Persuasion by the Pint

Discussing the Art of Persuasion...and Craft Beer

Social Proof

Episode 67: Why You Should Stop Advertising to Your Ideal Customer

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

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On this episode, we’ll we discussing Roy Williams classic adverting book Secret Formulas of the Wizard of Ads. The book was originally published in the late ’90s but as you’ll hear from our discussion, the principles are just as important in today’s social media climate where getting your customer’s attention is even more challenging.

One of the key takeaways we’ll be hitting on is Why You Should Stop Adverting to Your Ideal Customer. Sounds counter-intuitive right? We’ll also be sharing a secret of adverting from one of the most famous architects Frank Lloyd Wright.

Feature Beverage

Sean brings out the heavy guns with a Founders KBS bourbon barrel-aged chocolate coffee stout. With a 12.2% ABV, this dark stout is brewed with a hint of coffee and vanilla then aged in oak bourbon barrels. When we say dark, we mean pitch black with a nice tan head. It has a familiar taste of coffee and chocolate notes. Highly recommended for stout lovers.

I’m having a Country Boy Survive from Country Boy Brewing (queue up some Hank Williams Jr.). It pours a clear golden color with a frothy white head. Has a nice balanced flavor of light fruits, pale & sweet malt.

Episode 65: How Visual Imagery is Used to Persuade & Influence Jurors in the Courtroom

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

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This week, we welcome Thomas O’Toole on our show to discuss a fascinating topic – “how jurors are influenced in the courtroom through the use of visual imagery”.

Tom is the president of Sound Jury Consulting, a company that works collaboratively with attorneys and general counsel around the country. Tom has practiced across the nation for over fifteen years in nearly every litigation type. His cases have been featured in the New York Times, Wall Street Journal, and Washington Post, and have been the subject of feature films and documentaries. He’s also co-authored the book Jury Selection Handbook and is the host of the popular podcast, The Sniper Defense.

On this episode, we’ll be talking about how jurors are influenced in the courtroom using color and orientation to evoke positive and negative feelings about particular issues. Research has consistently shown that visual presentations drastically increase attention, comprehension, and retention. In fact, you can see some examples of the graphics his company has created here.

We’ll also be referencing an article that Tom wrote called 10 Practical Strategies for Changing Jurors’ First Impressions.

Featured Beverage

For this episode, I’m having a Cerveza Mexican Lager from Yee-Haw Brewing Co. It’s a light Mexican lager that pairs nicely with tacos, and who doesn’t like tacos.

Sean is working his way through his variety pack of Shiner with a Shiner Premium Beer. It’s a crisp, bohemian-style lager that was first brewed in Shiner way back in 1909. 

Enjoy the episode and cheers!

Episode 63: The 3 Biggest Secrets to Hypnotic Writing and How to Control the Command Center of Your Prospect’s Mind

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

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On this week’s episode, we spend some more time talking about hypnotic writing and influence. We’ll be wrapping up our discussion of Joe Vitale’s book Hypnotic Writing by sharing the 3 Biggest Secrets to Hypnotic Writing.

We’ll also be discussing one powerful Jedi writing trick to overcome your prospect’s biggest objections … and why you should pick up a comic book if you want to write persuasive hypnotic sales copy.

Beverage of the Week

For this episode, we both bring some oatmeal to the table. Great minds do think alike! Oatmeal is a popular ingredient in stouts and porters & Sean is having a Convict Hill Oatmeal Stout from Independence Brewing Co. This one wins on artistic creativity alone. It’s deep brown, almost black with a rich dark tan head & an 8% ABV.

My oatmeal brew is a Chocolate Oatmeal Porter by Blue Pants Brewery in Madison, AL. It’s brewed with oat malt and two kinds of chocolate malt. Despite the chocolate though, it’s not as sweet as I expected. Overall a smooth porter with a 6% ABV and only an 18 on the IBU scale.

Episode 62: The Far-Reaching Influence of JFK’s Moon Speech – Interview with Human Behavior Expert Steven Keyl

Commitment and Consistency, NLP, persuasion, Podcasts, Social Proof, Storytelling

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On this episode, we’ll continue our discussion of JFK’s historic moon speech by talking with human behavior expert Steven Keyl.

Steven has spent the last 20 years working in the United States Intelligence Community (IC) where his services are still employed by several well-known “three-lettered agencies.”  His insights come directly from his time working for the U.S. Government, where his diverse work situations allowed him the opportunity to hone the skills of understanding, connecting with, and influencing others.  

Steven is the author of the book The Human Whisperer which discusses the art of understanding, connecting with, and influencing others. 

On our show today, Steven shares how the far-reaching influence of JFK’s moon speech was due to a few factors: 

  • Kennedy tapped into the unbridled optimism of the early 60’s.
  • He tapped into our fear of the Russians and our desire to maintain technological superiority.
  • Kennedy’s choice of emphasis and his use of contrasts made the speech even more memorable.

You will recognize some of the key principles of influence in this speech in our discussion with Steven. You can learn more about him and his work by visiting http://www.stevenkeyl.com. You can grab a copy of his book The Human Whisperer here.

Featured Beverage

On this episode, we’ll continue with our previous beverages – for me, it’s the gluten-free Daura, and for Sean, it’s the Pilsner Urquell from the Czech Republic. Enjoy the show and cheers!

Episode 59: How Movie Trailers Are Used to Persuade Us – Interview with Chris Stasiuk

persuasion, Podcasts, Social Proof, Storytelling, Uncategorized

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Have you ever been persuaded to see a movie after watching the trailer for it? This week, we welcome Chris Stasiuk on the show for a great discussion on the power of movie trailers, and how they can influence us to go see a movie or buy a product. Chris is the founder & creative director of Signature Video Group, a full-service video agency based in Toronto. They help some of the world’s top brands entertain, educate and inspire with video.  Chris will be sharing how his company uses short films to engage audiences and attract customers for their clients.

Here is a sample of the work Signature Video Group has done for clients:

Drawing Heroes
https://www.signaturevideogroup.com/portfolio/ken-lashley-on-drawing/

You can also follow them on the following social media channels:

Featured Beer

Sean is having a smooth Vanilla Porter from Breckinridge Brewery. I’m enjoying a Bavarian Hefeweizen from Yazoo Brewing Co. The 5% ABV beer has been a gold and bronze winner at the Great American Beer Festival.

Chris our guest is having a Fat Tire Amber Ale from New Belgium.

Enjoy the episode and cheers!

Episode 56: The Art of Crafting and Selling a Really Good Beer – Interview with Tom Moench

Branding, persuasion, Podcasts, Social Proof, Storytelling

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This week we welcome Tom Moench on the show to share his 40 years in the craft beer industry. Tom is the founder of Orange Blossom Brewing Company and he’s seen it all since the early days of making his first homebrew recipe right out of his garage. When Tom was 18 and not old enough to buy beer, he bought the ingredients and started brewing. He experimented for quite some time before deciding to sell his orange blossom pilsner, now his brand’s signature beer. 

He is a complete beer nerd and after selling his successful craft beer distributorship and winning several awards for Orange Blossom Pilsner, he decided to take his production to a larger scale in 2007.

On this episode, Tom will not only be sharing his story but we’ll get into some craft brew lingo like the International Bitterness Units scale (IBU), a good indicator of how beer tastes, and the art of balancing the sweetness with the bitter when it comes to brewing.

Tom will also share a great marketing lesson on making your product stand out in an ever growing crowded market. You can find out where their beers are located by visiting https://orangeblossombrewing.com/store-locator.

Enjoy the episode and cheers!

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