Brain Driven Brands: Episode Summary

Title: Want to Boost CVR by 5X? Don’t Test Hooks…JUST DO THIS!
Host/Author: Sarah Levinger
Release Date: July 22, 2025

In this engaging episode of Brain Driven Brands, host Sarah Levinger and guest Nate Lagos delve into advanced neuromarketing strategies that can exponentially increase conversion rates (CVR) for e-commerce brands. Centered around the provocative claim that a specific marketing tactic can boost CVR by over five times, the conversation explores the intersection of branding, psychology, and design aesthetics to captivate consumers and drive sales.

1. Setting the Stage: Introduction and Personal Anecdotes

The episode kicks off with light-hearted banter between Sarah and Nate, highlighting the importance of personal connections and authenticity in branding. Sarah expresses concern over Nate’s reduced social media presence, prompting Nate to explain his focus on behind-the-scenes work and podcast development.

Notable Quote:
Sarah [00:48]: "I just want to hear that you're doing okay. I'm checking. Checking on all my friends."

2. The Core Strategy: Handwritten Fonts to Boost CVR

The main focus of the episode centers on a compelling marketing tactic backed by neuroscience research: the use of handwritten fonts in advertising for hedonic products.

a. Understanding the Tactic

Sarah introduces the concept by referencing a study from "Science Says" (courtesy of Thomas McKinley), which reveals that consumers are 5.3 times more likely to purchase hedonic products—items meant purely for enjoyment—when paired with handwritten fonts. She contrasts this with utilitarian products, where system fonts perform better.

Notable Quote:
Sarah [06:06]: "Customers are 5.3 times more likely to buy hedonic products if they're paired with handwritten fonts."

b. Practical Application at OG

Nate shares how his company, OG, has begun experimenting with handwritten fonts in their advertising as part of a broader initiative to diversify visual creatives. By collaborating with external photographers and challenging the internal design team to break free from standardized styles, they've observed significant changes in brand perception and engagement.

Notable Quote:
Nate [08:37]: "Just one piece of script font had an impact, making ads feel so different."

c. Results and Observations

Implementing handwritten fonts has not only refreshed OG’s ad aesthetic but also successfully attracted a new segment of female buyers—an unexpected yet welcome outcome. The shift underscores the profound effect that seemingly minor design changes can have on consumer behavior.

Notable Quote:
Nate [10:54]: "It's getting female gift buyers right now, typically at a time where females don't have a big reason to shop."

3. Branding with Personality: Beyond Traditional Strategies

Transitioning from specific tactics to broader branding principles, Sarah and Nate discuss the importance of infusing personality into a brand. They argue that a brand should embody human-like traits, adapting its "personality" based on context while maintaining core values.

a. Consistency vs. Creative Diversity

Nate emphasizes the delicate balance between maintaining a consistent brand image and experimenting with creative diversity. While OG has thrived on consistency, recent efforts to introduce varied design elements like handwritten fonts have opened new avenues for engagement without diluting the brand’s essence.

Notable Quote:
Nate [14:13]: "We've been writing messages constantly, all with the same feelings behind them."

b. Building Brand Personality

Sarah highlights the challenge many brands face in defining and conveying their personality. She suggests that brands should treat their identity as a human, adaptable to different environments yet recognizable in their core traits.

Notable Quote:
Sarah [17:04]: "Build a personality for your business. If you don't know the personality, go find somebody in your life who feels like the brand you want to build."

4. Practical Tips for Building a Brand Personality

Drawing from their discussion, Sarah and Nate offer actionable advice for brands looking to cultivate a distinct personality:

• Identify the Right Influences: Find individuals or personalities that embody the brand’s desired traits and use them as a reference point.
• Consistency in Messaging: Maintain a unified tone and style across all communications to reinforce the brand’s identity.
• Adaptability in Presentation: Allow flexibility in design and messaging to cater to different contexts without compromising the brand’s core personality.
• Utilize Sensory Elements: Incorporate tactile elements like wood, leather, or specific textures to enhance the brand’s sensory appeal, particularly for hedonic products.

Notable Quote:
Sarah [23:40]: "And if you don't know the personality, go find somebody in your life who feels like the brand you want to build."

5. Looking Ahead: Future Projects and Innovations

As the episode nears its conclusion, Nate hints at upcoming developments within OG, including the launch of new watch designs and an expanded podcast format featuring guest segments. This forward-looking perspective underscores the continuous evolution required to maintain and grow a brand in a dynamic market.

Notable Quote:
Nate [25:45]: "I'm gonna do guests... It will be interesting to see where that goes."

Conclusion

This episode of Brain Driven Brands offers valuable insights into leveraging subtle design elements—like handwritten fonts—to significantly enhance conversion rates for hedonic products. Beyond specific tactics, the conversation underscores the importance of building a flexible, personality-driven brand that resonates deeply with consumers. Whether you're an established e-commerce player or a budding entrepreneur, Sarah and Nate's discussion provides actionable strategies to refine your brand's psychological impact and drive substantial growth.

Where to Follow and Learn More:

• Nate Lagos on Twitter: @NateLagos
• OG Podcast: Stay tuned for upcoming episodes featuring in-depth copywriting insights and guest segments.
• Tether Insights: Visit tetherinsights.io for more resources on customer psychology, identity, and behavior studies to enhance your product-market fit and advertising effectiveness.

Join the Community:
Explore detailed analyses and join discussions at tetherinsights.io/lab to deepen your understanding of consumer emotions and behavioral trends.

This episode is part of the Learn and Laugh series on the Quickfire Podcast network and is presented by Tether Insights.