Get People to Pay 35% More By Using THIS Psych-Tactic

Summary

Brain Driven Brands: Get People to Pay 35% More By Using THIS Psych-Tactic

Release Date: April 24, 2025

In this enlightening episode of Brain Driven Brands, host Sarah Levinger and co-host Nate Legos delve into an advanced neuromarketing tactic that can significantly boost your e-commerce brand's revenue. Titled "Get People to Pay 35% More By Using THIS Psych-Tactic," the episode explores how the strategic use of abstract language in marketing can enhance customer willingness to pay higher prices. Below is a detailed summary capturing the key discussions, insights, and conclusions from their conversation.

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1. Introduction to the Psych-Tactic

Nate Legos introduces the episode's main topic: a psychological tactic that enables brands to charge up to 35% more without altering product prices directly. He emphasizes that this tactic is not related to product features, costs of goods sold (COGS), or traditional marketing strategies, but rather focuses on the perceived emotional value of the brand.

Nate (02:15): "You can get people to pay 35% more when you use this specific type of marketing tactic."

2. The Study Behind the Tactic

Sarah discusses a 2020 study published in the Journal of Marketing, revealing that brands using abstract language in their marketing communications can command higher prices. The study compared the effectiveness of abstract versus concrete language in advertisements and its impact on consumer willingness to pay.

Key Findings:

• Abstract Language: Leads to higher perceived value, allowing brands to charge 35% more.
• Concrete Language: Focuses on specific product features, resulting in lower willingness to pay.

Sarah Levinger (04:32): "People will pay 35% more for a tea brand when it was described using abstract language over, like, definitive language."

3. Abstract vs. Concrete Language

The hosts break down the difference between abstract and concrete language in marketing:

• Abstract Language: Evokes emotions and broader brand values without delving into specific features. For example, a watch ad saying, "Confidence with every tick."

• Concrete Language: Details specific product attributes, such as the materials used or the manufacturing process. For example, "This watch is made from stainless steel with a Swiss movement."

Nate (07:03): "This is the difference between telling people, like, hey, I have this watch to sell you incoming original grain ad. We do one an episode, and I can tell you all about the movement and the material and what it's made from..."

4. Practical Applications for E-commerce Brands

Sarah and Nate discuss how e-commerce brands, especially those in direct-to-consumer (D2C) sectors, can apply this tactic to enhance their pricing strategies without alienating potential customers.

Strategies Highlighted:

• Emotional Engagement: Use abstract, emotionally charged language in ads to create a deeper connection with potential customers.

• Lifestyle Positioning: Focus on selling a broader, aspirational lifestyle rather than just product features.

• Segmentation Based on Customer Journey: Tailor messaging based on whether the customer is at the acquisition stage or already a loyal customer.

Sarah (08:53): "I think a lot of us in D2C could use this because we hammer features and we even had hammer benefits a ton. But, like, this is one of the reasons why you've never seen a us versus them ad from us."

5. Impact on Brand Building and Pricing Strategy

The conversation shifts to the broader implications of using abstract language for brand building. The hosts argue that emotional marketing not only allows for higher pricing but also fosters long-term brand loyalty.

Insights:

• Higher Average Order Value (AOV): Sarah observes that her brand’s AOV has nearly doubled over three years, attributing a significant portion to improved emotional value communication.

• Cost Efficiency: Running non-conversion campaigns focused on emotional engagement has led to lower cost per lead and more efficient customer acquisition.

Nate (16:17): "How is it performing? Oh my God. On them, like that kind of stuff. So, yeah, it's going well."

6. Overcoming Marketing Challenges

Sarah and Nate address common challenges faced by brands, such as rising costs due to tariffs and ineffective ad strategies. They emphasize the importance of building a strong emotional brand that can withstand external economic pressures.

Nate (20:51): "With tariffs will kill businesses. Tariffs will not kill great brands. Period."

