The Greatest Mind Hacks in Marketing History (Craig Clemens Interview)

alright you're about to hear a podcast with a guy who does over a billion dollars a year in sales and yet ninety nine point nine percent of you have never heard of him it's my friend craig he is the smartest marketing mind i know period and in this podcast he talks about the three greatest lines in marketing history he breaks down why they were he breaks down the ads that he used in his business and how he took one business from zero to a hundred and twenty seven million in sales in year one enjoy this episode with craig clement i feel like i could rule the world i know i could be what i want to from at all in and like a days off on a road less travel never looking back craig what's going on man we were just having a conversation out there and you gave me this teaser that's unbelievable you were like well you know the three greatest lines in in the history of marketing and i had to put the finger up to your lips like we gotta record this until we came in here emergency podcast before you tell me the lines i'll tell people who you are so craig cl he created it's done many things but one of the things he created is golden hip it's a company you've never heard of but it just crush it it's a e commerce company you guys have done over a billion dollars of sales online so whenever billion in the year a billion a year doing a year that's the important correction every time i talk to you the marketing part of my brain just explodes i just get so much smarter and so you're one of my favorite people to talk because i every time i learn from you i can go do something in my business right away that's gonna make more money so i always appreciate that you gave me the teaser the three greatest lines in marketing what are they okay so the greatest line in marketing history if you google or chat gp it is going to say a line different than what i was gonna tell you okay what would they say i'm gonna tell you what they're gonna say in a minute teaser teaser marketing is a lot about teaser because it is a very strong line and it's worthy of discussion but i'm gonna start with my favorite headline of all time and that was written by a copywriter named gary hall and the way it came about he was contracted by a woman named to bo nine who was the wife of movie star ernest bo nine before our time but apparently if we went to our parents and grandparents and we said ernest bo nine and they would be like oh yes he was a brad pitt type of the time so his wife wanted to come up with a perfume and she asked gary to figure it out for her so gary doesn't know the first thing about perfume he knows a ton up marketing at the time he was a legendary copywriter had many many successes and so he's brainstorming on what to do as he's walking through them mall one day and he sees a kiosk where there's like these little oils and things like that you ever walk by that kiosk of course there's always like very like talker right and make your own perfume right and so he goes up he's like hey what are these create created creations of perfume do you make them yourself or whatever and they say oh yes the essential oils are put together to make your own perfume me and he says is there one of them that outs sells all the rest and they're were like oh yes china musk china musk is the best seller by far he says why doesn't someone take china musk put in a fancy bottle and call it x y z perfume and they're like well that's a great idea no one's ever done that he says okay me some china musk so he takes the china musk and he walks over to the jeweler that he knows and he says mister jeweler i would like you to put this in a fancy glass and gold bottle that is shaped like a tea puts it in the bottle and then he sits on it for like three months k calls to nine and he goes to i have spent the last three months traveling the world in search of the finest perfume and i think finally after sampling literally thousands i've discovered it i wanna bring it over to your house right now and have you smell it he brings it over she's just in awe of how great the china musk smells and she decides she wants to launch it and she wants to do the launch party at her friend candy spellings boutique on ro drive ka is a wife of aaron's spelling the the big producer and gary says that is far too small we are going to rent out the entire bottom floor of the century plaza hotel and she's him and hog she's like how we gonna fill that with people this is that and he's you know trust me so she actually strokes the check rents out the entire bottom floor of this century entry plaza hotel and gary takes it a full page ad in the la times and the headline is this wife of famous movie star swear under oath her new perfume does not contain an illegal sexual stimulant that was the headline in big letters and then the sub head said and she is so confident in this she's willing to prove it by giving away ten thousand sample bottles on this day at this time at the century plaza hotel so they put it the ad and you're you know will it work who knows and the phones at the century plaza hotel just start ringing and ringing by people wanting to know about this event and this kept going and going and they realized it was gonna be chaotic the fire department comes the day of and they like shut down the street and they figure out this way to get all the cars in and thousands and thousands and thousands of people show up and crowd into the lobby of the century plaza hotel with this big reveal he has two in shape gentlemen with tuxedo get a brief briefcase hand to their wrist and walk it in through the crowd bring it onto to the stage opens it up and in there are the twelve sapphire representing all twelve ingredients in to perfume and to auctions off each sapphire for charity brings in a few hundred thousand dollars the next day the phone rang with unsolicited offers from you know macy's robinson may all the department stores the time barney sex etcetera etcetera it was the best on perfume in the world that year and went on for many many years i think now you'll find