Develop an Effective 30-Second Commercial

Your networking efforts depend on your 30-second commercial

Networking Event
Getty Images / Caiaimage /Sam Edwards

What is your 30 second commercial – that introduction you use at networking events to create interest and a response? If you're like most people, you're probably shaking your head and thinking, "Oh no! Not that 30-second commercial lecture again!"

There's a reason you keep hearing it. The concept is fundamental to networking. 

The Objective of Your 30-Second Commercial 

It's true that most of us hate sitting down to write and formulate our 30-second commercials – they confuse us, they baffle us, and they're a challenge.

We never feel like what we've come up with is creative enough or professional enough. We want it to be clever, but intriguing. When you can grab the attention of your prospect at a networking event with your 30-second commercial, you open the door to begin asking qualifying questions. Selling your business becomes easier in a matter of seconds. You no longer have to find a way to introduce your business when you have the right 30-second commercial. It just comes naturally.

The objective of your 30-second commercial is to provide someone with certain important information within 15 to 30 seconds. Think of it as a quick compilation of the most basic but essential facts. Identify yourself. Identify your company. Explain what you company does and how you and your company can help. And finally, give your prospect a reason to act – not later but now

​Here's an example: 

"Hi, my name is Laura Lake, I am CEO/President of L2 Marketing. We are an Interactive marketing company. We show companies how to integrate their offline and online marketing and create a holistic marketing approach that gets results."

What's missing? Laura has covered all the bases, hasn't she? But does her message get your attention? Does it give you an open-ended question that will lead you to move to the next level of conversation? It's missing these key components to make it powerful and effective.

How to Improve on the Example 

Laura might achieve better results with just a few little tweaks:

Name: Hi, my name is Laura Lake

Company: I'm the CEO/President of L2 Marketing.

What I do: We help companies increase their revenue and strengthen their brand by integrating their online and offline marketing efforts using a holistic approach.

Power question: Do you market your company in both online and offline venues? How are the results?

How we can help: I think we can help you. We start with strategy sessions with all our clients where we endeavor to bring together a core team of our people and yours. We'll analyze your current marketing strategy and give you at least five integration techniques that you can begin using today to increase your revenue.

Why the prospect should act now: Would you like to schedule a strategy session?

As you can see, the key isn't just giving great information. It's about asking the right questions. Go ahead give it a try! Your results will be the best scale as to whether you're getting it right. If your prospect's eyes don't begin to glaze over and she doesn't step away before you've finished, you're on the right track. Remember – practice makes perfect.