Now, at least for entrepreneurs like us, they are called pitches or email blasts. Fortunately, platforms like MailChimp allow us to A/B test that selling material.
The trick is: to be able to pay attention to what the numbers are telling us.
A long-term business owner in the personal services niche ignored the metrics. His focus was cash flow. Enough of that was coming in, at least at that time, with his MailChimp flash sales.
But what was obvious to me was that his market was shrinking. MailChimp's rate of opens was going down.
I explained how there were other options besides flash sales for his pitch. Also, in addition to email blasts there should be brand building through social networks and social media. For no fee I created a social plan for him.
You know what happened. One day my invoice to his organization didn't get paid. He promised me it would when cash flow improved. I didn't wait. I stopped accepting assignments from that service.
Takeaway: No pitch is for forever. Each has a shelf life. In this volatile marketplace that is expiring sooner than it had been.