An elevator speech (also known as an elevator pitch) is a roughly 30- to 60-second blurb that describes an individual’s qualities, accomplishments, and goals. Similarly, a brand statement is a brief spiel that answers the query “What is your firm about?”
The Importance of These Two Attorney Marketing Tools
Traditionally used by salespeople and job seekers, the elevator speech has transformed into a powerful legal branding tool for networking events, interviews and PR events, client presentations, and addressing the everyday “What do you do?” question. A brand statement, meanwhile, represents your firm’s purpose, values, and accomplishments.
While both pieces may seem superfluous, they may be two of the most important tools in your attorney marketing arsenal. Why do people choose to work with you and your firm? Because they like you and the way you conduct business, and believe in your firm’s values, mission, reputation—all elements presented in good elevator speeches and brand statements.
Creating a Powerful Elevator Speech and Brand Statement in 5 Steps
- Think about your audience
Will you be using your elevator speech mostly with other attorneys and those familiar with the legal field, or for those outside of the industry? Are potential clients the ideal audience members for your brand statement? Like many attorney marketing pieces, audience determines the content when it comes to elevator speeches and brand statements. For instance, you’ll want to avoid legal jargon and opt for layman’s terms if “pitching” mostly to prospects.
- Write the first draft
For a good elevator speech, answer these questions:
- Who are you?
- What have you done? (Include any notable accomplishments)
- What are you striving to accomplish?
Brainstorm answers to these questions for your brand statement:
- What is the purpose and/or mission of your firm?
- What are your values?
- What has your practice done or what is it known for? (A firm could mention that it is the biggest personal injury firm in Dallas, for example.)
- What are you hoping to do for the audience you’re speaking to? (i.e., What problem are you hoping to solve?)
A good rule of thumb for your brand statement: gather input from your team about what they do every day, why, the group’s outstanding accomplishments, etc.
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Edit out all the unnecessary material until you have two concise speeches that run about a minute long each. Reciting these out loud should not only assist with adjusting the time span, but also help you notice whether the content sounds awkward, too formal, or overly complicated.
- Craft the final draft and memorize
After much editing and maybe even testing the statements on others, hone final drafts and memorize your speeches so you can confidently recite them whenever necessary. Ask your team to do the same for the brand statement.
- Use these as a base
Rather than sounding like a robot, tailor your attorney marketing speeches live, weaving bits and pieces into a brief dialogue that specifically addresses a particular connection/prospect’s needs or interests.
Your website should represent your brand as well as your brand statement. We’ll customize one for you—contact us today!