I recently learned a better way to remember and construct the answer to the most important and most common marketing question lawyers are asked.

The question:  What do you do for a living?

The answer: “I + (action word) + (target market) + (problem solved or benefit provided).”
Many refer to this answer as your elevator speech.  It’s critical to practice it and have it at the ready.  You’ve got to be able give your answer easily and without a hint of self-consciousness.

It’s difficult to keep sufficient, simple and sincere.  And you probably need to have more than one answer.  The one you give will depend who asks you the question.

I recommend you practice it in the mirror.  Also with your spouse or significant other.

I must give credit for this construct to Akina Group, a great sales training organization based in Chicago. They use it.  I saw it while auditing their course at a convention last month. I did add “or benefit provided” to what Akina taught.

The reason: people buy (retain) when they see they have a problem, and when they realize they have an opportunity to seize.