Ever feel tongue-tied when someone asks, “So, what do you do?” For new business owners, clearly articulating your value can be the difference between a missed opportunity and a new client. Your elevator pitch is designed to spark interest and open a door to a deeper conversation, all within the time it takes to ride an elevator. Mastering this isn’t just nice to have—it’s essential for networking, attracting first clients, and clearly communicating your value.
Here’s a template to help you craft your own amazing elevator pitch, along with key considerations:
Elevator Pitch Template
The most effective elevator pitches typically answer a few core questions, often in this order:
1. Identify Your Ideal Client: Who do you help? Be as specific as possible.
Template Prompt: “I help [Your Ideal Client/Target Audience]…”
Example: “I help busy small business owners…”
2. State Their Core Problem/Pain Point: What common struggle, frustration, or challenge does your ideal client face that you solve?
Template Prompt: “…who struggle with [Their Core Problem/Pain Point]…”
Example: “…who struggle with managing their chaotic administrative tasks and staying organized…”
3. Introduce Your Solution/Service: How do you specifically address that problem? What do you do?
Template Prompt: “…by providing [Your Service/Solution]…”
Example: “…by providing streamlined virtual administrative support and organization systems…”
4. Highlight the Key Benefit/Outcome: What positive transformation or result does your client experience because of your solution? This is the “win” for them.
Template Prompt: “…so they can [Key Benefit/Outcome they achieve].”
Example: “…so they can focus on growing their business and reclaim their valuable time.”
Putting It All Together (Initial Draft):
“I help busy small business owners who struggle with managing their chaotic administrative tasks and staying organized, by providing streamlined virtual administrative support and organization systems, so they can focus on growing their business and reclaim their valuable time.”
Refining Your Pitch: Polish and Punch
Once you have your initial draft, it’s time to refine it. Think of this as your “polishing checklist”:
- Be Concise: Can you say it in 30-60 seconds (approx. 75-150 words)? Shorter is often better. Cut out jargon and unnecessary words.
- Focus on Value, Not Features: Don’t list what you do, but why it matters to them. What problem do you solve? What benefit do they gain?
- Make it Memorable: Is there a unique phrase, a strong verb, or a surprising outcome that sticks?
- Spark Curiosity: The goal isn’t to sell everything right away, but to make them say, “Tell me more!”
- Be Authentic: Your pitch should sound like you and reflect the true essence of your business. If it doesn’t feel natural, it won’t be effective.
- Call to Action (Implied): Your pitch should naturally lead to a question like, “How do you do that?” or “Tell me more about your services!”
- Practice, Practice, Practice: Rehearse it out loud until it flows naturally. Practice in front of a mirror, record yourself, and say it to friends or family. Get feedback! Do they understand what you do? Is it compelling?
Other Tools and Resources to Help Create Your Pitch
Beyond the template, several tools and approaches can help you perfect your elevator pitch:
- AI (Artificial Intelligence) Tools: Use AI like ChatGPT, Gemini, or Copy.ai as a brainstorming partner. Input your answers to the template questions and ask for variations, shorter versions, or different angles. You can even ask it to “make it more compelling” or “add a touch of humor.” Always review and personalize anything AI generates to ensure it truly represents your unique voice and business.
- Online Communities (Reddit/Facebook Groups): Browse subreddits like r/smallbusiness or industry-specific groups. See how others present their services, what resonates, and what falls flat. You can even post your pitch for feedback (but be prepared for constructive criticism!).
- Canva: While known for design, Canva’s presentation features can help you visualize your pitch. Create a single slide with key points, or even a small infographic representing your value proposition. Visualizing it can sometimes help clarify the spoken words.
- Google Docs/Microsoft Word (Outline View): Use the outline feature to break down your pitch into core components. This helps ensure logical flow and that you’re hitting all the necessary points without rambling.
- Voice Recorder Apps: Every smartphone has one. Record yourself delivering your pitch. Listen back critically: Do you sound confident? Is your pacing good? Are there any filler words? This self-assessment is invaluable.
- “What’s Your Niche?” Frameworks: Look up marketing frameworks that help define your niche and ideal client. Tools like The Business Model Canvas or Value Proposition Canvas can help you deeply understand who you serve and what unique value you offer, which are the building blocks of a great pitch.
Advice for the Nervous, Non-Salesperson, or Shy Entrepreneur
It’s completely normal to feel nervous, especially if you don’t see yourself as a “salesperson” or have stage fright. Here’s how you can overcome those hurdles:
Shift Your Mindset: You’re Not Selling, You’re Helping.
- Instead of thinking of it as a sales pitch, view it as an opportunity to explain how you solve problems for others. You’re offering a solution, not just pushing a product. This reframing can significantly reduce pressure.
- Focus on the value you provide and the positive impact you can have on your clients. When you genuinely believe in what you offer, your confidence will naturally grow.
Know Your Stuff (and Your “Why”)
- Confidence comes from competence. The more you truly understand your business, your ideal client, and the unique benefits you offer, the more comfortable you’ll feel talking about it.
- Remind yourself of why you started your business. Your passion and purpose can fuel your delivery.
Start Small and Build Up
- Don’t try to deliver your perfect pitch to a huge crowd first. Practice with people you trust: a supportive friend, family member, or even your pet!
- Then, try it in lower-stakes situations, like a casual conversation with someone new, before a formal networking event.
It’s a Conversation, Not a Performance
- An elevator pitch isn’t a monologue. It’s designed to open a dialogue. Deliver your pitch and then be ready to listen to the other person and ask them questions. This takes the pressure off you being the sole focus.
- Approach it as a chance to learn about others and see if there’s a natural fit for your services.
Focus on One Key Idea
- If you’re overwhelmed by trying to remember every word, distill your pitch down to just one powerful idea or problem you solve. Even if you forget the exact phrasing, you can always convey that core message.
- Breathe and Take Your Time:
- When nervous, we tend to rush. Take a deep breath before you start. Speak slowly and clearly. A slight pause can make you sound more thoughtful, not less confident.
Embrace Your Authenticity
- You don’t need to be a slick salesperson. Your unique personality and genuine passion for your business are your greatest assets. People connect with authenticity. Let your true self shine through, even if it’s a bit nervous.
Ready to put your refined pitch into action and master other vital business skills? Explore our podcast guides for in-depth strategies or contact us directly for personalized consulting to help your business thrive!