Persuasion by the Pint

Discussing the Art of Persuasion...and Craft Beer

Archives for January 2020

Episode 101: How to Influence Prospects, Multiply Sales, and Promote Your Brand – Interview with Craig Simpson

Branding, Commitment and Consistency, Copywriting, Headlines, Liking, NLP, persuasion, Podcasts, Reciprocation, Sales, Social Proof, Storytelling

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On this episode, Craig Simpson joins us on the show to talk direct marketing over some pints of beer. Craig is the co-author of The Advertising Solution and The Direct Mail Solution (co-authored with Dan Kennedy).

Craig has managed thousands of direct marketing campaigns and has grossed hundreds of millions in revenue for his clients over the past 20 years. He is the owner of Simpson Direct, Inc., an Oregon-based direct marketing firm, and a respected speaker/presenter on the topic of direct mail.

Today we’ll be discussing some of the best direct marketing lessons straight from Craig’s book, that get prospects to LISTEN, RESPOND, and BUY.

These time tested methods come from marketing legends like David Ogilvy, Gene Schwartz, Gary Halbert, John Caples, Robert Collier, and Claude Hopkins.

Enjoy the show and cheers!

Episode 100: Four Decades of Direct Response Marketing Wisdom from Brian Kurtz

Branding, Commitment and Consistency, Copywriting, Headlines, Liking, negotiation, NLP, persuasion, Podcasts, Reciprocation, Sales, Storytelling, Uncategorized

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On this our 100th episode, we are super pumped to have Brian Kurtz join us on the show. Brian is master of direct marketing, and on this episode, we’ll be pulling from his four decades of experience by discussing his brand new book Overdeliver.

For nearly 40 years, Brian has followed a specific set of direct marketing principles that have helped him build an iconic publishing company to $150 million.

Now he shares these same principles in his new book, so you’d be crazy not to get your copy (especially with all the bonuses he offers!). You can grab your copy today at https://overdeliverbook.com.

Some of the lessons we’ll be covering from his book include:

  • The 5 Principles of why “Original Source” matters.
  • The 7 Characteristics that are present in every world-class copywriter.
  • Multiple ways to track the metrics that matter in every campaign and every medium, online and offline.
  • Why customer service and fulfillment are marketing functions.
  • And much more!

Episode 99: How to Sell Products or Ideas with Words, Music, Stories, and Symbols

Branding, Commitment and Consistency, Copywriting, NLP, persuasion, Podcasts, Sales, Social Proof, Storytelling

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On this episode, we’ll be discussing a few books that fall under one theme – how to give better presentations whether they be in-person to a live audience or through videos. The first book we discuss is one I’ve been reading called Live from Cupertino by Michael Hageloh. It’s a fascinating case study of how Apple’s sales operation, built around music, speeches, and storytelling, allowed them to change the world.

One of the best sales presentations Jobs gave was “1000 songs in your pocket”. Jobs had an amazing way of connecting vision to reality for his audience.

The other two books that we discuss briefly are Illuminate and Resonate by Nancy Duarte.

Featured Beer

For today’s show. I’m having a Midnight Summit Milk Stout by Highland Brewing Co. It has a dark body with a 2-inch tan head; has a nice aroma of roasted coffee and dark chocolate. Taste is mostly vanilla and chocolate with a subtle bitter bite of the coffee.

Sean is having a Full Grown Man Child from Tupps Brewery. It’s an easy-drinking breakfast stout with coffee, chocolate, and oats.

Enjoy the episode and cheers!

Episode 98: 4 Key Questions to Ask When Tapping Into the Life of Your Customer

Branding, Commitment and Consistency, Headlines, Liking, negotiation, NLP, persuasion, Podcasts, Social Proof, Storytelling

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On this episode, we’ll be discussing 4 important questions to ask when tapping in into the life of your customer. We’ll be discussing one of Mazda’s new commercials that takes a unique approach to “storytelling”.

Featured Beer

On this episode, I’m bringing back one of my favorite seasonal brews from Highland Brewing Co. It’s their Thunderstruck Coffee. It’s a seasonal full body porter with hints of chocolate from the chocolate malt and midnight wheat.

Sean is having Chocolate Stout from Karbach Brewing Co. You don’t have to be Willy Wonka or have a Golden Ticket to enjoy this one. It has a smooth taste with notes of chocolate.

Episode 97: How to Win The “Right-Fit Clients” in a Crowded Marketplace

Branding, Copywriting, Headlines, NLP, persuasion, Podcasts, Reciprocation, Sales, Social Proof

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On today’s episode, we welcome Bill Cates, author of the new book Radical Relevance – Sharpen Your Marketing Message, Cut Through the Noise, Win More Ideal Clients. Bill has been an entrepreneur for almost 40 years. He has started, built, and sold two successful book publishing companies. After the sale of his second publishing company, Bill devoted the last 25 years to the art science of relationship marketing.

He has three books on the topic of referrals: Get More Referrals Now, Don’t Keep Me a Secret, and Beyond Referrals.

As the founder of The Cates Academy for Relationship Marketing – Bill has become widely recognized as an international expert in his ability to help businesses create exponential growth through purposeful word of mouth, strategic networking, referrals, and personal introductions.

On this episode, we’ll be discussing:

  • The difference between Strategic Relevance and Tactical Relevance.
  • The importance of a value positioning statement.
  • How to create a critically compelling message that drives people to take action.
  • And much more!

Enjoy the episode and cheers!

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