Creating a compelling 30-second commercial for your business can be challenging. You only have a short time to capture your audience’s attention and convince them to learn more about your company. This blog post will give tips on creating a compelling commercial to help you reach your business goals.
First 3-5 seconds
Stand up. Start with your name, what you do, and your website.
This might seem like a lot of information, but you want to ensure your audience knows who you are and what you do. Don’t ramble. Create a title that clearly states what you do.
One of the biggest mistakes here is that newbies feel that being a jack of all trades is impressive. It is not. Instead, it’s confusing, and people won’t remember the long list you’ve just said.
Pick one thing – one title and focus on that. They can learn about your other offerings later.
The Mid-Portion. The Meat.
If you are new to this group, a great way to tell them about yourself is a quick win you helped a customer achieve. That way, people can see the value you bring to the table. And, people love stories!
“I help small business owners boost profitability. The other day, I taught a client how to collect calls effectively and within the day, she collected $20,000 of past due payments from her customers.”
“I help entrepreneurs increase sales. Recently, I taught a holistic health coach how to find a more lucrative niche. She will start marketing customized corporate wellness programs now and is excited about it.”
If you’ve been in the group for a while, the people around you likely know who you are and how you help people. That makes the “meat” different. In this case, have a specific goal in mind.
Rather than saying, “If you know anyone who needs [a painter], let me know.” This is too vague! And it causes the audience to have to think harder for you.
Make it easy on them. “I drove by the mechanic shop on New Britain Ave this morning, and they need their brick wall repainted. I’d appreciate it if you could introduce me to Aaron, the owner.”
For the next 15-20 seconds, be specific.
Last 3-5 seconds. Say thank you. Repeat your name. Repeat your website. Sit down.
What if you have to do a 60-second commercial?
If you have to do a 60-second commercial, you’ll want to follow the tips we gave for the 30-second commercial. However, you’ll have more time to detail your company and what you offer. Focus on one thing and make your story engaging and interesting. Thank your audience at the end, and repeat your contact information so they can reach out to you if they’re interested in learning more.
What if I lose business for focusing on one thing only?
While it’s essential to focus on one thing when creating a commercial, it’s also important to remember that you can’t please everyone. There will always be people looking for a more general solution, and you may lose some business by not catering to them. However, by focusing on one thing and doing it well, you’ll attract more customers looking for that specific solution. Ultimately, attracting quality customers is more important than trying to please everyone.
Do I need to memorize my 30-second commercial?
Not necessarily. If you get nervous when speaking to a group of people, it’s perfectly OK to write it down and read off your screen/piece of paper. People appreciate your thoughtfulness in being concise.
Plus, you’ve shown care in preparing for your 30-second commercial! How professional and confident you are!
The one thing I’d memorize is how you identify yourself. This becomes automatic and shows your expertise. Hint. If you’re an author, people love that.
Show and Tell isn’t just for the kids!
This is an excellent chance to show off your stuff if you sell tangible goods! People love the show and tell. It’s a perfect opportunity to explain your work so that people can see, touch, and feel it.
“I make the best apple pies in town. Would anyone like a free sample?”
How do I Practice my Commercial?
One way to practice your commercial is to videotape yourself and then watch the video. Make adjustments based on what you see. I like to use a timer to ensure I don’t go over. You can also practice in front of a mirror or with friends. The most important thing is to be prepared and confident when delivering your commercial.
If you make a mistake, no big deal! You will find that the group is likely supportive and, who knows, might not notice the error at all.
Commercials over Zoom
Not only do I recommend writing down your 30-second commercial, but I also recommend writing your contact information so that you can cut and paste it into the chat.
A) a story where you helped a customer
B) a specific ask, aka a person you want a warm introduction to
- Pay attention to each person’s commercials and don’t multi-task
- Take notes and always aim to help 2-3 people in the group
- Follow up on coffee date invites
- Encourage people who are nervous and new to networking
Creating a 30-second commercial can be daunting, but it’s important to remember that your goal is to quickly capture your audience’s attention and persuade them to learn more about what you offer. To create a robust commercial, start by telling a story that showcases the benefits of using your product or service. Use solid visuals and keep your language straightforward. Finally, practice your commercial before debuting it to the world! With these tips in mind, you’ll be well on creating a 30-second commercial that packs a punch.
And finally, would you like to practice with me in a safe and supportive networking group? Reach out to me so I can add you to one of my networking visitor lists. I mainly network on Tuesday mornings (EST) and Thursdays at noon EST. Also, if you would like a free consultation and perhaps go over your 30-second commercial with me, please use this link here to apply for a timeslot. Thanks!
Janet Johnson is the author of My Money Pivot: An Entrepreneur’s Guide to Finding & Making More Money. Before becoming a coach, Janet gained seventeen years of experience in a family-owned manufacturing company. She also trained small business owners in Financial Management and Lean Enterprise through contracts with the State of Connecticut and the Small Business Administration for seven years.