"The Trouble with Elevator Speeches" by M. McLaughlin

Most elevator speeches are too self-centered, according to "The Trouble with Elevator Speeches," which appeared in the MarketingProfs e-newsletter.

I like this suggestion: "Instead of tooting your own horn, encourage clients to talk about the issues as quickly as possible. Remember, most clients don't really care about your business. They care about their own problems."

Michael W. McLaughlin of Management Consulting News wrote the article.