Crafting Your 30‑Second Commercial
A step‑by‑step guide to a clear, memorable intro: who you help, how you help, and exactly what referrals you seek.
our 30-second commercial isn’t a speech; it’s a doorway. Its job is to make it easy for the right people to step through and talk with you. The most reliable framework is simple: who you help, how you help, and what kind of referrals you’re looking for. Clear beats clever—every time.
Start with WHO. Describe your ideal client so listeners can picture a real person. “Local service businesses with a team of 5–20 and inconsistent lead flow” is better than “small businesses.” Geography, stage, industry, and trigger events (new location, new product, leadership change) help people match you with someone specific.
Explain HOW—using outcomes, not jargon. Instead of “We implement marketing automation,” try “We help owners follow up with every lead without adding hours to their day.” Outcomes translate across industries and invite questions. If you use a technical term, anchor it with a simple example.
Make a precise ASK. “A great introduction is to a property management firm that just added a building and needs to streamline tenant onboarding.” Specificity gives your network a clear search image. Vague asks leave goodwill stranded; precise asks mobilize it.
Nail the delivery. Speak at a conversational pace, use natural language, and land one memorable phrase that signals your positioning (e.g., “We turn missed follow-ups into booked appointments”). End with an open question that invites dialogue: “Who do you know who’s growing and wants more capacity without more chaos?”
Adapt for the room. Your L.E.N.S. version might highlight community impact; at a chamber event, emphasize ROI. Keep a few modular examples ready so you can swap in the best proof point for the audience.
Practice without sounding rehearsed. Record yourself, time it, and trim filler. Ask a peer to repeat back your who / how / ask. If they can’t, tighten it. Remember: clarity is kind—to the listener and to your future self.
Follow through. After meetings, send a short message that restates your positioning and ideal intro in writing. Include a one-sentence “intro blurb” people can copy-paste when they introduce you. You’re not just promoting yourself—you’re equipping connectors to advocate for you.
Make it a habit. Revisit your 30-second commercial quarterly as your business evolves. When you repeatedly show up with clarity and generosity, the right doors open more often—and conversations turn into collaborations.
Plug-and-Play Template
“I help [who] solve [pain/goal] by [how/outcome]. A great introduction for me is [specific company/person + trigger]. Most folks remember us as [memorable phrase].”
Quick Practice Ideas
- Pair up: deliver your commercial; your partner must repeat your who/how/ask from memory.
- Build three versions: peers, buyers, community partners—and test each.
- Write a one-line intro blurb others can paste into an email when referring you.