it like at cvs behind the day you know photo counter or something like that but it's still i think exists wow yeah so look for the tea over few that's amazing so you love that headline if we break it down so it was wife of famous movie star yes social proof right there social proof not using her name yes quite some curiosity yeah which famous star exactly so curiosity and social proof then it was swear under oath which is like stakes drama right or how would you describe is that what you would call it yes and then new perfume does not contain sexual stimulants which is like kind of a an inversion right it's like that implies the shit must be a okay so i need to come up with a name for this because my fair part of the headline is the last part mh and it's like the the secret marketing embed or some shit like that you know it's like the hidden secret message that even the reader doesn't know they're receiving but when you read that you're like wait okay it doesn't contain an illegal sexual stimulus does it contain a legal one like what is in this fucking thing you know and i always wanted to rip that headline and do it for like a new taco stand or something you know i think it's universal that you could be like you know new restaurant owners swear on her oath his tacos do not contain the illegal attractive stimulus you know he's willing give away thousand free tacos to prove that there's nothing weird in here on they're just that they're just that good actually that's a that's a that's a this great ending to it too yeah and then had actually the the sort of the offer or the call to action which was giving away somebody samples at this time at this place exactly it's proof that this is going to work you know a a risk free offer you're gonna get this for free right and if you don't like it do cares you know so it's removing all the risk it's making it really easy to go get it have you ever done a a remix of that headline have you i haven't i i had her one he was gonna to open a taco stand she didn't know i'm doing it i i came up with a name he was gonna be san i was gonna be called burr so like drunken donkey yeah i think it would kill it if anyone out there you're watching this you wanna start taco stand together you you you gotta have a good recipe but i'm in man i'll do all the marketing for your taco stand and you have to name it be ro and i get free tacos for life was good that can be amazing but no i haven't but you know ever since i heard about this which was very early in my marketing career i've been obsessed with like marketing embed and about the same time this this came out i think in the nineties or something like that before i was marketing but about the same time i learned about this another marketing embed hit the world and i think this is another of the greatest lines in marketing history okay and that is sean i'm sure something you can personally relate to if you get any direction lasting longer than four hours call a physician immediately so i all heard yeah we've all heard it it's the ad of every viagra and if you're a guy that never tried it that way getting it up when you're thinking about this you're like fuck this could actually gonna be a four hour election i'll be happy with four minutes man you know and it's such a great line so you think that so i always heard that as at the end of any info you know pharma commercial yes like you may side effects may include nausea vomiting yeah i kinda thought it was like that but actually you're right i don't think that was the mandated the mandated side effects i think that was an bed maybe i mean it could have been true also it there's a way to workshop things in a way that could be a positive like the the nausea thing for something else it could be like you know if you're oh here i mean i i literally got stem cell treatments last week and the doctor after he shoots me up tells me hey you're gonna have swelling tonight and extreme pain and that's great that means it's working i was like oh interesting changed the meaning you know yeah and when it started swelling and i was fucking howling that i was like the most pain i've ever been and actually i was literally howling i was like well at least it's fucking working you know my knee gonna heal so yeah they're is is a lot of value in being able to turn positives into the negative joe sugar was a master of this too he used to sell a lot of devices do you know what joe sugar i've heard the name but blue block or sunglasses so we can talk about joe sugar for for a hot minute because he is a real name by the way or was that kind man your name and he's one of the greatest legends in marketing history everyone should read sugar and study what he did but before he did blue blocker info which was one of the biggest info at the time he would do these devices and he had one of the early air purifier and back then the way the technology you you think of a air purifier now what do you think of saying in the corner right a slick box in the corner or the room like yeah yeah this mine was in the nineties or something like that and it had to have this crazy weird wire coil on top of it to grab all the negative shit out of the air and it was very ugly and his ad attacked that head on he he said like you know the coil that removes the toxins and so instead of having this ugly ass thing in your house you're like oh that's that you see that coil on your life that's the coil pulling the toxins out of the air you know i forget what his exact headline line was on that but it was turning these negatives into into deposit okay so are we on number two or that was number two no that was number two okay oh okay okay and maybe there's gonna be five four i don't know how many we said there was maybe yeah okay shout to another one i just remembered that's really big when in info commercials first aired the call to action was please call now operators are standing by do you remember yes i've heard any these these info times yeah yes there was a woman a man i i wish i could remember her name but it was a a female copyright that that created this and it changed the