Regardless of whether you are a small business owner, sales professional, or your company’s controller, the need to develop a 30 second commercial about your company is critical. Your commercial will be used in large networking groups, small social groups or just one-on-one. You have 30 seconds to capture the attention of your listeners and leave them to wanting to know more about your company, product, or services.
The 30 Second Commercial is also called the “elevator pitch” or “30 second business pitch.” I prefer to call it a 30 second company commercial because I want everybody in the organization to feel comfortable with it. For some reason, the term “elevator pitch” or “30 second pitch” has a negative connotation to many non-sales type individuals.
You should have more than one commercial. Most companies, who advertise on TV, radio or in print, have more than one commercial. However, they all have the same mission, to capture our attention and make us want to buy something. No, we are not telling you to go out and spend thousands of dollars on developing your 30 second commercial. We have developed 8 points that will help you develop your company’s commercials. However, you will have to dedicate some time to developing, altering and practicing your commercial.
1. Single out one key point that your company does. Any advertising agency will tell you keep your message simple, clear, and easy to remember. Don’t squeeze everything your company does into a single commercial. Besides being boring, that is confusing.
2. Use words that are simple and generic. The use of your business jargon terms may make you feel smarter, but it makes listeners feel dumb.
3. Slow down – you’re going too fast. We all try to squeeze everything into the shortest amount of time. In your commercial, use a dramatic pause, and then deliver your “gotcha” phrase. This is difficult to do, but if done right, the results are unbelievable!
4. Research and Steal. Your commercials must always be changing to make them better. If you hear someone give a great commercial, write it down and tailor it to your business. However, make sure it is a good fit for your personality.
5. Practice makes perfect. Everyone looks at me as if I have four eyes when I tell them to practice and then practice some more. There are few, if any, TV or radio commercials that are written and then aired, without first practicing the execution of the commercial. Why are you different? Record your commercial and play it back. How does it sound to you?
6. One shoe does not fit all. Different situations may need different commercials. As previously stated, develop more than one commercial.
7. Measure the results of each commercial. Make notes as to which commercials produce the best immediate reactions and lasting impressions. And importantly, which ones produce the most quality referrals. Get rid of the commercials that do nothing and write new ones!