Elevator Speech Development: How to Clearly Explain What You Do (and Why It Matters)

You have more opportunities to explain your business than you realize.

It happens in casual conversations. On intro calls. During networking events. In LinkedIn messages. At the start of a sales meeting that wasn’t supposed to be a pitch.

Someone asks a simple question:

“So, what do you do?”

And suddenly, the answer doesn’t feel so simple.

If you’ve ever stumbled, rambled, or defaulted to a vague description, the issue isn’t confidence—it’s clarity. That’s where elevator speech development comes in.

What Is an Elevator Speech?

An elevator speech is a short, clear explanation of who you help, what problem you solve, and why it matters. It’s typically delivered in 20–30 seconds and is designed to spark interest—not close a sale.

A strong elevator speech:

• Sounds natural in conversation
• Focuses on outcomes, not services
• Makes it easy for others to understand—and repeat—what you do

If someone hears your elevator speech and responds with “That makes sense” or “I know someone who needs that,” it’s doing its job.

Why Elevator Speech Development Matters for Business Growth

Business development doesn’t only happen in formal sales meetings. It happens everywhere.

Referrals
First impressions
Discovery calls
Speaking opportunities
Online bios and profiles

If your message isn’t clear, people don’t ask follow-up questions. And if they don’t ask questions, opportunities fade quickly.

A well-developed elevator speech:

• Builds instant credibility
• Positions you as a problem-solver
• Improves referral quality
• Strengthens sales conversations
• Aligns your messaging across platforms

The Most Common Elevator Speech Mistake

Most business owners start with what they do, not what the listener cares about.

For example: “I offer consulting services focused on strategy, operations, and growth.”
Versus: “I help business owners simplify how their company runs so growth doesn’t feel chaotic.”

Same expertise. Very different impact.

Your elevator speech should answer the listener’s unspoken question:

“Why should I care?”

A Simple Elevator Speech Framework That Works

Use this four-part structure to develop a clear, effective elevator speech.

1. Start With Who You Help

Be specific. Narrow feels risky, but it’s memorable. “We work with growing service-based businesses…”

2. Identify the Core Problem

Focus on one primary challenge. “…who struggle to clearly explain what makes them different.”

3. Describe the Outcome

What changes because of your work? “So they attract better-fit clients and close business more easily.”

4. Keep It Human

If it sounds like marketing copy, rewrite it. Elevator speeches should sound like conversation.

A Real-World Elevator Speech Example

To make this concrete, here’s a real elevator speech that follows the framework above:

“We help SME owners and business development teams clarify their brand and turn it into a growth system that attracts better-fit leads and keeps customers coming back—so you grow without constantly starting from zero.”

Why this works:

• It clearly defines who it’s for
• It focuses on outcomes, not services
• It speaks to both acquisition and retention
• It sounds natural when spoken

This is the standard your own elevator speech should aim for.

Elevator Speech Examples (Before and After)

Before:
“I provide financial planning and wealth management services.”
After:
“I help business owners make confident money decisions—without feeling overwhelmed.”

Before:
“We’re a construction company specializing in renovations and additions.”
After:
“We help homeowners love their space again—without renovation stress.”

Before:
“I run a digital marketing agency offering SEO, PPC, and web development.”
After:
“I help businesses turn their website into a steady source of qualified leads.”

Tips to Write an Elevator Speech That Sounds Natural

Say It Out Loud

If it feels awkward to say, it will feel awkward to hear.

Keep It Short

Aim for two to three sentences. Curiosity beats completeness.

Focus on One Audience

Different audiences require different versions. Networking, sales calls, and referrals may each require a different approach.

Invite a Follow-Up

The goal isn’t to explain everything—it’s to open the door to a deeper conversation.

Where Your Elevator Speech Shows Up

Your elevator speech isn’t just for live conversations. It influences:

• Website headline and hero copy
• LinkedIn headline and About section
• Email introductions
• Proposal openings
• Sales call positioning

When your message is clear in one place, it gets clearer everywhere.

Frequently Asked Questions About Elevator Speech Development

What is an elevator speech in business?

An elevator speech in business is a short explanation of who you help, what problem you solve, and the outcome you deliver. It’s typically spoken in under 30 seconds and designed to spark interest.

How do you write an effective elevator speech?

Start with who you help, clearly state the main problem, and describe the result you create. Use simple language and keep it conversational, not scripted.

What should be included in an elevator speech?

A strong elevator speech includes three elements: who you help, the key problem you solve, and the benefit or outcome you provide.

How long should an elevator speech be?

An elevator speech should be 20–30 seconds when spoken, or about two to three sentences.

What makes a good elevator speech?

A good elevator speech is clear, specific, and outcome-focused. It avoids jargon and encourages follow-up questions.

Should I have more than one elevator speech?

Yes. Many professionals use different versions depending on context, such as networking, sales calls, referrals, or online profiles.

How can an elevator speech help with business development?

A strong elevator speech makes your value easy to understand and easy to repeat. It supports referrals, improves sales conversations, and builds credibility quickly.

How often should you update your elevator speech?

Update your elevator speech whenever your positioning, audience, or offering changes—or if people stop asking follow-up questions.

Final Thought

If people can’t clearly explain what you do after talking to you, your elevator speech needs work.

Clarity builds confidence. Confidence builds conversations. Conversations build growth.

And if you ever need help tightening your message or turning what you do into something people instantly understand, Brand+Aid is built for precisely that.

Want help tightening your own elevator speech? Book a short, no-pressure conversation, and we’ll help you clarify your message and next steps.