Watch future issues of InsideTrack for Michael Moore’s series on lawyers in transition. He’ll address conducting a job search in a tough economy, networking, and client development. In addition, Moore will discuss how lawyers may need to transition their law practices to thrive in today’s economic environment. If you’d like Michael to address a particular issue, please contact him at mmoore@moores-law.com.

Sept. 16, 2009 – Recently I attended a reception for a political candidate. Promoted throughout the legal community, the room was filled with potential clients and network connections. It was, in the words of General Norman Schwarzkopf, a “target-rich” environment. Starting with a few friends and moving among various circles of conversation, I usually had less than 30 seconds to make an impact. A smile, a handshake, and a quick introduction were often followed by the perfect opportunity for using an elevator speech. In response to the mutual question, “So what do you do?,” most of the lawyers I met said, “I’m a lawyer with XYZ firm. My elevator speech was, “I help people like you get more clients.”

What is an elevator speech?

Suppose you find yourself on an elevator with a decision maker and need to make a quick but lasting positive impression. What should you do? In reality, when I ride elevators with people who do not know each other, they rarely speak, and those that do run the risk of invading someone’s personal space. However, all of us have brief encounters with other people every day outside of elevators. The person could be a potential client, hiring partner, or some other person of influence. For this reason, every lawyer needs to be ready with a clear, short and compelling explanation of who they are and how they provide value. Every lawyer needs an elevator speech.

How to create an effective elevator speech

First, write down your "deliverables,” the services or features that you provide. Then write down the benefits that your potential clients or employer could get from these services. Once you've got that written, create an opening sentence that will grab the listener's attention. This sentence must include, if possible, a unique benefit you offer. Create a second sentence identifying a challenge relevant to the person to whom you are speaking. Then tell them how you solve this challenge. For example, “I help lawyers get more clients” offers a unique service to a specific audience. It also identifies a common challenge and a potential solution. The details of that solution can be delivered to the potential client subsequently in further discussion, an email, or by asking them to visit my web site.

Who’s your real audience?

People you meet are usually more interested in themselves than they are in you. Our lives, our friends, and our family are always top of mind. When people ask, “What do you do?,” what they’re really asking is, “What can you do for me?” When I meet people for the first time, I tell them I help lawyers. If they are not a lawyer, they usually joke about lawyers and we move on. If they are a lawyer, then my follow up, “I help lawyers get more clients,” creates interest. What others really want to hear when they ask about what you do is, “What’s in it for me?” Tell them how working with you benefits them. Your answer to what you do shouldn’t be about “you.” It should be about what you can do for them or other people they may recommend you to.

Practice makes perfect

Make sure your elevator speech is all about the audience. Make it unique and memorable. It must roll off your tongue with ease. Practice your speech in front of the mirror and with friends. Record it on your answering machine, and listen to it. How long is it? Generally 30 seconds is about all you have. Do you sound confident? Are you using short direct words with clear meanings? Do you sound sincere? Is your message genuine? Is it engaging? Will it make the person who hears it want to know more about you?

First impressions count

When you first meet someone, do three things: smile, make eye contact, and tell them your name. Ask what they do, and when they are finished be prepared for the same question. When it comes, use your elevator speech. Concentrate on making the delivery effortless and slow down your words. We naturally talk faster when nervous. You need to appear calm, confident, and in control of the situation. When you are finished, if possible, mention your name again or exchange business cards. If you have done your homework, you’ll see your word of mouth advertising expand exponentially.

Having a concise elevator speech is vital. It is used for networking with others at events. It is used to introduce yourself in front of a crowd. It answers the question, “Who are you and why should I care?” When delivered with passion, precision, and persuasiveness, your elevator speech says, “Now you know me and how I can help you.”

Michael Moore, Lewis and Clark 1983, is a professional coach for lawyers and the founder of Moore’s Law, Milwaukee. He specializes in marketing, client development, and leadership coaching for attorneys at all levels of experience. Moore also advises law firms on strategic planning and resource optimization. He has more than 25 years’ experience in private practice, as a general counsel, in law firm management, and in legal recruiting. For more information, visit www.moores-law.com

• Related: Lawyer resources in a down economy (WisBar.org)

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