The Harney County Business Roundtable provides an interactive way for business owners in this area to network, learn and grow a successful business.

For more details contact:

Mark Maliwauki, Business Development Coordinator
76 E. Washington
Burns, OR 97720
Voice: (541) 573-1638
Fax: (541) 573-2341
Email: econdev@harneycounty.org

Your 30 Second Commercial
In discussion with business owners and managers who have not attended the Harney County Business Roundtable they have said that they are intimidated of the thirty-second commercial segment. It reminded me of my school days when I was afraid of the teacher calling on me. Looking back on my fear I found it was my lack of information that scared me, not my ability to talk. I was afraid of looking stupid. As a business owner and manager, I find I know my topic but that I still have to prepare before I speak either to an individual or a group. This is especially true of the thirty-second commercial in which I want to cram enough creative information to intrigue you about my product or service so you will want more.

Want more? What does that mean? To have you in a state beyond wanting and even beyond needing my product or service is the real goal of my commercial. If you require it, I have a chance that you will take the next step. That next step may be stopping to talk with me after the meeting, coming into my store today, calling for an appointment, giving me a referral, or referring someone to my business. Give me a chance to make a sale.

Elements of an effective thirty-second commercial in front of a group like the Harney County Business Roundtable:

1. Get (grab) our attention. Do this with a question, visual, humor or whatever else works for you, your personality and business. (Assume they are as preoccupied as you were during their commercial).
2. Say the name of your business and product or service.
3. Toot your horn!
4. Identify what your business can do for us. Make sure you include what is unique about you and your business. Remember, we do NOT care what you do; we want to know how you will help us.
5. Repeat the name of your business and product or service.
6. Tell us where your product or service can be purchased.
7. Close by asking us to take an action. You want to be remembered.

If you are having a one-on-one conversation, insert a question and answer period between items 2 and 3 to formulate items 3 and 4 to meet the needs of your audience. Use open-ended questions to gather information to lead your prospect to that all important next step.

When you are asked, “what do you do”, the next 30 seconds may determine whether you get funding or make a sale. Prepare for this opportunity. Craft your message carefully. Write it down. Test it on a friend or associate. Practice, practice, practice. Have fun, it will show.

prepared by Tim Strahl

Business Roundtable Meeting Minutes 2007

• May 7, 2007 Topic