They also critique the over-reliance on algorithm-driven marketing tactics that focus solely on conversions, advocating instead for a balanced approach that includes emotional branding.

7. Conclusion and Final Thoughts

In wrapping up, the hosts reiterate the significance of emotional, abstract language in marketing to not only justify higher prices but also to build sustainable, loyal customer bases. They encourage listeners to rethink their marketing strategies to prioritize emotional engagement over mere feature-driven advertising.

Nate (20:26): "100% conversions are half the equation, people. If you're only going after conversions, you're building a business, you're not building a brand."

8. Special Mention: Tether Insights

Towards the end, Sarah briefly discusses Tether Insights, her market research firm, highlighting how it helps brands understand their customers' emotional and psychographic profiles to better align marketing strategies.

Sarah (22:05): "We're going to run it up. We're almost ready for like launch probably early next week... Appreciate you listeners. You guys are the best. Survive the tariffs out there, guys."

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Key Takeaways:

• Abstract Language Enhances Perceived Value: Utilizing emotionally charged, abstract language in marketing can significantly increase customers' willingness to pay higher prices.

• Emotional Branding Over Features: Focusing on the emotional connection and broader brand values is more effective for long-term success than emphasizing specific product features.

• Strategic Marketing Segmentation: Tailoring messaging based on the customer’s journey stage (acquisition vs. retention) can optimize both customer acquisition costs and brand loyalty.

• Building Resilient Brands: Strong emotional branding can help businesses withstand external challenges like tariffs and market fluctuations.

By integrating these neuromarketing insights, e-commerce brands can not only enhance their pricing strategies but also cultivate a loyal and engaged customer base, driving sustainable growth and long-term success.

Transcript

[A]

What's up, everybody? Welcome back to Brain Driven Brands. Hey, I'm your co host, Nate Legos, joined by founder of Brain Driven Brands. Hey, founder of the podcast.

[B]

Can we say that? Do you found podcasts or do you just start them? Okay, we'll just say founder.

[A]

We can say founder of the podcast. Founder of Tether Insights, which I'm now a proud customer of.

[B]

Hey, I have your survey up and ready to go. I had no no help this week. Shout out to Richard. I love him. Richard never leave me because I can't do everything all by myself. He was out on vacation this week, so I had to, like, draft all this stuff up on my own.

[A]

You let your employees take vacation time?

[B]

I do, actually.

[A]

Weird. We'll do the next episode about why that's a mistake.

[B]

It's hurting my aov. No, no vacations across the board. Yes. I am excited, though, to be back this week. I was sick last week, like, deathly ill. I mean, it wasn't deathly, but it was bad enough where I was like, if I don't sit down, I might fall down. So.

[A]

Yeah, you're still not eating enough rebas. That's obvious.

[B]

Apparently not. Although I have heard through the grapevine that red meat is not great for you, so.

[A]

They're lying.

[B]

Take them.

[A]

They're lying.

[B]

What? You will. Red meat maybe not so good for you today, though. I am super stoked to be back on the show. Mostly because I miss my Fridays with you people. You and Scotty. I got to talk to Scotty for all of five seconds before the show, and I was like, oh, Scotty, I miss you.

[A]

Anyway, we got a good crew over here.

[B]

We do. We have fun. Also, I constantly. I'm still getting people who are like, I love the show. I listen to you guys religiously, so shout out to our listeners. You guys are great. Please send me coffee because I'm exhausted today.

[A]

Seriously appreciate everyone who listens to this podcast. Not as much as I appreciate people who listen to Tactical and Practical, but okay. It's pretty good. Compliments on this show too.

[B]

God almighty.

[A]

All right, what are we talking about today?

[B]

I'm excited. Okay, I have two different topics that I'm gonna let you decide. Oh, I'm just going to give you the headline of the podcast, and then you get to decide which one you want to talk about. All right, so first one. First topic. You can get people to pay 35% more by using this psych tactic.

[A]

I like that one.

