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Small business coach Michael Port, author of "Book Yourself Solid" talks about how to market your small business or expertise without trying to condense it into the so-called elevator speech. (He explains what that is too in the video). Michael suggests slowing down and having a conversation about who you are and what you do instead of letting yourself be placed in a category. The conversation should include what you do and something about the return on investment for using using your services but need not be rushed and could take place over a longer period of time.