Persuasion by the Pint

On this episode, we welcome Carlos Tribino to the show. Carlos is CEO of The Machine, a company that builds influential brands with emotional connections. Carlos's claim to fame is turning Juan Valdez into one of Fast Company's 10 most iconic brand characters in history. Some of the brands he helped are Ferrari, Giorgio Armani, MTV, Guinness, WebMD, GiftCards.com, Walt Disney, and Chivas Regal to name a few. You can learn more about their company at https://www.themachine.biz.

In this episode, we cover a flight of persuasion topics. These include: 1. McDonald's Disaster (CEO Big Arch Burger Video) 2. French Fry Cookies (Repackaging) 3. Cold Caking 4. Lowering the Lights Makes You Spend More (Bars and Restaurants) 5. The KitKat Heist 6. Red Bull Guerilla Marketing  7. Pinterest's "Best Thing Online Is a Reason to Get Offline" You can access the show notes with links at https://docs.google.com/document/u/0/...

On this episode, Clay Stafford joins the show. Clay has had an eclectic career as an author, filmmaker, story and creative consultant, actor, composer, educator, public speaker and business leader. He has sold nearly four million copies of his works in over sixteen languages. He is founder and CEO of the annual Killer Nashville International Writers' Conference now in its 21st year, and a contributor to Writer's Digest magazine with his monthly online column, "Killer Writer". In addition, Clay is the founder of Killer Nashville University, a creative learning platform for writers. You can learn more about him at https://claystafford.com.

On this episode, Daniel Murphy of Tradeshow Secrets joins us to share how to maximize your ROI at Tradeshow events. Daniel is an entrepreneur, consultant, high-ticket and sales mentor. With a transformative journey from adversity to triumph, Daniel specializes in achieving high return on ad spend (ROAS) and streamlining revenue generation.  His dedication to mentorship and empowering others has led to significant success stories in various industries. You can learn more by visiting https://tradeshowsecrets.com.

On this episode. Lisa Cron joins us to discuss the brain science that makes really good writing. Lisa is the author of Wired for Story, Story Genius, and her latest book Story or Die. Lisa has worked in publishing at W.W. Norton, as an agent at the Angela Rinaldi Literary Agency, as a producer on shows for Showtime and CourtTV, and as a story consultant for Warner Brothers and the William Morris Agency. Since 2006, she's been an instructor in the UCLA Extension Writers' Program and been on the faculty of the School of Visual Arts MFA program in visual narrative in New York City. Her 7-hour video class Wired for Story can be found at CreativeLive.com. You can learn more about Lisa at http://wiredforstory.com.

On this episode. Kevin Halbert, son of the legendary copywriter Gary Halbert, joins us on the podcast to share stories of his dad and how he's using AI today in copywriting. We also ask the question, "How would your dad have used AI?" if he were around today.

On this episode, Steve Raju joins us on the podcast. He is the author of the new book, "Cognitive Sovereignty: How To Think For Yourself When AI Thinks for You". There are thousands of books about using AI better. Steve's book is different. It's about what AI is doing to you over time - When you still look like you're thinking for yourself, but in reality, the actual thinking stopped happening somewhere around six months ago. You can get your free chapter at https://cognitivesovereignty.io/#notify.

Returning guest David Dutton joins us for another random flight of topics. We'll be discussing an article from the Independent titled "It's not your imagination. Advertising is getting worse – and it might be deliberate". We'll also talk about Chuck Norris' death. Hard to believe because "death once had a near-Chuck Norris experience".  Lastly, we talk about a successful Missoula billboard campaign by a local credit union designed to appear as authentic, handwritten notes from a guy named Ryan. The campaign was so effective that it helped bring in $20 million in new deposits in its first month.

