins created a successful campaign for Pepsident toothpaste by addressing the problem of bad breath when kissing. Additionally, Craig emphasizes the importance of making demonstrations memorable and impactful to capture the audience’s attention.

The Power of Unquestionable Proof

Otis’ struggle to sell his elevator breaking system was resolved with the help of PT Barnum, who orchestrated a grand demonstration at the Crystal Palace. By cutting the cords of an elevator while standing on the shaft, Otis showcased the effectiveness of his breaking system, leading to increased sales. This example highlights the power of unquestionable proof in marketing and the importance of creating events that attract a crowd and leave a lasting impression.

The Power of Selling the Dream

Companies should focus on selling the transformation that their product can bring to the customer, rather than solely emphasizing the product itself. Pepsodent’s success can be attributed to its marketing strategy that made it about the potential user and created a minty flavor that kept people loyal to the brand. Mini Katana, a sword brand, effectively demonstrated the power of their product by showcasing its ability to cut through a bullet. These examples highlight the impact of selling the dream and showcasing the product’s capabilities.

The Power of Being a Rebel or Superior

Eddie Bernays’ marketing strategies targeted women during the women’s rights movement, using demonstrations and events to change societal perceptions. By organizing a float of socialites and debutantes to smoke during the Easter parade, Bernays associated smoking with freedom and rebellion. He also successfully made green fashionable and desirable through the Gala Green Ball. These examples demonstrate the power of helping customers feel like rebels or superior, tapping into their desire for individuality and status.

Conclusion

Craig Clements’ marketing masterclass provides valuable insights into the power of effective marketing techniques. From leveraging demonstrations and unquestionable proof to selling the dream and tapping into customers’ desire for rebellion or superiority, these strategies can change the trajectory of a company. By understanding and applying these hijacks, entrepreneurs and marketers can create impactful campaigns that resonate with their target audience and drive success in business.