Wednesday, October 20, 2010

Elevator Speeches & Lawyers

What is an elevator speech and why do you need one as a lawyer? Never mind why it's called an elevator speech, just remember two things:
  • It is a short, memorable description of what you do and who you do it for.
  • It is a marketing tool.

You need to have it ready for any time you meet someone new and they ask what you do. You also use it when you introduce yourself in front of a group.

Focus on the benefits you provide. To preclude snap judgments about lawyers and generate interest, focus on the benefits or results you provide and for whom. For example, when asked what you do, you could say "I am a tax lawyer". A more meaningful answer might be "I help small businesses reduce their taxes and be more profitable. I am a tax lawyer."

Connect with your audience. To be more memorable, take your listeners into account and, if applicable, adapt your description to them. For example, "I help small businesses like yours reduce their taxes and be more profitable." An estate planning lawyer could say to a new parent "I help new parents get at least a little more sleep by getting plans in place and having peace of mind. I am an estate planning lawyer."

Have energy. If you are bored with your own introduction, your audience will be too. If you don't believe in what you do, your audience won't either. Find the words that work for you, practice them with other people, and then try them. It's natural to keep revising your introduction until you are really comfortable. To keep from trailing off and keep your energy up, keep it short.

Hint: to find your energy and the words that work best for you, consider what you like most about what you do for your clients.

The keys are keeping it short, simple and descriptive - the benefits of what you do and for whom.

Contact me for a single coaching call to develop and practice your self-introduction. or 734-663-7905.