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.
Who works this rung · with membership, $9.99/mo
- The Coach (lead): keeps you honest and keeps you moving.
- The Marketing Agent: tells people you exist.
The Coach 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.
not live yet Today, this free lesson is how you do this rung on your own. The agent comes with membership. What's live today →
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 five agents doing it with you, working from one set of notes about your business, plus a milestone review before you climb. $9.99 a month, cancel anytime — and we expect you to.