30 Second Commercial Needs To Be Fresh

As I network, I listen intently to others' "30 second commercials" and "30 second elevator speeches".  As I have noted before these vary in quality.  Another matter I notice is repetition.  There is sometimes a place for it, but it does pay to freshen the text regularly.

In my thinking, a standard 30-second spot is perfect for known first contact situations, almost certainly in 1:1 environments like "speed dating".  Those are absolutely cases where a first impression makes a huge difference.  And in such cases the most polished delivery works for you.

Then there are networking groups, leads groups, BNI clubs, and more.  Here, repetition of the same thing is deadly.  I have reached the point in mine where I can almost reproduce some others' "30 second commercial" word-for-word.  These poor folks have become wind-up monkeys and I see others tune out.  I really enjoy speakers who always have something new to say, perhaps another way they helped someone, or a new fact that makes their service compelling, or a new way of understanding what they do.  For the fresh-deliveries, in no cases is the core message changing.  It is reinforced by supporting detail.  

A great question for all of us.  How fresh is our "30 second commercial"?  Are people tuning in or tuned out?

Does Personal Presentation Make a Difference?

It is, I think, widely accepted that a confident presentation counts for a great deal towards impressing potential customers and clients.  Of course, we all "know" we should avoid bad habits, eat healthy foods, and be nice to one another.  And we know how well that works!

For those of us who regularly frequent networking groups and meetups, the difference between a strong, confident personal presentation and one that is not is noticeable.  And I know I deduct points for the latter.  I don't think that's entirely unfair.  I want to know that the person I am potentially going to work with has energy, confidence, and belief in what they do.  Presentations by business owners who mumble, ramble, and make no sense don't inspire confidence.  And that is an expensive reality for these people who may represent very good products and services.

There are resources for improvement.  One is to solicit the individual assistance of a professional coach.  I know several who have made a huge difference in their clients.  Another is the Toastmasters program that builds skills through group interaction and evaluation.  I chose that route some years ago and found it invaluable in supercharging my skills.  In fact, I often spot Toastmasters members and alumni before they identify themselves as such.

Bottom Line:  Is your good work overshadowed by personal presentation skills that don't work for you?  Don't let that be a commercial for a competitor!  Take advantage of presentation building resources in your community.  We can all improve!

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!