The Back of the Napkin Formula: How Wellness Businesses Can Nail Their 30-Second Sales Pitch

Because if you can’t explain what you do simply, you’ll keep losing the sale.

Let’s be honest: most wellness business owners struggle to describe what they do in a way that feels powerful, concise, and clear.

You’ve probably felt it before…

You meet someone at an event or networking mixer, and they ask, “So, what do you do?”

Suddenly, your mind races:

Do I talk about my services?

Do I lead with my story?

Do I just say I own a studio?

The moment slips.

They nod politely, but the connection? Missed.

The opportunity? Gone.

That’s why, inside the Impact Growth Program, we teach something we call the Back of the Napkin Pitch—a simple, powerful formula that every wellness founder should master.

What Is the Back of the Napkin Formula?

This is your 30-second sales pitch.

The one-liner that grabs attention and communicates:

• Who you help
  
• What outcome you deliver
  
• What makes your method unique
  
• And what pain or problem you solve
  

It’s called Back of the Napkin because it should be so clear and so essential that you could sketch it out in seconds—on a literal napkin.

This pitch becomes the foundation of your:

• Elevator intro
  
• Website hero statement
  
• Instagram bio
  
• Sales convos
  
• Event intros
  
• Team alignment
  

The Formula

We help [WHO] get [WHAT RESULT] without [COMMON OBSTACLE], using [YOUR METHOD OR DIFFERENTIATOR].

This framework works because it leads with value and outcomes, not just services. It connects to emotion, speaks to transformation, and positions your brand as a solution—not just a provider.

Examples for Wellness Businesses

For a Recovery Studio:

“We help high-performing professionals recover faster and feel better—without meds or burnout—using science-backed recovery tech like red light and lymphatic therapy.”

For a Biohacking Lab:

“We help wellness-driven people optimize their energy and longevity—without guesswork—using cutting-edge tech and data-driven protocols.”

For a Fitness Studio:

“We help busy women feel strong and confident again—without strict diets or gym burnout—using short, powerful workouts in a supportive group setting.”

For a Massage Therapist:

“We help clients reduce chronic pain and tension—without depending on prescriptions—using deep tissue therapy tailored to their body.”

Notice how each one:

• Centers the client
  
• Leads with a result
  
• Addresses a fear or friction
  
• Ends with a clear differentiator
  

This is how you get people to stop scrolling, keep listening, or lean in.

Why This Pitch Matters More Than Ever

In today’s distracted world, you have less than 7 seconds to make a connection.

That’s not enough time to explain your full service menu or tell your whole story.

But it is enough time to:

• Spark curiosity
  
• Create emotional resonance
  
• Get them to ask, “Wait, how do you do that?”
  

And that’s exactly what the Back of the Napkin pitch is built for.

How to Use It Across Your Business

Once your pitch is nailed down, here’s where to use it:

• Instagram Bio
  
  Grab attention with value—not just “Owner | LMT | Yoga Instructor.”
  
• Website Header
  
  Ditch vague slogans like “Elevate Your Wellness” and use a bold benefit statement.
  
• Event or Workshop Openers
  
  Introduce yourself with purpose, not panic.
  
• Team Training
  
  Make sure everyone on your staff—from front desk to lead therapist—knows how to speak the brand’s promise clearly.
  
• DMs, Emails, and Follow-Up Messages
  
  A great pitch = higher response rates and better bookings.

How to Craft Yours

Here’s a simple worksheet to brainstorm your version:

1. Who do you help?
   
   (Busy moms? Fitness lovers? Burned-out professionals?)
   
2. What specific result do they get?
   
   (Less pain, more energy, confidence, faster recovery?)
   
3. What pain or obstacle do they want to avoid?
   
   (Burnout, strict diets, meds, wasting time, guesswork?)
   
4. What makes your method unique?
   
   (Tech-driven recovery? Personalized attention? Group accountability?)
   

Put those together and refine until it sounds like something you’d say naturally in conversation.

Common Mistakes to Avoid

• Talking about yourself too much
  
• Using vague benefits like “feel better” or “improve health”
  
• Leading with services (e.g., “I do lymphatic, massage, and red light”) instead of outcomes
  
• Trying to be clever instead of clear
  

Remember: clarity wins.

Final Thoughts: Your Pitch Is the Doorway to Growth

When you can clearly and confidently explain what you do in under 30 seconds, you unlock:

• More referrals
  
• Better event conversations
  
• Clearer content
  
• Higher conversions
  
• Team alignment
  

In a crowded wellness space, people don’t need more choices.

They need to hear what makes you the right one.

And that starts with your pitch.

Want Help Crafting Yours?

Inside the Impact Growth Program, we help wellness business owners create their back-of-the-napkin pitch, optimize their messaging, and build a system that turns leads into paying clients—without relying on ads.

Apply for the Program

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