Podcasts about fiberfix

In today's episode, Harmon Brothers has never relied purely on a video ad before a launch. Every big hit like Fiberfix, Kodiak Cakes, Purple, and Skull Shaver had the support of a strong offer, landing page, upsell, and more. Learn how you can build your own marketing powerhouse before you launch.Don't forget to like, subscribe, and share. Episodes published every Tuesday at 6 am EST. We'll see you on the next one.Harmon Brothers:https://harmonbrothers.com/home (Website)https://www.instagram.com/harmon.brothers/?hl=en (Instagram)https://www.tiktok.com/tag/harmonbrothers?lang=en (Tik Tok)

The Harmon Brothers is a marketing firm based in Provo, Utah, that has a history of making viral advertising videos. Founded by brothers Daniel, Neil, Jeffrey and Theron Harmon and CEO Benton Crane, the company creates marketing campaigns that are usually the length of an infomercial — but with a distinct sense of humor. Their campaigns for Squatty Potty and the Purple have more than 100 million views. They have also created campaigns for Poo-Pourri, FiberFix, Camp Chef and several others. Since then, the company launched the Harmon Brothers University where through online courses, Daniel Harmon and Lead Writer Dave Vance share their insight on how to create successful marketing videos. With writer Chris Jones, they also co-wrote the book From Poop to Gold: The Marketing Magic of Harmon Brothers that “reveals the behind-the-scenes magic including their innovative business model [and] one of the biggest secrets behind their success”. In this Podcast, Daniel Harmon the CCO of Harmon Brothers and CEO Benton Crane talk about their company's creative process, pipeline, how to meet and relate to clients, the impact of COVID-19 on businesses; and the content they teach at Harmon University. For more show notes, visit www.allanmckay.com/321/.

explains how viral online marketing works. Hear insights about: Why Benton describes himself as “three careers” deep into his journey, and how his career path led to being CEO of ad agency Harmon Brothers How Benton's business partners, his cousins, pioneered viral online marketing on YouTube, and how this led to the innovation of YouTube's “skip ad” button How the “skip ad” button has transitioned the power back to the viewer and encourages advertisers to add value and earn the attention of viewers What key financial lessons Benton learned as he and his team were growing their advertising agency Why it's important to value the work you're doing as much as the money you're making for doing it Why the common theme to Harmon Brothers' big wins has been the marriage of an innovative product with equally innovative viral online marketing What time-saving tips, strategies and tools the outbreak of the global pandemic taught Benton to use to make the most of his time and energy Which three key “hats” within the business Benton wears, and why he attempts to delegate work that falls outside of those three hats How Harmon Brothers has the goal of moving beyond ads and into TV and movie creation, and what exciting projects they're working on now How to Connect with Benton Crane: Website: https://harmonbrothers.com/home LinkedIn: www.linkedin.com/in/bentoncrane/ LinkedIn: www.linkedin.com/company/harmon-brothers Facebook: www.facebook.com/harmonbrothers/ Twitters: @harmonbros About Benton Crane: Website: www.craigcodyandcompany.com Twitter: @CraigC2742 LinkedIn: https://www.linkedin.com/in/craigcodycpa About Benton Crane: Benton Crane is the Chief Executive Officer of Harmon Brothers, a Provo, Utah-based ad agency behind the most viral ads in internet history. Since 2013, the agency has collectively driven more than 1 billion views and over $300 million in sales through its groundbreaking social media spots. Crane believes in bringing excellence to everything he does. Starting his career as an automotive repair mechanic, he was honored as the #1 student mechanic in Utah and #2 in the nation. This knack for diagnosing and solving problems led him to study economics and data analytics. In 2011, he was hired by Deloitte in Washington DC where he served as a consultant with various clients across the national intelligence community. In 2013, he joined newly formed Harmon Brothers for a campaign to promote Poo~Pourri, an internet ad that transformed the way products are marketed. Harmon Brothers went on to produce the most viral ads in internet history, including Squatty Potty, FiberFix, OraBrush, Poo~Pourri, and Purple. The renowned spotmakers just rolled out another already viral sensation, a brand-new spot for Chatbooks, a new product taking scrapbooking to the digital age. Crane has managed the agency's growth from its infancy to one of the most sought after ad agencies in the world.

#68 How To Turn Your Brand Into A Household Name Becoming a household name is all about building an emotional connection with your customers. And the best way to do that? Storytelling. Benton Crane is the CEO of the Harmon Brothers, the multiple award-winning marketing agency behind groundbreaking ad campaigns for Squatty Potty, FiberFix, and Orabrush, and many more! Their ads have been seen over 1.4 billion times and driven over $500 million in sales. We're honored to welcome Benton to The Ecom Show for a fantastic conversation with our CEO and podcast host, Daniel Budai about: ✔️ The Harmon Brothers: What's Their Story? ✔️ Which Ad Formats Work? ✔️ Effective Storytelling ✔️ The Best Ads Out There ✔️ What You Need for Video Advertising ✔️ Turning Your Brand into a Household Name - Benton's Advice The Harmon Brothers: What's Their Story? Benton says that the Harmon Brothers' “Genesis event” occurred in 2006, when Google bought YouTube. Prior to 2006, YouTube lacked any business application. Google, of course, had visions for turning YouTube into an advertising platform. Benton's partners, in particular, Jeffrey Harmon, was one of the very first creators to put an ad on YouTube. When Jeffrey was working on an ad for Orabrush, he chose what his colleagues considered to be a really odd ad length: two and a half minutes long. At the time this was unheard of: TV spots were usually 30 - 60 seconds and infomercial spots were 20 - 30 minutes long. But Jeffrey persisted. He reached out to YouTube and asked them if they could give him a “Skip Ad” button, so that those who want to watch the ad could do so and those who didn't, well...they can skip it! No one knew what a big deal the “Skip Ad” button was at the time. It was a giant shift in power from advertisers to viewers. Since the viewer was first given this choice 15 years ago, Facebook, Instagram, and TikTok news feeds evolved and continue to operate on the same principle: if you don't want to watch something, you scroll right past it. “Everything we've ever done since then has been all based on the principle of giving the viewer something that they actually want and something that they can really enjoy.” As Benton points out, a lot of people have not heard of the Harmon brothers, but almost everyone has heard of their clients. After Orabrush came Poo-Pourri, which, with help from the Harmon Brothers, grew from about $7 million per year to $30 million per year. Then came Squatty Potty which grew from $4 million per year to $30 million per year. Then Purple Mattresses which grew from $3 million per year to over $100 million per year, then Chatbooks, then FiberFix. The Harmon Brother's most recent client is Lume Deodorant, starting off with $1.5 million earnings in 2018 to breaking $40 million in 2021. It's safe to say that the Harmon Brothers know how to scale. Every campaign operates on the same principle of adding value to viewers. This helps brands on their journey from what Benton calls their “poop to gold journey”. Taking them from obscurity where all entrepreneurs start, and helping to build trust over time to turn them into a household name. Which Ad Formats Work? Benton advises that ads need to be “as long as it needs to be, but not a second longer.” The Harmon Brothers are very careful about getting rid of fluff. It's all about getting the rhythm right. When it's a good ad, your viewer could watch a five minute long ad without even realizing how long it is. A 30 second ad, however, if lazily done, can drag on and on because it's boring. The longest ad the Harmon brothers have ever created was 11 minutes, and their ads range all the way down from there. They also make shorter 15 to 30 to 60 second versions of two to four to five-minute ads. On average, Benton says a successful ad usually runs from two to four minutes. Great, that's the timing down, so what about the formats? One of the most effective but easiest to implement ad formats is what Benton refers to as the “explainer testimonial ad”. It starts with your elevator pitch: one - two sentences about what your product is and why it's different, or why it matters to the customer. Then it's a very simple case of providing five - eight customer reviews. Your customers essentially write the ad for you! You just need to go in and find ones that are compelling, entertaining, and make sure to include some variety. This can be as simple as putting dynamic typography over images, or product shots. Or product shots while a narrator is reading your reviews. Or, if you want to make things really authentic, you may want to feature your customers actually giving their reviews on camera. An explainer testimonial ad the Harmon Brothers created for Lume Deodorant was phenomenally successful, driving $3 million in direct trackable sales. Another simple but fantastic ad format is a product demonstration video. A stop motion video of a product in use is a creative but clear way to convey value to the customer. Effective Storytelling So at what level do you need to start on your storytelling? Benton advises that in the early stages of startup, all investment needs to go into making sales. It doesn't make too much sense to focus on storytelling investments and character development before sales are coming in. Once you've grown your business to $1 to $2 million a year then you should start thinking about storytelling, character development and building a brand universe. As for the Harmon Brothers? “We believe that we're an organisation of storytellers. And we've become famous for the ads that we make.” Storytelling is so important to advertising because humans are wired to transmit knowledge through storytelling. We remember stories, and we connect with stories. So when a brand taps into that, it makes the brand more memorable and trustworthy. Essentially, Benton argues, a brand would be crazy not to be thinking about storytelling and making it a core part of who they are. The Best Ads Out There Benton's favorite advertising series of all time is Apple's “Get a Mac”, or “Mac Vs PC” ad campaign. The video series follows a standard but highly effective template: two men appear in a minimalist all-white background. The young man in casual clothes introduces himself as a Mac and the other, wearing a more formal suit and tie introduces himself as a PC. The PC is more of an “old timey” nerd, often frustrated with the Mac's creative but effortless abilities. The series solidified Apple's “cool”, “artistic” and “young” branding. Of course, Benton holds many Harmon Brothers video ad campaigns close to his heart. One of his all-time favorites was their campaign for ‘FiberFix', which involved throwing cars off a cliff (yes, really, check it out on YouTube!). What You Need for Video Advertising Benton confirms that yes, picture quality, lighting, and resolution are needed for great cinematography. So yes, having the right equipment does make a difference. However, in the storytelling world, the story comes first, and art comes second. If you don't have a great story, or even a great sales pitch, none of the expensive gear matters. Benton recommends starting by experimenting with cell phone footage. It's a great way to experiment with your stories and learn what works and what doesn't work. Remember: an expensive camera can shoot bad footage and a lackluster story. From Obscurity to Household Name: Benton's Advice Benton advises that every entrepreneur should have a roadmap on how to become a household brand that people love and trust. Having a holistic picture is going to be very valuable on what you need to prioritize and identify. Knowing your strategy will help you identify your toolkit. You may need Instagram, TikTok, Twitter, or you may find that social media does not actually suit your personality and skill set. It all depends on your brand and strategy. TL;DR - Nail your story, cut down the fluff, and make an ad your viewer wants to watch. Join the Harmon Brothers University to get the knowledge you need to create ads that brand and sell, connect with Benton on LinkedIn , or visit the Harmon Brothers to get a crap-ton of eyes on your ads. Follow Daniel Budai: Daniel's LinkedIn Daniel's Facebook

