Monthly Archives: January 2016

30 Second Elevator Commercial

Create a great marketing tool

There’s a lot to say about your 30 Second Elevator Commercial. It’s based on the notion that if you were to meet someone in an elevator and they asked what you did for a living, you would have just enough time to pique their interest before they reached their destination. From my experience, folks just usually stare at the blank doors or watch the numbers as they go up or down!

But this is a great exercise in marketing. This forces you to go over what you offer and sum it up in a nice, easy to understand verbal package. A lot of thought should go into one, but simplicity is key:
  • Beginning: Introduce yourself with a big smile and state what you do
  • Middle: How you do what you do and what makes you stand out from the rest
  • End: Your call to action
The secret to success:
  • Smile when you talk
  • Make sure it’s short, sweet and to the point – too long and you’ll lose their interest fast
  • Don’t make it a sales pitch
  • Stay away from buzzwords and cute acronyms
  • Keep the conversation broad – don’t get too specific
  • Use plain language so anyone will understand what you do
  • You might have to customize the speech depending on a specific audience
Bad Example:
Hi, I’m Bob the Builder and I do everything from renovating your kitchen and bathroom to building additions and large decks.
 
I provide quality, professional service and guarantee that I’ll be done your project in just a few weeks.
 
In fact, just last month, I took over a project from another contractor, maybe you heard of them, Fly-By-Night Construction? They really took advantage of the homeowner and never completed the kitchen renovation and kept adding to the costs. The customer finally called me and I was able to finish it within a month.
 
Everyone needs an update to something. Even your bathroom probably needs a makeover. How about you give me your address and I’ll stop by to look it over?
 
What’s wrong?
  1. Seriously, “Bob the Builder” – check our previous blog “What’s In Your Company Name
  2. Don’t tell me you’re a “professional” or provide “quality service”, everyone’s going to say that
  3. DO NOT mention your competition by name – you have no idea if the person you’re talking to is related to them or was thrilled with their work and putting down your competition only makes you look petty and unprofessional
  4. Don’t try and make a sale, especially being so up front as to ask for their address – that will only scare away a potential customer
  5. End with a question/call to action which will solicit them into asking you for more information
Good Example:
Hi, I’m Bob. I’m a local, family owned builder who grew up and still lives in the Anytown area.
 
The big advantage for us is I know the neighborhoods and so I have a better understanding of my clients’ needs. Because I am local, it’s easy for me to keep on top of all my projects and meet with the homeowner when it’s convenient for them. And with all the referrals I get, I’ll come out to your project and provide you with a free estimate of your job.
 
The size of the project doesn’t matter. I enjoy working on a small bathroom renovation as much as I like creating a new family room that opens up to that dream deck you always wanted for those Family BBQ’s.
 
If you know of someone looking for a local builder that works on every job, I’d love to hear from them about their dream project.
 
What’s right?
  1. Key: Bob’s a ‘local and family run business’ – people like that
  2. His advantage: he grew up and lives in the area – so he knows and understands their neighborhood
  3. What’s unique: Bob likes any project, he’s on all jobs and then pulls at the heart strings with that dream deck you always wanted statement
  4. What he offers: Free estimates
  5. Call to action: This is the type of client I’m looking for and would love to hear from
After you’ve written your 30 Second Elevator Commercial:
  1. Practice, practice, practice – first out loud, in front of a mirror
  2. Then record it  – how does it sound to you – do you have a lot of “ahhh’s or ummm’s”
  3. Once you think you’ve got it down, try it on family and friends
  4. Finally practice it in front of a trusted client or two

Your speech should flow without hesitation. Like it’s a conversation you’re having. And when you’re good enough, if you’re interrupted with a question, you should be able to get back on track without having to back track.

Good Luck…and with your new marketing strategy, make opportunities to try out your new advertisement at meetings, get-togethers, speed marketing events and more. You never know, it could land you your next big project!

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In case you’re wondering, here’s our 30 Second Elevator Commercial for Peregrine Associates. And by the way, it’s always a work in progress:

We help organizations promote their people, products and services. For 30 years, as a marketing and advertising agency, we’ve helped our clients succeed in business.

 
We can provide everything from logo designs to promotional products to printing to web solutions. We like to say: It’s All About the Marketing…It’s All About You!
 
What makes Peregrine unique is that my wife offers over 20 years experience as a Director of Marketing which means she understands the client’s perspective, while I provide experience in the production side of advertising. This makes us a great team that our clients enjoy working with.
 
So if you know anyone that’s starting a business or wants to jump start their existing one, we’d love to talk marketing with them!
 
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