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.

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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