One Word to [Convert] Them All: Here’s What It Is!

Summary

Brain Driven Brands Podcast – Episode Summary

Title: One Word to [Convert] Them All: Here’s What It Is!
Host: Sarah Levinger
Guest: Nate Legos
Release Date: January 30, 2025

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Introduction and Podcast Reception

The episode kicks off with Sarah Levinger and Nate Legos discussing the positive feedback they've been receiving for their podcast. Both hosts express gratitude for their listeners' support and highlight the strong chemistry between them, attributing it partly to their sibling relationship.

• Notable Quote:
  Sarah (00:10): "People are really into the content. Scotty says we have beautiful chemistry is what he tells me."

Their light-hearted banter sets a friendly and engaging tone for the episode, making listeners feel connected to the hosts on a personal level.

Personal Insights and Business Updates

Sarah takes a moment to share personal challenges, mentioning the hectic nature of January and the stress associated with balancing work and family life. She also plugs her business, Tether Insights, emphasizing the importance of consumer insights in driving successful marketing strategies.

• Notable Quote:
  Sarah (02:20): "Our entire personal life is just, like, exploding. So it's just like, check on a marketer, guys. Check on a marketer this week."

Nate echoes the sentiment, drawing attention to the differing seasonal stressors in Q1 versus Q4, and underscores the necessity of understanding customer needs before launching marketing campaigns.

Introducing the Core Topic: The Power of "Because"

The heart of the episode revolves around a fascinating psychological tactic discovered in a 1978 Harvard study by psychologist Ellen Langer. Sarah reveals that adding the word "because" to a request can increase compliance rates to an impressive 94%.

• Notable Quote:
  Sarah (06:19): "This particular psychological tactic gets people to say yes to any request, literally any request, 94% of the time."

Nate and Sarah delve into the details of Langer's study, illustrating how providing a reason, whether genuine or fabricated, significantly boosts the likelihood of agreement. They discuss the practical implications of this finding for marketers striving to enhance the effectiveness of their copy.

• Notable Quote:
  Sarah (07:26): "She was asking people if she could make a copy because I got to run real fast. And you didn’t have to rush. You'd be like, yeah, she could. That's fine."

Application in Marketing Copy

The hosts explore various ways to incorporate "because" into marketing materials, such as advertisements, sales pages, and calls-to-action (CTAs). They emphasize that while copywriters might hesitate to use the word for fear of it sounding too direct or forced, the conversion benefits far outweigh aesthetic concerns.

• Notable Quote:
  Nate (09:14): "Everyone should be using, because everywhere. In ads, in campaigns, on your sales pages. Everywhere."

Sarah provides examples of how "because" can be seamlessly integrated into marketing messages to evoke reciprocity and a sense of urgency. They discuss strategies for testing different phrasing to determine what resonates best with their target audiences.

• Notable Quote:
  Sarah (12:05): "Because it activates reciprocity. So for humans, oftentimes we don't really see each other... you have a better chance of being like, absolutely. Yeah, that's fine."

Real-World Examples and Personal Anecdotes

To illustrate the concept, both hosts share personal experiences where they have unknowingly applied this tactic. Nate recounts how he justified significant purchases by framing them as rewards for achieving milestones, thereby internalizing the "because" reasoning.

• Notable Quote:
  Nate (14:03): "I bought four candy bars at the gas station last night because I'm stressed."

Sarah relates by discussing her own purchasing decisions, highlighting how "because" helps consumers rationalize their choices.

• Notable Quote:
  Sarah (14:37): "Because I've been working really hard and that's what I'm craving right now."

Implementing "Because" in Campaigns and Emails

The hosts share specific instances of how they've applied the "because" tactic in their marketing efforts. Nate describes an annual email campaign where he crafts requests using "because" to motivate purchases, tying them to personal and urgent reasons.

• Notable Quote:
  Nate (19:13): "We send an email... can you support them by buying a watch from us today? Because it's their... because I want to keep my job."

Sarah suggests testing various "because" phrases in different contexts, such as holidays or brand initiatives, to see which combinations yield the best conversion rates.

• Notable Quote:
  Sarah (15:29): "Test it. Because the reason I brought up the... here's similar to what this is. Buy something from us because we're going out of business."

