Creating Your 30-Second Commercial

I’ve heard it said that we only get one chance to make a first impression. Isn’t this the truth. In fact, research shows that it only takes seconds for us to form an opinion about someone. This is scary stuff. It is also a proven fact that the words we speak are not as important as our non-verbal communication. This is even more scary. Basically, before we even get the first words out of our mouth, we have been accepted or rejected to some degree.

 

This article provides insight into making better first impressions. However, it is focused on the verbal side of the equation. It is equally important to consider the non-verbal cues, such as our body language, dress, grooming, facial expressions, etc. I trust that you find this information helpful as you seek to promote yourself and your organization.

We are often asked what we do for a living. You know the drill: “So, Phil, what exactly do you do?” “Tell me, John, what business are you in?” Unfortunately, our responses are equally as inspiring. “I’m an engineer, how about you?” “I work with my dad.” 

I was recently challenged to create a 30-second commercial for myself. I quickly discovered that this is not as easy as it seems. However, the benefits are worth the hassle. Before I continue, I want to point out that a 30-second commercial is not the same thing as an elevator speech. An elevator speech is a canned speach that is to be memorized and recited if you end up in an elevator with an investor who has deep enough pockets to turn your dreams into reality.

 

A 30-second commercial is a brief description of what you do to help others and who you seek to help. It is best followed up by a question to keep the converstion going and to uncover opportunities. This approach is much better than a dull statement of fact, such as, “I’m a banker.” It is much more interesting and potentially leads the conversation into some exciting areas.

 

A good 30-second commercial also has an emotional appeal to it. It is not purely informational. It is meant to create a reaction in the other person. Let me give you an example. My sales trainer, Gerry Weinberg, has a powerful 30-second commercial:

 

“Good morning/afternoon, my name is Gerry Weinberg. I help Presidents of companies who are disappointed with the lack of profitable results from their sales people, concerned about all of the “unpaid consulting” they do, and frustrated by their people selling on the basis of price.”

 

He then follows this up with one of several questions, depending on who he’s meeting. Here are three of his questions:

• “Which of these issues, if any, should we be discussing?”
• “Who do you know, that you care about, that you could introduce us to?”
• “What associations do you belong to that could benefit from having us as a speaker?”

The key to the 30-second commercial is to mention typical reasons for doing business, or surface pain indicators. The emotional aspect of these pain indicators is more effective at creating a connection than a list of features and benefits. The goal of the 30-second commercial is to help the other person “get” what you do. Once they do, you may find that they are either a prospective client themselves or that they know of someone who is.

A 30-second commercial will take some work to develop. But, as I mentioned previously, it is well worth it. Now let’s get to work!

P

What’s up with the new Starbuck’s logo?

Logos are powerful tools when used with strategic intent.

Anyone who’s been to Starbuck’s recently has seen the new Starbuck’s logo. Of course, it isn’t new at all. It’s a retro logo based on the original logo of a twin-tailed, bare-chested mermaid inside a brown medallion. This new retro logo reflects the politically correct world that we live in today, compared to the free-love culture of 1971 (the year Starbuck’s was founded). It has the look and feel of the original logo without the full frontal nudity. The new retro logo is being used on all cups for 8 weeks and will continue as the logo for the company’s new coffee, Pike Place Roast. This new blend is named after Seattle’s Pike Place Market, the home of the original Starbuck’s store.

Starbuck’ s chairman, president, and CEO, Howard Schultz, is spear-heading an all-out effort to remake the company, which is suffering from a decline in brand image. With nearly 16,000 stores in 44 countries and more than 170,000 partners (employees), this will be no easy task. The Starbuck’s brand has been diluted over the years as product offerings have expanded, quality standards have not been maintained, and Starbuck’s began showing up in strange places, such as on grocery store shelves and in food courts. Starbuck’s was once about the experience, not just the coffee. Now, it is just another brand of coffee to many people.

The use of a temporary logo change as a communication vehicle is most interesting, especially when the displaced logo is the iconic green Starbuck’s logo that has is now visible on just about every street corner on the planet. This example clearly shows that a logo represents the entire brand experience.

The use of the retro logo, in association with a new product, is a brilliant way to send a message to all constituent groups. The message is this: Starbuck’s is getting back to basics; going back to its roots. According to Mr. Schultz, “We are returning to the very best elements of our heritage and bringing back the simple romance and excitement of coffee.” In fact, the new brew will be freshly roasted, hand-scooped, freshly ground, and brewed with shorter hold times. Pikes Place Roast will be brewed in smaller batches and held for no more than 30 minutes. 

You may recall that all Starbuck’s stores were actually closed for 3 hours in February to retrain the baristas in the basics. Mr. Schultz said that the closing was a part of his refocusing on the coffee customer experience. The brand image problem of Starbuck’s is a serious problem for Mr. Schultz and he is pulling out all of the stops to resurrect the brand value of the Starbuck’s name. Time will tell if he will be successful. In the meantime, I will be enjoying the new retro logo- and a cup of Pikes Place Roast.

P

Cutting your Marketing Budget? Read This!

During tough economic times, marketing budgets are often reduced,  slashed, or eliminated. In fact, some business owners claim that that they just can’t afford to do any marketing in 2008. Really?

 

I think these folks are a bit confused. Marketing is much more than advertising and promotions. It encompasses all efforts to meet the needs of customers. It is the process of discovering a customer’s need and providing a solution. The only way to really stop marketing is to close the doors.

 

As long as we’re marketing, we may as well do it right, which is not to say that marketing has to be expensive. For example, ensuring that all team members adhere to company dress and grooming standards is marketing. How much does this cost? Nothing.

 

Now, I realize that adherence to a dress code isn’t going to drive sales. However, consistency in all areas of corporate image promotes your brand image and enhance customer recognition. Small things matter.   

 

The marketing function includes the sales function. Sales management is an often neglected area, even during an economic downturn. Even small changes in sales processes, target markets, or sales incentives have the potential to dramatically impact sales results.

 

My point is that marketing should not ignored or reduced in its importance just because the budget for expenditures is tight. There is still much marketing to be done. And it needs to be done right.

 

P