I remember the first time I gave a “30 second commercial”. That’s a day I would rather not re-live. It was a cold overcast morning at The Jolly Roger Restaurant. There I stood, trembling like a leaf and trying with all my might to focus, focus, focus. Like cars in a Nascar race, words zoomed 100 mph around my head, oh my god – am I going to die?
At the time I was working as an internet marketer for a mortgage firm in Long Beach, CA. My job was to spread awareness about the firm. Long story short, those 20 versions of my USP ultimately ended up being one disjointed nervous mess of a whisper. I think people felt bad for me afterwards because of how nervous I was –how embarrassing. It really rocked me to the core. I determined then and there that NEVER AGAIN, would the 30 second commercial rob me of my honor, my pride!
So what does make up a good 30 second commercial? Is it the energy? The words? How it’s said? Usually it’s a combination of all those things. I put together a few tid bits of wisdom that I have learned over the years below. They aim to help you overcome your fear of the dreaded “30 second commercial”.
First things first:
*A good 30 second commercial doesn’t just compete (we’re the best in the west), it eliminates (we’re the only…).
“We’re not only the best at what we do, but we’re the only ones who…”
“were not only the best SEO Team in town, but we’re the only ones who are IDC & Adwords Certified.”
“We’re not only the best SEO Team in town, but we’re the only ones offering a Top 10 Ranking Guarantee on all our work.”
“We’re not only the best SEO Team in town, we’re the only company that concentrates 100% on SEO.”
“Were not only the best SEO Team in town, but we’re the ONLY SEO Team that supports local education with an annual SEO for Kids event at a local school.”
“We’re not only the best SEO Team in town, but we’re the ONLY company who hosts a local SEO Meetup group where customers can network with other SEO enthusiasts and grow their knowledge.”
“We’re not only the best Accountants in town, but we’re the ONLY Accountancy in town that charges a consultation fee. You see, we’re professionals, not amateurs.”
UNIQUE – it clearly sets you apart from your competition, positioning you the more logical choice.
SELLING – it persuades another to exchange money for a product or service.
PROPOSITION – it is a proposal or offer suggested for acceptance.
Example#1: Shipping Industry
Pain: I have to get this package delivered quick!
USP: “When it absolutely, positively has to be there overnight.” (Federal Express)
Example #2: Food Industry
Pain: The kids are starving, but Mom and Dad have no time to cook!
USP: “Pizza delivered in 30 minutes or it’s free!” (Dominos Pizza)
Example#3: Real Estate Industry
Pain: A homeowner wants to sell their house fast without losing money on the deal.
USP: “Our 20 Step Marketing System Will Sell Your House In Less Than 45 Days At Full Market Value.”
Example #4: Dental Industry
Pain: Many people dread seeing the dentist because of the cost and time it takes out of the day.
USP: “We guarantee that you will have a comfortable experience and never have to wait more than 15 minutes or you will receive a free exam.”
Example#5: Medicine Industry
Pain: You have the flu, feel terrible, and can’t sleep.
USP: “The nighttime, coughing, achy, sniffing, stuffy head, fever, so you can rest medicine.”
Example #6: Jewelry Industry
Pain: Customers hate paying huge 300% mark-ups for jewelry.
USP: “Don’t pay 300% markups to a traditional jeweler for inferior diamonds! We guarantee that your loose diamond will appraise for at least 200% of the purchase price, or we’ll buy it back.”
Would it surprise you to learn that most business people do not have a 30-second commercial (otherwise known as an elevator speech)? In the 10 years I have been in the field of marketing and advertising, it always amazes me to learn that some folks still do not have a strong USP developed. Even high level executives I have met often times do have not completed version of a 30 second USP to suit any occasion in which they might be asked the age-old question, “What do you do?”
It’s crucial that you be able to quickly describe what you do and who your target audience on the spot. The purpose of your 30-second USP or “commercial” is to communicate who you are, who your company is, and what you do. In addition, it asks one or more compelling questions that tune directly into “WII-FM” (what’s in it for me), A compelling statement shows how you can help others and ends with why the customer should act now.
To make your personal commercial memorable:
o Use an energetic group of words that leaves them wanting more!
o Avoid using words that are over most people’s heads unless it’s absolutely necessary.
o Try your USP out on an 8th grader and get their reaction.
o Talk about benefits… “I help businesses find ways to generate more sales.”
o Speak slowly and articulate.
Name and Position … Hi, my name is Taylor Reaume, Owner of The Search Engine Pros
Energetically say what you do … I help people generate more business by getting on top of The Google, and The Facebook 🙂
Insert your Compelling Question … Wouldn’t it be great to be listed #1 on Google?
Insert your Compelling Statement (how you help) … I think I might be able to help you. Let’s get together to discuss ways to implement an online marketing strategy into your business and get you some more calls from Google.
Why the prospect should act now … Would you like to schedule a brainstorming session, or have lunch or coffee to see if I can be of assistance to you?
Sometimes it helps if you make a list of the five ways you improve your clients’ businesses, or save them time or money, and/or help them to get more of what they want. (notice I said want, not need).
Next create five reasons why people do business with you. Combine the most important elements into your 30 Second Commercial.
Here’s a list of compelling questions and lead-ins that will expose areas of need:
o What do you look for …?
o What have you found …?
o What has been your experience …?
o How do you propose …?
o How have you successfully used …?
o How do you determine …?
o Why is that a deciding factor …?
o What makes you choose …?
o What is the one thing you would improve about …?
o Are there other factors …?
o What does your competitor do about …?
o How do your customers react to …?
o How are you currently …?
o What are you doing to keep …?
o How often do you contact …?
o What are you doing to ensure …?
Using some of the lead-ins above, as necessary, make a list of 25 compelling questions that make the prospect think and give you the information you need:
Combining all of the necessary elements in creating your 30-second commercial, along with mastering your compelling questions will assist you in attracting more of the clients and customers you want to work with – and they’ll know exactly why they should employ your services right away!
p.s. Next week we will be talking about headlines. As a sneak peak, here’s the top 3 Headline Rules:
1. Relate a problem
2. Present a solution
3. Focus on benefits