Discussion on Customer Justification

Nate and Sarah delve deeper into how consumers naturally use "because" to justify their purchases to themselves. They highlight that by providing a "because" in marketing messages, brands can effectively streamline the decision-making process for customers, making it easier for them to commit to a purchase.

• Notable Quote:
  Nate (13:30): "This is already how I think a lot of consumers, I do it for sure how we justify our purchases to ourselves."

Sarah reinforces this by noting that the tactic can be applied not just in advertising but also in various customer touchpoints, enhancing overall engagement and sales.

Creative Applications and Future Strategies

The conversation shifts towards creative applications of the "because" tactic, including humorous and unconventional uses to capture attention and foster a stronger connection with the audience. They discuss the potential for blending "because" with brand narratives and customer-focused storytelling.

• Notable Quote:
  Nate (16:50): "I want to see working so hard lately."

Sarah mentions the importance of testing and iterating different "because" strategies to identify what works best for their specific audiences and campaigns.

• Notable Quote:
  Sarah (16:56): "I think the request or the reason that needs to be something that sounds somewhat urgent or possibly very emotionally, like, intense."

Conclusion and Takeaways

In wrapping up, Sarah and Nate reiterate the profound impact that a single word—"because"—can have on marketing effectiveness. They encourage listeners to experiment with incorporating "because" into their own marketing strategies to observe significant improvements in conversion rates.

• Notable Quote:
  Sarah (20:26): "Can you buy a watch because there's a birthday and because I really need to keep this job."

The episode concludes with a call to action for listeners to follow Sarah and Nate on their respective platforms and to explore Tether Insights for comprehensive market research tailored to enhance brand performance.

• Final Quote:
  Sarah (22:04): "You're going to cover all these really weird psychology things that happen to humans and you'll know where to go so you can spend less to profit more."

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Key Takeaways:

1. The Power of "Because": Incorporating "because" in requests and marketing copy can significantly boost compliance and conversion rates by providing a rationale that triggers reciprocity.
2. Application Across Platforms: This tactic is versatile and can be applied in advertisements, sales pages, emails, and CTAs to enhance effectiveness.
3. Testing is Crucial: Brands should experiment with different "because" phrases to identify what resonates best with their target audience, ensuring optimal results.
4. Consumer Justification: Understanding that consumers naturally use "because" to rationalize purchases can help marketers craft more persuasive and compelling messages.
5. Continual Learning: Staying informed about psychological tactics and their practical applications can lead to more successful and cost-effective marketing strategies.

For more insights on leveraging neuroscience and psychology in your branding efforts, follow Sarah Levinger at @SarahLavender and Nate Legos at @NateLegos. Visit Tether Insights to access specialized consumer research services tailored to propel your e-commerce brand to new heights.

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This detailed summary captures the essence of the episode "One Word to [Convert] Them All: Here’s What It Is!" from Brain Driven Brands, highlighting the discussion on the impactful use of the word "because" in marketing strategies.

Transcript

[Nate]

I have heard from more people than ever in the last 10 days that they like our podcast a lot.

[Sarah]

That's good. I've heard that, too. Like, people are really into the content. Scotty says we have beautiful chemistry is what he tells me.

[Nate]

Oh, nice.

[Sarah]

Beautiful chemistry. I was like, it's because he's my freaking sibling, and we. He drives me nuts, and so then I have to sit here and be like, hey, hey, every five minutes.

[Nate]

When you say sibling, of course you mean much older sibling.

[Sarah]

Okay, what is wrong with you? Why you gotta bring that up every time? It's not like I'm that much older than you. I'm only. Would that be eight years?

[Nate]

Feels like a lot, right?

[Sarah]

I mean, now that you say it that way, when you frame it, when you use the framing effect, it bothers you.

[Nate]

Wait, you weren't born. You weren't born in the 90s, so I'm just realizing that for the first time.

[Sarah]

No, of course I wasn't. Who was born in the 90s? You. All right, fine. I just have to go take my Ben Gay here and just, you know, I need to go get some. Some pills to stave off the wrinkles and the age. It's fine.

[Nate]

Yeah, that makes sense.

[Sarah]

It's. We're in a podcast now. Hi, my name is Sarah.

[Nate]

What an intro.

[Sarah]

How are you?

