The Construction of a 60 seconds -- How to make an impact

Given that we all deliver a 60 second commercial in our networking club meetings, it often astounds me how little thought some people put in to it. In fact I was asked yesterday for tips on making an impact during a 60 second commercial. I use the word commercial as that is what a 60 seconds is your commercial, your advertisment to the world.


Now think to the memorable commercials you have seen and they all have one thing in common – Clarity.


I hear lots of 60 seconds, and a trap that many people fall into is telling the audience about their skill and not what they can do.


For example I had been listening to a personal therapist for about two years not fully understanding what it was they did. Then one day he stood up and said how would we like to kiss an ex smoker today?

Instantly everyone got it.


He told them what he could do for you. Do you do that?

Here is an anatomy of a 60 seconds:

• Opening including who you are and what you do 5 – 10 seconds
• Description of your product or services 10- 15 seconds
• Your experience 5 – 10 seconds
• Why people should advocate for you 10 – 15 seconds
• Repeat who you are, what you do and a strap line 10 – 15 seconds

If you stick to that format you should get everything across to the audience in 60 seconds. Providing you are clear in your message, to be sure try it out on a friend or family member, if they understand so should your audience.

Clarity is your key to being understood

Paul

Helping Real people, do Real business through Real networking