Pending Business:  Going Up | TALKERS magazine - talk media trade : TALKERS magazine – “The bible of talk media.”

Pending Business:  Going Up

| July 26, 2021

TALKERS | July 19, 2021

By Steve Lapa
Lapcom Communications Corp


PALM BEACH GARDENS, Fla. – It was almost the perfect pitch.

Last week my travels took me through the Atlanta area where this time of year baseball tournaments are a common site. Players at all levels participate in amateur tournaments throughout the city. They come from near far to compete for a prized trophy and all-important recognition.

As I walked through a hotel lobby, I could see the uniformed players covered in that wonderful red clay Georgia field dirt. Accompanied by family members, some were smiling and laughing while others remained silent staring straight ahead.

As I got on the elevator, one of the competing players jumped in behind me. “How did you do?” I asked. “So far we’ve lost every game,” he said.

“Where are you from?” I asked. He answered, but let’s protect his team.

As the elevator made its way to the eighth floor he smiled and said, “But tomorrow, I got the ball, so tomorrow we start winning!” As he got off the elevator and walked away, I thought how perfect his answer was.

Short, confident, and results oriented.

How about your elevator pitch? Will it work in the less than 60 seconds it takes to go to the eighth floor? Try this:

  • One sentence that describes what your station does better than any of your competitors.
  • Is there a payoff for the advertiser in that one sentence or is it all product information?
  • Are you connecting a #1 with an advertiser benefit?
  • Have you taken the time to update your elevator pitch put a more contemporary feel to the language?
  • Does that “News/Weather/Traffic” element ring true today?
  • Have you noticed how many competitors are now moving toward more digital integrations in their elevator pitch?

Some say Elisha Otis himself created the elevator pitch as he was trying to sell the idea of an elevator. It’s a fun read when you have the time. Oh yes, it’s a short, fun read. Hope your elevator pitch is as perfect as the young pitcher in Atlanta.

Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL. Lapcom is a media sales, marketing, and development consultancy. Contact Steve Lapa via email at:


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Category: Sales