entire world of info commercials and i think the entire world of selling and she changed that line to please call now if you get a busy signal please call again and if you think of the picture in your mind you know of operators stand and there waiting for the phone right here like no one's buying this second thing to call now you you're probably get a busy signal please keep calling please keep trying you know there the offer is gonna stay around for this many minutes please keep trying call it just gives a the image of their phone's flying in the room and everyone's trying to place their orders and it's like high demand and you know it gets you excited and you when you get through and you hear that person answer you're relieved you're like i got through right i'm gonna get the special he's a special offer still available yes right but it is a still available right right right it's like that feeling release so that was a big line i'll go a shout out to that we did a a similar one where for my company we let's say on a normal day let's say when we launch a product it would be awesome if let's say eight hundred people bought the thing like right when it launches like kind of the first ten minutes or so and so am i trying to think about how to drum up excitement or whatever and so part of the team's you know first instinct is like do we discount no no we're not gonna discount that that that's gonna have the opposite effect probably do we free gift with purchase or some kinda of limited at time like bonus for like the first people through the door okay i think we're on the right track and we did a a similar thing where we were like i did the founder sent a personal note it was like un styled email and it was basically apologies in advance we expect this to to go you know to to sell so quickly i know that many of you are gonna be upset and so as a you know as as a as a make you know i you my word that for the next one we're gonna have more but for this one it's just gonna be it's i know it's gonna be chaos awesome scarcity i'm already worried about it yes and in and immediately we had our biggest day which we had never had like you know eight hundred would have been a great day and then all of sudden it was like twenty eight hundred mh just by apologizing in advance because we embedded the instead of saying like come get it yes we were like we're so sorry it's yeah you're probably not gonna get it yeah and that just this that reversal really work embedded marketing that's a book there that's a book to be written we've like we've like brainstorm three books now in the last eighteen months that somebody we should write we wanna write these right yeah yeah which you're happening yeah and actually you and i have casually talking about writing a book yeah and maybe we need some people out there to pressure us some pressure asking motivated the youtube monday we should yeah we should do this so let's us let us know below if you wanna see this book alright okay number three number three four yeah remember which one which one they're eating the dogs they're eating the cats they're eating the pets of the people who live right i have that song of my head now to you they're eating don't eat my dog okay this line was said to have lost trump the debate and possibly the election and what happened over the following week in my opinion won him the debates and possibly the election because that line of the twenty thousand immigrants that had been legally migrated to springfield illinois town of was springfield ohio yeah yeah springfield ohio town of fifty eight thousand was torn apart by the fact checkers torn apart by every news station in the world these twenty thousand legal migrants in this town of sixty thousand are not eating dogs they are not eating cats that is complete bs let me say it again these twenty thousand migrants that were moved into this little town of sixty thousand people that probably didn't vote to have them moved in probably didn't know they were coming and maybe some of them wanted and then maybe some of them didn't they not dogs they're not eating cats but what does it say to the entire world yes large amounts of immigration migration whether it's legal or illegal is happening in small towns and places like springfield ohio right i had never known this was happening and you know some people want that and some people don't and trump's space and a lot of moderates don't want the small town that they live in or their parents live in or you know they grew up in to have such a huge change in population in demographics in you know the style of how businesses are run etcetera and it spread that message worldwide that wow there really is a lot of immigration happening and yeah some people thought it was great and some people didn't but it got that message out because before that you hear about you know oh there's you know the number was always different right there's eight million people that came in under biden and there's twenty million people that came in under biden and this is big number can you visualize eight million people i can't yeah but i can visualize twenty thousand i've been to football game this is twenty thousand in the stadium and i can visualize fifty eight thousand and i can put the simple math together that that's one third you know of the population and that is a change and so it paints a picture did you read scott adams when he was running the first time of scott adams the creator of gilbert he was one of the first people back in twenty sixteen to when trump first came out and if you remember to get the first speech didn't follow he was like they're bringing the rap they're bringing their their their killers across the border and it was like whoa whoa that was like mean this first exposure to like yes it's like i saw this tiktok the other day of like an african tribe drinking a fan for the first time and they're like you know they don't how to get to it they're like biting the lid and then they drink a fan and they're like oh my like what is this yes that was trump that was a reaction trip the first time and scott adams came