16 Prompts to Rule Them All

Summary

---

Brain Driven Brands – Episode "16 Prompts to Rule Them All"

Host: Sarah Levinger
Date: December 22, 2025

---

Overview

In this episode, Sarah Levinger dives deep into the advanced neuromarketing secrets utilized by massive brands like True Classic, Spotify, and Plants vs. Zombies. The focus: how e-commerce brands can leverage powerful psychological tactics—and, most notably, use highly refined AI prompts—to consistently generate stand-out ad creative that captivates consumers, cuts costs, and boosts sales. Sarah demonstrates, in real time, her proprietary prompting framework with live ad copy makeovers and reveals how blending specific psychological processes in your prompts can supercharge AI ideation.

---

Key Discussion Points & Insights

1. The Evolution of AI Prompts for Better Marketing Content

• Problem Identified: Sarah discusses her frustration with generic, "robotic" output from popular AI tools (Gemini Chat, Perplexity, etc.) (01:00).
  • "They just kept coming back with stuff that sounds robotic." – Sarah, (01:28)
• Solution: She creates internal prompts that specify which psychological process the AI should use during generation, rather than just asking for generic outputs.
  • "What if I tell chat which psychological process to use while it's generating copy?" – Sarah, (02:13)

2. Prompt Design: Mixing Psychological Processes

Sarah's system involves combining two psychological principles per prompt to push the AI further than typical single-focus requests.

a. Prompt Example 1: First Principles + Loss Aversion

• Case Ad: Chisos cowboy boots—original caption: “Made for the ranch, refined for everywhere else. Small batch cowboy boots built the way boots used to be built.” (03:18)
• Sarah’s prompt tells AI to generate ad concepts using "first principles thinking" alongside "loss aversion."
  • This structure pushes for big conceptual ideas (not full copy), which Sarah and co-host then craft into ad copy themselves (05:48).
  • Returned concept highlight:
    • "Every shortcut people take with cheap boots is quietly costing them more." (07:00)
    • Big idea: Create an ad that shows the life cycle of a budget boot—great at first, but quickly breaks down, ending up in a landfill within a year. (09:10)
      • "Day one, it looks great. Month four, the heel is starting to separate. Month eight, you’re googling best glue for boots. And by year one, it’s in the landfill.” – Sarah, (09:10)
• Tactic Insight: Use AI for ideation, but the final 10%—the “money-making” part—needs human creativity and refinement. (09:40, 09:49)

b. Prompt Example 2: Status Signaling + Open Loop

• Psychological Processes:
  • Status Signaling: Communicate social or elite status subtly.
  • Open Loop: Provide incomplete info to induce curiosity/click-through.
• Generated concepts:
  • "The boots people ask about. A certain kind of person doesn’t buy boots. They buy reputation. These boots insiders recognize instantly and everyone else asks about." (12:50)
  • "Real status whispers. These boots don’t shout. They signal—made for the ranch, fine for every room that came after." (15:06)
    • "Funny thing, the folks who know quality never ask the price. They ask the maker." – Sarah reading the AI-generated line, (15:22)
    • Co-host calls it an "absolute bar." (15:29)
• Tactic Insight: Combining "open loop" hooks with status cues creates intrigue and fosters deeper consumer desire.

c. Prompt Example 3: Open Curiosity + Reverse Psychology

• Psychological Processes:
  • Open Curiosity: Spark the "wait, what?" reaction.
  • Reverse Psychology: Challenge assumptions or provoke disagreement to increase interest.
• Notable concept:
  • “These boots aren’t for you. Tell the viewer they shouldn't wear these boots unless they've earned them. Then reveal the twist: The craftsmanship is so overbuilt, anyone benefits from these boots—not just ranch hands.” (17:34)
    • "Don’t buy these boots. You’re not ranch enough.” (17:43)
  • Both hosts riff on this, noting the emotional sting and urge to prove oneself (17:47).

