Every member of a company should be able to explain the company's value proposition in about 30 seconds as part of a good overall word-of-mouth-marketing strategy, writes Jennifer Anaya. "It almost sounds cliché to say your company needs an elevator pitch. But think about what your people will say about your company when they're standing next to a potential customer -- the benefits of this exercise become crystal clear. The last thing you want them to say is 'we work with computers,' " she writes.

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