Episode 54
The Art of Storytelling and Whiskey Tasting with Paul Boomer
Leah Bumphrey and Dennis Collins host Paul Boomer for an engaging discussion on storytelling, whiskey tasting, and marketing insights. Paul shares personal stories, including a remarkable Corvette giveaway and his journey in whiskey sommelier training at the Wizard Academy. This episode highlights how to beautifully merge storytelling with business marketing, making for a captivating listen.
00:00 Welcome to Connect and Convert
00:58 Introducing Producer Paul
02:05 The Whiskey Sommelier Journey
03:53 Whiskey Marketing School Insights
06:42 A Personal Story with Whiskey
09:56 The Corvette Giveaway Adventure
17:43 The Power of Storytelling
18:34 The Power of Sensory Marketing
18:53 Nostalgic Memories and Smells
20:30 The Science Behind Smell and Memory
21:57 Guess the Price of Whiskey
24:31 The Influence of Presentation
26:24 The Storytelling Experiment
34:05 The Value of Storytelling in Marketing
36:17 Final Thoughts and Farewell
Transcript
Hi, everybody, welcome to another episode of connect and convert.
Speaker:The sales accelerator podcast, where small business owners come to find
Speaker:out those behind the scenes secrets to growing their business faster than ever.
Speaker:Hey, Leah, Leah Bumfrey, my partner in crime.
Speaker:Hey Dennis, how you doing?
Speaker:Good to see you.
Speaker:I just enjoyed a lovely vacation as we're recording this in your country in Canada.
Speaker:I want to come back, Leah.
Speaker:I miss it.
Speaker:I've been, I've been looking at what the locals had to say and
Speaker:you're welcome to come back.
Speaker:They're pretty happy to have you and your American dollars up here.
Speaker:Yeah, they were.
Speaker:They didn't even put me in jail or anything.
Speaker:So I'm, you know, I came back unscathed and very happy.
Speaker:So I'm all fresh off of vacation.
Speaker:This is our first recording after vacation.
Speaker:And boy, is this going to be something special for our viewers and listeners?
Speaker:Yes.
Speaker:Because today we have a guest and it's not just any guest.
Speaker:Now, if you're a frequent flyer here on our podcast, you've.
Speaker:Seen this gentleman, and you've heard him many times before, because he usually
Speaker:pops in and has a brilliant piece of information to add to our podcast.
Speaker:His name is producer Paul.
Speaker:Howdy is.
Speaker:Paul Boomer.
Speaker:Paul is not only our producer, he is our business partner, and most
Speaker:important of all, he is our friend.
Speaker:And we are delighted, delighted to have him as our guest today, because,
Speaker:as you all know, who are frequent listeners and viewers, Paul Boomer.
Speaker:We are sponsored by wizardacademy.
Speaker:org, okay?
Speaker:And there's something very special going on at wizardacademy.
Speaker:org that doesn't seem to fit, okay?
Speaker:It's there, it's working, but a lot of people say What?
Speaker:What is that all about?
Speaker:Well, it just so happens, Mr.
Speaker:Paul Boomer is a whiskey sommelier.
Speaker:Yeah, not a wine sommelier, a whiskey sommelier.
Speaker:And he got that designation from none other than the Wizard Academy.
Speaker:So he's here today.
Speaker:He's going to tell us some stories.
Speaker:You know, we love storytelling, don't we, Leah, on this podcast.
Speaker:Storytelling.
Speaker:Well, I think we're going to have a masterclass today from none other than
Speaker:producer, Paul, Paul Boomer, take it away.
Speaker:Howdy.
Speaker:Um, yeah, so, so I, I do ask that you be a little gentle with me
Speaker:because I am doing multiple things.
Speaker:You know, switching cameras and doing audio while also doing
Speaker:the storytelling and such.
Speaker:And so please forgive me if I do and click the wrong buttons.
Speaker:And you have set the bar so high.
Speaker:We have huge expectations.
Speaker:I mean, you're, you, you know, you're the most capable person I know.
Speaker:So I'm not worried one bit.
Speaker:Well, well, well going, going along that capability, which I appreciate that is
Speaker:very generous of you to say is the fact that yes, I am a need a whiskey sommelier.
Speaker:And I have this, this beautiful.
Speaker:Medallion.
Speaker:Now, it's not folks.
Speaker:There we go.
Speaker:There it is.
Speaker:Prove it.
Speaker:Right now.
