30 Seconds

Businesses live and die in 30 seconds. It’s not a lot of time. True, given certain circumstances, it can seem like forever. But in reality, when you have to make a point, 30 seconds is never long enough.

And for good reason.

I’ve written about the importance of concise, targeted statements, keeping your core message to no more than five to seven words. Talk about a challenge.

But if people can’t get it in that short a period of time, then you’re message is off.

So, about those 30 seconds. That about as much time, if you’re lucky, someone will give to you to hear what you have to say. Make the 30 seconds count. Ask yourself: what is the most important thing my ideal customer has to know about my product? Get the core statement down to less than seven words. Use the rest of your time to set it up in a meaningful way (not some of the idiocy and obscurity you see in most television commercials).

Story – punchline.

If you still have their attention, go for the next most important thing. And keep it going. At the very end, tie it up in a nice little bow.

It all starts with seven words and 30 seconds.

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