Brain Driven Brands Podcast: Episode Summary

Title: Want to 3X Your CTR? Don’t Test Hooks…Just Do This
Host: Sarah Levinger
Release Date: November 26, 2024

In this engaging episode of Brain Driven Brands, host Sarah Levinger and co-host Nate Lagos delve into a compelling neuromarketing tactic that promises to significantly boost click-through rates (CTR) and purchase intent for e-commerce brands. The conversation is both insightful and entertaining, providing listeners with actionable strategies grounded in psychological research.

1. Introduction to the Marketing Tactic [01:25 - 03:02]

Sarah Levinger opens the discussion by presenting a fascinating study that reveals how a subtle change in formatting can lead to remarkable increases in marketing performance. She poses a challenge to Nate, teasing him about guessing the specific tactic that can triple CTR and raise purchase intent by 31%.

Sarah Levinger [01:25]: "This particular psychology tactic increases clicks by 3x. What is the specific thing that they are changing to do this?"

Nate takes a few guesses, suggesting elements like email subject lines and formatting changes. The conversation sets the stage for unveiling the tactic: the strategic use of italics in marketing materials.

2. Unveiling the Power of Italics [03:02 - 08:18]

Sarah reveals that the tactic revolves around italicizing text, specifically using a pronounced slant of up to 35 degrees. This form of "extreme italics" diverges from the standard 12 to 16-degree italics commonly seen in most fonts.

Sarah Levinger [03:39]: "Okay. Italics. Using italics can increase clicks by 3x and increase purchase intent by 31% using italics."

Nate expresses skepticism, questioning how such a minor change could have a substantial impact. Sarah explains that this effect is rooted in psychological responses; the steep slant of the italics implies forward movement, subconsciously nudging consumers towards taking action.

Sarah Levinger [07:01]: "According to Thomas's research, these italicized fonts, when they slant so much to the right, it's implying kind of forward movement. So psychologically, the font is basically leading you to the next logical step of whatever they're trying to tell you it is."

This section emphasizes the importance of understanding subtle psychological triggers in consumer behavior and how typography can influence decision-making processes.

3. Psychological Mechanisms Behind Italics [08:04 - 09:36]

Sarah delves deeper into the psychological underpinnings of why extreme italics are effective. The pronounced slant is interpreted by the brain as a signal for progression and forward movement, which in turn can increase engagement and the likelihood of making a purchase.

Sarah Levinger [08:12]: "Like reaching the fonts for it."

Nate compares this effect to how drivers follow the lines on the road, highlighting how the brain often follows visual cues without conscious awareness.

Nate Lagos [08:43]: "Similarly, in cars where you're just following the line of cars, what if the car in front of you is going the wrong way and everybody in the line is just following?"

This analogy underscores the powerful subconscious influences that design elements can have on consumer behavior.

4. Practical Applications and Real-World Examples [09:36 - 12:04]

The hosts discuss how to implement this tactic across various marketing platforms. Sarah cites an Old Navy ad as an example where italicized text was used effectively without appearing overtly slanted.

Sarah Levinger [09:53]: "The ads that they're referencing here is this Old Navy ad... all of the text on here, with the exception of this 'shop sale' at the bottom, all of it is this italicized kind of font."

Nate humorously contemplates overhauling his own email subject lines with extreme italics to test the strategy's efficacy.

Nate Lagos [10:47]: "I'm about to send the most unhinged email to my Flavio rep and be like, hey, I need to write subject lines in italics. Specifically at 35 degrees."

Sarah encourages listeners to experiment with italics in their own marketing materials, emphasizing the potential for significant improvements in engagement and sales.

Sarah Levinger [11:10]: "If you can actually increase clicks by 3x and increase purchase intent by 31% just by changing it to italicized font. Why not?"

5. Encouraging Listener Engagement and Testing [12:04 - 13:13]

To foster community involvement and validate the tactic's effectiveness, Sarah and Nate assign "homework" to their listeners. They urge e-commerce marketers to take their best-performing static ads and apply extreme italics to headlines and copy, then share the results.

Nate Lagos [11:44]: "Go take one or two or three of your best performing static ads. Italicize the headlines and copy on them, and we'll all run them together. Yeah, let's do it. Tweet it at us when you post them."

This call to action not only reinforces the practical application of the discussed tactic but also promotes collaborative learning and sharing of results within the community.

6. Conclusion and Teasers for Future Content [13:13 - End]

The episode wraps up with a brief mention of upcoming content and an invitation for listeners to engage further by reviewing the podcast and following the hosts on social media. Sarah hints at dedicating a future episode to her business, Tether Consumer Insights, which leverages consumer psychology to aid e-commerce brands.

Sarah Levinger [13:17]: "I need to do a whole episode on what I'm building over at Tether Consumer Insights."

Overall, the episode offers a blend of scientific research, practical marketing advice, and engaging dialogue, making it a valuable resource for e-commerce brands looking to enhance their CTR and sales through subtle yet powerful psychological tactics.

Key Takeaways:

1. Extreme Italics as a Marketing Tool: Utilizing italics with a pronounced slant (up to 35 degrees) can triple click-through rates and increase purchase intent by 31%.

2. Psychological Impact: The slant implies forward movement, subtly guiding consumers towards taking action without altering the core message or offer.

3. Practical Implementation: Brands can apply this tactic across various platforms, including email subject lines, ads, and website copy, to test its effectiveness.

4. Community Testing: Encouraging marketers to experiment with extreme italics and share their results fosters a collaborative environment for validating the tactic.

5. Future Insights: Listeners can anticipate deeper dives into consumer psychology and practical strategies in upcoming episodes.

By leveraging such nuanced design elements, e-commerce brands can tap into subconscious triggers that drive consumer behavior, ultimately leading to increased engagement and sales.