[B]

That one's a good one.

[A]

That's a Strong first option.

[B]

Yeah. The next one, though, is actually even more interesting, and it doesn't apply to dc. I've been racking my brain trying to figure out how to apply this because it's such interesting research. You can get somebody to do something 85 more, like 85 more times just by adding something to your product. One specific thing. So which one do you want? You want to talk about?

[A]

Let's do the first one, because I think people need that quicker with all the tariff stuff going on. I did an episode this week on Tactical and practical about how to test higher prices if your cogs are going up.

[B]

Okay.

[A]

Yeah, did very well. But let's do how to get people to pay 35 more, because we're all right to need that.

[B]

Okay, so this is our regular quiz. 35% more. You can get people to pay 35% more when you use this specific type of marketing tactic. Now, I. I'm gonna need to give you more context, because this is the answer.

[A]

Not to raise your prices about 35, because you could do that.

[B]

This is the interesting part, though, is, again, this particular psych. Hacked hack. I hate the word hack tactic. Has nothing to do with your product, your cogs. It doesn't have anything to do with your marketing. Sort of. It's something that you can change about how you feel as a brand. What do you think it is, how you feel. And people will pay 35% more if you just change this one specific piece of how you feel as a brand.

[A]

Whoa. Yeah.

[B]

This is why I'm like, oh, this one might be a good one for this particular time period of the year. I'm so sorry for anybody dealing with anything related to tariffs, but this is why I'm studying this stuff right now. Because I'm like, there's stuff you can do that does not require a price hike that can get people to pay more.

[A]

Does that have something to do with, like, how personal you make your messaging or, like, your tone of voice, like, going first person or.

[B]

That is close. You're actually on the right trade.

[A]

I'm getting good at these.

[B]

You're getting really good. It's because you start thinking, like, abstract. You're like, sarah, what would Sarah think? Let's think of something super random. And that's pretty close. Yeah.

[A]

All right. What is it?

[B]

All right, so for. For this particular study. Oh, my God, this was so interesting. This was a study done in 2020, so it's a recent one. Said that people will pay 35% more for a tea brand when it Was described using abstract language over, like, definitive language. Now this is really interesting. Ah, right on time. Look, my husband bring me food.

[A]

Let's go.

[B]

Huge consumer.

[A]

Casey on the pod.

[B]

Making that cameo. Making that cameo. That's amazing. Okay, okay. Abstract language. So this was like a really, really fascinating study. Let me see if I can find the research on here. So this was.

[A]

Oh, is this where they describe it as things that, like, you wouldn't describe T. Kind of.

[B]

Yeah, yeah, it's very similar to that. So this one was posted in the Journal of marketing, December in 2020. And what they found was customers have like a more difficult time parting with their money if you're more definitive about what they're paying for. Now this sounds really strange. So for instance, they had like, where is this one? I want to make sure I have the right one because they did like three different studies in here. A charity ad sounds like co branded with a Canadian beer brand collected 67% more donations from people who felt distant from the beer brand when the ad was abstract. Meaning when they asked them, like, why is your donation important? People reference the fact that it came like, we're helping the health of animals. Right. So they got 88% more donations for people close to the brand when the ad was specific. So when they asked them, how does your donation make a difference? People stated, it provides medical care. So. And I know this is. I'm getting to the point here, but in general, what this means is if you're abstract with your language, people have a higher chance of paying more because they think it goes towards more stuff. If you're more definitive with your language, then people will pay less because they think they're only getting one specific thing. When I read this, yeah, I had to read it like multiple times. I was like, what are they trying to say here? It sounds as if, if you're abstract with what you say on the marketing side at least, and you draw people in with this more high level, almost like ethereal kind of language. People come in and expect to pay higher prices because they feel like they're getting more for the brand.

[A]

Oh, we've been. We've been crushing this for a couple years.

[B]

So I'm like, no wonder you could pay higher prices for either.

[A]

Okay, yeah.

