In the fifth episode of How to Run a Law Firm in 2025, Mathew Kerbis and I tackled a challenge every lawyer faces—how to pitch your services without sounding like, well…a lawyer.

We talked about the struggle of crafting a great elevator pitch, especially when you have more than one practice area. Mathew even shared how he created a marketing jingle to stand out (yes, really!), while I talked about how I focus my messaging around helping clients “protect their peace.”

One of the biggest lessons we’ve both learned? Keep it simple. Ditch the legal jargon and stop leading with your credentials. Clients don’t care about where you went to law school—they care about how you can solve their problems.

We also shared some of our favorite tools for creating professional marketing materials. Canva is a go-to for both of us when it comes to making everything from flyers to business cards to one-pagers.

And even if you’re not a fan of networking events, we agreed they’re one of the best places to practice and refine your pitch. You never know when a conversation will turn into a referral—even in rooms where your practice area doesn’t seem like an obvious fit.

If you’re struggling to define your message, we highly recommend checking out the StoryBrand framework. It’s a game changer for clarifying the problems you solve and making sure your marketing is focused on client benefits, not just a list of your qualifications.

At the end of the day, the most powerful pitch is one that’s authentic to you—and flexible enough to adapt depending on who’s listening.

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