As co-founder and creative visionary at Harmon Brothers, Daniel Harmon uses storytelling and humor to create ads that convert. Since 2014, he has helped create videos that changed the way we do advertising today, and that at the time were confused with funny sketch videos that had to assure audiences "Yes, this is real. This is a real ad." Now, he joins us to talk about how the Harmon Brothers found their comedy niche, how they find the right creative thinkers to write their unique ads, and how the company teaches their entire system through the Harmon Brothers University. 3 Golden Nuggets Hiring unique thinkers. The Harmon Brothers have developed a very unique style of advertising that stands out for its comedy. To build this style, Daniel says they have focused on getting very creative people with comedy backgrounds in the writing room. You're going to be much better off teaching a comedian to be a marketer than a marketer to be a comedian. Creating ads that convert. When it comes to creating great ads that convert, the starting point will always be finding a product or service that you're passionate about, that is offering real value, solving a real problem and on which you're already sold as a customer. That way, you'll me much more effective at communicating the benefits of that product, as opposed to doing it just because that's your job. Stop copying the big agencies. Smaller and medium-sized agencies look at bigger companies and decide that they have to do what they're doing, which is a mistake. Depending on the stage of the company, there's different ways to focus your advertising. Try to model how someone actually got there rather than looking at where they're at now and try to duplicate that, because you may end up looking silly. Sponsors and Resources SweetProcess: Today's episode is sponsored by SweetProcess. If you're looking for a way to speed up processes in your agency, SweetProcess will provide the systemization you need to scale and grow your business. Check out sweetprocess.com/smartagency and get your productivity up. Subscribe Apple | Spotify | iHeart Radio | Stitcher | Radio FM How to Create Amazing Ads that Convert More Clients Jason: [00:00:00] What's up everybody? Jason Swenk here and I have an amazing guest on the show. One of the Harmon brothers who is going to talk about how you can turn your poop into gold. Literally. Their videos are so funny and their ads reach so many people. And I'm happy to have them on. So let's go ahead and get into the show. Are you frustrated with how long it takes you to get stuff done in your agency or tired of your team missing steps or falling through the cracks? You know, you may be looking for an easy way to capture SOPs to scale your agency faster and easier. Now, our partners that Sweet Process have created an amazing tool to help you overcome all these frustrations. Sweet Process really lets you create a step-by-step instruction from every task in your agency. From writing proposals to executing client work and responding to client requests. So everything gets done more easily. No more mistakes or missed steps. Plus you'll have a central place where everyone employees, contractors, or even VAs can access your procedures anytime from anywhere. The best way to learn about how suite process really can streamline your agency is to start using it. So exclusively for the smart agency masterclass listeners, you can try it out for 28 days free of charge. No strings attached. Just go to sweetprocess.com/smartagency. To start your free 28-day free trial today. That's sweetprocess.com/smartagency to get your SOPs down and your productivity. All right, what's going on? Welcome to the show. Daniel: [00:01:49] Thanks for having me, Jason. Glad to be on. Jason: [00:01:51] Yeah, man. So for the people that have been kind of hiding under a rock a little bit, tell us who you are and what you do. Daniel: [00:01:57] I'm Daniel Harmon. I'm Chief Creative Officer at Harmon Brothers, and we're known for ad campaigns like Squatty Potty, Purple, Chatbooks, Poo-Pourri, FiberFix Lumē, Kodiak Cakes, Camp Chef, all these different campaigns that have, um, helped companies generate over 1.5 billion views and over $400 million in sales. And anyway, that's, that's kind of what we're known for is mixing some elements of sort of direct response advertising stuff that gets people to act and buy immediately with really traditional branding elements of storytelling. And that's kind of our sweet spot. Jason: [00:02:36] Yeah. And I love that. How did you guys kind of fall into that sweet spot? Because a lot of agencies, they start off and it takes them forever. So how did you guys progress through that? Daniel: [00:02:49] Sure, for us it started a little bit with a company called Orabrush. My brothers were co-founders of Orabrush, Orabrush is a tongue cleaner that, um, helps remove the gunk off of your tongue. And that's where 90% of bad breath comes from is the, uh, is the gunk out of your tongue. So in trying to market the Orabrush, they weren't having any kind of retail success at all. And the co-founder, the inventor of the Orabrush. Dr. Bob approached my brother about, um, being able to sell, um, online. Then with the Orabrush, they made a video that not only educated about how the Orabrush was cool and how it worked, but it also entertained at the same time. And a lot of the elements that we use in our videos are drawn from just classical sales principles, right? Things that you would use in a door-to-door scenario, things that you would use in telesales, email marketing, it's all very kind of problem/solution-based advertising. And, um, that was the case with Orabrush, where it was all based on the fact that people have a problem of bad breath. They don't want to breathe that onto other people. It's embarrassing. And then the Orabrush provided a solution where it would clean the gunk off of your tongue. And most people didn't know that good oral hygiene would include your tongue and not just your teeth, right? Most people know to brush their tongues, but the toothbrush wasn't really designed for brushing your tongue and this product was. And so it was educating about that, but then, um, adding the twist of the entertainment value and kind of a personality and character with it and some, and some branding really. I think that is a lot of what was missing traditionally through the years on things like food commercials, right. That they all kind of felt a little bit cookie-cutterish, but they all were in sort of a, such a similar pattern that they, they were mostly distinguished by how different the products themselves were rather than by the personality that was pitching it or the story that was being told around it. So with the success of Orabrush they ended up getting distribution in places like Walmart, CVS, Walgreens, Boots, I mean, international stuff all over the place. The company ended up actually being sold to a company called DenTek and, um, that's kind of where that started. I actually was an employee of Orabrush as an art director there, where we created, uh, over a hundred videos over the course of a little over two years. And so kind of learned the craft of that. Then later on, when we resigned from Orabrush, we, um, the first campaign we did was, um, with Poo-Pourri. And that one people know for the girl, that's the British girl sitting on the toilet saying all those terrible candid things about her bowel movements and how much they stink and that kind of thing. But that's kind of where that formula for us started to solidify. And then later on it was Squatty Potty. It became much more so, and then Purple and so on. But yeah, hopefully, that answers the question. Jason: [00:05:55] Yeah, definitely. I want to know more about the blooper reel. Like you guys have to have the best blooper reel out there for Squatty Potty and the Poo-Pourri Daniel: [00:06:04] When we were filming Poo-Pourri and we were listening to the lines that she was saying, of course, this is 2013. And so most of us, our perception of what can kind of be done in the advertising space in this way has changed a lot. I mean, obviously, Harmon Brothers has done a lot to change that perception, right? In how you can kind of joke your ways through certain taboo subjects. If you're writing the right line, you don't want to get super offensive it anything. But as I was listening to the lines that she was saying, as we were filming them, I was, as I was saying to myself, no, one's going to believe this is a real ad. They're, they're going to think this is a College Humor sketch. They're going to think this as an SNL thing. No one's going to think this as an actual ad. And so my brother Jeffrey was like, well, okay, think of a solution. What do we do? And I was like, well, I think we have to tell them. Jason: [00:06:57] “This is an ad” Daniel: [00:06:59] Well, we didn't do it exactly in that way. While we were on set, um, I came up with the line that, yes, this is a real product. And yes, it really works. And it became kind of a catchphrase in our advertising to some degree where people, we see them use it all over the place. We don't use it as much ourselves anymore because we think it kind of sets the viewer off a little bit or can even be distracting. But to some degree, we feel like that's a good space to be living in is if you kind of have to remind people “no, we're not just joking around.” This is, this is real what's going on right now. And it was very effective. Um, I can't remember how many people told me that when they were watching the ad right up until that moment when we said, yes, this is a real product. And yes, this really works. They had actually believed that they were watching some sort of like a spoof or sketch or some sort of just comedy gig of some kind. Jason: [00:07:48] Yeah. Walk us, um, because a lot of people want to understand kind of the framework of how. Because we all want to create including myself, so all of my audiences, agency owners, and I always like to say we exist to provide a resource. We wish we had, so we can scale faster, right? And 90% of our content is educational, but 10% is supposed to be funny, you know, like humor, like we talk about what is an RFP means, Real Fucking Problem, Request for Punishment. Like all these different things we try to put in there. And a lot of people struggle with, you know, finding a way to stand out and you guys have really have a formula or a framework. Walk us through a little bit of that. So the people listening can have an idea and be like, okay, this is how I can start. This is how I can kind of morph it and see if it actually works. Daniel: [00:08:40] Yeah, for us standing out has a lot to do with just asking ourselves, have we seen this before in the way that we're doing this? I am not one to, admittedly, I'm not one to really follow a whole lot of what's going on in the advertising industry. Meaning there's a lot of advertisers that are really into things like the award shows and… Jason: [00:09:05] oh, don't get me started on that. Daniel: [00:09:07] I just think you end up advertising to advertisers. You ended up trying to please your peers. Rather than actually speak and relate to customers. And so, um, I don't really go down that road and I, I ask myself more as we're doing the content, have I seen, have I seen something like this or are we doing something fresh enough as we approach this, that it's going to make them stand out? And it's not necessarily that it's always, that the character is always something that's just never been done before. I'm sure there's been a prince used in advertising before in some way, right? Um, in the way that like we have the Squatty Potty, we have the unicorn, there's never a pooping unicorn, I don't think, prior to that point in advertising. But using a prince I think had been done before, but in the way that we used it maybe it was a little bit different, right? Or the girl on the stall talking directly from a toilet perched on a toilet. That was something that was very, very different. Or Goldilocks releasing some eggs that fall down on a bed. Those were all kind of things that we felt like, um, hadn't really necessarily been seen before. A French woman singing, um, kind of in a Broadway style, uh, play-type environment for Lumē. All these things we felt like were just different than anything we'd seen before. And so for us, the basis of coming up with a lot of those ideas is really coming, um, is involving really creative thinkers into the writing process. And, and, um, a lot of that is for us centralized on comedians. So we're looking not as much for people that are extremely experienced in advertising and marketing. We're looking for people that have a lot of reps and a lot of skill developed in the areas of stand-up, improve, and sketch comedy. And then we feel like we can better guide the marketing and advertising language around that. That it's going to we're, we're going to be much better off teaching a comedian to be a marketer than a marketer to be a comedian. And that gets us some very different thinking because their jobs are like on a day-to-day basis are like, okay, what kind of cool thing can we come up within in the sketch? Or what kind of thing can we make fun of? Or what's some observational thing that I've seen that I can use in my standup that I have never heard anyone say before. That's kind of just second nature to them. And then that's kind of our, our starting point for being able to stand out. I'd say. Jason: [00:11:32] I love that. And so for the people listening, I guess, do they need to go and find their funny friends that are doing standup? Daniel: [00:11:43] Short answer? Yes, that's what I mean in Harmon brothers university in our courses, that's one of the things we teach is the idea that a community it's easier to turn a comedian into a marketer than a marketer to a comedian. And so we do recommend following funny people on Instagram, TikTok, YouTube, that kind of stuff. Wherever you get your stuff. Facebook, I don't, I don't care. And then kind of looking at the patterns of what they use in their humor and things, but even maybe reaching out to some of these people and seeing if they'd be available to get involved, or maybe going to your local standup club or improv group or whatever it is. There's usually somewhere nearby in your state or your, or your area that, um, some sort of a culture or a community that you can tap into of people that are already in that world. And, um, I think using them as a resource is, is really good. And it's not always easy. There are, there are comedians that approach it very much from the standpoint of like, well, this is art and I'm doing art. So don't tell me what to do with your advertising stuff. Well, at the end of the day, it still has to sell, right? It has to move the product, it has to brand. It has to do all those things. Then it can't just be funny and it can't be tangental all the time for the messaging. Um, there's, there's ways that you can kind of channel that creative energy to be more productive for what you're doing. But yeah, I think it's a really good idea to go. Go involve people that are already funny rather than trying to teach yourself to be funny in order to get it done. Jason: [00:13:14] Oh, yeah, that would be horrendous. That would be, that would be really bad for a lot of people. Daniel: [00:13:20] Yeah. Like for myself, I'm, I'm not even like the funniest person around. I do have a good sense of humor, I have good comedic timing and mine more applies in the way that I go about filming and editing and enhancing what's there in, in writing. I mean, I can write jokes and that kind of thing, but like, I might be able to write one joke in the time that it takes some of these other guys and gals that we get involved. Um, like they can write 10 in the time that I write one. It's just not as efficient. And I'm pretty darn good at making that stuff that they write be funny in the end product. But as far as like originating that on paper, that's not going to be. There's going to be other people that, that have more superpower in that area. Whereas it would be a lot of toiling for me to do that. I can help out a ton in the advertising language and the sales persuasion and all that kind of stuff. And I'll all writing zingers here and there. But as far as like that really creative stuff that's needed. Yeah. We're always looking to outsiders to help with that. Jason: [00:14:18] I'm going to guess, you know, I'm in Atlanta today and there's obviously tons of improv and all kinds of places all over. And I bet if you went to some of those and you went up to someone and be like, hey, do you want to be involved in this? I bet they'd be like, heck yeah, I want to be involved in this. Daniel: [00:14:35] Yeah, they'd probably in most cases be over the moon excited because what you'll find is that most comedians aren't actually making a living being a comedian. They are developing it as a skill set on the side and they're passionate about it and they'd love to make a living with it. But as far as it's their full-time living. Ooh, it's, it's a small subset of that community that is actually making, making money and not waiting tables somewhere or, or not working in some sort of a warehouse job or in a kitchen or