FAQs With Phil: How Can I Improve My Elevator Pitch?

In this new series, COSE's own Phil Stella advises creating an effective elevator pitch using the (soon-to-be-famous) SSCBH approach—impressing people you connect with and improving networking results.


In this new Mind Your Business series, FAQs With Phil, COSE’s own Phil Stella answers some of the most frequently asked questions small business owners have regarding how to communicate effectively*. 

This is a good question and I get it a lot. Before I dive into the answer, let me first explain why I prefer “elevator speech” to “elevator pitch.” Using the word “pitch” sounds like you are trying to sell something. No one likes to be sold to or to feel like you are only interested in talking with them to make a sale. Calling it a “speech” sounds like you want to share some information. Even though the difference in connotation is subtle, it can impact the mindset of the person doing it.

That said, the purpose of an elevator speech is to answer a stranger's question “What do you do?" in an effective, efficient, and engaging manner. It begins a short, focused dialog. It is important to remember that this is not an invitation for a monologue. The purpose of the dialog is to begin to answer two important networking objectives questions:

1. Is this person someone I or someone I know can help? Or,
2. Can this person or someone he or she knows help me? 

They're separate concepts and connected with an “or,” not an “and.” Thinking about it with an “and” implies that you can't have one without the other. This is simply not true for best-in-class network pros.

RELATED: The 10 worst networking practices and how to avoid them

Let’s take a look at an example of an effective elevator speech: 

Imagine I get in the elevator on my way down from a conference in Key Tower. A fellow conference-goer hops in the elevator with me. She turns to me, takes a look at my conference name tag, and says…

“What do you do, Phil?” 

“I empower business leaders to reduce their pain when communicating with colleagues or customers by phone, in person, in writing or through presentations... The pain they experience and, often, the pain they cause others.”

Why is it effective? This is a compelling elevator speech because it uses the famous SSCBH approach. OK, we just made this up, but it works. The SSCBH approach calls on you as the deliverer to ensure your pitch is Short and Simple, includes Clear language, has a Benefits-related focus, and includes a clever Hook at the end.

RELATED: Read more by Phil Stella

This speech does just that. But I’m not going to only talk about myself. I am going to ask her in return about her profession, and look for a connection between what we both do and how we might be able to help each other. By the time we get down to the lobby, we will exchange goodbyes and business cards. And, chances are good that that elevator encounter won’t be the last time we are in contact with each other. 

So, stop pitching in the elevator and start engaging in dialogues. The people you talk with will appreciate the difference and your results will improve.

Phil Stella runs Effective Training & Communication, www.communicate-confidently.com, 440 449-0356, and empowers business leaders to reduce the pain with workplace communication. A popular trainer and executive coach on writing, communication styles and sales presentations, he is also on the Cleveland faculty of the Goldman Sachs 10,000 Small Businesses program.

*If you have a question for Phil, please send him an email at Phil@communicate-confidently.com

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  • Next up: How to Make a Future-Proof Website

    How to Make a Future-Proof Website

    From focusing on evergreen content to investing in SEO, here are seven tips to creating a website that stands the test of time.


    If you do not want to completely re-imagine your website every time there are changes in technology, here are a few tips on how you can future-proof it.

    1. Focus on Evergreen Content
    Anyone visiting your website should draw value from the content. If not, they will check other sites that provide the information they need. For that reason, you should ensure that your website has evergreen content to remain relevant and offer the value that your audience is seeking.

    That means that you should refresh the content on your site often. Also, keeping in touch with industry trends and addressing customer pain points with the right content is the other way to ensure that your site has evergreen content throughout the year.

    2. Use WordPress as Your CMS
    As one of the most popular platforms worldwide, WordPress is an ideal Content Management System (CMS) that is versatile enough to help you build a range of digital experiences.
    Additionally, WordPress allows users to work with their online content with little to no coding knowledge. 

    Indeed, entrepreneurs need a system by which they can create, post, and update their online content, and that is what WordPress affords them. In that case, using WordPress as a CMS will not only reduce your expenses, it allows you to manage your content from a single platform.

