Persuasion by the Pint

Discussing the Art of Persuasion...and Craft Beer

Archives for May 2019

Episode 51: Persuasion in the Wild – Examples of Persuasive Offers That Hooked Our Attention

Commitment and Consistency, Copywriting, Headlines, persuasion, Podcasts, Social Proof

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On this segment, we’ll be discussing some offers that hooked our attention this week and even made one of us click the “buy” button. One of the lessons we share is segmenting your marketing to groups that are known to spend money. Sean shares a great example from a mailing piece he received this past week.

The other example is of a Facebook ad for a golf driver that caught my attention and took me to an incredible sales letter that used many of the examples we discussed during our series on BreakThrough Advertising. This was such a great sales letter, that I pulled the trigger and ordered this driver. The no-risk offer pushed me over the edge. I’ll be sharing exactly what this offer was.

We’ll be breaking down some of the lessons from these two ads on this episode.

Featured Beverage

On this episode, we are still enjoying a Goose Island Bourbon County Stout, a thick 15.2% ABV stout with a nice balance of vanilla, bourbon sweetness and a touch of saltiness. Sean picked up a growler of this beer and it is so good.

Enjoy the episode and cheers!

Episode 50: How to Persuade an Audience & Make Your Speeches Memorable – Interview with Kent Julian

Branding, Headlines, persuasion, Podcasts, Storytelling

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This week, Sean and I are happy to have a friend, entrepreneur and professional speaker join us to talk persuasion and brew. Kent Julian is the founder of Live It Forward and has been speaking to companies and organizations for many years. His message revolves around helping teams and individuals move from DREAM to DO.

On this episode, Kent will be sharing some elements of persuasion he uses from the stage:

  • How to develop a Sticky message. Hint: If you haven’t read Made to Stick by Dan and Chip Heath, you should!
  • How to use anchors to create a more remarkable memorable experience.
  • How to persuade from the stage by giving your audience the opportunity to take the experience home with them. (this is super powerful!)

I first attended his Paid to Speak Conference some years ago and it was the best education workshop I’ve ever attended on becoming a more successful speaker and trainer.

What I loved about Kent’s event, is that he shows you not only how to become a better speaker, but also how to find paid speaking engagements, how to connect with the decision makers who book speakers, and best of all… how you can get paid to speak!

If you are interested in launching a successful speaking career, you should check out his upcoming events at https://paidtospeakconference.com.

His Killer Keynote workshop will help you craft an unforgettable presentation and deliver it in a way that makes you stand out from other speakers!

Featured Beverage

On this episode, Sean and I are enjoying a Goose Island Bourbon County Stout, a thick 15.2% ABV stout with a nice balance of vanilla, bourbon sweetness and a touch of saltiness. Ooooweee.. it’s rich and thick!

Enjoy the episode and cheers!

Episode 49: How He Used Persuasion to Become the Host of a Local Emmy Winning Show About Craft Beer

Commitment and Consistency, negotiation, persuasion, Podcasts, Social Proof, Storytelling

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On this episode, we welcome Matt Archambault to share his story of becoming the host of Brewed In New York, an Emmy award-winning show about the craft beer scene. Matt works at a brewery in Long Island City called Fifth Hammer Brewing Co. and he’s been in the beer scene in NYC for years. He also has a background in acting. What intrigued us about Matt was how he became the host of this local Emmy award-winning show.

While competing with hundreds of others for the part, Matt used the principle of authority to differentiate himself from the rest of the candidates. There’s one thing that Matt’s an authority on – craft beer. You’ll want to hear him share his story as a lesson on how to separate yourself from the competition.

His journey started in a Belgian bistro where a Leffe Tripel changed his world forever. Working in beer bars and brewery taprooms since 2007, Matt’s been an advocate of the state’s burgeoning beer scene, so he was the right guy for a show that features different craft breweries across the state.

You can check out the episode of Brewed in New York by visiting http://brewedinnewyorkshow.com/watch/.

Episode 48: The Art of Branding Craft Beer – Interview with Jim McCune of EGC Group

Branding, persuasion, Podcasts, Storytelling

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This week we’ve decided to jump into the topic of “branding” & what it takes when it comes to positioning a craft beer.

With so many microbreweries popping up all over the country, we decided to reach out to a beer branding expert to learn what it takes to market a good brew.

Jim McCune, executive director of EGC Group’s Craft Beverage Marketing Division joins us to share some of his experience in the industry. EGC Group is fully immersed in the beer industry with over 21 years’ experience in craft beverage marketing.

Jim will be sharing his background in the industry as well as his brew of choice on the show – a Stone Delicious IPA.

Featured Beers

On this episode, I’m enjoying a Bed of Nails brown ale from Hi-Wire Brewing. It’s a 6.1 % malty and smooth brown ale brewed in the traditional English style. Really enjoyed this ale; it has a dry finish allow flavors of toffee and dark fruit to shine through.

While at the beach this week, Sean is enjoying a lighter beer – a Leinenkugel’s Summer Shandy. It’s the perfect summertime beer that in 2012 won a Silver medal at the Great American Beer Festival® in the Fruit Wheat Beer category.

Episode 47: How They Launched a Succesful Craft Brewing Company From Their Garage – Interview with Jake Rouse

negotiation, persuasion, Podcasts, Reciprocation, Storytelling

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On this episode, we are pleased to have Jake Rouse from Braxton Brewing Co. on the show. We really love stories like this and were happy to have Jake join us to share this one.

Braxton Brewing was started right out of a family garage and has grown into THE must have craft beer in the Midwest…. all from an entrepreneurial obsession and a passion for brewing good beer.

Jake is the CEO of Braxton Brewing and is fired up about reinventing the Taproom, by introducing new and unique ways to enhance the beer drinking experience. After studying entrepreneurship at Indiana University, he’s spent the past 4 years at ExactTarget and Salesforce.com developing Strategic Alliances with companies like Adobe, Microsoft, SAP, and Oracle in an effort to help brands better connect with their customers through digital channels.

Jake will spend some time with us talking about how they’ve grown their brand throughout North America with a focus on quality, branding, persuasion, and attention to detail.


Episode 46: The Four Fundamental Questions People Ask Before Choosing a Product or Service

Copywriting, negotiation, NLP, persuasion, Podcasts, Social Proof

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On this episode, we are recording from Print Shop Beer Co. in Knoxville, TN. Charles Reece joins us for a few minutes at the beginning of the show to describe the beer we are having – a thick, creamy Peanut Butter Cup Pastry Stout. Oh man, is it good!

For the remainder of the show, we’ll be going over two different books that share a common theme of asking the right questions. The first book is Seducing Strangers by Josh Weltman, co-producer of the popular show Mad Men. This little black book shares some great sales & marketing takeaways. One chapter we’ll be discussing covers the Four Fundamental Questions consumers ask before choosing a product or service. Some are obvious, but so often neglected.

The other book we discuss is The Book of Beautiful Questions: The Powerful Questions That Will Help You Decide, Create, Connect, and Lead. Sean shares some important takeaways from this book on how to ask questions. Success in sales, marketing, and advertising depends not only on asking questions but asking the right questions. And if we want better answers, we need to ask better questions. We’ll be discussing how to ask the right questions to improve decision making and connect with others. Enjoy the episode and cheers!

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