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:
 
Craig Clemens Twitter
Craig Clemens Instagram
Craig Clemens LinkedIn
Golden Hippo
Eben Pagan Double Your Dating
Claude C. Hopkins
Robert Collier
Eugene Schwartz Alexa
Crunchbase WeWork
Breakthrough Advertising Robert Pittman
Gary Halbert
Hemingway Editor
Rachel Hollis
The Boron Letters
Tribal Leadership
Russell Brunson John Reese
Dean Graziosi
Tony Robbins Brendon Burchard
Donald Trump Twitter
Mike Bloomberg
Barack Obama
Tim Ryan

Must read book: Ready, Fire, Aim

 
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