Developing Your Own 30-Second Commercial

Whether your business is just starting out or is long established, networking is a vital part of securing new business. How you do it is critical. You need to present your information in a succinct way, while making sure that what your company does is clear. Hence, the need for your own personal "30-second commercial."

While we'd all like to have as much time as possible to present our company's benefits, more often than not, there simply isn't time, especially at an initial meeting. You also don't want to waste time talking in detail with someone who can't use your services. In 30 to 60 seconds, you should be able to tell enough about your company to determine if there is interest. You can then set up a time to talk later.

To be effective, your 30-second commercial should cover the following areas:

Who you are and what your company does. You should be able to give your name and tell what your company does in two or three brief sentences. Note: it's not important that you give your title. Many assume this is vital, but is it really? Think about when someone introduces themselves to you. Do you care that they are "president and founder" or do you care more about what they and their company can do to help you? Think brevity.

What problem do you solve for people? How do people benefit from your product or service? Again, you should do this in just two or three brief sentences. You don't need to go into specific details as to "how" you do this. If they are interested, you can go into the "how" when you discuss your products and services in detail.

What is unique about you or the way you do what you do? This is possibly the most important thing to say. Many other companies probably offer the same products and services that your company provides. Why should they work with you and not with those other companies? This is where you set yourself apart from your competitors - and make yourself memorable. Give them an "Aha!" moment.

Work on your 30-second commercial before you actually have to give it. Remember that your choice of words is important. Use the right ones to always sound positive and excited about your business. Using weak words makes you come across as being indecisive, not quite in control, and unable to be positive about what you're doing. Also, don't use acronyms or industry jargon.

Practice what you're going to say, but don't get to the point where you sound rehearsed. You need to be able to adapt what you're going to say for each audience.

Finally, consider giving your 30-second commercial to a 7 year old. If he or she can understand what you're talking about, then anyone can.