Perfecting Your 30 Second Commercial
This week I chatted with Cheryl Pliskin about how to improve your 30 second commercial. You know the scene – you’ve got plans to attend a dinner event, and you want to make a good impression. You’ve got the new suit – but have you taken a listen to your “elevator speech?” It’s as old as the hills, and if you don’t brush it up, you’ll have people snoozing in 3 seconds or less.
Here’s a few expert tricks and ideas on how to clean up that tired old commercial – and have fun doing it!
But first, what’s the #1 thing you should never say in your commercial? Everyone.
Believe it or not, “everyone” cannot use your product or service – instead, focus on those who can – new moms, newlyweds, graduates, homeowners – get the idea? If you’re too general, you’ll lose “everyone!”
Be specific about:
1. What doors you’d like to have opened – list the names of three companies you’d like an introduction to
2. List the names of titles you’d like to meet
3. What industries you are targeting
4. Geographic areas you want to penetrate
5. If your product/service is a good match for certain holidays – tell us about it!
6. Details about a prospective client – if there are certain personality traits that your prospect is likely to have – share it!
Shake It Up!
1. State your name at the end of the commercial, instead of the beginning. Until someone knows what you do, they don’t know if they’re interested. Giving your name at the beginning is just wasted words.
2. Start with a statistic that pertains to your business
3. Begin with a question (‘Who do you know that….’)
4. Think of a candy bar or junk food – and tie it into your business – it sure will be different, and probably memorable!
More Tips…
1. Have a tagline
2. Offer a free product or service so that they can check you out first.
3. Don’t tell them what you do – tell them how you can save them TIME, MONEY, EFFORT – whatever it is you do best!
4. Give examples of how you have helped other customers – paint a picture
To hear this segment in its entirety, go to: Marketing Chat with Nancy Sipera, 5/14/13.
Source: Jest Notes & Baskets