3. Real-world Testing and Results

• Proof of Efficacy: Sarah’s prompt led to "one of the best performing ads" in a client’s account, generating six figures in spend. (02:19)
  • "It was made from a prompt that Sarah shared...I win." – Sarah, (02:50)
• Iterative Process: Sarah emphasizes giving the AI context and psychological mechanisms, but always edits the concepts for final output. (05:48, 09:49)

4. Ad Copy Guidance and Best Practices

• Use AI as a springboard, not a replacement.
• Layer multiple psychological tactics: More interesting prompts = more breakthrough ideas.
  • Sarah had success combining up to five processes.
• Quality messaging enables price increases:
  • "If you get good at this kind of messaging, you can raise your prices." – Nate (the co-host), (22:20)
  • Sarah references studies showing that richer, more emotional copy allows brands to charge more. (22:53)

---

Notable Quotes & Memorable Moments

• On AI’s role:
  "AI can get us 90% of the way there. It's just that all the money is going to be made in the last 10%." – Nate, (09:40–09:49)

• On the “quiet luxury” hook:
  "Funny thing, the folks who know quality never ask the price. They ask the maker." – Sarah reading, (15:22)

• On emotional resonance and pricing:
  "If you get good at really descriptive, emotional copy, you can increase your prices. People are willing to pay more if it sounds like something that has a lot of lore inside of it." – Sarah, (22:53)

• On exclusivity as a motivator:
  "Don’t buy these boots. You’re not ranch enough." (17:43) and host: "Why do you think I rode bulls this summer?" – Nate, (17:47)

• On prompt design:
  "As long as you're telling it to do concepts, not like straight copy, it'll give you things that are like, that's pretty close. And I like the way that sounds. And we can take that and refine." – Sarah, (15:40)

---

Timestamps for Key Segments

• 01:00 – Challenge with basic AI outputs; need for advanced prompts
• 02:13 – Epiphany: plugging psychological processes into prompts
• 03:18 – Example ad for Chisos boots selected for live prompt demo
• 05:48 – Why generating concepts before copy boosts ad quality
• 09:10 – "Life-cycle of a boot" concept developed (Loss aversion)
• 12:50 – Status signaling + open loop prompt generates powerful copy
• 15:06–15:22 – "Quiet flex" concept and standout quote
• 17:34 – Hybrid curiosity and reverse psychology prompt results
• 22:20 – Discussion on messaging quality and premium pricing
• 22:53 – Emotional copy's impact on ability to charge more

---

Tone & Style

The episode is lively and collaborative, filled with practical, real-talk marketing banter between Sarah and her co-host. The humor is irreverent, and the conversation is detail-rich, pulling examples from both wins and fails (including anecdotes about ad experiments that tanked). Sarah is candid about the iterative, experimental process, and the dynamic makes the episode educational yet very accessible.

---

Takeaways for E-commerce Marketers

• Use AI for ideation, not completion. Layer explicit psychological prompts so generated concepts are novel and effective.
• Mix at least two (or more) psychological mechanisms for better results: Combinations like "status signaling + open loop" or "loss aversion + first principles" yield more compelling creative angles than basic prompts.
• Concept-first, copy-second: Have AI generate creative directions; then, use your human skill to craft resonant copy.
• Great messaging = price power: Quality, emotional, and lore-rich messaging justifies and enables price increases.
• Iterate and refine: Even the best AI ideas need human nuance for maximum impact.

---

Resource Offer

Sarah closes by offering to share her three advanced prompts for testing and encourages listeners to report back with results. (23:21)

---

This episode is a masterclass in AI-enhanced, psychology-driven creative—a must-listen (and reference) for any 2026-ready marketer.

Transcript

[A]

Welcome back to Brain Driven Brands Episode 126.

[B]

126. We're getting good at this now because we've been doing it.

[A]

Okay. One of us is doing great. The other is like, I will let.

[B]

You guess which one it is.

[A]

What are we talking about today?

[B]

Today? I, I. Okay, so I was going back over like a ton of our podcast from the last couple years, basically because last week we didn't record. So I was like, ah, I need content quick. So I went and, like, listened to some of the ones that were super popular, had a lot of downloads. People really loved it, shared it. One of the ones that came up, I don't know if you remember it, but it was our super secret prompt where I showed you for OG how to create new concepts from the valence and intensity map. So if you haven't listened to that episode, I'll link it down below. But this one in particular was super fun because we got to do real time content creation. So I want to know, do you want to test some of Tether's internal prompts?

[A]

Yes, yes, yes, yes.

[B]

Okay. Okay. These are prompts that I don't share with a whole lot of people. I have shared a few of them out on Twitter, so if you want to find them, just go find them. You're just gonna have to dig. These prompts are interesting because I was having a really hard time. I mean, some of these are old. They've come from like 2024. I want to say I was having a really hard time getting Gemini Chat from Perplexity, any of these freaking AI whatever to give me good freaking content. Like, they wouldn't write well. They just kept coming back with stuff that sounds robotic.

