It is good to have an effective 30-second commercial, but it is even better to have more than just one. Think about it. There are lots to what you do and there is no way you can convey it all in 30 seconds.
So, have different commercials to convey various things. Also, consider that no two people are the same and no two situations are the same. Thus, it only stands to reason that you have different messages to fit different situations and people.
Plus, if you consistently say the same thing, eventually what you have to say becomes “white noise.” So do not fall into the trap of having a “one size fits all” commercial. Here are some considerations for developing some variety in what you have to say.
First, as I indicated earlier, develop a variety of Message Bodies … In some settings be informative or educational (at a stodgy business after hours) … In some be flippant or amusing (say at a holiday party) … In others, you might consider something with a little shock value (where you really want to grab some attention quickly).
Next, there is more than one reason WHY people should refer (or use) you, so share a different piece of confidence or credibility building information from time to time. Think about it.
What are the things that uniquely qualify you to be their best option? Perhaps there are things the set your company apart and those things attribute to you by association. Maybe it is the process you use.
Each of these can lead credibility to you in a particular situation … It is important to know how and appropriately insert that one in your 30-second commercial. (Whether it’s you, your company or the process you use).
In addition to using different ways to establish credibility, you can ask for different things in your 30-second commercials.
Depending on the setting you can outright ask for people to refer you clients … Or you might find in a situation that you are best served to ask for connections to strategic partners (accountants, attorneys, etc.)… Or you might determine that it is most appropriate to ask for information (such as details on networking events, job transition groups or background on people).
The point is that this is another way in which you can create some diversity within your 30-second commercials.
Finally, in addition to changing the MESSAGE BODIES, relying on different things to establish CONFIDENCE and altering the REQUEST, you can also switch up the order in which you execute the framework.
The above framework is a suggested guide. It is not an ironclad rule of thumb, however. Lead with something to inspire CONFIDENCE or perhaps your strong definite REQUEST or even an amusing MESSAGE BODY.
It does not matter how you slice or dice the framework. The key is conveying the message with all the bits and pieces in about 30 seconds.