Picture this: you’re at a networking event, a conference, or even the school pickup line. Someone turns to you and says, “So, what do you do?”

If your mind goes blank, you stumble through a rambling explanation, or you downplay yourself with words like “I just…”, you’re not alone.

Many business owners feel awkward answering this question because they think they’re about to “sell themselves, and that can feel uncomfortable, (especially if you’ve been on the receiving end of a pushy and uninvited pitch in the past). 

But I believe your elevator pitch should be about helping… not selling! 

When you clearly articulate what you do, you’re making it easier for the other person to decide if — and how — you can help them, or someone they know. You’re giving them a quick, high-level understanding that allows them to connect the dots and start a meaningful conversation.

Here’s what mine sounds like most of the time, in conversation:

“If I was to hand you my business card, it would tell you that I’m a messaging strategist and copywriter. But what does that even mean? Essentially, when you’re too close to your own work, you really struggle to find the words you need to articulate the value of what it is you do or your business does.  As a messaging strategist and writer, I help experienced business owners to clarify their message, so they can communicate with confidence—whether that’s on their website, in their marketing, in keynotes, pitches and more—so they can attract the right clients and run more profitable businesses.”

That’s a version of my conversation starter and it does a few things for me:

• It makes the other person feel seen (because many business owners struggle to talk about what they do).
  
• It tells them clearly how I can help. (I write the words they need to communicate their value.)
  
• It gives them a result to imagine. (Attracting the right clients.)

And it does it without me sounding pushy.

Instead, I’m: 

• Saving them the awkwardness of having to guess what “messaging strategy” and “copywriting” means. 
• Giving them the gift of clarity.
  
• Opening the door to a conversation that could help them solve a problem they’ve been sitting on for months.

When we shift our mindset from “I’m trying to sell myself” to “I’m trying to serve and make things clearer for others”, the pressure changes. The stakes feel lower, and the delivery gets easier.

When you speak confidently and simply about what you do, you make it easier for the right opportunities to find you.

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.