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 definitions.

Awareness is about what you sell…information about your “what.”
Interest is about what you offer…insight into your “why.”

Awareness is about repetition…saying something so often people can’t forget it.
Interest is about engagement…saying something unforgettable.

Awareness is about telling people where to find you.
Interest is about inspiring people to want to find you.

There’s no doubting great marketing brings people to you because they need what you have to sell.  But sometimes, you need to separate yourself from all the pitches & promo’s, and share a truly engaging message that brings people to you because they’re interested in what you have to say and in what you have to offer. Sometimes, you need to ditch the pitch.

If you’d like to work on a message that generates real interest in your business, let me know!

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Reason #3 to Ditch the Pitch: impressing vs. engaging

Selling is, by nature, a contest.  We compete for attention to build awareness.  And if our pitch is more exciting than everyone else’s, people buy our stuff instead of theirs.  We win.

So we try to sound like more than the other guy; more important…more experienced…more exciting…more elaborate…more irresistible.  Thing is, no matter what your widget, you’re not the only one talking about it.  Your commercial is easy to ignore. Your pitch is easy to resist.

Nobody’s going to be interested in what you have to sell until they’re interested in what you have to say.  To be truly irresistible, be truly unusual.  Be more than more noise.  Set aside the commercial designed to impress.  Share a conversation that creates opportunity to engage. Tell your story. Ditch the pitch!
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If you’d like help making your message more engaging (and more irresistible), send me an email or give me a call (920-540-3551).  Connection is only a conversation away!

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Reason #4 to Ditch the Pitch: reciting from a script vs. speaking from the heart

When it comes to creating your message, I’m all for scribbling-out your thoughts.  It’s the only way to really see what you’re thinking.  Letting questions rattle around in your head and then emptying every possible response onto paper is both informative and enlightening, often leading people to a “Wow, is that what we do?” moment.

Properly facilitated, such brain-dumps provide the building blocks of a message that engages listeners not by spewing information about products, but by sharing insights about purpose.  The problems start when we move from scribbling-out our thoughts to scripting-up our words.  We memorize and practice our elevator pitch, and when given the chance, we recite.  We zip through a commercial full of seemingly important information like our title, what we sell, and where we’re located (at the corner of “Who Cares St.” and “Why Would I Give A Darn Dr.), hand over our business card, and hope for a break in the awkward silence that follows.

Talking from a script is not the same as speaking from your heart.  Even if your eyes don’t roll up into your head as you slip into a sales-trance (I’ve seen it!), people know when you’re not being genuine.  I’m not suggesting you don’t plan what you want to tell people.  Far from it!  But don’t memorize a canned commercial.  Prepare for a real conversation.  It’s the only way you’ll create a real connection.

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