whatever it is. Like, most comedians are very happy for the opportunity to write something funny and be paid for it. Like that's probably going to be really exciting to them. Jason: [00:15:19] Oh yeah. After we find the talent or the creatives to help you with the idea. What's really kind of the next thing that we'll, will shape what we do to get these ads to convert or get people's attention. Daniel: [00:15:32] Yeah. I mean, I'm kind of going backward here, but the starting point for us is finding a product or service that we're passionate about. That if you can speak from the perspective of the customer, meaning that you've been sold on the product yourself, you've kind of had that aha moment of you as you've used it. Then you will be much more effective at communicating that to other people because you're sold, right. You're not just selling people because it's your job. I really feel like, and I repeat this around here all the time that nothing sells better than the truth. And so if you get to that authenticity, that's a much better starting point. So for us, we're very choosy about what kind of clients we partner with, especially on our big campaigns. Because we want to really ensure that we have passion for it, that we have someone that has actually has belief in it. That's heading up the project that are whatever creative directors on it is really, you know, wants to, to sell this thing rather than just I'll has to, because it's part of their job. And so that's for us as a good starting point is finding a product or service that's offering real value, solving a real problem for people and is genuinely making the world a better place in some way. Jason: [00:16:45] Yeah. I remember, um, we were talking in the pre-show about Daryl Eaves, your producer for Squatty Potty. And I remember him telling me he was he how he was trying it out before. He would actually do it and he's like, it actually works. And it was pretty funny. Daniel: [00:17:01] That's essential to it. We have people that are mailing us their products, um. You know, fairly regularly we see new stuff come through the door and just so we can get our hands on it and start experimenting with it and start falling in love with it, or just being like, you know what, this isn't for us. I remember a food product that came through the door the other day. And I, I, it was several different flavors of this particular kind of, uh, it was a, it was a snack cookie or something like that. And I, I tried one and another, another one and I was just like, nah, I just can't get behind this. I just am not, I'm not liking this. I'm not seeing how, how we can sell this because this doesn't taste great to me. And anyway, that's kind of the process we go through. Jason: [00:17:41] Very cool. So now that we have passion behind the product, we've hired the creative team, what are the things that you've seen that will make, make something sell, make an ad actually work. Daniel: [00:17:54] Yeah. So some of them are to relate with the customer in their pain. If you can dive into the problem that they're experiencing and you can effectively capture in video what that pain looks and feels like, then, um, you're relating with them and then they're perfectly set up to the solution, which is what your product or service that you're, um, that you're selling is going to be providing. So I think in the case of, for example, let's just take FiberFix, for example, when we did our ad for FiberFix FiberFix is a fiberglass a wrap or tape that essentially can fix almost anything. And it's in its a hundred times stronger than duct tape. And it's, um, it's stronger than steel by the time it all sets and hardens. We go through this scenario of a guy on a Saturday that has a broken sink underneath, like something leaking underneath the sink. So he goes to get the part to the hardware store and he comes back and realize it doesn't, it doesn't work. So he goes back to the hardware store and he misses all this time with, uh, where he could be watching football. As opposed to, if he would've just had the fix there with FiberFix where he could have just immediately taken care of that on the spot, then he would have been in really good shape. And so that made the pain very relatable to the situation that people that people face. So I think that's one of the best ways to speak to people is the specificity of what the customer goes through in the way of the problem that they face on how the solution of the product relates to them. Jason: [00:19:27] Yeah. You know, that's one of the things that we always ask when people engage with us. Or whenever we chat with them or in any of our Facebook groups is like, what's the things that are keeping you up at night? Or one of the things we did in one of our communities is like, what's the dumbest request you've ever gotten from a client? And then they'll just, oh, I mean, it's literally, you're reading some of these and you're like, yep, checkmark, checkmark, checkmark. So I guess my next question from you, and don't obviously don't name the client, but what's the dumbest thing someone's ever asked you for as a client. Daniel: [00:20:00] Oh, gosh, I try to erase those moments from my brain. Oh, the dumbest request. I think sometimes some of the dumber requests come when they try to force. It's and it's never actually, I don't think happened in our case, but when they try to say, oh, you should really cast this person as the lead in a role. And specifically, they're thinking of like a celebrity and we're like A, that is nowhere near your budget so you can't go there. B, whether or not they'd even want to be involved that's a whole other question. And C, they're probably not even right for the part, even though they, you think they are kind of a thing. So I'd say that's one of the funnier things that sometimes happens is that when the client's like, oh, we should, you know, if you really got, um, Tina Fey. Jason: [00:20:52] Or Tom Cruise. Daniel: [00:20:55] Well, yeah. That'd be awesome if you can do that. You know, maybe we should ask American Express how they pulled that off. Oh wait. They had billions of dollars. That's how they pulled it off. So that's kind of one of the funnier requests that comes through. And sometimes I'd say. I'd say the bigger mistake that we sometimes see clients make is just focusing on the wrong things. And by that, I mean a feature or an aspect of their product or service that's really important to them and they think is really cool. But when you actually listen to the customer base of what's the most important to them, what's the problem is solving, might be almost a little bit distracting. It's might maybe not even something that needs to be brought up and they're just like, oh, we really want this to be a part of it because you know, doing this long form ad and we're, we're, we're going on record two or three minutes so surely you can find a way to fit this in. It's like, it doesn't matter about the length. You still got to keep things focused, right? And so that's, that's another thing that happens sometimes is people just want me to stuck everything possible into it. Jason: [00:21:56] So, and that happens to all of us creatives, right? The client thinks they actually know better than us. Daniel: [00:22:04] Yeah. Sometimes they do. Jason: [00:22:06] Sometimes, but I remember we were doing a campaign for Pro-Line Boats and this was in 2003 when Flash was really popular, but we still had dial-up and they wanted to put a four-minute video of us chasing their boats on a helicopter on the homepage. And I was like, you gotta be kidding me. Like, how long is this like going to spin? If you remember the spinner, right? So how do you get around when clients do ask for something that you know is way off? How do you reel them back in? Daniel: [00:22:43] Primarily, I usually try to explain it in terms of data. So if we have any data from prior campaigns, that can point to the fact that they're going down a direction that's not going to be good for them. Then we can illustrate that with stuff we've done in the past. And then that kind of takes some of the subjectivity out of it. It makes it a little bit more objective. So if you have data to rely on to show the client, okay, that's not quite right. And the other one is sometimes it is on a gut level and you just kind of know, like, no, that's, that's not going to work out. And I think it's worth having those discussions and falling on the sword on behalf of your client to some degree, because they're hiring you to do something that they can't do themselves. That's the reason they're hiring you in the first place is because they know that they, they only have a certain level that they can get to and they need you to take them to the next level. And you essentially bend over or just kind of tower to every request that they have because they're the client, I think you're actually doing them a disservice. So what I ask myself, when we have those moments is. Am I falling on the sword just because on the creative and this is my art and that's, that's what I want? Or am I doing this because I think the client is genuinely going to hurt themselves? And if it's that I really feel, or especially if I have the data to show that the client is going to hurt themselves, then I'm going to fight that battle. If it's more of a preference kind of thing, then there might be areas where you can compromise. And like I said, sometimes the clients are even right. Sometimes they'll have an insight of something legally that you can't do, and they know about that and they can kind of steer you right in that way. Or some other aspect of things that will be more factual or whatever it is. And you need to be able to listen to those moments. But I'd say more so the real question to ask yourself is, am I doing this because I'm on my high horse a little bit, because I'm the creative and they're not? Or am I doing it because I genuinely want to protect this campaign? I want to protect their brand for them. If that's the case, then it's, it's a battle worth fighting. Jason: [00:24:50] Yeah. I love it. Well, this has all been great. Daniel, is there anything I didn't ask you that you think would benefit, you know, the agency owners listening? Daniel: [00:24:58] Um, yeah. So one thing is for us where we do so much of the direct sales and direct response style of advertising, and then the branding. I would say when it comes to branding and comedy and being funny and storytelling that you want to go further and further and further down that road and have maybe less and less direct response elements, the bigger you get as a company and the more competitors you have. When you're early stage, and you're very differentiated in your market, then you need to be a lot more clear and a lot more direct. In a way, um, I mean, you can be funny at the same time and stuff, but you need to be really focused on that sale when you're kind of in that startup phase, because you're just educating people on something that's brand new. You're maybe telling them about a product or service that they've never heard of before. And you need to kind of gain that trust initially with communicating clearly about how you solve a problem for them. But as you get further up into the market and you, and you have more competitors, if you think of someone like Nike, or, um, Ford or Apple doing a redirect response out of some kind, they would feel really out of place, right? Or red bull. Like it doesn't make a lot of sense at that place. You need to be just telling really great stories and you need to be relating with people emotionally and just highlighting a benefit in a clever way. But, um, you can't be going through and be like, I know it can't be the exact same format then because you're in a different place at a different time. And so I would say depending on the stage of the company, there's different ways to focus your advertising on that spectrum of, from direct response, clear, over here to branding. You want to be careful of not getting ahead of yourself in trying to be too clever and too funny and too, too many bells and whistles too soon, as opposed to kind of focusing in on the message that really matters. Jason: [00:26:55] Yeah, I totally get that because you know, a lot, what happens in the agency world is we look at the biggest agencies in the world. And then the little guy, or even the medium-sized guy, we go, well, we got to do what they do. You know, perfect example is looking at their websites. If you look at a big agency's website it is the ugliest. It is the worst thing. There is no conversion point. You can't figure out how to have a conversation with anybody. Like. We need a big H on our homepage. I'm not talking about Harmon Brothers. Daniel: [00:27:29] No, I got the dig it's okay. Right. Yeah. Jason: [00:27:32] Right. Got it. You got it. You got the punchline, but we need to model, like you were saying model how someone actually got there rather than looking at where they're at now and try to duplicate that because, yeah, you're going to look kind of silly. Daniel: [00:27:47] There's a time and a place. And you've got to kind of move along that path as the brand grows. Jason: [00:27:53] Yep. Tell us a little bit about your, you guys' amazing course where people can go. Daniel: [00:27:59] Yeah, so essentially we've developed an entire internal train that we use for our writers, for our editors, for our creative directors, for everybody to be able to create the kind of advertising that we do, brand the way that we do, sell the way that we do. And it's all on harmonbrothersuniversity.com. And it's our entire playbook. We don't hold anything back. We, we've put it all on there. The exact same internal training that we give here is what we put out on there. And so for anyone that wants to learn how to do this themselves, as opposed to hire it done, they can go to harmonbrothersuniversity.com, and they can sign up for the courses that are there. There's things like the 14-day script challenge, which is basically two weeks to get you from a blank page, all the way to a script that's ready to film. Um, which is a really cool course. And there's other things like the easy ads that sell course, which kind of gets you into a bunch of different little forms of ad formats that you can put out there on, on Facebook, Instagram, and so forth. Anyway, it's just been a tremendous resource for people where, um, literally the, our students have driven millions and millions of dollars by following the principles and learning from these courses. And, yeah, I, I would for sure say, uh, for people to check it out and they might even dive in and learn enough to be like, you know what? I just want to hire you guys instead. And that's fine too. It works both ways, but anyway, that's, that's our entire playbook there for people to learn from, if anyone wants to do this and hopefully it can help some companies out. Jason: [00:29:28] Awesome. And, uh, and yeah, they're not sponsoring me, but I just think what they do is really pretty amazing. So go check it out. I do have one last question, because I think that this, especially of what you guys have done with Harmon Brothers University. So a lot of people are like, well, why would you put your whole thing out? A lot of agencies think about the same thing. I look at it of going, I think it's a smart decision because everyone wants to know how, but a lot of people don't want to know how to do or to actually do it. And then the second part, I think. And hopefully, I'm not answering your, taking your thunder from this. The other part is, I bet you probably could pick like the people go through it and you're like, man, this guy is really good or this gal's really good. Let me just hire this person. Has any of that happened? Daniel: [00:30:14] Yeah, both those things we knew, we knew when we were seeing the success that we were, that people were going to copy us either way. And so we just said, why not just put it out there? And educate people on how to do it, right. That eventually some of them will come back to us and we've seen that for their own campaigns. And then I just have a little bit of the altruistic attitude and I think we, we do here internally of, you know, kind of you reap what you sell, right? If we put things out there that it'll come back to us in some positive way, even if it's not always measurable. And so I would say we haven't regretted that in the least in going that direction. Jason: [00:30:47] Awesome. Well, thanks so much for coming on the show. Lots of great takeaways and a lot of fun, making fun of each other back and forth. And if you guys enjoy this episode and you want to be surrounded by amazing agency owners on a consistent basis where we're making fun of each other, we're seeing the shit that you're doing wrong, and we can actually point you in the right direction. And you want to have a therapy group. I think a lot of it it's that so that we could feel sane and we can actually scale a little bit faster rather than have the shit between our ears, and you know, block our growth. I want you guys to go to digitalagencyelite.com. Check it out if it's right for you, do the application and maybe we'll chat and then maybe we'll see you on the inside. And until next time have a Swenk day.

