PO Box 920559
Needham, MA 02492



Chocolate Ballerinas

Yesterday, at 11:37am, while sitting at a traffic light en route to be the featured luncheon speaker at the Stoneham Rotary Club, two words on a well placed sign convince me to pull over, pull out my wallet, and purchase treats that I know my daughters will love.

Chocolate Ballerinas.


And chocolate.

For the two year old who insists on sleeping in her tutu.

And her three-year-old sister who gleefully spins like a Tasmanian Devil in circles around the kitchen island.

Sometimes parenting decisions require me to trade a piece of my soul.

This is not one of those times.

Easiest purchase ever.

I didn’t even look at the price tag.

I didn’t care what they cost.

And, of course, while I was there, I picked up some Pecan Turtles for my wife.

Plus Rocky Road Fudge for me.

And it gets me thinking about your Elevator Pitch.

Because I wasn’t planning to buy any chocolate yesterday.


Furthest thing from my mind,

Especially on the way to a speaking gig.

In fact, I had probably already passed half a dozen chocolate shops without a second glance.

Yet those two little words have me at the counter buying treats for my kids, my wife, and me before my GPS realizes that I took a detour.

Now, does Winfrey’s in Stoneham sell only chocolate ballerinas?

Of course not.

They sell every kind of chocolate.

Like every other chocolate shop I passed that day.

Yet I went into Winfrey’s.

To buy chocolate ballerinas.

And once I was in the door, I bought even more.

Even though I had no intention of buying chocolate that day.

It’s a great Elevator Pitch for a chocolate shop during recital season.

Chocolate Ballerinas.

Two words that got me to pull over and walk in the door.

How do you inspire people to pull over and walk into your store?

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