Episode Details

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.

1. 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.
2. 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.
3. 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.

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.

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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.

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