![\"elevator](\"https:\/\/i0.wp.com\/www.attorneyatwork.com\/wp-content\/uploads\/2022\/10\/elevator-speech-770x495.jpg?resize=770%2C495&ssl=1\" "\\"\\"")
Key Takeaways<\/h2>\n\n- An elevator speech is a verbal business card.<\/strong> It is a snapshot of who you are and what you do, delivered in the time it takes to ride an elevator. <\/li>\n
- The perfect elevator speech should be clear, concise and engaging.<\/strong> Your goal is to spark interest, start a conversation, and, potentially, bring in new business. <\/li>\n
- Practice and delivery count:<\/strong> Engage your audience using clear, concise speech and a conversational tone. Beware of body language.<\/li>\n<\/ol>\n
Introduce Yourself<\/h2>\n
Class reunions. Bar association events. Neighborhood parties. Inevitably, someone is going to ask you what you do. In fact, it probably happens a lot. Yet even when they know it\u2019s coming, many lawyers are not ready to answer the question and give their elevator speech.<\/p>\n
People who are unprepared will say things like:<\/p>\n
\n- \u201cI\u2019m a lawyer.\u201d<\/li>\n
- \u201cI\u2019m an associate at XYZ law firm.\u201d<\/li>\n
- \u201cI\u2019m a securities litigator.\u201d<\/li>\n<\/ul>\n
Giving a minimal or impromptu response is a missed opportunity.<\/p>\n
Why Do You Need an Elevator Pitch?<\/h2>\n
Whether you\u2019re at a job interview, a networking event or a job fair, a good elevator pitch will help you stand out. It\u2019s a powerful tool to build your personal brand and increase your chances of getting a job or winning new business. <\/p>\n
What Do You Want People to Know About You at a Professional Networking Event?<\/h3>\n
The perfect lawyer elevator speech:<\/p>\n
\n- Is meaningful and memorable \u2014 and provokes follow-up questions.<\/li>\n
- Can be delivered in under 2 minutes (preferably, 30 seconds).<\/li>\n
- Is tailored to the audience or the person.<\/li>\n
- Conveys a benefit \u2014 how do you help people?<\/li>\n
- Distinguishes you from other lawyers.<\/li>\n
- Sounds spontaneous.<\/li>\n
- Is delivered with enthusiasm!<\/li>\n<\/ul>\n
Four Steps to a Solid Elevator Pitch Introduction<\/h2>\n
What should be in your elevator speech? I suggest you cover these four things.<\/p>\n
1. Describe your clients.<\/h3>\n
It could be your typical client or your ideal client. For example:<\/p>\n
\n- \u201cI work with private companies of all sizes but really enjoy helping family-owned businesses.\u201d<\/li>\n
- \u201cI handle a wide range of lending transactions for financial institutions but I have a particular expertise in helping community banks.\u201d<\/li>\n<\/ul>\n
2. Explain how you help clients and the value you bring.<\/h3>\n
Focus on the benefits you provide clients. That means things like getting or keeping them out of trouble, helping them buy, grow or sell businesses, and the like. For example:<\/p>\n
\n- \u201cI help startup companies secure funding for expansion.\u201d<\/li>\n
- \u201cI represent private equity companies when deals go bad.\u201d<\/li>\n
- \u201cI help technology companies protect their intellectual property jewels \u2014 patents, trademarks, and copyrights.\u201d<\/li>\n<\/ul>\n
3. Explain what makes you different or distinctive from other lawyers in your field.<\/h3>\n
Points of differentiation can range from personal interests to past experiences to special credentials. Elevator speech examples include:<\/p>\n
\n- \u201cI grew up on a farm, so I\u2019ve always been interested in agribusiness.\u201d<\/li>\n
- \u201cI am one of only four lawyers in the state with an OSHA certification.\u201d<\/li>\n
- \u201cMy dad owned a fast-food franchise, and I grew up flipping burgers. That gave me tremendous insights into the industry and the pressures involved.\u201d<\/li>\n
- \u201cI really enjoy getting to know clients\u2019 businesses. One of the first things I do with a new client is to visit and take a tour.\u201d<\/li>\n
- \u201cI have a particular expertise in helping owners of family cabins transfer the property to other family members.\u201d<\/li>\n<\/ul>\n
If you have trouble, you can always mention something about your firm, such as, \u201cMy firm has represented more than 20 of the top 50 local general contractors in their disputes with subs.\u201d<\/p>\n
4. End with an example to bring your practice to life and make your introduction more memorable.<\/h3>\n
This could be something you\u2019re working on or have handled in the past (without breaching client confidentiality, of course) or even a public scenario that people will recognize.<\/p>\n
