In the ad biz we have something known as “a teaser.” It’s based on the “less is more” philosophy meaning that you want to just say enough to spark someone’s curiosity.. and get them eager to know more. In an elevator, that should be the only goal. And, if done well, you’d be surprised at the potential results. I know because that tactic got me a lunch with a woman who, three months later, offered me a 93K project. See this link for the story: http://www.follisinc.com/cardstory.htm