[Nate]

Welcome to Brain Driven Brands. Please follow and subscribe.

[Sarah]

Why you do the intro? I just can't. I can't be bothered to do it because my brain. How are you? How's your week? How's it. How's all the things that you.

[Nate]

Good. Things are fine. The things are fine. The things are pretty much as expected in January. Lots of work to do, lots of new initiatives.

[Sarah]

Because, like, your Twitter looks a little scary to me. I'm like, are you okay?

[Nate]

Shotgunning Red Bulls, drinking whiskey. What else has gone wrong on there?

[Sarah]

We're feeling good. We're feeling good this week. Honestly, this. This month has been a really good month for Tether Insights. Shameless plug for my business, Tether Insights. We're doing a lot of. Sponsored by Tether Insights, Consumer insights. Go get some. Really good for Tether. Really intense for me, like, personally, because, like, my kids are getting sick, and I'm trying to get sick, apparently, and everything is up in the air. I. Our entire personal life is just, like, exploding. So it's just like, check on a marketer, guys. Check on a marketer this week.

[Nate]

Check on your marketer friends.

[Sarah]

Check on them. Because, man, it doesn't matter if it's Q1 or Q4. Like, people are struggling with all kinds of weird things that you just don't know unless you ask. So go check on somebody.

[Nate]

Yeah, I think sometimes Q1 is worse than Q4, because at least in Q4, we're all making a ton of money. Like, we can be stressed and annoyed and frustrated, but, like, at least it's like, looks hot.

[Sarah]

Hey, at least we're doing great in January.

[Nate]

The main goes down.

[Sarah]

That's so interesting. I, Q4 is one of my worst periods because nobody's spending money on a resource.

[Nate]

Well, yeah, your seasonality is going to be the opposite of ours, where, like, everyone is prepping now and, like, restarting new initiatives and everyone's got their business, New Year's resolutions that they're all hot about. We're going to invest in content and customer research and as you should at.

[Sarah]

The beginning of the year before you start doing, you know, like, paying money to get customers. Maybe know what your customers need.

[Nate]

Maybe know who they are.

[Sarah]

Guys maybe figure that out. So I, I, if you haven't listened.

[Nate]

To one of the previous 50 episodes, having an idea of who you're selling to kind of important is kind of a win. I had a guy the other day. Do you, do you have a topic or are we just riffing, by the way?

[Sarah]

I, I have a topic. I do, but. Tell your story.

[Nate]

Go ahead. Yeah, I, I got introduced to this guy. He's not on Twitter. He's a IRL introduction.

[Sarah]

Whoa.

[Nate]

And he's telling me. Yeah. Which is rare. Tell me about a business he was going to start and was, like, kind of trying to get my take on it. And I was like, well, can you outline? He, he, he wanted to, to, like, where he should be advertising, where he should be creating content.

[Sarah]

Yeah.

[Nate]

And I said, okay, can you tell me who your customers are and when in their life or career or whatever, like, when they are going to need your services? Which, if you have not listened to our episode on when. Good episode.

[Sarah]

I was gonna say, you sound like me.

[Nate]

Yeah. I'm so proud. Who are they and when do they need you? And then I can answer your question for you. And he said, I don't know. And I was like, that's not a business.

[Sarah]

So, so maybe don't do what you're thinking of doing. Yeah. Until you know those things. Because that's kind of everything, is those two key pieces.

[Nate]

Yeah.

[Sarah]

Yeah.

[Nate]

And he's working on it. He'll get there. But you got to know those things.

[Sarah]

Before you do anything. Okay. I've asked nine figure brand founders, who's your customer? And they go, well, we. I'm like, you don't tell you the worst answer.

[Nate]

Everyone.

[Sarah]

Everyone. Yes. That's. That's a typical answer that I get. When they describe it, they're like, anyone between the ages of 18 and 65. I'm like, so, everyone, now, this is not to, like, dig on you people. You're doing a fine job. I had someone ask me to my face very bluntly, Sarah, why would we need to do all of this work to get this deep into our customer? Our customer avatars have worked well for us. We made it to 25 million or whatever it is based on this teeny tiny. After I was like, yeah, you made it to 25 million on, like, two seconds of information. Can you imagine if you had the full movie?

[Nate]

Yeah. Do you want to make it to 100? You want to make it to 500?