    As such, you will not need to invest in several content management systems when you opt for WordPress, and that can act as a future-proof strategy.

    3. Prioritize User Experience and Speed
    Capturing your audience’s and clients’ attention and encouraging them to take action whenever they visit your website is a priority. Unfortunately, that is not achievable if your business site is not user-friendly.

    You also need to appreciate that all of Google’s algorithmic evolutions focus on giving users the best experience possible. That implies that any updates or changes you make on your website should prioritize users. Indeed, users are the reason behind making such an investment.

    Responsive design
    For example, most individuals use their mobile devices to access various websites today. So, if your site does not have a responsive design, it will affect the user experience.
    The solution here is to ensure that your website is compatible with mobile devices by adopting a responsive design.

    Site speed
    On the other hand, if your site is slow, users will probably opt out after a short time. In that case, sacrificing bells and whistles for speed may be a wise idea because it will ultimately improve the user experience.

    Intuitive hierarchy
    You should also consider creating an intuitive hierarchal flow to your website for easy navigation. Think of your site as a filing cabinet and design the hierarchy accordingly. This allows for easy additions to your website without having to redesign the entire site and URL structures—a tedious and expensive proposition.

    To that end, adding a site map to your website is required to promote easy navigation as part of your enhanced user experience initiatives. Implementing either or all of these approaches will, in turn, help your future-proof website thrive.

    4. Simplify Design and Coding
    The ability to make quick updates is paramount if you want your business site to be future-proof. When you overcomplicate your codebase, responding to your clients’ changing demands within the shortest time possible becomes a challenge. Cracking code that is hard to understand takes time, and if you cannot provide prompt solutions, you may lose clients to competitors.

    Additionally, having lean code and plugins will help with the load speed of the site as well—an¬¬ obvious benefit to your site users. It is worth mentioning that using personal shortcuts and shorthand when coding and creating your website is not an option. Also, hiring other designers and coders may be necessary as your enterprise expands. In that case, using clean code to allow straightforward interpretation by those who come after you, even as they add to what is already set up, is prudent.

    Simplifying your web design will also facilitate quick changes and updates when making necessary website adjustments. Clean code and a simple website design will go a long way toward making your business site future-proof.

    5. Consider Investing in Premium Hosting 
    In today’s world, speed is of the essence for any business using an online platform. Unfortunately, you can unintentionally lose your customers to competitors if your site is slow. No individuals will be willing to visit your website, let alone stay on the platform if speed is an issue.

    The solution here is opting for a premium hosting service. That way, your website will be fast enough to improve users’ experience, and it can turn visitors into customers as well. Increasing your website’s speed is an approach that can help you attract and retain traffic.

    6. Invest in SEO
    Any business worth its salt needs a steady flow of relevant traffic to its website. Ideally, this is accomplished by ranking high in search engine result pages for the keyword terms, goods, and services associated with your business.

    To accomplish this, you need to make sure your site is optimized for SEO. However, it’s important to realize that Search Engine Optimization or SEO is not a set-and-forget proposition.

    Technical SEO
    Foundationally, your site should be built optimized for SEO with the tips we mentioned above, such as lean coding, intuitive design, and site architecture, etc. SEO and User Experience (UX) go hand in hand.

    On-Page Optimization
    But it’s just as important to constantly be adding valuable content to your site that has been optimized for SEO as well. On-page optimization techniques will help this new content get found and rank well by the search engines.

    By doing so, you raise the probability that your content will be shared and earn valuable backlinks to your website.

    Backlink Building
    Speaking of backlinks, as a business you should always be trying to improve and build your website’s backlink profile. Links are the fuel that powers your website, therefore link building should be a core of your business interactions.

    Ongoing SEO initiatives such as these, to grow your relevant website traffic, are one of the best and economical ways to create a future-proof website for your business.

    7. Budget for Changes and Updates 
    Sometimes, you need to make prompt decisions as an entrepreneur, depending on the situation at hand. However, when making critical decisions about your business operations, you need to take time to consider various factors before deciding on the best course of action.

