Quebec is currently in the midst of an election campaign, and many residents have recently found a candidate at their door with about thirty seconds to capture their interest. Some candidates do this well; most appear to be reading from a card.
This illustrates the central challenge of the elevator pitch. The short description of what a business does must be clear enough for a stranger to understand, and natural enough that the listener does not feel targeted by a sales pitch.
Business owners need a pitch far more often than they expect: at a chamber of commerce breakfast, now that these events are once again held in person; when a neighbour asks about their work; on the phone with a banker; in the first line of their website. Most people either speak for three minutes or state their job title and stop.
What is the purpose of an elevator pitch?
To prompt a second question. The name comes from the idea of having the length of an elevator ride to capture someone's interest. The Wikipedia page on the elevator pitch provides the background in a short read. The goal of those thirty seconds is modest: the other person should ask a follow-up question.
Nothing more is required. If the listener asks "How does that work?" or "Do you also work with restaurants?", the pitch has succeeded. If the listener nods and changes the subject, it has not.
What structure works for a short business pitch?
Among the many available formulas, we consistently recommend this one, as it is easy to remember under pressure:
- Who you help. A specific group of people, not "businesses" or "everyone."
- The problem they face. In their words, not yours.
- What you do about it. One sentence.
- One piece of proof. A number, a result, a real example.
- A way to continue. A question in return, or a simple next step.
The following is a fictional example for a bookkeeper: "I work with small contractors who hate paperwork. Most of them are three months behind on receipts by tax time. I come in once a month, sort it all out and they get a one-page summary they can actually read. A lot of my clients stopped paying late-filing penalties the first year. Are you doing your own books?"
Spoken aloud, this takes about twenty seconds. It contains no jargon, no "solutions" and no "passionate about."
Why should a pitch begin with the problem?
Because listeners respond to their own problems. The most common mistake is to begin with oneself: "I'm a certified this, with fifteen years of that, and I offer a full range of..." The listener has lost interest by the second clause.
People pay attention when they hear their own problem described, so the pitch should begin there. "You know how..." is a long-standing technique that remains effective because it places the other person first in the sentence. The job title can follow later, if the listener asks.
Be specific about the audience. "I help small businesses" sounds safe but is easily forgotten. "I help campgrounds and outfitters get found by people planning trips" is narrower, and it is the version people remember and repeat to others. A focused pitch does not prevent a business from accepting other work; it simply gives people a clear point of reference.
Why is a concrete example more effective than adjectives?
Adjectives cost nothing. Every business describes itself as professional, reliable, passionate and customer-focused, and the words no longer carry weight.
A single concrete detail is more effective: an accurate figure, if one is available; a brief before-and-after; or the type of client served. "The last kitchen we redid took three weeks, start to finish" is more persuasive than "we deliver quality renovations on time."
A new business without results can use the reason it was founded. "I worked twelve years in restaurant kitchens and saw how much food got thrown out" also serves as proof. It explains why this particular person is offering the service, which is what listeners are actually wondering.
How should a pitch be practised?
Out loud. This is the step most people skip, and it is the one that eliminates the rehearsed tone.
Written pitches are almost always too long and too formal, which only becomes apparent when they are spoken. We recommend the following:
- Say the pitch out loud, alone, ten times. Replace any word that causes hesitation. If you would never say "leverage" to a friend, remove it.
- Record it on your phone and listen to it once. The exercise is uncomfortable but quick.
- Try it with someone unfamiliar with your business, and note where their attention drops.
- Then stop memorizing the exact words and memorize the five parts instead. The wording should vary slightly each time, which is what makes it sound like a conversation.
Should a bilingual business have two pitches?
Yes. In Quebec, many business owners need their pitch in both French and English. We recommend against translating one into the other word for word. The rhythm and expressions differ, and a translated pitch sounds translated. Write each version in its own language and practise both. If writing in a second language is difficult, professional support with the bilingual copy can be obtained once; the text can then be adapted by saying it aloud until it sounds natural.
Where else can the pitch be used?
Almost everywhere. A version that works in person proves remarkably useful in other contexts. It can serve as the first paragraph of the About page, the LinkedIn summary and the Facebook page description. It can open a funding application and form the first slide of a pitch deck, should one be required.
Keep a copy on file and revise it every few months. As the business evolves, the pitch should evolve with it. A pitch written at launch will likely feel stiff a year later, which indicates that the business has progressed.