Lawyers, Learn to Pitch!

Law is a services profession, so lawyers must learn how to pitch themselves (the horror)! I like this article on how to introduce yourself perfectly. Here are 5 takeaways:

1. You have 8 seconds or less to do it. Get to the point in an interesting way!
2. Speak plainly. The author used to say: “I can teach you how to speak in a way that ignites you and excites others” but no one understood her because no one actually says “ignite and excite” when they have trouble connecting with their audience. A much better intro: “I help people with something to say that struggle to say it.”
3. Show you add value. A bad example on how to describe yourself: “I’m an award winning, best-selling author.” Instead, explain how you add value: “I help new authors get published faster.”
4. Practice! You have to say it multiple times to get the content, rhythm, and tone right.
5. Use one of the templates below. Lawyers, you love forms and are in a helping profession, so it’s easy to fill in the blanks. Follow up by name-dropping a brand or citing a result to convey your quality succinctly.
   • I helped [target audience] [fix their problem]
   • I help [target audience] do [statement of need or opportunity] through [differentiator]
   • I help [target audience] do [statement of need] + [statement of benefit]
   • I connect [target audience] to [something they want] + [differentiator]
   • I [transform/translate/convert a problem] into [something aspirational]