Nail Your Elevator Pitch with Laura Camacho (WEofC Live Workshop: Apr 2018)


WEofC hosted an educational workshop to help women entrepreneurs with their elevator pitches to be able to answer the question "what do you do" with clarity and confidence. We learned how to describe our businesses as if we were talking to a child. 

Thank you to our speaker, Laura Camacho, the founder of Mixonian Institute and to Lorelie Brown of Showhomes of Charleston for hosting us in their fabulous space. Also, to Joanna Scism of Donut Connection and Ariel Burroughs of Orchid Bakery for their delicious treats!

> Speaker Summary written by Adriana Richardson

Speaker Summary:

What are our frustrations when it comes to talking about our business?

  • Repeating the same thing too much?
  • Saying too much information at once?
  • Not connecting with your audience?

Fact and Myth Game:

  1. Myth #1: Elevators are a place to sell.
    1. Fact: Definitely not! Our elevator pitch is supposed to be an introduction and lead to a conversation. As Laura put it, you would not want to try to do an introduction and try to sell all in the same breath. 
  2. Myth #2: The same pitch will work for all.
    1. Fact: Another hard NO. You need to evaluate the audience and come up with a speech that way. Speaking one way will not work for long, especially if you want a mixture. 
  3. Myth #3: You only need one conversation when you meet someone.
    1. Fact: You guessed it, NO. When you first meet someone it is only the introduction. You don't want to come off strong and scare the person away. You want to build a relationship first. Even if the person isn't interested in your services, you now have someone that may refer you to another person that is wanting your service or product. 

How do you want to be viewed? Did you know that a person will make an opinion on you in just two seconds depending on your body language? 

  • A good tip to keep in mind when it comes to this is simple, to be open and relaxed. If you constantly have your arms crossed or fidgeting, it may scare people off or they come up with an inaccurate view of your personality. 

Here are three points to a successful elevator pitch:

  1. Speak First- Give the person your first and last name and a handshake. You want to be the one in charge of the conversation. Sometimes you will have to 'bush in' on groups that are talking and will introduce herself that way. While it may not be the most common approach, it is something to keep in mind. 
  2. Adapt- Find out information about the person before you talk about yourself. Since you were the one that initiated the conversation, this allows you to find out more about the person and can even use it to figure out what you want to discuss. Ask them what brought them to the event and keep the conversation going.
  3. Goal- The goal you want is another conversation. You've nailed your conversation and you have the attention of a potential future client! Your next goal is to build and maintain a relationship. 

When practicing your own speech, ask your self these questions:

  1. What broad industry are you in?
  2. What kind of people do you serve in the industry?
  3. What are ways you make life better/ easier/ fun/ etc. for the people you serve?

Once you've come up with the answers, you can use this to come up with your own elevator pitch. Not sure how to begin, here is a sample we used during the event:

Hi, I'm (NAME) and I'm in the ______ industry. I _______ to/for _______ so that __________. My speciality is _______. What makes me different is _______. 

You don't exactly have to do this word for word, but it at least gives you an idea on how to perfect your speech. It helps to practice out loud what you want to say. Keeping a journal is also very helpful. 

If you ever struggle with wording, remember to think about your audience. If you struggle about how to describe your business, put in simple words almost as if a child were asking. 

To learn more, or get personalized help from Laura, visit

Special thanks to our professional photographer, Kelly Vann Calaway:

Melissa Cote