We’ve all heard about 30 Second Commercial. They’re also know as your “Elevator Speech,” or your “60 Second Commercial” (that was in the “old” days). The idea was to be able to describe what you do in the time it took for an elevator ride.
30 Second Commercial should engage your audience
Your goal is to capture attention before the elevator doors opened and your captive audience moved on. Do it right, and your audience wants to continue the conversation. Do it wrong and the opportunity is lost forever.
So what’s the answer to an amazing 30 Second Commercial? It’s engaging with your audience. Give the person you’re talking to the right information…involving them in your story…so they’re interested in continuing the conversation. You’ll know right away how you did: either they want to keep talking, or they start walking…away.
If your audience is interested, you’ve got a chance to continue the conversation. It’s time to go deeper and find out about them. Find out about them by asking questions. Show your interest in them. Learn more about them to find out how you can help them. Succeed and you’ll get an appointment to meet with them, and a chance to get a new customer.
30 Second Commercial Opportunity
Your opportunity to give your 30 Second Commercial doesn’t just happen in elevators…it can strike when you least expect it, so be prepared…at networking events, standing in line at the bank, seated next to a stranger on an airplane, or when introduced by a friend at a social event.
Let them give their 30 Second Commercial First
Everyone like to talk about themselves. So, personally, I like to let the person I’m talking with go first. I’m not shy about introducing myself, but I always try to make it about the person I’m meeting. “So…what do you do?” is about the easiest invitation you can give someone to give you their 30 Second Commercial. Listen closely, and ask questions. Most people think succeeding with a 30 Second Commercial is about talking. I think it’s about listening. And then delivering an Elevator Speech that’s custom tailored to your audience. Try it. You may never give your “canned” generic elevator speech again.
Your 30 Second commercial is an opportunity to give marketing message to an audience who is interested what you have to say. Can you imagine wasting an opportunity like that?