90 Second Commercial – Stand Out with Video


A few months ago, I meet with a very talented film digital engineer, Gary Brefini. Gary had agreed to film a 90 second commercial for me, which is part of my personal branding plan. Gary had developed an outline to prepare for the commercial.

I would like to share 7 tips to create a great commercial, it is necessary to be comfortable with being on camera, and this takes practice:

  1. Write a script – use the following outline as a guideline “60-second pitch” the ideas/concepts from Stuart Paap’s presentation to a local job seekers group:
    1. Basic format/content:
    2. Name
    3. Professional title
    4. Transition Phrase
    5. The “magic”
    6. “what I really do”
    7. “what my passion really is”
    8. Help or Assistance provided
    9. Target Group that you help
    10. Goal
    11. What is the ‘something” you help them do or accomplish
    12. How do you feel about it
    13. Name, title, contact info, salutation
  2. Become comfortable with video – Practice with your smartphone/laptop or tablet. It is amazing how once you press the record button, how psychologically changes the way you feel. The feeling is very different from just reading your script aloud.
  3. Practice, Practice, Practice – This script not be memorized, but come across naturally, like a conversation, not a speech.
  4. Voice and body language – Remember to vary your voice – voice exercises will help – and your body language, use open body language, sitting a little forward, be engaging.
  5. Use semi-professional equipment – when you feel ready to shot your commercial, have someone who is talented and knowledgeable with video and has semi-professional equipment – Gary did a wonderful job, and I was amazed at his knowledge and the equipment he used. Gary also recommends: “Good sound and lighting is critical. No “orange” skin tones. The semi-pro equipment and good imaging are important. Your face should be correctly lighted…Sound should not have background sounds of any kind such as room echo or people talking or phones ringing etc…”
  6. Link video to your LinkedIn – Use YouTube or Vimeo – People should be able to find your 60 – 90 commercial easily.
  7. Smile, Smile, Smile – This is the most important point – When you smile, your voice is warmer, and you will come across as a kind and pleasant person, someone people would want to get to know better. Look at the camera and speak as if you were talking to a close friend.

About Rachelle Lappinen

​Rachelle Lappinen is a Career and Academic Advisor. Currently, Rachelle serves as an education advocate for MassEdco working with high school students with college and career navigation. Rachelle also consults working with MIT on a research program, researching the effects of long-term unemployment on the middle class and developing best practices to help this population. Rachelle has worked at Mount Wachusett Community College, the YWCA and Becker College as a Career Development Counselor. Before becoming entering the field of workforce development, Rachelle spent over 10 years working as an insurance underwriter. Throughout her coaching and volunteer experiences, Rachelle has been noted for her determination and persistence to help those in need of career guidance. As a volunteer, Rachelle is actively involved with the non-profit organizations such as the Boys and Girls Club of Leominster and Fitchburg and the Center for Women and Enterprises. Prior to entering the coaching world, Rachelle was a senior group insurance underwriter for Unum, and sales representative for Prudential Financial. She actively involved with the Career Counselors Consortium and is a member of the Career Resource Rachelle M. Lappinen, MBA, GCDF, CPRW
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