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The 30 Second Infomercial


Infomercials, elevator pitches, commercials, whatever you call them, you gotta have one, a little show, ready at all times. You never know when you're going to be called onto the stage.

My Credentials
Before I begin to spout out about infomercials, (and there will be spouting out), let's briefly, review my credentials on this subject. I've watched more than my share of TV commercials, I've been in them, both on TV and in the cinema, and I've studied Cannes Award Winning Commercials. OK, so maybe studying is exaggerating a bit; I ate cheesecake while watching them at a neat little joint called "The Groaning Board" in Canada . So, if you're content with my qualifications, let's proceed.

Many clients complain to me, "Tsufit, I can't possibly tell them what I do in just 30 seconds".

Let me tell you, if you can't boil it down to 30 seconds, or better yet, to one sentence, you don't know the essence of what you're selling. If you can't say it in 30 seconds, you won't be able to say it in 30 minutes either.

OK, now let's map out that 30 seconds.

1. Open with a dynamic attention grabbing statement. It can be provocative or part of a story. Remember, start in the middle.
2. Present the problem that your product or service addresses.
3. Tell us how your product or service solves it, or just make the claim and let them come ask you more.
4. Do either step 2 or 3 above (or both) in the form of a story.
5. Tell us your name and/or company name, for the first time, 2/3rds of the way through the infomercial.
6. Give us one more enticing sentence related to what you said earlier.
7. Repeat your name and then end on an interesting tag line.

Don't ramble. Don't read. Don't give us a shopping list of your benefits. Just entertain us and reel us in.

Here's an example of one of my informercils which has brought me many clients:

North America 's Public Speaking Coach

"I have just been named North America 's Public Speaking Coach. [Stage Direction: Bow, so audience applauds.] It's a very great honor.

Admittedly, the panel of judges was a little teeny weeny bit small, just me and my mom.

Nah, who am I kiddin'? She doesn't think I'm that good. Pretty much just me. But it's still a great honor.

I'm Tsufit of Follow That Dream! I coach entrepreneurs and keynote speakers to be spectacular every time they open their mouths in public.

Tsufit, for when you're ready to get noticed!"

Where the idea came from: I got the idea when I was at a networking meeting of consultants and some guy claimed he was Canada 's Sales Coach. I wondered if that was an official designation, whether some magazine had named him that or if he had just decided to anoint himself. I thought it was pretty funny, so I decided to spoof it. And it worked!

Variations: In Canada , I say that I've been named " Canada 's Public Speaking Coach". Less words is always better. Depending on the audience and what I think interests them most, I sometimes say that I have just been named North America 's Comedy Coach.

Why It Works:
Grabs their attention: The award thing, any distinction, always attracts attention.

Gets them to participate: applause. If they don't spontaneously applaud (usually they do), I make hand gestures inviting them to applaud.

Humor: They laugh when they realize it's not true. (This is a risky move. Some of them believe me initially and they may not be so forgiving when they find out I was just reeling them in.)

Tagline: at end. The audience members say to themselves, "Well, she's right. I did notice her."

Show and Tell: In this infomercial, I demonstrated to them that I am able to do for myself, what I claim to be able to do for them. It's like show and tell.

Most entrepreneurs only tell. I saw a speaker get up and do a networking infomercial where she told people that she is a humorous speaker and gives very entertaining keynote speeches. But her infomercial was very conservative and boring. She told, but didn't show.

I later had the opportunity to see her give a keynote speech and she wasn't exaggerating, she was hilarious. But her infomercial, gave us the opposite impression. What a shame.

So, Tip #8, "Remember, It's A Show!"

Next time, in Tip #9, we'll talk about how to make it a memorable show!

Here's what New York publicist Rick Frishman says about my upcoming book:

"Tsufit's book is phenomenal! Step Into the Spotlight! takes business out from behind the desk and onto the stage. That's where the money is. I give this book a standing ovation!"
Rick Frishman, Co-Author, Ten Clowns Do Not Make A Circus


Tsufit is a coach specializing in helping entrepreneurs and keynote speakers and authors captivate their audiences. To receive all the articles in this series, enter your name at More information on Tsufit at

c. Tsufit 2006



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