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Developing your Verbal Logo
By Gary Lockwood
The next 30 seconds may determine whether you get your funding,
make the sale or establish your point-of-view!
In this faced-paced, mile-a-minute world, you often have only a
few seconds to get your message across. Most modern television
and radio commercials are no more than 30 seconds. Where could
you use an effective 30 second commercial message about your
business? These mini-messages are ideal for investor meetings,
networking meetings, trade shows, interviews, sales calls or any
situation where you need to quickly promote your business.
How do you develop these messages effectively? Think in terms
of "sound bites". Prepare your brief message just like a speech,
with an opener, the content and the closing. Let's examine each
of these in more detail.
The purpose of your opening is to grab attention. You must
assume that your audience is generally as busy and preoccupied
as you are. So you need to first get their attention with a
question, "grabber'" words, humor or an interesting visual.
Using a question as an opener causes the listener to stop and
think. "Do you want to change the world?" "How many new pros-
pects do you want today?" "When do you want to feel good again?"
Once you have their attention, your message can help them answer
Grabber words are designed to startle, shock or at least cause
your listener to want to listen to what's coming next. The first
sentence of this article is an example.
A funny comment or an eye-catching visual are always effective
ways to get the attention of your listeners in a hurry.
Obviously, any of these openings must be relevant to your
message, or they will confuse your listeners.
Once you have their attention, relate your main message. Since
you usually have only three or four sentences, you need to craft
this message carefully. The most effective message is the one
that states what your business can do for the listener. In other
words, talk about the benefits to be received by using your
product or service. Don't say "I'm a dentist". Say " I improve
the health and well-being of my clients. Healthy teeth help you
look good and feel good".
The bottom line is that your listeners don't care what you do.
They care about what you can do for them. Talk in terms of
results, feelings, benefits, outcomes, ideas. Imagine your
listener with a sign on their forehead that reads "So What?
What's in it for me?" Remember, you only have 30 seconds. There
will be time later to explain how you do these great things.
Here is where you ask for action. As a result of your 30 second
commercial, you want your listener to do something or think
"When can we meet?"
"Give me your business card".
"When you think of shoes, think of The Shoemaster".
Also appropriate is your catchy tag line. The closing may be
the only part of your message that your listener will remember.
What do you want them to remember?
So, there it is. Your miniature speech takes only 30 seconds.
And it has a beginning, a middle and an ending. What can you do
to make all this come out sounding and looking smooth, confident
and compelling? Prepare and practice. Prepare by writing out
your message, thinking through the key elements and deciding
exactly what you want your listener to be doing or thinking at
the end of your message.
Practice by saying your message aloud. Rehearse this brief
speech. Saying it aloud causes you to pay attention to the sound
and cadence. Practice in front of a mirror and you will see the
gestures and body language that make up such a large part of the
communication. Remember, it's not just what you say, it's how
you say what you say that makes the difference.
For your 30 second commercial to really be effective, you must
act like you mean it, sound like you mean it and look like you
mean it. How do others realize that you really mean what you
say? They notice your enthusiasm, your mannerisms, your tone of
voice, your posture.
Part of your preparation is to be consciously aware of your non-
verbal communication. If possible, video yourself giving your
message. Replay the tape several times. Once to listen and
observe the overall effect of your message. Watch it again
without sound. What are you telling the audience by your
posture, body language, facial expressions and your gestures? Do
you look and act like you really mean it?
Replay the tape again with your eyes closed. Listen for
distracting sounds such as "uh", "ah", "ya know" or sighs. All
these things subtract from the effectiveness of your main
In our MTV-world of excessive sights and sounds and
experiences, make your point and get your message across in a
well prepared, well rehearsed 30 second commercial. Think of it
as a brief speech.
Mix preparation with inspiration and you'll get a standing
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About the Author...
Gary Lockwood is Your Business Coach.
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