alright i'm not jealous of many people on earth and i think i'm jealous craig clement because not only has he built a successful billion dollar company with no outside investors but he has made hit after hit after hit and i asked him to come on the podcast he thought it was just gonna be normal episode but then when we started talking i realized that i wanted him to give me a masterclass class and when he's given it to me he's given it to you which is to teach us the seven ways that he as a marketer has sold over a billion dollars of products online he calls these the seven human hijack and he goes through an example after example of how great products and things that we take for granted like brushing your teeth or how people eat bacon for breakfast those weren't things people did back in the day it was guys like hip marketers that use specific tactics in order to make those a thing and if you're an entrepreneur who's you know wants to be successful you need to be good at marketing you gotta be able to sell your product and is very rare to be able to sit with somebody like craig who's actually one of the best to ever do it and ask him how did you do i i feel lucky he's doing this he doesn't have to tell us these secrets like you know i think he's at that sweet spot where he's been running his company for fifteen years he's been doing this for a long time he's you know the company is super successful i don't feel like he has to like guard those secrets anymore so i told him to give him to us and not don't about you but i've had professors in school have two marketing classes but those were not people who have actually been in the game done it people have actually created categories sold hundreds of millions of dollars of single products that a year ago nobody never heard of and so craig tells us story of how others did it and at the end he tells that a story about how he helped create the probiotics category we read probiotics you can thank craig because he was the one who created that category and made it mainstream so enjoy this marketing masterclass class on the seven human hijack how marketers hap hijacked your brain with craig clement what's up to do you i have this theory now of guess who come on the podcast the more their video setup looks like they were either taking hostage or our like you know in some motel somewhere the better the guest is and we had apology on and he was like white wall nothing in the room and he was just like you know at the time he didn't have his like video set up like you know he was at on his home video setup and like the higher your iq the worse your video setup and the opposite is true unfortunately for me which is the more hd and beautiful your video setup up the less interesting things you usually have to say yes yeah and the cool thing is you're like the real life admin you're you're you're an ad guy at a copywriter who translated those skills into a billion dollars of sales which is why when you were coming on this time we started talking and we kinda realize that you have a master class in you so normally we hang out we just shoot the shit about business ideas but occasionally we just drop a knowledge bomb and the knowledge bomb is what we call a master class which is just let somebody do their thing for thirty minutes and the cool thing about this is you said you had given the talk internally to your team to your company to pump them up and it sounded so dope that i just said can you just please do that on the pod and you you agreed and so my friend the floor is gonna be yours i'm here when you need me i might chime in here and but i'm really gonna let you cook during this and let craig cl do this masterclass class so take it away so sean did you brush your teeth this morning did you take an elevator or are you wearing sneaks right now any any of one of three eight bad one of three eight bad one bad okay well marketers created all of that marketers created so much of our daily behavior that people that i tell these stories do don't even wanna accept it and you know it's it's okay though i mean that's that's that's the case for everyone you're not alone so do you know this guy is on the left here i do not but he it looks very sophisticated who is that this is this is smart motherfucker this is sigma four oh and this gentleman on the right the you know who that is i'm guessing you don't i do not okay well this guy has changed your life this guy is a man named edward be he's often called the father of public relations and he is actually sig freud nephew so i don't know what exactly kinda kinda shirt your word over there sean or if you put some some style into it but this guy is as is his hands and so much stuff that he he literally created consumerism is so quick example before be people would buy clothes as you know unless you were in like the the upper classes people would buy clothes to go to work he's the one who got together with a bunch of other people there they're were like wait a second these closed people aren't buying enough of them if people clothing for expression then people would buy more clothes and he got the expression vibe to go all the way down the line from anyone way that could afford clothing to be buying more clothing and then buying more things when they came into season and this and that now it's people who don't have the means that by buy buy more clothing than they they could afford right well let me just get into some of the the example here and that he'll see that this guy was operating on a level that is is unfathomable so in this presentation i'm gonna share with you what i've discovered studying and creating marketing campaigns that have caused world change and i call them the seven human hijack because when you use these seven things you were hijacking the limbic system of the brain and a human cannot help themselves but to pay attention and either respond or at least log what you're going to do or say into their brain and maybe they respond the next time but these seven hijack i'm gonna share each of them after i share these marketing campaigns that you're gonna see how they repeat and not every campaign uses all seven but you'll see that some of them are extremely powerful and then when you put them all together that's when you can really do this type of thing yourself so if you're watching this right now you're excited about you possibly change the world forever this is the recipe let's go okay one of the most interesting marketing campaigns of all time was created by a guy in claude hopkins so claude hopkins was approached by a toothpaste company called pep and they said claude we wanna sell more of our toothpaste and he looked at the lay of the land and he realized there was a problem he said to pepsi and he said look only five percent of people brush their teeth on a daily basis so why are you even in this business that not a lot of people are taking part you believe that sean nineteen twenties ninety five percent of the women that you kiss are gonna have terrible breath no one brushed their teeth back then and so claude tells the the founders of pepsi and he's like look you guys really wanna sell some toothpaste you're gonna have to get people brushing their teeth and so he created this master ad campaign that built pep into the the dominating toothpaste brand for for decades and this is the ad the ad says the film that disco colors the whites teeth and then he has you do a demonstration so do this with me sean take the tip your tongue put it over the the the front right over this gold fronts you got under there mh okay do you feel that film there on your team you kinda do okay do so the ad goes on to say that brushing with pep is gonna remove that film and behind that film is a movie star smile and it's so genius right because everybody wants that movie star smile everybody has that film whether you just brushed your tape five minutes ago or not then you feel that you're like oh shoot i got this film you know and then it talks about how pep did it is the way to get rid of that film so the result of this ad within a decade eighty five percent of americans and brush teeth on a daily basis and pep is still around today they ran this ad campaign for i don't know fifty years something like that and i'll tell you something interesting is about ten years