How to Write an Elevator Pitch That Actually Works: 5 Simple Steps for Service-Based Businesses

If you’ve ever fumbled through the dreaded “So, what do you do?” question, this one’s for you.

Chances are, you know your service-based business inside and out. But explaining it clearly — and quickly — is a whole different skill set. That’s where a solid elevator pitch comes in.

At Makin’ It Marketing, we help service-based businesses tell their story in a way that’s confident, clear, and actually gets remembered.

Your elevator pitch isn’t just something you use at networking events — it’s the foundation of your messaging, and it shows up everywhere: your website, social media bio, sales emails, and even how your team talks about what you do.

Here’s how to write an elevator pitch that sticks — in five easy steps.

1. Start With the Real Problem Your Customers Face

Every strong pitch starts with empathy. Before you talk about your service, talk about the problem it solves. Your customer needs to feel like you get them — and that starts by naming the pain point they’re dealing with.

Ask yourself:

What’s the main issue my ideal client is facing?
How would they describe that problem in their own words?

Now turn that into a short sentence, like:

“Most businesses struggle to get seen by the right people online.”
“You know how a lot of companies waste time on marketing that doesn’t work?”

This creates an instant connection. People listen when they feel understood.

2. Explain Your Plan to Help Them

Once you’ve defined the problem, you need to offer a solution — but keep it simple. This isn’t the time for industry jargon or listing every service you offer.

Instead, outline your core approach in one clear sentence.

Try something like:

“We manage their marketing so they can focus on running their business.”
“We’ve developed a step-by-step process that gets them results without the stress.”

Keep it focused on how you help, not just what you do.

3. Show What Success Looks Like

Here’s where you paint the picture of what life looks like after working with you.

This step is all about helping your listener imagine the results — not just the service.

Some examples:

“...so they finally feel confident in their brand and start getting noticed.”
“...so their website, emails, and social media are all working together to grow their business.”

This is your opportunity to highlight the transformation, not just the transaction.

4. Invite the Conversation With a Question

Here’s the part most people skip — and it’s one of the most powerful. End your elevator pitch with a question. It keeps the conversation going and gives your listener something to respond to.

It could be as simple as:

“Have you ever worked with someone on your marketing before?”
“Does that sound like something your business has dealt with?”
“What’s your biggest challenge when it comes to showing up online?”

This shifts your pitch from a monologue to a dialogue — and that’s where real connections happen.

5. Put It All Together

Now, combine all four parts into one clear, confident elevator pitch. Here’s an example of what we say:

“Most small businesses feel overwhelmed when it comes to marketing. At Makin’ It Marketing, we manage their social media, email newsletters, and website content so everything works together to actually grow their brand. That way, they stop second-guessing and start seeing real results. Have you ever worked with someone to help with your marketing?”

Keep it natural, and make sure it sounds like you. This is your story — just simplified.

Why Your Elevator Pitch Matters

Your elevator pitch isn’t just a networking tool — it’s the first impression your brand gives.

It shows up on your website, your social media, your email signature, and every single intro call you take.

When you get clear on how to talk about what you do, everything else in your marketing becomes easier.

And if you’re still feeling stuck or unsure how to apply this to your own business, that’s exactly what we do at Makin’ It Marketing. We help service-based businesses like yours clarify your message, build your brand, and market with confidence — without overcomplicating things.