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I’ve taught this process to students for years. And I want to share just a few examples from my Momentum students (my year-long business growth program), so you can see how this works in practice.

Katya Ruslan says I help coaches and healers find and share the silver lining in their most painful experiences so they can help others and make a meaningful impact in the world.

Beth Ellen Nash says I empower Dyslexics to gain skills and confidence so they can thrive in school and in life.

And then we have Kelly waters. Her statement is: I help women who struggle with yo-yo dieting, emotional overeating, and binge eating to overcome their issues by understanding their brain chemistry and how this links to food and their stories. So they can naturally find balance, reduce cravings, and learn to enjoy food and find freedom from it at the same time.

So now that you’ve seen a few examples, before we move on to Step #4, take a moment to write your one-sentence statement. And remember progress over perfection. Don’t try to get this perfect. Just take a stab. Let the words flow. You can always come back to this later.

And I promise you, you’re going to fine-tune and refine this as you practice and say this out in the real world. And then see the expressions you get back. Whether someone lights up, they lean in, they ask you the money questions like: Tell me more. Where can I sign up? Oh, I’ve got to introduce you to my friends.

If that happens, that’s a great sign that you’ve really got something cooking!

​But if people just go blank or look disinterested, keep working on it until you get it right. As long as you’re speaking to your perfect customer, the words you say in this elevator pitch should open them up to wanting to hear more.