Get Hoptimized Podcast

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Good copy will increase brand awareness and drive sales by helping you tell compelling stories to your customers. To help us understand more about how to write good copy, we invited Cleo onto the show. 

Cleoniki Kesidis is a copywriter with two years of writing experience. She writes vibrant, compelling marketing materials that spark emotion and drive action. Built on storytelling skills and an analytical approach to marketing, her copy turns glances into interest and interest into sales.

She's the founder of CEK Copywriting, learn more at cekcopywriting.com.

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This is a special episode where Kary and I each sit in the "interviewee" seat, fielding questions from one another. All in an effort to shed some light on how brewery finance and marketing are interconnected.

Kary Shumway is a CPA, former CFO for a beer distributor and current CFO for Wormtown Brewery in Worcester, MA.

He has spent the last 20 years using finance to help improve financial results for his beer business. Now, he's helping other craft breweries do the same.

Learn more about Kary and how he can help your brewery with financial training, courses, and coaching at craftbreweryfinance.com 

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Kendra is a mom of 2, photographer and educator. In 2012 she started her first business, Paisley Layne Photography, and everything changed. What started as a hobby alongside her teaching career quickly turned into a successful business. In 2017 she left her teaching career behind to run her photography business and start the Girl Means Business brand + podcast. 
Now she helps people take their business from survival-mode to success-mode using the same relationship marketing strategies that have been the foundations for her business success. 

Learn more about Kendra at girlmeansbusiness.com

Free Resource from Kendra:  girlmeansbusiness.com/emailkit 
One of the best ways to grow your business is with email marketing. If you are brand new to email, this Email Starter Kit will walk you through the 4 steps to get started, along with templates for creating your first lead magnet and welcome series. 

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Cyrus is a Ph.D. in Engineering and AI, and a serial entrepreneur with a great passion and knowledge in building platforms, marketplaces, and social apps over the last 12 years. 

Cyrus and his co-founder, Devid Benoliel, have built a platform for Instagram growth and marketing which has served over 800,000 businesses, influencers, and those aspiring to become influencers.

Currently, Cyrus and his partner are running Ainfluencer.com which is a DIY marketplace for Instagram influencer marketing. They are on a mission to serve micro-influencers as well as small/medium-sized businesses to get the financial freedom they deserve. 

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What if instead of discounting your prices to make a sale, you used value-add incentives? What might that do for your margins, especially when it comes to beer distribution sales? This is an excellent question to unpack because there are a lot of creative ways to win sales without having to hurt your margins. 

Marco Torres is the Founder of MarketingBoost.com, he has helped thousands of business owners worldwide boost sales and scale their businesses by as much as 5-fold through the use of incentive-based marketing. He teaches entrepreneurs how to soar sales & marketing through the use of “Value-Add-Incentives” instead of discounts. His Facebook Group is home to more than 27,000 active business owners who are raking in sales with his advice and amazingly affordable subscription program.

more info here: 
https://marketingboost.com
https://www.linkedin.com/in/6101960marcotorres

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Michael Varda is a super smart guy with a ton of experience in researching behavior on multiple levels. His company, Craft Beer Advisory Services, developed an excellent research report on the consumer behavior of craft beer drinkers during 2021. He's on the show to talk about some of the findings. 

More info about Craft Beer Advisory Services: 
 https://craftbeeradvisoryservices.com/ 

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An eye-opening conversation about humor in advertising with plenty of great stories and ideas for breweries. 

Saul Colt is the Founder and Creative Director at The Idea Integration Company. In his career he has been named as one of the iMEDIA 25: Internet Marketing Leaders & Innovators as well as been called one of Canada’s best community builders and experiential marketers.

He's also a Professional Speaker and Consultant specializing in Word of Mouth Marketing, Stunt Marketing,  Social Media, Customer Experience,  Community Building and Business Courage.

He's hired Bill Morrison (artist for The Simpsons, former EIC of MAD Magazine, director of Futurama) and many of the members of the MAD Magazine creative team to help brands move past their comfort zones and create ad campaigns infused with humor and satire.

Learn more about the MADIdea that is MADvertising - what it is, who's talking about it, the brands that are already on-board, and how to get them to work for you!

https://www.theideaintegration.com/madvertising

https://www.instagram.com/saulcolt/

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A former psychologist, Dr. Chris has been a passionate and pioneering expert in buyer psychology and purchase behavior for more than two decades. In that time, he has interviewed, observed, and shopped along with thousands of consumers to discover the underlying factors that govern purchase decisions and buying behavior across a wide range of product categories — from dish soap to diamonds. 

We had him on the show to give us some insight into how breweries can understand more about their customers and influence their buying behavior - without feeling gross. 

This is an excellent interview to listen to for craft brewery owners, managers, and any small business owner that is interested in improving their marketing. Enjoy! 

If you'd like to learn more about Dr. Chris, check out his website www.thebuycologist.com or find him on LinkedIn: www.linkedin.com/in/drchris

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On January 18, 2022, a bill was introduced that could have a major impact on the way small businesses advertise - including breweries. 

For the sake of argument, let’s assume the bill passed. What kind of changes would actually take place with the way you run ads? 

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What motivates your customers to drink your beer, visit your taproom, or pick your cans off the shelf?

This might appear like a simple question, but the true answers are harder to uncover than you might realize. 

The fact is, buyer motivation is something marketers spend a lot of time and money trying to figure out, and with good reason. Understanding what motivates someone to choose your beer instead of someone else's offers an incredible advantage to your marketing strategy.
 
That's why we invited Ryan onto the show. He's an expert at performing customer interviews in order to understand why people buy stuff. And he's done this for breweries! So we asked him to share his insights with us.

Listen in for an excellent conversation and take notes when Ryan starts talking about questions he asks during interviews.

If you'd like to connect with Ryan:
[email protected] 
https://www.contentlift.io/ 
https://www.linkedin.com/in/ryan-paul-gibson/ 

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For more information on Get Hoptimized, check out our website or follow us on social media.
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