in there's was other companies trying to compete with pep sedan and they were using a similar ad campaign you know it's very common to steal on ad campaign but they couldn't get the repeat orders and they did a a focus group and they found out that people love pep because it had this like minty flavor that made their mouth tingle after they brushed with it and and then the toothpaste companies otherwise started knocking that off and when people felt the table then they would stick with other companies otherwise they tried the other when they would feel wouldn't feel the tingle and they'd be like oh it's not actually working you know so they'd go right back to pep so they they owned it for like ten years and then it got actually competitive because then people are not only still their ads they were stealing you know they're their secret to the tingle so what are the if human hijack that claude hopkins used maw sold the dream of the movie star smile and you're gonna see this theme reoccurring throughout this presentation second he created a powerful demonstration that anyone could do and that's just rubbing your tongue over the the front of your teeth and then the next thing he did is he made it about them he made it about the potential user and this is a a big thing that a lot of companies mess up is they just talk about their own product and you know why they're so excited about it but they don't talk about why it's gonna be exciting for the user and flawed did a really great job of that sharing how it's gonna give them that movie star smile so that's that's like the there's this diagram that i love that's like i call it the mario marketing i i don't know who originally created this i saw it from that company buffer but i don't i don't know if they created originally but it's little mario you know mario when he's small that it's the fire and then when mario gets the fire he's able to shoot fireballs out of you know out of his hands he's run around he's huge you he could shoot fireballs and basically it says don't sell this the fire which is your product sell this which is the customer going from little mario to being big mario who could shoot fireballs at right it's like that's what you wanna sell is how the user will be more badass ass rather than all the features and facets about your product yes exactly so think about benefits what's the benefit what's in it for them you know these people are busy right now sean i think people see something like four thousand as a day and they did a study and ensure that the human brain has the same intelligence span as a goldfish it's like less than you know the ability of a goldfish to pay attention so how do you grab their attention well you have to talk about something that's exciting to them something that keeps them up at night or something that they you know have a deep dream hope and desire for so i wanna get back to that demonstration where did clog get the idea for this demonstration so eighteen fifty four there's a guy named otis and otis gets into the elevator business and he didn't invest the elevator but he came up with a a a braking system for the elevator so back then people we're afraid to use elevators because every once in a while just like today you hear about a car and you hear about an elevator accident where you know people get on and the elevator falls down right so otis creates this great braking system first year out he only sells three elevators that next year out he sells seven elevators like no one cares you know he doesn't doesn't have the ability to get the word out and then he meets this guy named pt bard and so everyone probably now knows pt barn one of the the greatest marketing in show of all time and p barn says this is what we're gonna do we're gonna go to the crystal palace in new york city which was this big exhibition hall and we're gonna do a grand demonstration so otis gets up there on this elevator shaft and he has his assistant get up there with an axe and so he's stand out the the elevator goes up the shaft just like it normally would at a building and he's like cut the cord jimmy he was boom but he cuss the first cord the elevator drops like just a little bit and then there's one more cord hanging and everyone's looking out they're like oh shit what's period this is the cord and they're oh it puts actually the second cord and elevator it it's only two feet and stops and he's like all safe here gentlemen all safe those are like like famous words that were published in the newspaper all safe here and it showed that otis had invented a breaking system for elevators of worked so over the next decade he sold two thousand elevators he got all the greatest commissions he did the the a full tower the empire state building and even today if you look at your elevator i've found about half of the elevators i get into have this little otis logo and otis is is still crushing zipper all my zipper say y k and all my elevator say otis that's all that those are only two things i know yeah so so that's the power of a great demonstration so what did what did otis do the the powerful demonstration stands in people's minds and he also made it an event you know so what's great about an event well one people gonna show up and two it's gonna get covered by the newspaper but if you think about it on a on a more primal level have you ever heard the phrase sean nothing attracts a crowd like a crowd no but i like that one of my favorite favorite sayings and it it just shows that humans cannot resist in a bit you know if you're walking down the street and then you see like a big crowd of people and something's going on or whether there there's a band or whatever it's like you gotta see what what's going on it's just just natural and so if you make your advertising an event then people cannot not pay attention to it and then he also showed un questionable proof using that demonstration and putting his own body on an elevator he didn't use a dummy he didn't use a monkey to himself was on that elevator while his assistant was was cutting the cords and so that's the type of un unfavorable proof that lead people to go ahead and take take a action to buy without questioning it and of course he made it about them he didn't get up there and show his fancy braking system or how it worked you know he addressed the fear in everyone's mind that was about the safety of of getting on an elevator and he did it with the powerful demonstration so oh i can show you let me show you something hold on alright do you know this brand mini katana have you seen them craig i have not alright so i am about to youtube don't be alarmed this is inside here is a giant sword and this company so this brand they sell these it's called mini katana but it's actually humongous so they sell these swords now the problem with selling swords is that google and facebook don't let you do it you can't advertise weapons so how does an e commerce brand work when you can't advertise weapons well what they did was they started they hired like twenty youtubers and tiktok and they would have them do what you just described the powerful demonstration so they would take this they would take this sword and they would instead of saying you know why you need a sword because most of people don't need a sword let's be honest instead of talking about how long it is or how sharp it is or whatever they would show that the sword could cut through a bullet that was fired at them so this video starts with a guy's holding the sword and there's a bullet aimed at him and he's gonna try to split it in half and and then when he does it it's a powerful presentation about like how badass ass these swords are he the all of their marketing they'll take a stake though you just see a steak plop down on a cutting board and then a giant sword cutting through it and we're just completely unnecessary but it is a powerful demonstration and you know i remember seeing those ted talks where guys take a glass and they you know it's like here's dirty water would you drink this water it's like no way and then they put it into their filter and then like with their bottle filter and then they start to drink it and don't know who who was bill gates or something yeah it instead plugs this the water first right for for real yeah exactly they make it disgusting and