Instead of talking about you, talk about your customers. The situations they're in when you're the right choice to fix the problem.

Here are a few links on the topic from my blog:

http://www.salestactics.org/how-to-make-a-good-elevator-pitch/

http://www.salestactics.org/first-marketing-piece/

http://www.salestactics.org/pain-points-back-basics/

Those will give you all the info you need.

The object is twofold: stop being a commodity to your prospect, and enter the conversation already going on in their mind.

An elevator pitch crafted this way also pre-qualifies prospects for you: after all, they must have need of your services if they're experiencing the key problem you fix.