[A]

Yep.

[B]

And something I've noticed with some of.

[A]

The robots sound robotic.

[B]

Yeah, it was annoying and it still is annoying. And I get pissed about it. One of the things I've noticed, maybe.

[A]

We should try to outsource the world to them yet.

[B]

Huh? I mean, accurate. I have thoughts on that. But yes. So I was having a hard time with it. So I generated these because one of the, one of the brands that I was working with kept coming back with this. Like, we can't get chat to stop using EM dashes or being like overly obtuse about things, using too much hyperbole. Like, IT chat in particular is just awful. So anyway, started drafting these. Had to start somewhere. And of course, psychology Sarah gets really obsessed with this stuff. So I was like, what if I tell chat which psychological process to use while it's Generating copy.

[A]

Oh, okay.

[B]

Yeah.

[A]

So smarter than just telling it to write 15 headline ideas.

[B]

Thank you. Sometimes Sarah is smart. Now, this also came up because after I did all of that and I was looking through all these and I found that particular one, and I was like, oh, we should eventually do an episode on this. Do you know Jacob? I can't remember his last name. Twitter guy talks a lot about. Yeah, AI guy. Yeah, he. He pinged me today. He, like, tagged me in a post that was like, this is one of the best performing ads we've had. In our ad account. It spent well over six figures. It's a static. And it was made from a prompt that Sarah shared. And I was like, that's me.

[A]

Let's go. Congrats.

[B]

That's me. I. I did. I win.

[A]

How much of that six figures is he giving you for that?

[B]

Literally none. But it is free publicity, so shout out to Jacob. Keep tagging me, guys. If you. If you have any success, please, dear God, tag. So I want to share with you some of the prompts that we do, and we're going to do some, like, real life copy. I don't know if it's going to work on an episode. It might fall hard on its face. So you picked an ad for me before we did this?

[A]

I did. Let me tell you.

[B]

Yeah.

[A]

Okay, so this is an ad for Chisos cowboy boots.

[B]

I'm going to bring it up too.

[A]

While we're looking at the brand I bought from before. They make good boots. I know Will, who runs it over there. Good guy. Great guy. This ad, I picked this one because, like, I think it's great. Like, I think it's really good. So I want to see how we can improve it here. But the caption says, made for the ranch, refined for everywhere else. Small batch cowboy boots built the way boots used to be built. And then the actual text on the ad says, built slow. Built right. Crafted to match the standards you live by.

[B]

Oh, my gosh. I love it.

[A]

It's really good.

[B]

Very like, Nate style. Creative. And I don't know why. I like.

[A]

I'm like, I did not write this, by the way. This is all them. But I like it a lot. It speaks to me. I'm wearing a hat right now that says, life's better old fashioned with an old fashioned cocktail on it.

[B]

Is that one of yours? Yeah, Yeah. I was gonna say that's killer, obviously.

[A]

But yeah, no, this speaks to me. I think it's great. So I'm very excited to see if you can improve.

[B]

Okay. All right, so let's take this down real quick. And I have to. Okay, move this over. Which piece of copy do you want me to do? Do you want me do all of it?

[A]

Let's do the caption.

[B]

Okay, so made for the ranch.

[A]

Interesting. Yeah.

[B]

Okay, so we're going to do the caption.

[A]

By the way, we didn't ask Will if we could do this. Will, hope you enjoy the free game here.

[B]

Okay, so what we're going to do, I'm going to come in here and I have my prompts preloaded just so we can make this easy today. What this entire prop does, it's a pretty big one, but it's asking the GPT to develop ad concepts that, that specifically target two different psychological processes mixed together. So for this specific prompt, I want to mix first principles, thinking, which basically tells the brain pair this down to like the basic level concept. Don't try and like mix a bunch of random information. I want like what's the, what's the core thing that we're trying to communicate? And this one in particular is going after loss aversion. Okay, so this is only going to generate concepts and that's on purpose because I don't actually want to write the headline yet. I just want to start with the idea. And this is how I'm getting much better ads. It's how Jacob got that like six figure static, all this different stuff. I'm asking the GPT to just come up with the idea. Do not write anything because I want to do that. I am starting to see a lot better results if I just take it and write it myself because I'm a good copywriter and I know what to say. Just give me the idea.

