The 7 Human Hijacks - Covert Marketing Methods the Brain Can't Resist

**Shaan Puri** (0:00)
All right, I'm not jealous of any people on earth, I think I'm jealous of Craig Clemens, 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, and he thought it was just gonna be a normal episode, but then when we started talking, I realized that I wanted him to give me a masterclass. 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 hijacks. And he goes through 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 him, marketers, that use specific tactics in order to make those a thing. And if you're an entrepreneur who wants to be successful, you need to be good at marketing. You gotta be able to sell your product and it's 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 it? We're gonna be back in a second, but first let me tell you about something magical happens when the third quarter ends and the fourth quarter begins. It's where the sales teams become legends. That's why HubShop built its sales hub to give sales reps the deal making tools that they need to win in Q4 and close the year strong. Sales hubs prospecting workplace organizes your schedule, goals a to-do list in one place and saves your team's precious time in the fourth quarter. And with an easy to use deal management tool, reps can find, track and close deals all in one place. Plus AI forecasting helps you accurately predict future success. So put your sales team on the fast track into winning in Q4 with Sales Hub. Learn more at hubshop.com/sales. All right, let's get back to the pod.
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 15 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 guard those secrets anymore.
So I told him to give them to us. And I don't know about you, but I've had professors in school, I've took marketing classes, but those were not people who have actually been in the game, done it. People who have actually created categories, sold hundreds of millions of dollars of single products that a year ago, nobody had ever heard of. And so Craig tells the story of how others did it. And at the end, he tells a story about how he helped create the probiotics category. If you ever had probiotics, you can thank Craig, because he was the one who created that category and made it mainstream. So enjoy this Marketing Masterclass on the seven human hijacks, how marketers have hijacked your brain with Craig Clemens.
What's up, dude, you, I have this theory now. I guess we come on the podcast. The more their video setup looks like they were either taken hostage or are like, you know, in some motel somewhere, the better the guest is. And we had Balaji 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 setup, like, you know, he was not in 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, the less interesting things you usually have to say.

**Craig Clemens** (3:09)
Yes, yes.

**Shaan Puri** (3:10)
And the cool thing is you're like the real life bad men. 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 kind of realized that you have a masterclass 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 masterclass, which is just let somebody do their thing for 30 minutes. And the cool thing about this is you said you had given a talk internally to your team, to your company to pump them up.