Think about the last time you met someone new. After an initial introduction, what did they tell you about themselves that immediately got your interest? Did you ask questions to learn more, or did they make you want to end the discussion and move on?
In all interactions, we each make quick decisions based on initial impressions and the first comments someone makes. This includes casual to professional greetings. It is a good idea to spend time considering - and practicing - what we want to say if a good first impression is important.
What is a 30-Second Commercial (or Elevator Pitch)?
In business networking, business owners regularly share their “30-second commercial”. Some may refer to this as an “elevator pitch”, referring to the amount of time you might to speak have while riding an elevator with someone.
Your commercial - or elevator pitch - tells someone what you do, how your product or service solves a problem, what kind of referrals you are interested in, and includes a memorable tagline.
Without a 30-second commercial, you run the risk of being long-winded or not grabbing their attention long enough to want to learn more.
Ideally, at the end of your 30-seconds they should want to know more, engage your services or purchase your products, or want to follow up with you by asking for your card or an appointment.
How to Create Your 30-Second Commercial
1. Consider a unique opening to get their attention. For example, instead of saying, “I’m a personal chef”, highlight a benefit and say, “I help busy professionals and families eat healthy meals every day for less than the cost of take-out food.”
2. Build on your first statement with supporting statements of how you solve a problem. Continuing the example above, “I take away the stress and time-constraints of meal planning, grocery shopping, meal prep, and clean up.”
3. Describe the types of clients you help or might be looking for. From our example, “People who want to eat healthier and enjoy more time with their families or activities they love find hiring a personal chef to be the smart choice for their lifestyle. Do you know anyone like this?”
4. Close with a memorable tagline and a way for them to connect with you. Completing our example, “If you need a personal chef, or know someone who does, you can review menus and pricing options on my website. I also have a calendar link to schedule a phone call. I’m Tommy Salami, with ‘Your Personal Chef’, where I make all your meals a healthy and delicious experience.”
5. Practice saying your commercial out loud, maybe even in front of a mirror. Smile and make eye contact. This will help you feel confident when speaking to others. Don’t forget to time yourself to stay within your allotted time. Ask a trusted friend or family member for feedback.
At Commerce Connections, we are a business networking group that shares business growth tips and ideas to grow our businesses. If you’d like to visit and see what you can learn, and how you can generate and share warm referrals for your business, visit us online to schedule a meeting. We meet Wednesdays, 7:30 – 9:30 am at The Scrambled Egg in Fishhawk.