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    Law Firm Marketing Strategies: The Elevator Pitch

    by SimpleLaw on
    Legal Marketing

    Being ready to introduce the law firm to potential clients or connections is key. An elevator pitch is a short, persuasive description that introduces the attorney, the law firm, and the services offered to anyone. The elevator pitch should be clear, concise, and provide some sort of differentiation from other firms. It should also be tailored to the law firm's specific audience. The term 'elevator pitch' comes from those random interactions in elevators when someone asks 'what do you do?' That's the goal: to convey how the firm's area of expertise can help clients.

    Elements of the Pitch

    Be sure to include each of these elements in the pitch. Here is each element, along with an example.

    • Always begin with a positioning statement:

      • Be clear from the start, a good positioning statement addresses each aspect of the pitch. Here's an example:

        • For law firms of all sizes who are looking to save time on administrative functions, SimpleLaw is a comprehensive case management software platform that is simple to learn and use but very powerful, too. Unlike our competitors, SimpleLaw is run by attorneys, so we know what law firms need. We are not a tech company addressing the legal industry.

    • Once law firms have their positioning statement ready, that makes the elevator pitch easier. Always best to start with a short, succinct description of the firm (basically a less format version of the positioning statement). Then, if the person they are talking to ask for more information, the next level of detail can be shared.

      • Attorneys should always start by introducing themselves the firm they represent.

      • Then tell the audience about the firm's area of practice, professional values, if it's a solo firm, and what sets them apart from competitors.

      • Then, expand a bit more with the next level of specifics. For example, "SimpleLaw helps attorneys from small or solo law firms get the tools they need to find clients and help solve their legal woes."

    • Highlight your unique selling proposition (USP).

      • Emphasize what sets the firm apart from competitors. Consider any reasons clients may seek help elsewhere and offer a counter offer. For example:

        • "SimpleLaw offers all the tools of any other comprehensive case management software, at a fraction of the cost."

    • Keep it short and sweet. An elevator pitch should be 30 seconds maximum. Remember, this is a first-time interaction. More in-depth discussion can happen later.

    Here is another good example of an elevator pitch for an attorney who specializes in personal injury law:

    "I'm at attorney with the law firm of Doe Law Group, a firm with 5 attorneys. Our law firm specializes in car accidents, slips and falls. We are unique in our approach as we have licensed doctors on staff to ensure our clients are getting the attention they need. We have a 90+% success rate."

    This elevator pitch is clear, concise, and memorable. It also highlights the firms unique positioning. Highlighting the track record of success at the closing leaves the listener with a memorable fact.

    When writing an elevator pitch, keep the audience in mind. If speaking to potential clients, focus on how the firm helps them solve their legal problems. If speaking to potential employers, focus on skills and experience. If meeting someone by chance, like in an elevator, keep the pitch general in nature.

    No matter who the audience, make sure the pitch is professional and polished. It's a great way to make a good first impression and start building relationships that can lead to new business.

    Tips To Write and Deliver the Pitch

    Here are some additional tips for writing an elevator pitch:

    • Use active verbs and avoid complex jargon.

      • Remember, potential audiences other than potential employers, may not know the legal jargon. Keep word choice easily understood.

    • Be positive and enthusiastic.

      • It's all in the delivery. Write and re-write the pitch until it feels natural and complete. 

    • Make eye contact and smile.

      • Certainly during the elevator pitch. But generally, it is a good tip to use everywhere. 

    • Practice your pitch.

      • Write and re-write until it's natural.

      • It's okay to adjust on the fly, too. Just remember to hit all the elements.

    Share The Pitch

    It always helps to proactively share the completed elevator pitch, rather than just keeping it in the firm's back pocket. Consider adding it to the law firm's website. Post it to social media and any other online profiles. The point is this pitch is a great intro to the firm. And, if written without jargon, a great way for potential clients to better understand the firm and the benefits of working with it.

    With a little practice, the elevator pitch will help the firm stand out from the competition and attract new clients. 

    Conclusion

    Planning the right elevator pitch helps makes it easier for the audience to see what the firm is all about. Emphasizing the point of differentiation makes the conversation memorable, too. Connections happen all the time. Being ready is key.

    SimpleLaw makes making cases easy with an all-in-one case management solution. Keep all that information in one place, easily accessible, and simple to learn and use.

    👉 Want to see how SimpleLaw can transform your practice? [Schedule a demo today.]

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