Brain Driven Brands

• The Weird Psychology Tactic That's Boosting Conversions by 149%

  Today's episode cracks open one of the most unintuitive persuasion effects hiding in plain sight: customers are 149% more likely to say yes to an offer… when it's presented as something that wasn't meant for them. Sarah and Nate break down the original Journal of Marketing Research study (2013), walk through real examples from DTC, SaaS, and Nate's own infamous bar-tab email campaign, and show how brands accidentally stumble into this effect all the time. We explore: • why "this isn't usually for you, but…" is irresistible to new customers • how pro-level products trigger aspiration psychology • the difference between unintentional offers vs. unlock offers • how TetherOS and Adapt could test this framing immediately • why this fits under the broader umbrella of "pre-purchase surprise & delight" If you've ever run a "we weren't supposed to do this but…" promo (or fallen for one) this episode makes the science obvious…and profitable. 👉 Join my community: skool.com/tether-lab CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg  

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• The 3 Forces Behind Every High-Performing Campaign in 2026

  Marketers love to argue about tactics: structures, caps, creatives, bids, funnels. But the data from this year paints a different picture: every winning campaign in 2026 will be powered by the same three forces… and almost nobody is preparing for them. In this episode, we pull together the most revealing moments from the show; the ones where emotions spike, buying behavior becomes predictable, and the old rules of persuasion fall apart. You'll hear how valence and intensity shape conversions, why WHEN someone sees an ad matters more than WHO they are, and how abstract language can increase willingness-to-pay by 35% without changing the product. If you want your 2026 campaigns to scale instead of stall, these are the forces you need to master emotion, timing, and framing. Everything else is noise. Sarah Makes Nate Cry Episode: https://open.spotify.com/episode/2cVZ3nIE8YUMAlO6Qm0NFN?si=8_gGsWQbR4i7cDvMBfID6A Get People to Pay 35% More Episode: https://open.spotify.com/episode/5iBY6204hJvT69ejFS3MeI?si=HHKyRErhTkuvPU11fCuQhQ Marketers...Think About WHEN Episode: https://open.spotify.com/episode/5yTuYTNUDsGS3obpsiCOr2?si=EY9qh43JRNa3q6BjQ6Kx7g 👉 Join my community: skool.com/tether-lab CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg  

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• The Invisible Enemy Strategy: Why Systems Marketing Will Dominate 2026

  In this episode, we dig up the wild (but true) story of Borax — yes, Borax — and how a forgotten cleaning brand quietly rewired consumer psychology long before Meta ads, hooks, or CTR dashboards existed. What they did was shockingly simple: they stopped selling "soap vs. better soap," and started selling a system their product could sell itself in… while naming an enemy you couldn't see but desperately wanted to defeat. This one hits everything marketers secretly crave: • How to pick a real psychological villain (not your competitor) • Why "incomplete solutions" convert better than "new solutions" • The hidden power of systems-based marketing • How this translates directly to watches, wellness, supplements, luxury, and your brand right now By the end, you'll rethink your product, your positioning, and maybe your entire funnel. The Orange is a Lie Episode: https://podcasts.apple.com/us/podcast/brain-driven-brands/id1752169629?i=1000702690496 👉 Join my community: skool.com/tether-lab CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

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• BFCM Week Survival Episode: Anxiety, Pressure, and the Real Talk Operators Need

  On this episode of Brain Driven Brands, Sarah and Nate dig into what actually helps most during BFCM week: simplifying your work, limiting decisions, touching grass (literally), planning something fun, rewarding yourself for non-revenue wins, and keeping alcohol out of the mix until the storm passes. It's the conversation everyone in DTC needs during the wildest season of the year and the reminder that none of us are doing this alone. 👉 Join my community: skool.com/tether-lab CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg

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• Consumers Got Weird This Year: 5 Truths Marketers Aren't Ready For

  This week on Brain Driven Brands, Sarah and Nate crack open 25 Core Identity Maps (CIMs) collected across nearly every category — supplements, apparel, home goods, tech, sleep, skincare — and uncover the five global consumer behaviors defining 2026. These aren't the usual "people want convenience and trust" surface takes. They're weird, psychologically sideways, deeply human patterns emerging across thousands of responses… the kind of stuff your attribution dashboard will never show you. Inside the episode, they break down: Why customers want the feeling of improvement, not the reality of change Why up to 70% of buyers choose identity alignment over product performance Why emotional safety now beats price, logic, or urgency How shoppers are making decisions through emotional math, not rational math And the wildest finding: customers are humanizing objects that reduce stress—naming them, personifying them, treating them like sidekicks Along the way, Nate confesses the uncomfortable self-truth the research exposed in his buying habits, Sarah explains why most marketing overestimates aspiration and underestimates avoidance, and both of them dig into why belonging is quietly becoming the dominant motivator in nearly every market. If you want to understand how real people actually think before they buy — not how marketers wish they thought — this episode is a masterclass in modern consumer psychology wrapped in friendly self-roasting. Perfect for founders, operators, and anyone who suspects their customers are running way deeper scripts under the surface than their spreadsheet can explain. Plus: A live breakdown of how brands should adapt their messaging sequencing to match these psychological shifts — and why one wrong emotional signal can kick you out of a buyer's world instantly. 👉 Join my community: skool.com/tether-lab CoHost: Nate Lagos Twitter: https://x.com/natelagosLinkedIn: https://www.linkedin.com/in/natelagos/ Tactical and Practical Podcast: https://podcasts.apple.com/us/podcast/tactical-practical/id1752915534 CoHost: Sarah Levinger Learn more at: https://www.tetherinsights.io/ Twitter: https://x.com/SarahLevingerLinkedin: https://www.linkedin.com/in/sarahlevinger/ Instagram: https://www.instagram.com/sarah.levinger/ Watch me on YouTube: https://www.youtube.com/channel/UCKwfjt_7PU5N_2fTfHemXXg  

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