Why Elevator Pitches Are So Hard (and How to Avoid the Top 3 Mistakes)

Running a small business comes with its share of rewarding moments, from winning over new clients to creating something meaningful with your own hands. But if there’s one thing many business owners struggle with, it’s this: introducing yourself in a way that actually resonates.

Whether you’re at a networking event or updating your website bio, crafting an elevator pitch that feels authentic and engaging isn’t easy. It’s a blend of clarity, confidence, and connection, and even seasoned pros get tripped up.

I’ve met plenty of brilliant business owners who freeze up the moment someone says, “So, what do you do?”

If you’ve ever felt that way, you’re not alone.

What Is an Elevator Pitch, Really?
An elevator pitch is a short, clear explanation of who you help, what you do, and how you do it—delivered in about 30 seconds or less. But here’s the thing: the best elevator pitches don’t sound like pitches at all. They sound like real conversations.

Take, for example, one of my accountability partners. She’s based in the West Coast and works in a niche industry: helping scientists and tech professionals grow their careers. Instead of launching into a long explanation, she takes a more conversational approach:

Person: Tell me what you do.
Her: Do you know any scientists or tech professionals among your family or friends?
Person: Yes, absolutely.
Her: I help get them promoted within their industry.

That simple exchange does a few powerful things:

• It creates a connection through someone they already know.

• It highlights a specific outcome.

• It invites referrals naturally.

While this style may not be the right fit for everyone, it serves as a reminder that you don’t have to be flashy or clever to be effective. You just have to be clear and a little creative.

Three Common Elevator Pitch Mistakes to Avoid

Even if you’re not aiming for the perfect pitch, there are a few common traps to steer clear of:

1. Being Too Vague
Generic phrases like “I help businesses grow” don’t leave a lasting impression. Instead, think about how you help and who you help. The more specific you are, the more likely someone is to remember you—or even refer you.

Try:
“I help window treatment professionals get more visibility through email marketing.”
Instead of:
“I do marketing for small businesses.”

2. Using Jargon
When you use industry-specific terms or buzzwords, it’s easy to lose people, especially if they’re not familiar with your line of work. The goal is to be understood, not to impress.

Speak plainly, like you’re talking to a friend or a neighbor. This makes your message more approachable and relatable. Or, as a colleague of mine tells it, “Play chess, speak checkers.”

3. Talking Too Much
If your introduction turns into a monologue, chances are the other person has already checked out. Keep it short and focused. You want to aim for a pitch that can be delivered in one breath. If they’re interested, they’ll ask follow-up questions.

Resources That Help You Get Better at This

If the idea of crafting your own pitch still feels overwhelming, here are two fantastic resources I recommend:

• Laura Templeton of 30 Second Success
  She’s a pro at helping people clarify their message and nail their pitch in a way that feels authentic.

• Captivate: The Science of Succeeding with People by Vanessa Van Edwards (affiliate link)
  This book dives into how to make strong impressions and build rapport—especially helpful for networking events.

Let’s Talk

How do you feel about giving your elevator pitch? Do you love it, loathe it, or fall somewhere in between?

Leave a comment and share your experience. I’d love to hear what’s worked for you or what still feels tricky. And if you’re still refining your pitch, just remember: the best ones aren’t perfect, they’re practiced.