What is it?
The “elevator pitch” earned its name because the idea is for it to be short enough to be delivered in the time it takes to ride an elevator. An effective elevator pitch will tell someone not only what you do, but what you can do for them/what tangible value you produce. Often, we assume that giving our title – “I’m a lawyer” – is enough for someone to recognize our value. However, your title in and of itself does not create value. Instead, a lawyer’s value is generated and measured in how they solve problems for their clients and the success that generates for the firm or organization they are a part of. It’s okay to say you’re a lawyer of course, but don’t start and end your pitch with that.
If your elevator pitch sounds like a run-of-the-mill response, the person on the other end will be less inclined to engage with you, remember you, or even bother fully listening. If, on the other hand, you can come up with a way to describe your business, your value, your expertise, and your uniqueness in a few brief, effective sentences, you will have a massive leg-up on your competition.
Boiling it down, here is the golden rule when it comes to creating your own pitch for these in-person encounters, whether it be in an elevator, the park, or at a networking event: Say less about what you do (title or skills) and say more about what you cause (the outcomes you engender).
Below is a brief breakdown of the qualities we recommend to our clients when it comes to making an effective elevator pitch:
- Keep it short: This is a challenge, especially for attorneys – we like to talk! However, you want to focus on delivering your pitch in 30 seconds or less.
- Use plain language & cut out unnecessary details: Don’t use legal jargon and make sure every word you’re using is strong, powerful, and going to both keep and peak the listener’s interest. Don’t use “filler” or “fluff” words and don’t ramble on.
- Describe what makes you different (your value!): You can start with your job title, but make sure to follow it up with an example or a story about the kinds of things you bring about – the outcomes you create in your role for your clients and your firm/organization.
- Pay attention to your tone/demeanor: Humanize yourself in the delivery of your pitch versus sounding monotone or robotic. Smile, be personable. Try to bring in an element to your pitch that demonstrates you personally (i.e. explain why you enjoy what you do). Bringing a bit of your personality into the mix helps people feel connected.