Page 151 - ConvinceThemFlip

know the nature of your business
Your ten-second
commercial should
immediately communi-
cate what you do and
its value to others.
makes a difference, who it is he helps, and how he makes
the world go around—and he needed for it to take up
as little of his ninety-second first-impression time as
possible.
This is exactly what a ten-
second commercial can do.
It can be used to make con-
nections at a cocktail party,
a trade show, a business
lunch, or in an elevator. A
ten-second commercial tells
the other party what you can
offer. It is not a sales pitch; it’s an engaging, artfully crafted
mini-presentation, with a hook and a point, but without any
pressure to buy.
I asked Andrew and his colleagues, “What does this
company understand?” The replies were fast and furi-
ous. “How about European roads for starters?” said one.
“Hotels and restaurants along the way?” piped the woman
on his left. “Flexibility?” offered another. “Freedom,” said
Andrew, “the freedom of the open road, taking your time.”
We were on a roll. Reliability, weather, customs, and bor-
der crossings came next.
“Wait!” I interrupted, pointing at the words and phrases
up on the white board. “Now, there’s a thought: flexibility
and freedom . . . twenty-four hours a day. How about a
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