Why You Should Test Your Message with Daniel Harmon Co-Founder of Harmon Brothers

Daniel Harmon is the co-founder and creative visionary at Harmon Brothers - where they use storytelling, humor and direct response to create social videos that sell products. They are behind some of the most viral ads and have collectively driven more than one billion views, over $300 million in sales, and revolutionized the way products are marketed. They have created Internet advertising blockbusters including Squatty Potty, Purple Mattresses, Chatbooks, FiberFix and Poo~Pourri to name a few. 

Here’s a glimpse of what you’ll learn:

• [1:40] Jeremy introduces his guest, Daniel Harmon.
• [3:20] Daniel talks about growing up in a large rural family.
• [7:30] How did Daniel get involved with home security sales?
• [11:30] Learning to market to a larger audience.
• [16:00] How the Harmon Brothers got started.
• [24:20] Working with the folks from Squatty Potty.
• [29:15] How Daniel and his team create captivating videos.
• [34:00] Creating a good call to action.
• [37:50] A low moment in business for Daniel.

In this episode…

Why do some messages really connect with an audience while others fall flat? What does it look like to test your message before you broadcast it? On this episode of Inspired Insider, you’ll hear from entrepreneur and innovator, Daniel Harmon. In his conversation with Jeremy, Daniel opens up about growing up in a larger rural family, how he got involved with sales, what led him and his brothers to create Harmon Brothers, challenges they’ve faced along the way, and much more. If you want an inside look at how to form the right type of marketing messages - this is the episode for you!

You’ve heard it said that necessity is the mother of invention - that was true in Daniel Harmon’s case! Growing up in a rural community and with a large family, Daniel and his brothers did whatever they could to make money. This entrepreneurial spirit drove the Harmon brothers to take their potatoes across state lines to sell door to door. What started as a whim ended up as a profitable business venture. This small taste of door to door sales helped shape Daniel’s career ambitions - he knew that he wanted to take this talent to a larger scale.

You might be wondering - how did Daniel and his brothers go from selling potatoes to creating funny and effective marketing videos? The answer is - sort of by accident. Daniel’s brother was in a marketing class at Brigham Young University when his professor decided to have him try marketing a product on a whim. This freedom to create a fun and engaging video opened the creative floodgates for the Harmon brothers. Soon they had real data and evidence that their messaging and humour worked for selling products. It wasn’t all smooth sailing from that point - they had many challenges to face and lessons to learn before they would become the marketing powerhouse they are today.

Finding initial success with their work on Orabrush’s marketing - the Harmon brothers decided to try their hand at a new product - the Squatty Potty. Since they had already worked as an “In-house” advertisement team, they thought they’d do the same with Squatty Potty, but that wasn’t the case. Instead, Daniel and his brothers had to come up with an Ad agency of their own - thus - the Harmon Brothers began. It doesn’t sound that unique or original, but that’s OK! You don’t need a splashy name when your work speaks for itself! You can head over to their website to learn more about their story.

At the heart of Daniel’s story with his brothers is the idea of testing and adjusting your messaging to connect with others. What good will your well-polished message do if it fails to connect with your target audience? The Harmon Brothers’ approach works because it’s fun - doesn’t take itself too seriously - and it’s tested! You can search all you want for the “Secret sauce”, but the truth is - Daniel and his brother's test and adjust their message relentlessly until it hits the target. Don’t get stuck pushing the same dull message! You can learn how to improve your messaging game by learning at the Harmon Brothers Unviserity!

Resources Mentioned on this episode

• From Poop to Gold - Podcast
• From Poop to Gold - Book
• Write Ads That Sell - Harmon Brothers University
• Harmon Brothers
• This Unicorn Changed the Way I Poop - #SquattyPotty
• Intro Music by Kidd Russell

 

Sponsor for this episode

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