[Sarah]

Also, do you want to do it without having to spend, like, billions of dollars to get there? Because I could probably do it for a quarter of the price.

[Nate]

Yeah. Yeah. How many millions went into getting that? 25.

[Sarah]

Probably 12. How much do you want to spend? That's the question. Do you want to spend a lot or do you want to spend a little? I digress, though. Okay. I actually have a topic.

[Nate]

All right, let's get into it.

[Sarah]

Poor Scotty. We're 20 minutes in and we still haven't started. All right, so I. I think you saw this tweet, but I have a quiz for you. It's not tech. It's a study quiz, but it's an old study, something that I found that still works. So this. This particular psychological tactic gets people to say yes to any request, literally any request, 94% of the time. Do you know what the tactic is? The word. It's one specific word. I'm hoping you didn't see this tweet, because then it gives away. You already know it.

[Nate]

I didn't.

[Sarah]

Okay, okay. So this one specific psychology tactic, it's one word that they discovered. In 1978, a Harvard psychologist discovered this one word that gets people to say yes to a request 94% of the time. That's a lot, by the way. I hope everybody realizes. I'm so annoyed that I don't know very, like, abruptly. He. He needs to be way more excited. You can get somebody to say yes 94% of the time if you just add this one word to your request.

[Nate]

And it's not please.

[Sarah]

That's not magical. I tell my children that it is, but it is not.

[Nate]

You're lying to your kids.

[Sarah]

I will lie to my kids. I'm like, what is it? I don't know. What is it? Just give it a guess. What. What word do you think you should use? And I. I find this funny because I think people have a guess, but it's wrong. Okay.

[Nate]

Is it a personal thing, like saying you or your.

[Sarah]

Oh, that is actually studied heavily. Using a name. In particular, using people's is. Is incredibly potent. But no, it is not the name.

[Nate]

Something to do with a guarantee?

[Sarah]

Nope. No.

[Nate]

All right, tell me.

[Sarah]

Think more like normal. Just bland words. I'll tell you, though. I'll tell you. So, Harvard study by a psychologist named Ellen Langer. She ran a study in the 1970s to see if she could get people to comply quicker to a modifier, right? So she was asking people, like, the strangest thing. And the place that I found this, oddly enough, was off of James Clear website. Do you know who James Clear is? He's a guy who studies habits. He's a real big blogger that just blew up in the last, like, five to seven years. So the study that she ran, she was asking people if she could make a copy. So she had a lie, right? Had participants come in, and these people were standing in front of her, maybe like, three or four different people who were also making copies at this copier. So. So she had three different requests. The first one was, excuse me, I have five pages. May I use the Xerox machine? The second one was a request with a real reason, meaning, excuse me, I have five pages. May I use the Xerox machine? Because I'm in a rush. Right? And then the third version was a request with a fake reason. It wasn't real at all. And that one went, excuse me, I have five pages. May I use the Xerox machine? Because I have to make copies. The two versions that use the word because got people to acquiesce to her request 94% of the time.

[Nate]

Just because there was a reason. There was a.

[Sarah]

There was a reason. Yes. So, interestingly, that version two, the request with a real reason, which was like, because I'm In a rush, 94% of people let the researcher skip in line. Version three, which was the request with a fake reason. It wasn't even a real one.

[Nate]

Yeah, because I have to make copies.

[Sarah]

I just need to make copies. 93 of the people. So, like, gosh, that's a large amount of people who are like, that's a good reason. Yeah, absolutely. You could Cut me in line. And this happens all the time.

[Nate]

Should we be using. Because.

[Sarah]

Yes, absolutely. Yes, you should be. Everyone should be using, because everywhere. In ads, in campaigns, on your sales pages. Everywhere.

[Nate]

Whoa. I think, like, so many times, I know that any copywriters out there are gonna be like, nope, don't like that word. It's not gonna sound good.

[Sarah]

Yes.

[Nate]

It's not gonna look good on a graphic. But it's like, well, you want it to look good or you want it to convert? Because I. I think so many times our because is implied.

[Sarah]

Yeah. You assume that they know the reason. Yeah.

[Nate]

We assume they're connecting the dots in their head of, like, oh, it's bad. Show your man he's worth it with this watch because he deserves it. Because he works really hard to provide for the family. Because this is a quality gift.

