competition, including you. What makes you unique amongst your competition?
Again, WHY you? Your 30-second commercial
needs to convey credibility and confidence that serves to answer that question
before it is asked. Consider an example.
“Not only have I helped more than 100 people get into the right franchise, I also spent 10 years as a CPA … helping my clients know what they were getting.”
Who would a prospective franchisee prefer
to work with? Just anyone or someone with this background? The answer should be
obvious (at least the question was intended to be rhetorical). The point is
that Inspiring Confidence (answering the “WHY you?”) is vital to your 30-second
There are few options to the basic introduction (as discussed in part 3); it is largely void of creativity, right? That’s okay, because you can more than make up for it with the Message Body. This is essentially the heart and soul of your message and you can approach it from lots of different angles … You can INFORM the person or EDUCATE … You can even AMUSE or STARTLE them to get the point across.
You might be sitting there saying, “There
is nothing to what I do.” Certainly, what you do may seem like basic vanilla. What
you need to give yourself credit for (and convey in your messages) are all the
different WHERE’S and HOW’s you do what you do. With that, you can add some
creativity to your message body.
For example, a real estate agent helps someone buy a house. Basic vanilla, right? But there are lots of reasons WHY and situations WHEN they do this, like when people want to…
Get out of an apartment.
Have a bigger house.
Have a smaller house.
Have a second house.
Renovate and flip a house.
Invest in real estate and rent a house…or two.
Each of these could be the basis for a completely
separate message body. No doubt, you can do the same for your business or
profession. Read on in Part 5.
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
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
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.”
case, your 30-second commercial should address “who you are?” The next step is
in Part 4.
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 WHO you are) …
Add to that a Message (which addresses WHAT you do) …
From there, you need to Inspire Confidence or create credibility (which tackles WHY you over all the other choices) …
Then you wrap this up with a Strong Definite Request of what you need (this is HOW they can help you).
Now, if you carefully draft each of these
sub-parts 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.