Let me introduce myself. My name is Ronda Ormont. I am an experienced career-development specialist with expertise in all aspects of vocational counseling, including knowledge of the business world, resume writing and interviewing techniques. I have a doctorate in psychology, conduct job-search programs and write articles for professional publications. I think you'll find the information in this article useful.

What you have just read is my personal commercial -- a statement I have composed to describe the skills and services I offer to others. I call it a commercial because of the many similarities it has to those paid announcements we see and hear via the media.

If you've ever stopped to consider the structure of a TV or radio advertisement, you've probably realized that it's essentially a 30-second monologue describing the benefits of buying a particular product or service. These commercials enable you to become aware -- relatively quickly -- of such unique and impressive attributes as "having it your way,"" "flying the friendly skies" or learning not to "leave home without it." In a similar, less flashy manner, you can create your own personal commercial to sell a most marketable package -- your professional abilities.

I've used the commercial technique successfully with people looking for all types of work, full- and part-time, at varying points in their careers. It has worked well with a wide range of clients, from actors seeking interim jobs between shows to people nearing retirement.

For example, one musical-comedy performer created a commercial that summarized his business and acting credentials. When he met an executive socially, he described himself with the commercial. Instead of a typical tell-me-about-show-business conversation, a business dialogue began that led to a job offer. The performer now has a second career as a telemarketer for a Fortune 500 company.

Another client, a former model and make-up expert, highlighted her talent and enthusiasm for the cosmetics industry in a commercial message she delivered by phone to a New York entrepreneur. She promptly gained an interview and secured a part-time sales job at his exclusive upscale pharmacy. You may be inspired to learn that she's 70.

Obviously, the emphasis in each personal commercial depends upon an individual's strengths and the listener's perceived need. For example, a recent M.B.A. graduate might want to stress educational background while a more seasoned professional might emphasize related experience or an extensive client base.

Having a personal commercial also can help in everyday work situations.

In the first place, commercials are informative: They're succinct, descriptive statements of your acquired skills and abilities. Ironically, while others may be aware of your formal job title and position in the company structure, they may not know your exact job duties. The commercial is helpful because it informs others of your specific talents and special accomplishments.

Secondly, commercials get attention because they're crisp, concise and memorable. When someone asks the open-ended question: "Why don't you introduce yourself to the group?" or "Tell me a little bit about your work," nothing can lose a listener's interest faster than an overly detailed, rambling reply. A thoughtfully prepared, well-spoken commercial, on the other hand, is likely to capture your questioner's attention and whet his or her appetite for more.

Finally, in a potentially tense situation, such as interviewing for a job or speaking to a room of strangers, you can come across more poised and confident by simply opening with your commercial.

Inevitably, in the early phases of interviewing you'll be asked to introduce yourself. A good initial presentation will set the stage for a comfortable and positive exchange to follow.

Your commercial can be showcased in several business and professional settings, including:

• At an interview, in answer to the question: "(Would you) tell me about yourself?"
• In a cover letter to highlight your background and key abilities.
• For cold calls to employers to explain how you might be of service to them.
• During any professional, social or organizational meeting when you're asked to introduce yourself.

The personal commercial is made up of several components: your job title (or the title of the position you're seeking), a cluster, or general grouping, of your skills (e.g., accounting, engineering, counseling, marketing, etc.) and specific, related skills in that particular category of work (e.g., accounts receivable, direct-mail research, bank reconciliation).

Here are some examples of typical commercials used by people in different fields of endeavor. They may help you visualize various applications before you compose your own.

Hello, my name is Amy K. I am an experienced market researcher (job title) with a full knowledge of advertising and product tracking studies (major category of skills) including questionnaire design, data analysis and report writing (specific, related skills). I have made major presentations to company executives (another skill or accomplishment you want to emphasize). When can I set up a personal interview to tell you more about my qualifications (used for a cold call to a potential employer)?

I am an experienced human-resources generalist (job title) with a full knowledge of employment policies and guidelines (major category of skills). I have eight years' experience in interviewing, recruiting and counseling (specific, related skills). I will be calling you soon to request a personal interview so that we can discuss how my credentials may fit your needs (used in a cover letter).

My name is Roger H. I am an experienced mechanical engineer (job title) with a full knowledge of machine design (major category of skills) including research and development, pneumatic, hydraulic and electrical controls (specific related skills). I also have a solid background in project management procedures (another skill or accomplishment you want to emphasize). It's a pleasure to meet with you today (used as an introduction).

Now that you have seen some examples, try writing a few commercials of your own, tailoring the content to the audiences you'll be addressing. Having a personal commercial will ensure that you'll make a strong first impression on those who can influence your career.