Discover how Benton Crane (CEO of Harmon Brothers) discovered he had a blind spot, and how he realized the importance of having team members "show their face" when talking about politics and any other controversial subject (14 minutes). CEO BLINDSPOTS PODCAST GUEST: Benton Crane. He is the CEO of Harmon Brothers, the company behind the most viral ads in internet history. The company has been featured on The Wall Street Journal , ABC's Nightline, The New York Times, Forbes, and many more publications. The team at Harmon Brothers are the masterminds behind well-known advertising campaigns that include Squatty Potty, Purple Mattress, FiberFix, Chatbooks, Poo~Pourri and also Orabrush's "Bad Breath Test" which was such a massive success that it is now taught as a case study in business schools all over the world. Benton had success leading a team that created ads that have collectively gotten over 1.5 billion views and helped drive over $ 350+ million in sales. Awards include Ad Age Funniest Viral Video, and Unruly Media's Top 20 Most Viral Ads. As CEO, Crane believes in bringing excellence to everything he does. Starting his career as an automotive repair mechanic, he was honored as the #1 student mechanic in Utah and #2 in the nation. This knack for diagnosing and solving problems led him to study economics and data analytics. In 2011, he was hired by Deloitte in Washington DC where he served as a consultant with various clients across the national intelligence community. For more information about Harmon Brothers and Benton Crane, visit https://harmonbrothers.com/press# CEO BLINDSPOTS HOST: Birgit Kamps. She started and sold HireSynergy LLC (an “Inc. 500 Fastest Growing Private Company” and a “Best Company to Work for in Texas”), held 3 terms as a Board Member of the Gulf Coast Workforce Commission, was the Chair of the Gulf Coast Workforce Education Committee, and is currently the CEO of Hire Universe LLC. In addition, Birgit is the host of the “CEO Blindspots” podcast which was recognized in 2020 by Spotify for having the “biggest listener growth” in the USA (by 733%), and having listeners in 11 countries; https://ceoblindspots.com/

Poo~Pourri, Squatty Potty, Murphy Ladders, Camp Chef, Purple... the list of advertising successes to come out of the demented minds of Harmon Brothers may lead you to think they have the Midas touch, after all, everything they touch seems to turn to gold. Yes, even poop. What's the secret sauce to make magic ads that turn poop into gold? Check out this conversation with Daniel Harmon. ----- Links from this episode: https://harmonbrothers.com/ ----- About Our Guest: As co-founder and creative visionary at Harmon Brothers, Daniel uses storytelling, humor, and structure to create social videos that sell products. He's helped create groundbreaking ads that have collectively driven more than 1.4 billion views, over $350 million in sales, and revolutionized the way products are marketed. His portfolio includes internet advertising blockbusters Squatty Potty, Purple, Chatbooks, FiberFix, Lume, Camp Chef, and Poo~Pourri. ----- About The Host: Ken 'Spanky' Moskowitz is the founder and CEO of Ad Zombies, the go-to copywriters for businesses worldwide. With clients on every continent (except Antarctica) Ad Zombies writes words that sell anything. Spanky built his now-iconic brand from zero to seven figures by helping others with their challenges and bringing value to their businesses and lives. He's also the CEO of EntreGrow, a business built to help other business owners and leaders overcome their challenges to grow & scale. Ken personally coaches clients in his Inner Circle program. Spanky is a board/advisory member of Habitat for Humanity and a highly sought-after public speaker, a bestselling author, a father of 5, and an accidental pilot. Grab a copy of his best-selling book: Jab Till It Hurts: How Following Gary Vaynerchuk's Advice Helped Me Build A 7-Figure Brand on Amazon Connect with him @spankymoskowitz: - Facebook: https://facebook.com/spankymoskowitz - Instagram: https://instagram.com/spankymoskowitz - Twitter: https://twitter.com/spankymoskowitz - LinkedIn: https://www.linkedin.com/in/spankymoskowitz/ Need great Ad Copy, Emails, or other words that sell anything for your business? Great! Ad Zombies can help https://www.adzombies.com

Benton Crane is the CEO of Harmon Brothers, the advertising agency behind some of the most viral ads in Internet history. The Harmon Brothers team has masterminded advertising campaigns for Poo~Pourri, Squatty Potty, Purple, FiberFix, ChatBooks, and many more. The agency's advertisements have generated over 1.5 billion views and more than $400 million in revenue. Jason Portnoy is the Founder and CEO of JPORT Media, a full-service digital marketing agency that helps businesses unlock their potential online. Jason is also the Host of Perfectly Mentored, a podcast designed to be your in-pocket mentor. He has featured renowned guests such as Gary Vaynerchuk, Daymond John, Grant Cardone, Ryan Deiss, and many other legends. In this episode… What is the biggest mistake that high-growth ecommerce brands are making right now? According to advertising experts Benton Crane and Jason Portnoy, it's that many brands choose only one of two types of advertising: direct response marketing or traditional branding. Not only is this binary thinking holding you back from success, but it may actually be detrimental to your business in the coming years. With imminent changes in digital advertising and paid media as a result of iOS 14, Benton and Jason suggest that it may be time to bridge the gap between advertising that generates ROI and advertising that builds your brand. So, what exactly can you expect from the future of marketing, and how can you ensure that you stay in business when it happens? Discover what the future of digital advertising holds in this episode of the eCommerce Profits Podcast as Joshua Chin interviews Jason Portnoy, Founder and CEO of JPORT Media, and Benton Crane, CEO of Harmon Brothers. Together, they discuss the importance of mentors when building a business, how to bridge the gap between advertising for ROI and building brand equity, and what to expect from iOS 14 and other changes to paid media. Stay tuned for more!

Daniel Harmon is changing the world one story at a time as Chief Creative Officer at Harmon Brothers, the world-famous advertising agency behind ads for Squatty Potty, Purple, Chatbooks, FiberFix, and beyond. Daniel uses storytelling, humor, and structure to create social videos that sell products. As co-founder and creative visionary at Harmon Brothers, he has had the opportunity to create groundbreaking ads that have collectively driven more than 1.4 billion views, over $350 million in sales, and revolutionized the way products are marketed. He has now embarked on a new journey in original content, creating and show-running a new animated series based on the highly successful children's book series, "The Tuttle Twins," which has sold over 1 million copies world-wide. You can learn more about Daniel on LinkedIn: www.linkedin.com/in/danielharmon/ Learn more about Harmon Brothers: www.HarmonBrothers.com Subscribe, Like, and Share! Listen to Avant-Savant on your favorite listening app: Apple Podcasts: https://itunes.apple.com/us/podcast/avant-savant/id1442389133?mt=2&uo=4 Google Podcasts: https://www.google.com/podcasts?feed=aHR0cHM6Ly9hbmNob3IuZm0vcy83YjMzZmQ4L3BvZGNhc3QvcnNz Spotify: https://open.spotify.com/show/0xvlWhO21nMA01HmBeSZWC Anchor: https://anchor.fm/avant-savant Breaker: https://www.breaker.audio/avant-savant Castbox: https://castbox.fm/channel/id1487391 Overcast: https://overcast.fm/itunes1442389133/avant-savant Pocket Casts: https://pca.st/f2IE PodBean: https://www.podbean.com/podcast-detail/ecgp3-867af/AVANT-SAVANT-Podcast RadioPublic: https://radiopublic.com/avantsavant-WPBBxj Stitcher: https://www.stitcher.com/podcast/anchor-podcasts/avantsavant Mirmont: https://www.mirmont.com/podcast ABOUT AVANT-SAVANT Discover the mindset and habits of the most innovative and influential people in the world. Join award-winning filmmaker Sohrab Mirmont as he shares his wealth of knowledge, and interviews brilliant business minds, pioneering creatives, and leading authorities. Breakthrough to new ideas, and transform your life with an elevated mindset. AVANT SAVANT’s mission statement: Learn more, love more, do more. CREDITS Producer & Host: Sohrab Mirmont Sound Engineer: Bob Melanson Intro Writer: Brianna Davis For inquiries, contact us through: www.mirmont.com/contact COPYRIGHT © MIRMONT.COM

Daniel Harmon is the Chief Creative Officer at Harmon Brothers, the advertising agency behind some of the most viral ads in Internet history. The Harmon Brothers team has masterminded advertising campaigns for Poo~Pourri, Squatty Potty, Purple, FiberFix, ChatBooks, and many more. Most recently, the agency has helped take the brand Lume Deodorant from $1.7 million to $50 million in revenue. In his role, Daniel has created groundbreaking advertisements that have collectively driven over 1.4 billion views and more than $350 million in sales. In this episode… Have you ever heard of Poo~Pourri or Squatty Potty? Despite being relatively small brands (with products about poop), chances are you or someone you know have. Thanks to the powerful advertising and branding campaigns created by Harmon Brothers, these companies have become household names. So, what is the agency's secret to creating viral ads that generate massive sales? Daniel Harmon, the Chief Creative Officer at Harmon Brothers, has consistently created ads that make consumers laugh, like, share, and buy. According to him, the secret to success is incorporating the best elements of direct-to-consumer conversion with the best elements of storytelling and branding. The result: one powerful advertising format.  Tune in to this episode of the eCommerce Profits Podcast as host Joshua Chin interviews Daniel Harmon, the Chief Creative Officer at Harmon Brothers, about the secret to creating viral advertising and branding campaigns. Daniel reveals his approach to creating ads that have recorded over 1.4 billion views and more than $350 million in revenue. He also shares the brands he would love to work with and his plans for the future of Harmon Brothers. Stay tuned.

