Persuasion by the Pint

Discussing the Art of Persuasion...and Craft Beer

Archives for December 2018

Episode 16: How to Tap Into Your Prospect’s State of Awareness When Writing Headlines

Copywriting, Headlines, persuasion, Podcasts

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On this episode, we’ll continue our discussion of Eugene Schwartz’s classic book Breakthrough Advertising. If you are a copywriter, a marketer or make your living in the world of selling, this book should be on your desk. It’s a textbook for anyone wanting to a deeper understanding of how to create persuasive sales copy.

Today, we jump into chapter two on the topic of “Your Prospect’s State of Awareness”. This chapter is particularly important when you are first writing a captivating headline.

We’ll discuss how to introduce new products to markets that are already aware, and the more challenging – markets that are completely unaware.

On this episode, we’ll be sampling a couple of different beers from the Sam Adams Winter Classics pack – The Chocolate Bock and the Holiday Porter.

Episode 15: Mass Desire – The Force That Makes Advertising Work

persuasion, Podcasts

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On this episode, we’ll be discussing Eugene Schwartz’s classic book Breakthrough Advertising, and the first chapter on “Mass Desire”. We’ll talk about some of the forces that have made adverting work for hundreds of years and will continue so for years to come.

Before your market shares a buying experience, they must first have a desire. We’ll also be discussing how to channel mass desire onto your particular product.

Our beverage this week is a seasonal Shiner beer called S’more. It’s a chocolate and marshmallow ale that smells like a freshly made S’mores. You can taste the marshmallow, vanilla, chocolate, and graham. A great seasonal ale worth trying.

Episode 14: How to Argue & Win Every Time

persuasion, Podcasts

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On this episode, we’ll be discussing the book, How to Argue & Win Every Time: At Home, At Work, In Court, Everywhere, Everyday by Gerry Spence. Gerry Spence is one of the most renowned and successful trial lawyer, a man known his powerful courtroom presentations.

We’ll discuss some takeaways from this book where Spence shares a lifetime of experience teaching you how to win arguments whether it be in the courtroom, the boardroom, or on a sales call.

Episode 13: The Most Essential Parts of a StoryBrand Framework

persuasion, Podcasts

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On this episode, we continue our discussion of the essential parts of a StoryBrand framework using Donald Miller’s book Building a StoryBrand.  We’ll be covering the last 3 steps that include: Call to Action, helping the customer (hero)  avoid failure, and helping your customer envision success. 

Episode 12: The Seven Universal Story Points all Humans Respond To

persuasion, Podcasts

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On this episode, we’ll be discussing the book Building a Story Brand & the seven universal story points all humans respond to –  the real reason customers make purchases.
As we go through this powerful book by Donald Miller, we’ll discuss how to simplify a brand message so people understand it; and how to create the most effective messaging for your company’s products and services.

Our beverage of chose this week is a limited-edition collaboration between New Belgium and Knob Creek- Oakspire.  It’s an ale aged with bourbon-steeped oak spirals from inside the barrel. There are hints of toffee, vanilla and caramel with a moderate sweetness that gradually fades. Definitely a recommended beverage this time of year. 

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