[A]

Yeah, me too.

[B]

Big long one. It's going to use first principles, thinking and loss aversion. And it's going to start with the concept that we have specifically from that ad. So, made for the ranch, refined for everywhere else. Small batch cowboy boots, built way boots used to be built. Let's see what it does. This will be interesting.

[A]

Now this one's specifically going for like a loss aversion angle. Risk aversion. Is that that interchangeable? I assume I can tell you, yes.

[B]

You can interchange it for anything. But I will say each prompt that I have and we're going to do two more here. Each prompt that I have is very specifically built so that it teaches the GPT what those psychological concepts are. So you can't really just like swap like loss aversion and out for anything else. You kind of need to build a whole new prompt, but I have no idea if this is gonna work. Here we go. So taking the root idea, made for the ranch, refined for everywhere else. Every shortcut people take with cheap boots is quietly costing them more. So it's accurate on the psychology side. And this is why I always double check chat. When it brings back anything, check to see if it knows what you were trying to get. Yep, here's three concepts that it gave us. Let's pause for just a minute. Quick breather while your brain digests whatever tangent we were just on, we need to talk about something that BFCM made painfully obvious this year, and that's the fact that Andromeda isn't just a cute little algorithm tweak. If two ads feel exactly the same, and I'm talking like same Persona, same pacing, same emotional arc, Meta's just gonna toss them into the same bucket and let them fight to the death. That means that creative diversity isn't just a nice to have anymore, it's kind of entire game. And this is exactly why I've been leaning so hard on Motion to help me make good creative decisions this year. A few of the brands that I run Creative Strategy for ran their entire Black Friday account through Motion's AI tagging system this year and what came out was kind of brutal. Ads we thought were distinct got grouped together. Angles that we swore were entirely different were basically identical in Meta's eyes tagging system picked up on those blind spots that most teams would have never caught in the kind of chaos. Things like recycled Personas, fatigue loops, 2018 hooks that were just dressed up as new ideas. Motion caught all of it. The Analyze this Report agent became our eyes and ears this year and it took all the chaos of Black Friday tens of thousands to spend forty plus ad variations five competic hypothesis it it took all of that and distilled it down into a clean do more of this. Stop doing that report. Heading into 2026, this is going to be the new creative reality. I'm talking depth, variety, distinctiveness. All of those things need to be inside your ad account. And Motion helps keep up with all of that instead of like just steamrolling you with it. If you want to see how Meta is actually reading your creative, then go try the AI tagging feature or run the Analyze this Report task in your own Motion account. It's a two minute test that will either confirm your instincts or expose them. So go start your 14 day free trial@motion app.com that's motionapp.com. and now back to the show. Big idea. You're paying more for boots that die faster. The illusion of affordable boots collapses under first principles. So we're going to show the life cycle of a budget boot. Oh. Oh, I love this. In an ad. Wouldn't that be interesting to watch a boot breakdown?

[A]

Yep.

[B]

Have you ever seen those ads where it's like a cheeseburger that they just stick inside of, like a plastic moldy.

[A]

For like a year or something? Yeah. Yeah.

[B]

Why is no one doing that with, like, products?

[A]

That's really good. I like that.

[B]

Okay, so day one, it looks great. Month four, the heel is starting to separate. Month eight, you're googling best glue for boots. And by year one, it's in the landfill.

[A]

Yep.

[B]

I really like this concept. See, this is why I, I ask the, the GPT to give me ideas. Don't ask it to write things yet or to build a script or anything. These ideas that I'm coming up with in my head are sometimes good, but oftentimes the GPT could be just as good as you tell it how to build the idea.

[A]

So what we're realizing is, like, I think AI can get us 90% of the way there. It's just that all the money is going to be made in the last 10%.

[B]

Yes, that last 10. That human.

[A]

Use it like this. Use it for the ideas and to spark you to be more creative.

[B]

I'd be interested to see if you can do this for adapt like the life cycle of an actual, like, supplement.

[A]

Yeah.

[B]

How long does it stay in your body?

[A]

Well, oh, I would actually think about it differently. I would think, like, okay, how? Like, if you buy another cheap supplement, you're going to take it for a few months. You're not going to feel anything. You're probably going to take it for four to five months and you're going to give up on it and you're going to think your problem can never be solved. Like, yeah, that's the common customer pain point for us.