Speaker:Is that like the gold medal from the Olympics?
Speaker:You know, it's probably heavier than that because it is solid brass and you know,
Speaker:every time we talk about whiskey and we deal with this and so I just, we must as a
Speaker:whiskey sommelier put it around her neck.
Speaker:Okay.
Speaker:And I'm going to stand up and yeah, so here we go.
Speaker:Now this thing is heavy.
Speaker:I mean, it's like, that's impressive.
Speaker:Yeah.
Speaker:And you really can't see me.
Speaker:There we go.
Speaker:So we kind of, you know, walk, walk, walk around like a hunchback, but there are
Speaker:in whiskey marketing school at the wizard Academy, there are five levels of training
Speaker:and it's, it's done in such a way that.
Speaker:You go through like school, like whiskey, 101, you know, 201, 301, 401 and 501 and,
Speaker:and each one, they talk about how to, obviously the basics about, about whiskey.
Speaker:How does it, you know, how do you make whiskey?
Speaker:Uh, what are all the labels?
Speaker:What do they actually mean?
Speaker:They talk about, um, okay, how do we actually make it and how do we create it?
Speaker:Create the the menu and such and then they talk about okay What about pairing
Speaker:with foods and chocolates and candies and all this stuff and then at the very
Speaker:end on level 5 it is you are basically running a distillery by yourself and They
Speaker:are showing you and teaching you all the things that go involved that are involved
Speaker:with whiskey making now The thing that a lot of people don't know, don't realize.
Speaker:And now I have the sun in my eye.
Speaker:Sorry about that.
Speaker:Not a really good producer there.
Speaker:Um, I think that that's the divine light on the subject.
Speaker:I was going to say that's a sign Paul.
Speaker:That's
Speaker:that's just an annoyance.
Speaker:Um, I've got my blinds up anyway.
Speaker:Um, is it's not just about whiskey.
Speaker:It's not just about, Hey.
Speaker:How do you make whiskey?
Speaker:What are, what are the things about whiskey?
Speaker:And it's more about storytelling.
Speaker:It's about how do you market, go figure.
Speaker:How do you market your services or the whiskey that you're making?
Speaker:Selling, or as a sommelier, which is simply a person who shepherds
Speaker:somebody into another realm.
Speaker:My job as a sommelier is to simply say, Hey, Leah, now I know you're a,
Speaker:you're a hardcore whiskey drinker.
Speaker:I mean, you have the whole, whole month.
Speaker:I don't want to disclose that here, do we,
Speaker:I can go in so many different directions with that.
Speaker:I'm not going to.
Speaker:Um, I know.
Speaker:But it's, it's, it's asking questions.
Speaker:It's it's Hey, Leah, what do you, what do you like to, what do you like to eat?
Speaker:Let me help you find.
Speaker:Your, your favorite whiskey, which by the way, there is
Speaker:no best whiskey in the world.
Speaker:It's the whiskey that you like to drink the way you like to drink it.
Speaker:That's the best whiskey.
Speaker:I like that.
Speaker:I like that.
Speaker:You know, it's not about, well, I'm going to be a snob and I'm going to
Speaker:tell you, no, it's not that it is.
Speaker:Let me shepherd you into the world of whiskey because it's amazing
Speaker:when you really think about it.
Speaker:I like the word you just use shepherding.
Speaker:That's very interesting.
Speaker:Yeah.
Speaker:It's a powerful thing.
Speaker:And.
Speaker:I recall, actually, when I graduated from Whiskey 1, I'm
Speaker:only a level 1 Whiskey Sommelier.
Speaker:Uh, so there's five levels and I had only one.
Speaker:Only one.
Speaker:Yeah.
Speaker:So, you know, I had the pleasure.
Speaker:This is actually my father's, uh, uh, medallion.
Speaker:You see my, my, my dad, he, uh, brilliant man.
Speaker:And he, I was gonna say he graduated , he graduated from working, he
Speaker:retired from, uh, from his job and my family and I, oh, you can graduate?
Speaker:Yeah.
Speaker:That's cool.
Speaker:And my family and I were going, okay, what do we get?
Speaker:This man who has basically everything.
Speaker:I mean, if he wanted it, he would build, he wouldn't buy it.
Speaker:He would build it.
Speaker:And, and, uh, so what do we get this guy?
Speaker:And I said, well, you know, he likes, he loves wine and well, you know, let's
Speaker:let's just try this whiskey things.
