There are five parts to a powerful 60-second commercial. They include your name, the name of your company, the grabber, the body of the commercial, and the close. (See this link for example http://www.youtube.com/watch?v=GbLJbV2doGE.)
Start with your name and company name. Depending on which you think is the most important to remember, start with the least important first. That is to say, if you want them to remember your name, say your name last. Say your company name first. The reason for this is that it takes time to start listening. If you say the more important of the two second, there is a better chance that they will remember the most important.
The grabber includes something catchy, memorable. Something that will hook the audience. In one case, a roofer may suggest having everyone one in the audience look for blue tarps. He might say, “I am in the business of retrieving blue tarps. Every time you see a blue tarp, you will think of this roofer. Alternatively, how about someone who is in the business of retaining wall structures saying “I hold up banks!” If someone where to lead off their commercial with “I hold up banks!”, would you not want to hear all they had to say?
The body is made of problems you solve and the solution. A simple method to facilitate this is using eight simple words; “Do you know how’? What we do is’!”
The first four identify a problem you solve with your product or service. The second four introduce the solution your company provides. As example you are a safety supply company. You might say, “Do you know how large companies frequently run out of stock for their emergency safety supplies. What we do at XYZ Safety Supply Company is stock your safety shelves without you having to reorder, keeping your overhead low and your inventory in balance.” If you think additional, detail is needed for explanation, do so, however avoid the shotgun approach.
With the shotgun approach, you are attempting to connect with all your targets. My favorite is the chiropractor who stands to tell us “Anyone with a spine is a good client for me.” That is everyone in my database. However, when that same chiropractor stands and asks me for a referral from the person I know who is the sickest person I know, I think of one person.
The best resource for delivery technique is practice. The least cost, quickest way is to record your commercial into a tape recorder. Play it back to your friends and family. Listen for their comments. Make changes and rerecord the message. Memorize your presentation so that if someone were to wake you in the middle of the night, asking you what you do, you would be able to tell them without hesitation.
The close should move people to action. How can someone access your product or service? What are the benefits? Why should someone seek out your product or service? Remember that you are developing this commercial to attract people to you. You are not in a sales mode at this time. You will proceed to selling once people are attracted to you and like you. The commercial is to create a platform for people to like you. People buy from people they like. Develop a commercial that says, “Everyone should want to know more about what I have to sell.” To reemphasize, we are not trying to attract everyone. We are trying to qualify our service to one or two specific clients at this time. Once we sit with a client, review our selling system, that is the time to ask for referrals that fit other markets you serve. End with your name, your company and a big smile.
Gerry Rose runs INTEGRITY Networking Solutions in Oceanside, CA. He works with realtors who want to attract the right prospects and their affinity partners who want to generate more referrals. More than 10,000 businesses have been presented the INTEGRITY Networking Solutions system in San Diego, Riverside, and Orange Counties.
Gerry’s stimulating presentation Unlimited Prospects, Unlimited Referrals is ideally suited for small business owners, home-based businesses, and independent professionals who want clearer direction and want to attract more prospects, develop dynamic systems, and strengthen their companies’ accountability. Gerry does one on one consulting, conducts a range of keynote speeches from thirty minutes to full-day education workshops.
His books, Unlimited Prospects, Unlimited Referrals, 101 Tips to Attract Prospects, 101 Tips to Generate Referrals and Unlimited Prospects, Unlimited Referrals, Giving Your Clients What They WANT, So You Get What You WANT are currently available. Unlimited Prospects, Unlimited Referrals, Using Your Time, Energy, and Creativity to Create Value, will be available in 2006.
Gerry has more than 20 years’ experience directing business owners how to grow their businesses. He is a networking dynamo. Those who know him will assure you that he does a great job of bringing people together’which is why he started Integrity.
Involved with networking organizations since 1984, Gerry is an Accomplished Toastmaster, a member of Toastmaster International, and has chaired numerous chambers of commerce and non-profit organizations.
To contact INTEGRITY Networking Solutions for availability and information, call (888) 584-7073. You can contact Gerry by mail at 2103 Wedgewood Drive, Suite 100, Oceanside, CA 92056. Fax to (760) 439-5043; e-mail to . For more information, go to www.integritysd.com