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On this episode, we’ll wrap up our discussion of the book Thinking Fast and Slow by discussing “Anchors” and the “Science of Availability”.
130: How to Write Clearly and Persuasively…without the Bullshit
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This week, we welcome Josh Bernoff on the show to discuss his book Writing Without Bullshit. Sean and I have been reading through it recently. It was one of 11 recommended copywriting books by Digital Marketer.
Josh has been a professional writer since 1982. He’s co-authored three books on business strategy, including a bestseller Groundswell. Josh is passionate about clear, brief, fascinating communication.
This comprehensive book gives you the tools for writing in today’s noisy world where the average news story now gets only 36 seconds of attention.
On this episode, we’ll be discussing some key takeaways from it such as:
- How to front-load your writing with pithy titles, subject lines, and opening sentences.
- Simple ways to purge weak and meaningless jargon, wimpy passive voice, and cowardly weasel words.
- How to write directly to the reader to make every word count.
- How to master every modern format from emails and social media to reports and press releases.
You can learn more about Josh and read his blog at https://withoutbullshit.com/.
Featured Beer
On this episode, I’m having an Old Fashioned from Anderson Valley. This 8.3% ABV brown ale is brewed with orange peel and Hersbrucker hops, which naturally have orange-like flavors. Cherry puree is added at the end of fermentation, then this brew is aged in bourbon barrels. The citrus was a little overpowering for my taste; a little too hoppy at 45 IBUs. I gave it 2.2 pints. 🍺🍺
Sean is having a Harviestoun Old Engine Oil. This 6% ABV beer is a Scotland- English Porter dark in color, like engine oil, but without the aftertaste of grease. Sean gives it a solid 3 pints 🍺🍺🍺.
129: How to Market Your Business on a Shoestring Budget With Bite-Sized Books
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On this episode we welcome David Seid, co-founder of MiniBük, a company that publishes bite-sized books allowing you to tailor your message to any audience.
The Magic of a Mini Book (MiniBük)
With a MiniBük, it’s possible to attain instant credibility. Let’s say you have an idea, a presentation, or an area of special expertise. Whatever your message, product, or service, a MiniBük puts forth just the right space to gain attention and get noticed.
I’ve published a few MiniBük’s over the years. One was a 32-page mini-booklet for my industry 5 years ago on the topic of Marketing for Composite Manufacturers. This book took me no time to put together. It was between 6-7 word doc pages after adding some illustrations and graphs. It is still a glorified business card for my consulting business.
As David joins us on the show, he’ll share some stories of how these pocket-sized books have been game-changing for so many speakers, coaches, and consultants. If you have a business blog, you need to pay attention to this episode, because you already have the content on hand to publish one of these Minibuks. If you have a podcast, it’s simple. Transcribe your episodes and have them formatted into a booklet.
You can learn more about MiniBük’s publishing platform by visiting their website at MiniBuk.com.
128: These 21 Bullet Secrets Will Ignite the Persuasive Power of Your Sales Copy
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On this episode, we’ll spend some time discussing the world’s most powerful BULLET secrets that will change your copywriting
and marketing, almost overnight.
The ability to write great bullets is one of the most powerful skills you’ll EVER acquire as a copywriter. And being able to recognize both good and bad ones is essential to being a great direct response entrepreneur.
We’ll be working our way through this reference list of 21 Bullet Secrets That IGNITE The Selling Power of Your Copy. You can download a freee copy at http://conversiontriggers.com/uploads/248/original/Clayton_Makepeace_-_Bullets_Lesson.pdf.
Featured Beers
On this episode, I’m having a Breakfast Hero Donut Stout from Trim Tab Brewing. This 8.5% ABV beer is brimming with notes of syrupy covered pancakes, melty bakers chocolate, subtle vanilla cream, and roasty hazelnut coffee. It smells sweeter than it tastes though, but I love how the coffee balances out the chocolate & vanilla cream. it’s a is a winner. I gave it 4.8 pints. 🍺🍺🍺🍺
Sean is having an Atholl Brose Scotch Ale from Strange Land Brewery. This beer is crafted with Central Texas Wildflower honey, flaked oats, and oak infused with a blend of single malt Scotch whiskies. It’s an interesting craft beer with a smooth taste, but not as much a great Scotch ale. Sean gives it 3.8 pints out of 5. 🍺🍺🍺
127: The Scarcity Principle & Why Banned Coronavirus Conspiracy Videos Are Becoming More Persuasive
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On this episode, we discuss how the principle of scarcity is working against YouTube, Vimeo, and many other video hosting sites that are trying to shut down the “Plandemic” video. So far, more than 8 million people have watched it despite efforts to remove it. It’s now turned Dr. Judy Mikovits into a star as she’s gained over 130,000 Twitter followers in just a month.
From a persuasion standpoint, we’ll be discussing why efforts to suppress videos like this are creating even more curiosity in the process.
Featured Beers
On this episode, I’m having a Guinness Over the Moon Milk Stout. This one is a winner! It offers notes of caramel, chocolate, and a light roastiness, and gives it an aftertaste that makes me want to have another sip. Out of 5, I give it 4.2 pints. 🍺🍺🍺🍺
Sean is having a Real Heavy from Real Ale Brewing Co. This brew weighs in at 9.3% ABV and is brewed with English Crystal malt, English hops, and fermented with English ale yeast, resulting in a rich brown color and a toffee malt character. He’s given this one 3.9 pints.
Enjoy the show and cheers!
126: How to Become a More Persuasive Writer Using Cognitive Ease
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On this episode, we’ll be discussing how cognitive ease is used in marketing and how you can use it to become a more persuasive writer. We’ll continue sharing some insights from the book Thinking Fast and Slow.
Cognitive Ease is based on the notion that our brains want to make easy decisions. If a decision is easy for us to make, we are happy to go along with our gut instinct.
The author, psychologist Daniel Kahneman explains that the human brain thinks in two different systems. A System 1, and a System 2.
System 1 has to do with everyday thinking that takes place automatically and is characterized by quick decisions, emotionality, and the unconscious mind. System 2 tends to require more effort for the brain and is characterized by logic, calculation, and the conscious mind.
We’ll be discussing how marketers can become more persuasive using strategic methods of cognitive ease to target System 1.
Featured Beers
On this episode, I’m having a Mas Agave from Founders. It pains me to say this is the worst stout I’ve ever tasted from Founders. It’s a 10% ABV imperial gose brewed with agave, lime, and sea salt and then aged it in tequila barrels. This one is way too tart for my liking. The lime is strong and reminds of the taste in my mouth after a shot of 1800. I gave it a 1-pint rating. 🍺
Sean is having Sisyphus Barleywine Ale from Real Ale Brewing Company. It’s a 10% ABV ale with citrus notes and a healthy portion of hops that are balanced by the rich toffee undertones of malt. Despite the high hops rating (75 IBU) Sean really like this one. He gave it 4.5 pints! 🍺🍺🍺🍺
