The Foundations of Marketing Yourself: The Elevator Speech

by Law School Toolbox
Contact

We are pleased to welcome Eleanor Southers back to the blog today. Eleanor is an attorney and the owner of Professional Legal Coaching where she helps young lawyers and law students market themselves in a competitive legal marketplace. She’s also one of the Catapult Conference speakers.

Today she shares with you another foundation of marketing yourself — crafting your elevator speech. Welcome back, Eleanor! 

Exactly what is an elevator speech? It is a one minute response to the question “What do you do?” or “What kind of law do you practice?”

You may need two different versions, one for lay people and one for fellow attorneys.

One of my basic rules is never, ever tell a lay person that you do litigation.

That means nothing to the person on the street. You can say that “Some of my cases may go to court,” but always understand your audience before you put your foot in your mouth.

Focus On What’s Critical to Convey

So taking this mission statement we crafted last time, we can factor out the important information that the attorney would need to get across in one minute. That might be: personal injury, only area that is practiced, not client’s fault, special attention to client’s needs.

Then the lay person elevator speech might be something like:

“I focus my practice on personal injury law. This means that I can help any person injured in an accident which is not their fault. I do this by being responsive to their needs and making sure that they get every benefit owed them under the law. If you have a friend or relative in this situation, you might want to have them to take a look at my website. There is a lot of information there about what to do if you are in an accident.”

Yes, it is good idea to gently ask for what you want right up front. You are not soliciting for business but are telling the person that you can be the go-to attorney to get the correct information.

The attorney elevator speech may then be more like:

“I focus my practice on personal injury law. I’m always looking for ways to give great service. One of those is by limiting my firm to only accidents. In this way I can use my knowledge and contacts to give the greatest assistance while keeping the client’s specific needs in mind. Give me a call if you have any questions.”

This is too early to talk about referrals. It is OK, as you know, in California to have a case referred by another attorney but it can be off-putting to ask for that up front without establishing some kind of relationship.

Using Your New Elevator Speech

So now scenario #2 goes like this: You arrive at the MCLE function early. You mingle with the attorneys there. You might give your elevator speech if it is appropriate but you do ask at least two attorneys you don’t know what kind of law they practice and get their cards. Hopefully you will also give them your card.

Now you sit down. You introduce yourself to the table. You find out what kind of law the other attorneys practice and also get cards if it can be done subtly. You talk a lot with the people sitting on either side of you.

After the presentation is over, you stick around for a few minutes. Introduce yourself to the speaker. Compliment the organizer for having the presentation. Walk an attorney out to the parking lot and either find out about them or give them your elevator speech.

When you get back to your office take out all the cards you collected and put anyone aside that you want to follow up with a phone call or a lunch or coffee invite. Put the rest into your contacts so you can contact them later with your newsletter, announcements, etc.

I promise you that if are this prepared, then your fear of getting noticed will decrease substantially. You may even find it can be a fun experience and in this scenario, you also get a unit of MCLE. Double win!

— – —
Thanks, Eleanor! We can’t wait to see you at Catapult.

Written by:

Law School Toolbox
Contact
more
less

Law School Toolbox on:

Readers' Choice 2017
Reporters on Deadline

"My best business intelligence, in one easy email…"

Your first step to building a free, personalized, morning email brief covering pertinent authors and topics on JD Supra:
Sign up using*

Already signed up? Log in here

*By using the service, you signify your acceptance of JD Supra's Privacy Policy.
Custom Email Digest
Privacy Policy (Updated: October 8, 2015):
hide

JD Supra provides users with access to its legal industry publishing services (the "Service") through its website (the "Website") as well as through other sources. Our policies with regard to data collection and use of personal information of users of the Service, regardless of the manner in which users access the Service, and visitors to the Website are set forth in this statement ("Policy"). By using the Service, you signify your acceptance of this Policy.

Information Collection and Use by JD Supra

JD Supra collects users' names, companies, titles, e-mail address and industry. JD Supra also tracks the pages that users visit, logs IP addresses and aggregates non-personally identifiable user data and browser type. This data is gathered using cookies and other technologies.

The information and data collected is used to authenticate users and to send notifications relating to the Service, including email alerts to which users have subscribed; to manage the Service and Website, to improve the Service and to customize the user's experience. This information is also provided to the authors of the content to give them insight into their readership and help them to improve their content, so that it is most useful for our users.

JD Supra does not sell, rent or otherwise provide your details to third parties, other than to the authors of the content on JD Supra.

If you prefer not to enable cookies, you may change your browser settings to disable cookies; however, please note that rejecting cookies while visiting the Website may result in certain parts of the Website not operating correctly or as efficiently as if cookies were allowed.

Email Choice/Opt-out

Users who opt in to receive emails may choose to no longer receive e-mail updates and newsletters by selecting the "opt-out of future email" option in the email they receive from JD Supra or in their JD Supra account management screen.

Security

JD Supra takes reasonable precautions to insure that user information is kept private. We restrict access to user information to those individuals who reasonably need access to perform their job functions, such as our third party email service, customer service personnel and technical staff. However, please note that no method of transmitting or storing data is completely secure and we cannot guarantee the security of user information. Unauthorized entry or use, hardware or software failure, and other factors may compromise the security of user information at any time.

If you have reason to believe that your interaction with us is no longer secure, you must immediately notify us of the problem by contacting us at info@jdsupra.com. In the unlikely event that we believe that the security of your user information in our possession or control may have been compromised, we may seek to notify you of that development and, if so, will endeavor to do so as promptly as practicable under the circumstances.

Sharing and Disclosure of Information JD Supra Collects

Except as otherwise described in this privacy statement, JD Supra will not disclose personal information to any third party unless we believe that disclosure is necessary to: (1) comply with applicable laws; (2) respond to governmental inquiries or requests; (3) comply with valid legal process; (4) protect the rights, privacy, safety or property of JD Supra, users of the Service, Website visitors or the public; (5) permit us to pursue available remedies or limit the damages that we may sustain; and (6) enforce our Terms & Conditions of Use.

In the event there is a change in the corporate structure of JD Supra such as, but not limited to, merger, consolidation, sale, liquidation or transfer of substantial assets, JD Supra may, in its sole discretion, transfer, sell or assign information collected on and through the Service to one or more affiliated or unaffiliated third parties.

Links to Other Websites

This Website and the Service may contain links to other websites. The operator of such other websites may collect information about you, including through cookies or other technologies. If you are using the Service through the Website and link to another site, you will leave the Website and this Policy will not apply to your use of and activity on those other sites. We encourage you to read the legal notices posted on those sites, including their privacy policies. We shall have no responsibility or liability for your visitation to, and the data collection and use practices of, such other sites. This Policy applies solely to the information collected in connection with your use of this Website and does not apply to any practices conducted offline or in connection with any other websites.

Changes in Our Privacy Policy

We reserve the right to change this Policy at any time. Please refer to the date at the top of this page to determine when this Policy was last revised. Any changes to our privacy policy will become effective upon posting of the revised policy on the Website. By continuing to use the Service or Website following such changes, you will be deemed to have agreed to such changes. If you do not agree with the terms of this Policy, as it may be amended from time to time, in whole or part, please do not continue using the Service or the Website.

Contacting JD Supra

If you have any questions about this privacy statement, the practices of this site, your dealings with this Web site, or if you would like to change any of the information you have provided to us, please contact us at: info@jdsupra.com.

- hide
*With LinkedIn, you don't need to create a separate login to manage your free JD Supra account, and we can make suggestions based on your needs and interests. We will not post anything on LinkedIn in your name. Or, sign up using your email address.