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How many times have you walked away after being asked in a casual setting, “So, what do you do for a living?” and kicked yourself because you didn’t list ALL the things you sell? Or, you just blurted out, “I work in radio.” Or, cringed, when at a networking event, somebody stands up and says,” I sell all kinds of insurance—at unbeatable prices. Don’t delay—get covered today! Don’t be late. Secure your future before it’s too late!”
The ‘what you do for a living’ question presents a chance to explain your work in a genuine and informative way—without sounding like you’re launching into a canned elevator pitch. The challenge is to create a response that highlights what you sell and weaves in the broader services you offer, like community event sponsorships and your expertise in digital marketing.
Here are a few examples of elevator pitches that answer this question naturally while positioning you as an advertising executive.
1. KISS
If you are speaking to a person or group unfamiliar with radio advertising, Keep it simple stupid. Instead of jumping into industry jargon, start with something simple and relatable.
“I help businesses get noticed by customers through radio ads, community event sponsorships, and online marketing.”
This statement is straightforward and introduces your different services without too much information.
2. Radio Ads+
It’s important to convey that your bag of tricks goes beyond traditional radio advertising. We need to communicate we have sports or community event sponsorships and digital marketing strategies. Expand the conversation.
“I work with businesses to create radio ads, sponsor local events that bring them face-to-face, and manage digital marketing campaigns on Google and Facebook.”
You’re more than just a radio salesperson—you’re a full-service marketing consultant.
3. Make It Conversational
Keep your pitch conversational and adjust it depending on the context to avoid sounding rehearsed. Starting with a relatable experience or question can help ease into the pitch more naturally. This is my favorite.
“You know how businesses always look for new customers, whether online or in their local community? I help them do that by creating radio ads, sponsoring local events, and running targeted digital campaigns on the internet.”
More conversation than a sales pitch.
4. The Personal Touch
What you do may resonate with you deeply and can help you look human.
“One of the things I love most about my job is helping businesses engage with their community by sponsoring events. Seeing a business owner light up is great when they realize their ad or sponsorship makes a difference. Combining that with digital marketing gives them even more power to reach their audience.”
It’s a relatable pitch.
5. Digital Anyone?
Show your role goes beyond radio by including digital marketing as part of your elevator pitch, which shows that you offer solutions across various platforms, not just traditional radio.
“I help businesses reach new and old customers wherever they are. Online advertising—on Facebook or helping them show up when people search for their products. And driving to and from work on the radio.”
6. Keep it Short
A brief, engaging pitch may produce follow-up questions, allowing you to share more details with an interested person.
“I help businesses stand out by creating radio ads, sponsoring local events, and running digital marketing campaigns on platforms like Google and Facebook. It’s great because it allows them to connect with customers privately in their car, face to face and online.”
Writing a natural-sounding elevator pitch is all about clarity, relatability, and showing the full range of value you provide. Make sure you tailor your pitch to your audience. Meeting another salesperson at a Chamber function or being introduced to a business owner or a new neighbor all require different intros. By answering “What do you do for a living?” you can spark interest and open the door to future business conversations. Check out Chris Westfall, too. He’s an elevator pitch National Champion and helps you KISS in any setting.
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
