Copy Examples

Elevator pitch examples for nannies

An elevator pitch fails when it describes the business instead of giving the listener a reason to ask a second question. These end somewhere the other person can pick up.

Ten of them follow, written for nannies rather than filled in from a template. Your customer is a parent choosing who will be alone with their child all day, and what they are weighing up before they get in touch is leaving their child all day with someone they have met twice.

The one-liner

I am a nanny in [your town] — I look after full-time care and after-school care for a parent choosing who will be alone with their child all day.

Use this when you have one sentence and no idea who you are talking to.

Problem first

The thing people worry about with nannies is leaving their child all day with someone they have met twice. That is the part I deal with. I am a nanny, and I start with a paid trial afternoon before anyone commits.

Use this where the problem is instantly recognisable and the service is not.

Names who it is for

I work for a parent choosing who will be alone with their child all day. Mostly full-time care and after-school care. If that is not you, you probably know someone.

Use this at an event where most people are not your customer, to find the ones who are.

Credential first

I am background-checked and first-aid certified. Background check on file, paediatric first aid and CPR current, and references parents can actually call. I mostly do full-time care and after-school care.

Use this in a room where qualification is the thing that buys attention.

The contrast

Most nannies [what the default does]. I am the one that has current checks and references you can actually phone. That is more or less the whole difference.

Use this when your market has a clear default and you are not it.

With a number in it

I am a nanny — [number] years, [number] placements, and my background check and first aid are current and dated.

Use this when you have a real number. Do not invent one.

The origin

I started because leaving their child all day with someone they have met twice was normal in this trade and it did not need to be. So that is the business: a nanny where I start with a paid trial afternoon before anyone commits.

Use this when the reason you started is short and true.

Ten seconds

Nanny. Full-time care, mostly. [your town].

Use this when someone asks what you do and is already half-turned away.

Ends with the ask

I am a nanny doing full-time care and after-school care. If you ever hear someone say [the thing your customers say], that is me.

Use this when the point of the conversation is a referral, not a sale.

The warm version

[their question] — I am a nanny. The part people usually ask about is being specific about ages and routines rather than describing yourself as caring.

Use this where the pitch would land badly and a conversation would not.

Writing for nannies: what actually matters

What should a nanny’s website say that a generic one does not?

Three things, in this order. That you are background-checked and first-aid certified. That you understand the thing people are actually worried about, which for nannies is leaving their child all day with someone they have met twice. And what happens next: a call, then a paid trial afternoon with the children before anyone commits. Everything else on the page is decoration by comparison.

What does a parent choosing who will be alone with their child all day check first?

The credential, then the proof. For nannies it sounds like this. My background check and first aid are current and dated. I give references from families you can phone. I say the ages I have looked after and for how long. Put at least one of those above the fold rather than on a separate page nobody opens.

What is the most common mistake on a nanny’s website?

Writing about the business instead of the customer. "We have been established since 1998" answers a question nobody asked. "I start with a call, then a paid trial afternoon with the children before anyone commits" answers the one they are actually holding. If you only fix one thing, fix that.

How long should the copy be?

Shorter than you think, except where trust is being built. An About page of 120 well-chosen words beats 500 vague ones. The exception is anything explaining leaving their child all day with someone they have met twice — there, specifics earn their length.

Everything else for nannies

Elevator pitch for other trades

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