Everyone has competition within their chosen field, including you. And you may be outstanding at what you do but are you standing out? What is it that makes you unique amongst your competition?
When it comes to getting referrals, your network needs to know WHY you and not someone else in your field? So, your 30-second commercial needs to convey credibility and confidence that serves to answer that question before it is asked. Consider these examples for a Franchise Broker. Which one answers the question, “Why should I refer you and not another franchise broker?”
A) I really like selling franchises and my customers tell me that I’m really good at it.
B) Not only have I helped more than 100 people get into the right franchise, I also spent 10 years as a CPA … so I can help my clients really understand what they’re getting.
Who would a prospective franchisee prefer to work with – A or B? The answer should be obvious (at least the question was intended to be rhetorical). The point is that inspiring confidence (answering the “WHY you” question) is vital. So, as you think about your 30-second commercial, remember that you may be outstanding but are you standing out?
In your 30-second commercial, the Basic Introduction (name, business, what you do) is an essential element. However, there are relatively few options for you to present this information. It is largely void of creativity, right? That’s okay because the time for creativity is in how you share your message with others.
You see, your message is essentially the heart and soul of your 30-second commercial, and you can approach it from many different angles. To get your point across, you can INFORM, EDUCATE, AMUSE, or STARTLE the listener.
You might be thinking, “But there’s nothing remarkable about what I do.” Certainly, what you do may seem like basic vanilla…to you. But it might not be to others who aren’t in your field. So, try to convey in your message all the different WHERE’S and HOW’s you do what you do. With that, you can add some creativity to your message body.
Consider a real estate agent. “My name is Bob. I’m a real estate agent with ABC Realty. I help people buy and sell houses.” Sounds rather “vanilla”, right? But there are lots of reasons, situations, and stories around when and why people buy or sell a house. What if instead, Bob said:
- “My name is Bob. I’m an expert at helping growing families get out of an apartment and into their first home.”
- “My name is Bob with ABC Realty. Yesterday I helped a family find the perfect second home outside the city for quick getaway weekends.”
- “I’m Bob with ABC Realty. Quick question. How do you fit a family of six with two dogs in a 1200 square foot home? Answer. You don’t! You call me to help find a larger home within your budget.”
- “Have you ever thought about flipping houses for profit? Did you know [insert an obscure or fun fact about flipping houses]? My name is Bob with ABC Realty and I specialize in helping people find their first flip.”
- “Last week I closed on a condo for a couple whose youngest child just got married and moved out. Their dream had always been to downsize to a condo once the kids were gone. Last week that dream became a reality. I’m Bob with ABC Realty.”
- “My name is Bob. I’m a realtor with ABC Realty. I had coffee the other day with a guy who just inherited some money and is looking at investment possibilities. Being a realtor, I suggested investing in a rental property. He seemed intrigued and we have an appointment next week to explore some possibilities.”
Your 30-second commercial is your first connection with a potential new client or member of your network. As such, it is an essential part of your networking efforts. At just 30 short seconds, it’s an efficient way to convey important information. In order to also be effective, your message must be concise and include only your basic information. One of the most basic elements of your 30-second commercial is who you are. This is your Basic Introduction.
There is no magic to stating who you are in your 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 the work you are associated with. Each of these is important.
Now, nothing says it has to be in this precise order. You could achieve the same objective by phrasing your Basic Introduction as:
- “I am a franchise broker with National Franchising Group. My name is John Doe.” Or…
- “I am with National Franchising Group. My name is John Doe, and I am a franchise broker.” Or…
- “I’m John Doe, a franchise broker with National Franchising Group.”
Whatever the case, your 30-second commercial must address who you are.