On this episode, Bill Mueller joins the podcast again to talk about "24 Ways to Tell a Story in an Email Without Telling a Story". Bill has been writing story-based emails and email sequences since 2005. His emails have sold millions in digital and physical products, coaching programs, and more in just about every niche. His approach over the years has been simple: People love stories; therefore, use stories to communicate and sell. He's even created a simple, fill-in-the-blank system for writing countless story-based emails that work. It's called the "Story Sales Machine" because all you have to do is plug in the details about your offer, your audience, their objections, and more. You can find his system at https://www.storysalesmachine.com/sto....

On this episode, we welcome Patrick Clark to the show. He's recently written a book, under his pen name Will Camden, called "Confessions of a Professional Conspiracy Theorist". It's the inside story of the conspiracy movement and how belief is manufactured. In the book, Patrick pulls back the curtain on his 30 years in PR, and how he worked to shape what you think, buy, and believe. It describes how he used the same skills and techniques as part of an organised campaign that made you believe in aliens, rebranded the Devil as the Illuminati, and convinced thousands that the government had weaponised lampposts. You can learn more at https://willcamden.co.uk/product/conf....

On this episode, Tiffany Rose Goodyear joins the show to discuss the psychology behind scent marketing. Tiffany is an innovator in the event sector, specializing in creating immersive sensory experiences. She is the founder of Scentex, an event services company that curates and orchestrates custom fragrances for weddings, galas, meetings, and events. We'll be discussing the science and psychology behind scent marketing.

On this episode, we discuss a little-known book called "Obvious Adams: The Story of a Successful Businessman" and compare his simplistic approach to modern-day marketing and advertising, which is all about just getting attention. Also, we discuss some of this year's Super Bowl ads.

On this episode, legendary copywriter Bob Bly revisits the show to share his perspective on AI in copywriting. For 4+ decades, Bob has been writing high-performance direct response copy for IBM, AT&T, Intuit, Forbes, Medical Economics, ITT, and dozens of other smart direct marketers, both large and small, who want to get more leads and sales -- online and offline.   McGraw-Hill calls Bob Bly "America's top copywriter." He has taught copywriting at New York University and is the author of over 100 published books, including The Digital Marketing Handbook and The Copywriter's Handbook.   You can learn more about him at https://bly.com.  

On this episode, Danielle Hughes joins the podcast to share how she helps individuals develop their Genuine Personality Brand. She's been called a wordsmith, a magician, a copywriter extraordinaire, a lifesaver, and a badass. You can learn more about her at https://www.morethanwordscopy.com.

On this episode, Jody Raynsford joins the show. He is the author of the book "How to Start a Cult". After founding an award-winning, cult running podcast and community, Jody discovered a better way to build brands and businesses. His book is an Amazon best-seller and a Business Book Awards finalist. Through his speaking and coaching, he works with businesses to help them achieve cult status by being bolder, building belonging, and attracting a devoted band of followers. You learn more about Jody and grab a copy of his book at https://howtostartacult.co.uk/pint.

On this episode, Bryant Vander Weerd joins us. He is the Founder of Full Pour Media, an award-winning creative agency that specializes in the food and beverage industry. Full Pour Media works with clients both in US and abroad to plan, produce, and execute marketing and promotional strategies Bryant has won three Emmy awards for his work, and Full Pour Media has won 9 Craft Beer Marketing Awards for their work in marketing and storytelling. You can learn more about Full Pour Media at https://fullpourmedia.com.

On this episode, Dawn Apuan joins us to discuss 5 Neurochemicals That Trigger Buying Behavior. Dawn is the CEO of Copy Queens Ink. She's a top copywriter and funnel strategist who helps coaches and speakers "Write Like a CEO" so they can attract premium clients, sell out high-ticket offers, and multiply their impact with powerful messaging using the Voiceprint System. You can check out her custom GPT course at https://profitablecopywriter.com/bbb.

On this episode, we welcome Professor Matthew Bakowicz to the show to discuss the growth of sports betting in the US and how these betting apps hook users by design. Matt is the program director of Sports Business Management at American University's Kogod School of Business, as a guest. Before academia, he managed sportsbook operations for DraftKings at Foxwoods, overseeing more than $400 million in wagers, risk management, and compliance.

