Attorneys - Practice your Elevator "Pitch"

Information and Strategies to Promote Your Practice

Essential Guide to Attorney Marketing




By Margaret Grisdela, Legal Expert Connections, Inc.

Practice your Elevator "Pitch"

“And what do you do for a living?” It is a simple question. Do you have a memorable 30-second response that will indelibly create a positive impression and generate future referrals?

Go to almost any business networking event and you will have an opportunity to introduce yourself to five or ten potential new referral sources. Word-of-mouth advertising starts with this simple technique. Do not leave this golden, perfectly acceptable sales moment to chance.

Give some serious thought to how you can best describe your services. Try drafting several introductions. Write your ideas down on paper to study your choice of words and the timing of your introduction.

Here are 5 simple tips on how to get started:

  • First of all, refer to yourself as an attorney. You hear a lot more lawyer jokes than attorney jokes, so choose the path with the better public perception.
  • Clearly explain your primary area of practice
  • Offer an attention-getting fact or statistic about your industry
  • Connect on an emotional level by explaining why you selected your practice area or how your clients benefit from your legal expertise.
  • Provide an example of the types of clients you serve.

Successful introductions might look like the following:

I am Jane Smith, an elder law attorney with Smith, Johnson & Jones. Our firm has 20 attorneys working from offices in City 1, City 2 and City 3. We help older Americans and their families plan for the healthcare, housing and financial needs required for a secure retirement. Our clients achieve a healthier, more satisfactory lifestyle by knowing their affairs are in order.

Use your persuasive communications skills to create a memorable introduction. You will benefit from better word-of-mouth advertising and increased referrals.

About the Author: Margaret Grisdela is the Founder and President of Legal Expert Connections, Inc., a legal marketing firm specializing in marketing and business development in the legal and litigation support  markets.  You can reach her at mg@legalexpertconnections.com.

Copyright 2007 Margaret Grisdela, Legal Expert Connections, Inc.



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