Persuasion by the Pint

Discussing the Art of Persuasion...and Craft Beer

Archives for April 2020

Episode 123: Is This Swipe-Worthy Sales Copy?

Branding, Copywriting, Headlines, Liking, persuasion, Podcasts, Sales, Storytelling

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On this episode, we’ll pick apart some more sales copy from our swipe file collection. Some old. Some new. On a couple of ads, we decide to take up their “call to action” and give them a ring.

Featured Beer

On this episode, I’m still enjoying the Founders CBS, at 11.7% ABV. This one continues to get better with time.

Sean is having a Thin Mint Stout from Buffalo Bayou Brewing Company. This stout offers an invigorating aroma of fresh mint to your nose. Tastes minty & chocolaty, but not quite as sweet as Sean anticipated. Not bad, but definitely smells better than it tastes.

Episode 122: How to Develop Your Voice When Writing Persuasive Copy

Branding, Commitment and Consistency, Copywriting, Headlines, persuasion, Podcasts, Reciprocation, Social Proof, Storytelling

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This week we welcome direct response copywriter Abbey Woodcock on the show to discuss how to develop your voice when writing copy. We’ll be discussing Abbey’s book What They Hear When Your Write.

Abbey has been writing copy since 7th grade when she wrote a 30-page sales letter asking her crush to the dance. Unfortunately, her response rate was not good.

Since then, her conversions have gotten better… writing sales pages and emails you’ve probably read from some of the biggest names online like Ramit Sethi, Ryan Levesque, and Jeff Walker. 

She now teaches copywriters and other freelancers how to persuade without sounding like a 1940’s car salesman. In addition to her book, she has a program she offers called the Codex Persona, which includes a free digital version of her book, including the worksheets and free writing tools.

You can get access to it at https://www.codexpersona.com.  

When we’re not in a pandemic, Abbey also runs a coworking space in Upstate NY called the Freelance Co-op.

Featured Beer

On this episode, I’m enjoying a Founders CBS, an imperialized version of their Kentucky Breakfast Stout, that offers rich maple syrup, roasted coffee, and velvety chocolate at 11.7% ABV. This one started out with a smooth sweet taste with the chocolate & maple really standing out. I thought it might become too sweet over time, but surprisingly as it airs out, it gets even better!

Sean is having a Sippin’ Pretty, a fruited sour ale. It’s loaded with their unique blend of açai, guava, and elderberry, with a delicate addition of Himalayan pink sea salt. Not one of Sean’s favorites.

Episode 121: Revisiting Past Recession Sales Copy Swipe Files

Branding, Copywriting, Headlines, NLP, persuasion, Podcasts, Sales, Social Proof, Storytelling

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On this episode, we dig out some old sales copy swipes from our dusty file cabinets. We discuss a few of these, and some lessons that can be learned from our last great recession.

Featured Beer

For this episode, I’m enjoying a Maduro from Cigar City Brewing. This pours really dark for an ale. It’s a Northern English Brown Ale brewed with flaked oats. Full in body and silky on the palate, the chocolate and espresso notes linger for quite a long time! Toasty and somewhat sweet with a hint of hops later on. Great beer overall!

Sean is having a Commissar Russian Imperial Stout from Real Ale Brewing Company. This brew evolved from its common cousins, porter, and stout to endure the long voyage to the Russian royal court. Additions of American hops are used to balance the robust malt character so it’s not too sweet like many imperial stouts. Sean gives it a thumbs up!

Episode 120: How to Overcome Fear by Getting Comfortable Being Uncomfortable

Branding, negotiation, persuasion, Podcasts, Social Proof, Storytelling

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This week we welcome Jason Van Camp on the show to discuss his new book Deliberate Discomfort: How U.S. Special Operations Forces Overcome Fear and Dare to Win by Getting Comfortable Being Uncomfortable. Jason is a highly decorated green beret, special ops commander and now bestselling author.

Jason attended and played football at West Point before earning his U.S. Army Ranger and Special Forces tabs. He then served as a Detachment Commander with 10th Special Forces Group, deploying multiple times to war zones in the Middle East and Africa, receiving three Bronze Stars, one with Valor.

