I’m sitting in a Zoom room with a group of lawyers. We’re going around sharing our infomercials, or as some still call them, “elevator pitches.” This is your moment to talk about who you are, what you do, and why you’re different from every other lawyer in your space.
After a few rounds, we get to John, an attorney in the intellectual property space. I work with a lot of IP lawyers, so I was really tuned in. Then it happened. He said, “We’re big firm attorneys now working at a boutique firm with much lower rates.” My heart sank.
If I’ve been counting over the past 10 years, this would be the 426th time I’ve heard that exact pitch. And I keep wondering — who hasn’t heard this before?
The problem is that many lawyers struggle to think creatively about what truly sets them apart. So let’s take a closer look at how you can craft a differentiator that actually gets you remembered and talked about, whether in your infomercial, on your website, or anywhere else you’re building your personal brand.
Step 1: Ask Yourself, Is This Actually Different?
These days, saying you’re an estate and tax attorney isn’t enough. I know a hundred. So, why you?
And don’t get me started on “we provide great service.” That’s table stakes. You need more than that.
Dig deeper. Is there an industry you specialize in? Have you won every trial you’ve taken to court? One of my clients confidently shares that he returns all calls within two hours. He’s in a practice area where responsiveness is everything, and nobody else in his circle makes that promise. It makes him instantly memorable.
You can also share your “why.” When people know what drives you, it builds connection. John Morgan of Morgan & Morgan once told me on the BE THAT LAWYER podcast that his entry into personal injury law was inspired by his brother’s severe injuries. That story sticks.
Step 2: Is It Something People Actually Care About?
Once you’ve landed on what makes you different, ask yourself whether it’s something your clients really want or value.
Let’s say you’re focused on delivering great service. How exactly are you doing that differently from everyone else? What part of the experience are you transforming for your client?
Are you reducing their stress by proactively keeping them informed? Are you helping them feel prepared every step of the way? Those are tangible examples that elevate you above the vague “we provide great service” line.
Talk to your clients. Ask why they love working with you. Their feedback can uncover language and stories that hit both steps one and two — what makes you different and why it matters.
Step 3: Can You Build Your Brand Around It?
If your differentiator is both unique and valued, it’s time to make it part of your brand. This is where it all comes together.
Talk to clients. Run your new pitch by colleagues. Get honest feedback. Then test it out. See how people respond when you say it in meetings, in networking groups, or online. Are they leaning in? Asking follow-ups? That’s how you know it’s working.
In the business development training I lead for lawyers, we dedicate time to workshopping and refining these infomercials. The results can be dramatic. If something doesn’t land, change it. But don’t keep saying the same old thing if it’s not getting traction.
Once you’ve got something that hits, update your LinkedIn profile, revise your website bio, and start using your new differentiator every chance you get.
This is just one piece of the larger puzzle of becoming a true rainmaker, but it’s a corner piece. Nail this, and the rest of the picture gets a whole lot clearer.
If you’d like direct help with branding or business development, email me at [email protected] or send me a message on LinkedIn.
Steve Fretzin is a bestselling author, host of the BE THAT LAWYER Podcast, and business development coach exclusively for attorneys. Steve has committed his career to helping lawyers learn key growth skills not currently taught in law school. His clients soon become top rainmakers and credit Steve’s program and coaching for their success. He can be reached directly by email at [email protected]. Or you can easily find him on his website at www.fretzin.com or LinkedIn at https://www.linkedin.com/in/stevefretzin/.