[B]

So, like, you already do it.

[A]

This is the difference between telling people, like, hey, I have this watch to sell you incoming original grain ad. We do one an episode, and I can tell you all about the movement and the material and what it's made from and how long it took to make it being very definitive and concrete about what you're. Or we could say one of your headlines is crushed for us Confidence with every tick. Or, you know, show your man he's worth it.

[B]

Yes.

[A]

Like, we are now speaking to so much, I don't know, broader, more abstract, but bigger needs that people.

[B]

Yes.

[A]

By not getting into the nitty gritty details.

[B]

Yes. Well, and it's just quite interesting because. Okay, so what they're talking about here is people who feel distant from the brand. I think what they mean is acquisition level customers.

[A]

Right.

[B]

I don't know why they say it that way. So weird with studies are weird the way that they like bucket people. But for you guys in particular, at acquisition level, it sounds like people aren't really concerned about, like, how your watch is made or what's inside of it. They are a little bit attached to materials. So, like, that's a part of your marketing ecosystem. But for the most part, top level customers are hearing a lot more of this abstract, more like emotional level language instead of going for just features or even benefits. Really?

[A]

Yeah.

[B]

You guys are almost like one level higher than that. Oojis, which is like, just knocking things around, which is more psychologically focused. And according to this study, people who are inside the brand that feel closer to it sounds like they pay even more. So for the T brand, acquisition level customers paid 35% more when marketing material is abstract. And retention customers pay 28% more when the language was abstract. This is bonkers. Yeah.

[A]

I'm like, that's such a big deal. And I think, like, I think a lot of us in D2C could use this because we hammer features and we even had hammer benefits a ton. But, like, this is one of the reason why you've never seen an us versus them ad from us.

[B]

Yeah. Yep.

[A]

Because I think, like, hey, you are just focusing on, like, the smallest thing. Yeah. Or like the smallest, you know, differences or features or whatever. When you should be selling a much broader aspirational lifestyle.

[B]

Exactly.

[A]

And we miss that again and again in ecom.

[B]

I find it really interesting because I think we get this assumption in marketing that at the top, we need to prove our worth when, from what the research shows, at the top, it's actually more important that you just prove your emotional value. That sounds really weird, but it's almost the difference between my husband's bringing me food. That's very nice. He could have just texted me and be like, I have a bagel and an egg and I have, like, salt and pepper. Does this sound appetizing to you. Instead, he texted me and he was like, have you had breakfast yet? Right. There are two ways of selling what he's trying to sell me. But he didn't have to tell me what he was going to make. He literally just said, are you hungry? It was an emotional attachment of like, are you doing okay? Can I get you anything? I think I'm like, what?

[A]

I think this goes into like the first date metaphor really well, of like, you don't show up to dinner and you're not like, hey, so listen, here's the deal. This is how much money I make. This is my credit score. It's my height and weight.

[B]

Yep.

[A]

This is what I like to do. Like, your goal is to get them to like you.

[B]

Yes. Yeah, yeah.

[A]

You will uncover the details later.

[B]

Yes.

[A]

And like, I think that's so obvious when we talk about dating, especially if the details aren't that great. You gotta get em to like you before you pull the rug out on em. But like, that makes all the sense in the world. Yeah, but so many of our ads running to cold prospecting traffic.

[B]

Yes.

[A]

Is like, hey, here's all the details about our brand. And you're like, I don't even know you. Like, why do I care what your watch is made from? I don't know you. I don't like you.

