Why Every Small Business Owner Needs a 60-Second Pitch

A 60-second pitch is one of the most valuable marketing tools you can have—because opportunities show up fast. A neighbor asks what you do. A referral texts you. Someone at an event says, “So what’s your business?”

If you can explain your business clearly in under a minute, you’ll get more calls, more referrals, and more confidence.

Summary

Your pitch should answer three things quickly: What you do • Who you help • Why you’re the safe choice

Why a 60-second pitch matters

1) Most referrals happen in conversation

Referrals don’t come from long explanations. They come from quick clarity: > “Oh, you do that? I know someone who needs you.”

2) It helps customers choose you faster

If your pitch is clear, it reduces hesitation and builds trust—especially for local services where people want a “safe, reliable” choice.

3) It improves every marketing channel

Your pitch becomes the foundation for:

  • your website headline
  • postcard copy
  • business card messaging
  • social media bio
  • voicemail greeting

The 5 most important things to say

1) What you do (in plain language)

Avoid jargon. Use words customers use.

✅ “We help homeowners replace and repair roofs.”
❌ “We provide exterior envelope solutions.”

2) Who you do it for (your ideal customer)

This helps people self-identify and refer you correctly.

Examples:

  • “Busy homeowners who want it done right.”
  • “Small offices that need reliable weekly cleaning.”
  • “Families moving into new homes.”

3) The problem you solve (the pain point)

People buy relief, not services.

Examples:

  • “Leaks and storm damage handled quickly.”
  • “A clean home without spending your weekend on it.”
  • “Lower energy bills and a more comfortable house.”

4) Why you’re different (one proof point)

Pick one credibility booster:

  • “Licensed & insured”
  • “Local, family-owned”
  • “Same-week estimates”
  • “5-star rated”
  • “We show up on time and communicate clearly”

One strong proof point beats five weak ones.

5) The next step (one clear action)

Make it easy: - “Text us for a quote” - “Call to schedule a free estimate” - “Scan to book”

A simple 60-second pitch template (copy/paste)

Option A: Home services > “We help [who] with [what] in [area]. Most people call us when [pain point]. What makes us different is [proof]. If you ever need help, the easiest next step is [CTA].”

Option B: Professional services > “We work with [who] to [outcome]. We’re best for people who want [benefit] without [common frustration]. We’re known for [proof]. If you want to talk, [CTA].”

Real examples (fill-in-the-blank style)

Cleaning company

“We help busy homeowners keep their homes consistently clean in [city]. People usually call us when they’re overwhelmed, hosting guests, or want their weekends back. We’re known for being reliable, respectful, and detail-oriented. If you want pricing, just text us your address and preferred frequency.”

Roofer

“We help homeowners with roof repairs and replacements in [city]. People call us after storms, leaks, or when their roof is older and they want peace of mind. We’re licensed and insured and we move fast on inspections and estimates. Call or text us and we’ll schedule an inspection.”

Realtor

“I help buyers and sellers in [area] navigate the process with a calm plan and strong negotiation. Most clients want clarity, good communication, and a strategy that protects their timeline and budget. If you’re curious what your home could sell for, I can do a quick market estimate—just text me your address.”

What to avoid in your pitch

  • Long lists of services
  • Industry jargon
  • Over-promising (“best in the world”)
  • No clear next step

If you feel yourself rambling, your pitch needs tightening.

Practice it until it feels natural

Try these:

  • Say it out loud 10 times
  • Record yourself once and listen back
  • Keep a “short” version (15 seconds) and a “full” version (60 seconds)

The goal isn’t to sound scripted. The goal is to sound clear.

Generate marketing text for your pitch (fast)

If you want help writing a clear business description (or turning your pitch into postcard-ready copy), use our Marketing Text Generator: Business Description Generator