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Tips and tricks for business success and growth

By Rama Beerfas

May 1, 2013 (San Diego’s East County) – One of the workshops I am asked to present most often is "Developing Your 30-Second Commercial." Anyone who has ever attended a networking event knows that a concise, effective 30-second commercial (AKA elevator pitch) is critical. The hard part is putting one together that is concise, effective and doesn't sound like a scripted speech.

Here are five tips to help you get started on yours:

1. Give people a basic understanding of what you do -  You don't need to tell them everything at this time. Give them an overview that will get the gist across without leaving them wondering when you're going to stop talking.

2. Give them a reason to want to continue the conversation with you. This is your ultimate goal - a conversation. Just spewing your information out to a disinterested audience will not grow your business.

3. Features vs. Benefits - The WIIFM (What's in it for me.) Factor. Unless they're looking for a job, they don't really care if you are the best/fastest/newest/trendiest/etc.... You pull people in by telling them what you can do for them, not how you'll do it.

4. Remember your name and your company name! It's amazing to me how many people forget to mention this. Don't be one of them.

5. Remember the ask! If you don't tell them who you help, you might as well not bother telling them anything. And, remember, "everyone" is never your target audience - but that's a story for another day.

Just like your elevator pitch should be, I'm leaving you here - short, sweet and to the point.

Rama Beerfas is Chief Solutions Specialist for San Diego-based Lev Promotions, offering business gifts  marketing consulting, promotional products and more. Rama also offers seminars and training in marketing and customer service related topics. She can be reached at (619) 697-2045 or at or visit Column requests and comments are welcome.

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