Persuasion by the Pint

Discussing the Art of Persuasion...and Craft Beer

Archives for January 2019

Episode 24: How to Put Desire for Identification to Work for Your Product or Service

Copywriting, persuasion, Podcasts

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On this episode, we’ll continue to discuss identification and how to use character roles and achievement roles to make your product or service more desirable.

We’ll be covering how to build images into your products and also the limits to the images your prospects will identify with.

Featured Beer

Our beer this week is another unique brew Sean picked up while in Austin, TX last week – the Slippin Into Darkness Russian Imperial Stout.

This thick stout is 10.5% ABV with Coffee and Cocoa nibs, and will not disappoint.

Episode 23: How to Build a Saleable Personality Into Your Product or Service

Copywriting, persuasion, Podcasts, Storytelling, Uncategorized

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On this episode, we spend some time discussing the topic identification – the desire of your prospect to define themselves to the world around them.

This is done in two ways. First, by making your product or service an instrument for achieving these particular roles and second, by turning that product or service into an acceptance that these roles have been achieved. Every product can benefit from role-giving power and we’ll be giving examples of how this is used in sales copy and advertising every day.

Featured Beer

Our beverage this week is an Entire Porter from Strange Land Brewery. Sean picked this brew up last week while visiting Austin, TX. It pours a dark brown color right out of the can with little to no head. Despite the lack of frothy foam, it has a roasted malty and bittersweet chocolate flavor. Nothing fancy; just a nice smooth porter from a cool looking can.

Episode 22: How to Master the Language of Influence

Copywriting, Headlines, persuasion, Podcasts, Social Proof, Storytelling

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On this episode, we’ll be discussing an important book every marketer, sales professional and copywriter should read. In fact this book should be read by anyone who is in a position of management. It’s called Words that Change Minds by Shelle Rose Charvet.

Instead of covering the entire book, we’ll be focusing on one particular chapter where the author talks about motivation direction. When it comes to motivation, there are generally two directions people are moving – either toward or away from. On today’s show, we’ll be discussing the difference between these two types of people and why you can expect 40% of your prospects and customers to have a “toward” mindset, and 40% to have an “away from” mindset.

Our Feature Beer

Our beverage on this episode is Highland Brewing’s Oatmeal Porter. The brew fits the style of an American Porter. This beer is dense black with light brown head that lingers for a while. It’s nothing extraordinary, but it has a pleasant taste of roasty malts and vague sweetness.

Episode 21: Powerful Ways to Put Your Claims to Action

Copywriting, Headlines, persuasion, Podcasts, Social Proof

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On this episode, we’ll continue our discussion of intensification & how to put your claims to action within the body of your copy. If you want to separate your product from the competition, you’ll want to listen to this episode as we discuss these stages of intensification:

  • Compare and contrast.
  • Accentuating the problem.
  • Demonstrating how easy it is to get the benefits.
  • Using metaphors, analogies.
  • Summarizing at the end.
  • And finally, putting your guarantee to work.

Our beverage today is Old Stock Ale. With an ABV of 12%, you won’t find this high gravity beer at a grocery store. It’s designed to mellow with age and has a nice malty aroma with lots of caramel, toffee, and molasses.

Episode 20: The Literature of Desire – Techniques for Creating Breakthrough Copy

Copywriting, Headlines, persuasion, Podcasts

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On this episode, we’ll start digging deep into creating breakthrough copy that taps into those desires of your prospect.

The great copywriter Eugene Schwartz was really good at “future pacing” – the ability to place people right into the experience of using a product. We’ll be expounding on this as well as discussing some examples on the show.

Our beverage this week is a beautifully robust & delicious Black Mocha Stout from Highland Brewing. It has a thick malty body with a large, roasted chocolate flavor, and a clean finish. If you love coffee as we do, you’ll be a huge fan of this stout. If you’re not a coffee fan, Highland Brewing offers many other great selections at https://highlandbrewing.com.

If you’re neither a coffee or beer fan, there’s little we can do to help you. Cheers!

Episode 19: Getting Inside Your Prospect’s Mind

Copywriting, persuasion, Podcasts

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Now that we have discussed building a good headline, we’ll get into what it takes to create effective copy that focuses your prospect’s attention on a single thought.

Your headline’s job is to flag down your prospect. From there, your body of copy does the selling. It creates a world for your prospect in which your product fulfills their main desire. Your copy’s job is to alter the three dimensions of their mental world: their Desires, Identification, and Beliefs.

We’ll be discussing each of these dimensions of thought and feeling using our textbook Breakthrough Advertising.

Our beverage on this episode is the Anchor Porter. Anchor Porter was the first modern American porter style beer when it was first introduced in 1972.

It’s a nice blend of roasted pale, caramel, chocolate, and black malts, with an ABV of 5.60%. There is nothing too overpowering about it, and over time it has a nice balance. Tastes a little more like stout, but with a lower ABV.

Sean’s Swipe Files

Sean uses a number of examples from sales copy he has written over the years. You can see download some sample here.

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