Category: Message Development

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 times too…while driving to work…or making dinner…or trying to concentrate on pretty much anything else. The pitch goes from being something people remember to something they can’t-get-out-of-their-head.

Given the chance to tell people about yourself or your business, you can recite a script you hope will repeat in people’s heads, or you can share an introduction that resonates in their minds and hearts.   You can restate things until they stick in people’s memories, or you can say something that makes you truly memorable. You can struggle to ingrain, or endeavor to engage.

Don’t settle for being something people won’t (or can’t) forget. Be unforgettable. Ditch the pitch.

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!