How One Video Ad Can Change Your Business Overnight w/ Will Clarke

Capitalism.com with Ryan Daniel Moran

Capitalism.com

Entrepreneur, Amazon, Lifestyledesign, Investing, Startup, Ryandanielmoran, Finance, Cashflow, Freedomfastlane, Lifestyle, Business, Passiveincome, Financialfreedom, Entrepreneurship

4.8 • 793 Ratings

🗓️ 16 July 2018

⏱️ 50 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

Will Clarke of Poo~Pourri - a company making essential oil sprays to neutralize bathroom odors - gave the best speech you may ever hear about taking a dump... and how 1 video can lead to millions of sales.

Show Notes

Hire polymaths

Hire people who are superb at more than one thing. You’ll have a really strong and well-rounded team that can produce excellence, as they understand how to achieve excellence in more than one area.

Empathize with your customers

Poo~Pourri relies a lot on humor to hit success with its ads. That doesn’t mean it isn’t sensitive to its customers who have serious health conditions, like irritable bowel syndrome. The company adapts its messaging appropriately so it can make those respectful, lasting connections.

Do epic shit

Don’t sell an okay product, or a minimally viable prototype. Make something that solves a problem in a unique way (like covering up embarrassing smells from bowel movements when others are in the same residence/building) and hone in on that awesomeness in your marketing.

It was incredible hearing Will talk at CapCon!

Key takeaways:

Hire a team of people who are great at lots of things
Rely on empathy in your messaging, and
Aim for excellence, not mediocrity

Connect with Ryan

Find more amazing podcast discussions on FreedomFastLane.com.

Connect with Will

FInd out more about Poo~Pourri at https://www.poopourri.com/

Transcript

Click on a timestamp to play from that location

0:00.0	And that's why you see this rise in indie brands, and that's where there's opportunity for everybody out in this audience, is if you can create a brand that connects with people, their hearts and their minds, and I think you do that through impact and through empathy, you have an opportunity to grow your brand exponentially bigger than companies who don't.
0:23.3	You're listening to Freedom Fastlane presented by Capitalism.com.
0:27.7	This is the show about building businesses and investing the profits so that you can live life on your terms.
0:47.3	One video can put a brand on the map seemingly overnight. Think Dollar Shave Club, Squatty Potty or Poopery.
0:51.3	Well, the VP of Marketing Will Clark from Pooo-Pri spoke at the Capitalism Conference
0:57.0	about their brand storytelling approach and how they turned one viral video into $30 million
1:03.0	in sales. More than that, Will shares how he and his team created a viral video playbook
1:10.0	and process to make more viral videos that
1:13.6	drive sales and build community. Enjoy.
1:16.6	Hi.
1:21.6	Hi. I'm Will Clark. I'm with Puperee, and when I first got offered the job at Poopery,
1:30.3	Susie Patease, the founder and creator and CEO of the company, came to me and said, the
1:34.6	first thing I want to do is I want to make a music video about taking a dump.
1:39.4	And if you want to do that, you've got the job.
1:41.6	And so the video that youall just watched was our music video
1:45.3	that we launched two years ago called Imagine Where You Can Go. And in typical Susie style,
1:52.1	she's like, yeah, I want to get it done in 30 days, and why don't you call Beyonce's director
1:55.4	and see if he's available? And we have no money. Tell him that too. So we didn't get
2:00.3	Beyonce's director, but we did get Cameron Duddy, the director of Uptown Funk. And that video, we wrote the song internally, and we filmed it and styled it internally, and we hired Cameron Duddy to direct this one. And it got over 22 million views. And that's one of our lower performing videos actually that we've released.
2:20.3	One of the things I think I would like for all to take note about doing a music video about
2:24.6	taking a dump and about poopery is there's a couple of things that when we talk about
2:30.2	doing viral videos, we talk about doing things that I really want y'all to consider,
	...

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