It used to be that only big companies with big budgets and professional videographers could use video for advertising. Now nearly anyone with a smartphone can make great videos, and nearly everyone has access to a high-speed internet connection and a device where they can watch videos any time. Furthermore, video is usually much more engaging than long pages of text. Because of this democratization of video, we've seen a huge tectonic shift towards video marketing. There is no other form of communication that trumps in person, face-to-face communication, but that kind of communication isn't always possible. Video is the next best option. It allows us to closely replicate face-to-face communication in many ways. We can see facial expressions and body language and bring those elements into the conversation in a scalable way. According to HubSpot, 78% of people watch online videos every week, and 55% view online videos every day. Some would even say that video is better than face-to-face communication because videos can be recorded once, uploaded to the Internet, and then be available nearly any time anywhere. This can give video communication much more reach than face-to-face communication, which is limited by our location and our time. Because of this reach and engagement of video, it is a force multiplier.  In this episode, I interviewed Benton Crane, who is the CEO of Harmon Brothers, the ad agency behind the most viral ads in internet history. In 2011, he was hired by Deloitte where he served as a consultant with various clients across the national intelligence community. He was the co-founder of VidAngel. In 2013, Benton joined the newly formed Harmon Brothers for a campaign to promote Poo-Pourri, an amazing ad that transformed the way products are marketed. Harmon Brothers went on to produce the most viral ads in internet history including Squatty Potty, FiberFix, Orabrush, Purple, and Poo-Pourri.  Success with Poo-Pourri The founder of Poo-Pourri saw what Jeff Harmon, a friend of Benton's and the future co-founder of Harmon Brothers, had done with Orabrush and reached out to him. He didn't take her seriously at the time, and she ended up sending samples to Jeff, and he really liked the samples. He called Benton, telling him that he was thinking about leaving Orabrush to do the Poo-Pourri campaign. Benton wanted to be a part of it because he had seen what they were doing at Orabrush and knew they were pioneering the future of advertising. He told Jeff to let him join up and he'd bring the data analytics side of the venture.  Benton left his stable job and moved his family across the country to work on this ad campaign. When the ad was ready, the first people he showed it to were his in-laws. They were appalled. They didn't laugh, and they didn't crack a smile. So Benton turned it off two minutes into the video, knowing that they weren't going to find it funny if they hadn't already. Luckily, the public reception was the exact opposite of how his in-laws had reacted. They ate it up and it took off like wildfire. Poo-Pourri's videos have now been viewed more than 350 million times collectively. Use Video to Tell a Story in a Unique and Approachable Way Squatty Potty was already a successful business when Harmon Brothers started doing their ad campaign; they were earning around $4 million per year. However, a large portion of their customers were women around 55 or older who had often embarrassing medical conditions. They were ashamed to talk about the Squatty Potty as a solution to their problems, and they would hide it away in the master bathroom. So Benton and his coworkers were faced with the question of how to make this taboo thing into something safe, something that could be talked about and laughed about.  They realized that in order to talk about this product they couldn't use anything real for the ad otherwise it would be seen as disgusting. So they came up with ice cream and the mythical unicorn and set it in a medieval land with a prince to further remove it from reality. They designed the unicorn to be cute and cuddly to make it approachable. In doing all these things, they took the taboo and grossness out of the subject and turned it into something funny.  After the ad went viral, their customers no longer had to hide the Squatty Potty in the master bathroom; they could put it in their guest bathroom and it would turn into a funny topic of conversation. Harmon Brothers used video to tell the story in a unique and funny way that made it safe and approachable. It massively expanded the audience of customers to whom Squatty Potty could sell these stools, and it fundamentally changed the business and the owners' lives while making customers' lives better. Pioneer the Video Ad Skip Button with YouTube More than 1.9 billion people, one-third of the internet, use YouTube (YouTube). Before Google bought YouTube, no one saw it as an advertising platform. It was just a place where people could share things like funny cat videos. Google bought it and turned it into a place for advertising. Now we can use this platform where people are finding joy to reach more customers through the ads before videos.  Around the same time Google bought YouTube, Benton's business partner, Jeff Harmon, created an ad that was about two and a half minutes long, but ads back then were either thirty-second TV ads or thirty-minute infomercials. Everyone was telling him this ad was too long, but he had an idea. He went to YouTube and said, "I want to try something out. Can you give me a skip button for this ad, so that people who want to watch the ad can and those that don't want to don't have to?" YouTube agreed to test this out, and they built in a skip button. This idea completely revolutionized the way we do ads. Don't Rely on Virality The Harmon Brothers are known as the viral video guys, but really only a handful of their videos have gone viral. If you look at all the different variations of the Squatty Potty video, it has been viewed about 300 million times. However, it probably would have reached only ten to fifteen million views if they had just put it out there and relied on the virality of it. The Harmon Brothers rely on a formula that says if their clients spend a dollar to drive advertising to this video, they should get back two dollars in revenue. It becomes a machine: money in, revenue out, at the same time generating awareness for the company. They can use that machine for weeks, months, or years to drive business results and awareness. This advertising model is how the Purple mattress video has been viewed over 500 million times, while never going viral. If we can get our ROAS (return on ad spend) to be double or triple what our advertising cost is, then we really don't have an advertising budget. We can have an almost unlimited advertising budget because we know that for each dollar we spend we get our money back and make a profit. Building an Effective Video Script An effective script will have all the elements of a great sale: a hook, problem, solution, and call to action. It will build credibility, overcome concerns, and finish with another call to action. The hook is very important; 33% of viewers will stop watching a video after 30 seconds, 45% by one minute, and 60% by two minutes (Ad Age).  The Harmon Brothers teach how to do research and behind the scenes work to make sure the right pieces end up in the script. The way to make sure the script is really effective is through research. We can ask ourselves, “What part of my message is it that really resonates with my audience?” Once we know the answer we must make sure the script focuses on the parts that resonate.  “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” -Peter Drucker, management consultant, educator, and author Focus Our Time on Things We Love One day when Benton was in high school, he was venting to his dad about how he wasn't finding school fulfilling. He felt like he was wasting his time and that high school was just daycare for teenagers. He wanted to be doing something more, something that he cared about. Benton expected his dad to say, "Stick it out. School is important," but his dad didn't. He said, "If you've got a problem with it, do something about it. If you don't like school, leave. Go do something better."  His dad's answer was like a slap across his face that woke him up. He started questioning what he wanted to be doing with his life, and the answer he came to was cars; working on cars was the thing in his life that he was most passionate about. He was always buying old cars, fixing them up, and selling them. He read every issue of Motor Trend magazine from cover to cover because he loved cars.  So Benton dropped out of high school and enrolled in the automotive repair courses at a local college. He absolutely loved it there. A professor saw his passion and urged him to compete. Benton did, winning at the school level, then the state level, and eventually they sent him to Kansas City where he took second place at the national level. From an outside viewpoint dropping out of high school seemed like throwing away a great opportunity and promising future and pursuing a dead-end career in repairing cars. In reality, though, instead of just going through the motions, he was pursuing his passion that was lighting a fire in him and causing him to excel. Key Takeaways Here are some of my key takeaways from this episode. Video marketing is a massive tectonic shift, and a huge opportunity for our businesses if we leverage it effectively. We may consider using video to tell the ad's story in a unique and funny way that makes the product or service safe, fun, and approachable. Try to create a viral ad, but don't rely just on virality. Instead, try to create an advertising money machine that earns you a profit on each dollar you spend, and gives you an almost unlimited advertising budget.   Ask “What part of my message is it that really resonates with my audience?” Make sure the script focuses on the parts that resonate. Focus your time on the things you love, and your chance of excelling will increase.  Want to be a Better Digital Monetizer? Did you like today's episode? Then please follow these channels to receive free digital monetization content: Get a free Monetization Assessment of your business Subscribe to the Monetization eMagazine. Follow the Monetization Nation Blog. Join our private Monetization Nation Facebook Group. Subscribe to the Monetization Nation YouTube channel. Subscribe to the Monetization Nation podcast on Apple Podcast, Google Podcasts, Spotify or Stitcher.  Connect with Nathan on Linkedin.  Follow Monetization Nation on Instagram.  Follow Monetization Nation on Twitter. Challenge If we desire monetization we have never before achieved, we must leverage strategies we have never before implemented. I challenge each of us to pick one thing that resonated with us from today's episode and schedule a time this week to implement it to help achieve our monetization goals. Share Your Story Do you have any tips and tricks about successful video marketing?  Please join our private Monetization Nation Facebook group and share your insights with other digital monetizers. Read more at: https://www.monetizationnation.com/7-video-marketing-secrets-from-one-of-the-creators-of-an-ad-with-300-million-views/  

Digital Selling Secret host Gary L. Dennis interviewed Benton Crane in this episode. Benton is the CEO of Harmon Brothers. Harmon Brothers is known for their viral ads. Their ads have included products such as Poo-Pourri, FiberFix, Lume, Purple, and more. They include humor in their advertising and have reached millions of people. We had an in depth discussion about branding vs direct selling, both at a corporate level and a personal level. If you are interested in growing your corporate brand or personal brand and increasing sales, this episode is for you.

Digital Selling Secret host Gary L. Dennis interviewed Benton Crane in this episode. Benton is the CEO of Harmon Brothers. Harmon Brothers is known for their viral ads. Their ads have included products such as Poo-Pourri, FiberFix, Lume, Purple, and more. They include humor in their advertising and have reached millions of people. We had an in depth discussion about branding vs direct selling, both at a corporate level and a personal level. If you are interested in growing your corporate brand or personal brand and increasing sales, this episode is for you!

Scott Petersen is the Executive Director for The Rollins Center of Entrepreneurship and Technology at Brigham Young University (BYU). The center has been ranked in the top five for entrepreneurship by the Princeton Review for the past 10 years, and this past year, they ranked number 3.  The Rollins Center has helped hundreds of students launch products and scale innovative ventures. Although they have found success with dozens of huge software companies that have sold for billions of dollars, Scott and his team have helped brands like Fuse, Myostorm, Owlet, FiberFix and others, some of which have got to the point where they're selling thousands of units per week. Scott is also a published author, an award-winning mentor, and a friend.  In this episode… According to Scott Petersen, building a company requires an entrepreneur to look at so many factors in order to get to his desired end result which is to have an established brand in a rapidly growing market. You have to look at sales, marketing, branding, administration, finance, and a whole bunch of other things to make sure that things are going as planned. And the one thing that business owners should never miss doing is to highlight what sets their product apart from others. Scott Petersen of The Rollins Center of Entrepreneurship and Technology at BYU says that for a business to thrive and survive, it actually needs to get to know its competition, its market, and the things that make customers tick. Because catching customer interest is one thing, keeping them hooked is quite another. Join Eric Stopper in this episode of the Buy Box Experts as he talks to Scott about how to run a successful business both on and off of Amazon, the strategy he used to to make his company grow to over $35 million in less than five years, how he manages customer feedback on Amazon, and how he validates whether a new business or idea or product is good enough for launch. Stay tuned.

He is one of the creators of the internet's best ads such as Squatty Potty, PooPouri, Purple Mattress, Chatbooks, Lumi, Fiberfix and more. We go in depth about why flippers need to have some marketing savy, and skills.... Just because you know how to rehab a home doesn't mean you know how to market it. Its a great podcast, please let us know how you like it, give us a rating and if yo like what you hear, please subscribe and share with your friends and colleagues!

In this week’s episode of the Engage Video Marketing Podcast, we’ll be diving into how humor and storytelling can have an impact in video marketing and in your business. My guest in this episode is Benton Crane, the CEO of Harmon Brothers, an ad agency behind the most viral ads in internet history which includes Squatty Potty, FiberFix, Poo-Pourri, and a lot more. Support this podcast

What's the difference between a viral video campaign that gets millions of views, shares, and likes and an equally valuable one that languages in the backwaters of YouTube? Daniel Harmon is the co-founder and the creative visionary of the Harmon Brothers. You may not have heard of the Harmon Brothers but they're a big deal. The agency has delivered over 1.4 billion video views—that's B, billion—with over $350 million in consequent sales to their client lists which includes brands like Squatty Potty, Purple, Chatbooks, FiberFix, and Poo-Pourri. On this episode number 194, Daniel will reveal the Harmon Brothers' unique approach to a viral video, which has been so successful that they've launched online courses teaching their techniques at the Harmon Brothers University, and published a book explaining their methods, From Poop To Gold. If you've ever wondered if there's a proven formula for creating a viral ad, stick around because you're about to learn from someone who's basically unlocked the secret to success with a viral video and bottled it.

Daniel Harmon is the co-founder and creative visionary at Harmon Brothers - where they use storytelling, humor and direct response to create social videos that sell products. They are behind some of the most viral ads and have collectively driven more than one billion views, over $300 million in sales, and revolutionized the way products are marketed. They have created Internet advertising blockbusters including Squatty Potty, Purple Mattresses, Chatbooks, FiberFix and Poo~Pourri to name a few.  Here’s a glimpse of what you’ll learn: [1:40] Jeremy introduces his guest, Daniel Harmon. [3:20] Daniel talks about growing up in a large rural family. [7:30] How did Daniel get involved with home security sales? [11:30] Learning to market to a larger audience. [16:00] How the Harmon Brothers got started. [24:20] Working with the folks from Squatty Potty. [29:15] How Daniel and his team create captivating videos. [34:00] Creating a good call to action. [37:50] A low moment in business for Daniel. In this episode… Why do some messages really connect with an audience while others fall flat? What does it look like to test your message before you broadcast it? On this episode of Inspired Insider, you’ll hear from entrepreneur and innovator, Daniel Harmon. In his conversation with Jeremy, Daniel opens up about growing up in a larger rural family, how he got involved with sales, what led him and his brothers to create Harmon Brothers, challenges they’ve faced along the way, and much more. If you want an inside look at how to form the right type of marketing messages - this is the episode for you! You’ve heard it said that necessity is the mother of invention - that was true in Daniel Harmon’s case! Growing up in a rural community and with a large family, Daniel and his brothers did whatever they could to make money. This entrepreneurial spirit drove the Harmon brothers to take their potatoes across state lines to sell door to door. What started as a whim ended up as a profitable business venture. This small taste of door to door sales helped shape Daniel’s career ambitions - he knew that he wanted to take this talent to a larger scale. You might be wondering - how did Daniel and his brothers go from selling potatoes to creating funny and effective marketing videos? The answer is - sort of by accident. Daniel’s brother was in a marketing class at Brigham Young University when his professor decided to have him try marketing a product on a whim. This freedom to create a fun and engaging video opened the creative floodgates for the Harmon brothers. Soon they had real data and evidence that their messaging and humour worked for selling products. It wasn’t all smooth sailing from that point - they had many challenges to face and lessons to learn before they would become the marketing powerhouse they are today. Finding initial success with their work on Orabrush’s marketing - the Harmon brothers decided to try their hand at a new product - the Squatty Potty. Since they had already worked as an “In-house” advertisement team, they thought they’d do the same with Squatty Potty, but that wasn’t the case. Instead, Daniel and his brothers had to come up with an Ad agency of their own - thus - the Harmon Brothers began. It doesn’t sound that unique or original, but that’s OK! You don’t need a splashy name when your work speaks for itself! You can head over to their website to learn more about their story. At the heart of Daniel’s story with his brothers is the idea of testing and adjusting your messaging to connect with others. What good will your well-polished message do if it fails to connect with your target audience? The Harmon Brothers’ approach works because it’s fun - doesn’t take itself too seriously - and it’s tested! You can search all you want for the “Secret sauce”, but the truth is - Daniel and his brother's test and adjust their message relentlessly until it hits the target. Don’t get stuck pushing the same dull message! You can learn how to improve your messaging game by learning at the Harmon Brothers Unviserity! Resources Mentioned on this episode From Poop to Gold - Podcast From Poop to Gold - Book Write Ads That Sell - Harmon Brothers University Harmon Brothers This Unicorn Changed the Way I Poop - #SquattyPotty Intro Music by Kidd Russell   Sponsor for this episode Rise25’s mission is to connect you with your best referral partners and customers. We do this in 3 ways… Our Done for you Media - We help your company completely run and launch your own podcast. we distribute your show across more than 11 different channels including a dedicated blog post and social media. You simply show up and talk and we do everything else. Our team has been working with podcasters since 2009. I personally credit podcasting as the single best thing I have done for my business and my life. It has allowed me to connect with the founders/ceo’s of P90x, Atari, Einstein Bagels, Mattel, Rx Bars, and many more. Besides making best friends and finding my business partner..podcasting has led to relationships with countless customers and referral partners. Our Done for you Lead Generation- We manually send a consistent flow of customized outreach messages to your ideal clients and referral sources that you want to connect with to generate more business and clients - this is not paid traffic by the way. Our Done for you VIP Events - We do live in-person VIP Days and receptions. These are 100% outsourced VIP days for software companies and conference organizers so we can help you serve your highest level customers.  It may or may not involve Elvis costumes - See video Rise25 VIP Days have a proven track record of helping companies to get more referrals, increase retention with their VIP customers, and get more engaged new customers without adding extra work to that company’s plate. Rise25 has hosted VIP events in cities such as Austin, Chicago, Santa Barbara, San Diego, New York, Sonoma, and Las Vegas to name a few. Since these each require a lot of humans to do the work we have limited bandwidth and only want to work with the right company. so if any sound interesting to you go to Rise25.com and contact us or email support (at) rise25.com. If your company wants to attract and connect with your highest level customers and referral partners then you can learn more and contact us to find out if your company qualifies at Rise25.com. Rise25 was cofounded by Dr. Jeremy Weisz and John Corcoran.

