PART 2 Can Sarah Craft an Ad That Converts in Real Time?

Summary

Brain Driven Brands: Episode Summary - PART 2 Can Sarah Craft an Ad That Converts in Real Time?

Release Date: January 23, 2025

In the second installment of Brain Driven Brands, host Sarah Levenger delves deeper into the application of advanced neuromarketing strategies by undertaking the challenge of crafting an effective advertisement in real time. This episode builds upon the foundation laid in Part One, where Sarah introduced the premise of creating a compelling ad tailored to resonate with a specific consumer profile. Joining her in this endeavor is her husband, Casey Levenger, who serves as the representative consumer to test the efficacy of the ad crafted using psychological tactics aimed at boosting engagement and conversions.

Setting the Stage: Continuation from Part One

The episode kicks off with producer Scotty providing a seamless transition from the previous episode, emphasizing the continuity of the challenge. He states:

"[00:04] Scotty: ...this is part two of Sarah Levenger creating an ad in real time to see if her husband, consumer Casey will actually convert based upon the questions she has asked and how she's built the identity..."

Sarah picks up precisely where Part One left off, introducing the set of headlines she has formulated for the ad. The focus is on selecting a headline that not only grabs attention but also aligns with the consumer's psychological triggers.

Headline Selection: Balancing Creativity and Consumer Appeal

Sarah presents a series of creative headlines designed to encapsulate the essence of the product, Cocoa Press, a 3D printer that specializes in printing chocolate. The headlines include:

• "Ideas Melt into Sweet Genius"
• "Turning Brainstorms into Bon Bons"
• "From Concept to Cocoa in Minutes"
• "Print Dreams, Devour Desserts"
• "Invention Never Tasted So Good"
• "Where Innovation Meets Indulgence"
• "Making Chocolate One Idea at a Time"
• "Edible Blueprints for Sweet Success"

Upon reviewing the options, Casey selects:

"[01:35] Casey Levenger: ...5 from Concepticoco in minutes. Oh yeah."

Sarah expresses a mix of apprehension and enthusiasm upon Casey’s selection:

"[01:35] Sarah Levenger: That's the one you picked?"

Real-Time Ad Creation: Navigating Challenges and Insights

With the headline chosen, Sarah attempts to design a static ad on the spot, aiming to effectively communicate the innovative nature of Cocoa Press. She acknowledges the constraints of time and the initial shortcomings of the ad’s quality:

"[01:41] Sarah Levenger: Oh my God. Okay, well crap. I'm not done designing the ad though. Shoot. Okay, okay. Now I wish we would have shown you the ad before we would have done that. Okay, so the ad that I am generating is not good..."

Despite the imperfect execution, Sarah highlights key elements that align with neuromarketing principles, such as the juxtaposition of chocolate with a 3D printer to create a novel and intriguing visual appeal. She remarks:

"[01:42] Sarah Levenger: ...the chocolate I think that is the most important piece of this particular ad. Just because like you don't put chocolate next to a 3D printer."

Casey's Feedback: Evaluating the Ad’s Effectiveness

Casey provides constructive feedback, appreciating the concept's direction and suggesting enhancements to better capture consumer interest. He proposes a more structured visual narrative:

"[04:06] Casey Levenger: I would create. Okay, so what I would create is like, okay, on the left hand side I have like a CAD model of a rocket... And then I'd have like an arrow and a 3D printer and then an arrow and then the thing made out of chocolate."

Sarah acknowledges Casey’s input, recognizing the merit in his approach:

"[04:40] Sarah Levenger: Oh, okay. That's an interesting idea."

Refining the Ad: Incorporating Consumer Insights

The discussion evolves into a collaborative effort to refine the ad, integrating Casey’s suggestions to enhance clarity and appeal. Sarah emphasizes the importance of understanding the consumer’s needs and desires, stating:

"[05:48] Sarah Levenger: ...this hits, like, all the things that we just discovered about Casey, his need for convenience. Like, he really, really values interesting, innovative products."

Consumer Decision-Making: Barriers to Conversion

Casey articulates obstacles that might hinder his decision to purchase Cocoa Press, focusing on the necessity and affordability of the product:

"[06:03] Casey Levenger: ...the Cocoa press is like $2,000, right? So, like, me to just, like, print, you know, little tiny Pokemon for my kids to eat..."

"[06:23] Casey Levenger: ...if it was like $300, then I'd be like, that. That's an... that's a low enough price point that I could say I could justify..."

Sarah recognizes the critical role of pricing and perceived need in the consumer’s conversion journey:

"[06:23] Sarah Levenger: ...that's the toughest part..."

Concluding Insights: The Power of Real-Time Ad Creation

As the episode wraps up, Sarah reflects on the exercise's value, highlighting the significance of real-time ad creation informed by deep consumer insights. She underscores the potential for scalability through Consumer Insights at tetherinsights.io, aiming to enhance ad effectiveness across various industries by understanding emotional, identity, generational, seasonal, and cultural drivers behind purchasing decisions.

