Persuasion by the Pint

Discussing the Art of Persuasion...and Craft Beer

Archives for June 2019

Episode 56: The Art of Crafting and Selling a Really Good Beer – Interview with Tom Moench

Branding, persuasion, Podcasts, Social Proof, Storytelling

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This week we welcome Tom Moench on the show to share his 40 years in the craft beer industry. Tom is the founder of Orange Blossom Brewing Company and he’s seen it all since the early days of making his first homebrew recipe right out of his garage. When Tom was 18 and not old enough to buy beer, he bought the ingredients and started brewing. He experimented for quite some time before deciding to sell his orange blossom pilsner, now his brand’s signature beer. 

He is a complete beer nerd and after selling his successful craft beer distributorship and winning several awards for Orange Blossom Pilsner, he decided to take his production to a larger scale in 2007.

On this episode, Tom will not only be sharing his story but we’ll get into some craft brew lingo like the International Bitterness Units scale (IBU), a good indicator of how beer tastes, and the art of balancing the sweetness with the bitter when it comes to brewing.

Tom will also share a great marketing lesson on making your product stand out in an ever growing crowded market. You can find out where their beers are located by visiting https://orangeblossombrewing.com/store-locator.

Enjoy the episode and cheers!

Episode 55: Research: The Secret to Writing Persuasive Copy

Copywriting, Headlines, persuasion, Podcasts, Reciprocation, Storytelling

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On this episode, we’ll continue discussing the book Olgilvy on Advertising along with one other book, Twenty Ads that Shook the World. We’ll use some examples of why research is such a crucial part of any persuasive sales copy.

Our featured beer on this episode is a Clown Shoes Chocolate Sombrero Mexican Stout. This 7% ABV stout has a delicious smooth dark cocoa & coffee flavor.

This beer wins our award for the most creative design! Clown Shoes Brewing even puts their mission statement on the can! Enjoy the episode and cheers!

Episode 54: One of the Most Important Books for Writing Persuasive Copy

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

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On today’s episode, we’ll be back in studio discussing a crucial book anyone working in the world of direct sales needs to have on their bookshelf. It’s a book that copywriters & marketers refer back to time and time again whenever they get stuck with writing a promotion. Sean has gone back to this classic more than any other book as a reference when writing sales copy.

The book is Olgilvy on Advertising and after 30 years it’s still an indispensable guide on all aspects of advertising from the man Time magazine called “the most sought after wizard in the business”.

Featured Beer

On today’s show, we’ll be enjoying a NutterCup Chocolate Peanut Butter Porter from Brew Link Brewing Co. We’re sorry to say that many peanuts were drowned in the process of making this well balanced, full-bodied porter.. but it was worth the sacrifice. It has an aroma of a Reese’s peanut butter cup and the taste is ohhhh so good! Cheers!

Episode 53: How to Create a Need for Your Product or Service (by Stirring Anxiety and Discontent)

Branding, Copywriting, Headlines, Liking, NLP, persuasion, Podcasts, Social Proof, Storytelling

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On this episode, we continue recording at BFB (Blackberry Farm Brewery). We’ll be covering a number of topics including:

  • How to Build Familiarity & Consistency Into Your Brand
  • How to Create a Need for Your Product or Service
  • How to Use Nostalgia in Promoting Your Products

One of the books we’ll be referring to in this episode is Robert Greene’s Art of Seduction.

Our beer for this episode is a Biere De Garde (6.5% ABV) from BFB. A French style beer, with light fruit and toasted, nutty malt, with a medium body and toasted, soft finish.

Episode 52: How to Hire The World’s Best Copywriters For Less Than $10

Copywriting, Headlines, Liking, persuasion, Podcasts, Social Proof

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On today’s episode, we record from the Blackberry Farm Brewery Taproom in Maryville, TN. We’ll be discussing how to hire the best copywriters in the world for under $10, or what Sean calls his “aisle 12 secret”.

Before we get into our show topic, Tim Moore joins us for a few minutes to share some background on Blackberry Farm Brewery. Tim is a brewer and his work at BFB includes packaging, maintaining brewery equipment, and working on experimental beers. After the show, Tim even gave us a tour of the brewery!

For our show topic, we reveal Sean’s “aisle 12 secret” for creating captivating headlines for your copy. We’ll also be discussing some of the 100 greatest headlines ever written. You can find a comprehensive list here. Some of these headlines were written almost a century ago, but they could still be effective in today’s sales copy because they use certain words & phrases that capture our attention like “secret”, “discover” “how to” and “why”. We’ll also be discussing why adding a number to your headline builds curiosity.

We also share some tools you can use for improving your headline like the Emotional Marketing Value Score analyzer. I’ve used this site for years for analyzing email headlines.

Today’s Featured Beers

For today’s brews, we start out with a Leather Britches (5.5 ABV), a dark, rich porter featuring a malty finish and hints of dark fruit and chocolate. We’ll also be trying their Classic Saison farmhouse ale that features authentic Belgian Saison yeast and the finest European two-row malt. You can find a list of BFB’s brews on tap by visiting https://blackberryfarmbrewery.com/taps. Enjoy the show and cheers!

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