then the whole crowd is gasping and like they could tell you how the filter works or they could show you that they're willing to drink the water through this filter that was like disgusting water and i still remember that was like twenty years ago i still remember that video because it's just high you're right it hijacked my brain yeah the the knife company they're genius eddie knife in info commercial will do this will they'll be taking a knife and cutting a penny you know or like preferably effortlessly slicing tomatoes through the air and you know who was the king of this with doctor out doctor oz what did he do every episode of the doctor oz show is a marketing masterclass class he advertised i'm sleeping on doctor oz yeah he advertised these nutrients and i don't know if he had some type a deal with manufacturers or something like that but he it would advertise like like res or like ga cambodia berries which were like weight loss but it wouldn't ever advertise a specific brand he would just talk about ga cambodia if you look one of the reasons it's hard to advertise supplements online is because doctor oz would go and talk about ga cambodia whatever barry and then all these scammers would create websites selling darcy at cambodia on auto ship that you could never get out you know you son of a website somebody many would disappear but that thing gonna be docking your credit cover for years later you know i know on whatever so doctor draws one of the ones i remember is he'd go on there and he'd say this is your body and these balloons on it and then he'd have like a mannequin with with balloons on it these balloons are the fat cells wow au cambodia is a miracle berry that works for any body type and then he take out a pin he'd be like this is the berry pop pop pop pop pop that's what ga cambodia does to the fat cells in your body i don't be right crazy man like billion dollars like ga cambodia he stole over the next three months mostly to these scam the auto billing marketers it was it was why and he did this with like five different berries over time and eventually he got pulled into congress to testify all this shit and like no way who's why he rolled with it because he was getting all the allegations that he was starting him on one episode he goes he gets a camera crew behind him and he goes down to one of the companies that's selling the ga cambodia he knocks in the door he's got the camera behind him and the founder comes he's like hey i didn't give your permission to use my name and likeness to sell your ga at cambodia and like your auto bill customers and this and that you know and he was like pretending that he was the the good guy but i don't know man i don't know if like yeah it was lining as pockets you something before it happened but like this was so many berries and for so many years it it it's crazy bad it was like billions of fraud happened because it because of his show you know you know what i love about this is a lot of the audience who listens to this and a lot of the people i know who are entrepreneurial or technical type engineering type people often so rational and logical cool and like sort of analytical about the way that they wanna about the way they see the world and so the idea that hey we're gonna do this event with the the axe swinging at the the the rope or you know we're gonna blow these balloons and they'll they'll be like well that's not what the fat cell looks like that's way too big that's not to scale you know like you have to almost you have to use the other part of your brain if you're gonna do this you have to make something powerful visual dramatic and those are not skills that typically you're kind of operational or technical person is used to flexing and so what i love about this is these examples i give you the inspiration to be able to like you'll use that other part of your brain you know if you look at these we got the hijack up here right from otis elevator all of these apply to what i just said about doctor draws the event is that it's says tv show you know so that makes an event already the demonstration the un unfavorable proof is him he's a doctor saying that this is gonna work for you and then making it about them he says this is the miracle weight loss cure for all body types like those are almost his exact words and by the way you you know who else does this amazingly well elon elon who's the you know the scientist the hardcore engineer you know what he's brilliant at just yesterday the news was there's the they're getting their typing cyber truck right now and you do did you see that news that came out which was that they unloaded a full magazine of some assault rifle at the door and so there's a bunch of holes in the door like that you could see where the bullet hit the door but didn't go through and so he's driving that car around and leaked that kind of the tweet rumor that hey they tested it this way and he did this at their on stage event eventually but it it fucked up like he tried to take a sled hammer and show how ind this was he swung the sled hammer and then they like broke through the window and he's like oh shit that wasn't supposed to happen like this was supposed to be bulletproof but he was trying to do that he was trying to you know pt barn you know their cyber truck which is which is really really cool to see yeah you know what was another incredible success that i think was complete bullshit was the the power balance bracelet do you remember those it was like dude i was thinking when you did the the tongue on the teeth that's the first thing i thought yeah we're people you say hey hold out your arms yeah and now watch how you go on one foot watch how easily i could tip you over right said you passed brace on how just now you can't of which way you press my arm yeah i literally totally doctor recently and he was doing that with me and i was like oh god am i getting skiing by this chiropractor but yeah i think power balance actually got popped for that as they deserved but that was that was a a very effective technique even though it was you know unethical in that case yeah okay let's get into some so those are those are last two are are for right we won't be able to brush your teeth we want elevators to be safe now let's talk about some evil campaigns right so okay nineteen thirties all the the men had come back from the war you know and they gave him free cigarettes so like so many men were hooked on smoking that there was no room for growth so the cigarette company has come to eddie be lucky strike in particular as who who came to them and they're like hey we need more customers he's like well you already got all the men but at that time sean it was illegal for a woman to smoke public it was literally fucking illegal and there was like cafes in new york city where the you know there's there's stories of of like high society women getting asked to leave and then women that could afford it would have like special smoking rooms in their homes that would you know that that really like it because they weren't allowed to do it in public oh and i should add something too women didn't really want to smoke most for the most part you know they they weren't really pushing back against it yes it was illegal but it was also considered a lady like it was a it was a man thing you know so he says to lucky strike he's like you know you gotta you gotta get the women's smoking so what was going on at the time was the women's rights movement you know so women around in the streets marching about you know wanting the right to vote and on be is capitalized on that so the big social event of the day kind of like the oscars of today was the easter parade which will go down fifth avenue and all the reporters would be standing on the sidelines and so be organized the float and he called up all of the the social lights and debut tons like the paris hilton and kim kardashians of the day and he got them all to go on this float and they're cruising down fifth avenue the parades happen know where they get to the corner where all the reporters were the women do you go into their stocking they pull out cigarettes put them in their mouths and light them up so imagine you know paris and chloe and all the kardashians and even all the jenner on one flow they all just start blazing right