[B]

Okay. Yeah, I love that. Yeah. Yep. Oh. The life cycle of any sort of project would be really interesting. Okay. I mean, it gave us two other suggestions in here, but I also have two other props you want to move to other prompts or do you want to see the other two that came up?

[A]

Let's go. Other prompts. This was great. I think it's like a great angle.

[B]

We're gonna just copy that.

[A]

Oh, and you could compare and contrast, like, the life cycle of other boots compared to the life cycle. Yeah, you're the ones you're doing selling and you could wear them for a decade.

[B]

Well, this is interesting. What is the actual job of a boot? To protect, to support, to last.

[A]

Yeah.

[B]

Oh, okay. Yeah. Oh, okay. We'll come back to these. We'll come back if we have time. Okay, so I'm going to copy and paste the exact same concept basically that made for the Ranch, refined for everywhere else, into this next one. So this next one is gonna built similarly, but it's using two different psychological processes. The first one it's using is something called status signaling, which is basically we're trying to signal to other humans that we have some sort of elite status based on what we're wearing, what we.

[A]

Oh, it's going to crush this one for this.

[B]

Yeah, yeah. So status signaling is the first one. Open loop is the second. Open loops happen when you give some of the information but not all of it. So psychologically we're telling the GPT give a little bit of information about the status you're trying to signal, but don't complete it. Ask people to come in and click into the landing page obviously from the ad to complete that information. So scroll all the way. Bottom, we're just going to copy and paste same exact context we did before. So we're still starting with the same ad that we had at the beginning. Made for the ranch, refined for everywhere else. Small batch cowboy boots built the way boots used to be built.

[A]

It's going to crush this one.

[B]

You think so? Why, why do you think this one?

[A]

Because I think. I just think it is.

[B]

Okay. Okay. I think you're right though, because it's a flex.

[A]

Yeah, I think status and boots are like very like. That's how guys like me flex. It's not with watches.

[B]

Okay, we're gonna do three concepts built around status as a quiet flex and open loops that tug the mind forward. Each one keeps the ranch to refined ethos intact while giving the viewer the irresistible sense that there's a world here that I'm not a part of yet, but could be. So here's concept one. The boots people ask about. A certain kind of person doesn't buy boots. They buy reputation. Jesus. These boots insiders recognize instantly and everyone else asks about. So the angle here open up a subtle social cue. Somebody walks into a room, heads tilt and someone whispers, are those the ones cut before we find out what makes them special. So we only hear they're made the old way. Most folks don't know why that matters. Oh, that's interesting. What do you Think of this one. Most folks don't know why that matters.

[A]

I think there's a better way to communicate the core message here.

[B]

Okay.

[A]

Like, I think the angle here for boots, like cowboy and western stuff is, like, popular now.

[B]

Yeah.

[A]

There's a bunch of guys me, that work like, cushy white collar jobs, that wear boots. That wear boots at the bar on Friday after I work in my office that's air conditioned and like, real cowboys, like, don't think I'm real. And I'm like, well, I'm in a couple bowls, so like, that's fine. But in general, I would frame this as like, city slickers. Don't know why your boots need to be tough because they only wear them on date night. They're not wearing them to the ranch.

[B]

This is something I actually saw. I can't remember which luxury brand it was, but they actually ran an ad where their new clothes don't have any brands on them. I don't know if you guys have noticed this kind of trend happening where Gucci, Prada, all these different guys are migrating away from the designs they used to have, where the whole purse was covered in their logo.

[A]

Yeah.

[B]

Right now, a lot of the luxury brands that we're seeing pop up are actually foregoing logos on anything because you have to know. You just have to be a part of the in crowd to be able to tell what that is. I think this is what the GPG is trying to communicate is like, if you know the boot, you'll know what it is the minute it walks in the door.

[A]

Yeah, well, I think boots are super interesting because, like, a lot of the times you don't know the brand just by looking at them, but you can tell what's a quality boot and what's cheap.

[B]

Yes. That's really interesting, the idea of just by looking at it, you could tell.

[A]

Now I'm gonna ask you to scroll down here because I think the second example of this is going to be better.

[B]

Okay. Okay, we'll go. Concept two, quietest flex in the room. The big idea of the premise here, real status whispers. These boots don't shout. They signal made for the ranch. Fine. For every room that came after. Oh, my God.

