Persuasion by the Pint

Discussing the Art of Persuasion...and Craft Beer

Archives for November 2018

Episode 11: The Easiest ( & Most Powerful ) Ways to Start any Sales Message

persuasion, Podcasts

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On this episode, we’ll be discussing a book that every copywriter, sales professional and marketer should own. It’s called Great Leads: The Six Easiest Ways to Start Any Sales Message by Michael Masterson & John Forde.

Marketing research shows that 80% of an ad’s or sales letter’s success comes from the headline and lead. This book as we’ll share provides a clear, concise guide to writing successful leads.

On this episode, we’ll be diving into this book and examining the crucial aspects to writing powerful, successful leads and show how this process starts long before one word is put on paper.

We’ll also be trying beer we really like – Founders Porter. At 6.5% ABV, this brew pours smooth with a creamy tan head. It’s a full-bodied beer with an aroma that is sweet with strong chocolate and caramel malt presence. Definitely one of the better porters we’ve had the pleasure of drinking.

Episode 10: How to Persuade Through the Art of Storytelling

persuasion, Podcasts, Storytelling

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On this episode we’ll be discussing the art of storytelling. Stories are a powerful part of persuasion. We  often forget that stories are used to convey messages. Jesus often used parables to convey a specific message to his disciples. Every effective story has a hero, or a main character.

We’ll be discussing the most important elements of a good story. We’ll even be discussing movies and the rise of comic book films. Interestingly, we recorded this episode not long after the death of Marvel creator Stan Less. We’ll be discussing how Lee changed the world of comics by creating characters who dealt with everyday struggles. If you like Marvel comics or movies, a recommended book is Marvel Comics: The Untold Story.

Will also be discussing how you can use stories in your own marketing messages to promote your products and services.

Einstok Icelandic Toaster PorterWe’ll be trying a new beer – an Einstok Icelandic Porter, a medium body porter that is robust, with hints of toasted and chocolate malts. Probably not our favorite porter, but they do have some really cool packaging. The Viking on the bottle makes us think of Thor. We’ll leave it to our listeners to decide.

The recommended food pairing for this hearty brew is steak, lamb chops, game and roasts. It is also recommended as a base for sauces and marinades. I’ll definitely be trying it in my steak marinade this coming weekend!

Episode 9: Promises, Claims and Proof – The Key Ingredients of a Well Crafted Sales Presentation

persuasion, Podcasts, Social Proof

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On this episode, we’ll be discussing the topic of claims and proof. Any good sales letter or presentation needs a strong promise backed by solid proof. Sadly, many people neglect backing up their claims when it comes to writing copy or making a sales argument.

On this episode we’ll cover the different ways of proving a claim from Michael Masterson’s book The Architecture of Persuasion, a book we recommend having on your desk to review from time to time.

Some ways to prove a claim include:

  • Using scientific studies
  • Logical arguments
  • Quoting experts or authorities
  • Stating compelling facts
  • Providing testimonials
  • Using analogies or comparisons

We’ll be discussing each of these while enjoying a glass of Suntory Toki, A vivid blend of carefully selected whiskies from the House of Suntory’s globally acclaimed distilleries.

Also, Sean shares his experience with a really cool company called Road ID. These guys provide an amazing customer service experience.

 

Episode 8: The Art of Gaslighting & Psychological Ventriloquism

persuasion, Podcasts

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On this episode, we wrap up our discussion of The Forbidden Keys to Persuasion by discussing gaslighting and psychological ventriloquism. Again, you can find this report by visiting http://www.blairwarren.com/forbidden-keys-to-persuasion.

Gaslighting is simply defined as a tactic that a people use to make their victim question reality in order to gain more influence over that person. We’ll be discussing some of the strategies “gaslighters” use such as repetitive questioning, pointing out the invisible, alluding to the mysterious, revealing the secret thoughts of others, and finally ganging up.

We’ll be discussing this and more as we enjoy our beverage of  the week – Harpoon Dunkin Coffee Porter. This Coffee Porter will be available throughout the fall. At 6 percent,it’s a malty tasting brew with aromas of espresso and dark chocolate. If you’re a coffee drinker, we think you’ll like this brew a lot.

Episode 7 – Discussing the Final Two Hidden Addictions that Leave People Vulnerable to Manipulation

persuasion, Podcasts

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On this week’s episode we discuss the final two addictions that most people are vulnerable to. These come right out of Blair Warren’s The Forbidden Keys to Persuasion.

Our beverage of the week is Dragon’s Milk from New Holland Brewing Co. 

At 6 percent, this is a great tasting beer with hints of bourbon flavor but also very smooth. It has a touch of vanilla sweetness as well as a dry bourbon aftertaste that’s not too strong.

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