Elevator pitch examples for optometrists
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 optometrists rather than filled in from a template. Your customer is someone squinting at road signs who has not been in three years, and what they are weighing up before they get in touch is a hard sell on frames at the end of a medical appointment.
The one-liner
We are optometrists in [your town] — we provide eye exams and glasses and lenses for someone squinting at road signs who has not been in three years.
Use this when you have one sentence and no idea who you are talking to.
Problem first
The thing people worry about with optometrists is a hard sell on frames at the end of a medical appointment. That is the part we deal with. We are optometrists, and the exam and the shop are kept honestly separate.
Use this where the problem is instantly recognisable and the service is not.
Names who it is for
We work for someone squinting at road signs who has not been in three years. Mostly eye exams and glasses and lenses. 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
We are licensed optometrists. Doctor of Optometry, licensed, with imaging that catches what a basic sight test does not. We mostly do eye exams and glasses and lenses.
Use this in a room where qualification is the thing that buys attention.
The contrast
Most optometrists [what the default does]. We are the one that keeps the exam and the frame sale apart. 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
We are optometrists — [number] years, [number] appointments, and we give you your prescription to take anywhere.
Use this when you have a real number. Do not invent one.
The origin
We started because a hard sell on frames at the end of a medical appointment was normal in this trade and it did not need to be. So that is the business: optometrists where the exam and the shop are kept honestly separate.
Use this when the reason you started is short and true.
Ten seconds
Optometrist. Eye exams, mostly. [your town].
Use this when someone asks what you do and is already half-turned away.
Ends with the ask
We are optometrists doing eye exams and glasses and lenses. If you ever hear someone say [the thing your customers say], that is us.
Use this when the point of the conversation is a referral, not a sale.
The warm version
[their question] — we are optometrists. The part people usually ask about is keeping the exam and the shop honestly separate.
Use this where the pitch would land badly and a conversation would not.
Writing for optometrists: what actually matters
What should an optometrist’s website say that a generic one does not?
Three things, in this order. That you are licensed and insured. That you understand the thing people are actually worried about, which for optometrists is a hard sell on frames at the end of a medical appointment. And what happens next: a full exam and time to ask your questions. Everything else on the page is decoration by comparison.
What does someone squinting at road signs who has not been in three years check first?
The credential, then the proof. For optometrists it sounds like this. We give you your prescription to take anywhere. We price the exam and the eyewear separately. We include retinal imaging. Put at least one of those above the fold rather than on a separate page nobody opens.
What is the most common mistake on an optometrist’s website?
Writing about the business instead of the customer. "We have been established since 1998" answers a question nobody asked. "We start with a full exam and time to ask your questions" 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 a hard sell on frames at the end of a medical appointment — there, specifics earn their length.
Everything else for optometrists
Elevator pitch for other trades
- Plumber
- Electrician
- HVAC Technician
- Roofer
- Carpenter
- Painter
- Landscaper
- Handyman
- Therapist
- Chiropractor
- Massage Therapist
- Personal Trainer