[B]

I don't even know you. This is the reason why I default always over to like emotional and psychographic and like identity focused marketing at the top. Because right now, the thread across dtc, especially on Twitter this week is like, nobody knows what the customers are doing. Like, we can't figure out acquisition, what's going on. I'm like, you guys are confused. You should not be confused. You're all using ChatGPT to do functional very like, I don't know, like, not very emotional marketing. Because chat can't be emotional. So it's just like you're surprised. Like, all right, that's fine, I'll get off my sofa. But okay. So I should caveat this. There's limitations to this study that I think with should probably talk about that at acquisition level. It just, it very much seems like being more emotional is obviously better for prices in particular. You can charge more if you're more emotional at the top. As you get into the brand though, the more loyal you get. It sounds like specific language becomes more important. So people kind of evaluate your product based upon where they are in their journey and if they are a consistent customer who already knows you and are like, is emotionally aligned with the brand, especially if they've been with you for a long time. Sounds like they don't really need the emotional draw anymore now. And I bring this up. Yeah. Because one of the CIMs we ran this week shout out to Tether Insights. We run market research if you want to come over and learn more about your customers.

[A]

If you use code nate@tetherinsights IO, I'll.

[B]

Get you a discount code. That'd be amazing. I don't have one. Sorry. We. I mean, we can get one, but we don't have it, so. This cim, though, was really interesting because we ran it on an industry where it was a product that was almost like a generalized product. Right. So it was fashion, but it wasn't like. I don't know what you would call it. There wasn't really any personalization to it. Like, it was one of those products that, like, everybody has all. It was socks. It was one of those products that everybody has. Right. That like, nobody gets a really emotionally attached to what we found in the cim. Cold traffic was really sensitive to emotion. Warm traffic almost wanted just like a. Give me the facts that makes sense. Please don't tell me anymore about, like, how emotional this product is. And I'm finding this across the board in a lot of different industries when we run cms. Very emotional at the front. Don't be emotional on the back end.

[A]

That's super interesting. Yeah, it's like a little bit. How we structure our acquisition funnel is like the ads sell on emotion, the landing pages sell on emotion. You don't get to the product details until the product page.

[B]

Yeah.

[A]

And we've.

[B]

You guys don't even put price, do you? At the front.

[A]

Not on the ad. It's on the landing page. So it's on step two.

[B]

Well, yeah, that makes sense because people have to know it on landing page. But interesting.

[A]

Okay. Yeah. In. In retention, like in a lot of our email campaigns, we've taken some of our winning headlines from ads and from our website and plugged them in. We haven't noticed that they absolutely crush or not, they work very well in our, like, acquisition flows, our welcome flow, abandoned cart flow. That emotion still sells there.

[B]

Yeah.

[A]

It makes sense. Like, once you've been sold on the idea of a brand.

[B]

Yeah.

[A]

You've been sold on what you like about them. You've gotten to know them a bit.

[B]

Yeah.

[A]

Then I don't need to tell you again that this watch is rugged and dependable just like you are. I just need, like, hey, there's A new one. It's. It's a new color material. Check it out.

[B]

Yeah, interesting. Okay, so segueing just a little bit back into the tariff conversation then. If you're currently trying to solve this problem, which again, I don't want to go into like a huge conversation about tariffs because we could talk about tariffs all day long. But you guys in particular, you guys are doing pricing tests right now to try and figure this out. This is a. Basically a psychological tactic you're already using. Is there a way that you can use this specific tactic even more to help your price tests and to retain some of your margins in particular? Because all you have to do is just talk about it differently. And according to this study, 35% increase in like, price. I don't know, willingness.

[A]

Yeah, it's. It's super interesting. We have been kind of on this path of like, let's get people to know us and like us. We see and, and we've been on this plan for long before I knew what a tariff was, which was like six weeks ago. But yeah, for us, like, our AOV has almost doubled in the last three years. And part of that is to do with new product development. But not all. All of it, a big chunk is just coming from people are. Or. I think we're getting better at communicating the value of our products. So some things we've been doing to like, get people to know us and like us before we sell to them. We are running some non conversion campaigns on meta. Right now is the first time I've talked about this publicly, so watch out.

[B]

Whoa. You heard it.

[A]

But we're running ad campaigns to get people to visit our Instagram. We're running ad campaigns to get us to view a pdp. And the content in those campaigns is very, very not salesy. It's very, very like, first date. Hey, we want you to like us. They're sick. Lifestyle pictures that.

