Page 150 - ConvinceThemFlip

convince them in 90 seconds or less
EXERCISE
Your Ten-Second Commercial
Create a brief statement that summarizes what you do,
who you do it for, and how it makes their lives easier,
better, more fun. Include the benefits you offer clients.
What do you understand? What do you deliver? What
do your customers imagine you understand and deliver?
If you run a glamorous restaurant, from your point of
view you understand food, service, and decor. But your
customers might suppose you understand romance. Now
you’re talking to the imagination and the emotions.
Ask yourself: What difference do I make? List what’s
important to your customers. What do they want? What
do I do for them?
Your ten-second commercial has three parts:
1. What you do.
2. Who you do it for.
3. How it makes their lives better.
It’s called a ten-second commercial because you should
be able to deliver it in ten seconds. Keep it short and to
the point. Keep massaging it until you’re sure everyone
you offer it to will say, “I’d like to hear more.”
the mirror before it’s over. Andrew wanted a clear and
meaningful explanation of what he really does, how he
142