Speaker:He's had some and he's enjoyed it.
Speaker:And so he and I took the class together.
Speaker:Oh, that's great.
Speaker:And I, you know, there was, there's, you go into the whiskey marketing school,
Speaker:uh, typically as somebody who is in the field already, who is a bartender
Speaker:or an owner of a store or whatever, just to learn, okay, how do I do this?
Speaker:I just went there.
Speaker:For fun as did my father.
Speaker:And so I have his, because unfortunately depression got ahold
Speaker:of him and he's no longer with us.
Speaker:So I carry this around with me and we're not, I don't actually carry it
Speaker:because it's heavy, but I have it in my office just as kind of a reminder
Speaker:of the fun that we had over those days.
Speaker:Those two, what a great story.
Speaker:That's that's a great story in itself.
Speaker:Oh yeah.
Speaker:Thank you.
Speaker:And
Speaker:it allows me to recall some, some things of my past and such.
Speaker:But the thing that I recall the most is when I was asked, okay, boomer junior.
Speaker:Well, I'm not junior, but you know, boomer.
Speaker:Yeah.
Speaker:Anyway, and, uh, my, okay, who's the boomer?
Speaker:It's me or Dave.
Speaker:Um, is the fact that, okay, it's your turn to come up and tell a story.
Speaker:I'm like, okay, well, that's, this is part of the gig, right?
Speaker:You have to tell stories.
Speaker:And so I went up there and I said, 70, 78 and 72.
Speaker:78 and 72
Speaker:and
Speaker:let me ask you this, especially Leah, you, well, no, I'm actually going to talk
Speaker:about, talk to a good friend, Dennis here, because he and I've had this conversation
Speaker:a little bit and uh, You know what it's like to drive in an ice storm, right?
Speaker:I vaguely remember that.
Speaker:Yeah.
Speaker:Yeah.
Speaker:I recall you going up north to, to, uh, Leah's neck of the woods once.
Speaker:I think I've been up there many times in the winter.
Speaker:Yes.
Speaker:Yes.
Speaker:And you, you complaining about home and how driving and trying
Speaker:to break in an ice storm.
Speaker:Right.
Speaker:Oh yeah.
Speaker:Yeah.
Speaker:You know what I'm talking about?
Speaker:Breaks don't work on the ice.
Speaker:I found out.
Speaker:No, they don't.
Speaker:And in my past life, I was the Promotions and Event Marketing Director of a cluster
Speaker:of radio groups here in mid Missouri.
Speaker:And we were giving away a 1978 white Corvette.
Speaker:Hmm, cool.
Speaker:And I was actually talking to my daughter the other day because she's Not quite of
Speaker:the driving age, but she's getting there.
Speaker:So I'm kind of starting to prep her and such.
Speaker:And I told her
Speaker:I hit 122 miles an hour on this exact road.
Speaker:And, um, I kind of explained a little bit about, yeah, I was in a Corvette.
Speaker:It was this exact Corvette.
Speaker:Nobody else knows that now, except for now the whole world.
Speaker:And, uh, there's a statute of limitations, right?
Speaker:Yeah, you're okay.
Speaker:You're well beyond that.
Speaker:Good, good, good, good.
Speaker:And, uh, so it was the day that we were giving it away.
Speaker:It's a Corvette.
Speaker:Again, it's not mine.
Speaker:It's not the radio stations.
Speaker:It's a winner who has been begging and, and, you know, desiring
Speaker:this vet when having on display for the past six weeks, I think.
Speaker:And it was time to bring it to the Blue Note, which is a
Speaker:concert, an indoor theater.
Speaker:They have concerts there.
Speaker:They have mostly concerts.
Speaker:And actually Daniel Whittington, who is the chancellor of.
Speaker:Wizard Academy and also the gentleman who designed the whiskey marketing school.
Speaker:He's actually played in the blue notes.
Speaker:So when I said the blue note, he went, what?
Speaker:He knew exactly what It's former life as a musician.
Speaker:Yes.
Speaker:Yes.
Speaker:His form.
Speaker:Well, yes.
Speaker:And so that night it was time to drive this vet to the blue note and
Speaker:the stage is, uh, about 60 feet long by maybe 30 feet deep and in the
Speaker:back there is a doorway to get in.
Speaker:Items in well, two hours before the event started, this vet had to be there.
Speaker:Well, an hour before that, it started to snow
Speaker:and then it's went back and forth between snow and sleep, snow and sleep.
