Persuasion by the Pint

Discussing the Art of Persuasion...and Craft Beer

Social Proof

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

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

Podcast: Play in new window | Download

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

Podcast: Play in new window | Download

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

Podcast: Play in new window | Download

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

Podcast: Play in new window | Download

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!

Episode 49: How He Used Persuasion to Become the Host of a Local Emmy Winning Show About Craft Beer

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

Podcast: Play in new window | Download

On this episode, we welcome Matt Archambault to share his story of becoming the host of Brewed In New York, an Emmy award-winning show about the craft beer scene. Matt works at a brewery in Long Island City called Fifth Hammer Brewing Co. and he’s been in the beer scene in NYC for years. He also has a background in acting. What intrigued us about Matt was how he became the host of this local Emmy award-winning show.

While competing with hundreds of others for the part, Matt used the principle of authority to differentiate himself from the rest of the candidates. There’s one thing that Matt’s an authority on – craft beer. You’ll want to hear him share his story as a lesson on how to separate yourself from the competition.

His journey started in a Belgian bistro where a Leffe Tripel changed his world forever. Working in beer bars and brewery taprooms since 2007, Matt’s been an advocate of the state’s burgeoning beer scene, so he was the right guy for a show that features different craft breweries across the state.

You can check out the episode of Brewed in New York by visiting http://brewedinnewyorkshow.com/watch/.

Episode 46: The Four Fundamental Questions People Ask Before Choosing a Product or Service

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

Podcast: Play in new window | Download

On this episode, we are recording from Print Shop Beer Co. in Knoxville, TN. Charles Reece joins us for a few minutes at the beginning of the show to describe the beer we are having – a thick, creamy Peanut Butter Cup Pastry Stout. Oh man, is it good!

For the remainder of the show, we’ll be going over two different books that share a common theme of asking the right questions. The first book is Seducing Strangers by Josh Weltman, co-producer of the popular show Mad Men. This little black book shares some great sales & marketing takeaways. One chapter we’ll be discussing covers the Four Fundamental Questions consumers ask before choosing a product or service. Some are obvious, but so often neglected.

The other book we discuss is The Book of Beautiful Questions: The Powerful Questions That Will Help You Decide, Create, Connect, and Lead. Sean shares some important takeaways from this book on how to ask questions. Success in sales, marketing, and advertising depends not only on asking questions but asking the right questions. And if we want better answers, we need to ask better questions. We’ll be discussing how to ask the right questions to improve decision making and connect with others. Enjoy the episode and cheers!

Pin It on Pinterest

Verified by MonsterInsights