EP 197: Can Harmon Brothers make stock tips funny? (ad breakdown with creators)

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In This Episode

You’ve surely seen the hilarious viral video ads for products like Squatty Potty (with the famous ice cream-pooping unicorn), Purple Mattress, Lume Deodorant, and Poo Pourri.

Those ads are made by Harmon Brothers and have single-handedly revolutionized the world of Direct Response marketing by using bold humor to interrupt the long-running pattern of “dire warning” themed ad campaigns. 

Well, now Harmon Brothers and superstar Creative Director Jonny Vance have taken on the traditionally stodgy financial newsletter industry with a hilarious new video that is lighting up the market.

Aaron DeHoog, the Executive Publisher at Banyan Hill, became inspired by the idea of making a short, humorous video ad for one of their trade alert products (Profits Unlimited) after seeing Jonny Vance present a keynote at Copy Chief Live back in October.

They spoke at the event, then went to work distilling what normally takes thousands of words of long-form copy or an hour plus of webinar content to sell into a tight and incredibly entertaining video of just three minutes and five seconds. 

In this episode I broke down the key sales elements of the sales video for Profits Unlimited using the updated 4×6 Copywriting Formula…

Finally, I interviewed Aaron DeHoog and Jonny Vance together on the Chief Chat (our twice-monthly live copy critique webinar) and learned the answers to these (and more) questions…

  • What inspired you to take a shot at taking such a different approach to selling a financial newsletter, which are traditionally sold through long-form copy methods?
  • Why did you choose Paul Mampilly over any other guru for this project?
  • What was the process of distilling the message down into 3-minute video?
  • Which “critical” sales elements did you have to leave out to keep to time? 
  • How involved were you in the process of scripting and shooting the video? Were you on set? 
  • Who developed the landing page? Banyan Hill or HB?
  • Plus, you’ll hear how the early numbers and sales projections are looking.

Resources

Plus… whenever you’re ready:

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Kevin Rogers
Kevin Rogers
Kevin Rogers is a stand up comic turned copywriter and now a copy chief. Kevin is also a best-selling author of The 60-Second Sales Hook. He created Copy Chief to bridge the gap between biz owners eager to improve their sales conversions and copywriters eager to show off their hard-won copy chops.
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