If you’ve ever stumbled over your words when someone asks, “So, what do you do?”, you’re not alone. Explaining what you do as an interior designer, concisely and in a way that actually sticks (often referred to as an elevator pitch) can feel surprisingly hard.
BUT, if you can clearly explain what you do – it will be one of the simplest, and most powerful, marketing tools you have. That’s where an elevator pitch comes in.
Whether you’re at a networking event, chatting at school pick-up, or meeting a potential collaborator, a great elevator pitch helps people instantly understand who you help and how. In this post, I’m sharing what makes a memorable pitch, common mistakes to avoid, and a simple structure to craft your own.
Elevator Pitch: the good, the bad and the ugly
As we sat around the long sweep of tables, a man stood and carefully drew out first an egg, and then a hammer, from his briefcase.
He gingerly placed the egg on the desk in front of him and hovered the hammer above. The room fell silent, everyone focused on what might happen next. The people sat either side of the man looked on nervously, leaning away, visibly squirming in their seats.
For the next 60 seconds this man held the attention of the entire room. Not a single person was daydreaming, or scrolling on their phone. We were mesmerised.
This was one of the best elevator pitches I have ever heard given at a networking meeting. It was memorable. HE was memorable. Afterwards everyone was talking about him, and his business, and wanted to chat with him some more.
The thing is, your elevator pitch (or 60 seconds) isn’t meant to sell. It’s just an opener, a simple, memorable way to make people curious enough to want to know more.
I’ve witnessed some pretty bad elevator pitches too. There’s a general fear of public speaking – and most people think they just won’t know what to say. In reality, more often people get started and can’t stop. They drone on and on, sharing irrelevant information (yet sometimes never mentioning their company name), or listing services no one understands, and you’re left confused, with no idea what they actually do.
Why elevator pitch?
Legend has it the term “elevator pitch” comes from early Hollywood screenwriters. They knew that if they ever found themselves in a lift with a big-shot producer, they had about 30 seconds to sell their movie idea before the doors opened and their chance disappeared.
In business it’s much the same, except the “elevator” might be a networking event, a Zoom call, or a chance meeting at school pick-up. You’ve got a brief window to make an impression and explain what you do before the conversation moves on.
Most people absolutely dread it, putting far too much pressure on themselves. Interior designers especially. There’s that horrible pressure to cram everything in — your services, your ideal client, your process, your expertise, your design style, your philosophy about natural light — and you end up rambling until you can see people’s eyes glaze over.
What an elevator pitch actually is
Think of it as your verbal business card. A quick, clear summary of:
- Who you are
- What you do
- Who you help
- The problem you solve or the benefit you bring
If you’re at a formal networking event, you might have 60 seconds. In conversation, you might only get 10 or 20 – or perhaps a minute or two. Either way, the goal is the same: to be clear, concise, and memorable.
Remember, at most networking events, half the room is too busy panicking about what they’re going to say to really listen to you. So, the simpler you make it, the better.
Why most pitches fall flat
Here’s where many interior designers go wrong:
- They try to talk about everything they do. (“I design, source, style, manage builds, and sometimes run workshops…”)
- They forget to say who they help. (“Everyone with a house” isn’t specific enough!)
- They use industry jargon that means nothing to anyone outside design circles.
- They list features, not benefits.
Here’s a quick example.
❌ “I’m an interior designer who helps clients with space planning, sourcing furniture and managing contractors to create cohesive interiors.”
Sounds polished, but… there’s no emotional connection.
✅ “I help busy families create homes that actually work — spaces that look great and make life easier to live.”
That one tells me exactly who you help and what problem you solve — and I can instantly picture the kind of client you mean.
A simple structure that works
If you don’t know where to start, use this little framework:
Who you are + Who you help + The problem they face + The benefit you bring + Who you’d like to connect with.
Example 1 (family homes):
“I’m Lisa from Honey Interior Design. I help busy families create homes that are functional and beautiful, so they can enjoy more time together instead of tripping over toys or living in chaos. I’m looking to connect with families who’ve recently moved and want to make their new house feel like home.”
Example 2 (sustainability):
“I’m Sarah from GreenLine Interiors. I help homeowners who love period properties make them energy-efficient without losing their character. I’m looking to connect with architects and homeowners planning a renovation who care about the planet and need expert guidance to achieve their dream home in a sustainable way.”
Example 3 (boutique commercial):
“I’m Tom from Studio Bear. I help boutique hotels design interiors that attract guests and tell their brand story. I’m looking for business owners who want to create ‘instagrammable’ spaces that people love to linger in, photograph and share – to help boost their brand and hotel occupancy rates.”
Once you’ve drafted something, say it out loud. You’ll quickly hear where you’re tripping over your words or where it doesn’t sound natural.
How to deliver your elevator pitch naturally
- Be conversational. It’s not a script, it’s the start of a chat.
- Smile. You’ll sound more engaging and approachable.
- Make eye contact. You’re speaking to people, not into the void.
- Vary your tone. Avoid that dreaded “networking voice.”
- Have a few versions. 30-second and 60-second options for networking, and maybe something you could use at the school gates.
The more you say it, the easier it becomes and the more confident you’ll sound (without even trying).
Why your elevator pitch matters
Being able to clearly explain what you do is powerful. It’s not just about networking; it’s about owning your message.
When you can confidently sum up who you help and how, everything else flows. You can take this clarity around your messaging into all of your marketing, your website copy, your client conversations. It becomes easier for people to refer you, because they know exactly what you’re known for.
I hope you found this helpful? If networking is something you want more tips on then check out this article on Networking for Success.
A few ways I can help, depending on what you need right now:
I’m Lisa Honiball, Business Coach & Mentor. I provide calm business advice to established Interior Designers.
Not sure where to start?
Book a free Clarity Call and we’ll quickly figure out what’s going on in your business and what kind of support will help most.
Need to fix or move forward on one specific area?
A Power Hour gives you focused 1:1 time to get unstuck, make decisions, and leave with a clear plan.
Want your income to feel more consistent and predictable?
Sales Lab shows you what’s really driving your enquiries and client wins, so you can focus on what works, drop what doesn’t, and build a steadier flow of client projects & income.
Feel like you’re working hard but not seeing the results?
The CALM Reset is a six-session private coaching experience to realign your business, build momentum, and move forward without burnout.