out and he was like oh not only is this not a joke i think he's gonna win and there he goes i've been a train basically like i think he's like hit he's like i have looked at how you communicate with people not sort of overt but like the sub the the sub text of what's being said and how effective that is planting messages and he called them linguistic kill shots he goes trump has these linguistic kill shots where he just label something or he brings their attention to it in an extreme way so like with the eating the dogs of the cats it's like instead of arguing about the migration you're arguing now are the migrants eating dogs and cats which forced you to first accept the migrant point but if he never said that you have to debate the migrant point and so and he was talking about like when he j bush was the favorite at the time because it's the bush dynasty the father the brother now it's gonna be j and he just called him low energy j and he labeled him that and then no matter what j did if if j was just being j he's kinda low energy looking if he suddenly got v trump would be like good job jab you're you're may like you're doing it and he and so j couldn't win he tied him up and neither path was like viable and he yes and he just had to like remove the sticker off him and nobody in politics was doing that to each right crooked hillary he was just coming up with these linguistic kill shots or visual words every time you saw the person that's what you saw yes and scott called that out pretty early on it and whether again whether it's natural that's just how he is or it's like strategic i have no idea what but i think at this point it's pretty it's pretty clear that that is an effective way of communicating than he does yes yes he's a he's just show him like with the mcdonald's thing right when he went to work at mcdonald's a lot of people didn't know why he was going to work at mcdonald's and then they found out oh come all has a questionable history it's in debate whether or not she worked at mcdonald's you know and he did something else where he was interviewed a conference and he said i think i kamala is black now i thought she was indian and there was like trump's racist blah blah blah blah and it's interesting because not when he says these things it kinda does make him look bad in a way it doesn't a way make him look like a school yard bully right but it's effective it's it's weird right yeah he he he he creates the frames that then he has to participate in yeah and i'm the garbage truck he did the same thing when joe biden called his supporters garbage he went and gotten in a garbage truck he's like i'm gonna milk this moment and make sure that i dominate the news cycle that was the really interesting thing i realized in this election is you could feel in the news cycle who was winning and then you could track it on poly market so like the news cycle whoever had something positive deer odds would go up in poly market and then trump did the rally at msg and he had tony hi lifted did the the dis in the puerto ricans and like the poly market starts going down down like ka kamala only the new cycle and then biden says the garbage thing and it goes back to right trump favor and the garbage truck and trump's odds go up it was while to see these two things tracking so let's do another one of the the greatest lines okay so now we can go to the chat gp line yeah what would this and it really is and this is something that everyone knows about but not a lot of people know where it came from so you'll know the line instantly when i said you this but you know in the nineteen forties only about ten percent of bride got a diamond engagement ring d beers diamonds had an interesting run they were quite popular in the early nineteen hundreds as like a flex not as a wedding ring but you know in other jewelry or on like a lapel or you know necklace earrings things like that and then the depression happened around the same time as diamond mining got really good so they had an overs supply of diamonds and then they had people losing money and then we should talk about joseph devin to the the greatest art dealer all time because he invented the american art market so people are spending money on art and things like that you know and so taking more away from that luxury sector to go into another one and it was a a female copywriter frances ga who was at an agency that d beers hired and the story goes is like she was frustrated and she was like you know i don't know how her last last down last penny or something on one night she is working on this campaign and can't think of anything and then wakes up in the night with this line a diamond is forever and what is interesting is that was the tie in to engagement before that the engagement ring would be like a a plain band a gold band and you know sometimes it would be like like an offering like a cow or like land or things like that and an engagement is temporary anyways like by definition and engagement is like a temporary period of time so that's true diamonds are forever yes is like an exact contrast to that yes and it it's an embed because it then shows that if someone doesn't present a diamond maybe they're not in it forever right right and what woman wants the half commitments right ladies out there do you want a half commitment from your man yeah so and from what i remember reading about this they went to hollywood and they basically were giving directors diamonds saying in the key moment in the climax moment where the man professors love he's gotta give her a diamond ring and they embedded it in hollywood in movies by literally b the directors yes in order for them to show that so then you're watching the movie and that's now become that now influences culture that i guess that's how you do it the big romantic gesture is to literally get down on one knee and hand her a go you know a diamond ring yes that became used kind of top down influence also to yeah to do it right then scarcity right because they limit the supply so all the core marketing things you know influence social social proof that frame diamonds