This is the 3rd Article in the Pitch to Profits Series. We already asked you if you were Nailing Your Pitch; and we gave you the Guidelines to Writing a good Pitch. We also introduced the different types of pitches.
We have already discussed the Quote Commercial; today we will talk about the Story Commercial.
The Story Commercial is a great pitch; and when used properly, is very powerful. It is a commercial that acts as a personal testimonial of your services based on the experiences of your customers. Your job is to keep an ear out for your customer’s positive experiences with your offerings.
The Story Commercial comes with a big bonus! These testimonials can be added to your website and social media pages.
Like every commercial, this commercial will follow the guidelines identified in What are the Parts of a Good Pitch.
The STORY BODY is where you are going to tell the customer a story. This story will let your audience know how great your services are. Remember, the story body gives you an opportunity to do a live testimonial about your services. You start with the body first and then take some words from the body to create an amazing HOOK! Make sure that you narrow the story down to 3 sentences only.
The Story Hook is pretty easy to do once you have created the body of your story. You want to create a one-liner that piques the interest of your audience. The goal is to keep their interest so that they will listen for the answer.
A great way to hook your audience is to go to extremes! The hook of your story is the PUZZLE and you want your audience to use the body to figure out the puzzle. For example: If you were a rental agent whose target market was Russia; you may want to hook them with “Florida sand can keep your Vodka cold!” This type of HOOK makes your audience say “HUH? I need to know a little more!”
The STORY CLOSE is by far the easiest and yet the most important element of your Sticky 30 Second Commercial. You will provide your contact information, and a closing statement that solidifies your offering.
You should finalize with a Call to Action or Ask.
You should pick the Call-To-Action if your audience is filled with potential customers. You should pick the Ask if your audience is filled business networking and referral partners. Generally, the audience of business networking and referral partners meets on a regular basis and will refer business to you. The audience of customers may also refer business to you, but usually this audience consists of potential customers and prospects.
Sample Story Commercial
When we “walk on water” you get a bonus!
Well maybe we did not walk on water but we did perform a miracle!
A new client at her new job had 1 week to make the impossible happen for a big conference that she was suddenly thrown in to. Needless to say, she was panicked, stressed, and needed a miracle. We delivered a promotional strategy and products in less than seven days, walked on water to do it, and got our client a financial bonus to boot!
NOTE: THIS IS A CALL TO ACTION
My name is
Or
NOTE: THIS IS AN ASK
My name is
A single vendor is only one of hundreds of vendors that show up to conventions. Having unique promotion products that help them stand out from the crowd is critical to make an impact on potential customers. If you know of a sales manager that has a booth at tradeshows or conventions, I am interested in that referral.
I am
About the Author
Dawnna St Louis, Professional Speaker, Speaking Coach, and Author with a significant IT, Executive Project Management and Communications background. She is the creator of Five Audacious Acts of Successful Women, Speak Naked, and Superman Wears Tights.
She is the author of Pitch to Profits which is quickly becoming a staple among networking professionals and sales teams. Pitch to Profits is a guide that turns you into a pitching pro and transforms your audience of window shoppers, business card collectors, and browsers into buyers. Get your sneak peek here.
Her next book, YOLO is a parable about taking risks and finding success. YOLO will be launched in front of 500 women at the Women’s Success Summit on November 10th and 11th, 2011. See the book trailer and get the sneak peek here.
Hear Dawnna’s latest national radio interview here.
From: http://ping.fm/2oSpb
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