There’s a reason most “elevator pitches” fall flat. They either try to cram in too much detail (“I write websites, and emails, and sales pages, and lead magnets…”) or they’re so vague the other person has no idea what you actually do (“I’m a copywriter”).

After years of working with business owners on their messaging, I’ve found that a great elevator pitch comes down to just three things:

1. The problem your ideal client is facing
   
2. The way you solve it
   
3. The transformation they experience

That’s it. Not a laundry list of services. Not a convoluted title no one understands. Just problem, service, result.

Here’s how that sounds in my own business:

“If I handed you my business card, it would say I’m a messaging strategist and copywriter. But essentially, when you’re too close to your own work, it can be really hard to find the words to articulate the value of your expertise. I help experienced business owners clarify their message so they can communicate with confidence — and attract the right clients, the ones willing to pay what their expertise is worth.”

Let’s break that down:

• Problem: “When you’re too close to your own work, it can be really hard to find the words to articulate the value of your expertise.”
  
• Service: “I help experienced business owners clarify their message so they can communicate with confidence.” (Layman’s terms for describing what messaging strategy and copywriting is.)
  
• Result: “Attract the right clients, the ones willing to pay what your expertise is worth.”

The beauty of this formula is that it works in any business, from photography to financial planning. You just need to spend a little time thinking through each piece:

• What’s the catch-all problem your ideal client faces?
  
• How do you specifically address it?
  
• What’s the tangible or emotional result they get from working with you?
  

If you can answer those three questions, you have the building blocks of a clear, compelling pitch that starts conversations and makes the right people lean in to learn more.

This article was inspired by my conversation with Erin Huckle on her PR with Purpose podcast. You can listen to the full episode, “Nailing Your Powerful Elevator Pitch,” here.