and the report clock what is going on here this is this is yeah i'm seeing you know women aren't supposed to do this be in his crew went around to the reporters and they said oh no no no they're not smoking they are declaring their rights with these torches of freedom oh wow and so the the the new newspapers ran with that they're like you know women that torches of freedom to show that they are equal with men and they can smoke too and so turned it into a movement and if you think about smoking to this day if you think about a women's a woman who smokes i think about a bit older than sean but i think of like kate moss and like the you know sexy model smoking now it might be considered gross for a woman to smoke again you know or anyone to smoke i don't really know what the kids they are thinking but yeah we you know you think like some like bad bad ass woman and you remember that old movies of audrey hep you know that famous seed and i think it's a breakfast needs where she's puff that long cigarette you know so yeah completely chase a world there that's amazing i never heard that story but i love that that that's like a combination of you got the event you have kind of news jacking which was jumping on to an existing trend but then also the the just the copywriting of the the words there of you know these aren't cigarettes these are torches of freedom that's really really powerful yeah the plants if you like that plants strategy ryan holiday wrote a great book called trust me i'm lying and he talks about all these phrases that he planted in the heads of his recorders when he was promoting things like tucker max books and and you know wild stuff back there so there's a new lesson in year new hijack so to speak that is help them rebel or feel superior so people have this tenancy in them they wanna go against the grain they wanna show that they are not one of the sheep you know they wanna show that they are not gonna bow down to the the mainstream pressure or society standards things like that you know and this is a really powerful concept that you're gonna see a peer throughout some of the the other demonstrations here but that's that's what be allowed them to do is is to rebel and and maybe even feel superior to the rest because they're they're leading the charge right okay keep going by the way i'm loving this so keep going alright so be had a problem lucky strike did this big campaign to get women to start smoking and they did start smoking but they didn't smoke lucky strikes please guys if you remember boop see the lucky strike package there sean what color is the main color it's green well green was a very undesirable color back in that day is it was considered an ugly color and so bernie got all these women smoking but lucky he's like what the fuck b they're not smoking lucky strikes so he has to come up with something new so he goes back to his his debut tau and and social rights and as they say here women of prominence and they create the first ever gala green ball at the waldorf hotel in new york city and the magazine started following around the kardashians of the day to see what type of outfits they were gonna wear that were styled in green and women started bringing green to decor into their homes and it just became a a big thing and the gala happens and the women are photographed of their exotic great outfits and it it became the most fashionable color within one year going from the yeah ugliest color are the most fashionable color and lucky strike without even trying became the number one selling brand cigarettes from women because they subconsciously wanted that green box holy shit wow is one of the hijack checks by the way using people of prominence or you didn't you don't include that in the in the hijack un questionable proof that falls under un questionable prove it's a great question but yes when we humans see someone as they just said in the new york times article goal someone of prominence doing something we automatically assume it's been vetted we automatically assume it's okay and we automatically add something in us that makes the legit do that maybe it's from when we were all un ent and you know if the chief is doing something then you do it too who knows but that's that's un unfavorable proof you know so you know he made it an event where this un unfavorable proof happened and also there was this force that that they wanted to rebel against you know these celebrities are like oh i'm cool enough where i can wear green and add it all look good you know you yeah know i heard this other other thing sean today so how old are you are you public with your age yeah yeah thirty five thirty five okay i'm forty four so when do you think of emojis what do you think about when i think of emojis yeah like who do you think uses emojis i would have said like teenagers teens and t yeah but i think but then i see people in india like my anti and my aunts and and and my aunts are crazy about that emojis yes i would have thought the same so my my buddy is dad the two teenagers he said they will not use emojis because they think emojis are something adults use yeah you do know i wanna be associated with the adults so kin these days they don't use emojis they'll just use like different text characters and things like that so you've probably seen these little like one to two or sorry two to three character terms that they use like tb or like you know it stands for to be honest or f r which means like for real you know they use those type of things to separate themselves from the adults you know people wanna push back it's a it's a natural human instinct yeah when when snapchat came out was getting really popular one of the things that i remember in silicon valley all the like product genius blogger guys were like yeah it's you know what the what steps snapchat should do is make it easier to use because look at this like at the time like you don't to use those face filters you had to like there was no button on the screen you had to just hold down on your face for three seconds like a magic trick like like a secret door that you didn't that nobody else knew about or even just in signing up there was like all these like funky ways to do it and and then the people i think one of the guys at snapchat came out was like look it's intentional that we want you know you know you baby proof medicine we're we're boomer proofing this app like the way that this is gonna make become really popular amongst young people is that we don't make it easy for older people to get in and figure how this whole thing works and we wanna make it easy for one friend of tell another the secret on how to do something so that they feel like they're in on it with with them and then it's like a word mouth viral vitality of how do you do that exactly it's like what's your parents in your instagram i got on facebook it wasn't cool anymore you know right and then everyone went to instagram and now you know uncle bob's on instagram and it's just like it you know so we're supposed to to tiktok right and we'll see if something comes next you know i think the the moms are well moms are definitely a big group on tiktok now i don't know if like i don't know are you on tiktok i'm i'm not i i have like a shot i i love tiktok even though you know it's my lucky strike i know i know i probably shouldn't be be smoking at tiktok every night but i do well you know tiktok is crack it is digital crack wearing well designed digital cracks so don't blame yourself people say that but like when i think when they say that they may avoid it and i'm like wait cracks like is it cracks supposed to be like the greatest experience when people do it and and then i open up take tiktok and i start swiping yeah well you know actually speaking of drugs funny out of there's another rebellion and i'm seeing in in my community against alcohol right now and and i remember in my twenties if was all about that alcohol you know if you didn't show if you should have a party empty handed you know it's like not cool i've gone to parties now with a bottle and maybe like oh this is a non alcoholic party can you go put that back in your car she like this back you know well i hope you brought some ketamine yeah exactly okay i'll last camp i'm gonna share with you about eddie be is the great american