December 5, 2002

Selling Yourself in 30 Seconds

"If you're not fired with enthusiasm, you'll be fired with enthusiasm!" - Vince Lombardi

Every Tuesday morning, I deliver a 30-second sound bite about my public relations business to the same audience. Likewise, I listen to 25 members of this group present their businesses for 30 seconds every week.

I admit to being a bit cocky when I first started. After all, how hard could it be speak for 30 seconds when a good part of the public relations business is all about talking? Well, when I started comparing my sound bite to others, I realized that I could do much better.

Business Networking International, the world's largest networking group with 2,600 chapters worldwide (check out http://www.bni.com for more information about this terrific organization), claims that many people decide will decide whether to do business with you within the first 30 seconds of meeting.

As the pace of modern life accelerates, most people are so busy running their own lives that they just don't have the time to focus on yours regardless of how wonderful you are or how unique your products or services are.

To make listeners want to buy what you're selling, you should start thinking in sound bites. Your sound bite is the platform you will use to craft your public persona. Since it is the first impression you'll make, it is what will get you noticed and remembered. Every second you work on improving your sound bite is like putting money in the bank since people will consider paying you every time they hear it.

At BNI, I've learned that the best sound bites contain four common elements. First, they start with an identifier (the person's name and company). Second, they have a brief description of the company. Third, they emphasize what makes the company unique. Lastly, they close with a memory hook.

When you start writing your sound bite, don't worry about getting it right. Sit down and start brainstorming on paper. Quickly write down what makes you unusual and why people need your products or services. Use full sentences and don't worry about length.

When you're finished, circle all the descriptive words you've used and jot these words down on a separate piece of paper. Then, start ranking the descriptive words for their strength, color, and evocative nature. These are the words you'll want to use in your sound bite. Discard all those lower-ranked descriptive words that just aren't hard-hitting enough.

A well-crafted sound bite will not substitute cleverness for clarity. Make sure your message captures your essence in the most evocative way possible. Read the message out loud to test for awkward, non-conversational tone. Practice on others and get their input.

Keep practicing your sound bite until you feel confident and comfortable delivering it. Others will sense whether you believe what you're saying and will base their decisions on whether to do business with you accordingly.

Time how long your sound bite runs. Remember this sound bite is often called an elevator speech because it should be delivered in the 30 seconds it takes to go from the lobby to the fifth floor of most buildings. If you need a 100-story building to tell your story, it's time to take your sound bite to the chopping block or limit your business opportunities to the upper floors of the Empire State Building.

Don't worry about memorizing your sound bite. I find that picturing key words is a great guide. I also practice in front of a mirror and in the car. Some people find that videotaping or recording the sound bite helps them remember and feel more comfortable. Regardless of how you practice, you should concentrate on sounding conversational and sincere while maintaining eye contact and a warm smile.

Many folks find that a clever statement designed to lock you into your listener's memory as the best way to close a sound bite. If you can think of one that sounds natural and summarizes what makes you unique, use it. For instance, I'll oftentimes close my sound bite saying, "If you want to 'galvanize' your public relations, call Patrick at Galvin Communications."

You'll find that the time you invest in creating an authoritative sound bite will cause people to sit up and take notice. You can also use it as the backbone of other marketing efforts such as your brochures and web site.

Lastly, once you're comfortable with your sound bite, practice adapting it to respond to news items or events that will make your sound bite even more relevant

Best wishes,
Patrick Galvin