Having just attended 4 networking events in 3 days I’ve come to a couple of conclusions: not everyone carries business cards – or has JUST given the last card away; does not have a digital alternative like a QR to connect virtually; some people think you can understand what they’re saying when their mouth is full of food, and almost no one knows the difference between ‘features’ and ‘benefits’ when comes to describing their expertise. If I hear one more person say how great their service/product/widget is and how I can’t do without it BEFORE asking me if I even need or want it . . . .

Do yourself and your potential customers a favour – put some thought into creating a succinct introduction then practice it. I know, I know – you’re not sure where to start. Well read on! The following points and techniques should help you with that pesky Infomercial!

The elevator speech or infomercial is that tightly scripted, twenty-second introduction that should pack as much information about a person as possible in an engaging, persuasive, and interesting way, right? Hmmm . . . . not quite right.

First Floor
Okay, we all need to be prepared with a short introduction about ourselves so we don’t forget what language we actually speak in when a client asks a simple question like, “Tell me what you do.” The trouble with the typical infomercial is that it’s focused on the speaker, not the listener.
And that’s the essence of the problem.

Even the “best” elevator speech can be a non-stop trip to the basement for a business owner hoping to shine in a personal marketing moment. That short ‘spiel’ can sabotage that all-important first impression, leaving clients sadly shaking their heads and well . . . just leaving.

Second Floor
Going Up? The standard elevator speech often begins with a “hook” to pique the interest of the listener.

Or Down? Once the interest is piqued and someone asks to hear more, the speaker usually launches into a canned commercial. They then proceed to describe services and benefits, and suggest a “call to action” regardless of what the client wants or needs.

You Don’t Say , , ,
Most potential clients don’t really care about your business. (Ouch!) They care about their own problems. (Makes sense!) Direct the conversation to a genuine discussion of the client’s needs and zip your lip. Resist the urge to add to the story or interject an interesting fact. Use the time to listen, observe, and comment only as needed. The more you can learn about clients’ issues, the easier it will be to help them.

Questions are the Answer
If you’re successful in turning your introduction into a dialogue, and your potential client has shared with you the issues they face, questions will be your best tool for gaining immediate credibility. You should keep the conversation flowing by asking fact-finding and clarifying questions. Now’s the time to let the client know how you’ve faced, and overcome, similar challenges.

Make Your Infomercial Work
Here are a few tips on how to develop and deliver an infomercial that will help move any conversation in a forward direction.
If your introduction attempts to be too witty or clever, it’s likely to annoy the people you are attempting to connect with. You’ll appear amateurish and definitely not professional.

Stay away from “too cute” statements. One entrepreneur that I know, begins every introduction with “I’ve got the scoop on poop!” (guess what business he’s in!) and a sales clerk in women’s fashion states, “I’m dressing women for good.” (??) Such statements are likely to induce that ‘rolled eyes’ syndrome from anyone listening.
Rely on a hook to pique interest, but give ’em the goods when asked! Be prepared to follow up with brief, additional details.

Keep your response between 20 to 30 seconds. Don’t feel compelled to put that information in the initial introduction. Wait until you’re asked. In short, keep your infomercial simple, direct, and factual.

Now Go Get Connected!

An award-winning Leader, Entrepreneur and Business Development Consultant, Cathy teaches entrepreneurs how to increase their influence; build their business and stay sane while doing it. She helps you to let go of limiting beliefs to “Stand Up, Stand Out & Step Forward” for business success. Named one of the Top Ten Mentors by StartUp Canada, Cathy is recognized across the country for her expertise on “All Things Small Biz”. She is the Founder of the Connected Woman community, author of numerous books and articles, host of the podcast When Women Talk, and is a networking maven. (whew!)

For information on upcoming workshops, business coaching or to engage Cathy as a Keynote speaker at your next event, visit www.cathykuzel.com

Copyright Cathy Kuzel 2025

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