breakfast so early in the you know nineteenth century eight twentieth century breakfast was like some coffee and in maybe a roll or some oatmeal or something like that right no one actually had like a actual hearty breakfast and beach nut bacon comes to and they're like hey we wanna sell more bacon he's like well people are eating bacon usually for dinner sometimes for lunch there's another meal here we can take advantage of so be goes to his his on staff doctor or actually no was it was it was beach that's on staff doctor and he says hey doc would you agree that a hearty breakfast containing bacon would be the best way to start your day and the doctor was like oh of course i agree with you do you think so your doctor friends would agree so he has him write five thousand letters the doctors is across the nation thank i think bacon is the healthiest breakfast and people getting a heart breakfast do you agree forty five hundred doctors wrote back and they're like yes i agree that makes perfect sense they didn't turn this into an ad campaign but what they did do is they shared that result with all of the newspapers and so newspapers started publishing headlines doctors agree a hearty breakfast containing bacon is the best way to store energy to last throughout your workday and but that's how people started eating eating bacon for breakfast and you know all the all the bacon companies started going crazy because it became a breakfast thing wow so what are we doing here is we're selling the dream you know of a of a breakfast that's gonna give you more energy to get throughout your day you know so that's making it about them as well the un proof forty five hundred doctors can't be wrong right and then there's even a little bit of a feeling superior because if if your buddy is over there eating a role you're like hey sean got something to tell you about that role man it's not as hardy is this your bacon right so taps into all these these same psychological hijack so you keep seeing them over and over okay so let's take a step back now a couple decades to the nineteen tens orange juice now i grew up in the eighties and my mom had drink orange juice every day for vitamin c was this a thing sean when when you were kid totally totally orange juice is when i was a kid orange juice is good for you it's vitamin c which is you know good for your immunity this is what i was told and drank a lot of sugar because of that yeah so orange juice actually has the same amount of of sugar as a coca cola so orange you know it's it's glucose for something i don't know maybe it's a different kind of sugar but it ain't good for you so this was all the the result of a a marketing man named albert las who was probably the the mad responsible for more consumer change in the early nineteen hundreds than anyone claude hopkins pep claude actually worked with albert he was a top copywriter here and prior to claude coming board albert was contacted by the california growers association they're like out albert we got so many oranges here in california where i'm gonna cut down trees because they over and that we need to get rid of them and it brings the bugs and all that stuff you know how can we sell more oranges and i look at the lay of land and all the orange growers were competing against each other trying to say like we have the best orange you we have the best orange whatever he goes okay first of all you guys are out teaming up and so he teamed all together and he put him under one brand name and he called it sunk kissed which i think is a a pretty genius name yes and then as he's he's meeting with him i mean he notices that what the the growers would do for their kids as a as a as a special treat is as they take that orange and they they'd squeeze it into a cup and they'd give their kids a little little shot of the juice he's like oh wait a second how many oranges did it take to make that juice and they're like oh you know three or four or whatever so he thought what if we could make that mainstream because the juice tastes really good and so he had a engineer and invent this device that you could you know cheap plastic device that you can put an orange on and then he created this campaign talking about how oranges have all these vitamins in them and you know will help you get more of your nutrients from food tying orange juice to meals so you think about oh i wanna get the nutrients in this foods i wanna drink orange juice with it and then you had this campaign where you buy a box oranges and you send in your your proof of purchase then they send you this juice or thing so it was like you get something for free and create orange juice and so what does he do is sell in the dream of getting the more nutrients for your food the un question proof you know if you if you gotta go to actually read that ad it was like you know doctors recommend and and things like that he made it about them because it's showing them that they can get some benefit here and then here's a new hijack that's appearing for the first time actually maybe i mean i guess it would apply to toothpaste but change daily behavior if you can change someone's daily behavior you can create something big so too moderate because it's example of this bullet bulletproof coffee are you familiar with bulletproof coffee i'm just familiar with it from the surface level but yeah tell me tell me you know what do you know what it is it's like the butter coffee or the oil coffee mc or coffee what it is you walk into any starbucks in the country they don't serve bulletproof coffee but they know what it is everyone knows what it is and the genius that that dave asp had was he changed the behavior of these of of people that were already doing something he kinda like like intercepted their costs and additive to your coffee rather than a new new behavior so so now he's he's changing the existing behavior yes changing the existing behavior and so there's a there's a book called the miracle morning and it talk talks about the power of journal every day so you buy this book called the miracle morning and then you do the specific journal every day right long after you read the book and i met the author of that hal l rod and he told me something that had stuck with me i thought it was fascinating he said when was last time you recommended a book and i was like well i was just read this book on gang khan you know i've been telling all my friends about it or whatever he's like when were you telling them about i was like well i was telling about it when i was reading it said okay well most people recommend books during the the time they're reading that book and then they go and they read the next book right now i'm reading elon biography it's great that's why i just told you about that sean i'm literally in the middle of it you know i can tell you what book i read last month last year people talk about the things they're doing now so if you change their daily behavior like hal did with getting people to journal in the morning they they talk about it all the time so that book is sold hundreds of thousands of copies or maybe even millions by now because this is ten years ago he told me this because people are doing the behavior every day so they're talking about it every day like oh what'd you do today oh i just did my morning miracle journal like oh what's that you know it's so long after the book is through so if you change this daily behavior it has a a a viral effect that is untouchable by anything else of that okay so let's get to some more modern examples the nineteen seventies sean do you know who this guy is no some some runner i don't know who it is okay so this this guy before our time but gentleman's name steve pre font mh and pre was best comparison i can think of is like that the michael phelps of his time you know no one was really thinking about swimming until michael phelps came around and was such a dominant athlete from the usa you know so wanted to get behind him so pre font was that guy for running and pre had all these great quotes like mall la ollie he's like you know yeah someone can beat me but if you're gonna beat me you gonna have to bleed you know and he's like so if you don't run until you're you tell you feel like you're gonna you're gonna die you're not honoring your gift you know so he had all these