In 2013, Jason earned his MBA from Brigham Young University and it was there that he developed a passion for entrepreneurship. He believes in servant leadership, the art of determination, and the power of storytelling. This philosophy has served him well in his life and has made him an experienced speaker and proponent of Mission Six Zero’s Total Warrior model.

Jason is passionate about his experiences and his stories resonate with any audience; students, athletes, businesspersons that want to be “passionate about passion.”

He now lives in Utah with his wife and children and is the Executive Director of https://www.warriorrising.org/ which empowers U.S. military veterans and their immediate family members by providing them opportunities to create sustainable businesses perpetuate the hiring of fellow American veterans, and earn their future.

You can learn more about Jason’s organization at https://missionsixzero.com/.

You can also get a limited-time bundle (like we did) with a special copy of his book and tee-shirt from Nine Line Apparel here – https://www.ninelineapparel.com/collections/bundles/products/deliberate-discomfort.

Episode 119: Convincing Others When Facts Don’t Matter

Branding, Commitment and Consistency, Copywriting, Headlines, Liking, NLP, persuasion, Podcasts, Reciprocation, Sales, Social Proof, Storytelling

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This week, we welcome Lee Hartley Carter on the show to talk about her recent book Persuasion: Convincing Others When Facts Don’t Seem to Matter. In our post-fact, deeply divided world true persuasion is rare.
So the question is … how do you change someone’s mind when everyone is entrenched in their own points of view?

Lee has spent nearly twenty years advising and helping the world’s most well know companies do just that. She is President of Maslansky+Partners, a language strategy firm where she works for Fortune 500 companies and non-profits in the U.S. and abroad. To do this, Lee has conducted, overseen, and analyzed countless instant response sessions, traditional focus groups, brainstorming and strategy sessions, and surveys in more than 15 countries.  She has worked with clients in a wide range of industries including financial services, energy, automotive, sustainability, hospitality services, food and beverage, technology, and consumer products.  And, she has worked extensively in public affairs, public policy, and issue advocacy. 

As a television news personality and researcher, Lee doesn’t rely on traditional polling for her unique insights into U.S. politics; rather, she analyzes voters’ emotional responses to help understand and empathize with them on a more visceral level. The reaction matters, but the “why” behind it matters more.

It was this approach that allowed her to accurately predict the results of the 2016 presidential election and primaries.

Featured Beers

On this episode, Sean is having a Ridiculous AF Imperial Stout from Saloon Door Brewing. It’s an 11.0% ABV version of their Tasty AF chocolate peanut butter milk stout. Super delicious according to Sean.

I’m having a Mama’s Little Yella Pils from Oskar Blues Brewery. It’s a handcrafted version of the great Pilsner beers of Bavaria and Bohemia. Unfortunately for me, it’s a little hoppier than I expected. Cool name for a pilsner, but not a huge fan of the brew.

Episode 118: A Modern Approach to Selling That Connects with Customers

Branding, Commitment and Consistency, Headlines, Liking, NLP, persuasion, Podcasts, Sales, Social Proof, Storytelling

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This week David Priemer joins us on the podcast to discuss his brand new book coming out on Tuesday (April 7th), Sell the Way You Buy.

While working as a VP at Salesforce, David had an epiphany: the very sales tactics his team was using were not working on him. While the company—and his entire profession—was acting with more than enough gusto, they lacked emotional awareness and empathy. They were not selling the way they buy.

As buyers, we’re not often aware of the pathways that lead us to make purchasing decisions. In his new book, David reveals scientifically supported methods of understanding your customers, identifying their needs, and moving them toward the right solution, all while avoiding the behaviors that make most people dislike salespeople.

David is widely recognized as a thought leader in the area of sales and sales leadership and has been published in the Harvard Business Review, MIT Sloan Management Review as well as Forbes, Entrepreneur, and Inc. magazines. From his early days tinkering with test tubes and differential equations as an award-winning research scientist to leading top-performing sales teams at high-growth technology startups, David’s lifelong passion for learning and execution is the foundation of his Cerebral Selling practice. 

You can learn more about David and get a copy of his brand new book by visiting https://cerebralselling.com/.

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