[B]

How is it performing? Oh my God.

[A]

On them, like that kind of stuff. So, yeah, it's going well. We think it's one of those things that's, like, hard to measure. I can't like, can't tell you it's making us a million bucks yet. But I can tell you our cost per lead this year is way down from last year. We are getting so much more efficient at acquiring leads, which for us, 30 days before our Father's Day sale goes live.

[B]

Yeah, that's huge.

[A]

Crazy.

[B]

Massive. This is really interesting because I've actually been talking to three different brands this week. I talked to three, three Founders who were all kind of in the same boat of like, we are not sure. We're not convinced that the current campaign setup for Meta is correct. Meaning a lot of these guys are sitting here going, we are rinsing and repeating the same bucket. We're just dipping that ladle into the same exact crowd over and over and over. Our CPMs are going up, CPAs are going, everything is going up. And we can't quite figure out what's happening. So in talking to this one guy who was in supplements, I was like, wait. Well, it's very possible that your Pixel has been trained to go find a specific person. Shocker again, no dig on these guys.

[A]

Which was good for a long time.

[B]

That's how. Yes, it was great for the long time because we had retention based marketing tactically in the account. We don't have retention like, like mechanically anymore. So all we've been training the algorithm to do for literal decades for some of these brands is to go find retention level people to bring into the brand. So in order to break out of that. And this is the reason why, like, I struggle with the volume game. I struggle a little bit with like cost caps and those type of things. Like, I understand the premise.

[A]

Yeah, they're all dumb. You're wasting your time.

[B]

I get it.

[A]

I'll say it as blunt as you want me to.

[B]

This is why I have data.

[A]

If you think, by the way, you can advertise without risk, you don't deserve to be in business.

[B]

It's so intense these days. I'm like, guys, we can talk about volume and we can talk about cost caps, that we could talk about ASC and all this stuff as much as you want. That's fine. That's one half of the equation. The other half is that stupid Pixel. You guys have been telling that pixel to go find bottom of the funnel customers, cheapest purchases for years. You cannot just throw in a new piece of creative and be like, go find me a new market and expect it to work.

[A]

Okay, well, and this is where like these psychological tactics get really tactical. Practical is like, for years everyone's been trying to find the cheapest customers cheapest. Oh, and I've been preaching for a couple of years, find the most valuable customers. And everyone's like, you're dumb. And I'm like, all right, see you in five years.

[B]

They're also going to have to pay more to get that customer on the interim. But the longevity of that customer is what we're going after, especially in today's day. And Age where we have fragmented markets. It's incredibly important to understand tactically. In the ad account, the only thing you're doing is going to be rinsing and repeating the same customer over and over. This is why I love this idea of reverting back to engagement or link click campaigns just to funnel in new people that are inside your tam that, that you haven't spoken to yet.

[A]

Yeah.

[B]

Oh please, please.

[A]

It's such a shame in our industry that this is a hot take. But like you should get people to like you before you get them to buy from you.

[B]

Yes. I feel bad that we have to teach this but like it's.

[A]

I think that makes all the sense in the world.

[B]

Yeah.

[A]

And, and yes, one of the ways we can get them to like us before they buy is run some of these non conversion campaigns that I can't prove to you and I can't prove to the C suite that like, hey, this is profit or in 30 days from now. But we have metrics that we can measure them against, like our cost per site session, our cost per lead going down. We know that's good for us. We also know the traffic source we're getting them from is the same traffic source we've always got it from. And at the end of our Father's day sale, I should be able to see like, oh look, we beat last year by x triple digit percent.

[B]

It worked. It worked, it worked. 100% conversions are half the equation, people. If you're only going after conversions, you're building a business, you're not building a brand. If you want to stay, if you want to stay around, you gotta build a brand.

