Planning Your 60 Seconds
A lot of things can happen in 60 seconds: 250 babies are born around the world, 1.8 million ‘likes’ are made on Facebook and Americans eat 21,000 slices of pizza. But what can you do in 60 seconds?
Let’s break this down to four parts;
- Step 1: The Opening (10 seconds) – Every famous speech needs a powerful opening to capture the audience’s attention and your pitch needs this too. It could be a quote, a statistic, or a question that grabs attention and gets the group involved. These openings need to be unique – you do not want to use the same line over and over and over …
- Step 2: Your Introduction (15 seconds) – Now it’s time to introduce yourself. In doing this you need to highlight what makes you special, unique, different. An example could be: I am a mortgage broker, but I’m not the same as all other mortgage brokers so I need to make sure this is conveyed in my introduction. Instead “Hello, my name is XX and I am your local mortgage broker based just up the road in Lymm. My business is called XXX and while we are not the biggest mortgage brokering company, we have the reputation as being one of the best and it’s that reputation that help us when working with the banks to get the very best for our clients.”
- Step 3: The Message (25 seconds) – By now 25 seconds have gone and you should have captured the groups attention and introduced yourself. Now is the time to tell them the main message and you have 25-seconds to do this. You should be targeting your message with the intention of getting your dream referral, so when you are presenting you need to be mindful that members may have heard the message before and you want to keep their interest. Of course there are many ways to relay the same message and you need to come up with a variety that you can use. Today it may be a story of someone’s experience or how you fixed someone’s problem, and then next week it may be that you explain something technical about your product or service. In these 25 seconds, you need to try and get your message across to your group in a manner that allows them to understand what you can do and therefore enables them to identify prospects and then get referrals for you. Make it easy for people in your group.
- Step 4: The Conclusion (10 seconds) – At the end of your 60 seconds, you must clearly communicate what it is you want from the group. This is where you need to be as specific as you can. Whatever it is you want …money for the company, potential partnerships, or something else – your audience must be made fully aware. Always thank people for listening and sign off with a memory hook – something like “thank you for lending me your ears, and as your local chartered financial planner I would like to help people that you know that would benefit from sound financial guidance.
- Treat your 60-seconds seriously
- Put some effort & imagination into it
- Practice beforehand
Thank you to Rob Higgins for this week’s Ed Slot