So, What Do You Do? Five Steps to an Infomercial that SELLS!

Did that title give you pause? Many people struggle to answer this question. Sometimes referred to as your elevator speech, or infomercial, having a smooth and easy to understand response will really go far in helping people to know who you are and what you have to offer.

Whether you’re at a networking event, online webinar, teleseminar, or actually in an elevator, it’s important to communicate in a quick and concise way, what it is you do and how you solve a prospect’s challenge or problem.

Making sure that your infomercial is focused on what’s in it for the client, in a minute’s time you can easily give prospects a clear vision of your product or service.

Here are five things to consider in crafting your 60-second infomercial:

1. Who is your target market? While I can open my informercial by saying, “although I have clients in almost every industry…” – you still want to focus on your niche or target market to help people think of who they know that could benefit from your services. If you’re still not sure, analyze your current client list and see if there is a particular industry, or type of client that seems most logical to your offerings.
2. What problems does your target market have that you can solve? Keep it simple. Come up with one or two things – don’t overdo it – less is more!
3. How do you solve these problems? Again, don’t come up with a laundry list of products/services, just enough to whet the appetite so they’ll want to find out more.
4. Mention something specific that speaks to results, like: ‘many of my clients say their sales increased at least 20% as a result of working with us’.
5. End with either a memorable tagline, or a question – like – ‘is that something that might be of interest to you or someone you know?’

Once you have it setup, print it out and practice it (and time yourself) several times until you have it pretty well memorized. You don’t want to come off sounding too scripted, but you will need to get comfortable with all the aspects so that you’re sure to hit all the points you need to in your time allotment.

As soon as you have this mastered, you will want to cut the content even more, for a true elevator speech – which is usually only 30-seconds in length.

Finally, especially if you attend networking events regularly, you will want to have several different versions for answering the questions numbered two, three, and four above. This gives people the opportunity to hear more about the additional services/products you provide. If you only talk about one specific product or service, they’ll believe that’s all you offer and you could be leaving potential sales on the table.

With a little bit of work, and practice, you’ll have the perfect 60-second infomercial that helps people immediately recognize what it is you do, and who they need to refer to you. Word of mouth marketing is the most cost-effective way to market your business. The infomercial is the best tool to close the sale!