[Sarah]

Yeah. Or even better, because there. There's very few ways to show him.

[Nate]

Yeah.

[Sarah]

Because you. Because it's hard to show him. Right. Like, take it back into her. You could go both routes. You could test both ways. But I love this. I can't. Like, I was reading James Clear's website the other day going, oh, my God. Because. So I find this fascinating, mostly because. Activates reciprocity. So for humans, oftentimes we don't really see each other. Like, we. Like, we kind of register that there's humans around us, but we're so busy thinking about ourselves. Yeah. That we just don't even notice. So if I came up to you and was like, hey, Nate, can I cut you in line to make copies? And you had copies you needed to make, you would probably say, yeah, just give me a second. And you would finish what you were doing, and then you would let me through. No, but if I came up and said, can I make copies? Cause I got to run real fast. I got to be at this meeting in five minutes. And you didn't have to rush. You'd be like, yeah, she could. That's fine. Yeah, you can cut me. This happens everywhere. On the bus when you're waiting in line at Starbucks. Like, if somebody comes up and gives you a real reason that they need to interrupt you, you have a better chance of being like, absolutely. Yeah, that's fine.

[Nate]

Wow. Because now I'm like, everywhere. I'm going to go. Bet we were. Before we hopped on air, we were looking at all the headlines that chat just wrote for me. G. Write all of these with a because in the middle of it. And then finish the sentence.

[Sarah]

That would be so fascinating to see what you Did. So if you guys don't know on my Twitter, go follow me at Sarah Lavender. I have all kinds of just random stuff that I post on there that are all about these studies that they're finding around things that will help people convert. But today I posted one of prompts, just free prompts. Here, take these prompts. Go generate headlines. Go make millions. You're welcome. So Nate did this, and the headlines that you came up with were amazing. And now I. I want to see if we can add.

[Nate]

I'm so annoyed. I spent the morning writing new ad copy, and not once did I type the word because. And I'm like, I have to do that all over again.

[Sarah]

Oh, no. Did you use the. The rule of three? We have an episode on why you should always repeat things.

[Nate]

Oh, yeah. I launched new ads to today.

[Sarah]

Okay.

[Nate]

That are Valentine's Day focused with. He's worth it. He's worth it. He's worth it three times.

[Sarah]

I can't wait to see how this perform. We still need to do our, like, original Graham 2024 recap of all the psychology tactics that you used and outcome was. But I know that it's going to take some lift because you have to go through and, like, look at all the metrics.

[Nate]

I'll prep for it. We can do it next week. So, like, four episodes from now, listeners.

[Sarah]

Okay, Prep. Listeners. You heard it here first. Nate's gonna do it. Hopefully. As long as nobody gets sick or like, we'll see. We're not, you know, us on this show.

[Nate]

Or 12 episodes from now.

[Sarah]

We'll see. Whenever it happens, it happens. So, okay, so this word, because, like, like I said, reciprocity is interesting because it's coming into play. But I find this fascinating that she was basically, she was very kind and she asked a request that wasn't, like, mean or anything just by adding some sort of a reason for it. That's. That's what made people be like, yeah, absolutely. So how do you take this into marketing, into, like, paid advertising? In particular? You can use Nate's suggestion of just, like, get this for him because you care or because he's, you know, you're rock. Or because he's this person. But you can also use this for holidays. So it'd be interesting because it's Valentine's Day. That might be interesting to just run like, a random. They already know it.

[Nate]

Well, do you know what's so interesting? This is already how I think a lot of consumers, I. I do it for sure how we justify our purchases to ourselves. After the fact, anyway.

[Sarah]

Oh, I would agree with that. Yeah.

[Nate]

I bought four candy bars at the gas station last night because I'm stressed.

[Sarah]

Were they Snickers?

[Nate]

One of them was.

[Sarah]

Did they have payday? I can't find paydays anywhere right now. And it's.

[Nate]

Oh, no, we have them here. Do you want me to get some and ship them?

[Sarah]

I need. Yes, I need, like, a box of Paydays.

[Nate]

All right, cool. We'll do.

[Sarah]

Okay. Anyways, I digress.

[Nate]

But, like, I think, like, I hit justification. I hit a milestone in the last year or so and bought myself something I'd wanted for a while, something I would never spend money on. It's a very expensive custom cowboy hat.

