Get Clients Now! (TM), 3rd Edition

Ingredient: 30-Second Commercial

A 30-second commercial, also called an “elevator speech,” is typically used when leaving your first voice mail message with a prospect or referral source, beginning a presentation, or formally introducing yourself to a group. It’s an ideal tool for one-way communication, and delivering a message in a setting where people may not have a chance to respond to you.

This is different from the 10-second introduction described in Chapter 7, which is designed for two-way communication and facilitating dialogue.

When you are calling someone for the first time and get voice mail, use a 30-second commercial to introduce yourself. You often will not get a return call, but it is a golden opportunity to deliver your marketing ...