Networking: Crafting an Effective 30-Second Commercial


Do you know how to craft an effective 30-second commercial?  Most commercials that you hear at networking events really do not give you a clear idea of what that person is all about.

Some of the key elements of a well-crafted 30-second commercial will:

  • Paint a verbal picture.
  • Establishes you as an expert in your field.
  • Profiles you and your company.

The standard 30-second commercial goes something like this:

Hello, I’m Lucy Jane and I’m an Account Rep with Joe Bob’s Freight Company. We are looking for prospective clients who ship anything. We have the best rates in town and provide excellent service.

Blah! Blah! Blah!

Using the 3 elements listed above here is how Lucy might re-phrase her commercial:

When was the last time that you had an order to ship and the freight company damaged it? It was returned by the customer and you lost money?

For the past 25 years, Joe Bob’s Freight Service has been rated in the top 5 out of 25 delivery service organizations in the region by the East Texas Business Journal based upon our excellent dependability, reliability and expedient services.

Today I’m looking for an introduction to Jimmy Joe, Operations Manager at Ralph’s Refrigeration Corporation.

My name is Lucy Jane and I’m the Regional Sales Manager for Joe Bob’s Freight Service.

When you are more detailed with explaining your target market, being more precise on the product and/or service you provide, and describe your value proposition thoroughly, your commercial will be more effective.

Source:  “5 Key Steps to Effective Business Networking” – Peggy P. Edge © 2012.