Speaker:A vet is a real rear wheel drive,
Speaker:which is fun.
Speaker:I'm just going to say.
Speaker:Yes, I agree.
Speaker:I have a Jeep.
Speaker:I have a Jeep, and, and well, the fun we have with that too.
Speaker:Um, but driving on ice, Yvette has its challenges.
Speaker:well, I actually get it to the, the, the location.
Speaker:I'm in charge of this thing.
Speaker:I get to the location and then I pull in the back of, of the blue note and
Speaker:look around and go, okay, so those are tho, tho those are the doors.
Speaker:I have to get this thing through.
Speaker:What were the numbers I said of you a few moments ago?
Speaker:72 and 78.
Speaker:Right.
Speaker:Well, this door was 78 inches wide.
Speaker:Yeah.
Speaker:The vet is 72 inches wide.
Speaker:Oh, do the math.
Speaker:Oh, uh, even my stupid math brain can figure that one
Speaker:out.
Speaker:That's not a lot of clearance.
Speaker:Clearance.
Speaker:Don't call me clearance.
Speaker:And, and so thankfully I have no idea how, but I got that sucker
Speaker:in there while sliding around, no dent, no touching anything.
Speaker:Plus, by the way, they have.
Speaker:About eight feet into the, into the door, there is a fly system,
Speaker:which is a bank of weights and an immovable object with sharp edges.
Speaker:So if you bump into that thing, it's going to dent that it will make a mark.
Speaker:It will make them.
Speaker:Yeah.
Speaker:So I do like an eight point turn to finally get this thing in there
Speaker:because I, I backed it in and then it made me, me, me, me, me, me, me.
Speaker:Oh my God.
Speaker:And we gave the sucker away.
Speaker:Finally, it, it was done.
Speaker:I no damage done the driver, the winner came up.
Speaker:He was all excited.
Speaker:And of course he asked me, can you get it out?
Speaker:Nope.
Speaker:You're on your own, my friend.
Speaker:It's all yours.
Speaker:That's all yours.
Speaker:I'm done.
Speaker:That's that's when it went.
Speaker:But later on the, the, uh, the owner of the blue note comes down.
Speaker:Actually from, from his office, which is way up in the bleachers or not bleachers,
Speaker:but the upper section, whatever.
Speaker:And he said, mother, you deserve a whiskey.
Speaker:I've never had whiskey before ever.
Speaker:Really?
Speaker:No.
Speaker:Yeah.
Speaker:I've never had.
Speaker:And I was just of the age.
Speaker:And so he poured me.
Speaker:What I consider the most wonderful tasting whiskey.
Speaker:And it's, it is still one of my favorites and it is also
Speaker:one of my father's favorites.
Speaker:There's no coincidence.
Speaker:In terms of me telling a story or shepherding him into it, he
Speaker:just really, really likes it.
Speaker:So I, you know, I don't know, but it is
Speaker:an amazing whiskey that is made in Scotland.
Speaker:I'm a Scotch kind of guy.
Speaker:There's there's whiskey is from Japan, from the U S from Canada, from, uh,
Speaker:India, of course, from Scotland, all over the world, everybody makes whiskey.
Speaker:But this is, this specific one was, is from Scotland and it's an Islay,
Speaker:which is known for their smokiness.
Speaker:What some people would say, um,
Speaker:iodine tastes like iodine.
Speaker:That's what some people say.
Speaker:But what's amazing about this stuff is it is the Lottie, Lottie,
Speaker:Brooke Lottie, the classic Lottie.
Speaker:Classic Lottie.
Speaker:The classic Lottie.
Speaker:I just call it the Lottie.
Speaker:How do you say it again?
Speaker:Classic Lottie.
Speaker:Lottie.
Speaker:Yeah.
Speaker:Now this stuff is not, and I'm pouring it and here, let me, let me,
Speaker:let me hit the little button here.
Speaker:Hold on.
Speaker:I got the button.
Speaker:It's got to find the button.
Speaker:Where's the button button button.
Speaker:Where's the button.
Speaker:There we go.
Speaker:Publish.
Speaker:Here we go.
Speaker:So this stuff is wonderful.
Speaker:Is there a certain way to pour it?
Speaker:I mean, is that no.
Speaker:Okay.
Speaker:No, that's pretty.
Speaker:And
Speaker:okay.
Speaker:You guys just talk.