Daniel Harmon is the co-founder and creative visionary at Harmon Brothers - where they use storytelling, humor and direct response to create social videos that sell products. They are behind some of the most viral ads and have collectively driven more than one billion views, over $300 million in sales, and revolutionized the way products are marketed. They have created Internet advertising blockbusters including Squatty Potty, Purple Mattresses, Chatbooks, FiberFix and Poo~Pourri to name a few. Here’s a glimpse of what you’ll learn: [1:40] Jeremy introduces his guest, Daniel Harmon. [3:30] How Daniel and his brother create captivating videos. [8:20] Creating a good call to action. [12:15] A low moment in business for Daniel. In this episode… What does it take to make your business stand out by grabbing attention on the marketplace? Should you just go for shock value, or is there a better approach? On this episode of Inspired Insider, you’ll hear from innovator and business leader Daniel Harmon. In his conversation with Jeremy, Daniel opens up about how he and his brother create captivating videos, what it takes to create a good call to action, challenges along the way, and much more. If you want to know how to stand out in a crowded field - this is the episode you don’t want to miss! When you think about some of the most successful and attention-grabbing marketing campaigns, you usually don’t think of the whole testing process. Did you know that testing and adjusting based on audience feedback is a critical aspect of grabbing attention? Think about all the money that was wasted on Super Bowl ads last year because they failed to test their content with actual customers! Don’t let your messaging come across as boring and flat - learn how to seek feedback and adjust your approach accordingly. Make sure to check out the link to Daniel and his brother’s website located in the resources section at the end of this post. Grabbing attention won’t do you any good if your target audience doesn’t know what you want them to do afterwards. Imagine watching a funny and engaging video that leaves you wondering - what was the point? That is the wrong message to send to your prospective customers! If you want to reach the right audience - you’ve got to be willing to make the ask and help them get there. It might be worth it for your business to try giving away samples or connecting your offer with a money back guarantee. The saying holds true - if you want something you've never had, you must be willing to do something you've never done. Resources Mentioned on this episode From Poop to Gold - Podcast From Poop to Gold - Book Write Ads That Sell - Harmon Brothers University Harmon Brothers Intro Music by Kidd Russell Sponsor for this episode Rise25’s mission is to connect you with your best referral partners and customers. We do this in 3 ways… Our Done for you Media - We help your company completely run and launch your own podcast. we distribute your show across more than 11 different channels including a dedicated blog post and social media. You simply show up and talk and we do everything else. Our team has been working with podcasters since 2009. I personally credit podcasting as the single best thing I have done for my business and my life. It has allowed me to connect with the founders/ceo’s of P90x, Atari, Einstein Bagels, Mattel, Rx Bars, and many more. Besides making best friends and finding my business partner..podcasting has led to relationships with countless customers and referral partners. Our Done for you Lead Generation- We manually send a consistent flow of customized outreach messages to your ideal clients and referral sources that you want to connect with to generate more business and clients - this is not paid traffic by the way. Our Done for you VIP Events - We do live in-person VIP Days and receptions. These are 100% outsourced VIP days for software companies and conference organizers so we can help you serve your highest level customers.  It may or may not involve Elvis costumes - See video Rise25 VIP Days have a proven track record of helping companies to get more referrals, increase retention with their VIP customers, and get more engaged new customers without adding extra work to that company’s plate. Rise25 has hosted VIP events in cities such as Austin, Chicago, Santa Barbara, San Diego, New York, Sonoma, and Las Vegas to name a few. Since these each require a lot of humans to do the work we have limited bandwidth and only want to work with the right company. so if any sound interesting to you go to Rise25.com and contact us or email support (at) rise25.com. If your company wants to attract and connect with your highest level customers and referral partners then you can learn more and contact us to find out if your company qualifies at Rise25.com. Rise25 was cofounded by Dr. Jeremy Weisz and John Corcoran.

On today's podcast Seth speaks to Daniel Harmon of the Harmon Brothers and CEO Benton Crane discuss the Company’s history, the secrets to creating viral ads and the three C’s: the principals for their success. The Harmon Brothers is a marketing firm based in Provo, Utah, that has a history of making viral advertising videos. Founded by brothers Daniel, Neil, Jeffrey and Theron Harmon and CEO Benton Crane, the company creates marketing campaigns that are usually the length of an infomercial — but with a distinct sense of humor. Their campaigns for Squatty Potty and the Purple have more than 100 million views. They have also created campaigns for Poo-Pourri, FiberFix, Camp Chef and several others. Since then, the company launched the Harmon Brothers University where through online courses, Daniel Harmon and Lead Writer Dave Vance share their insight on how to create successful marketing videos. With writer Chris Jones, they also co-wrote the book From Poop to Gold: The Marketing Magic of Harmon Brothers that “reveals the behind-the-scenes magic including their innovative business model [and] one of the biggest secrets behind their success”. Learn more about the Harmon Brothers here, www.HarmonBrothers.com Learn more about your ad choices. Visit megaphone.fm/adchoices

    There are specific differences in value between physical versus digital products...   I want to show you the benefits of both and how I combine physical and digital products to increase my average cart value significantly.   This teaching comes directly from my Live Event, OfferMind   Over the years, I’ve coached thousands of people and gradually, I’ve discovered holes in the status quo of what’s delivered... versus what it actually takes to be successful.   I created OfferMind to fill in all the holes that I've seen from my (kinda unique) position.   The next OfferMind is coming up this fall on September 2nd - 3rd.     Russell is keynoting (which is very very exciting). He’ll be speaking on the last day. I'm gonna try to get a few other heavy hitters as well. It's gonna be awesome!   To join me and Russell, go to OfferMind.com to get your ticket.   HACKING VALUE   I want to show you one of the easiest ways to increase:   How much money people spend with you How much money you get to keep   ...sound good? Let’s do this! If you look at a lot of the funnels that we create around low-end free plus shipping products…   For example, A BOOK.   A lot of times, a funnel starts with a physical product and then progresses to digital products as the funnel continues.   There's a VERY good reason for this strategy, and that's what I wanna teach you about here because...   It's one of the easiest ways to:   Create a lot of income very quickly Get a lot of eyeballs/ customers that are very excited Get a lot more money in the door than your spending on ads   PHYSICAL PRODUCT VS  DIGITAL PRODUCTS   There’s a beneficial relationship between physical and digital products, (and to state the obvious) they're not the same and they don't serve the same purpose.   My point is that whether you're in the e-com or the info product space, adding some products from the other side of the fence is one of the fastest ways to get A LOT of extra cash in your pocket…   I’m gonna ask you a few questions here:   Q: What's the benefit of an info product?   A: We did the numbers on my info products, and they have like a 98% margin. The margin is huge. *HUGE* (all caps)   Q: What's the benefit of a physical product?   A: It's tangible. It can be touched. The Perceived Value is High. Your customer’s mind will be getting the anticipaton of a dopamine hit as soon as they place their order. “I'm gonna hold it soon.” “Oh, imagine what it's gonna be like whan I have...” “What'll it feel like using it …. doing it…. driving the vehicle…” (whatever it is the thing is).   Physical products have a gigantic emotional advantage over digital. However, it's the exact opposite when it comes to the margins.   Info Products = very low perceived value.   Why?   The perceived value of an info product is typically low because the customer knows that it just takes an email to fulfill it...and it's probably already made.   So while the perceived value of your info products is inherently low, the margins are huge. BUNDLE YOUR PRODUCTS   On all of my webinars, I ALWAYS ship an awesome physical product EVEN THOUGH it's mostly a digital thing. When people show up they get a t-shirt. I do the exact same thing at my live event too.    There's a physical thing that they're gonna be able to:   See Hold Touch Taste   …(whatever it is), actually in existence.   BUT...   My actual profit comes from INFO… because it cost almost nothing to fulfill on.   A lot of times, on free plus shipping offers, we lead with a physical product…   For Example, A Book:   Low Cost Low Price High Circulation High Perceived Value   Here’s another question for you…   Q: With all the upsells, what have you noticed?   A: They're mostly all info!   Sometimes we’ll do MP3 players and things like that, but usually NOT. It's usually straight info.   We know that a percentage of people will buy.   After the first “Yes,” the second “Yes” is so easy... waaay easier.   So don't mess around with the first “Yes.”   Get the first “Yes” quickly by selling the high perceived value product that's (a lot of times) physical.   ADDING PERCEIVED VALUE   So a lot of times, in my offers, I’ll add a physical product to increase perceived value.     My Funnel Stash, I ship out a whole bunch of stuff; even though most of it's digital.   For Secret MLM Hacks, I ship out a lot of stuff when people buy … even though it's mostly digital.   That’s a huge hack to the game right there. It’s MASSIVE.   So with your info product, I would bundle up a whole bunch of physical stuff to increase perceived value.   Q: But how do you use info products to increase the perceived value of a physical product?   A: By answering the questions the arise from the purchase of your product.   For Example:   What questions would you have if you bought a whole lot of healthy chocolate? (Besides, Am I kidding myself?”) ;-)   “How do you keep it?” “How much can I eat?” Different recipes   So what if you had a whole bunch of info products that explained that?   And guess what?   You don’t even have to make the info products yourself!   Instead, just interview people who love making fake chocolate recipes and have them create a video for you. It scratches their back and it scratches yours.   You could go interview a few health coaches, and have them add in their stuff... and BAM! $197 upsell that’s just boosted your average cart value like crazy!   You’ve created a high perceived value thing, (not as high as physical), but MASSIVE margins on the backend.   I do that a lot now for that exact reason.   ADDING MORE VALUEThe relationship between physical and digital is something that I'm always looking at when I'm creating offers.   There wasn't a lot of stuff I had to add to my 30 Days offer to make the perceived value go sky high after I added in my OfferMind Event. Why?   A physical event created HUGE perceived value! Waaay more than a 100 bucks the offer cost…   I didn't have to go add in all this other stuff…   Stack Stack Stack Stack Stack   ...just to boost the perceived value!   I could tell from the comments. People were like; “Oh my gosh, a two-day event!” I couldn't even read them fast enough.   In an hour there were 700 views that had been shared like all over the place. I was like, “Sweet, you all just marketed for me!” Dunso, right!   The product wasn’t made at the time, but it still increased the perceived value.   I'm ALWAYS looking to see what perceived value/ perceived relationships I can leverage.   SELLING WITH BULLET POINTS   Q: How much sales copy is on Amazon?   A: Like, NONE!   There are bullet points, but there's no sales letter on Amazon. Why? Because Perceived value is huge: “I'm gonna hold it. It’s gonna show up in the mail.”   Anticipation is a huge tool.   That two-day free shipping! It’s just short enough to increase anticipation and just long to bother you…. You know it's coming and that ten bucks for the jump rope starts to play with your mind...   You're like, “I can imagine myself. Mm-hmm, I'm Rocky, baby!”  And you totally mess with your identity.   You start justifying the purchase to yourself because of who you want to be…   “I'm Steve Larson. I've got a beard, baby. I'm tough!”   We all do that with every product we buy...   And your customer wants that experience when they buy your product too.   So when you look at the relationship between perceived value, price, and actually holding, tasting, and anticipation that it will show up.   Your customer wants the excitement.*GIVE IT TO THEM*   PRODUCT MARKETING JCPENNEY STYLE   JCPenney is one of my favorite case studies ever. It's one of my favorites from College.   The guy who created the Apple store and the genius lab was hired by JCPenney’s.   The Apple store was such a huge hit, and JCPenney’s were like, “Holy crap! What if our store experience was more like what Apple’s got going on?”   So they hired the Apple guy, and said: “Do the same thing over at JCPenney.”   The first thing the guy did was start gutting stuff. He made it look like an Apple store. It didn't look like a JCPenney anymore; it looked like an Apple store.   He said to the customers:     “Hey, you know mark our prices up and then give you coupons to knock it back down to the original price. You're a smart consumer, so we're not gonna do that.” Instead of $9.97, it's gonna be  $10 because we don't wanna insult your intelligence.” He stopped sending out the discount mailers.   Q: What happened?   A: A fourth of JCPenney's’ stock price plummeted the next quarter. Just, BOOM! SLAM!   Now let me ask you a question…   Q: What did the Apple guy kill?   A: The fun of buying. He got rid of it.   People want the anticipation. They wanna play with the perceived value.   We all do that stuff though...   I buy the products because it represents me... NOT because of the price. We ALL do it... whether or not we wanna admit it or not.   So look at the relationship between:   Price Value Anticipation Physical products Digital products   ... these are all mechanisms you can play with and leverage.   You need to ask: “How can I increase the potential average cart value of my funnel by increasing the perceived value?”   THE FIBERFIX FUNNEL FibreFix and The Harmon Brothers came to Russell and asked for help.   I was like, “No way! Dude that's awesome!” Russell goes: “Yeah, they said if we help them they'll help us, and maybe we can do a viral video.”   … and that’s how the viral video idea started and we got to do a cool project with FiberFix.   FiberFix was selling all of their stuff on Shopify…   So... here’s another question for you…   Q: What's the potential cart value of something on Shopify if it's $7.95?   A: Yeah, $7.95. You can't go up anymore. There's no upsells. Potential cart value is capped at $7.95. It's not a funnel, it's a website. That's why websites suck.   Shopify even says on their own blog that you need a sales funnel if you want to sell a lot. They even name ClickFunnels. It's crazy.   So we left FibreFix on Shopify, but we needed to increase the potential average cart value... A LOT!   So instead of just being able to buy one product…   We built a funnel where you could buy one, two, three, four, five or ten products from the get-go. We did a bump for $10. We did another upsell that was like $47. There was another $97 thing.   We increased the potential average cart value up to like $900!   AVERAGE CART VALUE & HUMAN NATURE   Q: Do you know what happens when the option to by more is is there?   A: Some people start to take it!   We started to look at the stats; money coming in, average cart value, cost to acquire, (all that stuff) to see the difference between what was coming in from:   Amazon Potential Cart Value = $7.95 Shopify Potential Cart Value = $7.95 ClickFunnels Shopify Potential Cart Value = $$$ *HUGE*   (It think it was a $25 product actually... anyway, the principle is the same.)   Shopify and Amazon couldn't go any higher, but on ClickFunnels the potential cart value was huge.   We looked at the numbers, and, yeah, most people bought 1 product, but there a percentage who bought more:   10% = bought 2 8% =   bought 3 5%  = bought a HUGE amount A few bought 100.   Wow!   Q: Do you have to pay for and purchase that customer again?   A: No… it’s Pure profit!   That's how you wreck the game!   The same principle is true when you create a core offer:   Adding physical products will drastically increase the perceived value… when you bundle in info products that are easy to fulfill on.   Info products are still huge value... it's just hard for people to imagine it.   That's why we'll put things into a CD... or a massive spread of CDs and product boxes… even if it's not coming packaged like that…. it people start to experience the product in their head.   CHANGE YOUR LIFE… THEN THE WORLD   When you pick which products you’re going to sell be methodical about what you choose... we're talking lifestyle business…   I'm NOT talking change the world business, yet.   I fully intend on changing the world. It took me a long time to say that comfortably. I want to change the world.   In the beginning, it was me figuring out something with enough zeros behind it... where the market expected to spend a lot of money.   So that I didn't have to stand up and say, “Hey, this is gonna be challenging for you to get this. You gotta spend $100 000 for this little supplement pill.”   Internally people are like: “What?”   I don't wanna have to battle that…(and neither should you).   So instead, chose markets where there’s capacity for:   High Perceived Value Massive Anticipation Easy Fulfilment Physical & Digital Bundles   … you’ll make your life easier and your wallet fatter!   BOOM!   Until Next Time - CAPITALIST PIG, BABY!   If you're just starting out you're probably studying a lot. That's good. You're probably geeking out on all the strategies, right? That's also good.   But the hardest part is figuring out what the market wants to buy and how you should sell it to them, right?   That's what I struggled with for a while until I learned the formula.   So I created a special Mastermind called an OfferMind to get you on track with the right offer, and more importantly the right sales script to get it off the ground and sell it.   Wanna come?   There are small groups on purpose, so I can answer your direct questions in person for two straight days.   You can hold your spot by going to OfferMind.com.   Again, that's OfferMind.com.

