How to Write a 60-Second Elevator Pitch That Actually Works
Step-by-step guidance for business owners who want a clear, memorable introduction — not a sales script
What is an elevator pitch — and why does it matter for business networking?
An elevator pitch is a short, focused description of what you do, who you help, and why it matters — delivered in the time it takes to share a lift ride with a stranger. In networking, it typically takes the form of a 60- to 90-second spoken introduction at the start of a meeting, where every attendee introduces themselves to the room.
A well-constructed pitch is one of the most commercially valuable tools a business owner can have. Done well, it makes you instantly memorable, creates referral opportunities, and positions you clearly in people's minds long after the meeting has ended. Done badly — or not done at all — it leaves people unsure what you actually do, which means they never think to refer you.
At that networking group in Buckingham, every attendee delivers a 90-second introduction at each meeting. Members consistently report that the discipline of preparing and refining this pitch — month after month — becomes one of the most useful communication exercises they do for their business. What starts as awkward becomes polished; what was vague becomes precise.
What a good elevator pitch must include
The most effective pitches answer five questions, in this order:
Who are you? Your name and your business name. Keep this brief — it is the context for everything that follows.
What do you do? Describe what you actually do day-to-day, in plain English. Not your job title, not your sector — what you do. 'I help growing businesses manage their HR compliance' is more useful than 'I am an HR consultant.'
Who do you help? This is the most important element. Be as specific as possible about your ideal client. A specific description makes it easy for others to make referrals; a vague one makes it impossible.
What problem do you solve? What does life look like for your clients before they work with you — and what does it look like after? The contrast communicates value more powerfully than any list of services.
What does a good referral or introduction look like? Tell the room exactly who to send your way. 'The best thing anyone could do for my business is introduce me to a Buckingham professional services firm with between five and 25 staff.' Specific referral requests produce specific referrals.
Step-by-step: writing your pitch from scratch
Step 1: Start with your client, not yourself
Most people write their pitch starting from what they do. The best pitches start from the perspective of the client — their problem, their frustration, their goal. This immediately makes your pitch more engaging, because people listen for things that are relevant to them or to people they know.
Step 2: Write it out in full — then cut it in half
Write down everything you want to say in your pitch, without editing. Then read it aloud — it will almost certainly be too long. Cut mercilessly. Every word that does not add clarity or value should be removed. A tight 90-second pitch is always more effective than a sprawling two-minute one.
Step 3: Read it aloud — repeatedly
A pitch that reads well on paper often sounds stilted when spoken. The only way to know whether your pitch works is to say it out loud, ideally in front of another person. Record yourself on your phone and listen back. The first time is usually uncomfortable; by the fourth or fifth time, you will know exactly what to keep and what to change.
Step 4: Make it specific
Go through your draft and identify every vague word or phrase. 'Businesses' becomes 'professional services firms in north Buckinghamshire.' 'Help them grow' becomes 'help them increase their fee income without increasing their workload.' Specificity makes a pitch memorable; vagueness makes it forgettable.
Step 5: Test it with someone who does not know your business
Ask a friend, family member, or trusted colleague who is not in your industry to listen to your pitch. Then ask them: what do I do? Who do I help? Would they know how to refer someone to you? If they cannot answer confidently, the pitch needs more work.
A worked example
'I am James, and I run a commercial property surveying practice called Cornerstone Property. We work with small and medium-sized businesses across Buckinghamshire and South Northamptonshire who are taking on new commercial premises — typically a lease between two and ten years. What most of our clients have in common is that they have never leased commercial property before and they do not know what they do not know. We make sure they understand exactly what they are signing up for, and we negotiate the best possible terms on their behalf. The most useful introduction anyone could make for me is to a business owner who is actively looking for new office or retail space, or whose current lease is coming up for renewal in the next 12 months.'
This pitch works because it is specific about who James helps, describes the problem in terms the client recognises, and gives a clear referral request that anyone in the room could act on immediately.
How to refine your pitch over time
The first version of any pitch is rarely the best. The most useful thing you can do is to attend a networking group consistently, deliver your pitch every month, and pay attention to how people respond. When someone says 'that is interesting — I might know someone for you', make a note of what you said that produced that response. When eyes glaze over, make a note of what did not land.
Frequently Asked Questions
How long should an elevator pitch be?
Between 60 and 90 seconds for most networking contexts. At that networking group in Buckingham, the format is 90 seconds — enough time to communicate clearly without losing the room's attention. The discipline of a time limit forces clarity, which is why most pitches improve when they are kept short.
Should I memorise my pitch word for word?
No — a memorised pitch sounds memorised, and the effect is noticeably less engaging than a pitch that sounds natural and confident. Instead, memorise the structure and the key phrases. Know your four or five anchor points and let the actual words come naturally each time. This also means the pitch adapts slightly to the room and the moment, which makes it feel more human.
What is the most common mistake people make in their elevator pitch?
Being too vague about who they help. 'I work with businesses' or 'I help entrepreneurs' tells the room nothing specific enough to act on. The more specific you are about your ideal client — their size, sector, location, problem — the more likely it is that someone in the room will know exactly who to introduce you to.
Should I change my pitch every meeting?
Not entirely — but refining it regularly is good practice. If you attend the same group monthly, vary the referral request or the client example to keep it fresh for returning members. The core structure should remain stable; the specific details can evolve as your business does.
How do I stop feeling nervous when I deliver my pitch?
Practise it until it feels automatic. The nervousness associated with a pitch is almost always the nervousness of uncertainty — not knowing what you are going to say and whether it will land. When the pitch is genuinely internalised, the nervousness reduces significantly. Most members of that networking group report that their comfort with the format increases noticeably within two to three meetings.
Practise your pitch in a supportive, professional environment.
that networking group meets monthly in Buckingham — a relaxed and friendly setting where you deliver a 90-second introduction every month and watch it improve. To attend as a guest please get in contact.