Speaker:I'm just going to sit here and relax and enjoy you guys talking.
Speaker:Cause you guys, I guess, well, I guess we're done now.
Speaker:Yeah.
Speaker:Yeah.
Speaker:We're done.
Speaker:So we can talk about something else.
Speaker:Yeah, your video's gonna be rather interesting, uh, from here
Speaker:on out, uh, . Sorry about that.
Speaker:Um, so, but just to confirm your story, that's the liquor,
Speaker:that's the whiskey, I should say.
Speaker:The whiskey that you were given as a reward for getting that vet in that space.
Speaker:Yes.
Speaker:Because you very impressed this, this is to this day that has remained.
Speaker:A favorite, not only because of the Corvette, but ties to your
Speaker:dad and all kinds of cool ties.
Speaker:Yes.
Speaker:And here's the thing is one of the things now, this is, this is not the Lottie.
Speaker:I'll talk about this here in just a moment.
Speaker:Um,
Speaker:where's I going with this?
Speaker:Oh, yes.
Speaker:So there's a remarkable thing about our brains and comes to storytelling.
Speaker:Yes.
Speaker:So I want you both to close your eyes for just a moment.
Speaker:And think about Christmas time
Speaker:and Leah, tell me what's, what smells, what aromas come up for you?
Speaker:Christmas, it's cloves and cinnamon, and we always have a real tree,
Speaker:meaning you can just smell that pine and there's a crackle.
Speaker:We don't have a fireplace, but we crackle a certain kind of a
Speaker:candle that has a wooden wick.
Speaker:So there's that.
Speaker:And then there's a smell associated with opening the front door
Speaker:and the coldness rushing in.
Speaker:And I know coldness doesn't have a smell, but it does.
Speaker:It does.
Speaker:It does.
Speaker:You're absolutely right.
Speaker:Actually it does what you're taught that in marketing school
Speaker:that Sounds, colors, shapes.
Speaker:They all have a taste.
Speaker:They all have a smell.
Speaker:We may not be able to explain it, but it does exist.
Speaker:Now, Dennis, what came to your mind?
Speaker:I can't say no.
Speaker:No, I'm teasing.
Speaker:I'm teasing.
Speaker:I'm just trying to be a jerk.
Speaker:I'm got to stay with my character.
Speaker:What do I come to my mind?
Speaker:Um, hot chocolate.
Speaker:My mother used to make that.
Speaker:For us on Christmas morning.
Speaker:Um, I also, the cinnamon, I have that strong cinnamon sense.
Speaker:Leah, you brought that up.
Speaker:I love cinnamon.
Speaker:So I had a hot chocolate with cinnamon and the tree you're, you're right
Speaker:about that tree, you know, there wasn't even such a thing back in
Speaker:my early childhood as fake trees.
Speaker:I don't think those even existed.
Speaker:Everybody had a real tree and they smelled great.
Speaker:Uh, I had that smell, uh, the smell of, uh, some of the gifts, you know, the
Speaker:gifts are all laid around the tree and as they open, you know, they're new, you
Speaker:know, the smell of something new you ever smell, you know, something new just smells
Speaker:differently than like a new car or not that I ever got a car for Christmas, but
Speaker:there's the plastic and it's the plastic.
Speaker:I don't know.
Speaker:I agree.
Speaker:I love that smell.
Speaker:I don't know what it is, but there is a distinct, just like you say,
Speaker:there's a smell to the, uh, cold.
Speaker:There's a smell to those packages and the unwrapping of packages.
Speaker:And, um, and, and, and those are some of the main ones.
Speaker:So as a storyteller, what you need to remember is the fact
Speaker:that our brains are designed in such a where our sense of smell.
Speaker:The process of, well, the, the, the area that processes smell
Speaker:is the closest sense of the five senses closest to the amygdala.
Speaker:And because of that, we tie as human beings, we tie smells to memories much
Speaker:faster than any other sense that we have.
Speaker:Interesting.
Speaker:So if I'm able to bring out.
Speaker:Talk and, and share smells with you.
Speaker:I'm better able to understand, ah, I have the whiskey for you, or, ah,
Speaker:let me take you in this direction of storytelling, or whatever it may be,
Speaker:because I can tie it back to your memory because again, it's, it's an
Speaker:immediate Remi reminder of it years past.
Speaker:Hmm.
Speaker:So remembering that by itself, that is something that you
Speaker:learn in whiskey school.
