NFIB

Be a 60-Second Commercial
08/ 12/ 2002

by Vicki Gerson

Have you mastered the art of doing a 60-second commercial at business events or social gatherings? When you're first introduced, the words you speak can send a powerful marketing message about you and your company.

What can you say?

Make a list of all the important facts about you and your business. First, it's important that people remember your name and the name of your business--so provide that information right away. Make sure you always identify where the business is located, though people are unlikely to remember a specific address. Instead say something like, "I'm located in Wheeling at the corner of Milwaukee and Dundee."

Briefly describe what you do. You also want people to know how your business is different than others that provide the same services or products. It is important that you carve out a niche that makes you stand out from the crowd. When you conclude your 60-second spot, hand the individual(s) your business card.

Many business owners have designed a phrase that people remember when they meet them again or think about the person or their business. For example, a mid-size Internet provider always says, "We are the Goldilocks of ISPs--not too big and not too small. We're just right." A lawyer includes in her introduction, "One of my clients told me I'm the bulldog in high heels." People may laugh, but they'll walk away with the impression that she's willing to fight for her clients. Select a phrase that will help people remember you and what you do.

Don't do the following:

Never give your phone number, as it's unlikely anyone will remember. Don't knock the competition by name. This message is about you and your uniqueness. Stay on target. And whatever you say, don't speak in a monotone--keep it conversational.

When you have less than 60 seconds:

Once you've mastered the 60-second version, work on creating a 30-second and 15- second elevator version. With practice, you can create a "sound bite" for your business. Visualize this as a verbal business card.

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