How to Sell Yourself With a Power-Packed ‘30 Second Commercial'
As any business owner knows, it’s crucial to highlight company capabilities on all marketing materials, including printed materials, company website and company social media channels. But it’s just as important to communicate them when giving a presentation or when networking using what I call the ‘30 second commercial.’ Many people call this an elevator speech, and it’s designed to take advantage of a window of opportunity to make a strong impression on a potentially great customer or partner.
Considering how much we learn in the average 15 second TV commercial, we have the ability to pack a lot of relevant, powerful information into a 30 second speech. The key is having a few phrases and examples ready to share with anyone who expresses interest in your company. If you communicate effectively, you will find that you leave them wanting more information about what your products or services can do for them.
There are key points to keep in mind when putting together or refining a 30 second commercial:
- Make a list of key words and phrases that communicate simply what you would be selling. Have these phrases in a mental bank to draw from. The biggest mistake people make is being too wordy and using trendy industry jargon that may not be understood by a small business advocate or government buyer. Be clear and simple, but provide details that help sell your value. For instance, if you provide IT services, include some level of specificity, like examples of services you offer around cybersecurity.
- If your company is branded in a way that has helped you stand out in the industry, include a few words or a key phrase that gives the potential customer or partner information about the size and scope of your capacity. For example, if you work nationwide in hundreds of cities, communicate that. If you have performed on extremely large or complex projects that are well known, include a few highlights.
- When speaking to a government customer, do not lead with certifications. Anecdotal evidence reveals that procurement officials want to hear about your past performance and your capacity first, and then wrap up with any information on certifications.
The goal when networking, whether with a government official or a potential teaming partner, is to make sure that you have a conversational way of describing what you sell. There is a delicate balance of giving enough information to intrigue them, but not so much that they feel they were being sold by just sitting next to you at a luncheon. You want them to say the golden statement: “So tell me more about your firm.”
Once you have your messaging down, make sure that your entire team is aligned so that the company is sharing the same information across the board. Provide an opportunity for employees to practice and fine-tune their delivery together, to capture key value points and ensure your speech doesn’t sound contrived.
You only have one chance to make a great first impression, so take the time to put together a 30 second speech that’s both conversational and power-packed with information to showcase the value of working with your firm.
