As co-founder and creative visionary at Harmon Brothers, Daniel Harmon uses storytelling and humor to create ads that convert. Since 2014, he has helped create videos that changed the way we do advertising today, and that at the time were confused with funny sketch videos that had to assure audiences "Yes, this is real. This is a real ad." Now, he joins us to talk about how the Harmon Brothers found their comedy niche, how they find the right creative thinkers to write their unique ads, and how the company teaches their entire system through the Harmon Brothers University. 3 Golden Nuggets Hiring unique thinkers. The Harmon Brothers have developed a very unique style of advertising that stands out for its comedy. To build this style, Daniel says they have focused on getting very creative people with comedy backgrounds in the writing room. You’re going to be much better off teaching a comedian to be a marketer than a marketer to be a comedian. Creating ads that convert. When it comes to creating great ads that convert, the starting point will always be finding a product or service that you’re passionate about, that is offering real value, solving a real problem and on which you’re already sold as a customer. That way, you’ll me much more effective at communicating the benefits of that product, as opposed to doing it just because that’s your job. Stop copying the big agencies. Smaller and medium-sized agencies look at bigger companies and decide that they have to do what they’re doing, which is a mistake. Depending on the stage of the company, there's different ways to focus your advertising. Try to model how someone actually got there rather than looking at where they're at now and try to duplicate that, because you may end up looking silly. Sponsors and Resources SweetProcess: Today's episode is sponsored by SweetProcess. If you're looking for a way to speed up processes in your agency, SweetProcess will provide the systemization you need to scale and grow your business. Check out sweetprocess.com/smartagency and get your productivity up. Subscribe Apple | Spotify | iHeart Radio | Stitcher | Radio FM How to Create Amazing Ads that Convert More Clients Jason: [00:00:00] What's up everybody? Jason Swenk here and I have an amazing guest on the show. One of the Harmon brothers who is going to talk about how you can turn your poop into gold. Literally. Their videos are so funny and their ads reach so many people. And I'm happy to have them on. So let's go ahead and get into the show. Are you frustrated with how long it takes you to get stuff done in your agency or tired of your team missing steps or falling through the cracks? You know, you may be looking for an easy way to capture SOPs to scale your agency faster and easier. Now, our partners that Sweet Process have created an amazing tool to help you overcome all these frustrations. Sweet Process really lets you create a step-by-step instruction from every task in your agency. From writing proposals to executing client work and responding to client requests. So everything gets done more easily. No more mistakes or missed steps. Plus you'll have a central place where everyone employees, contractors, or even VAs can access your procedures anytime from anywhere. The best way to learn about how suite process really can streamline your agency is to start using it. So exclusively for the smart agency masterclass listeners, you can try it out for 28 days free of charge. No strings attached. Just go to sweetprocess.com/smartagency. To start your free 28-day free trial today. That's sweetprocess.com/smartagency to get your SOPs down and your productivity. All right, what's going on? Welcome to the show. Daniel: [00:01:49] Thanks for having me, Jason. Glad to be on. Jason: [00:01:51] Yeah, man. So for the people that have been kind of hiding under a rock a little bit, tell us who you are and what you do. Daniel: [00:01:57] I'm Daniel Harmon. I'm Chief Creative Officer at Harmon Brothers,