PO Box 37
Arlington, MA 02476



Winter Storm Warning!

Weather forecasters aren’t paid to be right.

Frustrating, I know.

That at some point,

Many years ago,

Some brilliant network executive

Realized that

A lot of people watch the news

To get the weather.

So now,

Weather forecasters are paid to

Drive ratings.

To get people to

Tune in at 11.

It’s no longer about giving you the weather.

It’s about getting you

In front of their

Premium advertisers.

Which is why The Weather Channel

Is now facing competition

From some upstart apps

That can predict

Within a few minutes

When you’ll start feeling

Rain on your head.



People aren’t as interested in

High pressure and low pressure

Or cold and warm fronts.

As they are in

“Do I need my umbrella today?”

Everything else is just noise.

Weather forecasters

Draw you in

With a promise

They can’t really keep.

They can’t give you the information you want.

Not if they want to keep you coming back for more.

So they ramble on and on…

And it gets me thinking about your Elevator Pitch.

Because so many people

Take the weather forecaster approach.

They ramble on and on.

Obfuscating the real information

Which creates conversations, to be sure.

But those conversations

Aren’t the right conversations.

Being curious about what you do

Isn’t the same as needing your services.


People will hang around until

They figure out what you do.

But the longer it takes them to

Realize that it’s not for them

The more of your precious time

You’ve wasted.

Better to do the opposite.

Give them the information they want

Clearly and

Up front

To scare off the merely intrigued

And attract the truly interested.

One comment on “Winter Storm Warning!

  1. Andy- Thanks so much for this-so true! My husband and I were just talking about this yesterday. Unfortunately the weather forecasters also get people into a state of frenzy, particularly the elderly. That’s one this I don’t think we need to worry about with elevator pitches. Suzanne

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