Your 60-second commercial consists of your positioning statement and something that differentiates you from the competition. We call it an elevator pitch because it should be brief enough to say as you travel between floors in an elevator. It’s commonly called a 60-second commercial because that’s about the right length of time for your statement.

Your 60-second commercial consists of information that makes you memorable. It should make people want to know more, and is often the start of a longer conversation. You don’t have to memorize it word for word. You don’t want to blurt it out all at once in a typical conversation. Instead, break it up and blend it into conversation where needed. It should be simple, memorable and repeatable.

Borrow a secret from successful salespeople: Spend more time asking educated questions about the other person than you do talking. A buyer is more receptive if they know you understand their needs.

Positioning Statement

Your positioning statement formula looks something like this:

“I’m [your name] and Im with [your organization’s name]. I provide [list the services you provide] so that [the benefit to your client or results you provide]. A good client for me is [your ideal client].”

Rewrite this statement with your information.

What differentiates you?

When you look for something that makes you a better choice than your competitors, think of a key service or product that your competitors don’t offer. Think of something that will make your potential clients’s life so wonderful that they have to know more. Some people use this portion of the 60-second commercial to share product knowledge that helps position them as an expert.

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Fill in the components of your 60-second commercial below:

• Your name_____________
• Your organization’s name__________
• Services you provide___________
• Benefits to your client? What results do you provide? What do you love about what you do? ______________
• List all the things that differentiate you – skills or talents that others don’t have.___________
• How can you make your client’s life better? Your customer is tuned in to WIIFM (what’s in it for me?).____________
• What product or service knowledge can you share with your contact? What do you love about what you do?___________

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Job searchers can create a similar 60-second commercial:

• Your name and industry you work in________
• The type of role you are interested in________
• Length of Time of your experience_______
• What you love about your field________
• Benefit to employers you’ve worked with____________
• The ideal employment situation____________
• Skills or talents that differentiate you____________
• How can you make your potential employer’s life better? Your buyer is tuned in to WIIFM (what’s in it for me?).____________
• What industry knowledge can you share with your contact? If interviewing, consider adding why you’d like to work for that company (do your research first.)___________

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Put your positioning statement and what sets you apart from your competitors all together. Don’t mention your competitors, just the positives about you. Use it every chance you get. Study the reactions to your 60-second commercial. It should make people want to know more by inspiring them to ask questions. If they look confused after listening to your 60-second commercial, you should consider refining it. Look for every opportunity to use it. Practice will make it seem much more natural.