Thursday, January 22, 2015

The 30 Second Commercial

As a member of leads groups, I am privileged to hear the great variety of "30 second commercials" given by other business owners.  They range enormously in effectiveness, from the mumbled mash to the piece of art.  I can't say I am a master of the craft of making a 30 second spot, but I know what I like and have worked on extemporaneous and compact speaking through Toastmasters International, so I feel competent to make suggestions on what makes a good "spot", or not.

* Speak clearly, speak deliberately, and speak a little louder than you think you should.
* At least look like you are having fun! smile!  Enjoy the chance to sell your expertise.
* Mention your name and your business name at the beginning and at the end.
* Ask for the listener's business, or describe a good lead to make the commercial actionable.
* Consider adding a useful piece of information, something free for listening, or...
* Mention (without using names) cases where you helped someone and solved a problem, or...
* Specifically point out how you can solve a specific problem.
* Practice one or more versions of your commercial at home.  Use a timer!
* Feel free to use your business slogan, if you have one.  Your ad should reflect your brand!
* Don't bad mouth competitors, or say in general they do poorer work.  Don't be vulgar, either.
* Use jokes with extreme caution.
* Generally speaking, avoid talking about prices and affordability.
* Emphasize your competitive advantage.  In what do you specialize? do best?
* Link your service to your audience's needs.  What can you say to get their attention?
* Speak only when you get in position.  Don't start sitting down if you are not done speaking.
* Try to make eye contact with listeners.
* Most of all, reflect your passion for what you do!

Have a great commercial!

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