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!
- 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
- 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
- Seriously, “Bob the Builder” – check our previous blog “What’s In Your Company Name”
- Don’t tell me you’re a “professional” or provide “quality service”, everyone’s going to say that
- 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
- 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
- End with a question/call to action which will solicit them into asking you for more information
- Key: Bob’s a ‘local and family run business’ – people like that
- His advantage: he grew up and lives in the area – so he knows and understands their neighborhood
- 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
- What he offers: Free estimates
- Call to action: This is the type of client I’m looking for and would love to hear from
- Practice, practice, practice – first out loud, in front of a mirror
- Then record it – how does it sound to you – do you have a lot of “ahhh’s or ummm’s”
- Once you think you’ve got it down, try it on family and friends
- 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!
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:
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