"[07:48] Sarah Levenger: ...we are doing basically what I just did for Casey, but at large scale in real time for every industry that we can think of."

Takeaways and Applications

• Neuromarketing in Action: The episode showcases practical application of neuromarketing strategies, emphasizing the importance of aligning ad elements with consumer psychology.

• Consumer-Centric Design: By involving Casey as a representative consumer, Sarah demonstrates the value of tailoring advertisements to meet specific consumer needs and preferences.

• Iterative Improvement: The collaborative process between Sarah and Casey illustrates the iterative nature of effective ad creation, where feedback and adjustments lead to more compelling and conversion-oriented advertisements.

• Pricing Strategy: Casey’s input highlights the critical impact of pricing on consumer decisions, reminding marketers to consider affordability and perceived value when positioning products.

Notable Quotes

• "Ideas Melt into Sweet Genius" – Sarah Levenger ([01:12])

• "From concept to Cocoa in minutes, print dreams, devour desserts." – Sarah Levenger ([01:35])

• "I would create... on the left hand side I have like a CAD model of a rocket." – Casey Levenger ([04:06])

• "If it was like $300, then I'd be like, that's a low enough price point that I could say I could justify." – Casey Levenger ([06:23])

Connect with the Hosts

Listeners can follow Sarah Levenger on various social platforms to stay updated with her insights on neuromarketing and e-commerce strategies. Casey is available on Instagram under the handle @CaseyLevinger.

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Brain Driven Brands continues to empower e-commerce brands by unraveling the psychological tactics employed by some of the world’s most successful brands. By blending real-time challenges with expert analysis, Sarah Levenger provides actionable strategies to help businesses cut costs, boost sales, and captivate audiences through brain-driven marketing.

Transcript

[Casey Levenger]

Foreign.

[Scotty]

Welcome to Brain Driven Brands. This is producer Scotty. I'm starting the show today because this is part two from part one. If you didn't catch last episode, go hit that right now. Go, go check that out because this is part two of Sarah Levenger creating an ad in real time to see if her husband, consumer Casey will actually convert based upon the questions she has asked and how she's built the identity, the where, the how, the when, all the cool stuff she does. So we're going to pick it up here. If you haven't, go back and listen to the previous episode because you lay the groundwork. And we're going to pick it up right here where Sarah has created the headlines. She's just about to go reveal and create the static ad with Casey and we'll see. Can he do it? Can she do it right now? Brain Driven Brands. Here's Sarah Levenger right now.

[Sarah Levenger]

Here we go. So these are the headlines that it came up with. I know which one I'm going to pick. I'm nervous now that I don't think it's the one that you're going to pick. So some of the ideas melt ideas into sweet genius. Think it pretty.

[Casey Levenger]

Okay. I think I know what this product is, by the way.

[Sarah Levenger]

You do? Okay. Your creativity now bite sized. Turning brainstorms into bon bons. That's the funniest thing I've ever heard. From concept to cocoa in minutes. Print dreams, devour desserts. Invention never tasted so good. Where innovation meets indulgence. Making chocolate one idea at a time and edible blueprints for sweet success.

[Casey Levenger]

Okay, 5, 5 from Concepticoco in minutes. Oh yeah.

[Sarah Levenger]

That's the one you picked?

[Casey Levenger]

That's the one I picked.

[Sarah Levenger]

Oh my God. Okay, well crap. I'm not done designing the ad though. Shoot. Okay, okay. Now I wish we would have shown you the ad before we would have done that. Okay, so the ad that I am generating is not good. So don't judge me on the quality on this because I literally had two minutes to make this ad. But here's what I was going to show you, right? So 3D printer, you're going to be pretty like. What's the word? You're going to be sucked in by this just because it's 3D printer and I know you. But it's the chocolate I think that is the most important piece of this particular ad. Just because like you don't put chocolate next to a 3D printer. Right. And some of their images that they had were fascinating. So I was looking at this one. Yeah, you like that? Okay.

[Casey Levenger]

Yeah. The cool thing about Cocoa Press is you can like, you can like make a cool looking piece of chocolate. Like, I'm not going to print a chocolate bar.

[Sarah Levenger]

Yes. Okay. Okay. So that makes me feel a lot better that I'm like sort of on the right track for you. The problem is, like, there's no way to generate this without. I'd have to sit here and like mess with it for a ton. But that's interesting that you were going to get five.

[Casey Levenger]

Okay, Scotty just put in a note that was like. You have to describe what we're talking about. So Cocoa Press is a 3D printer that prints chocolate, right?

[Sarah Levenger]

Yeah.

[Casey Levenger]

So like you can design something in fusion or in CAD and then you know, 30 minutes later have like a tiny little.

[Sarah Levenger]

Yeah.

[Casey Levenger]

Pokemon made out of chocolate that you can eat chocolate.

