Here is a template to help you design the perfect 30-Second Commercial:
Crafting your Head-Turning Commercial Template
by Jessica Patterson-Riverson
Introduction: A really great, head-turning commercial should include a “before and after” element that speaks “wow.” In fact, if you’re part of a weekly networking group that requires you to change up your commercial each time, sharing a different client “before-and-after” story each week is a great plan. But today we’re going to focus on your tried and true commercial that you can use over and over again.
There are a few things you must keep in mind first:
1) K.I.S.S Keep it simple silly! Coach, Mark LeBlanc says to make sure you use 8th grade language and don’t assume your audience is smart enough to know all your industry lingo.
2) Your commercial should attract your ideal client, NOT everyone so don’t expect it to. The riches are in the niches! When one or two people immediately come up to you after the meeting for your card, you know that you have an effective commercial. It should be so specific that someone comes up to you and says that either they need your product/service or they have the name and contact of someone who does. Now that’s time at a networking event well spent!
3) Natural: If it is easy and natural for you to say then you’ll feel comfortable and proud saying it. Don’t force yourself to say something that just isn’t you.
4) Before and After “wow”. This element is extremely important. It’s the part of your commercial that commands an “ahhh” from the ground. When you speak the before (pain point) and then show the after (the problem you solved) people will automatically respond. Story telling is extremely powerful and you’re going to use this to your advantage.
The Head-Turning Commercial Formula: WHO + WHAT + HOW + SO THAT = Head Turning Commercial
1) NAME: Your name
2) TITLE: Your catchy title if you have one (ex: Permission to Charge Mentor, The Savvy Bookeeper, The Relationship Rescue Expert). This is optional for those who are branding themselves as an expert, which is a good idea!
3) WHO: Describe who you work with. Be specific.
4) WHAT: What problem do you solve? This is where you get VISCERAL. It’ the “before” part of your story. Really dig into the heart of the pain that your client has. OR dig into the DESIRE your client has if your business more pleasure focused such as jewelry sales for example. For most businesses, the WHAT will be the pain points.
5) HOW: This is where the “after” part of your story comes in. How do you bring in the relief?
6) SO THAT: And what IS the specific relief/outcome you help your clients achieve? Example: Stop migraines, grow their business, reduce the fat tax bill at the end of the year.
Now it’s YOUR turn:
MY NAME IS: ___________________. I work with_______________________(WHO) _________________ WHAT ____________________________ by ____________________HOW (how you bring in the relief) SO THAT they can (specific outcome/relief your client enjoys) __________________________________.
Example of a Head-Turning Commercial: Hello, my name is Jessica Riverson and I am your Permission to Charge Mentor.™ I work with talented solopreneurs who are SO passionate about helping others that it actually stands in their way from charging their worth and making the kind of money they deeply desire to make. What I do is perform “mental surgery” on their money mindset, create pricing and packaging that will entice people to buy and then teach my clients to sell with soul so that FINALLY their bank account can be as BIG as their passion for helping others.
Let’s break this one down:
WHO/IDEAL CLIENT: I help talented solopreneurs who are SO passionate about helping others
WHAT/PAIN POINT: stands in their way from charging their worth and making the kind of money they deeply desire to make
HOW: perform “mental surgery” on their money mindset, create pricing and packaging that will entice people to buy and then teach my clients to sell with soul
SO THAT: so that FINALLY their bank account can be as BIG as their passion for helping others.
Let’s review this simple formula again: WHO, WHAT, HOW, SO THAT
Variation #1 “I work with with..”
I work with _________ (ideal client) who struggle with ___________(pain point) by ________ (how you do it) so that they can ________(transformation/relief/outcome you provide)
Variation #2: “You know how….” Another clever variation on this formula that I learned from business coach, Tammi Wolfe.
My name is _________ You know how __________(insert your ideal client) sometimes struggle with ____________?(insert the problem you solve). Well I help them __________(transformation you provide).
Example: My name is Jenny Smith and I’m The Savvy Bookeeper. You know how small business owners sometimes panic at the end of the year, trying to get all their ducks in a row to prepare for tax time and it’s really stressful? Well I have a program for my clients that makes this process completely painless and super simple so that handing over their “tax stuff” to their CPA is a breeze. Tip: I’ve used this variation also with great success! It’s very conversational too. It’s a good technique for when you’re mingling with people during open networking. You ask them a question with the “you know how..” part and they nod and then explain how you solve that problem. It is a great rapport builder because it is so conversational in nature.
Bonus Tip: Write down your 30 second commercial AND your one sentence commercial on a 3 x 5 card , one on each side. This way you’ll never get tongue-tied or be at a loss for words. You can practice while you’re driving to the event (I do!).
*And if you’re really crafty and creative, put it on pretty card stock and laminate it so it stays in good shape in your wallet or purse. Another twist to this idea is that you could even put your commercial on the back of your business card so nobody ever forgets WHO you serve and WHAT you provide and HOW you do it.
But what if I’m not allowed to give my commercial?
One Sentence Commercial: But what about the networking meetings that only allow you to state your name and company? You’ve crafted and practiced the purrrrrrfect commercial but when you arrive at your networking event, you’re informed that you only have time to stand up, state your name and what you do in one short sentence. No worries, this can easily be remedied and here’s how:
Step One: Create a results oriented tag line.
Step Two: State your name, profession and then add your tag line.
Step Three: Pull it all together and you’re done! Voila!
Example #1: My name is Jessica Riverson, your Permission to Charge Mentor™ & Business Coach. I take my clients from “I can’t charge that much! to “Oh Yes I can!”
Example #2: My name is Jenny Smith and I am a realtor. I move you into your dream home in your dream neighborhood so living feels like luxury.
Example #2: My name is Susan Sanders and I am an acupuncturist. I melt daily stress and anxiety so you can stop walking on “pins and needles.”
About Jessica Patterson-Riverson - http://www.thesoulfulsolopreneur.com
A successful entrepreneur since 1998, Jessica Riverson transforms the businesses of smart entrepreneurs and helping professionals to enable their bank accounts to match the high level of passion and contribution they make in the world. A Certified Money Breakthrough Coach, Jessica is the founder of the coaching and training company — The Soulful Solopreneur. Through her proprietary and proven 3-step process to lifetime profits, her clients finally give themselves Permission to Charge, Say YES to their Value, and Re-define Sales as Service so they can Profit and Serve for a Lifetime.
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