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/.