Author Archives: R.J. Foster

Reason #1 to Ditch the Pitch: convincing vs. connecting

We love buying things, but hate being sold things.  We go shopping looking for stuff to buy, but we tell the persistent salesperson to leave us alone.  We like searching the web for information, but we cringe when online ads and pop-ups search for us.  We enjoy the idea of getting something, but we hate the prospect of […]

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Reason #7 to Ditch the Pitch: being stuck in someone’s head vs. being unforgettable

Commercials tend to cram a ton of information into a clever or catchy package that is delivered as consistently and frequently as possible. This is great for the seller, because it lodges their pitch in the minds of listeners where it will play when they need the product. Unfortunately for the listener, it plays other […]

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Reason #6 to Ditch The Pitch: being efficient vs. being effective

Elevator pitches are about being efficient.  You need to be quick, because when the bell rings and the doors open, your audience is going to leave (or depending on the length of the ride, run away).  You need to be thorough, because if you don’t name every product you have, you might miss the one […]

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