The Harmon Brothers is a marketing firm based in Provo, Utah, that has a history of making viral advertising videos. Founded by brothers Daniel, Neil, Jeffrey and Theron Harmon and CEO Benton Crane, the company creates marketing campaigns that are usually the length of an infomercial -- but with a distinct sense of humor. Their campaigns for Squatty Potty and the Purple have more than 100 million views. They have also created campaigns for Poo-Pourri, FiberFix, Camp Chef and several others.  Since then, the company launched the Harmon Brothers University where through online courses, Daniel Harmon and Lead Writer Dave Vance share their insight on how to create successful marketing videos. With writer Chris Jones, they also co-wrote the book From Poop to Gold: The Marketing Magic of Harmon Brothers that “reveals the behind-the-scenes magic including their innovative business model [and] one of the biggest secrets behind their success”. In this Podcast, Daniel Harmon of the Harmon Brothers and CEO Benton Crane discuss the Company's history, the secrets to creating viral ads and the three C's: the principals for their success. For more show notes, visit www.allanmckay.com/181/.  

Boom, what's going on everyone. It's Steve Larsen - This is Sales Funnel Radio...   And today we're gonna talk about how to acquire a mass of qualified customers.   I've spent the last four years learning from the most brilliant marketers today. And now I've left my nine to five to take the plunge and build my million dollar business.   The real question is, how will I do it without VC funding or debt, completely from scratch? This podcast is here to give you the answer.   Join me and follow along as I learn, apply and share marketing strategies to grow my online business. Using only today's best internet sales funnels.   My name is Steve Larsen and welcome to Sales Funnel Radio.   What's up, guys? Hey, today, I'm actually going to toss in another recording from the Science of Selling Online Facebook group.   I was reading from a book, showing them strategies from these various books.   Not only how to acquire a mass of qualified customers, but when to acquire them.  At what stage in your business it's important to do so and when is it not.   When's the best time to actually go try and get a huge amount of customers? There is a time to do that and a time not to.   You might be thinking, "Stephen that's stupid, why would you not just want tons of customers?"   There's a lot of reasons why you should and why you shouldn't do that.   In this episode, I'm actually gonna cut straight over to a Facebook live, but watch carefully because I'm using the very same strategy inside my business right now.   I've created the main product for my business, so now that it's there, what front ends do I create to amass a huge list of qualified buyers, not just random people?   Anyways hope you enjoy this, we'll cut over to the episode now. Talk to you guys later, bye...   What's up. How's it going, everybody? Hope everyone is doing fantastic! I need to be asleep right now but... you know, some nights I just can't get relaxed.   Yes, I wear glasses. I've had glasses and contacts since second grade. My eyes are terrible.   I barely made it into the army - my eyes are so bad that I'm only a few points away from not being allowed to join... like isn't that funny?   So anyway, yes I'm wearing my glasses right now. And I have been jumping on my tramp right there and listening to music and thinking a lot.   I don't know why, but every once in a while, I just get in these zones where I just walk around, and I can tell that to everyone I kinda seem like a zombie - you know what I mean?  My head's just spinning going through tons and tons of scenarios; it's fun. I absolutely love it. It’s like a Beautiful Mind, "vroo, vroo" all over the place.   I wanted to share a lesson with you guys real quick - because it's actually something that I'm doing right now. It's something that I taught a solid six-seven months ago. And it's interesting; what's happened.   *REPLYING TO FB COMMENTS* “What's up guys, how's it going Ross? "Like your glasses, the real you." "Yeah, yeah, right. I cannot wait to get LASIK...   I was at the eye doctor a little while ago, and he told me that I have clinically large eyeballs. I was like, "Oh. It's not like I can do anything about it. Thanks for making me self-conscious for the rest of my life!"   I want to share with you guys something that you need to understand.   We talk all the time about going at the core of the value ladder, right! That is the place where you start your products.   You start your business at the core of the actual value ladder. The reason why is because everything else kind of spiders out from there. What I want to do is - I want to tell you why. I wanna tell you why everything spiders away from the core of the value ladder... it doesn't have to do with creating the back ends.   The market's gonna tell you what to do, all that because yes, yes, yes, yes, but another big reason has to do with one of the principals from the book, Ready, Fire, Aim.   I was flying back home from speaking at an event in January, and I ended up doing a few Facebook lives in the airport, and one of them was about this very principal right here. It has more to do with the way the cash actually moves inside of the business.   A little while ago, a customer was frustrated, and she came up to me, and she said "Hey, do I really need to go create products? Do I really need to go make..." Anyway, she was being whiny.   And what I said to her was "Look, a customer is purchased regardless. You will buy a customer whether or not you want to. There's a cost to it."   Most of the time when we think of average cart value and cost to acquire,  those are the only two numbers that we really care about in a marketing funnel.   However, cost to acquire we typically always assume means money. It actually can mean time as well.   So what I want to do real quick is, I want to talk real fast about the realities of what it actually means to acquire a customer. And when it's best to go and... Let me step back.   There's a thought; I keep trying to get it out for you guys, so you understand what I'm trying to go for...   Somebody was probing me, they're like "Stephen, why has your funnel not hit passed a million bucks already?" And I said, "It's because it's not scalable yet." And they're like, "What do you mean?"   There is a podcast episode coming out about this soon. I "out-revenued" the systems in my business. Does that make sense? My revenue was growing faster than the business.   This has happened multiple times; I would build a freaking awesome funnel, then we put it out there, we'd launch it:   Day #1: They're excited. They're like, "Oh my gosh, this is so cool. Look at all these sales coming in!"   Day #2: They're like, "Wow, that's a lot of sales!"   Day #3: They're like, "Turn it off, turn it off, you're going to bankrupt us!"   I remember the first time that ever happened to me, it was well before I ever worked for ClickFunnels. And this company, I almost bankrupted them.   And I was like, "What? That doesn't make any sense?  I've never met anyone ever who wants fewer sales!" I didn't understand what happened until later on when I was working for ClickFunnels.   I was sitting next to Russell, doing all this stuff. He and I were building a funnel for FiberFix, and the exact same thing happened. We basically, two and a half, 3x-ed their revenue in a couple days. It was like "BAM!" Really fast. Same story:   Day #1: "Wow!"   Day #2: "Whoa!"   Day #3: "Stop, turn it off, or you were gonna bankrupt us!"   I was like that's so weird. And I don't know why but until that time.... I mean, I knew that funnels weren't businesses. A funnel is NOT a business, right? Funnels are not businesses. A funnel is a way to sell stuff, right?   I am a master at the funnel building side, however, I know I'm not a master at the building the business side. I've had to learn that stuff as I go along - because my revenue was outpacing my business.   So let's go back. Let's think about this; when we think about "cost to acquire," there are multiple costs to acquire:   #1: There's a cost to acquire as far as money goes.   #2: There's a cost to acquire as far as time goes.   If you're not willing to pay ads to acquire a customer, you're gonna pay with your time, right?   I'll go do that with my podcasts, right? That's one way I'm purchasing a customer with my time.   I don't like doing methods where I have to do the same strategy over and over and over again; meaning, I'm not good as the guy who's like gonna spend time doing the same pitch to tons of people. I'd rather do the pitch one time, and automate it through a funnel to leverage my time that way.   #3: There's also a cost to acquire as far as your business goes and the stress that causes on the actual structure that you've built.   If you don't have a structure  - if every single support ticket is different - If you handle a support ticket differently every single time...   If you handle a customer complaint differently each time...   If every time somebody purchases from you, it's a different scenario every single time...   YOU'RE GONNA DIE!   That's part of the stuff that I was running into the first three months of this year.   I was selling, selling, selling, selling, selling.   I did over 200 grand real fast, bam, real quick.  I was kinda the sole operator, and everything slowed down. I was like,"What's happening? Holy crap, a lot more people still want this thing, how come I can't push it forward even harder? How come I can't... "   I had to step back.   And while I'm a funnels guy, I needed to become a business systems guy too.   And so what I've been doing a lot lately; I’ve been setting up systems that allow my funnel and my revenue to become scalable.   We're just about hitting that point right now.   We just tested this SLO, it's doing really well. It's converted, last I checked,  around 15%, which is great. That's great for a self-liquidating offer for a webinar. It's good enough anyway - at least to take the edge off. It's going good, going really, really well.   What I wanna do real quick is I want to, first of all, put my glasses on, 'cause I really can't see you guys. My vision is that bad. What I wanna do real quick though, is I wanna read to you why this happens.   I'm at this phase right now... I wanna show you guys one thing real quick here. I do not regret building it the way I have. I don't believe you're an entrepreneur if you don't go actually create something of value.   Like, alright there are business owners, and then there are entrepreneurs. They're not necessarily the same thing.   A business owner comes out of college, "Hey, I'm gonna go build a business." They get VC funding to fund the structure that they're putting together. Rather than go create value first to make money to build the structure. Right?   I believe an entrepreneur goes and makes value. They get paid for it, and then they use that cash to build the system to let them go sell more. That's what I've been doing.   And so, what I'm trying to get at here, what I'm trying to share with you and show, is this phase that I'm entering. I'm really excited.   There are a lot of phases all over the place, but the ones I'm talking about today are:   #1: Does the market even want what I'm freaking selling? Do they want it?   Answer: "Yes" I'm making cash from it. We don't even have ads running right now, and there's still sales - which is awesome. It means it's selling by word of mouth which means there are ravenous buyers and ravenous evangelists. Which is awesome.     So is it selling?  "Yes." Is the market telling me they want it? Yes, they are. Okay. Next phase...   #2: Let's turn it up. Boom! "Oh my gosh, my business structure can't handle it."   Too many support tickets   Too many things coming in   I'm the sole operator, "Oh my gosh, I am drowning." I'm now working "in" the business instead of "on it."     I need to turn down my revenue and turn up my systems.     Does that make sense? 'Cause that's what I've been doing. But now that I'm about to enter this other phase, and it's part of the reason why I'm doing Affiliate Outrage.   I wanna share with you why I'm steering the ship the way that I am.   Is this cool? First of all, I hope this is cool? That's what I mean when I invited you guys to this group... "the deep dark secrets of Stephen's mind."   This is the stuff that just rocks through my brain. And I'm just connection, connection, connection...   I'm linking together several different books right now, and what I wanna do is read a section here to you guys from Ready, Fire, Aim, and tell you why I'm doing what I'm doing:   Anyway, you guys ready? Here come the glasses. I think my vision is like negative 6.5 or something like that. I mean it's REALLY bad. I think it's 7.5 was like the army cut off, and I barely made it. I cannot wait to get LASIK. I will be a life changing event. I mean, I'm serious, I'm so blind.   My hand is in focus finally, when it's about right here. Barely, isn't that nuts? Anyway, I'm actually quite blind. And no it's not because of all the computer screens. I started when I was in second grade.   This is a section, this is a chapter here from Ready, Fire, Aim. This is on page 118. Fantastic book! If you've not read it, I recommend it completely.   The first section is dedicated to the systems on the marketing side and even on the business side that you need to put in place to go from zero to a million.   The second part of the book is one to ten million.   The next part of the book is ten to a hundred million or fifty million - and then goes beyond that.   I've only read the first part, 'cause that's all I care about with this funnel right now. And while I have a 2 Comma Club award, it was with Russell, and I want my own. So that's why I'm documenting my journey along the way.   Check this out, pg 118, this is how I read books, and this is the reason why it takes me like three months to read a book if I'm being active about it.   Alright, so here it is.  Check this out. Right, where my thumb is”   "So although your primary focus should always be on customer service, your quantifiable goal at this stage of an entrepreneur should be to acquire as fast as possible what we call a critical mass of qualified customers.   The number of loyal customers you need in order to make all or most all of your subsequent selling transactions profitable."   English, what does that mean?   Let me read it again real quick, and then we're gonna dive into this.   "Although your primary focus should be customer service, you need to acquire as fast as possible a critical mass of qualified customers.   The number of people in order to make all of your transactions profitable."   Let me keep going here.   "Once you have a good number of qualified customers, you'll be in a really good position where almost every new product you come out with will be successful because so many of your existing customers will buy it."   Does this make sense? Follow me here. Let me keep going, one more part here.   "You need to understand the dynamics of generating long-term profits through the development of large circulation, low-cost products, sold at a loss on marketing by upselling high-end products to this larger base."   This is a lotta crap, right, this is a lotta crap. Follow me though. Now, let's go through and let's read my squiggles.   Let me flip this around here again, real quick. Here's my squiggles...   If you think about this, what this is saying is:   #1:  Acquire as many customers as fast as you can. As fast as possible acquire a critical mass of qualified customers.   #2:  Once you have a lot of them; every single subsequent transaction will be profitable because so many of the existing customers will buy your upsells. That's saying use freaking funnels.   #3:  The way to do that is by producing large circulation, low-cost products that you sell at a loss.   Does Russell Brunson actually make that much money by selling his book alone? No, he doesn't. What actually makes it profitable? All the upsells in the back.   Here, let me go full circle. Follow me here ...   Think about where I am in my business. I know the market wants my product.   I've actually completely shifted who I'm selling to.   Just recently, in the last two weeks, I realized I'm selling to the wrong person. So I'm redoing a lot of stuff, I'm changing the vernacular, I'm changing ads, I'm changing a lot of stuff, and I'm readjusting and realigning for the right person. "Oh, my gosh, you were here all along."   Markets are discovered, they're not created. New markets, blue oceans, purple oceans are discovered.   You don't set out and go, "I'm gonna create a brand new niche." It doesn't exist! How can you measure it? You discover niches.   I have been discovering this new niche because I'm actively selling inside of it, and the market is telling me how to move.   Now that I know that the market wants me to sell it, that product, and I'm like, "oh my gosh, my revenue is outpacing my actual business." so I stopped for a while and fixed the business, and now I'm turning the ads back on. The engines are turning back on again.   What I'm really doing now is exactly what Ready, Fire, Aim is teaching. Which is I am creating low cost, low price, high circulation products. Does that make sense? Those are the qualifiers.   When you figure out the core of the business, which is what I've done now, the core of the actual business that you have, your role, right,   I've gotta a sweet back end product that we're gonna go create here soon, I want my own event. I think it'd be super cool, and I really think it can help a lotta people. So that'd be a lotta fun. The cool back-end product for me is events and consulting.   Front-end though, low cost, low priced. So they're low cost to you, they're low priced to the consumer, but they are high circulation.   Do you guys know that when somebody buys a book, on average, it gets passed around up to nine times? Nine times! So when you sell a book to somebody, there's a high potential that it actually gets read by nine people.   That's the reason why we sell so many books. It's the reason why we do so many FREE + shipping things. So the FREE + shipping CDs, info, information, right? Little knick-knacks here and there, funnel graffiti - stuff like that.   It's not to make money, it is to acquire a critical mass of qualified customers. Precisely what Ready, Fire, Aim is talking about. Does that make sense?   But the problem is is that most people, before they know what the core of the business is, they start with low cost, low price, high circulation products. That's why I don't usually recommend going into things like e-com right out the get-go.   You can do e-com by bundling it with info, and then suddenly you're margins go really high again.   So if I now have a critical mass of qualified customers, they're buying everything... The second "yes" is easy, once the first “yes” happens - they're buying a lot of my subsequent products - everything you're coming out with your existing customer base is buying it.   A low price, low cost to acquire equals a big customer base for your back-end products. Those are the three categories though. Low cost, low price, high circulation potential. That's really what you're going for at those phases.   If I go and I create a critical mass of qualified customers in the middle of my value ladder...   I was drawing a value ladder; I was on an airplane, listening to dubstep,  there was caffeine in my system, and I was at 30,000 feet, which usually is when I have all these epiphanies. I need to take more flights ;-)   I have a critical mass of qualified customers right there in the middle, so I was looking at this, and I was looking at some of my different numbers. And what I figured out is that for me to hit a thousand buyers at $1,000, right, that's a million bucks, I was working backward...   If I have a 15% close rate on live webinars, let's say that's high though, right? I would need to spend somewhere around $166,000 to make a million.   Now, my product is worth way more than $1,000. So what I'm doing is I am actually gonna double the price of it, I'm really excited.   Actually, no, no, no. It's a different product I'm doubling.   I'm gonna raise it $500. And it's because one of the issues that I've been finding is as I narrow it down on what it is I'm actually doing is selling to the wrong person. And the wrong person was coming to me.   They would say things like, "What's a funnel?" And I was like "Psh.. oh my gosh, I am probably not your guy to start out with if you don't know what a funnel is, right? Go read some books, go read Dotcom Secrets, Expert Secrets and then come back to me." In fact, that's my recommendation to everyone. Go read:   Launch   Dotcom Secrets   Expert Secrets   Ready, Fire, Aim,   These are my go-to books always. They're always on my shelf. Actually they're not on my shelf, they're all around the room, 'cause I reference them so much.   Trying to remember what the others are? I just reorganized everything, which means I can't find anything anymore. You guys know what I'm talking about? Anyway, Ask, that's an awesome book.   *STEPHEN ANSWERING FB COMMENTS*   "Terran, yes. Yep, I am referring to that. MLM Hacks, that's my main webinar right now.   I have a second insanely awesome product I just finished building it today. Oh my gosh. Right, 'cause not everyone's an MLM. And I totally get it. And if you don't wanna be, and I still have sick funnels for you. So how do I go serve you guys then? So anyway, so I'm super pumped about it."   So that's the whole lesson... 'cause I know one of the things that happens to a lot of entrepreneurs is what I'm talking about right now.   They're going out, and they're saying things like, "I'm selling like crazy and then all of a sudden, the sales kinda seem like they slowed down."   #1: You probably have ad fatigue.   #2:  Did you just sell to your hot market, and the warm really isn't that attracted to it?   And I had to figure out a little bit who my real customer was. But then I voluntarily slowed my revenue down. Hard. Hawd, HAWD.   Way back, I turned it off - I didn't slow it down - I turned it off. It's been off for a while. And it's because I'm doing this massive overhaul.   Here check it out. Alright, check this out. Wrong side, okay, this side of the whiteboard right here. Right, I've been redoing all that. It's a freaking huge funnel now. I didn't start that way. You don't need to start that way. But this is what I've been building.   I've just finished the SLO, it's converting like crazy, it's doing fantastic.   Next I'll be building out a product launch funnel inside the replay sequence.   Then I'll be going in like this awesome, insanely amazing success path, it's 30 days, it's 30 videos showing them after they buy, how to be successful with their purchase.   Very key, it's not enough to just sell 'em, you gotta show 'em how to use it and be successful with it, or you're dead in the water. And so, that's how we do it.   When I realized like, "Oh my gosh, it's all working," then finally I was like okay, this makes total sense for me to go and let's try and acquire as fast as possible even more qualified customers and buyers. And so what I've been doing.   That's one of the major reasons, (cat's outta the bag), for Affiliate Outrage. Now there's nothing paid in there, upfront. But it leads to paid things.   All it's doing is widening the net - and it's being really, really open. It's teaching anyone how to be an affiliate for any product.   “You guys want the rest of the strategy? ♪ Yeah ♪ Everyone say... ♪ Yeah ♪ You gotta give me the... ♪ Yeah ♪ Like that.”   Everyone was making fun of me on the 2 Comma Club coaching stage, 'cause I guess I do a lot of sound effects. I didn't know that.   You guys ready for it? 'Kay, check this out, alright. If you listen to my podcast, you know that the only two things on my calendar. The only things on my calendar are events and launch dates.   I've got Affiliate Outrage; then I've laced together like six different campaigns that I've seen make that really fast, usually.   Who's got my money, hey, Love Grant Cardone. ♪ Who's got my money ♪ So anyway, I laced together six different campaigns and I'm going one by one by one through all of them. So just watch carefully to what I'm doing here because now that I know the market wants what I'm selling, "oh baby, now we get to open the freaking floodgates."   I feel like the other thing that happens too; a lot of the times in this community, people spend so much time building the funnel. That's just the first piece of the pie. Next, you get to go do a lotta cool things like Dream 100 stuff.   We've been reaching out to massive people, and they've been reaching out back. And excited to promote it.   *FACEBOOK COMMENTS*   "What do you think of Sam Oven's 20 million dollar webinar funnel?"   "I think it's awesome, and I think it's proving the exact point I'm talking about, Kenny. When you actually know what the heck you're selling, ] when we actually know, then man, stop messing with the funnel and start figuring out cool ways to just put traffic into that thing. And that's what these campaigns are. Campaigns are not ads."   Anyway, so how about that for a rant? That was a late night rant. I was jamming out, I have a playlist called Pre-Stage, it's my pump up mix.   That's the lesson tonight, guys. Go figure out how - after you know the core after the market actually said that they want what you're selling - go figure out little tiny things that bring in the low cost to you, low price for them, high circulation potential. And then just open up those floodgates.   Honestly, is super fun. It's the reason why we have so many awesome front-ends at Clickfunnels.   *FACEBOOK COMMENTS*   "What do you say to someone who is getting great front end conversions but leads are not buying? Referring to affiliate.”   “What do I say to that? Terran, that's a great question, great question. If you look in Dot Com Secrets... I don't think the funnel is complete. If you look on page, I think it's 93, I don't remember, I'm not gonna take the time.   Anyways, one of the seven phases of a funnel is, it sounds like you're qualifying the subscriber, which you need to, but you also need to qualify the buyer. That's the very next step.   That's step number four of the seven steps, I think. And so, sounds like an incomplete funnel.   So it's not to say that lead funnels are not complete funnels, but if you're trying to make sure there's an up, like they're actual... If you know you're gonna lead them to something that's expensive in the back, or even buy something later on, the funnel isn't done, in my mind, until there's cash in your pocket.   So that might mean that the funnel goes offline. That might mean the funnel goes on the phone. That might mean going and saying 'Hey, we gotta meet in person, or come to an event.'   So the lead might be captured on the internet, but you might be capturing and actually closing and actually getting cash in your pocket, offline or different places. I know there's different scenarios for that. But you're talking about affiliate marketing. So what do I say to someone who's getting great front end conversions?   What usually is happening is some confusion. There's a disconnect... Here's the story:   John Parks was talking to this guy...  he was critiquing his ads, and this guy had great conversions on his ads, and all these people were clicking on this ad. But no one was buying. And this guy goes to John Parks,  (who is Russell's traffic guy), and says "Hey, can you look at my numbers, look at my ad, what's going on here?"   John was like "Wow, you're getting a lot of clicks on this thing, how come nobody's buying?"   And he goes in, and he starts looking at the numbers, the conversions, and he had like a 15% click-through rate on that ad, that Facebook ad. And John was like, "Whoa, like that's really high."   Then he looked at the numbers for the next page, and there were no conversions on that page. There were no purchases at all. And he's like, "What's going on here?" He hadn't looked at the ad yet, when he looked at the ad, he knew why immediately!   The ad was a picture of this incredibly sensual woman just dripping sensuality.  And sure enough, it's guys that have been clicking on the ad.   He clicks on the ad and goes to the next page, and the very next thing people see on this ad is this middle-aged, overweight white guy saying, "Hey do you wanna opt-in for X, Y, and Z?"   That's not why they were clicking on your ad, buddy. Like right! So weird example right? But that's typically in some form what's usually going on.   There's some disparity between what's actually going on from the ad, and to the actual page.   One of the things that I like to do is to make the headline on the ad the exact same as the headline on the page they'll see. That way there's not a new concept that they have to accept. And it brings them straight on in.   *NEW QUESTION*   "If we are building webinars, three things to focus on?"   "Yep, only thing you should focus on, and only worry about ever, for a long time, is just your story, the actual sales message itself. Don't worry about anything else.   Once you know people are trying to give you money, then put together an actual offer. And then once you have a story, or sales message, I call them one in the same, you've got a sweet offer, then go obsess about the funnel.   I mean there's a reason why I haven't gone in depth on thing yet at all. Like my funnel is limping along on one leg. It's broken. My funnel's broken, I know it's broken. And I haven't cared.   It's like trying to fix a leak all the way down a pipe when there's actually a leak further upstream on that pipe. Does that make sense?   It doesn't matter you fixed that other leak, you gotta go fix the one in the beginning, right?   I don't know if that makes any sense at all. But like, anyway, that's how I think of it that way."   *NEW FB COMMENT*   "Thanks for all the value."   "Love the geek out over this. Awesome stuff. "   Anyways, hey guys, hope that was helpful to you. I'm sorry that was a long Facebook Live there. Actually I'm not sorry, that's freaking awesome! I'm gonna download that.   Anyway, so hopefully that's helpful to you though.   So just recap from the book real quick here, real fast, all you're gonna try and do is   #1: "Acquire a critical mass of customers."   The existing customers buy every subsequent product you ever come out with which is why you just acquire as fast as you can.   #2:  You're gonna make low cost, low price, high circulation products, which is why I am doing things like Affiliate Outrage.   We got a ton of front ends that I'm gonna come out with here shortly. Salesfunnelbroker.com as it currently is, like oh my gosh, it needs to be completely different.   salesfunnelradio.com, oh baby!  I've built so many funnels for so many other people, it's fun to like turn back around and finally do my own for a while.   Awesome guys, talk to you later, have a good night.   If you like this, please let me know. Keep inviting your friends to this page. I am trying to pull over people who like really freaking love why funnels work and who really geek out about this stuff.   Alright guys, talk to you later. Go crush it.   Ah yeah! Hey, wish you could geek out with other real funnel builders, and even ask questions while I build funnels live?   Uh-oh, wish granted.   Watch and learn funnel building as I document my process in my funnel strategy group. It's free, just go to thescienceofselling.online and join now.