[Sarah]

Oh. I was like, was it Legos I was gonna get?

[Nate]

No, those. I don't need a reason for. But the. The hat was like, I hit a milestone. So I bought this, like, because I achieved a goal. I'm gonna buy this super expensive thing that I'm gonna wear six times.

[Sarah]

Okay. But I just did the same thing. That's the reason I got my Breitling.

[Nate]

Yeah.

[Sarah]

Because I was like, I'm hitting milestones. Like, I need something to commemorate. Yeah.

[Nate]

Yeah. So this is one of those things. Hate. Hate. That you shouted out another watch company, by the way, Scotty, bleep that out. Bleep that out.

[Sarah]

Sarah did not just say.

[Nate]

But, like, it's already how customers justify purchases to themselves. So just do it for them. Like, it'll just eliminate that. That step. And I wonder, with our Valentine's Day copy, it's like, show your man he's worth every second with a gift as unique and stored as he is.

[Sarah]

Yeah.

[Nate]

Because it's Valentine's Day.

[Sarah]

Because you love him. Yeah.

[Nate]

Like, because you want to show him.

[Sarah]

Yeah. Or because it's time. Because it's time to show him. You've been waiting for a reason to show him, because now it's time. So there's so many ways that you could use this, because thing I want to see if, like, you could use it for CTAs. I'm trying to think of buttons that you could do.

[Nate]

Would you ever do it more brand focused than customer focused? So, like, would you ever, ever be, like, buy a watch from us because we plant a tree for every purchase and give back to these veterans charities? Or you think, keep it all about the good customer so that.

[Sarah]

Okay, so this is what I was trying to figure out through the study that, like, Harvard Ellen Langer did. Right. So as I was going through and, like, Looking at the reasons that she gave. Because I'm in a rush, because I have to make copies. This is very indicative of. There was an actual, like, like, urgency to it. It wasn't just, like, flippant, because I'm a person that needs copies. Well, I guess, I mean, version two.

[Nate]

Second one was right.

[Sarah]

Yeah. So. So version three was I have to. Because I have to make copies. It was a very ancillary. Like, I need to make copies of that. Why would the people in line not go, so do I. Wait a minute.

[Nate]

That's why we're all here.

[Sarah]

Fascinating stuff. So I would test it. I, I, I don't know. My initial gut reaction is I think that the request or the reason. Right. That's behind the because probably needs to be something that sounds some sort of urgent or possibly very emotionally, like, intense. So I like the tree.

[Nate]

Valentine's Day.

[Sarah]

Yeah.

[Nate]

Because it's. Because it's time. Because it's long overdue.

[Sarah]

Yeah.

[Nate]

I want to see working so hard lately.

[Sarah]

But like this. Okay, so I've. You've seen these ads where they're like, we're going out of business. Right. So some of these, some brands, I don't like this, but they'll run fake going out of business ads for like, yeah, haitcha. Yeah.

[Nate]

Hate you.

[Sarah]

Those brands don't do that. But this, I'm issuing the same concept.

[Nate]

Just so you know, 20, 25. I'm issuing things called hate you, bro. I'm issuing those brands that hate you, bro.

[Sarah]

Is it an award? It's like a little award, like a Haitian. You get the hate.

[Nate]

H A, H A, T, E, C, H, A. Oh, my God. Hate you, bro. That's the first one.

[Sarah]

I like this idea. I mean, I think that the shout out to, to. Oh, my God, my brain is, like, stopping. To my lovely friend at Hexclad. Joanna, I need to pull up what she sent me. She sent me a little cup that. Oh, my God, I need to go get it. It's a little mug that literally says, look at you being a psychologist. And it's the best cup I've ever seen. And I just want to, like, slowly bring it up into frame. Anyways, she does awards just like this. She has the golden Turd award where it's like, you came up with an idea that was not great.

[Nate]

Oh, I like that.

[Sarah]

Golden Turd. This is similar to that.

[Nate]

I want to get her on my podcast.

[Sarah]

You should. She's brilliant. Oh, Joanna.

[Nate]

Your episode with her, I mean, it's a, it's among My least favorite episodes because I wasn't on it. But out of all of the episodes that I'm not on, that's the best one for sure.

