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The Exact Video Ad Strategies Harmon Brothers Used To Grow Lume’s Sales From $1.5 Million to $23 Million In One Year

 
 

Even if you don’t know him by name, you’ve seen and know his work. Today’s guest is the CEO of Harmon Brothers, the ads agency behind the most viral video ads in internet history, responsible for turning brands like Poo~Pourri, Lume, Squatty Potty, OraBrush, and Purple mattress into household names. Harmon Brothers has collectively driven more than 1 billion views and over $300 million in sales through its groundbreaking social media ads.

A man of reinvention, Benton’s journey to becoming CEO is unconventional and full of surprises. I won’t give away the details of his story here in the intro, but what you can look forward to is Benton’s highly applicable insights as he takes us behind the scenes on the specific ad strategies that grew their client Lume from $1.5 million in sales to grossing $23 million in just one year. You may not grow by over 1,000% revenue in one year, but you too can turn “poop to gold” - the title of their popular book and podcast - when you implement the gold Benton reveals in our conversation today.


Connect with Benton:

 

Favorite Takeaways From This Episode:

  • What Benton learned about passion by taking the untraditional path to success. 
  • Why Harmon Brothers turn down big clients because they aren’t passionate about the product.
  • Why what his dad did was so brave and inspiring to make sure his son was happy.
  • What was missing in Lume’s communications with their audience before Harmon Brothers started working with them.
  • They had the world class product, but they were missing the world class marketing.
  • World class product + world class marketing = formula for hyper growth
  • How they determine the focus of their advertisements through Message Architecture Testing
  • What LABs are and how they can help you determine which value propositions to roll with in your advertising.
  • How to utilize humor as a sales strategy + why video marketing was the best medium to deliver it.
  • Why the YouTube 'Skip Ads' button changed the ad industry (+ who to thank for it).
  • Every time they go into the creative process of building an ad, they ask how they can add value to the viewers day.
  • “Humor is probably the best tool on Earth for putting a smile on other people’s faces.”
  • The top 2-3 takeaways from the success Lume has had that someone at home can apply to their own DIY video marketing or DIY ads.
  • Everyone has their poop to gold journey they want to achieve.
  • How to use one of their ads templates in your business - the “explainer testimonial ad”.
  • The 3 main focuses of Benton's roll as CEO of Harmon Brothers, and why he delegates everything else.

⚡ LIGHTNING ROUND QUESTIONS⚡

  • What was the lowest grade you’ve gotten + in what class?
  • Did you have a nickname your friends or family called you?
  • What is your most used emoji?

 

What Did You Think?

What was your biggest takeaway from this episode? Let us know on Instagram @cubicletoceo.

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