Persuasion by the Pint

Discussing the Art of Persuasion...and Craft Beer

Archives for April 2019

Episode 44: How to Pitch a $50,000 Ghostwriting Service – Interview with Joshua Lisec

negotiation, NLP, persuasion, Podcasts, Storytelling, Uncategorized

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This week, we welcome a new guest on the show to share a brew. Joshua Lisec is the founder of The Entrepreneur’s Wordsmith LLC. He’s the first Certified Ghostwriter in Ohio, a Forbes Contributor ghostwriter, a TEDx speaker, a leading authority on Author Voice Authenticity, and a two-time published novelist.

Since 2011, Joshua has ghostwritten forty books and in a profession where “good” ghostwriters get a few hundred bucks on Upwork, he makes $35,000 to $100,000+ per project. In fact, for him, it’s easier to sell a $50,000 ghostwriting service than a $50 ebook, and he’ll explain why on today’s episode. One of Joshua’s simple marketing strategies to use video ads where he shows “before and after” examples of other entrepreneurs who have launched their personal brands by publishing their own stories. Not only is this a great lesson on persuasion (social proof), but it also demonstrates the power behind being a published author.

You can find out more about Joshua by visiting https://entrepreneurswordsmith.com.

Feature Beer

Our beer this week is a Komes Baltic Porter, a dry, roasty, dark porter that’s balanced with a rich, full flavor. It won the Bronze Medal at the World Beer Cup in 2014 & Gold Medal at the European Beer Star 2013 for best beer in the Baltic Porters category. We give it a gold thumbs up.

Joshua, on the other hand, brings a spicy wheat ale on the show – an Oberon Wheat Ale from Bell’s Brewery. Enjoy the episode & cheers!

Episode 43: Persuasion and Packaging – How Design Influences Our Decisions

Copywriting, Headlines, Liking, persuasion, Podcasts, Reciprocation, Social Proof, Uncategorized

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On today’s episode, we’ll be covering a list of different topics including packaging. Sean shares some takeaways from Capitalism.com’s membership platform that includes a box of the month. The time and energy that goes into the box design is crucial for any company selling a high-end product. We’ll be discussing how this is used to keep continuity customers coming back.

Other things we discuss on this week’s episode include:

  • Negotiation strategies when you are in a “war room” environment.
  • Tradeshow takeaways that can help you get land more customers.
  • The cult-like following of Buc-ee’s. Sean brought back some swag from a recent trip to Austin. If you’ve never visited a Buc-ee’s in Texas, you can learn more about the success of their stores here – https://www.businessinsider.com/buc-ees-has-a-cult-following-photos-review-2018-7

Beverage of the Week

Our beverage is a glass of smooth Smoky Mountain King’s Creek Whiskey. Sean picked this up from Total Wine & More. This whiskey is aged in oak barrels and filtered through charcoal chips, which gives it flavors of caramel, oak, and spice. Wine Enthusiast named “Best Buy”.

Episode 42: How to Talk Anybody into Anything – Interview with Richard Armstrong

Commitment and Consistency, Copywriting, persuasion, Podcasts, Storytelling

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This week we welcome Richard Armstrong on the show to share a pint and talk persuasion & copywriting.  Richard is a leading freelance copywriter, topping the ranks of the nation’s A-listers. He specializes in writing copy for publishing, membership, and fundraising efforts.

His client roster contains some of the most iconic names in direct marketing: Boardroom, Rodale, Agora, Prevention, Kiplinger’s, Reader’s Digest, and many others. In 2014, he was named “Copywriter of the Year,” joining such previous winners as Dan Kennedy, Bob Bly, and Clayton Makepeace.

Richard has won the Caples Award … multiple times. He is also a winner of the special Maxwell Sackheim Award presented by the Caples judges for a “distinctive achievement in direct marketing.” In 1989 he won the Speechwriter’s Newsletter Award for “Best Speech of the Year.”

Richard’s has written articles appearing in National Review, Washingtonian Magazine, Advertising Age, and many other publications. In 2012, AWAI honored Richard as the “Copywriter of the Year,” joining such previous winners as Dan Kennedy, Clayton Makepeace, Bob Bly, and Ted Nicholas.

In addition to being a well-known copywriter, Richard is also a fiction writer. His latest book The Don Con, isa fast-paced story that riffs on The Sopranos, The Godfather, Star Trek, and The Sting.

You can find it at https://www.thedoncon.com.