FiberFix is a US-based company that markets household and professional repair products including the FiberFix Repair Wrap, Heat Wrap, Rigid Patch, and more. FiberFix products are targeted to the do-it-yourself handymen and general consumer market. By usin

Where you should start focusing your efforts… On today's episode Russell gives a quick recap of his week spent with the Harmon Brothers working on a script for a potentially viral video. He also talks about compounding numbers with business and how focusing on one thing will help you compound your customers. Here are some of the interesting things you will hear in this episode: Find out what Russell has learned about compounding his customers by focusing all his efforts on pushing people into Clickfunnels. Learn what you need to do to follow in Russell's footsteps. And find out what 3 big things Russell is trying to do this year to get his business to reach the $100 million mark. Listen below to find out what invention is actually greater than compounding interest. ---Transcript--- What's up everybody, this is Russell. Welcome to Marketing In Your Car. I just dropped off Dallin, one of my twinners, actually the first born. My first born of my loins. Is that what they say? I don't know, maybe not. Anyway, at dance class, and I'm heading into the office. I'm exciting this week, I did this last month too, I did a juice fast week and I lost a bunch of weight and then I went crazy, so I'm doing juice fast week again this week, which will be good. And I just got back from last week, so crazy. Last week, I forgot to tell you guys, I was going to do some podcasts and stuff, but then I didn't. Sorry about that. We went out, if you guys know who the Harmon Brothers are, if not go to harmonbrothers.com and check it out. They're the guys that do all the funny viral videos. We did an exchange for them. They had this, one of their viral videos was called Fiberfix.com and it went really viral but their funnel wasn't doing that well, so we helped them build the funnel in exchange for them writing a script for us. So we went to a writing retreat this week with them, last week with them. It was cool, they rented a cabin in Sundance for two days, they had 3 writers write scripts for us. They brought them in and then we got to listen to all the writers scripts, which were insanely amazing. From the three scripts we picked the best one and then the writers went down to the basement for 3 hours. Took all the best jokes from the other two scripts and weaved them into the other script and then they came back. And we liked it and gave them feedback and it went back and forth, back and forth for two days until the end they came with this script that is legitimately the most amazing thing on earth. And then the plan is we were going to go out and produce it, then on Friday I got an email from them saying, “Hey, Russell, it turns out we really love the script, and we really love you and your team and we want to work with you guys on this and actually produce the whole video.” which is exciting. I'm actually heading to the office right now because I have a call with them to figure out the deets. And for those, who aren't cool kids yet, deets means details. So figure out some details with these guys and if it works out they're going to produce the video for us, which is insanely cool. And just by nature of the script, we went and created ten new things on the back end to create…. I can't even tell you about it now because it's so vague still in my head, but it's amazing. Anyway, I'm really, really, really excited for it and excited to share it with you guys here hopefully in the very near future. But yeah, it's awesome. If this video hits like it can and it should, I think, at the beginning of the year I said there's a couple goals I have. Our goal was to get to 100 million members, not 100 million, that would insane, 100 million dollars, which is also insane actually. So the goal is to get to 100 thousand members and I think we started the year at, I don't remember what we started at, but we are at, I think wait, 39 thousand? Or maybe 40. We're close to 39 or 40 thousand members. Somewhere in there. I was like, well I got two big plays to try to, I think I have 3 or 4 big plays this year. For me, I'm always like, I'm going to try to hit a homerun, but I might not. If I hit three or four singles that will equal a homerun. I think, I'm not a baseball guy, but I think so. So I try to have 3 or 4 big things. So number one was book launch, which is going amazingly well by the way. We're almost two weeks in, we've sold 28 thousand copies I think. So that's going really, really well. Phase two of the launch is starting this week, which is cool. And then number two was this viral video, which now looks like it's going to hit, which that could bring on an extra 20,30,40 thousand members, so that's cool. Number three is an infomercial that we're going to be filming later on this year. Anyway, we're just trying a bunch of Hail Mary passes. Getting all my sports analogies messed up. Hail Mary passes, home runs, grand slams, I don't even know. Double leg to their back, choke them out. A bunch of different things. I told everyone on my team if one or two of these things hit, we'll hit it. The book launch is hitting perfectly right now, which is awesome. And now the video looks like it's going to hit. There's our two and if we get the infomercial as well, it's going to be amazing. So fun stuff happening over here. I'm just excited. What I wanted to talk to you about today, I want to help shift your mindset a little bit. I talked a lot about this at my inner circle, at my last inner circle meeting. It's about compounding interest, maybe not. So compounding interest, some dude who's famous said that the greatest discovery in the world is compounding interest. So me, someone who doesn't understand finance and doesn't really care to that well. I was like, alright, I don't know what that means, but it sounds awesome. And then I tried to invest because I heard that, and then I saw that I hate investing stuff, so I didn't really like that. I kind of left the whole compounding interest thing on the side even though they said it was the greatest invention of mankind. And I went on my way to keep trying to sell stuff. So now fast forward til today, what's interesting, and again I have no idea if this actually relates to compounding interest, probably doesn't, but in my mind the concept of compounding, creating something everything else you do compounds upon that core thing. That probably doesn't make any sense yet, but I'll put it in perspective. So for me, for the last 14 years of my life, minus the last two, every time we would do something it was a lot of work and then we would launch something and make a bunch of money. And then that work would disappear. It would evaporate, right. That was the info product game and that was launch game. That was us launching businesses. So with a lot of my business was launching different businesses in different industries and the problem with that, you launch it and then with the customers you got it, if you lock in their business next week, those customers don't compound. So if you're focusing on one business, which is my message to all of you all, and everyone in my inner circle all the time. Focusing on one business because then at least your customers are compounding. Everything you do brings more people to your list, more customers, things like that. It's a compounding effect from there. So that's a big, that's compounding, which is good. That way when you're focusing all your rollouts and launches and products and everything in one niche, at least the customers are compounding. So every time you do it, it gets better the next time. When I launched my very first product, it was Zip Brander and I only had 5 customers. Then I launched my second one, which was Article Spider, I got like 30 customers. Then the next one, and over the last twelve years it kept compounding. Customers kept adding up and getting bigger and bigger until today. So it's always compounding, which is cool from a customer compounding standpoint. But what's even cooler, is until we had this thing called Clickfunnels, even within that, we still launched and made a bunch of money and get more customers, but then it was back to the drawing board every single day. What I was telling everyone in our inner circle, and what I want you guys to think about too, figure out your one thing you're selling, your core thing. For me, Clickfunnels is it. I know obviously, everyone can't have a Clickfunnels, but everyone can have something like that. It might be a membership site, it might be software, something where it's like, it doesn't have to be recurring, but I think it should be. Something where you're consistently pushing people into this thing that is compounding. By that, what I mean is it's really cool, when we first launched Clickfunnels, I'd get a text every morning from Stripe telling us how much money we make. And we have 10 different stripe accounts, so we'd get 10 texts a morning. It's kind of cool, we'll see the launch we're doing, we'll see for the book funnel that's been launched, it's done with the 27, 28 thousand books, I can't remember what we've sold right now. It's almost a million dollars in cash collected. I'll see a big huge thing, “$250,000 deposited today from stripe.” Or 100,000 or whatever. Those are cool, I like those they get me excited. But what's cooler is watching the Clickfunnels one, everything we do now always compounds upon Clickfunnels. They're coming to buy the book, where do I push them. If you guys went to the book funnel you know. You come for the book, I push you to Clickfunnels. You come into anything and it's always pushing back to that thing. And I'm watching the compounding of it. I remember when we first launched Clickfunnels, I would get a text some days there was 0 dollars, some days it was like 10, some days like 100. You see different things. As we double down and really focused all of our efforts on that, that number grows. I remember it got to the point where it's like, every day we were making $10 thousand dollars a day. And my texts from stripe would say 10 grand a day. 10, 10, 10. I'm like, cool. Then it got to 12, then to 15, then to 18, then to 20. It wasn't necessarily that I was promoting Clickfunnels, but I was promoting all these front end offers to push people into Clickfunnels. And that number kept compounding and compounding. From 20 thousand to 30 a day. From 30 a day to 50 a day. 50 a day to 80 a day. 80 a day to 100 a day. 100 a day to 120 a day. 120 a day to 130 a day. It keeps going up and up and up. And it was fun because now it's like, that's the goal. That number. Everything is compounding upon that number. Even though I'm not directly ever selling Clickfunnels, all these things I'm doing are continually pushing people into that. And that becomes for me, the KPI, everyone's got a KPI in your business. For me it's that. What's the daily number we get from Clickfunnels? And as long as you're doing a lot of cool stuff, that number should go up every single day. For us it goes up every, it's crazy. I'm so, I can't believe this is every day, it keeps going up. It's because there's so many things compounding now upon the one thing. For you guys, A couple of things. First off, if you're doing more than one business, stop because you're not compounding. Every one of your efforts is watered down in half. When you're focusing on one core business, everything you do now gives you more customers which compound, which means you get better and better every single day. That's number one. Number two is having a focal point of where you're taking all these customers. Something hopefully continuity based, residual based and then knowing that's the key. Whatever, 250 thousand, or 100 thousand, those big days from the different rollouts are exciting and cool, but I don't care about them. The only thing I care about is that compounding residual number. Because that's the thing that actually matters in the business. That's the life blood of the business. So it's continual focus and energy on that. So again, step number one, compounding. As soon as you're focusing on one business and one customer base that's how you compound. Then number two is pushing all those people into one core continuity and compounding there. And I don't know about compounding interest, it's the greatest invention in the world, but I tell you what, focusing on one business and on one continuity and pushing everyone into that, I think that's the greatest invention of all business. Anyway, that's what I got today you guys. I'm at the office. I'm going to go prep my call to Harmon Brothers. We're going to build this video out. We're going to change the world. It's going to get everyone in the world to become entrepreneurs, start using our software, which is so cool. And I'm excited for it. Appreciate you guys. If you haven't got your book yet, go to expertsecrets.com. Get your copy of the book. We re-tweaked the whole funnel. So you may wanna go see the new version of it. There's a whole bunch of new upsell, downsell process, now it's a lot better. It's increased our cart value by a lot, which is kind of fun. I'll have to tell you that story another day. There's a really cool story, when we were at the cabin that happened, so remind me and maybe I'll tell you that another day. If I forget, let me know. It was really, really cool though and it created a new OTO upsell offer that's converting really, really well. And it's pretty exciting. That's all I got  you guys. I appreciate you all, have an amazing day. Talk to you guys soon.

Where you should start focusing your efforts… On today’s episode Russell gives a quick recap of his week spent with the Harmon Brothers working on a script for a potentially viral video. He also talks about compounding numbers with business and how focusing on one thing will help you compound your customers. Here are some of the interesting things you will hear in this episode: Find out what Russell has learned about compounding his customers by focusing all his efforts on pushing people into Clickfunnels. Learn what you need to do to follow in Russell’s footsteps. And find out what 3 big things Russell is trying to do this year to get his business to reach the $100 million mark. Listen below to find out what invention is actually greater than compounding interest. ---Transcript--- What’s up everybody, this is Russell. Welcome to Marketing In Your Car. I just dropped off Dallin, one of my twinners, actually the first born. My first born of my loins. Is that what they say? I don’t know, maybe not. Anyway, at dance class, and I’m heading into the office. I’m exciting this week, I did this last month too, I did a juice fast week and I lost a bunch of weight and then I went crazy, so I’m doing juice fast week again this week, which will be good. And I just got back from last week, so crazy. Last week, I forgot to tell you guys, I was going to do some podcasts and stuff, but then I didn’t. Sorry about that. We went out, if you guys know who the Harmon Brothers are, if not go to harmonbrothers.com and check it out. They’re the guys that do all the funny viral videos. We did an exchange for them. They had this, one of their viral videos was called Fiberfix.com and it went really viral but their funnel wasn’t doing that well, so we helped them build the funnel in exchange for them writing a script for us. So we went to a writing retreat this week with them, last week with them. It was cool, they rented a cabin in Sundance for two days, they had 3 writers write scripts for us. They brought them in and then we got to listen to all the writers scripts, which were insanely amazing. From the three scripts we picked the best one and then the writers went down to the basement for 3 hours. Took all the best jokes from the other two scripts and weaved them into the other script and then they came back. And we liked it and gave them feedback and it went back and forth, back and forth for two days until the end they came with this script that is legitimately the most amazing thing on earth. And then the plan is we were going to go out and produce it, then on Friday I got an email from them saying, “Hey, Russell, it turns out we really love the script, and we really love you and your team and we want to work with you guys on this and actually produce the whole video.” which is exciting. I’m actually heading to the office right now because I have a call with them to figure out the deets. And for those, who aren’t cool kids yet, deets means details. So figure out some details with these guys and if it works out they’re going to produce the video for us, which is insanely cool. And just by nature of the script, we went and created ten new things on the back end to create…. I can’t even tell you about it now because it’s so vague still in my head, but it’s amazing. Anyway, I’m really, really, really excited for it and excited to share it with you guys here hopefully in the very near future. But yeah, it’s awesome. If this video hits like it can and it should, I think, at the beginning of the year I said there’s a couple goals I have. Our goal was to get to 100 million members, not 100 million, that would insane, 100 million dollars, which is also insane actually. So the goal is to get to 100 thousand members and I think we started the year at, I don’t remember what we started at, but we are at, I think wait, 39 thousand? Or maybe 40. We’re close to 39 or 40 thousand members. Somewhere in there. I was like, well I got two big plays to try to, I think I have 3 or 4 big plays this year. For me, I’m always like, I’m going to try to hit a homerun, but I might not. If I hit three or four singles that will equal a homerun. I think, I’m not a baseball guy, but I think so. So I try to have 3 or 4 big things. So number one was book launch, which is going amazingly well by the way. We’re almost two weeks in, we’ve sold 28 thousand copies I think. So that’s going really, really well. Phase two of the launch is starting this week, which is cool. And then number two was this viral video, which now looks like it’s going to hit, which that could bring on an extra 20,30,40 thousand members, so that’s cool. Number three is an infomercial that we’re going to be filming later on this year. Anyway, we’re just trying a bunch of Hail Mary passes. Getting all my sports analogies messed up. Hail Mary passes, home runs, grand slams, I don’t even know. Double leg to their back, choke them out. A bunch of different things. I told everyone on my team if one or two of these things hit, we’ll hit it. The book launch is hitting perfectly right now, which is awesome. And now the video looks like it’s going to hit. There’s our two and if we get the infomercial as well, it’s going to be amazing. So fun stuff happening over here. I’m just excited. What I wanted to talk to you about today, I want to help shift your mindset a little bit. I talked a lot about this at my inner circle, at my last inner circle meeting. It’s about compounding interest, maybe not. So compounding interest, some dude who’s famous said that the greatest discovery in the world is compounding interest. So me, someone who doesn’t understand finance and doesn’t really care to that well. I was like, alright, I don’t know what that means, but it sounds awesome. And then I tried to invest because I heard that, and then I saw that I hate investing stuff, so I didn’t really like that. I kind of left the whole compounding interest thing on the side even though they said it was the greatest invention of mankind. And I went on my way to keep trying to sell stuff. So now fast forward til today, what’s interesting, and again I have no idea if this actually relates to compounding interest, probably doesn’t, but in my mind the concept of compounding, creating something everything else you do compounds upon that core thing. That probably doesn’t make any sense yet, but I’ll put it in perspective. So for me, for the last 14 years of my life, minus the last two, every time we would do something it was a lot of work and then we would launch something and make a bunch of money. And then that work would disappear. It would evaporate, right. That was the info product game and that was launch game. That was us launching businesses. So with a lot of my business was launching different businesses in different industries and the problem with that, you launch it and then with the customers you got it, if you lock in their business next week, those customers don’t compound. So if you’re focusing on one business, which is my message to all of you all, and everyone in my inner circle all the time. Focusing on one business because then at least your customers are compounding. Everything you do brings more people to your list, more customers, things like that. It’s a compounding effect from there. So that’s a big, that’s compounding, which is good. That way when you’re focusing all your rollouts and launches and products and everything in one niche, at least the customers are compounding. So every time you do it, it gets better the next time. When I launched my very first product, it was Zip Brander and I only had 5 customers. Then I launched my second one, which was Article Spider, I got like 30 customers. Then the next one, and over the last twelve years it kept compounding. Customers kept adding up and getting bigger and bigger until today. So it’s always compounding, which is cool from a customer compounding standpoint. But what’s even cooler, is until we had this thing called Clickfunnels, even within that, we still launched and made a bunch of money and get more customers, but then it was back to the drawing board every single day. What I was telling everyone in our inner circle, and what I want you guys to think about too, figure out your one thing you’re selling, your core thing. For me, Clickfunnels is it. I know obviously, everyone can’t have a Clickfunnels, but everyone can have something like that. It might be a membership site, it might be software, something where it’s like, it doesn’t have to be recurring, but I think it should be. Something where you’re consistently pushing people into this thing that is compounding. By that, what I mean is it’s really cool, when we first launched Clickfunnels, I’d get a text every morning from Stripe telling us how much money we make. And we have 10 different stripe accounts, so we’d get 10 texts a morning. It’s kind of cool, we’ll see the launch we’re doing, we’ll see for the book funnel that’s been launched, it’s done with the 27, 28 thousand books, I can’t remember what we’ve sold right now. It’s almost a million dollars in cash collected. I’ll see a big huge thing, “$250,000 deposited today from stripe.” Or 100,000 or whatever. Those are cool, I like those they get me excited. But what’s cooler is watching the Clickfunnels one, everything we do now always compounds upon Clickfunnels. They’re coming to buy the book, where do I push them. If you guys went to the book funnel you know. You come for the book, I push you to Clickfunnels. You come into anything and it’s always pushing back to that thing. And I’m watching the compounding of it. I remember when we first launched Clickfunnels, I would get a text some days there was 0 dollars, some days it was like 10, some days like 100. You see different things. As we double down and really focused all of our efforts on that, that number grows. I remember it got to the point where it’s like, every day we were making $10 thousand dollars a day. And my texts from stripe would say 10 grand a day. 10, 10, 10. I’m like, cool. Then it got to 12, then to 15, then to 18, then to 20. It wasn’t necessarily that I was promoting Clickfunnels, but I was promoting all these front end offers to push people into Clickfunnels. And that number kept compounding and compounding. From 20 thousand to 30 a day. From 30 a day to 50 a day. 50 a day to 80 a day. 80 a day to 100 a day. 100 a day to 120 a day. 120 a day to 130 a day. It keeps going up and up and up. And it was fun because now it’s like, that’s the goal. That number. Everything is compounding upon that number. Even though I’m not directly ever selling Clickfunnels, all these things I’m doing are continually pushing people into that. And that becomes for me, the KPI, everyone’s got a KPI in your business. For me it’s that. What’s the daily number we get from Clickfunnels? And as long as you’re doing a lot of cool stuff, that number should go up every single day. For us it goes up every, it’s crazy. I’m so, I can’t believe this is every day, it keeps going up. It’s because there’s so many things compounding now upon the one thing. For you guys, A couple of things. First off, if you’re doing more than one business, stop because you’re not compounding. Every one of your efforts is watered down in half. When you’re focusing on one core business, everything you do now gives you more customers which compound, which means you get better and better every single day. That’s number one. Number two is having a focal point of where you’re taking all these customers. Something hopefully continuity based, residual based and then knowing that’s the key. Whatever, 250 thousand, or 100 thousand, those big days from the different rollouts are exciting and cool, but I don’t care about them. The only thing I care about is that compounding residual number. Because that’s the thing that actually matters in the business. That’s the life blood of the business. So it’s continual focus and energy on that. So again, step number one, compounding. As soon as you’re focusing on one business and one customer base that’s how you compound. Then number two is pushing all those people into one core continuity and compounding there. And I don’t know about compounding interest, it’s the greatest invention in the world, but I tell you what, focusing on one business and on one continuity and pushing everyone into that, I think that’s the greatest invention of all business. Anyway, that’s what I got today you guys. I’m at the office. I’m going to go prep my call to Harmon Brothers. We’re going to build this video out. We’re going to change the world. It’s going to get everyone in the world to become entrepreneurs, start using our software, which is so cool. And I’m excited for it. Appreciate you guys. If you haven’t got your book yet, go to expertsecrets.com. Get your copy of the book. We re-tweaked the whole funnel. So you may wanna go see the new version of it. There’s a whole bunch of new upsell, downsell process, now it’s a lot better. It’s increased our cart value by a lot, which is kind of fun. I’ll have to tell you that story another day. There’s a really cool story, when we were at the cabin that happened, so remind me and maybe I’ll tell you that another day. If I forget, let me know. It was really, really cool though and it created a new OTO upsell offer that’s converting really, really well. And it’s pretty exciting. That’s all I got  you guys. I appreciate you all, have an amazing day. Talk to you guys soon.