Quick answer
Write an elevator pitch in four lines: who you help, the problem they have in their words, what you do about it in plain language, and one real reason to choose you. Add a light question to start a conversation. Keep it to twenty or thirty seconds aloud, and practise until it sounds natural.
“So, what do you do?” is the most common question in business, and most people answer it badly. They give a job title (“I’m a consultant”), a vague mission (“We help businesses grow”), or a two-minute history. The listener nods politely and forgets. An elevator pitch is simply a prepared, clear answer to that question. It takes five minutes to write a good first version, and it pays off at every networking event, phone call, introduction and website you ever write.
The four-line formula
- Who you help. Be specific: “homeowners in Bristol”, “independent cafés”, “landlords with older properties”.
- The problem. What they are struggling with, in words they would use: “old wiring that fails safety checks”.
- What you do. Plainly: “I rewire and certify houses, usually in under a week.”
- Why you. One real difference, provable if asked: “I work with letting agents, so I know what their inspectors need.”
Then a question: “Do you rent out any property?”
Write it in five minutes
- Minute one: write who your best customers are, in one phrase.
- Minute two: write the problem they have, using a phrase a customer actually said.
- Minute three: write what you do, without jargon.
- Minute four: write the one thing that makes you different, and check it is true.
- Minute five: join them up, read it aloud and cut every word you stumble on.
Examples
| Business | Weak pitch | Clear pitch |
|---|---|---|
| Electrician | “I’m an electrician.” | “I help landlords whose older houses fail electrical safety checks. I rewire and certify them, usually within a week, and I work with letting agents regularly, so I know what inspectors look for.” |
| Bookkeeper | “I do bookkeeping for small businesses.” | “I help tradespeople who dread their tax return. I keep their books tidy every month, so January is a ten-minute job. Most of my clients are plumbers and builders.” |
| Dog groomer | “I run a grooming business.” | “I groom nervous and older dogs at the owner’s door, in my van, so they never have to sit in a busy salon.” |
Notice what the clear pitches have in common: a specific customer, a real problem, plain words and one memorable difference.
Say it aloud
A pitch is spoken, so write it for the ear. Short sentences. Everyday words. No lists of services. Read it aloud, then record it on your phone and listen back. Change anything you would not say naturally. Practise until you can say it without looking, but stop before it sounds like a script. People trust a slightly imperfect, natural answer more than a polished speech.
Versions for different moments
- One sentence for introductions: “I rewire older houses for landlords.”
- Thirty seconds for networking and phone calls: the four lines and a question.
- Written for your website headline, social media bio and Google Business Profile.
- Two minutes for a pitch at an event, adding a short story about one customer.
If you are pitching for funding rather than customers, the same clarity applies; our guide to the one-page business plan helps you get the bigger story straight, and the Start Up Loans business plan template shows what lenders want to see.
Pitching for a specific audience
The same business can lead with different customers in different rooms. At a landlords’ event, the electrician leads with safety certificates; at a homeowners’ fair, with rewiring before a renovation. Keep the structure and swap the customer and the problem. Before any event, ask yourself who will be there and which version suits them. If you are pitching to a buyer for a contract, the formal version belongs in your documents too; the government’s guide to writing a business plan shows how the same clear summary opens a longer document.
When people ask a follow-up
A good pitch invites questions, so prepare for the obvious ones: how much does it cost, how long does it take, where do you work, and how do people usually find you? Have a short, honest answer to each. If price depends on the job, say what it depends on and give a typical range if you can. Our free quote template helps you turn the conversation into a written quote quickly.
Common mistakes
- Starting with your name and history. Start with who you help.
- Listing services. Pick the one you want more of.
- Jargon. “Holistic solutions” means nothing to a listener.
- Claiming to be the best. A specific difference is more believable.
- Not stopping. Finish with a question and let them talk.
A worked example
A garden designer’s old answer was: “I’m a landscape and garden designer, I do design, planting plans, project management, hard landscaping and maintenance.” People nodded. Her new version: “I design small town gardens for people who want somewhere to sit outside but have no idea where to start. Most of my gardens are under ten metres long, so I know how to make a little space feel bigger. Have you got a garden you are not using?” At her next networking breakfast, two people asked for her card, one for herself and one for a neighbour.
Use the same words everywhere
Once your pitch works aloud, put the core of it on your website headline, your business card and your social profiles, so people hear and read the same clear message. Consistency is how a small business becomes memorable. If your pitch keeps drifting into price, our guide to pricing your services helps you settle it, and our business card design guide covers the printed version.
Getting help
If you would like help turning your pitch into website copy and regular content, our content marketing and blog writing service is £199 a month. Networking is still one of the best ways to win work locally, and the government’s Business Support Helpline can point you to local growth hubs and events. All our prices are on the pricing page.
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Frequently asked questions
How long should an elevator pitch be? +
Around twenty to thirty seconds spoken, which is roughly fifty to eighty words. That is long enough to say who you help, with what and why you are different, and short enough to hold attention. Keep a one-sentence version for introductions and a slightly longer one for networking events.
Should an elevator pitch end with a question? +
Often, yes. A light question such as 'Do you know anyone renovating at the moment?' or 'How do you handle that at the moment?' turns a statement into a conversation. It also tells you quickly whether the other person is a potential customer, a referrer or neither.
Can I use my elevator pitch on my website? +
Yes. A written version makes a strong opening line for your homepage, your social media bio and your Google Business Profile description. Adjust it slightly for each: shorter for bios, with your area and a call to action for the website. Using the same core words everywhere helps people remember what you do.
How do I make my elevator pitch sound natural? +
Write it, then say it aloud several times and change any words you would not normally use. Record yourself on your phone and listen back. Practise until you can say it without notes but not so often that it sounds recited. Natural delivery matters more than perfect wording.
