A 30-second commercial is designed to touch on the issues, gaps, and challenges you suspect the person you’re speaking with may be experiencing. In other words, it taps into the pain component of the conversation.
When you build your commercial, think about using pain indicators and emotional words—like frustrated, uncertain, disappointed, worried. Remember: people buy emotionally and justify their decision intellectually.
Here’s the simple framework for a 30-second commercial:
- Where to Use It
- Networking events or trade shows (someone sees your name tag and asks, “So, tell me a little about yourself”).
- Prospecting calls (for example: “Let me quickly tell you why I’m reaching out, and then we can see if it makes sense to have a conversation”).
- Outreach emails.
- Referral asks.
That’s why we train this so heavily—it’s one of the core skills because it’s so versatile.
- How to Structure It
- Introduction: “My name is [Name], and I’m with [Company].”
- Framing Statement: A simple, jargon-free explanation of what your business does—think explain it to me like I’m in 5th grade.
- Who You Help: “Typically, we work with [insert decision-maker/title] who are…”
- Pain Indicators: Highlight the problems or challenges they may be facing.
- Hook Question: Wrap up with a pendulum-style question, like:
- “Not sure if any of these are happening in your world…”
- “Curious if any of this is relevant to you…”
- “Do any of these sound familiar?”
That’s the foundation of a strong 30-second commercial.
Reach out to our Sandler NYC team if you want to find out more about giving an effect 30-second commercial.
