30 second commercial - Che Brown style

I did a conference call with the team last week about Che Brown's script for the 30 second commercial, elevator speech, audio business card...whatever you want to call it. It was pretty good and I think members found it helpful.

I've heard Che's schpeel (is that really a word?) several times now but the one thing I keep coming back to is that his approach sounds very natural in conversation. And that's what I like about it. It's not earth shatteringly new or anything, just something systematic that makes it easy to remember and not sound "scripty" even though it's a script.

So, in an effort to keep it at the forefront of my mind as I continuously tweak what I say to potential Noah's Ark Workshop party hosts or recruits, I thought I'd type out the basics of his script here - and hopefully it'll be helpful to you as well! :-)

An elevator speech is the response you would give to someone who asks "So, what do you do?" and you have limited time to respond to them but want to invite more conversation. It's actually shorter than 30 seconds most of the time. It has to be. Try talking for 30 seconds straight and see how long it is! :-)

So here's Che's Script outline:
1. Do you know how ...
2. What I do is ...
3. Do you know anyone who ...

That's all you really have to remember to trigger your response. Then you fill in the ... spots:

1. Do you know how ... state a problem in the life of your "audience" that you can solve with your business.

2. What I do is ... state how you solve that particular problem without going into too much detail. This sometimes invites a response of "wow..how do you do that?" where you then can go further but if not you follow up with a question of...

3. Do you know anyone who .... summarize the perfect lead in this business.

So here's an example using something not NA related at all:

Joe: So, Tony, what do you do?
Tony: Well, do you know how parents of teens are always looking for a safe place for their kids to hang out together without worrying about alcohol, smoking and other dangerous stuff being involved?
Joe: Oh yeah!
Tony: See? So what I do is, open up local teen focused pizza parlors with all the things teens love that doesn't have all the things parents worry about. Do you know any parents of teens who might appreciate something like that?
Joe: Definitely, let me write down 200 names and phone numbers for you right now!

Tee hee - ok, well maybe not. But you get the idea.

So what types of "problems" does our NA business solve? Dragging the kids out of the house for a birthday party. Spending a ton of money on plastic junk to give at the end of the party. Saving child learning centers money by coming to them, etc. Think strategic - what do YOU love best about our business and how it helps people?

I gave my team homework to actually write out their commercial and record it on an audio line so they could hear themselves, invite some constructive feedback and then work on tweaking it to make it sound more natural. Let me know if you want the phone number to call in yours.