Persuasion by the Pint

Discussing the Art of Persuasion...and Craft Beer

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Episode 57: How to Write Engaging Copy… As If Your Prospect Has to Pee

Copywriting, Headlines, persuasion, Podcasts, Storytelling, Uncategorized

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On this episode, we’ll be discussing a recent book we’ve been reading – The Halbert Copywriting Method Part III. This book focuses on the editing portion of your copy and gives readers a simple, easy formula that forces buyers to read every word.

During the show we’ll be covering specific topics like:

  • Punctuation tips, fonts, and line spacing.
  • Creating hooks and anchors that captivate the attention of readers.
  • How to use cliffhangers in your copy to keep people reading.
  • How to eliminate redundant words that weaken your copy.

This book is a great reference for anyone writing their own sales copy via print, emails and landing pages. We also reference one of my favorite books for persuasive writing Hypnotic Writing by Joe Vitale.

Featured Beer

On this episode, we’re both enjoying a coffee brew. Sean is enjoying a 9.1 % ABV Lagunitas Cappuccino Stout. It pours a dark brown, with a beige head. and aroma of earth, coffee, and cocoa powder.

I’m enjoying a Gotta Get Up to Get Down Coffee Milk Stout from Wiseacre Brewing. It has a nice coffee and smooth roasted malt aroma with lots of flavor for a 5% beer. Smooth but not too sweet. Enjoy this episode and cheers!

Episode 55: Research: The Secret to Writing Persuasive Copy

Copywriting, Headlines, persuasion, Podcasts, Reciprocation, Storytelling

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On this episode, we’ll continue discussing the book Olgilvy on Advertising along with one other book, Twenty Ads that Shook the World. We’ll use some examples of why research is such a crucial part of any persuasive sales copy.

Our featured beer on this episode is a Clown Shoes Chocolate Sombrero Mexican Stout. This 7% ABV stout has a delicious smooth dark cocoa & coffee flavor.

This beer wins our award for the most creative design! Clown Shoes Brewing even puts their mission statement on the can! Enjoy the episode and cheers!

Episode 54: One of the Most Important Books for Writing Persuasive Copy

Branding, Copywriting, Headlines, negotiation, NLP, persuasion, Podcasts, Social Proof

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On today’s episode, we’ll be back in studio discussing a crucial book anyone working in the world of direct sales needs to have on their bookshelf. It’s a book that copywriters & marketers refer back to time and time again whenever they get stuck with writing a promotion. Sean has gone back to this classic more than any other book as a reference when writing sales copy.

The book is Olgilvy on Advertising and after 30 years it’s still an indispensable guide on all aspects of advertising from the man Time magazine called “the most sought after wizard in the business”.

Featured Beer

On today’s show, we’ll be enjoying a NutterCup Chocolate Peanut Butter Porter from Brew Link Brewing Co. We’re sorry to say that many peanuts were drowned in the process of making this well balanced, full-bodied porter.. but it was worth the sacrifice. It has an aroma of a Reese’s peanut butter cup and the taste is ohhhh so good! Cheers!

Episode 53: How to Create a Need for Your Product or Service (by Stirring Anxiety and Discontent)

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

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On this episode, we continue recording at BFB (Blackberry Farm Brewery). We’ll be covering a number of topics including:

  • How to Build Familiarity & Consistency Into Your Brand
  • How to Create a Need for Your Product or Service
  • How to Use Nostalgia in Promoting Your Products

One of the books we’ll be referring to in this episode is Robert Greene’s Art of Seduction.

Our beer for this episode is a Biere De Garde (6.5% ABV) from BFB. A French style beer, with light fruit and toasted, nutty malt, with a medium body and toasted, soft finish.

Episode 52: How to Hire The World’s Best Copywriters For Less Than $10

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

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On today’s episode, we record from the Blackberry Farm Brewery Taproom in Maryville, TN. We’ll be discussing how to hire the best copywriters in the world for under $10, or what Sean calls his “aisle 12 secret”.

Before we get into our show topic, Tim Moore joins us for a few minutes to share some background on Blackberry Farm Brewery. Tim is a brewer and his work at BFB includes packaging, maintaining brewery equipment, and working on experimental beers. After the show, Tim even gave us a tour of the brewery!

For our show topic, we reveal Sean’s “aisle 12 secret” for creating captivating headlines for your copy. We’ll also be discussing some of the 100 greatest headlines ever written. You can find a comprehensive list here. Some of these headlines were written almost a century ago, but they could still be effective in today’s sales copy because they use certain words & phrases that capture our attention like “secret”, “discover” “how to” and “why”. We’ll also be discussing why adding a number to your headline builds curiosity.

We also share some tools you can use for improving your headline like the Emotional Marketing Value Score analyzer. I’ve used this site for years for analyzing email headlines.

Today’s Featured Beers

For today’s brews, we start out with a Leather Britches (5.5 ABV), a dark, rich porter featuring a malty finish and hints of dark fruit and chocolate. We’ll also be trying their Classic Saison farmhouse ale that features authentic Belgian Saison yeast and the finest European two-row malt. You can find a list of BFB’s brews on tap by visiting https://blackberryfarmbrewery.com/taps. Enjoy the show and cheers!

Episode 51: Persuasion in the Wild – Examples of Persuasive Offers That Hooked Our Attention

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

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On this segment, we’ll be discussing some offers that hooked our attention this week and even made one of us click the “buy” button. One of the lessons we share is segmenting your marketing to groups that are known to spend money. Sean shares a great example from a mailing piece he received this past week.

The other example is of a Facebook ad for a golf driver that caught my attention and took me to an incredible sales letter that used many of the examples we discussed during our series on BreakThrough Advertising. This was such a great sales letter, that I pulled the trigger and ordered this driver. The no-risk offer pushed me over the edge. I’ll be sharing exactly what this offer was.

We’ll be breaking down some of the lessons from these two ads on this episode.

Featured Beverage

On this episode, we are still enjoying a Goose Island Bourbon County Stout, a thick 15.2% ABV stout with a nice balance of vanilla, bourbon sweetness and a touch of saltiness. Sean picked up a growler of this beer and it is so good.

Enjoy the episode and cheers!

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