I don’t like mosquitoes.
No surprise there, I suppose.
But I had no idea how lucky I was.
See, when I get a mosquito bite,
It itches for about 12 hours.
Then it’s gone.
But for my daughters (and also my wife, I’ve recently learned)
A mosquito bite is a medical journey.
I could never understand why my wife would whisk my daughters (and herself) inside as dusk approaches.
Turn out that otherwise it’s days of red, puffy, itchy skin.
And it gets me thinking about your Elevator Pitch.
Because we have a whole medicine cabinet full of products that I never knew existed.
Ointments, creams, sprays, pills, and strips.
Prevention, relief, relief from relief.
The stronger the better.
I’ve never used any of it.
Never had the need.
I don’t get that uncomfortable.
You could pitch me about a stronger itch relief cream all day long.
And I won’t bite.
My children, on the other hand, would bust open their piggy bank and hand you the cash on the spot.
And a great Elevator Pitch attracts those people.
The people with the burning need.
The itch they can’t scratch.
So the question is…
Are you trying to convince people they need what you have,
Or attracting the people who already have the need.