Persuasion by the Pint

Discussing the Art of Persuasion...and Craft Beer

Archives for February 2019

Episode 27: 6 Devices You Can Use to Strengthen Any Claims

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

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On this episode, we’ll continue to discuss adding believability to your ad or presentation claims by discussing 6 powerful devices you can use strengthen your promises. These are right out of chapter 9 of Breakthrough Advertsing. They include:

  • The Inclusion Question
  • Detailed Identification
  • Contradiction of Present Beliefs
  • The Language of Logic
  • Syllogistic Thinking
  • Repetition of Proof

We’ll be covering each one of these as well as referencing some examples. One other book we mention on this episode that has a number of great examples of these examples we mention is Ogilvy on Advertising.

Featured Beer

Our beer on this episode is the Gingerbread Brown ale; another great brew from Chattabrewchee Southern Brewhouse. It’s a sweeter ale with hints of ginger. Definitely a beer to enjoy during the fall and winter months.

Episode 26: How to Make Someone Believe Something Before They Read It

Headlines, persuasion, Podcasts

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On this episode, we’ll be discussing chapter 9 of Breakthrough Advertising – Gradualization. For desire and intensification to be effective, your prospect has to believe your product claims. Gradualization is simply building up enough belief in the ad (gradually) so your prospects will accept your biggest claims.

This is where ad structure (or presentation structure) becomes really important. Sometimes your strongest claim should never be in the headline. We’ll be discussing why on today’s podcast. 

Our Featured Beer

This week, we are enjoying a Deep Thoughts Amber Ale from one of my favorite spots near Atlanta, GA – Chattabrewchee Southern Brewhouse. This brewhouse has been nominated for two Reader’s Choice Awards. One is for top brewery in the state, and the other is for the top IPA in the state. Since we do a lot of deep thinking and discussing on the podcast (: D), I picked up the Deep Thoughts recently on a stop by this unique brewhouse to review.

We’ll be sharing our opinion of this pale ale on show.

Episode 25: How to Analyze & Influence People Using Body Language and Subliminal Persuasion

persuasion, Podcasts

Podcast: Play in new window | Download

On this episode, we’ll take a break from our discussion of Breakaway Advertising and examine an interesting book I stumbled across recently entitled How to Analyze People by James Williams. We’ll spend some time talking about body language, signals and verbal cues that are used to influence others. Some of this is real ninja stuff for anyone who wants to hone their persuasive communication skills.

Featured Beer

Our beverage on this episode is the Firestone Mocha Merlin from Firestone Walker Brewing company. This beer pours oil black with a nice tan head. You’ll get the taste of coffee and chocolate up front with an added vanilla-like quality that gives this full bodied beer a little bit of lightness. This one is a definite winner!

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