great quotes he was a great media figure he won every college record from like five hundred meter up to two thousand meter pre was the man and nike was just coming up that actually just started like making their going from being at a distributor making their own shoe and fortunately pre was in oregon so were they and they got them to to wear their shoes and it was a a big thing because the un unfavorable proof now you've got pre font the top runner in the country wearing nike shoes tragically pre passed in a car accident before he could go and and honor his olympic glory but before he did that he really put nike on the map because you know running was his thing running what's the one accessory that you need shoes and so this was such a big deal that it actually changed the entire industry so so prior pre pre was around in like the seventies right if you read phil nights book he talks about if you went jogging in like the forties fifties or sixties people were like throwing bottles at you from your car because the they're just like mad they're like what is this idiot doing you know he's in the road or whatever and it was just like really hated upon and pre font comes along and running actually becomes cool again and so nike got to ride that that tailwind and then what also happened is is back then people were wearing shoes that were like you know kinda like the loafers shoe or or whatever like pretty basic shoes and people wanted to rebel against that rebel against the shoes that their dad was wearing and so they started wearing these athletic shoes these running shoes as a part of their daily attire to make a statement that like i'm rebelling and i'm superior and it changed the entire shoe market now athletic shoes are probably the best selling shoe and only a tiny percent of them are worn for athletic activities and then all started in the in the seventies with with pre font and then of course nike had the amazing campaign with jordan which was more un questionable proof you know making them feel superior they got the best basketball shoe and sell the dream that they're gonna be able to to fly like mike so that was a a world changing campaign that not a lot of people think about when they put all their kicks every morning you know you know one of those that's i feel like is happening right now in a small way so you remember like i don't know ten years ago or something like that those vi five finger shoes were like getting popular do remember those yeah so like you would see one and you'd be like what this person wearing a foot glove like what is this thing and then they would immediately go into the spiel about why this is better for you and like how they do whatever and i think this is like i i've seen this a lot now there's a popular youtuber or or instagram guy called knees over toes guy and he's basically like it's like a rebellion he's like have any of you ever been told when you're working out like don't let your knee go over your toe when you're squat because it's bad form he's like bullshit like i had all these knee surgeries nobody could tell me how to fix it i fixed it myself because i started training that way specifically so it's like a rebellion against the fitness industry then he's like a rebellion against nike because now nike is the big bad like the incumbent mh and so he's like nike shoes those are like wearing high heels you you know you shouldn't have these like huge heel shoes you should have low drop flat shoes basically and so he came out with his own shoe but also there's just like a bunch of these brands now that are kind of like flat more like you're walking barefoot barefoot shoes like you're walking on on the ground and it's funny that like now nike is the big kind of status quo that they wanna rebel against and point out how why why you shouldn't be wearing nike shoes because of this other reason doctor five thousand doctors agree that the nike you know cushion is actually bad for you so yeah so you know big one was macbook launched this ad that was called nineteen eighty four and and aired during the super bowl and it it was a big rebellion against ibm everyone was using these ibm and macbook came out and they're like we're the new thing you know and i think they i got the idea from this volkswagen ad right here so volkswagen when they came out i think it was in the sixties all those cars were huge you know if you think of like the sixties seven chevy you know these huge cars that you couldn't get into a parking spot and had all this extra extra stuff on them that you didn't need they came out with this think small campaign that absolutely crushed it and it was like the the hips statement at the time was to to drive a a vw bug you know and made one of the s selling cars there's another ad that just came out from someone who who's a master this is that's trump so this is another video that that i would suggest you play if you can because it's really fascinating and they show hillary talking about how the trump people have have to be the program are you seen this at just came out like two days ago no i haven't seen so what what is it with trump taking a commanding lead and by hurting american families genius hillary clinton has come up with a way for biden to win there needs to be a formal deep programming of the cult members formal deep programming of the cult members deep programming programming deep programming member of the cult members a brilliant plan and here's what that would look like pay attention attention to joe biden will defeat him feed him brian has done an amazing job amazing amazing job but there's one small problem the basket of d working americans are idiots hits and they know who's on their side to american workers watching their take home pay shrink and watching inflation destroy their family in their lives to all of you i have your back i'm donald trump can i approve this message wow their that's so well done i mean love right the the man is a master marker and he just rallies his base to to rebel against you know the the incumbents what's the word the the elites the kind of the this status quo yeah and do you think like in this case do you think trump has input on any of that or this is just they hire some ad agency that does these things like is he the master marker maybe he he he makes the sound bites you know that sound bite i think was live from a speech that they plug that at least it looks like it was and you know a lot of times these speech writers they think about that so there's a famous speech obama yes we can do you remember that speech yep yep of course that was a huge one when when the speech writer first presented obama with yes we can obama didn't like he didn't wanna give that speech he thought it was too basic he's like i don't wanna repeat the same thing over and over you know the the audience deserve something more intelligent and they had to convince him to to do this yes we can speech and presented it as a rally cry and and finally like i'll okay fine you know goes out and gives a speech and that sound byte man i think it was a will i am turned that into that music video that went crazy you know right it's just a a really powerful sound byte and and i find it the best politicians end of speaking and sound bites you know trump so effective at what he's doing the blogger scott adams if anybody wants to get a go deeper on this the blogger scott adams who created gilbert he when trump was running in twenty sixth team and nobody thought he would win scott adams was one of the first people i saw that came out and was like oh not only can he win he will win in a landslide which is what exactly which is what happened and he explained he goes trump has verbal kill shots you know he has these phrases that he'll say about opponents where he'll be like low energy j bush and then you can never look at j again and see anything but low energy and j so offended by that he feeds energy into that like he only he starts to be flustered by it and then he starts to try to up his energy and then trump pat on the head be like well at least you're trying now yeah that's good you you're trying to pick up the energy i like that and he would just destroy candidates with like you know crooked hillary you know and he would just just brand people in a one shot kill with with the with