A magician's take on message testing and marketing clarity

Insights Unlocked

Episode web page: http://bit.ly/472L2m0

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What do magicians and marketers have in common? A lot more than you think. In this episode of Insights Unlocked, Nathan Isaacs chats with Jimi Gibson, Vice President of Brand Communication at Thrive Agency, to explore how lessons from the stage can radically transform how brands communicate and connect with customers.

Jimi, a former professional magician turned messaging strategist, shares how the principles of illusion, empathy, and storytelling apply directly to customer experience design. Drawing from decades of experience—both on stage and in the boardroom—Jimi introduces his “magic script” framework, which walks brands through three emotional cues: connection, curiosity, and conversion.

You’ll hear how brands can shift from “me-first” messaging to customer-centered narratives that actually resonate. Jimi also discusses why clarity beats cleverness, how to test messaging in the wild, and the powerful impact of customer feedback on creative strategy. From landing page makeovers to understanding the psychology of engagement, this episode is packed with insights you can act on right away.

What you'll learn in this episode:

• Why great marketing is more like great theater than you’d think

• How the “magic script” uses brain chemistry to build deeper customer connection

• Why empathy, clarity, and insight should be the foundation of all messaging

• The power of message testing—before you go live

• Real-world examples of emotional storytelling in action

Resources & Links:

• Jimi Gibson on LinkedIn https://www.linkedin.com/in/jimi-gibson/

• Thrive Agency https://thriveagency.com/

• Storynomics by Robert McKee

• Unreasonable Hospitality by Will Guidara

• Nathan Isaacs on LinkedIn (https://www.linkedin.com/in/nathanisaacs/)

• Learn more about Insights Unlocked: https://www.usertesting.com/podcast