[A]

Bar.

[B]

That's a bar. Oh, that's so good. That one right there. I would cut into a static fine for every room that came after. So the narrative angle here, you're quietly. Okay, this is what we're just talking about. Showing quiet luxury cues. Muted colors worn in weather. Someone slipping them on before a meeting, a date, or A flight. And the voiceover says, funny thing, the folks who know quality never ask the price. They ask the maker. Bar.

[A]

Absolute bar.

[B]

Dang chat. Okay, that I don't. I probably don't need to do a lot of editing. That's actually really good.

[A]

That's really, really good. Will, if you were listening to this episode, this one, run this out.

[B]

This one's so good. Okay. And this is why it's interesting when you combine two mechanisms at once. And I've seen a lot of people do this where they'll try and tell the GPT or chat whoever to just do 1. Combine 2. I have tested this with up to 5 interesting. And it comes up with some crazy stuff. But as long as you're telling it to do concepts, not like straight copy, it'll give you things that are like, that's pretty close. And I like the way that sounds. And we can take that and refine.

[A]

So well, if you run this ad, tell me makes more than 50 grand, please send me the new pair of boots that you just launched. That's five grand that I can't afford, but I would love it. They look amazing.

[B]

The more that we do this stuff, the more I'm like, nate, you and I just need to start an agency. God, we're so good at this. Okay, all right, last one. This last one is going after high converting ad concepts. Two different psychological processes. First one is open curiosity, which is that kind of sense of like, wait, what? What is that? Why is that happening? And then we're going to use reverse psychology after that. So we're going to challenge the viewers instincts, behaviors.

[A]

I'm interested in this.

[B]

Assumptions. Oh, my God. Reverse psychology. I use with my kids all the time. So I'm like, this one I know works really, really well. So we're just going to copy and do the same thing we did last time. Same ad made for the Rams. Fine for everywhere else. Let's see what it comes up with. I love these copy generation episodes we do because they're just fun. I like to see what the. What the GPT is capable of doing. All right, so concept number one, these boots aren't for you. Ooh. Tell the viewer they shouldn't wear these boots unless they've earned them. Then reveal the twist. The craftsmanship is so overbuilt. Anyone benefits from these boots? Just not ranch hands. No. Oh, not just ranch hands. Sorry, I read that wrong. Craftsmanship. So overbuilt. Anyone benefits from them? Not just ranch hands. So the angle or hook here is open on Clean kind of urban theme overlay. Tech says, don't buy these boots. You're not ranch enough. Nate, does that hurt you?

[A]

Yeah.

[B]

If you hear you're not ranch enough. Is that. Is that favor?

[A]

Why do you think I rode bulls this summer?

[B]

You're not rich enough.

[A]

I had to earn it.

[B]

Oh, this one hurt. This one hurts even me. And I'm not even concerned about it.

[A]

Do you know it still hurts my ribs from getting stepped on by.

[B]

Yeah, I bet. So, yeah, you put it. You put in the work on that one. This is interesting psychological mechanism. Obviously was curiosity from this, like, don't buy these contradiction. But the reverse psychology is just poking at the ego. Are you not ranch enough for these particular boots? It would hit a very specific crowd, I think.

[A]

Yeah. This is really similar to an ad that I made for OG I'm trying to find it right now.

[B]

Oh, okay. This isn't for you. Interesting.

[A]

Number two.

[B]

Looks like it's gonna be good too.

[A]

I've done one that's like, you don't just buy this watch, you earn it.

[B]

Okay.

[A]

Yeah, I remember that one. Make this watch for everybody. It's built for men who show up every day, work hard.

[B]

Yeah.

[A]

Keep. For the men who never quit. We build watches that won't quit on you.

[B]

Yeah. Very similar concepts in theory. I. I think it would take a little bit of refining just so you're not offending people. But I. I mean, it sounds like you've already tested it. It did work well.

[A]

I think, like. I honestly think, like, this isn't for you angle. It's, like, a little played out. I like taking the stance of, like, it's not for everyone.

[B]

Okay. Yeah. Yeah.

[A]

And then let people, like, self decide whether it's for them or not and describe someone awesome.

[B]

That distinction is really good between you and everyone. It's a little word change, but it's a really powerful one.