are forever scarcity they kinda use all of it yes and now there's this big debate going on between lab grown diamonds and mine diamonds have you heard of this it's fascinating because i think they're ten percent twenty percent the price or something like that there probably price basically company fifty to eighty percent cheaper it's the exact same rock you could look at them under a mic well in fact it could be argued it's more right it's a it's a more perfect thing and so you can get a big rock for this but then the smartest the this the thing that i guess dab beers did was that they they so this a big problem they're like okay if there's lab grown diamonds that don't have these social issues with mining blood diamond type of stuff yes and it's just as good if not better this a problem and so what they did the genius of their business strategy was they got into the lab grown business and just flooded the market with cheap lab grown diamonds so they lowered the price intentionally the crappy ones good dime good lab grown diamonds but they just lowered the price so much more mh that then the consumer's mind they became a perception like oh wow like yeah if it was just like twenty percent less something like that it might actually be more competitive mh they made it so much cheaper that they like took away the the value the perceived value the prestige of the diamond doing that i didn't know that they were like involved in that that process pretty crazy you put me on to an incredible marketer gary benz who i had never heard of and he has this little example little exercise that i love i wanna share which is like i don't know if you remember this from from learning his stuff but he he gives us example of kids going fishing so the it's like a lemonade stand type of example so it's like kids are going fishing there are they go to the fishing area and they wanna sell bait don't wanna sell worms so they go v one is basically like basically worms for sale ninety nine cents or whatever right and so the they go there not much sales come back home luckily the neighbor is a copyright i was like the the story neighbors a copyright say hey he says hey you know why don't we level this up and he goes you know first less in a marketing you don't sell the product you sell the benefit so buy these worms catch more fish so they go back day two sell a little bit more with by you know these worms will help you catch more now they have a benefit it goes okay they come back to hey what else you got how can we make even more and then they go to the next level where they were like he's like well why do they catch more fish and i think it's og v who has this great quote that he was all about like the the reason why marketing and they go og you seem to be a big fan of this reason why marketing and he goes is there any other like is there any other way to sell this besides that i it's all you know i i'm it's crazy if if if it if they don't use that so then they the kids go out and they're like well why would i why do our worms catch more fish oh because these are local worms from the local soil and it what you don't know is that fish prefer worms that are from their local soil the and it's more attractive to them not these imported things that you find on the shelves we have the local ones start selling more right and then they go to the net so the next time he's just it just shows like layering on these like master marketing techniques i love that in with like like you know buy two it's like it's of local worms get a free barber exactly it's like there's like an offer so he's like can introduce it with an offer and i think maybe i'm mixing up two of the stories but like he did a kind of a sensational headline too which was like local fishermen accused of cheating because he catches the most fish reveals reveals his simple secret right and it's like oh wow we gotta know because there's a guy who catches way more fish than everybody else people accused him of like you know using nets and other other methods no no he's just fishing like the rest of us but he uses the local worms right so like you get get to the to the best of it yeah i love gary's persuasion formula he's got this very very simple thing and it sounds like when you first read it you're like okay i didn't i didn't get anything revolutionary then i go look at my ads i'm like okay i'm not doing any of these things and then you start doing that them and euro starts going up so he's got the five p's and so the first one is problem so what's the problem that the the person hasn't and he's he says no problem no sale like you can't sell someone something that they don't do have some advil i'm not hurting what why would i want your add yes so problem then the next one is promised so what's the the promised benefit that this product is gonna give you proof that it works then there's proposition which is your offer and then i call i call the last p products because he talks about the cracker jack's secret and he talks about how in a box of cracker jacks they always had like a gift at the bottom and he's like i you know even if you give someone that cracker jacks and then don't a hunger hungry right now or whatever he's like i've never seen somebody just throw it away and not get the the little gift out of the bottom and he's like so you wanna have the cracker jack's secret in your in your ad basically and that was his thing and then you can juice them up right so those are the peas and then he's got the use and if you if you stay those together he literally has a formula where it's like urgent problem and that's twenty five points unique promise that's another twenty five points un questionable proof another twenty five user friendly proposition that's the last twenty five and then the cracker jack's secret is the bonus twenty points if you stack that whole thing together you get to one twenty wow love it amazing amazing it's so good who are the other admin that you liked let's do that first so you you were telling me about an admin that i don't i've never heard of our marketing yeah marketing like actually study