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How to Write a Compelling 30-Second Commercial--of Yourself!By Debra K. Traverso| Copyright 2008 by Debra Traverso, OneCallAll rights reserved in all media.The content of this article may be forwarded in full without special permission provided it is used for nonprofit purposes and full attribution and copyright notice are given. For all other purposes, contact Debra Traverso at dtraverso@makejustonecall.com.What is a “30-Second Commercial”?Brief introduction, a teaser about you and what you can do for people.When Should I Use My 30-Second Commercial?Networking eventsSocial functionsAt Professional, Social or Organizational Meetings ( board meeting, etc...)WHAT WILL IT ACCOMPLISH1.make a good first impression2.trigger curiosity in your listener3.stand out from your competition. The point of this polished commercial is threefold:(1) to let prospects knowwho you are and what you do, identify your uniqueness;(2) to deliver a distinctive message that aids in recall; a distinctive message implies a distinctive service.(3) to give prospects a reason to choose you for their business.Make them feel smart about working with you.4 –you come off poised and professionalWHAT TO PUT IN YOUR COMMERCIAL?Make a list of what you must include in your commercial. This will differ depending on your audience, the situation that brings you together, and what you hope to accomplish. For example, in a 30-second commercial, you should include:who you areyour company's namethe product/service you offerthe clientele you servehow you differ from your competitionwhy should I do business with this person?Yes, it's possible to include all this information in 30 seconds. You just have to be clever.Share benefits, not features. Benefits are what the prospect receives, whereas features are what you offer. State a feature you offer, then finish the phrase, "What this means to you is..." That's the benefit to the customer! (Tip: Remember this terrific six-word phrase; it often comes in handy.)
Guidelines for Creating Your 30-Second CommercialUse concise and clear language that isn't overly detailed. No industry specific jargon!Sell your professional abilities and experience.Emphasize your strengths Use descriptive statements or specific examples of your acquired skills and abilities.Speak clearly and with confidence.What Should I Keep in Mind about Developing My 30 Second Commercial?PRACTICE, PRACTICE, PRACTICE!Your 30second commercial should be conversational and natural.Ask for feedback, what you like, don’t like. Does anything need clarification or refining? Am I missing anything? Althoughprepared in advance, it should never sound memorized. You want to appear confident, enthusiastic,poised and professional. Make itmemorable but not outrageous. You are likely competing for attention with other professionals. Your commercial should allow you to stand out a bit from the crowd. Whether it is the vocabularyyou choose or a specific achievement you mention, you want to engage the listener and give them areason to want to hear more. Be prepared for follow-up questions. You may be asked for more information or to elaborate on something yousaid which will keep the conversation going. Part of your strategy is to develop a rapport with peopleand a good commercial and follow-up will help to set a positive tone. Vary your commercial to fit circumstances.MULTIPLE COMMERCIALS1.Those that don’t know you2.Those that know you3.Niche commercials ( luxury commercial if at high-endevent ) SAMPLE SCRIPTThis is just a general example:Hello, my nameis Dan Schuman with Howard Hanna, and along with my wife Amy, we are “spouses selling houses.” We make the process easy for home buyers, and for those sellingtheir home, we have the highest success ratein town. Dan Schuman, Howard Hanna.Or Hello, my name is Daniel Schuman, you can call me Dan ( used name twice )......