[A]

Yeah. We. This one that's kind of similar, but, like, takes the opposite approach here of, like. It starts with, well, I'll just read it to you. It says the only thing you're missing is this watch. And then goes on to explain. Yeah. Bars. It has check. Like a check mark list that's like, rugged good looks. Got it. A gritty personality, integrity and character. All check, check, check. And then a whiskey barrel watch had an X next to it. So this kind of took the opposite thing of, like, we're not saying this isn't for you. We're saying you are already everything that this product stands for.

[B]

How did that do for you.

[A]

Crushed.

[B]

Yeah, I bet. I bet that one did. Yeah. I know that, like, everyone he brings up is crushing, but, I mean, yeah.

[A]

You think I'd bring about that?

[B]

That did work. It didn't do that. That would be hilarious. One of these times you're like, it was awful. It didn't do anything.

[A]

The only one I'll bring up that didn't work is the condom one, which is still my favorite ad I've ever made.

[B]

That was one of the first posts that I ever saw from you on Twitter. And I was like, this guy over here.

[A]

Terrible. I don't.

[B]

I don't know.

[A]

It doesn't work because I'm, like, telling a joke that only men would like to their girlfriends to try to get them to buy a gift, and it doesn't work.

[B]

I mean, you might have been able to make it work if it was, like, reframed just a little more.

[A]

What it was, guys, it was a watch on top of, like, a pile of condoms, and it said, this Valentine's Day, get him something he actually wants to wear.

[B]

Clarification. On top of condom wrappers. Like, just the wrapper.

[A]

Obviously, we unwrap them. That'd be insane.

[B]

That's why I'm clarifying. But as a girl, I was like. I could see the joke behind that because I have a dark sense of humor. But I'm also like, I think I want it delivered a different way. That was a lot for me. It was just a bro.

[A]

Yeah. No, it doesn't work. It's like, it's clever, but it's the totally wrong message for the audience.

[B]

Kind of clever. Yep.

[A]

My mom asked me to explain it to her one day that. That wasn't fun.

[B]

I mean, I.

[A]

She's like, what do you mean?

[B]

Like, I was like, mom. I love that about your mom, though. That says something so sweet about her that she needed to explain. That's very.

[A]

She's like, I don't get it. I'm like, okay.

[B]

You don't need to get it. Nobody, Nobody. We pulled it. It's fine. All right, back to our copy, though. What do you think about these? Do you want to see any more that are generated from this one?

[A]

I mean, these are good. I think we've given Will enough free game. I don't want to give him any more until he sends me boots.

[B]

No, but three of these, I think. Was it the first one? This one I really liked the first principles, like showing life cycle of boot. That was probably my favorite one.

[A]

I like the Quiet flex one.

[B]

Oh, you did.

[A]

Okay, second concept here.

[B]

Yes. Quiet Flex. Okay. Yeah. This. This one in particular. People don't ask about the price. They ask about who made it. That was. Oh, asking about the maker is. Whoa. Okay. Yeah, I need to run that in that.

[A]

Yeah.

[B]

Okay.

[A]

By the way, one thing I just want to say about all of this that people don't understand. If you get good at this kind of messaging, you can raise your prices.

[B]

Yeah, yeah, by all means.

[A]

Like, like, if you find an angle that's somewhere in this vein of, like, quality over price, who. Who made it versus just like the. The brand name, you can increase your price by 50% and you would rip. Still, like.

[B]

Yep, Yep.

[A]

Messaging will help you build a healthier business if you get really good at it.

[B]

And I. We actually just did a podcast on this last year. They've done a study on abstract versus concrete language, like definitive la. And the fact that if you get good at really descriptive, emotional copy, you can increase your prices. You can. I mean, 100 people are willing to pay more if it sounds like something that has a lot of lore inside of it. So. Yeah. Oh, these are so good. Okay. I'm glad you like these. Take these if you guys want them. I will share these three props with you. If you guys want to just, like, test them, see if they work, I'll take them.

[A]

Thanks.

[B]

Come back and tell me if they make you married, because they should.

[A]

Thanks for listening to Brain at Driven Brand. We will see you next time.

[B]

Thank you so much for joining us on the show today. Appreciate you guys listening. If you want to follow me, I'm Sarah Levenger. Anywhere you consume content, he is aytelagos. If you like this show and if you like this episode, go ahead and like, subscribe. Share with a friend. Drop us a review when you have a minute. We would appreciate it. Otherwise, have a great week. We'll see you next time. It.