On this episode, we'll be discussing seven successful marketing campaigns that have shaped modern cultural norms and consumer behavior.

On this episode, Gasper Crepinsek joins the podcast. He is a former BCG consultant who walked away from a 6-figure corporate career to join the AI revolution. Now he helps entrepreneurs cut soul-sucking work and run their businesses up to 3x faster with AI. He combines his consulting background with hands-on experimentation to help founders work less and create more. Gasper is also the founder of Rebelpreneurs, a movement for people who want to run their one-person business in 4 focused hours a day using AI. The mission is simple: more freedom, less grind. You can learn more about this by visiting https://www.rebelpreneurlab.com/chall....

On this episode, we'll be covering a random flight of topics, including "What Makes Persuasive Messages Stick" and a simple trick to make you more persuasive in conversations, speeches, or presentations.

On this episode, we're diving into the high-stakes side of persuasion—where the goal isn't to sell a product, but to uncover the truth. Our guest, Mark Anderson, is a science-based investigative interviewing expert who trains professionals across law enforcement, HR, and compliance on how to navigate the toughest kinds of conversations—the ones that deal with accountability, job loss, or even criminal consequences. We'll explore how persuasion works when the stakes are personal and the outcomes painful, why listening—real, active listening—isn't just a soft skill but the foundation of ethical influence, and what business leaders can learn from investigative interviewing when it comes to leading with trust and integrity. You can learn more about Mark by visiting https://andersoninvestigative.com.  

On this episode, we welcome Michael Halcomb to the show. Michael is a professor, comedian, author, and former debate coach. We'll discuss the role of humor in persuasion. You can check out Michael's podcast at https://www.michaelhalcomb.live.  

On this episode, we'll talk about "love triangles" and how brands use them in advertising to strengthen their relationship with customers while weakening the connection with competitors.

The Robert Collier Letter Book is a treasure chest for any copywriter. It's one of the most practical, psychology-driven books ever written on persuasion through the written word. On this episode, we'll be discussing 5 of the most valuable takeaways for persuasive copywriting. You can grab your copy of the Robert Collier Letter Book at https://amzn.to/46Wf5LQ.

On this episode, we welcome John Bejakovic. He is the author of the book "10 Commandments of Con Men, Pickup Artists, Magicians, Door-to-Door Salesmen, Hypnotists, Copywriters, Negotiators, Political Propagandists, Stand Up Comedians, and Oscar-Winning Screenwriters". John writes about copywriting, direct response marketing, and his love for the books and screenplays of William Goldman. If you're curious about these topics, check out John's books on Amazon, or sign up for his free email newsletter at bejakovic.com.

On this episode, we'll be discussing the 6 Scarcity Levers That Attract Affluent Buyers. We'll talk about luxury brands that limit availability and create barriers to entry to build a higher perceived value.  

On this episode, we welcome "Doberman Dan" back to the show. He is a 30-year serial entrepreneur, direct response marketer, and copywriter specializing in creating insanely fast profits for himself and other small business owners worldwide. On this episode, we'll discuss the decline of Facebook ads and the resurgence of direct mail advertising. You can learn more about Doberman Dan at https://www.dobermandan.com.

On this episode, we welcome Winn Schwartau, author of the new book The Art & Science of Metawar: How to Coexist With AI-Driven Reality. Winn has spent decades studying how technology shapes human behavior and decision-making. One of his most compelling areas of expertise is how social media advertisers deliberately use dopamine-triggering tactics—likes, shares, endless scrolls, and micro-rewards—to keep us engaged, addicted, and persuaded without realizing it.

On this episode, data scientist Jonathan Adams joins us to discuss copywriting, email marketing, AI, and more. Jonathan will share some email marketing tips, including the number one trick you can use right now to crank up your email open rates by 6X. You can learn more about Jonathan's work by visiting https://measurableadvertising.com.

