We are having a great seminar series running at the moment - group discussion is always so valuable, not least when it provides material for this blog! We are at the stage when we get to talk about moving from initial contact to gaining attention using that ubiquitous tool: The 30 second introduction.

How many versions should I have?

How many intros do you need? Here is the key: Figure out who the message is for - in other words what is the profile of your ideal clients? What do those businesses (or individuals) have in common in terms of their demographics/size/industry type and so on. This will form the first part of your message:

“We work with Fortune 500 companies” or “I work with small businesses and independent professionals in the service sector” are a couple of examples. You can perhaps vary your message around this theme (more on that later) but who the message is for should ALWAYS be clear.

OK, what do you do for them?

Think about the problems that your target audience is facing and will readily relate to. These are the issues they deal with and will gain their attention. For example:

“We work with small business owners and independent professionals in the service sector who want to grow but struggle to attract high quality clients consistently”

Now, you can vary the second part a little as far as the words go. Figure out what works best but you should be highly comfortable with the words. They should be things that you would say in a conversation or it won’t sound natural. However you may want to vary some of the words just so as you don’t sound like a tape recorder. Make sure that the core message is the same though!

Tags: 30 second promotional, Elevator pitch, marketing message

This entry was posted on Wednesday, October 1st, 2008 at 1:42 pm and is filed under Marketing Focus. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.