Speaker:It's how the brain works and how smells work because let me
Speaker:tell you what I have with this.
Speaker:It has a distinctive smell.
Speaker:In fact, you were talking about it and um, you're talking about the cinnamon.
Speaker:This specific one has a lot of cinnamon in it, at least to me.
Speaker:Now I do have a question.
Speaker:How much do you think this, this bottle is worth?
Speaker:Just, just, just, just this, this little bet bit.
Speaker:What's the, uh, I'm just, I'm just sipping here going just a moment here.
Speaker:How many ounces, how many ounces in there?
Speaker:16.
Speaker:Uh, uh, this actually, I, I, I, I really don't know, uh, because
Speaker:we split this up 'cause we shared it, but just, just, just, okay.
Speaker:You know what?
Speaker:You can assume it's, that's a standard seven 50 mil milliliter.
Speaker:Canadian dollars or U.
Speaker:S.
Speaker:dollars?
Speaker:U.
Speaker:S.
Speaker:dollars.
Speaker:Always, always U.
Speaker:S., always U.
Speaker:S.
Speaker:Always U.
Speaker:S.
Speaker:dollars.
Speaker:Okay.
Speaker:Well, I'm going to take a guess.
Speaker:Whiskey's always a little bit expensive, but it, that, it doesn't
Speaker:look like an expensive bottle.
Speaker:Doesn't strike me.
Speaker:I'm thinking it's under 40 bucks.
Speaker:And I'm just sipping here going, you know, Now Canadian, Canadian
Speaker:whiskey is always more expensive.
Speaker:So American, yeah.
Speaker:Under 25.
Speaker:Under 20 bucks, 25.
Speaker:I don't know.
Speaker:I'm, I'm, I'm not sure how he's trying to set us up here.
Speaker:Lee.
Speaker:I know there's a setup.
Speaker:I know we are, but I just don't, I'm not able to figure it out.
Speaker:I'll play along.
Speaker:That bottle is worth 150.
Speaker:If you're closest without going over, you get the bottle.
Speaker:That's the caveat.
Speaker:I got to think about that one.
Speaker:So this is, this is the Balvini tune 1500 batch number five.
Speaker:It's from the region called the space side.
Speaker:Uh, it's, it's, it's a Scottish, it's a Scotch, excuse me.
Speaker:This is getting more expensive.
Speaker:Every word he speaks, Dennis has alcohol, uh, 52.
Speaker:6%.
Speaker:Not this bottle, but the bottle came in is a 422.
Speaker:41 bottle.
Speaker:Ooh, not that bottle, not this bottle.
Speaker:However, the reason why I asked and played that game a little bit is you're
Speaker:not getting a full effect because it's this way and such, but a lot of
Speaker:people assume that as Leah kind of did, you know, Oh, well, it's just
Speaker:a cheap bottle, you know, whatever.
Speaker:So it's gotta be cheap.
Speaker:Right.
Speaker:And, and the, the bottle actually came in, doesn't look like this, but it's a little
Speaker:bit more souped up, but it's not, wow.
Speaker:The point is the experience you have with anything is determined by the
Speaker:By the world around you, of course.
Speaker:Yeah.
Speaker:See now, if I poured that same, in fact, I'm going to do it.
Speaker:I'm going to here.
Speaker:I'm going to switch.
Speaker:We're kind of getting, getting a lesson here.
Speaker:Uh, and please forgive me for, for the length of this.
Speaker:This is just awesome stuff.
Speaker:So if I, if I pour this,
Speaker:is that the one you just showed us?
Speaker:This is the one I just showed you.
Speaker:This is space.
Speaker:I Balvini.
Speaker:Yeah, it's not focusing.
Speaker:Yeah, this stuff.
Speaker:Now, if I poured that into here, let me show you this.
Speaker:And hopefully this will actually, you know, do its thing.
Speaker:There we go.
Speaker:There it is.
Speaker:Yep.
Speaker:It's pretty.
Speaker:Nice class.
Speaker:Yeah, it is.
Speaker:Right.
Speaker:Is it, isn't it, isn't it, isn't it?
Speaker:Now, if I ask that same question, how much do you think this is?
Speaker:That same whiskey.
Speaker:What would you have said?
Speaker:50 bucks a shot.
Speaker:Well, that's actually about right.
Speaker:I don't know.
Speaker:That's hard to say the way you share things.