On this episode, we tackle a flight of persuasion with topics like Liquid Death selling Ozzy's DNA, Burger King's brilliant strategy for more in-app engagement, and finally... does AI have a sinister side it's hiding from us?

On this episode, we welcome Enrico Faccioli to the show to discuss how AI voice technology is being used in social engineering attacks. Voice, speed, prompts, and background noise are making AI more persuasive and harder to distinguish from people you may know and trust. His company Vishr.AI, uses voice AI agents to test and train employees against these attacks.

On this 400th episode, David Dutton and Ben Blackmon join us to discuss how certain retail brands methodically turn casual shoppers into fanatics by employing persuasion principles such as scarcity, social proof, and commitment & consistency.

On this episode, we welcome Alison McBain to the show. In 2024, Alison pursued a project called "Author Versus AI," where she wrote a book a week, using no AI at all (resulting in 34 books in total). She'll share her own story, and how anyone can write a book in a week without using AI. You can learn more about Alison at https://www.alisonmcbain.com.

AI is fundamentally changing how content is discovered, processed, and presented through AI platforms and AI-powered search. On this episode, copywriter Scott McKelvey joins us to talk about writing content to show up in AI-generated answers, summaries, and overviews. You can learn more about Scott and read some of his work by visiting https://www.scottmckelvey.com.

AI is increasingly adept at persuasion, leveraging personalized messaging and real-time psychological profiling to influence individuals. On this episode, Todd Goodwin, a Board Certified Hypnotist, joins us to discuss how humans could steer AI to manipulate vulnerable (most) people to act against their self-interest. Todd is among the few hypnotists (only 1 in 500) to earn the title "Board Certified Fellow" from the National Guild of Hypnotists. He is also a Master Practitioner of NLP.

On this episode, we'll wrap up our discussion of the Puppet Masters Bible by Tom Walker.

On this episode, we'll be discussing the book "The Puppet Masters Bible" by Tom Walker. Our brain is a predictable machine. It operates on patterns, and when you know how to disrupt those patterns, you can reprogram it. That's where neuroscience-backed manipulation comes in. It's nothing new, but we'll be discussing some of our biggest takeaways from reading it.

In this episode, Dave Dutton joins the podcast to talk about marketing and what he would do if he were starting a business today with no money. We also try building an app with A.I.

In this episode, we'll discuss a variety of topics, including Hooters' rebranding, a subtle but clever Mercedes ad, emotional marketing for nonprofits, and how to generate more business for your local restaurant.

On this episode, Len Foster, author of the book WonderWords: Simple Words For Influence And Persuasion. Len is an author and business consultant specialising in customer acquisition and retention through referral marketing and customer experience. Over the years, He's written and published several successful books, bringing real, hands-on experience to the table. His mission is simple: to help businesses attract clients and turn them into loyal advocates.

On this episode, we welcome Gavin Stone, author of the bestselling book How to Tell if Someone is Lying. Gavin served as a security and intelligence covert specialist. He has over 20 years of applied experience, globally deployed by government organizations such as the British Ministry of Defence, corporations, and ultra-high-net-worth VIPs.

We'll discuss these hidden risks with Brady Dahmer, author of the new book "Blindspots".

On this episode, Nika Kabiri joins the show to the real drivers of consumer choice. Nika has spent 25+ studying decision-making, with 15 of those years in consumer insights. She has taught Decision Science at the University of Washington, and her expertise in decision-making has been featured in the Wall Street Journal, the Washington Post, Time, Forbes, Inc., Fast Company, MarketQuest, Gizmodo, and more.

Interview with Russ Ruffino, Founder & CEO of Clients on Demand.

Interview with David Dutton.

On this episode, we'll discuss how to turn words into magic using the example of J. Peterman and others who've turned "ordinary stuff" into high-margin products.

Interview with Matt Rouse - Author of "Will AI Take My Job"

Can AI Increase Conversion Rates? Interview with Matthew Stafford.

On this episode, we'll be discussing a book that is being hailed as the modern-day "How to Win Friends and Influence People". It's called "The Science of Likability".