these phrases and even the one you that video you just showed the kind of i have your back like you know he he's very very good at just repeating simple messages and and branding himself one way and and positioning himself against the others the other way alright so the eighties here's a a force for good so did you know sean in the phrase have one for the road do you know where that came from no but now that i think about it it's kind of a fucked up phrase so i would think that the the worst use of that phrase would be go and have one and then go drive but it actually meant take a beer in your car and drink it will all driving away from wherever you're going right so drunk driving was out of control and a can't campaign was created friends don't let friends drive drunk and it had three things to do drive your front home have your friend sleep over or call a cab you know and this cut drunk driving in half it it it was something like a forty to fifty percent drunk driving decrease when this started going around that's like craig if i say the phrase this is your brain on drugs what do you think of yeah you think of that friday egg a powerful demonstration right and egg hitting a frying pan sizzling like yeah that was how long ago that was like had been i was a kid like i was that was twenty plus years ago and it still has hijacked my brain where if i if i see an egg i think about drugs or if i hear this is your brain on drugs i hear the egg you're right like that that is so powerful how that worked these powerful demonstrations are unforgettable you'll never look at a sword and not think about the sword slicing through the bullet yeah there's something about it that it really sticks in in the human mind maybe it's a way we are taught how to learn you know i a i a daughter now and she's learning physics not the way i think of physics and it's not something thought but you know you have kids too you see how they learn the way blocks fit together and gravity and all of this you know it teaches you a lot about how the human brain learns and if you think about what these demonstrations are they're they're really physics demonstrations so it's like that's how we've been learning since age zero you and and right we need that foundational physics to survive you really knows it hidden in babies like they need to know that if they're crawling and there's something here that it's gonna hurt if they hit it it gets so basic but the kids don't know that they actually have to learn that and you know and you think about i i also was was like why don't we remember anything before we're five years old and i think it's because the brain is optimizing to learn physics like the physics are just so important that you just we don't be memory right now physics are like fundamentals man if you don't know if physics you're gonna fucking die like just you know walking down the street right right so it's all the physics no i think these are like new physics lessons that that we find really fascinating you know what else people are really interested in is these they call them asm asmr videos where percent the doing things that are happening we do this as an ad for my e com brand so i was watching tiktok and there's these tiktok that are these soothing asm are things the ones that i was watching were like a bottle they there's a bottle filled with sands or mar a sand or mar marble so i think there's marble and they would they would roll the glass bottle down a set of cement stairs so you hear like the cli rolling like a glass bottle rolling sound and you hear the cli as it hits the stare and then by the second or third stare it cracks and then you hear marble bouncing like sync like down the stairs and for some reason these these videos always have like ten million ten million views on them just because they're like oddly satisfying to watch and people just love that combination of of the visual plus sound and so we took that and we remix that with our product basically we we we've integrated it in with our products so that the video starts with that rolling thing and then we just sorta of hijack the video and show our product upon the match and way more people watch that than if we just start with our product even though it's a complete bait and switch that's interesting yeah i mean if you go up to someone on the street and me be like hey do you love physics you wanna study physics like no but that's actually not the truth humans love physics we all love physics we're obsessed with physics and it starts at a zero don't interesting take so yeah so this this ad a prevent drunk driving did the you know all these these same things and it worked so okay so here's a a a modern story so two thousand ten when we were were starting golden hip out my brother comes to me says hey you you're heard of probiotics and and i hadn't and it was like what are those and he says well you know you got all these bacteria and you and i was like okay what you mean he's like you know your microbiome i'm like what's that you know he goes out to tell me that you know you you take these probiotics which are good beneficial bacteria supposed to do something right so i take them and i started having a lot more regular poops i don't know who what i was eaten before but they start working and i was like why why is this affecting me i'm a pretty healthy guy i'm pretty good shape this is this is actually helping me out and i started looking into it and i realized that all of these foods i was eating that i thought were healthy because they said low fat or whatever on them had sugars or artificial sweeteners or things like that pumped into them from the food companies and they were on the on the labels under different names so you don't know what they are you know like super or right you know agave nectar things like that you know like you you they could say zero sugars on the label but there three days are have substitutes yeah yeah but it's got agave it's got corn syrup it's got like you know natural fruit juices you know all those things are are sugars and so i started digging into this and there were some shady stuff man there was some some experiments don where like like you know the sugar companies would would pay a farmer to you know live food is very expensive for livestock and and farmers always dreamed that they could give their livestock sugar instead of food and they they'd be able to use that as a nutrients so they stop this big food expense and like they do that they try it then the cows would all die you know and then they tried it okay well let's take the food and let's add sugar and see what happens and then the cows would still die and they eat blue and then then they did dairy the studies right and then the the artificial sweetener things were even worse so there was a company ged sear that invented artificial sweetener called asp team is now known as nut suite what a lot of people don't know is when they he came up with this artificial sweetener they knew it'd be a a billion dollar products because the sweetener market had already even built out they started testing it on lab animals and that lab animals were growing tumors and the scientists got popped the first time ever the the government filed criminal charges against a food company for false spikes studies because the scientists were cutting the tumors out of the animals and sewing them back up and saying oh no tumors here and they got caught doing that wow and so i found out about all this and i was just like completely my and so i wrote this presentation about this and i talked about probiotics and how a way to combat the artificial sweeteners and and sugars that are being pumped into your foods that it'd be impossible for you to discover them all you know is to add good bacteria because those you know the the bad bacteria growth that that happens because of all this consumption that makes the bad bacteria get really frothy need to be offset by good bacteria and so i put this video together and it went absolutely bananas so yeah it was seen by probably you know hundred million people it's hard to track but the last we checked there was over a hundred million and this isn't in a period of about four months joe rogan tweeted it out and someone wrote there they're like hey do you realize this is a actually an advertisement for a probiotic and they wrote back oh yeah you know i didn't see that till the end tweeted out before i i got to the end of the video to watch it or something like that you and it you've created the biggest probiotic brand in the world at the time and it was because of this educational component showing people that your food supply is messed up and you have something called a microbiome that's getting affected by your food supply and one way to aid that is with with probiotics and so if you look at the google trends which we didn't have in the twenties you know i'm if we could do this for google for the twenties it like at like you know cigarettes right you like it may spike after the the easter day parade right where vw bug you'd see the big spike after the the think small campaign but we have this now so if you look at probiotics you know probiotics we're gaining some steam here and here's where our ad comes online is key antibiotics was our brand so look at the general spike in probiotics okay so what what happened there well you can see basically the day we get ticked off of google and it goes down and you see the trend line goes down too but that you see it it it it goes back up again and you know this is what we lost our next probiotic gram perfect my you know did did okay it it wasn't the the huge bang success that that key antibiotics was but fear not met a guy named doctor gun in twenty sixteen we lost a brand with him and look at look at these spike lines look at the probiotics spike lines compared with with the term gun and the reason we we we at some days is when the the campaigns would be running really strong you know read of the the video is running running a lot that's where the the searches would go crazy and that was because doctor gun is out there with with our educational presentations talking about the microbiome we're talking about probiotics and pre probiotics and really just educating the world on this stuff and you know we didn't bring probiotics to america or or anything like that but i like to think we were probably a company that taught more people than anyone about the microbiome and now you know the probiotics trends you know keeps keeps going and i think it just keeps going up into the right if you if you find the the current data you know and by now the market has changed you know i talked about i did a twitter thread a away back i talked about the three stages or product market so there's clueless which is when you you need to create the the the marketing wave because your your market knows nothing about the the product right so back then when i started no one knew anything about probiotics so if i just said like hey years probiotics try them out no one would cared but i started with something they did care about was who's like hey your digestion messed up are you having your irregular at the bathroom well here's the reason why and then the next stage of the market is is curious where someone's probably heard the term probiotics and and you could jump in and so while my ads in twenty thirteen twenty fourteen were starting with digestive health i had an ad in twenty eighteen i believe it was and the headline was doctor says throw your probiotics in the trash and enough people knew about probiotics by then they were like oh that's wait wait i heard these are good for you you know right meh click on it and it goes on to talk about most probiotics don't have strains of potency and also you know pre biotic are important and and this and that you know so that's just knowing the market where it was and and and where you need to jump in and then the next level the market is is saturation and that's kinda where the probiotics market is now i'm not watching new probiotics you know i i every time i go to conference someone comes out to me like i'm a probiotic oven good luck shit you know it's it's pretty comm monetized by now but there's still some that i've i've broken through with with strong campaigns amazing and so see these are the seven hijack jacks i'll read them out here so number one make it about them so that's making about the customer and the benefits that they're gonna get number two make it an event that's the you know nothing attracts a crowd like a crowd then number three is a powerful demonstration so that's the pt barn that's the elevator with the axe that's the sword cutting through the bullet that's the drinking dirty water show un questionable proof so that's using experts like doctors or influencers plus you know like you said he was willing to be in the elevator while the thing was cut you know that's a a demonstration proof five change in daily behavior and i think this was changed an existing daily behavior is that right or is it change any daily behavior i mean it could it could be either you know okay so and so this is like bullet bulletproof getting you to add something into your coffee something you're already doing or like breakfast having a hearty breakfast as the start of your day versus you know just a coffee in in a in a bread roll yeah so hijacked david hijacked to the daily behavior and and what we do with probiotics is we change the daily behavior we encourage them to take something every day so then six is self the dream that's the the movie star smile that's underneath that film if only you would start brushing your teeth or this is craig poop regularly because he now takes you know probiotics probiotics that's the dream and the number seven is help them be rebel or feel superior and so that's you know be able to to stick a middle finger to the man whoever the man is whether it's nike or it's you know the women not having equal rights or whatever give them the tools and the badge to to feel like they're superior and in a rebellion a part of a rebellion that's right amazing sad and well sad you're you're good student yeah well this is i mean the stuff that's in here is guess like this is rare in two ways number one i took marketing classes in college and i had marketing professors not none of my marketing professors had never done what you they never created a category they never did a billion dollars in sales they never sat there and crafted you know even this presentation when we talked three days ago it was gonna be like marketing throughout the decades no and you were like no that's not gonna be the title i gotta think of something good and you come back with seven seven human hijack how marketers have hijacked your brain and i'm like oh god just seeing you go from two days ago with no title or a shitty working title to like a really strong title is seeing somebody action or hearing you you what you did with the the a probiotics market so number one the opportunity to have a teacher who's actually a master of the game is so rare so obviously i'm sitting up at my seat i'm paying attention number two any one of these like i'm thinking as you're were talking my brain was like having almost a hard time listening because i'm firing ideas for any of my companies i'm like oh a powerful demonstration how could we show this in a way that's exaggerated and would would which almost be kind of shocking or rats drama to what we're doing versus just saying the feature or saying it's good like now how could we like do do a powerful demonstration that would give people un unfavorable proof right so i couldn't even like stop my brain from moving while doing this now that's i don't know that's the entrepreneur in me but i think there's a lot of people who are listening that are like that they're like if you pay an attention to this even one of these hijack could like literally like change the trajectory of your company so anyways i appreciate you putting this together this is kind of a this is amazing to me i don't know how other people gonna feel about this but like as is as the only student in the room right now i was you know i i pumped about this this is this is great well i i appreciate the kind words and you know this as i say if you could change the life of just one person right than your job right please slow i'll take alright well you did it this has been a master class for sure so thanks for thanks much for watching that's the pod i feel like i could rule where i know i could be what i want to from at all in it like a day's off on a roll less travel never looking back