    For instance, if you intend to conduct an overhaul of your website, ensure your budget allows room for future updates and changes. Such a budget should focus on long-term aspects rather than short-term goals. Otherwise, you may end up spending more than necessary when you discover that there are new updates you need to factor in as soon as possible that did not feature in your previous budget.

    Additionally, budgeting allows you to spend a particular allocation on website changes and updates to ensure that you do not eat into the company resources you should direct elsewhere.
    Allowing room for site improvements in your long-term budget can help you make and implement decisions that will future-proof your website.

    Change is inevitable in the technology arena. Since you cannot tell when you can expect new developments affecting online platforms, the solution is to ensure that you have a future-proof website by adopting the tips above.

    If you need more information or help to make your site future-proof, contact us today!

    Nachum Langsner is the Co-Founder & CMO of LocalBizGuru, a full-service digital marketing agency based in Cleveland, OH. He has over 10+ years of experience in the SEO industry and is a frequent presenter and instructor of digital marketing and SEO seminars for entrepreneurs and small business owners in the Greater Cleveland area for organizations such as COSE, Jumpstart, the Better Business Bureau, Score and the Ohio SBDC at CSU.  

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  • Next up: Month in Review: July 2021

    Month in Review: July 2021


    COVID has created some significant turnover in the workplace—resulting in many employers taking a closer look at the way they run their businesses and lead their teams. Many of the articles from last month can be useful if your small business—and leadership skills—are due for a refresh. Check out some of our favorite articles from July:

    Employees Are Not Commodities
    Employers likely do not even realize this, but they often treat employees as commodities, acting as though they are expendable and only worth the price they cost in exchange for the work they do. Learn why it's important to prioritize safety and respect with your employees and how your business will benefit when you do.

    I-9 Employment Eligibility Verification and Best Practices for Ohio Businesses
    Your stack of paperwork seems bottomless, including piles of government forms related to licensing, taxes and employees. Yet however tedious that paperwork may be, it is crucial to understand the purpose of each form and ensure you complete it correctly.
    Form I-9 is one of the more important employment documents in that stack. As a business owner, it's your responsibility to ensure your employees are eligible to work in the United States. Here are seven essential tips for completing the I-9 form and avoiding mistakes that can lead to audits.

    How to Tell if an Employee Might be Quitting
    Employee turnover can mean lost productivity and extra expenses—both of which can have a big impact on your small business, especially when you're caught off-guard.
    There are many signs that an employee might be getting ready to quit, such as more time spent on personal calls or a reluctance to commit to long term projects. Or maybe you just have a gut feeling.
    When you know the warning signs, you might be able to talk with your employees and help work things out—or at least be better prepared when they decide to leave. 

    FAQs With Phil: Why are Some Leaders Poor Communicators?
    Sometimes it can be painfully clear when good communication skills aren't a priority in the business world. In this recent edition of FAQs with Phil, we explore reasons why you might find yourself working for a boss who is a poor communicator.
    But wait, there's more. Stay tuned for the other two articles in this three-part series. We will discuss the reverse situation: Why sometimes you find yourself with employees who are poor communicators. And, finally, what you can do to improve communication skills across all levels of your team.

    What was your favorite Mind Your Business article from July? Let us know on Twitter!


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  • Next up: Month in Review: June 2021

    Month in Review: June 2021


    Things are heating up on the blog this summer as we explore topics such as future-proofing your website and providing five-star customer service. Check out our favorite articles from June.

    What is Appropriate Small Talk at Events?

    The weather, local sports teams, and now COVID... these are all topics awkwardly thrown into small talk when attending networking events. We all hate it, so why do we do it?
    In this installment of FAQs with Phil, our resident communications expert Phil Stella discusses how to change that repetitive small talk into effective Big Talk, and achieve big results.

    Good Customer Service is Key to Small Business Success

    Behind every great business is an excellent customer service team. And with superior customer service, comes customer loyalty—something every business owner strives to achieve.
    Learn how to provide the five-star customer service treatment with these five easy steps.

