One of my favourite things about working on an elevator pitch with a client is that it doesn’t just make it easier to answer “So, what do you do?” It forces you to get crystal clear on what you actually want to be known for.

When you have to distill your work into a single sentence (or two), you suddenly see how much fluff has been hanging around in your business.

You can’t list all 23 services you could offer. You can’t cram in every skill you’ve ever developed. You have to choose what matters most to you and to the clients you want to attract.

This is where a lot of business owners start to notice a disconnect. Their pitch says one thing, but their website, LinkedIn, or proposals tell a completely different story. That mismatch doesn’t just confuse people. It can quietly erode trust, too.

Why niching feels scary (but pays off)

In the early years of my business, I tried to be everything to everyone. My service list read like an all-you-can-eat buffet.

The problem? People don’t want a buffet. They want the special of the day.

The moment you focus your pitch on the work you most want to be known for, you make it easier for the right clients to recognise themselves in your words. It’s not that you can’t do other things, but leading with your most valuable, impactful work builds a much stronger brand.

A strong elevator pitch is like the north star for your brand messaging. Once you’ve nailed it, it should guide everything from your website copy to your LinkedIn headline.

If a service, offer, or piece of content doesn’t align with that pitch, it’s worth asking whether it still belongs in your business.

Clarity in your elevator pitch makes every other piece of marketing easier, because you know exactly what to say, who you’re saying it to, and why it matters.

And in a world where attention spans are shrinking, that kind of clarity isn’t just nice to have. It’s essential.

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.