[Sarah Levenger]

Yeah, it's like these really cool little pieces and they're all kinds of different things that, that people are making with this. Oh, okay. So now again, my problem is I didn't have enough time to generate the full ad because, like, there's some things in here that I would totally use. Like, this is interesting, ugc, because, well, like we talked about before, because I know a lot about your customer type and the fact that you want things that are small that sit next to your desk. This shows how big the product is. It's not that big. Right. It's on top of a table. This particular image is like a tabletop next to a person. The other thing is you can zoom in on the chocolate and actually see the 3D printed lines.

[Casey Levenger]

Yeah.

[Sarah Levenger]

The print lines, which I know for Casey is going to hit really well. Okay, so he got close enough. This was a good, good, good content concept. Sarah just didn't have enough time to execute. This is a horrible ad, but at least it got us close. That was really interesting that you were going to pick five because that's the one that I was gonna pick.

[Casey Levenger]

Okay, can I, can I, can I like tell you what I would do? Like what?

[Sarah Levenger]

Oh my God.

[Casey Levenger]

I would create. Okay, so what I would create is like, okay, on the left hand side I have like a CAD model of a rocket. Okay.

[Sarah Levenger]

And then CAD rocket. Okay, let me see if I can get that.

[Casey Levenger]

Or just a CAD model of anything. Right. It can be a CAD model. Sure. That.

[Sarah Levenger]

Right.

[Casey Levenger]

And then I have the 3D print. And then I'd have like an arrow and a 3D printer and then an arrow and then the thing made out of chocolate.

[Sarah Levenger]

Oh, okay, that's an interesting idea.

[Casey Levenger]

From concept to Cocoa.

[Sarah Levenger]

Oh, you're smart. All right, all right.

[Casey Levenger]

Okay. I know that they have an image of the Eiffel Tower.

[Sarah Levenger]

They do? Where? All right, we're going to have to find this and I'll have to draft it and we can add it, like, somewhere.

[Casey Levenger]

Okay.

[Sarah Levenger]

Because I don't know where it is in here. That's going to take us too long to find. Okay. But that's an interesting concept because again, if we're going to take number five from concept to Coco in minutes, this hits, like, all the things that we just discovered about Casey, his need for convenience. Like, he really, really values interesting, innovative products. He's really into, like, other pieces of creator dumb that we can show in an actual ad pretty easily. I really like your idea. Actually, your idea is better than mine. But in general, we could draft something just within the span of a few minutes. Just getting a little bit of information about who Casey is and what he wants most in life. That's what really the core of this is. But anyways, is there anything else that you want to share that you're like, okay, really? To get me to convert off of this, you would need to do X. Yeah. Y, Z. Can you. As a consumer, I know that, like, that's very.

[Casey Levenger]

I mean, like, like the only thing. The only thing I would say is, like, I'd have to have a need for this, right? Or it would have to be incredibly cheap. Right? Okay. So I don't know how much you know about Cocoa Press, but, like, the Cocoa press is like $2,000, right?

[Sarah Levenger]

Yeah, it's a lot of money for.

[Casey Levenger]

Me to just, like, print, you know, little tiny Pokemon for my kids to eat. Right? So, like, if I had a need for that, I would. It would be an easy conversion. Or if it was like $300, then I'd be like, that. That's an. That's a low enough price point that I could say I could justify, like, what?

[Sarah Levenger]

Interesting. All right, so, and this is the toughest part is now I feel like we need to have you back on after I actually generate something that doesn't look like crap, because this one doesn't look good literally at all. And then we could see if I can draft like three or four different ads for. For you to see which one would convert for Cocoa Press. Because, like, I. I don't know, I. It's really interesting to like, go through the whole process of understanding what you value and then generating an ad in real time based on that, because I feel like this is pretty decent. It's a horrible looking ad, but it touches on everything that's important to you as a consumer. So, ah, where can people find you? I guess if they want to follow Consumer Casey. Casey.

[Casey Levenger]

I think I'm at Casey Levinger on Instagram.

[Sarah Levenger]

Yay, Instagram. We need to get you like a social presence. We should probably work. Okay. If you want to follow me at Sarah Levenger everywhere you can consume content. Yeah. Let us know if you really like these episodes of just having Consumer Casey on and then doing some interesting just like real time work and then. Yes, thank you, producer Scotty. Go check out Consumer Insights over at tetherinsights IO. We are doing basically what I just did for Kasey, but at large scale in real time for every industry that we can think of. Mostly because you can convert a whole lot better once you know why this customer is purchasing what they're purchasing from like an emotional identity, generational, seasonal and cultural standpoint. Once you know all those things, you can build ads that are going to convert a lot better for people like consultants Seymour. Casey, thanks for coming on the show. This was fun.

[Scotty]

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

[Sarah Levenger]

Need a beat, need release, need a laugh.

[Casey Levenger]

Biasing, sit back, fire.