Rung 6 of 12
The Pitch
Everything so far was wiring. This is the first rung about the actual game: saying what you do, to a human, in words that stick. The test isn't whether it sounds good — it's whether a stranger can repeat it back correctly.
Why this is a rung and not a "branding exercise"
Watch what happens when most new owners get asked "so what do you do?" — three minutes of context, a nervous laugh, and the listener walks away unable to refer them to anyone. Every one of those conversations was a free marketing channel, wasted. The pitch is how you stop wasting them.
The shape
One paragraph, four load-bearing parts:
- Who — the specific person from your Rung 1 sheet. "Homeowners with old sash windows," not "anyone who needs windows."
- What — the problem you take off their plate, in their words, not your industry's words.
- How much — a real number. Saying your price out loud without flinching is a skill, and this is where you build it.
- Why you — one concrete, checkable reason. "I've done 200 of these." "I answer the same day." Not "passion for excellence."
The repeat-back test
Say it to someone. Then ask them: "what do I sell, and who should you send my way?" If their answer is right, the pitch works. If they hesitate or generalize — "he does, like, computer stuff?" — the pitch failed, and no amount of liking how it sounded changes that. This test is brutal and free and most businesses never once run it.
Out loud matters
A pitch that only exists in writing isn't a pitch, it's copy. You will say this at a counter, on a phone, at a kid's birthday party. Drill it out loud until the sentences are yours — shorter than written English, no words you'd never actually say. When it stops sounding like a mission statement and starts sounding like you explaining something to a neighbor, it's done.
With the copilot — membership, $9.99/mo
The copilot drafts with you, then plays the stranger: it listens to your pitch, repeats back what it heard a normal person would retain, flags the word where attention died, and drills variants until the repeat-back comes out clean. Then it preps you for the two real humans.
The milestone — checkable, not a vibe
Pitch delivered out loud to two real people — and when asked "what do I sell?", both answered correctly. Their words, not yours, are the proof.
Everything on this page is free to use on your own. The membership is the copilot doing it with you — a coach that remembers your business and your progress — plus a milestone review before you climb. $9.99 a month, cancel anytime — and we expect you to.