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Listen "Brenton Crane on How To Make A Good Sales Video That Leads To Building A Memorable Brand (#26)"
Episode Synopsis
The Process Podcast is hosted by Jeff Sherman
From Government Employee to Creator of Internet Most Viral Commercials (100’s of Millions of Views). Benton Crane is the CEO of Harmon Brothers, the company behind the viral videos for companies like Squatty Potty, Purple Mattresses, and Poo-Pourri. The videos they have created have cumulatively generated more than a billion views.
In this episode of the Process Podcast, Benton shares with us his secret formula for new entrepreneurs on how to make a good sales video that leads to building a memorable brand.
KEY TOPICS
There’s no such thing as luck for consistent success
Core Principles of creating a successful viral video
The pattern disrupt of “surprising, yet fitting” instead of “bait and switch”
Methodology of analyzing, testing, and refining
Distribution and outreach strategy
SHOW NOTES
Google started paying a billion dollars for cat videos [02:00]
The Orabrush Commercial that started my content creation journey [02:30]
Reaching out to Google and asking for a Skip button [03:24]
The shift of power from Advertisers to the People [03:45]
In 2013 I quit my day job to market Poo Pourri [04:40]
Snowball ads clients from Squatty Potty, Fiber Fix, to Purple Mattress [05:20]
We built a reputation for creating content that help products that were ready to scale [05:50]
How spreadsheets and analyzing data helped me become a better content creator [06:40]
All our videos go through dozens of tests and refinement before the masses see it [06:50]
There’s no such thing as luck for consistent success [07:20]
We have a rigorous methodology and multiple variations for each ad campaign [07:30]
Principles of landing pages hold true for video [08:30]
The most effective way to sell is face to face [10:20]
As you get more sales, you have the flexibility to make videos that are memorable or funny [11:00]
Start out Sales Focus and pitch, and then after you get traction, start to build your brand [11:40]
The technique of “surprising, yet fitting” instead of “the bait and switch” [13:35]
Donald Miller storyline format: The Hero’s Journey [16:40]
85% IMBD top 100 movies follow the Hero’s Journey format [17:11]
Positioning the CLIENT as the HERO and you (your brand) are the GUIDE and you give the client the tools to succeed [17:35]
Don’t take testing too seriously in the beginning [22:00]
Distribution Strategy or Influencer Strategy [22:30]
Have different cuts appropriate to different social media platforms [23:00]
In the short term focus on sales and the long term focus on brand [25:25]
CONNECT WITH
Linkedin: @bentoncrane
Free Marketing Audits: harmonbrothers.com
For more episodes of The Process Podcast visit us at www.theprocessshow.com
From Government Employee to Creator of Internet Most Viral Commercials (100’s of Millions of Views). Benton Crane is the CEO of Harmon Brothers, the company behind the viral videos for companies like Squatty Potty, Purple Mattresses, and Poo-Pourri. The videos they have created have cumulatively generated more than a billion views.
In this episode of the Process Podcast, Benton shares with us his secret formula for new entrepreneurs on how to make a good sales video that leads to building a memorable brand.
KEY TOPICS
There’s no such thing as luck for consistent success
Core Principles of creating a successful viral video
The pattern disrupt of “surprising, yet fitting” instead of “bait and switch”
Methodology of analyzing, testing, and refining
Distribution and outreach strategy
SHOW NOTES
Google started paying a billion dollars for cat videos [02:00]
The Orabrush Commercial that started my content creation journey [02:30]
Reaching out to Google and asking for a Skip button [03:24]
The shift of power from Advertisers to the People [03:45]
In 2013 I quit my day job to market Poo Pourri [04:40]
Snowball ads clients from Squatty Potty, Fiber Fix, to Purple Mattress [05:20]
We built a reputation for creating content that help products that were ready to scale [05:50]
How spreadsheets and analyzing data helped me become a better content creator [06:40]
All our videos go through dozens of tests and refinement before the masses see it [06:50]
There’s no such thing as luck for consistent success [07:20]
We have a rigorous methodology and multiple variations for each ad campaign [07:30]
Principles of landing pages hold true for video [08:30]
The most effective way to sell is face to face [10:20]
As you get more sales, you have the flexibility to make videos that are memorable or funny [11:00]
Start out Sales Focus and pitch, and then after you get traction, start to build your brand [11:40]
The technique of “surprising, yet fitting” instead of “the bait and switch” [13:35]
Donald Miller storyline format: The Hero’s Journey [16:40]
85% IMBD top 100 movies follow the Hero’s Journey format [17:11]
Positioning the CLIENT as the HERO and you (your brand) are the GUIDE and you give the client the tools to succeed [17:35]
Don’t take testing too seriously in the beginning [22:00]
Distribution Strategy or Influencer Strategy [22:30]
Have different cuts appropriate to different social media platforms [23:00]
In the short term focus on sales and the long term focus on brand [25:25]
CONNECT WITH
Linkedin: @bentoncrane
Free Marketing Audits: harmonbrothers.com
For more episodes of The Process Podcast visit us at www.theprocessshow.com
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