Your Business Intromercial

In last week’s blog, I talked about the Elevator Pitch.  This time, it’s all about what I call the ‘intromercial’.  This is different from the Elevator Pitch as it’s a mini-presentation rather than a conversation, so you need to prepare something different.

Your Intromercialintromercial

At business networking events, you will often have an opportunity to present yourself and your business to the rest of the room or table. The amount of time you have will vary from 30 seconds to about 2 minutes, but 60 seconds is the most common time frame.

This is a golden opportunity as you have a captive audience who will not interrupt. The only problem is that everyone in the room will also be giving their elevator pitch so unless you stand out, your pitch can easily fade into oblivion. The more people in the room, the more you have to stand out.

Imagine listening to 30 or 40 pitches one after the other. How long will your interest hold and how long will you actually listen – or will you pretend to listen while you eat your breakfast?! If you don’t want to be just another pitch, you need to get creative about your own pitch.

There is good news here. The vast majority of pitches are absolutely awful and standing out from them is not difficult!

The majority of networkers give a boring rundown of their products or services and end up sounding just like a talking brochure.

Let’s go back to the example of an accountant.

Disclaimer: The names are completely fictitious and apologies to anyone who actually does have the names used!

Pitch 1

“Good morning, it’s nice to be here on this lovely morning. I’m Joe Smith, Managing Director of Accountants R Us based in City Business Park. Accountants R Us have been in business for 15 years and we are tax specialists helping people with their tax planning and annual tax returns. We also help people with their book-keeping, accounts and their end of year accounts. I also give people advice on other matters such as inheritance tax planning and payroll. If you want tax specialists, I’m Joe Smith of Accountants R Us. Call me on 01234 567890 Thank you”

This pitch is about 45 seconds long – wasting 15 seconds that could have been filled.

It starts off with an attempt to be friendly but this wears thin when everyone else is doing the same and is un-necessary – a smile and the tone of your voice is enough.

Looking at the content, to be frank, no-one really cares about your title, where you’re based or how long you’ve been in business. They also don’t really care about all the services you offer – they only care about what you could do for them. This pitch is uninteresting and really tells no more information than ‘I’m Joe Smith and I’m an Accountant’.

Lastly, there is absolutely no point in giving out your telephone number – no-one will ever remember it and that’s what your business card is for.

Pitch 2

“Good Morning. Joe Smith, Accountants R Us. I want to prevent you from un-necessarily giving your money away to the government. So many business people pay far too much tax and it’s my mission to stop this from happening. So I work with business owners to set things up so that you keep as much of your hard-earned cash as you can.

As a different type of accountant, I don’t just rubber stamp you’re own figures but I work as a business adviser to really help you to set things up in the most tax-efficient manner possible. Just last week I was able to claim a tax refund for one client of over £3,000. How would you like a refund?

As well as tax matters, we offer a range of services aimed at saving you time and money. I’m Joe Smith, Accountants R Us and if you would like to know more, please take a card or even better come and have a chat with me after breakfast.”

This pitch, if delivered with pauses for effect is just under a minute (you must be sure not to go over as you may get heckled and people will lose your message) so you’re able to use the full time available to you.

It doesn’t waste time with irrelevant information but gets straight into the benefits for clients. Unlike the version used in the chatting, informal elevator pitch, this is a mini-presentation so it’s more dynamic to use ‘you’ instead of ‘they’ – ‘I want to prevent you from giving your money away’. This draws the audience in as it appears you are speaking directly to each and every one of them. This approach would be too direct and intimidating for a casual one on one conversation though.

It’s always good to put a client case study in so it becomes more real and your audience can relate this to themselves.

Finally, this pitch briefly introduces the other services and invites people to take action by taking a card or chatting after breakfast.

Use this approach when preparing for Speed Networking, so that you stand out from all the other speed networkers.

It’s important to vary the pitch from week to week as the audience will get bored if they hear the same thing over and over. You can vary the detail of how you provide the services, choosing instead to give more detail around case studies. You can take a different service each week and go into more detail.

The important thing is to plan what you’re going to say, rather than just winging it at the event. Focus on the benefits and ensure you are using all the time available without going over. The only way of doing this is to rehearse and time yourself.

Take time now to write your elevator pitch and your intromercial – you won’t write the perfect pitches straight off, it usually takes tweaking to get it right and find a pitch that you’re comfortable with that works.

Share what you’ve put together in the Challenge Facebook Group.

I look forward to seeing what you put together.

Next week, we will look at the welcome video on your website.

Wishing you every success with your speaking.



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