I think the name comes from the movie industry, but I’m not sure. It is said that you should be able to finish your pitch to someone before the elevator reaches its destination. It’s a good idea to have a pitch ready, because you never know who you’re going to meet and when it’s necessary for you to talk about your business.


Often one of the most difficult tasks small business owners face is to explain what they do in an interesting way. I don’t mean to say “I am a veterinarian”, that is not hard to do, but for marketing it is not enough. It’s not a statement people will necessarily remember, or something that will make them ask questions.

When someone asks you “what do you do?”, do they really want to know your profession or are they trying to start a conversation with you? Many times it’s just an invitation to a conversation. When you are a business owner you need to take every opportunity to spread the word about your business to others. The best marketing is often word of mouth, but for that to work, you need to be interesting.

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