Lawyers typically answer that question by talking about their practice area or services. “I’m an estate planning attorney,” for example. It may be accurate, but from a marketing standpoint, it’s not the best response.
Yes, you want to tell people what kind of work you do, but you also want them to know what that means to them (and people they know).
So, make sure to them the benefits your clients get when they hire you.
For example, “I help people protect their assets from the tax collector,” or, “I show high-income individuals how to use legal strategies to improve their financial future,” are ways to do that. Follow that with, “I’m an estate planning attorney.”
Alternatively, you could state your practice area or job description first, “I’m an estate planning attorney,” and follow that with the benefits you offer.
You can also add something about the types of clients you represent, problems or services you focus on, or other specifics, to give the listener more information and help them see that you are a good match for them. But that might be too much information at first blush and you might want to wait until they ask questions or otherwise show interest in your initial response.
Tell them what you do; but also tell them how you can help them or the people they know.
For more, check out my book, How to Sell Your Legal Services in 15 Seconds or Less
