An elevator pitch is basically an introduction. It can be for an individual, a company, or, of course, a law firm. In the case of a law firm elevator pitch, it describes the firm, services, and a point of difference. The elevator pitch should be clear, concise, and in natural, conversational language. Multiple versions are helpful, too, to allow the message to be tailored to a specific audience. The term 'elevator pitch' comes from those random interactions in elevators when someone asks, 'What do you do?' That's the goal of the elevator pitch. Give potential clients a quick and concise snapshot of what the firm’s all about.
Elements of the Pitch
There are a few elements that make up an effective elevator pitch. These include:
- What You Do: Remember, people may not be familiar with the firm by name. Give the name of the firm and state the fact that it's a law firm. For example, Smith & Smith is a law firm.
- Who You Serve: This section gives details as to the type of law or services offered. For example, the firm offers family law services.
- The Problem You Solve: Explain how the firm uniquely addresses pain points. The greater emphasis on what sets the firm apart from competitors, the better. For example, we uniquely offer a full set of experts to support our clients, including tax and family experts.
- Call to Action: Give a reason that demonstrates the benefits of the problems solved. For example, over 90% of our clients rate the firm as exceptional, saying their case resolution was easier than they anticipated.
Additional Writing Tips
Here are some additional tips for writing an elevator pitch:
- Keep it simple:
- Remember, audiences may not know the legal jargon. Be straightforward, use common terminology, and be as direct as possible.
- Keep it friendly:
- It's all in the delivery. Write and re-write the pitch until it feels natural and complete. And don't worry about memorizing each word. The idea is to deliver it in a warm and engaging way.
- Keep it contextual:
- Adapt the pitch based on the audience. The more relatable, the higher the chances of the audience choosing the firm’s services.
- Practice, practice, and practice some more:
- Write and re-write until it's natural. It's okay to adjust on the fly, too. Just remember to hit all the elements.
Sharing The Pitch
The pitch should be shared with all firm members. Consider adding it to the law firm's website. Post it to social media and any other online profiles. With a little practice, the elevator pitch will help the firm stand out from the competition and attract new clients.
Game Time: Delivering an Elevator Pitch
Following the steps above makes preparing and delivering an elevator pitch much easier. However, don’t forget that delivery can make or break the audience’s interest. Delivering the pitch follows a similar pattern to crafting one. For example:
- Start with introductions:
- Attorneys should always introduce themselves and the firm. Then it's time to deliver the pitch.
- Listen:
- Does the listener have questions? What are their comments? This feedback can help the firm further refine the pitch. Take notes and track how the pitch is received.
- Be responsive:
- If the listener has questions, answer them. If they don't, it's not the time to push the law firm. Like most professional services, people don't need their expertise until they do. Just introducing the firm is a good thing, whether business follows directly or not.
- Here’s a 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 firm’s unique positioning. Highlighting the track record of success at the closing leaves the listener with a memorable fact.
If meeting someone by chance, like in an elevator, keep the pitch general in nature. No matter who the audience is, 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.
Extra Step: Positioning Statement
A good positioning statement addresses each aspect of the pitch. Positioning statements are internal only, not external statements, that help the firm identify their position in the market. It can be used as a basis for the elevator pitch, too. Here's a good 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 dealing with the legal industry.
Think of a positioning statement as a jumping off point for an elevator pitch. It’s a good start, but it comes off as too salesy.
Conclusion
Planning the right elevator pitch helps make 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.
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