Speaker:And the settings that you provide make all the difference I can make, I can make a
Speaker:20 bottle of whiskey sound and taste like a 300 bottle of whiskey and vice versa,
Speaker:just by what glass I put it in the story.
Speaker:I tell the smells around me, everything.
Speaker:We are very poor at understanding all these things, all this
Speaker:input coming into our brains.
Speaker:very much.
Speaker:And tying value to them that comes to, that's a whole nother topic that
Speaker:we could have, but when it comes to, to storytelling, the experience that
Speaker:you provide makes all the difference.
Speaker:You know, Paul, can I reflect for one second on this?
Speaker:Because I do have some, uh, some knowledge about wine.
Speaker:I'm no sommelier, but I drink wine and I like wine, but there was a
Speaker:study out years ago, Riedel, you know who I'm talking about the Riedel
Speaker:glasses, Leah, you know what those are?
Speaker:They're very.
Speaker:They're, they're very, uh, expensive, uh, glasses designed for wine and
Speaker:they actually have a story out there.
Speaker:I don't know if it's still out there, but they used to go to wine tastings and
Speaker:they would have a whole array of glasses.
Speaker:Okay.
Speaker:They might have 20 glasses for this wine tasting and depending
Speaker:on the wine they were tasting, they would use a different glass.
Speaker:And the story was.
Speaker:that the tongue has receptors and that the glass, the design of the glass, make
Speaker:sure that the particular wine you're drinking gets to the place on the tongue
Speaker:that gets The most flavor from that wine.
Speaker:That was their story.
Speaker:Okay.
Speaker:But let me tell you the reality, and this makes Paul's point.
Speaker:Okay.
Speaker:They, uh, scientists did research with blind taste tests using Rydell glasses
Speaker:and regular glasses, same wines.
Speaker:Guess what?
Speaker:They couldn't tell the difference.
Speaker:People could not spot, uh, the difference in taste using the more expensive
Speaker:glass as opposed to a cheap, uh, dollar glass from the dollar store or
Speaker:something that it's all about the story.
Speaker:If you believe.
Speaker:The story that Riddell tells that this particular glass is for Cabernet Sauvignon
Speaker:only, and this glass is for Chardonnay only, if you believe that, it works!
Speaker:When people believe that, it works.
Speaker:But in a blind test.
Speaker:It's all the same wine and it tastes the same coming from Riedel or from
Speaker:others is does that support your story?
Speaker:It does it does and and and there are Various different kind of glasses
Speaker:for for whiskey and such I mean you have the Glencairn which I don't
Speaker:know if you can say there you go the Glencairn which is shaped and We
Speaker:can't hear you We can't hear you, sir.
Speaker:Can I hear you, Leah?
Speaker:I can hear you fine, Dennis.
Speaker:Yeah, Leah and I can communicate, but somehow Paul is All
Speaker:right, can you hear me now?
Speaker:Here you go.
Speaker:Oh, wait, hold on.
Speaker:I can't hear you.
Speaker:We can hear you.
Speaker:Oh, good, good, good.
Speaker:I can now hear you.
Speaker:Okay, yeah, okay.
Speaker:Okay, so we're still recording, unbelievably.
Speaker:And, um I don't know.
Speaker:You know, when you're recording live, things like that happen.
Speaker:And, and, and I'm going to kind of change just a moment.
Speaker:Uh, the conversation is part of also the, the whiskey marketing school
Speaker:and selling, telling stories is how to adapt to when things go awry.
Speaker:Yes.
Speaker:Just like that.
Speaker:When, you know, your, your computer says, I don't want you to talk anymore.
Speaker:It's telling me to be quiet anyway.
Speaker:So I'm going to just end here and here.
Speaker:But just tell you the amazing, there's two sides to the story of three sides.
Speaker:One is remember the setting that you tell a story in and how you, and how
Speaker:you share it makes all the difference
Speaker:makes all the difference.
Speaker:Number two, the whiskey marking of school.
Speaker:If you even just have a basic interest in whiskey, take the course.
Speaker:It is fun.
Speaker:You drink over 21 different kinds of whiskey in a two day period.
Speaker:No, you do not get sloshed.
Speaker:You're not going home.
Speaker:No, but you learn a great deal of about whiskey and the different kinds.
Speaker:American Scotch, Irish, all those things.
Speaker:It's just it's an amazing time and you and you gain new friends.
Speaker:The third thing is whiskey marketing school is a part of the wizard Academy.
Speaker:Now, as you know, of course, the wizard Academy is about
Speaker:communication is about business.
