We’ve all been there: someone asks, “So, what do you do?” and we freeze, ramble about some of our offerings, or list technical services while their eyes glaze over. At our recent 3rd Wednesday, business growth event at StartUp Danville, local author and copy editor, Tammy Burke shared how to change that.
Tune Into Your Audience’s Favorite Station: WIIFM
Most pitches fail because they read like a resume. The listener’s immediate reaction is: “Why should I care?” To get people to “lean in,” your pitch must immediately tune into WIIFM (What’s In It For Me?).
Instead of talking about your business, focus on their goals, frustrations, and future.
Different Audience = Different Pitch
One size does not fit all. Different audiences are asking for different things:
| Audience | What They Are Asking | Your Pitch Focus |
| Customers | “Can you solve my problem?” | Saving time, reducing stress, outcomes. |
| Investors | “Can this make money?” | Market size, scalability, revenue potential. |
| Networking | “Can we help each other?” | Referrals and mutual opportunities. |
| Media | “Is this interesting?” | Timely angles and human interest. |
The 30-Second Pitch Formula (To Spark Curiosity)
When time is short, your only goal is to create curiosity. Use this quick, fill-in-the-blank template:
“I help [Target Audience] who struggle with [Problem] by providing [Solution] so they can [Outcome]. Would you like to hear more?”
Example: “I help local business owners who struggle to stand out online by creating professional branding packages so they can confidently attract high-value clients.”
The 1-to-2 Minute Pitch: Power It with Story
The secret to a longer pitch is storytelling. If you have a couple of minutes with a warm lead, structure it like this:
- The Hook: Grab attention with a relatable question.
- The Problem: Clearly define the pain point.
- The Story (The Secret Sauce): Share a 30-second example of a client you helped. Stories build emotion and memory.
- The Solution & Difference: Explain how you solve the problem and why you’re unique.
- Call to Action (CTA): End with a clear next step (e.g., “Let’s grab coffee next week”).
What’s your business’s WIIFM? Draft your 30-second pitch today and start practicing!
Bucknell SBDC offers no cost, confidential business consulting to help your business start and grow. Sign up today and be sure to join us at StartUp Danville every 3rd Wednesday of the month for more networking opportunities and presentations like this one.
