How to Make a Good Impression in 30 Seconds


For many people, the Super Bowl is as much about the commercials as it is the game. For the people making those commercials, the game means even less. They have 30 seconds to make an impact, and it’s the most expensive 30 seconds their business has ever seen. It’s no surprise that these companies save their big ideas for Super Bowl Sunday.

While most of us will never have to make a $3.5 million ad, we still get opportunities to make a good impression. These windows of opportunity can come and go as fast as TV commercials, and while money isn’t always on the line, our reputation is. This could be something as big as a job interview (think of every question you’re asked as a chance to prove yourself), or as small as running into someone at the grocery store. As a leader or team member, times like these are when you show that you’re valuable, and worth listening to. We only get one first impression, but all the impressions after that still matter too!

It’s important to make the most of these moments, and it’s time like these that we can learn from ads. For both, the same rules apply:
Capture your audience’s attention — The first thing you have to do is make yourself known, but make sure it’s in a positive way. You don’t have to do something radical to get someone’s attention– that does work, but it’s not recommended! The best commercials are bold, yet poignant, which is the best way to capture anyone’s attention.

Convey a clear message — The most radical commercials may be the ones we remember, but that doesn’t mean they’ve made their point. If you’re not making a strong, clear statement, then your audience feels like you’ve wasted their time. It’s important to be well-spoken, and before you make yourself heard, have a goal in mind.

Focus on differentiation — People get annoyed by repeated information. When your 30 second window is over, you want your audience to see that your perspective is unique and noteworthy.

Do your favorite commercials fit these criteria?

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