In the fifth episode of How to Run a Law Firm in 2025, Lauren Lester and Mathew Kerbis discuss strategies for pitching legal services and creating marketing materials. They explore the challenges of crafting effective elevator pitches, particularly when handling multiple practice areas. The hosts share their experiences with different pitching approaches, including Kerbis’ memorable marketing jingle and Lester’s focus on “protecting your peace.” They emphasize the importance of using simple, non-legal language and focusing on solving client problems rather than highlighting attorney credentials. They delve into practical marketing tools, with both hosts praising Canva for creating professional marketing materials like flyers, business cards, and one-pagers. They stress the value of in-person networking events for practicing and refining pitches, even for practice areas that might not seem obviously suited for business networking. The hosts recommend the StoryBrand framework for defining client problems clearly and suggest that marketing materials should prioritize client benefits over attorney qualifications. Throughout the discussion, they highlight the importance of authenticity in marketing and the need to adapt pitches for different contexts and audiences.

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