Craig Clemens is a copywriting legend who’s sold billions of dollars of product.
He uses 7 human hijacks to hack into his customer’s mind and take the wheel.
If Clemens uses them, maybe you should, too.
(This is the beginning of an 8-part series that will start high level, then go in depth on each hijack.)
Principle: Once a caveman, always a caveman
No matter how much humanity, technology and marketing techniques change, the human brain will not. Not for many thousand years, anyway.
In the meantime, let’s exploit the brain’s hard-wired tendencies like the shameless marketers we are :)
Today we’ll touch the top of all 7 human hijacks - what people need in order to want something badly - then we’ll dive deeper into each one in the following 7 days.
Tactics
The human mind craves certain things before it can solidify a new product or service as a sure bet.
Once those cravings are met though, the desire for this new product/service can become insatiable rather quickly.
Here’s how to meet those cravings:
Make it about them - sell the hole, not the drill; emotional payoff, not features
Make it an event - the best way to attract a crowd is to form a crowd; everyone’s here vibes
Demonstrate powerfully - use showmanship to illustrate the benefit dramatically
Help them rebel - people want to go against the grain - position
Bolt the new to the old - attach your product to already-established habits
Sell the dream - people don’t buy products, they buy future versions of themselves
Make them feel superior - status, unique identity, rebellion against the norm, “in the know”
Write an ad or a marketing campaign that accomplishes at least two of these, and you’ve got yourself a banger.
Habits
Gather one effective ad per day (TV, IG, Google) and break down how it uses the hijacks above.
Add it to an ad swipe file you create, and start stocking up. Those ads will prove to be one of your greatest marketing resources.
God speed,
Mike
Today’s inspiration: The 7 Human Hijacks