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Elevator Pitch
Growing a business

Elevator Pitch: What Is It & How To Craft One (With Examples)

As a business owner, having a clear and memorable way to explain your value proposition is essential. This is where an elevator pitch (also known as an elevator speech) comes in. But what is an elevator pitch, and how can you create one that captures attention?

The definition of an elevator speech is simple: it's a brief, persuasive speech that sparks interest in what you or your business does. Whether you're networking, pitching to investors, or meeting potential clients, knowing how to define your elevator pitch clearly can make the difference between losing interest and landing that crucial second conversation.

What is the Purpose of an Elevator Pitch?

The meaning of elevator speeches goes beyond just introducing yourself – they are about creating opportunities. An elevator pitch should quickly communicate who you are, what unique value you provide, and how you can solve problems for your listener.

The core purpose of an elevator pitch is to:

  • Present your business offering in a way that resonates with your audience
  • Demonstrate your unique value proposition
  • Open the door for meaningful business conversations
  • Make a memorable first impression

A well-crafted elevator pitch achieves these goals by being concise, clear, and compelling. It's your chance to spark interest and lay the foundation for a deeper business relationship.

How Long Should Elevator Pitches Be?

The term 'elevator pitch' comes from a simple concept: you should be able to deliver your message in the time it takes to complete an elevator ride – typically about 30 seconds.

This brief window is perfect for:

  • Introducing yourself and your business
  • Highlighting your unique value proposition
  • Creating intrigue about your offering
  • Setting up a meeting or further conversation

Remember, the goal isn't to close a deal in 30 seconds. Instead, your elevator pitches should pique enough interest to earn follow-up conversations.

How to Write an Elevator Pitch

Creating an effective elevator pitch requires careful thought and practice. Here, we’ll go through a proven framework to help you write yours:


  1. Give an introduction
  2. Name the problem and solution
  3. State what makes you unique
  4. Include a call to action


1. Introduction


Start by identifying the core meaning of your elevator pitch. It’s a good idea to introduce yourself and your role in the business, but remember that the pitch isn’t about you – it’s about getting the conversation started.


Keep it simple and focused:


  • “I own a boutique public relations firm.”
  • “I’m a personal trainer.”
  • “I own a bookkeeping and accounting business.”
  • “I’m a graphic designer.”



2. State the Problem You Solve and Who You Solve It For

The second step in how to write an elevator pitch is to name the specific problems you solve – not just what you do – and how you help your target audience. For example:

  • “I help technology startups get news coverage in business and trade publications.”
  • “We help small businesses to manage their finances so that they can focus on doing what they do best."
  • "We help small businesses increase their online visibility and attract more customers."
  • "I guide first-time homebuyers through the complex mortgage process."
  • "We provide busy professionals with healthy, ready-to-eat meals."


3. What Makes You Unique

You may want to add a third sentence to your elevator pitch to showcase what makes your business special. You might mention proprietary technology or tools that you use, notable achievements or clients, or your special qualifications or expertise.

For example:

  • “Unlike traditional big-name firms that write heaps of press releases, we focus solely on pitching executive interviews and article placements to our extensive network of media contacts.”
  • “I work with people in their homes, and I also have a gym with Gyrotonic equipment, which is known for building flexibility and strength without putting strain on your joints.”
  • “As a small business owner myself, I just love helping small businesses succeed.”
  • “You know those graphics you see up on the scoreboard at the Swans games, and that ad campaign featuring the Australian men’s cricket team? That’s some of my work.”


4. Include a Call to Action


A good elevator pitch should end with a call to action that outlines the next steps to take the conversation forward. Make this clear to the listener. Remember that an elevator pitch should act as a base for further dialogue.

Your call to action should feel natural and match the conversation's tone. You could take these approaches:

Soft CTA:

  • "I'd love to hear about your experience with this challenge."
  • "Would you be interested in learning more about how this works?"
  • "How does this align with your current business needs?"

Direct CTA:

  • "Should we schedule a 15-minute call to explore this further?"
  • "I have some case studies I can share – what's the best email to send them to?"
  • "We're offering free consultations this month – would you like to book one?"

Networking CTA:

  • "Could we connect on LinkedIn to continue this conversation?"
  • "Would you be open to grabbing a coffee next week to discuss this in detail?"
  • "I'm hosting a workshop on this topic next month – would you like an invitation?"

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3 Examples of Elevator Pitches


Elevator pitches can come in different styles and formats, from generic examples to pitches featuring jokes, stories, questions, or stats. Consider your audience and choose a style that you think will resonate with them.


Here are three types of elevator speeches to use as inspiration:


1. Question-Based Elevator Pitches

A question-based elevator pitch opens by addressing a common pain point or challenge. This approach immediately engages the listener and shows that you understand their needs. The key is to ask questions that resonate with your target audience's specific challenges.

Effective questions might address:

  • Time management: "How much time do you spend organising your daily schedule?"
  • Cost concerns: “What if you could reduce your marketing expenses without sacrificing results?"
  • Growth challenges: "Is social media engagement holding back your brand's growth?"
  • Industry-specific problems: "How do you manage staffing during peak seasons in your industry?”

Here’s a good example of an elevator pitch that opens with a question, moves on to the problem and target audience, and finishes with a direct call-to-action:

Hi, I’m [name, position] from QuickBooks.


Do you find it challenging to navigate all the intricacies of the Goods and Service Tax? Our company founders hated dealing with all the complicated forms, too. That’s why they created a tool to guide business owners through the process step-by-step.


Do you have 15 minutes this week to discuss how our solution can help your business?


2. Stats-Based Elevator Pitches

By mentioning statistics, you can add credibility and impact to your pitch. Stats provide concrete evidence of the problem you're solving or the value you're offering. Here are some things to keep in mind when using stats in elevator pitches:

  • Keep numbers round and memorable
  • Use relevant, recent data
  • Connect statistics directly to business value
  • Compare "before and after" scenarios
  • Include industry-specific benchmarks

This example of an elevator speech includes relevant and surprising statistics, and finishes with a soft call-to-action:

Hi, I'm [name] from Quickbooks.

Did you know that small business owners spend an average of 40–80 hours each year preparing taxes? That’s up to two full work weeks lost to paperwork. Our automated system streamlines tax preparation, cutting the time spent on manual tasks by up to 50%.

Last year, we helped hundreds of Australian businesses save thousands of hours, giving them more time to focus on growth, customers, and revenue-generating activities.

Would you like to see how much time we could save your business?


3. Story-Based Elevator Pitches

By retelling stories with relatable examples, you can create emotional connections with your audience. A story for an effective elevator speech should:

  • Feature a character similar to your target audience
  • Present a clear problem-solution narrative
  • Include specific, memorable details
  • Demonstrate measurable results


Adding customer examples to your elevator pitches can demonstrate credibility. This example portrays a clear ‘before and after’ scenario showing how the product helps the consumer:


Hi, I’m [name, position] from QuickBooks.


At QuickBooks, we’re all about removing the stress of tax season. Laura, a business owner in Sydney, used to dread tax season, spending hours amid mountains of paperwork. Now that she uses QuickBooks, tax season is painless and she loves that the software automatically tracks her GST obligations.


Can we organise a chat to share how we can help with your taxes?

Tips for an Effective Elevator Pitch


The key to a compelling elevator speech isn't just in the writing – it's in the delivery. Here's how to make those crucial 30 seconds count:


1. Stick to Your Outline

To convey the core meaning of an elevator speech, you should speak naturally – the pitch shouldn’t sound rehearsed. Think of your speech as a roadmap rather than a script. Start by identifying the key points that tell your story:

  1. Your unique value proposition
  2. The problem you solve
  3. How you're different from competitors
  4. A clear call to action

While your delivery might vary slightly each time, you can deliver your main message each time by following this template. Remember, authenticity beats perfection – your goal is to start a conversation, not deliver a monologue.


2. Speak Slowly and Clearly

How you speak can make or break your pitch. The sweet spot lies between too fast (which signals nervousness) and too slow (which risks boring your audience). Here's how to nail it:

  • Practice breathing from your diaphragm for better voice control
  • Use strategic pauses to emphasise key points
  • Vary your tone to maintain interest
  • Match your speaking pace to your listener's energy
  • Make eye contact to build a connection

Time yourself – a good elevator pitch typically runs between 30-60 seconds. Any longer and you risk losing your audience's attention.


3. Record Your Elevator Pitch

Recording yourself is a useful way to improve your elevator speeches. Watching yourself back reveals what you might like to improve – and what you did well.

  • Does the speech sound conversational?
  • Are you clearly articulating your value?
  • Does the pace feel natural?
  • Is there a logical flow?

Try different approaches and watch the recordings back to see which ones work best for different audiences.


4. Be Positive

Your elevator pitch should radiate confidence and optimism. Focus on solutions rather than dwelling on problems.

  • Use active, positive language
  • Highlight opportunities rather than challenges
  • Share success stories or relevant statistics
  • Project enthusiasm through your voice and body language
  • End with a forward-looking statement or question

Remember, energy is contagious. If you're genuinely excited about your proposition, your listener is more likely to be engaged.

Tips for Growing a Business

Learning how to write an elevator pitch is just the beginning of your business growth journey. Whether you're a startup finding your feet or an established business ready to scale, strategic growth requires a multi-faceted approach.

At QuickBooks, we help your business to grow with our comprehensive tutorial videos, detailed user guides, and expert support team.

Head to our small business blog to find plenty of insightful advice on taking your business to the next level.

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