Make Your Mark in 60 Seconds


By Ellen Dunnigan


If you are like most business professionals you have attended a networking meeting where you are asked to describe your business, how it works and what you can do for a potential client in 60 seconds or less. As I attend these meetings, I see many competent professionals stumble because they try to say too much. Wrapped up in describing what they do, they lose sight of the real goal – leaving a memorable impression! So ask yourself, what can you say in 60 seconds to get noticed and be remembered?

• Their pain is your gain! Metaphorically speaking, pain is the ideal way to connect to a potential client. I am not recommending that you kick someone in the kneecaps; it might get their attention, but not their business. The pain on which you should focus is the pain your product or service resolves. Use your 60 seconds wisely, filling the time with memorable and emotional words as well as expressions and body language to help the listener feel the pain, and understand your solution.

• Identify your target customers. You may be speaking with someone who doesn’t need your services. In this case, clarity and the ability to visualize the pain and your solution are even more critical because the individual may be a link to your next client. He/she may know of a colleague or family member who could use your help. The clearer the description, the easier it will be for the listener to make the connection.

• Use your voice! Varying your voice not only makes more of an impact, it captivates the listener. Think back to the last time you heard someone talk about his business in a monotone fashion – did his product seem interesting enough to buy? Of course not – and you’ve already forgotten his name! Don’t let that happen to you! Stand with your feet firmly planted on the ground to sound more authoritative. Accentuate your pitch and tone to demonstrate confidence and excitement about your product/company. Sound out the emotion you are trying to illustrate.

• Practice Makes Perfect. Help yourself and your business revenues by practicing with friends and family to improve the impact of your delivery. Experiment with different words and tone, until it feels just right. Everyone can create his/her own Best 60-Second Commercial. Begin by focusing on your target customer, their pain, and your solution. Then practice, practice, practice and discover how to make time fly!

Ellen Dunnigan, is a nationally-recognized and proven coach with specialized training in voice, speech, and English improvement. She holds a master’s degree in Speech-Language Pathology and has been certified as clinically competent by the American Speech-Language Hearing Association. As founder and CEO of Accent On Business, Ms. Dunnigan helps individuals improve their personal and professional voice and speaking skills.


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