Category Archives: Message Development

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 #2 to Ditch the Pitch: awareness vs. interest

When folks ask me to help them create content, I always ask, “Are you trying to create awareness or interest?”  And more often than not, they respond, “Aren’t they the same thing?”  Now I’m no Webster (to everyone who appreciates that reference, meet me by the card-catalog for a high-five), but I believe those terms have wildly different […]

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