[A]

And let me follow that up. Yeah, with tariffs will kill businesses. Tariffs will not kill great brands.

[B]

No.

[A]

Period.

[B]

Yeah, there's very few things that will kill a great brand. Very, very few. Unless you just got an idiot at the top. It's just willing to like mess everything up. But even then you could probably just replace and bring in somebody new. It's fine. Like good brands stay around. You want to be a good brand, you got to focus on more than just sales. Anyways, I digress. Where can people find you if they wanted to learn more about what you're doing?

[A]

You guys can find me building a brand. Hopefully a great one. Was I going to say at Nate Legos on Twitter, My podcast Tactical and Practical is even more tactical and even more practical than this podcast. There, no offense to this podcast, this podcast, this is a good podcast. I'm thinking about call. I'm think thinking about renaming my podcast to Too Practical, Too Tactical. What do you think?

[B]

Okay. I was like, don't get rid of the name.

[A]

Tactical. Impractical, Fast and Furious.

[B]

Every year you just do another one.

[A]

Tokyo Drift.

[B]

Tokyo Drift. Practical and Technical. We're just going to keep doing all kinds of stuff. It's fine. You do whatever you want. You're building a brand.

[A]

Yeah. Hey, speaking of, now the podcast is over. I'm not going to let you do your own intro.

[B]

Scotty's going to get mad if you do that.

[A]

Let's talk about Tether Insights.

[B]

Okay.

[A]

You want to tell people? Probably should just where we're at in the process with og.

[B]

Yes. I have had a week of prep to basically take all of your needs, all the things that you want to learn about your customers, pull it into a very specific framework so that we can uncover the emotional and psychographic and identities of these particular people, the worlds that they live in. That way we can kind of understand a little bit better about who your customer is outside of the brand, and we can align a little bit better on, like, marketing messaging. You guys are already really good at this. So honestly, the CIM for Sarah is just. I want to know about this customer type because they're fascinating. We are going after a customer type right now that is kind of blue collar, Caucasian male, family oriented, extremely, like, focused on his. What do I say? Focused on, like, how the world is kind of evolving. They're very politically focused, they're very religiously focused. But it'll be really interesting to see who they are in that world and then how they attribute that to watches in particular. So this is the kind of stuff that we study at Tether all the time, is we figure out what people are, who the person be, and then how they attribute that to your specific product and your specific brand and your industry in general. Mostly because studies everywhere are showing your internal health as a person, how your brain gets mapped, directly attributes, how you. How you purchase things, especially in adulthood. So we're learning all kinds of crazy stuff. Your particular survey, we have just mapped all of your core questions, the questions that you wanted to learn about your customer into our, like, pictorial and more metaphorical format. So. So we changed them over from, like, about us to, if this brand was a superhero, which one would it be and why?

[A]

Let's go.

[B]

Sounds weird, but there's lots of science behind it, so we did that.

[A]

This is so in line with the. The first date thing, though.

[B]

So true.

[A]

How many conversations you have early on, we're like, what's your favorite movie. Stuff that doesn't really matter but tells you who they are.

[B]

Tells you who they are. Thank you. We ask these questions all the time. We're trying to get married. Like why wouldn't we ask it as a brand? Thank you. I'm going to use this line everywhere now. So. Yeah, you guys are. We're, we're going to run it up. We're almost ready for like launch probably early next week. I think early to mid next week. We got to throw it into type form and check some stuff, but we're going.

[A]

Wait, See you thought I was going to cut off your outro. I'm just trying to give you a place to plug.

[B]

To plug my actual. Hey, come, come get some research. People, people. It's fun. It's weird stuff you learn. But anyways, follow me at Sarah Levenger Anywhere you consume content. Appreciate you listeners. You guys are the best. Survive the tariffs out there, guys. Just keep on keeping on. Brain Driven Brands is part of the Learn and Laugh series on the Quickfire Podcast Network and is presented by Tether Insights. For more information go ToTether insights dot I.