How to Write a Compelling 30-Second Commercial-- of Yourself!
By Debra K. Traverso | Copyright 2008 by Debra Traverso, OneCall
All rights reserved in all media. The content of this article may be forwarded in full without special permission provided it
is used for nonprofit purposes and full attribution and copyright notice are given. For all other purposes, contact Debra
Traverso at dtraverso@makejustonecall.com.
What is a “30-Second Commercial”?
Brief introduction, a teaser about you and what you can do for people.
When Should I Use My 30-Second Commercial?
Networking events
Social functions
At Professional, Social or Organizational Meetings ( board meeting, etc…)
WHAT WILL IT ACCOMPLISH
1. make a good first impression
2. trigger curiosity in your listener
3. stand out from your competition.
The point of this polished commercial is threefold:
(1) to let prospects know who you are and what you do, identify your uniqueness;
(2) to deliver a distinctive message that aids in recall; a distinctive message implies a distinctive service.
(3) to give prospects a reason to choose you for their business. Make them feel smart about working with you.
4 – you come off poised and professional
WHAT TO PUT IN YOUR COMMERCIAL?
Make a list of what you must include in your commercial. This will differ depending on your audience, the situation that
brings you together, and what you hope to accomplish. For example, in a 30-second commercial, you should include:
who you are
your company's name
the product/service you offer
the clientele you serve
how you differ from your competition
why should I do business with this person?
Yes, it's possible to include all this information in 30 seconds. You just have to be clever.
Share benefits, not features. Benefits are what the prospect receives, whereas features are what you offer. State a
feature you offer, then finish the phrase, "What this means to you is..." That's the benefit to the customer! (Tip: Remember
this terrific six-word phrase; it often comes in handy.)
Guidelines for Creating Your 30-Second Commercial
Use concise and clear language that isn't overly detailed. No industry specific jargon!
Sell your professional abilities and experience.
Emphasize your strengths
Use descriptive statements or specific examples of your acquired skills and abilities.
Speak clearly and with confidence.
What Should I Keep in Mind about Developing My 30 Second Commercial?
PRACTICE, PRACTICE, PRACTICE!
Your 30 second commercial should be conversational and natural. Ask for feedback, what you like, don’t like. Does
anything need clarification or refining? Am I missing anything?
Although prepared in advance, it should never sound memorized. You want to appear confident, enthusiastic, poised and
professional. Make it memorable but not outrageous. You are likely competing for attention with other professionals. Your
commercial should allow you to stand out a bit from the crowd. Whether it is the vocabulary you choose or a specific
achievement you mention, you want to engage the listener and give them a reason to want to hear more.
Be prepared for follow - up questions
. You may be asked for more information or to elaborate on something you
said which will keep the conversation going. Part of your strategy is to develop a rapport with people and a good
commercial and follow-up will help to set a positive tone. Vary your commercial to fit circumstances.
MULTIPLE COMMERCIALS
1. Those that don’t know you
2. Those that know you
3. Niche commercials ( luxury commercial if at high-end event )
SAMPLE SCRIPT
This is just a general example:
Hello, my name is Dan Schuman with Howard Hanna, and along with my wife Amy, we are “spouses selling houses.”
We make the process easy for home buyers, and for those selling their home, we have the highest success rate in
town. Dan Schuman, Howard Hanna.
Or
Hello, my name is Daniel Schuman, you can call me Dan ( used name twice )……