[Sarah]

She crushes it like her team leveling. So. Okay, we got to end this episode for Scotty. Okay. Anyways, back to what we're talking about. So. Yes, because. Test it. Because the reason I brought up the, like, this whole, like, what is it like closing. Going out of business is because I think that's similar to what this is. Buy something from us because we're going out of business. You could also test something that would be really weird. Buy something from us because we're trying to grow a brand. Like support.

[Nate]

Yeah, well, like, that's what I want. Like, because the marketing guy just bought a farm that's expensive because he works.

[Sarah]

You could run that in your email and I think people would find it hilarious. I think they. Because they love Marketer Nate.

[Nate]

Yeah.

[Sarah]

Like you've. You've made that kind of a trope inside the brand. I think they would find that so.

[Nate]

Well, so do you know what's so funny? We do this once a year in email and it's coming up tomorrow, so.

[Sarah]

Okay.

[Nate]

Every year in January. Yes, we. I can't believe I'm like thinking about this now. And it's the time where it happens. Our founders birthdays are two days apart. So one of them. Oh, shit. Was one of their birthdays today. And I haven't said anything yet.

[Sarah]

You better get that slack.

[Nate]

Go, go, go. That's what the email is. So the email. Let me pull it out. Let me check the calendar. Okay, so Ryan's birthday is tomorrow, Andrew's is Monday. So he goes. Birthday. No, birthday, birthday. We send an email on the middle day from marketer Nate that says like, hey guys, I messed up. It's both my boss's birthdays this week. Ryan's with his yesterday's. Andrews was tomorrow. I forgot to get him anything. So can you support them by buying a watch from us today? Because it's their.

[Sarah]

I mean, because it's their birthday and.

[Nate]

It'S crushed two years in a row. Because it's their birthday and because I want to keep my job and it crushes because.

[Sarah]

Too full. Because. Yes. Can I make copies? Because I need to make copies and can I make copies because I'm in a rush. Same thing you guys are doing. Can you buy a watch because there's a birthday and because I really need to keep this job.

[Nate]

Yeah.

[Sarah]

Hey, I don't even need to prove anything. I Just need to have Nate on the show.

[Nate]

I can't believe we're talking about this. And I have one use case of this that we do once a year.

[Sarah]

And you already do it. This is what I love though. Like you do a lot of psychology based stuff you that you don't even.

[Nate]

Know that you do Gut driven brands, you know?

[Sarah]

Yeah. Hey, hey. Some people are talented, okay? So go people today. Go use the word because testing your ads, test down your landers, go test in your email. Who knows? You're probably going to see a lot of lip from.

[Nate]

Where can people guys go buy a watch from Original Brain because I just spent a thousand dollars on a cowboy.

[Sarah]

Hat, so I really need to make that money back. Ah. Because where, where can people find you if they want?

[Nate]

You can follow me at Nate Legos on Twitter or listen to the Tactical and practical podcast because it provides actionable, actionable insights every week from a guy who's in the weeds of growing a big brand. So.

[Sarah]

Hey, yo. Okay. If you want to.

[Nate]

I'm never going to stop saying because.

[Sarah]

You'Re going to say it all the time now.

[Nate]

My wife's going to hate this because, hey, here's where I think we should go to dinner tonight because I've been working really hard and that's what I'm craving right now.

[Sarah]

Okay. But if you notice, kids do this all the time. My kids are constantly, mom, we need to go to raising canes for lunch because I'm hungry.

[Nate]

Nice.

[Sarah]

I'm like. And like we have food in the house. And they're like, no, because, though, because.

[Nate]

Because I'm hungry, though.

[Sarah]

Because I'm hungry. Oh, God. Okay, this is a great episode. Go follow me at Sarah Levenger everywhere you consume content, please go check out Tether Insights because that's basically the only place in the DTC industry that you can get market research done for your particular brand. You're going to cover all these really weird psychology things that happen to humans and you'll know where to go so you can spend less to profit more. How's that?

[Nate]

That's a good tagline.

[Sarah]

Thank you. That's actually on my website. Chat made that for me. Thank you, Chat. Thanks Chat for that.

[Nate]

The Brain Driven Brands podcast is part of the Learn and Laugh series on the Quickfire Podcast Network.