If you\u2019re a trusts and estates litigator, for example, you could say something like: \u201cI\u2019m sure you read that Prince died without a will. I get involved in a lot of matters where the person who passed away either didn\u2019t have a plan or it wasn\u2019t clear so others are disputing the result.\u201d<\/p>\n
If you\u2019re a trademark lawyer, you could use an example like: \u201cI don\u2019t know if you saw this but, a few years back, Adidas filed a lawsuit against Forever 21 for using a \u2018three stripe\u2019 design. I\u2019m working on a similar issue now, where my client claims a competitor\u2019s products are similar enough to cause confusion among consumers.\u201d<\/p>\n
Common Pitfalls<\/h2>\n
When delivering an elevator pitch, avoid:<\/p>\n
\n- Overload<\/strong>. Don\u2019t try to cover too much ground or include too much information. Keep your pitch concise and focused.<\/li>\n
- Unfamiliar jargon<\/strong>. Avoid using technical terms that may be unfamiliar to your listener. (Know your audience!)<\/li>\n
- Pacing problems<\/strong>. Don\u2019t speak too quickly or too slowly, and avoid filler words like \u201cum\u201d or \u201cah.\u201d<\/li>\n
- Sounding rehearsed<\/strong>: Practice, but avoid sounding too robotic.<\/li>\n
- Lack of Engagement<\/strong>: Don\u2019t forget to make eye contact and use positive body language<\/a> to engage your listener. (Read \u201cDo Your Gestures Belie Your Words?<\/a>\u201c)<\/li>\n<\/ul>\n
Final Tips for Perfecting Your Elevator Speech<\/h2>\n
As you put together your elevator speech, here are some additional suggestions.<\/p>\n
\n- If you are talking to someone who isn\u2019t familiar with legal terms, saying you are a \u201cproducts liability litigator\u201d may not register. Instead, say something like, \u201cI help manufacturers when they have problems with their products.\u201d<\/li>\n
- If you have a unique credential, be sure to tie it to a benefit. For example, you might say, \u201cWith an MBA in logistics, I speak the language of the transportation industry.\u201d<\/li>\n
- Use humor if it\u2019s natural for you. One traditional labor lawyer I know says she \u201cworks for The Man.\u201d A client who is a creditors\u2019 rights attorney says he gets called in \u201cwhen people are fighting over money.\u201d<\/li>\n<\/ul>\n
Now, the next time someone asks, \u201cWhat do you do?\u201d be ready to respond!<\/p>\n
Illustration \u00a9iStockPhoto.com<\/small><\/small><\/p>\nSubscribe to Attorney at Work<\/h2>\n
Introduce Yourself<\/h2>\n
Class reunions. Bar association events. Neighborhood parties. Inevitably, someone is going to ask you what you do. In fact, it probably happens a lot. Yet even when they know it\u2019s coming, many lawyers are not ready to answer the question and give their elevator speech.<\/p>\n
People who are unprepared will say things like:<\/p>\n
- \n
- \u201cI\u2019m a lawyer.\u201d<\/li>\n
- \u201cI\u2019m an associate at XYZ law firm.\u201d<\/li>\n
- \u201cI\u2019m a securities litigator.\u201d<\/li>\n<\/ul>\n
Giving a minimal or impromptu response is a missed opportunity.<\/p>\n
Why Do You Need an Elevator Pitch?<\/h2>\n
Whether you\u2019re at a job interview, a networking event or a job fair, a good elevator pitch will help you stand out. It\u2019s a powerful tool to build your personal brand and increase your chances of getting a job or winning new business. <\/p>\n
What Do You Want People to Know About You at a Professional Networking Event?<\/h3>\n
The perfect lawyer elevator speech:<\/p>\n
- \n
- Is meaningful and memorable \u2014 and provokes follow-up questions.<\/li>\n
- Can be delivered in under 2 minutes (preferably, 30 seconds).<\/li>\n
- Is tailored to the audience or the person.<\/li>\n
- Conveys a benefit \u2014 how do you help people?<\/li>\n
- Distinguishes you from other lawyers.<\/li>\n
- Sounds spontaneous.<\/li>\n
- Is delivered with enthusiasm!<\/li>\n<\/ul>\n
Four Steps to a Solid Elevator Pitch Introduction<\/h2>\n
What should be in your elevator speech? I suggest you cover these four things.<\/p>\n
1. Describe your clients.<\/h3>\n
It could be your typical client or your ideal client. For example:<\/p>\n
- \n
- \u201cI work with private companies of all sizes but really enjoy helping family-owned businesses.\u201d<\/li>\n
- \u201cI handle a wide range of lending transactions for financial institutions but I have a particular expertise in helping community banks.\u201d<\/li>\n<\/ul>\n
2. Explain how you help clients and the value you bring.<\/h3>\n
