How Craig Clemens Sold Over $3B Over Products With Copywriting
Leveling Up with Eric Siu
How to Write at a Sixth Grade Reading Level
Copywriting is all about the basics. You can't try to sound smart, that's where the copy fails. The mistake a lot of writers make myself included is trying to get too fancy. Anytime I try to gettoo fancy with a marketing piece, I usually lose the customer. That's what I've learned.
Although marketing has evolved a great deal over the past 100 years, the same principles still apply because human psychology has not changed. This is why is, no matter how complicated the marketing landscape gets, simple copywriting remains the most powerful. No-one knows this better than today’s guest, Craig Clemens, an exceptional copywriter, brand-builder, and positioner. As co-founder of Golden Hippo, a leader in direct-to-consumer marketing that builds innovative health, beauty, and pet care brands, Craig knows that it takes to connect with customers effectively. In this episode, we dive into Craig’s fascinating marketing journey, including some of the profound sales and life lessons he learned from his time as a telemarketer. We also gain insights into Craig’s copywriting process, where he highlights the importance of market research. He does not believe in selling products but instead offering unique solutions to people's problems. We also hear more about Golden Hippo and its distinct approach to building brands. Along with this, we touch on politics, where Craig dissects how effective marketing is key to building momentum and a dedicated support base. Tune in today!
TIME-STAMPED SHOW NOTES:
- [00:21] Before we jump into today’s interview, please rate, review, and subscribe to the Leveling Up Podcast!
- [01:07] Craig’s background and his journey from telemarketing to where he is now.
- [04:38] Some of the biggest lessons that Craig learned from his time in telemarketing.
- [06:16] Craig’s recommendations about the best copywriting resources.
- [07:28] Why successful companies are some of the best examples of great copywriting.
- [09:29] Hear why you should be wary about studying venture-backed companies’ ads.
- [10:59] What Craig’s daily copywriting and creative process looks like.
- [12:17] The unique things about market research compared with other types of research.
- [13:56] Why good copywriting is about doing the simple things really well.
- [14:25] Gary Halbert’s copywriting advice and some of his seminal work.
- [17:56] Golden Hippo’s current hiring needs and reopening their offices.
- [18:28] Details about Craig’s company before Golden Hippo, Breakthrough Media.
- [19:56] Golden Hippo’s founding story and current employee numbers.
- [21:13] Hear more about Golden Hippo’s unique culture around each of their brands.
- [22:32] The ads that Craig has written have generated over $1 billion in sales revenue!
- [24:16] Important lessons that Craig has learned about leadership as his career has evolved.
- [27:23] Marketers and founders that Craig is currently following.
- [28:46] Craig’s take on politics and the role that marketing plays in the political landscape.
- [33:37] Hear about Craig’s favorite business book and best business tool.
Resources From The Interview:
Eben Pagan Eugene Schwartz Crunchbase Breakthrough Advertising Russell Brunson Tony Robbins
- Brendon Burchard
- Donald Trump Twitter
- Mike Bloomberg
- Barack Obama
- Tim Ryan
- Must read book: Ready, Fire, Aim
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