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The Inspired Moment When You Realize You’re Real And So Are Your Readers

This is a story about an apology.

It starts like this.

Once, I reached out to some Las Vegas realtors with a “cold email” pitching them my copywriting services.

They wrote back as though they hadn’t read my message.

In a moment of flippant inspiration, I wrote them two questions:

  1. What gets you out of bed in the morning?
  2. What’s the reason behind the reason?

Then, unexpectedly, they wrote back.

One of them was a veteran who lost friends in the desert.

His reason for getting out of bed was to honor his fallen brothers who would never know the joy of having a family and living a normal life.

The other person was a father who said he woke up early to make the most of every day, and that his kids were his everything.

In that moment, I felt a healthy sense of guilt.

I’d been “pitching” to these two fathers as though they were just objects, people who could respond and pay me money for doing useful stuff.

What the hell was I thinking?

Of course they were people.

Of course they had real lives and hopes and dreams.

Sometimes, we get caught up in “What’s in it for me?” and we forget about the “We’re in this together.”

I apologized for “pitching.”

The only place I want to pitch is playing baseball, and I suck at that, so I guess that’s how it goes.

You might wonder how to get someone’s attention if you’re not “pitching.”

Wouldn’t that kill business development?

Well, who am I to hold a crystal ball and make predictions?

I’ll say this – when you want to have a real relationship with someone, you don’t start by pitching them.

You start by noticing them, and then you move into caring for them.

The rest happens from there.

Maybe that’s a new (old) model for doing things in a more pro-social way.

Maybe that’s how we get out of mass emailing… mass marketing… micro-targeting… AI powered marketing… it all feels like a black hole where the outcome is humanity getting compressed onto a microchip.

Peace to you.

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