Did you attend your child’s third or fourth grade class for career day? Do you remember explaining what a lawyer does and making it as interesting as possible? Tough to do when you’re competing with Joey’s dad who is a professional magician, but you did it.
You explained what you did, who you helped, and why it is important. You helped some future lawyers see that being a lawyer is cool.
If you had to do it again (or for the first time), what would you say?
Think it through and write it down, or record it. This is a valuable exercise, even if you don’t have any kids.
It can help you explain what you do to prospective clients and referral sources. It can also help you create content for your website, articles, and presentations.
You don’t necessarily have to write at a fourth grade level, but keep it simple enough that your ideal clients can follow.
Here are some ideas to prime your mental pump:
- What kinds of clients do you represent? What kinds of problems do you handle? Give some examples of real clients you have helped.
- What’s the first thing you do when a new client comes to you? What do you do after that?
- Do you charge by the hour? Flat fees? Why? How is this better for your clients?
- Why did you become a lawyer? What do you want to accomplish in your career? Do you have any role models?
- What’s the best way to find a good lawyer in your field? What questions should someone ask?
- What’s the hardest part of your job? What’s the worst case or client you have had?
- What are you most proud of about your work? What do you like best about what you do?
- How is your practice different from others in your field? What do you do that other lawyers don’t do, or what do you do better?
- Who would make a good referral for you? If someone knows someone like that, what should they do to refer them?
- What questions do prospective clients and new clients typically ask you? How do you answer them?
Take one of these and write a few paragraphs. It won’t take you more than a few minutes and you can start using it immediately. And, if you run into a fourth grade class and are asked to speak, you’ll be ready.
