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Many businesses struggle to attract customers because their marketing messages are too general or vague, rather than due to a lack of interesting offerings. Experts say that crafting an effective elevator pitch requires more than simply stating what a business does in broad terms.
The problem often lies in failing to connect with the intended audience. For example, using phrases such as “I help people follow their dreams” or “We sell cookies” may not resonate with potential customers because these statements do not address specific needs or problems.
To improve engagement, businesses are encouraged to follow a structured approach:
First, they should clearly identify their target audience. This means specifying whether they are addressing groups like mothers, teachers, retirees, or students.
Second, companies need to address real problems that their audience already recognizes. By doing so, it becomes easier for potential customers to see the value in what is being offered.
Third, using language that matches how the customer speaks can make messaging more relatable and searchable online.
Fourth, it is important for businesses to explain how their product or service helps solve the identified problem and provides tangible benefits.
Finally, sharing testimonials from customers who have experienced positive change can reinforce credibility and show real-world results.
An example provided illustrates this process: A life coach who previously said she helps people “follow their dreams” revised her message after focusing on professional women in their 40s seeking career changes. The updated pitch became: “I help professional women in their 40s who feel stuck in unfulfilling careers gain the clarity and confidence to pivot into work they love without sacrificing income or starting from scratch.” This version specifies the target audience and addresses a concrete issue with clear outcomes.
Business owners seeking strong testimonials are advised to ask clients questions such as what changed after working together and where they were before versus after receiving help. This feedback can then be used in marketing materials to support key messages.
Clear communication about whom a business serves and how it addresses specific needs is seen as essential for making connections with potential customers and moving beyond generic pitches.
