Your Commercial: First Contact | KeyToSuccess.Blog

Your Commercial

by Brian Benedict
Entrepreneurs  differ on what they believe to be the most important element, although many professionals will argue that creating a solid business plan should definitely be the first step. A well-crafted business plan lays out all the details and strategies, includes projections for revenue and spending, and will be reviewed in detail by bankers and venture capitalists. But in fact, the most important document that should be created even before the business plan is your 30 second commercial.

The fact is, most people will not read a business plan unless they have been motivated to do so beforehand. Your personal commercial is that motivating factor. It’s the hook that gets them into the room. It’s the catchy jingle that gets people to pay attention to the ad. It’s the best parts of the business plan, without the boring details. Your commercial is the place for the excitement, not the place to include all the technology, buzzwords and explanations.

A personal commercial statement should be able to be condensed into a single-page presentation, short enough to be memorized, or read easily within a few minutes and short enough to be presented during the course of an elevator ride. The 30 second commercial condenses your profession into something that can be presented in about a minute or two. Essentially, the parts that really matter are the very essence of your confidence and non verbal skills.

The 30 second commercial skips the hard-core financials, and gets straight to the heart of what it is about the business that really gets you excited. That’s what this pitch is about.  You don’t need to prove yourself.  You just need to quickly give a power statement that connects easily and accurately as to what you want them to know about your profession.  The commercial that gets people interested.

Your personal commercial should be inspirational and creative, hitting the high points of your business or career, and should accomplish the following:

  • Hit the high points
  • Summarize the problem/solution aspect of your concept
  • Describe the business model and how is it going to make money?
  • Create excitement on the part of the reader/listener
  • Describe the profit potential without having to bring out charts and graphs
  • Tell why you/your company are well positioned to accomplish your goal
  • End with a call to action

The first couple sentences are the most critical, and should present your core concept. If you can’t tell what it is you want to do in two sentences or less, then you need to simplify your concept. There will be plenty of time to get into all the details later, once you’ve captured your audience’s interest.

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