Persuasion by the Pint

This week, we welcome Luke Jorgenson, founder of Lux Sales, to talk about developing sales skills and building a culture that helps people succeed.

Drawing on his background as a teacher, coach, and sales leader, Luke brings an educator's perspective to sales training. Our conversation explores how better coaching and stronger leadership can help salespeople improve—and give talented people a reason to stay.

You can learn more about him at https://lukejorgenson.com.

On this episode, we'll be covering a flight of persuasion topics:

• A comedian created his own production company to get gigs: https://www.instagram.com/reel/DeXL-l8zrhu/?psln=a3lrOW1yaXNiYXdq
• Is the best sales copy a shorter path to buying? Revlon shared results from Amazon interactive video ads with dynamically personalized calls to action - reporting a 9.8× higher click-through and 2× higher branded search versus non-interactive ads, plus 2.6× higher ROAS versus category benchmarks. https://www.marketingdive.com/news/how-revlon-used-amazons-interactive-video-ads-to-drive-outcomes/832462/
• Walmart's chicken purse: your customers may have already written the brief: Walmart explained how jokes about carrying rotisserie-chicken packaging like a purse inspired an actual $5.97 bag. Its executive said the initial 5,000-bag drop sold out online in 90 minutes; social teasing and influencer seeding supported it. https://www.marketingbrew.com/stories/walmart-rotisserie-chicken-social-listening-strategy
• Quality" is not proof: Omaha Steaks gets specific: Omaha Steaks' "No Bull" platform replaces broad quality language with explanations of sourcing, aging, and hand-cutting. The company reported a 46% increase in conversion rates and 130% rise in social mentions after launch - https://www.marketingdive.com/news/inside-omaha-steaks-efforts-to-ditch-marketing-bull-and-attract-gen-z/832062/

On this episode, Matt Goren joins us to discuss AI search. Matt is the founder of RunOctopus, an AI search visibility platform to help companies get found and cited, and we'll explore what that shift means for earning attention, building credibility, and becoming a business AI recommends. Matt is a marketing and growth specialist who builds the systems behind business growth—from advertising and content to AI-powered tools. Matt ran a marketing agency for five years, managing more than $40 million in advertising spend, and has led marketing for brands including Tom's Key, Hungry Bark, and Digital Dream Labs.

Today, Matt helps businesses navigate a new question: When customers turn to AI for answers, will your business show up? You can have your site analyzed at https://www.runoctopus.com.

On this episode, Mark Kapczynski joins the show. He is co-founder of Kontrol Media and author of Everyone Sells: How to Influence Anyone, Anywhere, Anytime. In his new book, Mark draws on neuroscience, psychology, and decades of business experience to explain why selling is really about human behavior and communication, not being pushy or manipulative. Mark also discusses how AI is transforming the way we communicate—and why authentic human connection may be more valuable as a result. You can learn more by visiting https://kontrolmedia.com/everyone-sells-book.

On this episode, Chris Hadnagy joins us to discuss how psychic and fortune-telling scams really work. Chris is the CEO of Social-Engineer, LLC, and the author of five books on social engineering and human communication.

His most recent book is Human Hacking: Win Friends, Influence People, and Leave Them Better Off for Having Met You. He's a professor of social engineering at the University of Arizona and an expert witness in cases involving deception, influence, and fraud.

You can learn more about his work at www.social-engineer.com.

On this episode, Clive Cable joins us. Clive is a veteran direct-response copywriter, persuasion expert, and someone who has spent decades studying what actually causes people to say yes.

His career in persuasion didn't begin behind a keyboard. He started in commission-only, door-to-door sales, where he learned firsthand how people make decisions, what creates desire, and what moves someone from hesitation to action. He later took those lessons into copywriting, generating more than £40 million in sales across a dozen different industries.

He's also the author of Neurocopy, and his work today combines classic direct-response principles with psychology, neuroscience, neurochemical triggers, and artificial intelligence to better understand why certain words persuade while others fall flat.

You can learn more about his work at https://clivecable.com.

On this episode, Kristii Krugel joins the show. She is an experienced international negotiator, specializing in high-stakes facilitation and conflict management. Her adage when coaching others is: "You can be right, or you can get what you came for. Which one do you want more?"

Negotiating begins long before you sit down with your counterpart, and there are simple techniques for each step of the process to ensure you get what you came for, while preserving and even strengthening the relationship (business or personal). We'll be discussing some of these techniques on the show.

You can learn more about her work at https://www.kskcoaching.com/why-work-....

On this episode, we'll debate the most Important skill to develop in the next 10 years. AI is making technical capability cheaper and more accessible, but human connection is becoming scarcer—and therefore more valuable.

In a world where almost anyone can generate a polished proposal, presentation, sales email, or strategy in seconds, the competitive advantage shifts toward the person who can walk into a room, understand what people actually care about, earn credibility, handle disagreement, and persuade.