Page 154 - ConvinceThemFlip

convince them in 90 seconds or less
A ten-second commer-
cial should make others
say, “Tell me more.”
You can do the same, and make a ten-second com-
mercial for yourself or your company. Start by asking
yourself what your company or association understands
that others don’t. Minolta says it understands offices.
Marriott understands friendship, Interflora understands
romance. Figure out what you think you or your company
understand best, and then ask yourself and your custom-
ers what they think you
understand and deliver.
The difference between
the ten-second commercial
and the big idea is that
the ten-second commercial
doesn’t have the “Am I doing it now, or not?” component.
What it should have in its place is the irresistible obliga-
tion for the other person to ask, “How?” or “Tell me more.”
This is the test of a great ten-second commercial.
Just as a good idea needs a big-idea statement to give
focus, direction, and personality to a company or orga-
nization, a ten-second commercial allows you to take
the business a stage further—to the people—in a quick,
effective, and stimulating way. From a getting-your-idea-
to-market point of view, first comes the good idea, then
the big idea, and finally the ten-second commercial.
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