The goal of a marketing interaction isn’t to close the sale, any more than the goal of a first date is to get married. No, the opportunity is to move forward, to earn attention and trust and curiosity and conversation.
The purpose of an elevator pitch is to describe a situation or solution so compelling that the person you’re with wants to hear more even after the elevator ride is over.
Just as we don’t spend a lot of time worrying about how all those poets out there are going to monetize their poetry, the same is true for most bloggers.
Most people have bosses who hire them to fill a slot in the work chart and to do what they are told. And most people who are doing what they are told feel safe; it feels reliable.