Focus on the benefits you provide clients. That means things like getting or keeping them out of trouble, helping them buy, grow or sell businesses, and the like. For example:<\/p>\n
- \n
- \u201cI help startup companies secure funding for expansion.\u201d<\/li>\n
- \u201cI represent private equity companies when deals go bad.\u201d<\/li>\n
- \u201cI help technology companies protect their intellectual property jewels \u2014 patents, trademarks, and copyrights.\u201d<\/li>\n<\/ul>\n
3. Explain what makes you different or distinctive from other lawyers in your field.<\/h3>\n
Points of differentiation can range from personal interests to past experiences to special credentials. Elevator speech examples include:<\/p>\n
- \n
- \u201cI grew up on a farm, so I\u2019ve always been interested in agribusiness.\u201d<\/li>\n
- \u201cI am one of only four lawyers in the state with an OSHA certification.\u201d<\/li>\n
- \u201cMy dad owned a fast-food franchise, and I grew up flipping burgers. That gave me tremendous insights into the industry and the pressures involved.\u201d<\/li>\n
- \u201cI really enjoy getting to know clients\u2019 businesses. One of the first things I do with a new client is to visit and take a tour.\u201d<\/li>\n
- \u201cI have a particular expertise in helping owners of family cabins transfer the property to other family members.\u201d<\/li>\n<\/ul>\n
If you have trouble, you can always mention something about your firm, such as, \u201cMy firm has represented more than 20 of the top 50 local general contractors in their disputes with subs.\u201d<\/p>\n
4. End with an example to bring your practice to life and make your introduction more memorable.<\/h3>\n
This could be something you\u2019re working on or have handled in the past (without breaching client confidentiality, of course) or even a public scenario that people will recognize.<\/p>\n
If you\u2019re a trusts and estates litigator, for example, you could say something like: \u201cI\u2019m sure you read that Prince died without a will. I get involved in a lot of matters where the person who passed away either didn\u2019t have a plan or it wasn\u2019t clear so others are disputing the result.\u201d<\/p>\n
If you\u2019re a trademark lawyer, you could use an example like: \u201cI don\u2019t know if you saw this but, a few years back, Adidas filed a lawsuit against Forever 21 for using a \u2018three stripe\u2019 design. I\u2019m working on a similar issue now, where my client claims a competitor\u2019s products are similar enough to cause confusion among consumers.\u201d<\/p>\n
Common Pitfalls<\/h2>\n
When delivering an elevator pitch, avoid:<\/p>\n
- \n
- Overload<\/strong>. Don\u2019t try to cover too much ground or include too much information. Keep your pitch concise and focused.<\/li>\n
- Unfamiliar jargon<\/strong>. Avoid using technical terms that may be unfamiliar to your listener. (Know your audience!)<\/li>\n
- Pacing problems<\/strong>. Don\u2019t speak too quickly or too slowly, and avoid filler words like \u201cum\u201d or \u201cah.\u201d<\/li>\n
- Sounding rehearsed<\/strong>: Practice, but avoid sounding too robotic.<\/li>\n
- Lack of Engagement<\/strong>: Don\u2019t forget to make eye contact and use positive body language<\/a> to engage your listener. (Read \u201cDo Your Gestures Belie Your Words?<\/a>\u201c)<\/li>\n<\/ul>\n
Final Tips for Perfecting Your Elevator Speech<\/h2>\n
As you put together your elevator speech, here are some additional suggestions.<\/p>\n
- \n
- If you are talking to someone who isn\u2019t familiar with legal terms, saying you are a \u201cproducts liability litigator\u201d may not register. Instead, say something like, \u201cI help manufacturers when they have problems with their products.\u201d<\/li>\n
- If you have a unique credential, be sure to tie it to a benefit. For example, you might say, \u201cWith an MBA in logistics, I speak the language of the transportation industry.\u201d<\/li>\n
- Use humor if it\u2019s natural for you. One traditional labor lawyer I know says she \u201cworks for The Man.\u201d A client who is a creditors\u2019 rights attorney says he gets called in \u201cwhen people are fighting over money.\u201d<\/li>\n<\/ul>\n
Now, the next time someone asks, \u201cWhat do you do?\u201d be ready to respond!<\/p>\n
Illustration \u00a9iStockPhoto.com<\/small><\/small><\/p>\n
Subscribe to Attorney at Work<\/h2>\n
- Unfamiliar jargon<\/strong>. Avoid using technical terms that may be unfamiliar to your listener. (Know your audience!)<\/li>\n
- Overload<\/strong>. Don\u2019t try to cover too much ground or include too much information. Keep your pitch concise and focused.<\/li>\n