This 2013 Discovery Explains Why Your Ads Won't Convert

We unpack a wild 2013 study by economist M. Keith Chen: proof that the language you speak completely rewires how you save, spend, exercise, plan, and even respond to marketing. Germans retire with more wealth, smoke less, and make healthier choices… not because they're more disciplined, but because their grammar collapses the future into the present.

English pushes actions into "later."

German makes the future feel like right now. On this episode of Brain Driven Brands, we break down how your phrasing might be creating psychological distance without you realizing it ("you will feel better tomorrow") and how a simple tense shift ("your future self thanks you") can snap people into action instantly.

We riff on examples, rewrite real campaigns in real time, and even end with a mini-rant about why AI struggles with time itself. If you sell anything to English speakers, this is a masterclass in linguistic persuasion. Tune in. Your future self… thanks you.

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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