    Future-Proof Your Website with these Seven Easy Tips
    Changes in technology are about as frequent as changes in Cleveland weather. And you don't want to have to completely re-imagine your website every time a new technology emerges.
    From focusing on evergreen content to investing in SEO, here are seven tips to future-proofing your website.

    Start Delegating Your Way to Success Today
    The items on your to-do list are growing. You think nobody can handle your tasks as well as you do and that explaining them to someone else takes longer than doing them yourself. So you keep at it, spreading yourself thin and wearing yourself out.
    We're taking a deep dive into the art and science of delegation—a key to any entrepreneur's success. Learn why and how delegating is critical to your small business.

    Let us know your favorite articles on twitter.

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  • Next up: Key American Rescue Plan Provisions Will Help Advance GCP Priorities

    Key American Rescue Plan Provisions Will Help Advance GCP Priorities


    Last week, President Biden signed the American Rescue Plan Act - a $1.9 trillion economic stimulus bill. Here are some key provisions that will help advance our priorities:


    - Public Transit: Provides $30 billion for transit agencies who have been deeply impacted by the pandemic and forced to cut service and jobs in 2020.


    Our 2021-2022 Public Policy Agenda calls for revitalizing development around our existing transit hubs and funding multimodal transit that better connects residents to jobs, goods, and services. 


    - Broadband: Invests $7 billion in broadband so millions of public school students will receive the internet services they need for their education.


    We are a strong advocate for affordable, high-quality broadband in digitally divided communities, understanding that Cleveland’s unaffordable and unreliable internet service options prevent economic progress. Our long-term success hinges on a strong partnership with local governments, the state of Ohio, federal partners and the private sector. 


    - Small Business Support: Provides $15 billion in additional relief for the nation’s small businesses and hard-hit industries through increased funding for Targeted EIDL grants; $25 billion in funding for a new dedicated grant relief program for restaurants; $7 billion for expanded PPP assistance for nonprofits and digital news services; and $1 billion in Save Our Stages grants for independent live venues, independent movie theaters and cultural institutions.


    Our agenda lays out our federal priorities to build wealth for minority entrepreneurs and small businesses but doing so will mean addressing disparities in lending. 

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  • Next up: Make a great impression every time

    Make a great impression every time

    We are slowly returning to in-person events and we will soon be networking face-to-face again. Check out these six tips to making a great impression.


    Now that we’re getting back into more in-person business and networking events, it’s time to revisit best practices for making a Great Impression with the people you meet. The strategy is really simple and easy, yet the devil is in the details of execution.

    Here are six tips to making a great impression.

    Tip no 1: Talk less, listen more. Tell less, ask more. Actively listen to their words, tone of voice and vis-ual cues.

    Tip no. 2: Value their time. Keep the conversation short and focused. Defer to a later time if it gets overly interesting or complicated.

    RELATED: What is appropriate small talk at networking events?

    Tip no. 3: Ask focused questions. These questions can be about them on a personal or business level. Let them know that you value them enough to remember what to ask about.

    Tip no. 4: Compliment. You can give a compliment on a recent award, mention in the media, etc. This approach also subtly lets them know that you read and are interested in their accomplishments.

    Tip no. 5: Givers always gain. Be sure to ask if there’s anything you or someone you know can do to help them with a particular problem or challenge. I promise giving of your time and talent in this way will come back around to benefit you at some point down the road.

    RELATED: Read more from Phil Stella

    Tip no. 6: Follow up. After the conversation, send a brief email or hand-written note indicating that you enjoyed the chat and look forward to next time.

    And if it isn’t obvious by now, each of these tactics works with networking via email or over the phone. The medium of the communication may change, but the strategy of striving for positive first or ongoing impressions remains the same.

    Like I said, easy and simple. And don’t tell me these strategies won’t work until you try them and can tell me they didn’t work for you.

    Phil Stella runs Effective Training & Communication, www.communicate-confidently.com, 440 804-4785, and empowers business leaders to reduce the pain with workplace communication. A popular trainer and executive coach on writing, communication styles and sales presentations, he is also on the Cleveland faculty of the Goldman Sachs 10,000 Small Businesses program.   

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