non admin now because i think i've gone through all the admin so we talked about edward be is the last time i was on your show but the guy i've been really geek out on is actually an art dealer okay edward was a p guy joseph devin is known as the greatest art dealer of all time devin run was around like eighteen eighty or ninety i think he died in nineteen thirty five and he came from a family that had a shop that sold like porcelain goods and tapes in in london england and they were pretty well established they sold to the queen and things like that you know so they were the go to place but these tapes and ceramics would sell for like three to five thousand dollars which i think in that day's money is maybe like six figures or you know something around there and he noticed as a teenager that fine artwork at certain times was selling for like seventy five thousand dollars and so his uncle and father who own the shop brought him when he was fifteen years old to new york with them to do some business and he sneaks out from them goes to fifth avenue and leases a little warehouse with like an upstairs and a downstairs and he comes back and he's like dad uncle i got us a shop and actually i should preface this by saying i don't think fifteen years old then was like fifteen years old and now i think fifteen years old then is when you're going in the real world yeah yeah you're going to get your your shit i think was it george washington led his first caravan of soldiers at like eighteen or something and he'd been a survey or an a scout since like fifteen years old da was a hustle from from an early age he booked this thing in new york because he has this realization when he's there and that is that americans for really the first time have tons of money this is when rockefeller was coming up in jpmorgan and an industrial revolution europeans have tons of art americans have tons of money europeans have tons of art so in europe you'd go to the dukes house right and the duke would have his family portraits up there's no photographers and so you'd have to have a painter catalog grandma right grandma as a baby or whatever so it would be on the wall and it would be like rafael painting grandma right because rafael was the portrait guy at the time or whatever i don't know it was specifically raphael but people like that are gains burrow or you know some of the people that are now the biggest artists of of human history we're just you know flooding the the walls of the dukes house and these dukes like anyone else would go bust sometimes and they'd be looking for money so devin in his first big deal he went to this duke and the duke was kinda broke and he's like yeah i'll figure out how to get three million dollars for your entire art collection and that at the time was like you know three hundred million dollars or something i don't know huge but he bought the dukes entire art collection and it was some of these old masters rem brands and things like that and he brings it to america and he starts chilling it and his sales methods are just like unbelievable what was he doing how did you do so i mean so some of these had some prestige but like the first thing he does as he gets this painting i think it was was gains little blue boy it's been a year that's i read the book sure but he acquire us and he makes this huge deal that this great institutional landmark of london is coming to the united states and when it comes he ranges to have all the reporters waiting on the deck he there's no airplane so you take the the cruise liner over all the reporters are waiting there it comes in and now it's on american soil and it's gonna be presented at this amazing spa you know and builds the g around this this artwork and then he has a pool that he decides he's gonna be the buyer pool they don't know yet but he's talking to people like henry f and andrew mel and john rockefeller about this thing coming and they'd be like you know oh is this is this gonna be for sale but the crown jewel of london for sale are you are you kidding me no absolutely absolutely not at any price but if you wanna make an offer i could bring it to someone but it's not for sale so he'd brings this thing and then he sold it for like two hundred twenty five thousand dollars which was record shattering at the moment you know it's in every newspaper in the world that this paying sold for this much money to this person and through a couple of these things he creates the american art market and he has all of these industrial revolution titans right you know all the names right literally you know rockefeller mel morgan van bill so all these people become his clients and his sales methods are are just like next level man like so there's a story of i think it was a guy who made a fortune in california in the oil business and he comes to devin in new york and he wants to buy art and this guy is like a new money guy and he's not really in the new york quick he brings him the shop and he has the guy show up at the time he says and devin takes ninety minutes to show lee's waiting there for ninety minutes finally gets the guy he's like okay come on upstairs with me and he walks them into this corridor and there's the five paintings there that are stunning and you and he walks them past and he's like i'm gonna show you some of the things in the in the back the guy's like wait what are about these things like sir those paintings are reserved for mister mel come this way we need to get you something that will be more suitable for your tell me again what's in your collection oh i have not heard of any of those artists that's cute let me show you a a nice starter work he's like well what about the what about the pieces you know the like how much is mister mel payne you're making him feel small yeah how much is he paying you and you'd think that he would do this as a roof but he really didn't sell the guy the paintings for mister melanie and he made him by the starter piece and i was like i can work on one of those and then he'd called a few months later and be like look you know i think i might be able to w one of