We recently came across an excellent blog post by Don
Heymann, a writer and communications expert whose website can be found at
Entitled “8 Words to Avoid When You Need to Talk About
Yourself,” it provides some sound, common sense advice to individuals who are
putting together their resumes, elevator pitches, etc. Although it is directed
at individual job seekers, we found Don’s advice to be particularly apropos to
small law firms seeking to market themselves to prospective clients. With Don’s
permission, we are pleased to pass along his advice. Here are the words to
avoid:
1. Expert / 2. Guru
In the case of an individual, you come across as pompous and
egotistical when you call yourself an expert. For attorneys, however, there is
an added level of taboo – the attorney advertising rules of most states
prohibit an attorney from holding himself or herself out as a specialist unless
specifically credentialed as such. Words that convey a similar thought, such as
expert are equally prohibited. While it is fine to trumpet your many years of
experience practicing in a particular field, or explaining that your practice
is concentrated or focused on a particular area, be careful to avoid language
that could be construed as running afoul of the specialist prohibition.
3. Motivated
Everyone is motivated. Saying it doesn’t distinguish you in
any fashion. As Don so succinctly puts
it, “let your accomplishments demonstrate your motivation.” Talk about what
you’ve done, not how hard you intend to work.
4. Passionate
This is another overused word that accomplishes little.
Again, rather than describe yourself with a bland generalization, give an
example of how your passion has translated into concrete results.
5. Creative
Once again, everyone likes to think of themselves as
creative. Instead of using this to describe yourself or your firm, give
specific examples of creative solutions you have devised to solve difficult
problems.
6. Driven
People like to use this to demonstrate motivation, passion,
intensity or ferocity, with phrases such as “we are results-driven” or
“results-oriented.” Everyone is results driven. Everyone wants to win in court
or obtain the highest possible settlement. Everyone wants to close the deal.
People are under the impression that “driven” conveys a positive message. It
doesn’t. It’s just meaningless filler.
7. Responsible
This is another redundant, meaningless word. If you’re an
attorney or law firm, you’re probably not using it. If you have to say it,
you’re probably in trouble. Who is going to hire a firm that has to tell you it
won’t commingle funds or breach ethical obligations? Better to say that your
clients rely on you to give them good counsel, or something along those lines.
8. Strategic
Everyone likes to
think of themselves as strategic thinkers. That’s why it’s become so overused
and tired. If you can, give examples of specific strategies that you have
developed for your clients that resulted in successful outcomes.
We’ll let Don sum it up: “Remember the adage, “show, don’t
tell” when you’re describing your capabilities. Let others come to realize that
you’re motivated, passionate and creative by seeing what you’ve actually done.
You’ll come across as more confident, and you’ll avoid sounding like everyone
else.”
You can read the original post at:
