This Community Voices column is written by Tonya Bolton, who shares advice, tips and ideas for entrepreneurs. You can reach her at info@tonyaboltonphotography.com.
If you want to see a grown adult freeze like a squirrel in headlights, just say the words:
“So… what do you do?”
Every business owner I know has stumbled through this moment at least once — including me. It’s wild, because we live in a world where we can explain an entire conspiracy theory in two TikToks, yet describing our own business in 30 seconds? Suddenly we sound like a malfunctioning robot.
But here’s the reality:
That 30-second window — whether you’re in an actual elevator, at a Chamber event, in line at Kroger, or talking to someone at a kid’s basketball game — is often the only chance you get to make someone remember you.
Good news: creating a strong elevator pitch isn’t about being clever. Or scripted. Or salesy. It’s about communicating your value in a way that feels human.
Here’s how to make it easy, casual and effective — and how I use these exact steps in my own photography business every day.
1. Start with the problem you solve — not your job title
Most people start with:
“I’m a photographer.”
“I’m a realtor.”
“I’m a financial consultant.”
Yawn.
Job titles make people guess what you actually do. And guessing is work. And people avoid work.
Instead, start with the problem you solve or the outcome you create.
Example from my world:
Instead of saying, “I’m a photographer,” I say:
“I help people look confident and polished in their photos so their business stands out and they can finally stop avoiding the camera.”
Boom.
Now people understand what I do for them, not just what I am.
Action Step:
Write down the problem your business solves. Make it one sentence.
If a stranger can understand it in three seconds, you’re on the right track.
2. Add a tiny, memorable detail
People remember stories. People remember visuals. People remember specific examples much better than generic statements.
So after your one-liner, add a detail that paints a picture.
For me, I might say:
“I once had a client who hated being photographed so much when she arrived at the studio for her session, she stopped in the foyer and seriously considered turning around and leaving — but by the end, she was posing like she belonged on a magazine cover.” (TRUE STORY!)
It’s fun. It’s specific. And it tells people:
- I’m experienced
- I’m good with nervous clients
- I add humor and ease to the experience
Action step:
Think of one example — just one — of how you helped a customer.
Turn that into a one-sentence story.
Make it visual. Make it simple. Make it human.
3. Keep it casual (Like you’re talking to someone at a cookout)
People stiffen up when they think they need a “professional” pitch. Suddenly they talk like a corporate voicemail recording:
“Hi, my name is Tonya, I provide high-quality creative services with a focus on client satisfaction.”
No one talks like this in real life.
Your pitch should sound like something you’d actually say… not something you dusted off from a business seminar in 1997.
When people ask me what I do, sometimes I keep it super simple:
“I make people look and feel good in photos — even the ones who would rather have a root canal than take a headshot.”
It always gets a laugh. And when people laugh, they remember.
Action Step:
Record yourself saying your pitch.
If you sound like a voicemail menu, loosen up.
4. End with a ‘soft door’ — not a sales pitch
This is where most entrepreneurs try to cram their entire business history into one breath:
“I do families and seniors and headshots and full on branding photography. Also I design and sell gorgeous wall art and—”
Stop.
You’re overwhelming them.
Instead, you want a soft door — a simple way for the other person to continue the conversation if they want to.
For me, that might be:
“If you ever need a new headshot or branding photos, let me know — I make the process painless.”
It’s light. It’s non-pushy. It lets them lean in.
Examples for other industries:
- Realtor: “If you ever have questions about selling or buying, I’m always happy to be a resource.”
- Boutique owner: “If you ever need help finding an outfit for an event, come see me — I’m great at styling.”
- Mechanic: “If your car ever does something weird, call me first. I’ll tell you if it’s serious or not.”
Simple. Helpful. No pressure.
Action Step:
Write one sentence that offers help without asking for anything.
5. Practice until it feels natural (not memorized)
Your pitch should feel like an outfit you love — comfortable, flattering and easy to put on.
Not like a costume you’re wearing for the first time.
I practice mine everywhere:
- In the mirror
- In the car
- While cooking
- To my dog (he’s a very supportive audience)
The more natural you sound, the more confident and credible you appear.
If it feels rehearsed, rewrite it.
If it feels like you, keep it.
Putting it all together: my real 30-second pitch
Here’s my real elevator pitch as a working photographer in this community:
“Hi, I’m Tonya. I help people look and FEEL like a supermodel for a day — even if they hate being in front of the camera. I’ve photographed hundreds of nervous business owners and by the end they’re usually laughing and saying, ‘I didn’t know I could look like this!’ So if you ever need a headshot or branding photos, I’m happy to make it painless.”
That’s it. Thirty seconds. No jargon. No pressure.
Just clarity, confidence, and personality.
Final thought
Your elevator pitch isn’t about sounding smart. It’s about making someone understand — instantly — who you help, how you help them, and why it matters.
When you get this part right, networking becomes easier. Conversations become smoother. People remember you faster. And opportunities find you instead of the other way around.
So take 10 minutes today. Write your problem-solving one-liner. Add a story. Loosen it up. And practice until it feels like something you’d naturally say to your neighbor. Thirty seconds can change your business — but only if those 30 seconds count.
HOMEWORK:
Remember the game Mad-Libs?? Use this template to create your perfect elevator pitch:
“I work with [type of person] who want [desired result].
One of my clients [one-sentence mini story that proves the result].
If you ever need help with [specific thing you offer], I’m always happy to be a resource.”
If you have an idea for a Community Voices column, email Meghan Goth at mgoth@linknky.com.
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