those pennies loose from from mister mel but the price was going to be outrageous and du saying was when you over pay for the priceless list you're getting it cheap that was his quote that he's propagated we're just kinda like a diamonds are forever yeah exactly and so he's got all these heads that he does in just his everyday behavior you know like putting people in tears and things like that and prop getting the saying that over paying for the priceless list is like the best financial move you can make you know and the things he does is just next level i mean then the sell side it's fucking crazy he's so relentless he would go on cruise liners and back then the the boat from london to new york was the big thing and it was different levels or whatever and your deck chair is like your baller spot right and so he'd go in there and he the way he met andrew mel he's he greased the the stafford to feed him next to mister mel and then he gets there and he finds out that mister mel is a rec close and doesn't like going outside and only stays in his room and he's so mad that he greased so much to get the deck chair but what he does is he starts kinda stocking the elevator and he times it to get in the elevator at the same time andrew mel gets in the elevator was like how do you do sir literally a air pitch what's the intent of your travels to london and and mister mel like oh i'm here in this business do you know how about yourself and he's was like no you know having a brunch in the duke of carnegie home not sure what else you know but just drop something like that and then you know what where where where else are you're gonna be on your travels and things like that and you're like oh you're the you're the person who founded this i forget a mel steal or something something you know would you like to join me for a brunch of the dukes house he's was like oh sure i would love to be because royalty was the thing you know and devin really did have these connections so he brings mel to brunch the dukes house when you go to a dukes house the dukes have the art on all the walls and it's from all these old masters and you're like oh if i wanna become a dynasty like these royal families that are d families i need to do what they do and that means having these old master paintings on my wall so he sells mel so well that he becomes a a top clients of his and when he became a top client of devin you're no longer allowed to use your own architect as a rule for him getting you the great pictures you have to use his architect to design your house to have optimal viewing to give these pictures justice otherwise i'm sorry mister mel but this picture cannot be in your collection because it does not to be showcased in a side or something like that and he would have the architects design apartments with like very little windows and huge wall space but way more wall space than they would ever need and then he ran a into an issue the people just didn't buy enough real estate to hold all the paintings and this wasn't like crypto where you can store it on wall you know you gotta have walls to put it on and so he started convincing them to open museums the national gallery in washington is founded by andrew mel at the urging of joseph devin and he said the key to your immortality is building this gallery and having your work live on beyond you in it and we're gonna build it thirty thousand square feet and so he does this mel builds the national gallery and then devin able to sell him way more art you know his talk about those walls plus all of his houses and shit like that right mel passes on and then i think it was henry f he's his next big client he's like you know mister f if you really want to achieve a mortality you could add on to the national gallery a bigger wing than mister mel made right and stack it with your art and he did you fucking did you know and bought this art from devin i mean the guy was so ruthless he the another of my favorite devin tricks he would do is when he'd be at end around house there was a couple other competing dealers you know you'd ride the horse and carriage over there right it's not like a car he greased the staff to tell him if they find out that another art dealer is going to their house so he'd find out when the the competitors going to mister allen house and he would show up the same day he was like just passing through right the hampton you know happened to oh you know hello mister p fancy seeing you here i was just visiting my client and he would go and just sit there all day and you can't like reschedule the meeting because that person probably traveled several days right there you know he was just relentless man and that's actually i know you have a a lot of young kids in your audience and i i didn't an experiment recently i was at a mastermind and everyone paid two hundred fifty grand to a attend wow and i asked them i said you know i'm just curious about this room you guys are all established people how many of you in your youth had some sort of sales job that required you to be relentless like two hundred phone calls a day or knocking on doors and almost all the room raise their hand i think it's something that really shapes them did you ever have a job like that i don't think i had that kind of i've noticed the same thing but like you know so we we've talked to people who are a lot of mormons who go on missions i that's the next dude you have to use two years in complete sol isolation not talking to your family selling jesus to you know whoever right you're you're you're selling religion to people who didn't ask for it necessarily you're knocking on doors you're facing tons of rejection and day after day you you carried on like that is such a formative experience my my uncle had told me one thing about he used to sell textbooks door door like textbooks textbooks companies i guess there's was a couple of them in america that were really big that way and we recently just had another person on the like we've had several people on the podcast with this one same job which like door door sales whether it's textbooks or knives or