Speaker:It's 21st century camp for adults.
Speaker:It's a fun place to be for many, many reasons.
Speaker:Well, one arm of it is the whiskey marketing school.
Speaker:Take the course, have some fun.
Speaker:And then you get to learn a little bit more about, um, the
Speaker:good, the good things of whiskey, of, of whiskey and the Academy.
Speaker:Now there's one more thing I need to end with.
Speaker:Dennis, I recall a conversation that you and I had, uh, Oh, I'm in trouble now.
Speaker:Oh, no, you're not in trouble.
Speaker:I'm not in trouble, Dennis.
Speaker:I won't.
Speaker:You defend me.
Speaker:Yes.
Speaker:Oh, there we have to know.
Speaker:That's a nice one.
Speaker:We have had discussions about that.
Speaker:Yes.
Speaker:John, Johnny Walker blue.
Speaker:This is unfortunately not the, the, the ghost, which I wish was, but, um, this,
Speaker:I'm, I'm not gonna complain about that.
Speaker:This was my father's bottle.
Speaker:Ah, he liked blue as well.
Speaker:He liked blue as well.
Speaker:I'm pouring a little bit here.
Speaker:He was a good man, but he, I, now my image goes way up.
Speaker:Yes.
Speaker:Yes.
Speaker:So.
Speaker:This is blue on behalf of you and my father.
Speaker:I wish I had some Dennis Lita.
Speaker:How are you going to bring us home?
Speaker:Wow.
Speaker:Well, I, I, I, I'd like Leah to close out, but I'll make some
Speaker:comments here before she does.
Speaker:I hope our listeners, our viewers heard what Paul Boomer just did
Speaker:here for this whole podcast.
Speaker:He did nothing but tell stories.
Speaker:Okay.
Speaker:He told us about a Corvette, which was cool in itself.
Speaker:That was a cool story, but he showed us how his, the Corvette incident led
Speaker:to him drinking his first whiskey.
Speaker:And to this day, he maintains his love for that same whiskey.
Speaker:That.
Speaker:Ladies and gentlemen is a story.
Speaker:Okay.
Speaker:That is a story.
Speaker:He told us about the different, uh, trying to guess the value of
Speaker:different bottles and how the story, the story makes the difference.
Speaker:It's not the actual glass you drink it from or the bottle that it's in.
Speaker:It's the story behind that, which he shared with us.
Speaker:So a boomer, a brilliant job.
Speaker:Of explaining by demonstration, the value of storytelling.
Speaker:We talk about it all the time on this podcast, as you know, you not
Speaker:only talked about it, you showed us, thank you for being our guest, Ms.
Speaker:Leah,
Speaker:you know, when the hearts and the mind will follow, we know that to be true.
Speaker:You win the hearts, the mind will follow.
Speaker:And storytelling is the way to do that for small businesses.
Speaker:These are the people that we talk to.
Speaker:It is a boat.
Speaker:Why should they come and it's not features and benefits.
Speaker:It's about the heart.
Speaker:So I don't know about you Dennis But sometime today, I'm gonna be wanting
Speaker:to have Little smell of whiskey a little taste of it because it's
Speaker:gonna be in our heads It's gonna be in the back of our heads and more
Speaker:than that I'm gonna want to go and go to the whiskey school and that's
Speaker:because of Paul telling stories Indeed.
Speaker:I, I have been toying with the idea, Leah, and I think Boomer may have sold it.
Speaker:What do you think?
Speaker:He may have, yeah.
Speaker:If I was, if I had any doubts, he brought it home.
Speaker:Well, again, many, many, many thanks, Paul, not only for being
Speaker:our producer par excellence, but for your wisdom, your wit, but most of
Speaker:all, Your knowledge of storytelling.
Speaker:I hope our viewers, our listeners, uh, really got the full impact of what you
Speaker:did today, a masterclass in telling a story that's going to wrap it up,
Speaker:Leah and I are heading to the bar.
Speaker:At this point We will partake of some of these, uh Lovely beverages.
Speaker:I'm sure at some time today It's uh, hey, I don't know.
Speaker:It's celebration time.
Speaker:So, uh, thanks paul for igniting that fire Thank you.
Speaker:Leah for being my partner in this crime We will be back soon next week.
Speaker:As a matter of fact, we do this weekly We're coming back soon with another
Speaker:edition You Connect and convert.
Speaker:See you then.