Richard has also written an incredible ebook chocked full of tips on persuasion and influence called “How to Talk Anyone into Anything”. You can grab your copy at http://www.thedoncon.com/download.

Featured Beer

Our featured beer this week is an incredible Whiskey Barrel Stout by Boulevard Brewing Company.

This is definitely one of our favorite whiskey barrel stouts that we’ve had so far on the show. It offers some robust flavors of vanilla, espresso, whiskey, and chocolate.

In addition to having a cool retro bottle, it pours a thick dark brown that almost appears black in the glass, and is sooo smooth! Enjoy the episode & cheers!

Episode 41: How to Use Powerful NLP Strategies to Predict Buying Behavior and Close More Sales – Interview with Spike Spencer

Headlines, Liking, negotiation, NLP, persuasion, Podcasts, Reciprocation, Social Proof, Uncategorized

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This week, we welcome guest expert Spike Spencer on the show to share a pint, and discuss NLP, otherwise know as Neuro-Linguistic Programming.

Spike is an internationally recognized, award winning voice actor and speaker, and the world’s #1 Master Trainer on Relationship Sales Dynamics™ – skyrocketing success in business and dating/relationships at the same time up to 300%. He is an author, certified NLP coach, and a certified and licensed level 4 B.A.N.K.™ Trainer. 

In the business world, Spike brings insights from over 20 years in the real estate investment world. He has flipped, wholesaled, and managed millions of dollars worth of single family and multi family apartments. Using the Clear-Connect-Close strategies of his Relationship Sales Dynamics™ training, he helps entrepreneurs become more successful from the inside out.

Spike has written for Neil Strauss, Men’s Health, Your Tango, Singles Warehouse UK (Dating Expert), DatingAdvice.com, Carlos Xuma, and more. Through his fun dating/relationships website, www.DontKillYourDate.com, Spike is helping guys become better MEN, constantly improving themselves, and communicating with women; utilizing cooking, food, travel, humor, and adventure as the medium. You can find more about Spike, by visiting his website at www.SpikeSpencer.com.

On this episode, we’ll be enjoying a Wake Up Dead Nitro Imperial Stout from Left Hand Brewing Company. This beer has a creamy smooth taste, with an aroma of espresso beans, roasted malt and just the right amount of carbonation. Spike is joining us with his own beverage today – a smooth glass of Poitin, otherwise known as “Irish Moonshine”.

Enjoy the episode and Cheers!

Episode 40: How to Use Geo-Targeting Ads to Persuade Prospects to Do Business With You

Commitment and Consistency, Copywriting, Headlines, Liking, persuasion, Podcasts, Social Proof, Storytelling

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On this episode, we continue to work through flights of dark beer and some great discussion at our favorite Casual Pint location. Sean will be educating us all on the word of the day – “Chiasmus”; a strange sounding word but when explained, is something we’re all familiar with as it relates to memorable slogans and ads.

The list of topics we’ll be diving into includes:

  • How to use geo-targeting ads to persuade customers at tradeshows and other industry related events.
  • How an inexpensive online tool for mailing greeting cards can land you meetings with VIPs, and that leads to tons of new business.
  • How customer service can be used to persuade you to buy more

As mentioned on the previous episode, our beer flight includes a series of darks:

Hope you enjoy the episode & cheers!

Episode 39: A Flight of Persuasion & Influence – On Location from The Casual Pint

Headlines, negotiation, persuasion, Podcasts, Reciprocation, Social Proof, Storytelling, Uncategorized

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On this week’s episode, we go on location to The Casual Pint right here in West Knoxville. This makes the first episode we’ve recorded from a remote location. Spring weather and sunshine have finally arrived so we plan on doing more of these through the spring and summer. For recording episodes away from the studio, we’re using the Zoom H6 Recorder and lapel mics along with the Mevo plus camera for live streaming.

Some of the topics for today’s show include:

  • Verizon’s use of storytelling.
  • How to get a meeting with anyone (including the CEO of a very large company).
  • How customer service is being used to persuade you to buy more.
  • Google Ads – How retargeting and geo-targeting are influencing customers.

We’ll also be working our way through a flight of dark beers. Beer flights are small servings of various beers. They usually come in 4-8 varieties depending on the Brewpub. You’ll normally receive a small 3 – 5 oz. glass of each beer you’d like to try on a wooden board, called a Beer Flight Paddle. Our beer flight this week includes a series of dark brews:

Our favorites were the two Highland brewing stouts. If you want to find out more about their brewing co. you can visit them at https://highlandbrewing.com.

Hope you enjoy the episode & cheers!

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