whatever it was and yeah the hit rate on those is really high brian johnson who was gonna be here at the event i was just watching his documentary same thing is first job was door to door credit card processing sales i was tell market of credit card processing you were amazing and so you he he rejection rejection figured out figured out a sell figured out how to carry on in the face of rejection got numb to rejection just started sorry to see like my uncle told me he goes you know how i i've i go how many did you actually sell you're selling text was like in a day knock on a hundred doors how many do you actually sell you're walking through the hot atlanta like in neighborhoods sweating and he's like you know like one or two or three would be like an amazing day yeah and thought i wasn't tele marketing too it's about two hundred calls shitty day is one five sales is an amazing day right which is just like even if you hear those numbers go go actually do something hard where ninety seven times out of a hundred you just get yeah slammed in his face and he goes the way i did it was very simple he goes i just did the math and i realized actually i know i have to knock on a hundred doors to get the two sales so actually i i don't just count the revenue from the two yes i had just assigned a price to every no mh so he's like a no is worth fifty fifty bucks from me every time i collect a no alright that was that was a fifty i i wasn't just coming up with the zero i wasn't coming up empty every he was a psychological trick that allowed me to like see the nose still as like progression because i'm just getting closer to that yes the you know the one out of a hundred or two hundred two out of a hundred that are gonna happen and so i've actually used that in fundraising for example or it's like alright i'm raising funds for a company it's when investors reject your company it's a very personal thing and that what ends up happening people don't raise money and then you ask them well how many calls do you make how many meetings if you had and they just have a funnel problem it's like you guys haven't had enough conversation because you're afraid of rejection or you're avoiding rejection or you tasted some rejection and it scared you off yeah but it's a numbers game like the way to do it is put a dollar value even on those yes i like that method i was gonna ask you one last thing which is what's the best way to get great at writing ads if i wanted to go from you know okay to good or good to great what do what do i do i do a lot it i'm assuming practice is a big part of it but is there a better way to practice or this is funny man and you have to be studying ads so right now we're at a we're event yeah an event we call a hoop group now hoop group high level group and i meet this guy who's got a thirteen million youtube channel and i'm like what's your channel and i go to type it in there's like five people behind me and they type it in and they see the ad pop up and they're like come on craig you don't subscribe to youtube ray you can't afford the fifty bucks or whatever you know and like are you fucking kidding me an advertising guy is gonna turn off the ads right i that youtube topics to get the ads on purpose like i would watch the ads all day long if i could because i need to know what the lay of the lamb looks like one of my best disrupt it who's a great marketer and is made probably personally made i don't know two hundred million dollars and his business is all are just facebook ads but like that's like his take home he's probably made and he switched his gender and age on facebook so he's a forty five year old woman he and i was like why does i have a forty why does it say you're a forty five year old woman and he was like so i could see the ads dummy why would i wanna see the ads of a twenty year old dude or whatever you know like that was that would be terrible yeah i'm i know who i need to sell to this the golden customer and like i need to i need to have my i need facebook to be showing me what they're what they're saying i was a little i was like wow that's genius yeah and then i also hang out in a lot of bio circles so i find the things that people are doing at burning man in on venice beach and when they catch fire in these little circles right you can tell they're like ready to go mainstream like here you know and sometimes i get on the trend and sometimes i don't like mushrooms was one of them and you know that's a massive category now i i think you know our our mushroom supplement with gun mds right sells okay but it's not like a a category creator like the mushroom coffee did really well really well like the mud water types a few that that have done enough for mat as somebody by friend of mine's is a great brand i'd i take those products myself yeah there's a few mushroom brands that are that are amazing yeah sometimes you you catch it and you can as i say like create the wave sometimes you're riding the existing wave and i think too many people start business trying to like ride the white water you know there's a supplement company i won't say that say the name but you know they launched for the epic celebrity and then the product looks like every other product out there and it's out of business now because they had this great celebrity who was certainly a scroll stopper as i like to say but they're offering a product that everyone else has too that they could just you know learn about for this celebrity and they go amazon by a cheaper one you know you gotta get things that are are unique and that's why the probiotics was so great in twenty fourteen i don't have a probiotic now that's you know doing big numbers like that because probiotic probiotics have become comm craig amazing as always thank impromptu too drag on twitter craig let yeah is the impromptu too we're this is our conversation just moved it over here with so thanks for doing always love chad with you alright let's get back to it alright see you i feel like i could rude world i know i could be what i want to from at all in it like a days off on a less travel never looking back