You Need a Clearer One
Ever notice how when someone asks “What do you do,” most people reply with a link, a title, or a list of services? But very few say something that actually sticks.
Your answer should not read like a sales sheet. It should feel like a spark. A reason to lean in.
An elevator pitch has nothing to do with an elevator. Honestly, if someone tried to pitch me while stuck between floors, I’d be pressing that emergency button.
You get ten seconds. One shot. What are you going to say?
Most pitches are loud. Too loud. Too long. Too scripted. They cram everything into one sentence.
“I help women entrepreneurs scale their digital businesses using strategy, automation, content, and visibility.”
Technically accurate. Completely forgettable.
The best pitches do not shout. They stick.
This:
I help women stop posting and start converting.
That:
I provide customized coaching services to help female entrepreneurs clarify their messaging and generate revenue using multichannel marketing platforms.
You already know which one sparks real curiosity.
A strong pitch does not explain everything. It opens a door. It invites a question. It leaves room for someone to say, “tell me more.”
If your pitch is still trying to impress, it is not doing the work.
Fortune First Thinking
Bernadette Jiwa teaches us that the fortune is what people remember. The wrapper is forgettable. If your brand is heavy on visuals and claims but light on meaning, you’re just another option in the feed.
I worked with a consultant who had colors, fonts, and a service menu. None of it made her stand out. She wanted clients to feel like she knew what she was doing. That was cookie thinking.
We found her fortune by digging into why she left corporate to serve small brands. We uncovered her magic: clients who felt brave again after hiding for a year.
Her new pitch:
I help entrepreneurs feel brave again in their business.
That sentence reshaped everything. Headlines, emails, captions. It spoke. It converted. It brought fortune first.
Story Is a Business Asset
This is not marketing fluff. It is facts with feeling.
In 2024, firms that prioritized storytelling over product features saw more than 30 percent better customer loyalty and repeat purchases. That is not because their product was better. It is because their brand felt better.
Apple did not just design sleek phones. They sold identity. Steve Jobs did not pitch features. He sold being part of something bigger. That is why customers camp outside stores weeks before a release.
Patagonia told people not to buy a jacket. They put environmental purpose above revenue. Result? Patagonia’s sales increased and its community grew stronger.
Lego nearly collapsed in 2003 after stretching into theme parks, video games, and other distractions. When they refocused on their brand purpose—inspiring creativity for kids—they reversed a $300 million loss and moved into profit by 2004.
Real Brands Who Lead with Fortune
Apple sells creative freedom.
Dove sells self-worth.
Airbnb sells belonging.
Patagonia sells purpose.
Nike sells belief.
None of them are just pitching products. They are anchoring identity.
Three Brand Examples That Breathe Fortune
Case 1: Boutique Wellness Coach
Before: “I offer stress management sessions for busy professionals.”
After: “I help women find calm in chaos after full days.”
What We Did: Moved from vague service to specific emotional outcome. Clarified tone: warmth and empathy.
Result: Webinar signups jumped by 30 percent within the first month and signups were from ideal clients, not just interest.
Case 2: Tech Mentor
Before: “I teach women developers to build mobile apps.”
After: “I help women turn their app ideas into real downloads.”
What We Did: Shifted from skillset delivery to audience outcome. Highlighted transformation, not task.
Result: Project inquiries doubled. Clients reported higher confidence in their roadmap and measurable downloads after launch.
Case 3: Boutique Interior Designer
Before: “I do modern designs for small businesses.”
After: “I create workspaces that feel like home even when you do not have time to decorate.”
What We Did: Reframed from aesthetic service to solving a client pain point. Clarified target and emotional state.
Result: Phone consultations tripled. Clients shared they immediately felt understood.
Coach Who Helped Women Feel Seen
Swapped out a generic headline for:
I help women stop hiding and feel seen again.
Applied that phrase across the homepage, email sequence, and invoices.
Result: 75% increase in discovery call bookings and double the monthly engagement in the email list.
E-Commerce Shop Owner
Before: Product focus.
After: We help busy parents give kids confidence so mornings are not chaos.
Refreshed homepage, cart abandonment email, even packaging note with that message.
Result: Purchase rate rose by 18% and repeat customers doubled over 60 days.
Actionable Steps: Build Your Fortune-Focused Strategy
- Start at the feeling.
What made you say this work matters? Go back to those moments. - Reframe your pitch.
Use this format:
I help [who] go from [problem] to [emotional result]. - Say it aloud.
If it sounds stiff, rewrite it until it feels like you saying it in a real conversation. - Use it everywhere.
Homepage, bios, discovery calls, emails, captions. Make sure it is consistent. - Show your fortune with a story.
Pick a client who embodies the transformation. Break it down: before, what you did, how they changed. Add metrics if possible.
The Bottom Line
You do not need to be louder. You need to be clearer.
You do not need to list features. You need to share meaning.
You do not need a cookie. You need a fortune.
That is what people take home with them and talk about.
That is what builds real brands.
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