It is about what works.
Selling is based on fulfilling of a need. This need can be emotional, financial, economic, relationships, educational, you name it. This is why, as descriptive as you need to be about your business, always sell on a need.
Therefore you want to assess the needs of the people you are marking to, make a broad generalizatio, adapt it to your business, and then use that in your elevator pitch. The values levels of the people you market to, again as a broad generalization is also important. Of course, individuals will have different VL, however you can make a generalization to finalize an elevator pitch for yourself. This assessment will give you an even greater insight about the needs and concerns present.
This is why you need to be prepared to have this elevator pitch delivered in many different versions and be able to change it on a fly. In how many ways you can say the same main idea addressing emotional needs, economic needs, family needs, children’s needs…etc.
We’re coming back to the basic presupposition – people with most flexibility of behavior (and language skills) control the system.
I hoe this helps a little to give you some idea as to how to proceed.