30 Second Commercial 3 of 8

Your 30-second commercial should address “who you are?” There is no magic to stating the WHO, the Basic Introduction . After all, it is (well) basic. Nevertheless, this part of the 30-second commercial is important.

In your Basic Introduction you need to clearly articulate your name (is it Mike or Michael … Kim or Kimberly) Then state your title and work you are associated with. Each of these are important.

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Now, nothing says it has to be in this precise order … You could achieve the same thing by re-stating the example “I am a franchise broker with National Franchising Group … I am John Doe” Or “I am with National Franchising Group. My name is John Doe. I am a franchise broker.”

Whatever the case, your 30-second commercial should address “who you are?” The next step is in part four.

30 Second Commercial 2 of 8

To build a strong network of contacts that give you referrals, contacts and information, you need to have a concise, yet very compelling, 30-second commercial. The problem is that you have SO MUCH to say and 30 seconds is really not a lot of time.

So to conquer the challenge of conveying lots of information in a short period of time, it is helpful to have a framework to work with. Here is an effective one:

• Start with a basic introduction for yourself (this addresses the WHO you are) …

• Add to that a Message (which addresses the WHAT you do) …

• From there, you need to Inspire Confidence or create credibility (which tackles the issues as to WHY you over all the other choices) …

• Then you wrap this up with a Strong Definite Request of what you need (this is the HOW they can help you).

Now, if you carefully draft each of these sub-part and then piece them together with your own personal flair, you end up with a very effective 30-second commercial. For more, see part 3.

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30 Second Commerical 1 of 8

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Essentially, networking is about you creating a series of relationships (also known as a network). The end game for you is the network to help you. To get this three things need to happen … Your network needs to KNOW you … Your network needs to LIKE you … And, your network needs to TRUST you.

Now, in establishing this KNOW, LIKE & TRUST, those you hope to add to your network NEED (not just WANT, they NEED) to have a firm sense as to…

• WHO you are (name, business name, basic product/service) …

• WHAT do you do (along with when do you do it) …

• WHY they should do business with you or WHY they should refer you as opposed to other options

• And, HOW can they help you (who are people you want to be referred to? … Who do you want to meet? … What information do you need?).

In a networking sense, the primary limitation to communicating all this (especially amongst people you are meeting for the first time) is simply ATTENTION SPAN.

In somewhere around 30 seconds, you need to effectively communicate all these things, or lose (or at least risk losing) their minds to something (or someone) else. For more, see part 2.

Tips For Improving Small Talk

“Small Talk” is an art. Like any art, you can, improve how you do it through practice. Here are some ideas for becoming more proficient at small talk.

• THINK … On the way to the next event or when you have some idle time, work through in your mind how you envision your “small talk” going. Review the questions you will ask in your mind. See yourself listening, summarizing, and sharing.

• LISTEN … “Small talk” is all around you, everyday. Listen to it, especially those who are good at it. See how they weave from one question to the next and how they transition to business, return to small talk and then exit the conversation.

• ENGAGE … Take every opportunity to engage in “small talk” When you are in line at the store check out. With a server in a restaurant. With the receptionist at your next appointment. You will find the more you engage in small talk, the more comfortable you get at it.

The most important thing you need to do in being good at “small talk” is develop an attitude or belief.

Periodically, you need to tell yourself, I can carry a conversation. I can. I am good at it. I enjoy it. I like how it lifts the spirits of others. And I love what it is doing for my networking. I can carry a conversation.”

M (Hand Shake)