A strong 30-second commercial is not about your company, your credentials, or your services. It is about quickly showing someone that you understand their world.
The most effective commercials follow a simple structure:
- Start with who you are.
- Clearly state who you help.
- Share one to three problems those people commonly struggle with.
- End with a short question that invites a conversation.
That’s it.
Here is an example:
“I’m Bob Carbonella. I work with company presidents who are frustrated by shrinking margins and concerned their sales teams have become too comfortable. Out of curiosity, is that showing up for you at all?”
Notice what’s missing. No product pitch. No feature list. No company history.
Your commercial should sound like you understand their challenges, not like you’re trying to sell something. When you focus on who you help and the problems you solve, you separate yourself from competitors who lead with what they do.
And if they lean in or say yes, your next move is simple:
“Tell me more.”
That’s where real conversations, and real opportunities, begin.
If this is something you struggle with, we should have a conversation. Click here to schedule a stress-free call with me.
