Recently I worked with a client on crafting what’s referred to as a “30 second commercial” or “elevator pitch” if you will. Often, business owners don’t give this much thought—after all, on the surface the topic doesn’t seem too exciting—and they simply state their title or occupation when they are asked what it is they do.
If you’re not familiar with this concept, it works like this: when you are in business and you meet someone new and give a brief introduction of who you are and what you do in your business, it is often referred to as a 20 or 30 second “commercial.” It’s not enough to say “I’m a nutritionist” if that’s what you happen to be. It’s like ho-hum, I’m a nutritionist. It’s kind of boring, right?
Compare that to this: “I create tailored nutrition and supplement regimens for women so that they can feel healthier, look younger and enjoy a life filled with energy and strength.”
Big difference, right?
Notice we included an emphasis on benefits and results there too—this is key when you are explaining your business to others or even in the copy on your website or in your marketing materials.
To make it easy for you, here is a simple template you can follow when creating your 30-second introduction:
I work (teach/educate/inspire/create, etc.)
who struggle with (want/can’t/are)
(your niche’s problem)
and who want (would like/need)
Getting really descriptive is also helpful when you are doing business online, because of the importance of using keywords in order to be found in searches. It may seem like Marketing 101, but before you get into the real nitty gritty of how to make your online presence profitable, you’ll want to have this marketing basic down pat in order to set yourself up for success.
So, take some time to make sure your commercial is benefit-oriented, concise and clear. (Could your 8-year-old nephew figure out what it is you do if you practiced it on him?) Most importantly, your goal should be for someone who hears it to eagerly reply, “tell me more” instead of “so what?”
Get this down, and grabbing someone’s attention becomes a lot easier—and your first impression a lot more memorable!
Photo credit: nDevilTV