Their marketing was so good that I avoided their mountain for over two decades.
As a young single guy who skied double black diamonds I had no interest in going anywhere near a “family” mountain.
But two months ago, when my wife suggested we book a ski weekend for us and our two young daughters, I didn’t hesitate.
I didn’t think. I didn’t do any research. I didn’t poll my friends. I didn’t even consult Google.
I called Bretton Woods to book a hotel and schedule lessons and rentals for my daughters.
That’s what separates good marketing from GREAT marketing.
Two decades later, when I think of a family ski weekend, I still think Bretton Woods.
And that gets me thinking about your Elevator Pitch.
Because I was not a potential customer of Bretton Woods 20 years ago.
They were right to scare me away.
But they scared me away in an interesting way…
They scared me away in a way that helped me remember them when the time finally became right for me.
See, your Elevator Pitch isn’t to convince everyone that they need your services now.
Your Elevator Pitch is for them to think of you first when they are in the market for what you offer.
Bretton Woods waited 20 years for me to become a customer.
Now that’s a great Elevator Pitch!