The Positioning Sentence That Makes Pitching Easier
Pitching feels hard when you haven't clearly positioned what you do.
Most expert women introduce themselves like this:
“I’m a consultant” or “ I’m a coach”
or “I’m a trainer who works with organizations on leadership development.”
I’m guilty of using these introductions at one point of time or another. I’ve since learned that these aren’t bad answers—they’re just incomplete. They describe your role, not the transformation you facilitate.
When someone asks what you do and you can’t answer in one clear sentence, the problem isn’t nerves. It’s positioning.
Why Generic Answers Kill Conversations
Here’s what happens when you say “I’m a consultant”, for example:
The listener mentally files you under “vague professional services” and moves on. There’s nothing for them to remember, no way to refer you, and no reason to ask follow-up questions.
Compare that to: “I help women trainers turn their expertise into paid Substack newsletters so they can build authority without relying on corporate clients.”
One answer describes a role. The other describes a specific transformation for specific people using a specific method.
The Standard Formula
Most coaches and course creators will tell you to use this format:
“I help [specific people] [achieve specific outcome] through [unique method] so they can [ultimate result].”
Examples:
“I help mid-career women in tech move into director-level roles through 1:1 positioning work so they can lead without burning out.”
“I help experts package their knowledge into paid newsletters so they can monetize what they already know without building an audience first.”
This approach works. It’s clear and direct. It’s a statement, not a pitch.
But it’s also what everyone else is doing.
The Approach I Actually Use (And Teach)
I prefer the “You Know How...” pattern because it creates conversation instead of performance—and it immediately differentiates you from every other expert reciting their elevator pitch.
The Template:
You know how [specific people] [struggle with specific problem]?
[Wait for response]
Well, I help [those people] [achieve specific outcome] without [the pain point or friction they expect].
Examples:
