Craft Your Own 60-Second Commercial
Make Yours Clear, Concise, Memorable, and Repeatable
Repeatable? What for? Here’s why: You probably aren’t selling to the person
you are speaking to when you give your 60-second commercial. Instead, you are
helping them understand what you do and educating them on your ideal prospect.
If your 60-second commercial is clear, concise, memorable, and REPEATABLE, they
will be able to tell someone who they consider to be your ideal prospect next time they get
a chance.
The purpose of the 60-second commercial — maybe you’ve heard it called an elevator statement — isn’t to have something to recite word for word when you meet someone. Instead, it provides you 60 seconds of information to have available if someone asks you, “What do you do?” You just need to provide someone with enough information to compel them to ask next, “Really, tell me more” or “How do you do that?”
Your 60-second commercial consists of your positioning
statement and something that differentiates you from the competition.
Click here to download a printable version of the 60-Second Commercial Template.
Positioning Statement
Your positioning statement formula looks something like
this:
“I’m [your name] and I’m with
[your organization’s name]. I provide [list the services you provide] so that
[the benefit to your client]. A good client for me is [your ideal client].”
Here is one for a SCORE counselor:
“My name is Dana Jones. I’m a
volunteer with SCORE, Counselors to America’s Small Business. I work with small
business people who want to start or improve their small business by improving
all aspects of their business including profitability, customer service,
visibility, and overall success. A great lead for me is someone who is starting
a business or has questions about how to make their small business more
successful.”
Your positioning statement should be simple, memorable, and
repeatable. It should appear on all of your marketing materials.
Fill in the components of your positioning statement
below.
Your Name_________________________________________________________________________
Your Organization
Name_______________________________________________________________
Services You Provide__________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Benefit to Your Client__________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Your Ideal Client_____________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Write your own positioning statement below.
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
What Differentiates You?
When you look for something that makes you a better choice
than your competitors — that differentiates you, think of a key service or
product that your competitors don’t offer. Think of something that will make
your potential client’s life so wonderful that they have to know more. Some
people use this portion of their 60-second commercial to share product knowledge
which helps position them as an expert.
List all the things that differentiate you.
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
How can you make your client’s life better?
__________________________________________________________________________________
__________________________________________________________________________________
What product or service knowledge can you share with your
contact?
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Write your statement about what differentiates you from
your competitors.
Without mentioning anything about your competitors, develop
a statement from the information above that will build on your
60-second commercial.
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
__________________________________________________________________________________
Revise and Refine as Needed
Put it all together and use it every chance you get. Study
the reactions to your 60-second commercial. It should make people want to know
more by inspiring them to ask questions. If they look confused after listening
to your 60-second commercial, you should consider refining it. Look for every
opportunity to use it. Practice will make it seem much more natural.
