How to Prepare an Effective “30 Second Commercial” for Your Business

“What do you do?”

This is the question that every business owner or sales person wants to hear—permission to tell someone what they do possibly make a sale (or at least a valuable contact).
The problem is that many business owners and sales people are not prepared for such a simple question. Errors usually show up on two sides: either talking too much, or not talking enough. Both of these problems come from not being prepared to give a simple “30-second commercial” about what you do.

Prepare in Advance

It is critical that you prepare in advance to give a 30-second commercial about what you do. It should take no more than 15 minutes to prepare a great message, and it will probably be the most valuable 15 minutes you ever spent in preparation to sell your product or service.

Tips on Making a 30-Second Commercial

Tim Strahl (Business & Information Technology Agent of Oregon State University-Harney County Extension Office) has some experience with this topic. He regularly attends the Harney County Business Roundtable, and they regularly have a “30-second commercial” segment at their meetings. In these segments, members are invited to stand and give a simple explanation of who they are and what they do.

After his experience, Tim gives the following advice of creating and preparing a 30-second commercial for your business:
1. Get (grab) our attention. Do this with a question, visual, humor or whatever else works for you, your personality and business. (Assume they are as preoccupied as you were during their commercial).
2. Say the name of your business and product or service.
3. Toot your horn
4. Identify what your business can do for us. Make sure you include what is unique about you and your business. Remember, we do NOT care what you do; we want to know how you will help us.
5. Repeat the name of your business and product or service.
6. Tell us where your product or service can be purchased.
7. Close by asking us to take an action. You want to be remembered.

Tim continues to give the following advice for a one-on-one conversation:
“…insert a question and answer period between items 2 and 3 to formulate items 3 and 4 to meet the needs of your audience. Use open-ended questions to gather information to lead your prospect to that all important next step.”

When you are asked, “what do you do”, the next 30 seconds may determine whether you get funding or make a sale. Prepare for this opportunity. Craft your message carefully. Write it down. Test it on a friend or associate. Practice, practice, practice. Have fun, it will show!

Sample 30 Second Commercials

Business Sample

Ever wish you had more time at the end of the day? Or how about at the end of the year?
My mission is to give time back to people so they can focus on what is important to them. My name is Paul McDonald and I am an Agency Vice President with HBW Insurance and Financial Services. My clients love the simplicity that I bring to them and enjoy the idea of having one advisor coordinating all financial matters.

I coordinate all the details of the finances of my clients—paperwork, meeting with accountants, speaking to attorneys—whatever they need. In turn, they have more time to put in to what is important to them. I research all the fine points and report back to them with the suggestions.
Again, my name is Paul McDonald at HBW Insurance and Financial Services. I can be reached toll-free 1-877-711-1264. I encourage you to call and find out more about how I can handle the details of your life so you have more time in your life.

Non-profit/church ministry sample

Acts2 is a mid-week service at our church. We want to re-create the atmosphere, the environment, and the sense of awe of the Church of Acts Chapter 2.

At Acts2, we seek to do the following:
1. Produce a high-quality mid-week service at our church for our members and regular attendees,
2. Bring our surrounding community closer to living like Jesus
3. Pioneer the path for mainline churches to ease the process of adding a mid-week church service.

We are in the very beginning stages of this ministry. We are seeking volunteers of all spiritual gifts, but presently have strong needs for those with the gifts of leadership, administration, giving, and prayer.

Learn more about this ministry by contacting Mike Smithers at (913) 555-1212. If you are ready to get involved or just want to check out the idea, come visit us on any Wednesday evening from 7:00 to 9:00 in room 104.

Conclusion--Prepare now!

Prepare your 30-second commercial now! Nothing is more important than being able to give a short and fluent description of exactly what you do so that anyone can understand it and become excited about it!