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Here are some examples of 30-second commercials. Note their respective overall themes, as well as the relevant information that backs up the themes. Each of these commercials has enough detail to elicit a follow-up question from the listener. And each is infinitely more impressive than, “I am an attorney who primarily focuses on Section____ of the Bankruptcy Code” (an actual introduction that we recently overheard at a bar function). • “You know how companies have to disclose to investors what they have been doing for the last fiscal quarter or year? You might receive these in the mail from companies that you have invested in. Well, I draft those disclosure statements and submit them to the Securities and Exchange Commission, and also ensure that my clients comply with the many other financial market requirements. I have been doing this for more than [insert number] of years, and have saved them [insert monetary figure] by making sure that they comply with the law. Specifically, I have advised clients with respect to [insert example].” • “I am a deal-maker. My job is to make sure companies realize their goals, whether through acquisitions, joint ventures, software licensing, you name it. I have closed deals as large as [insert monetary figure], and have more than [insert number] years of experience. I negotiate to put my clients in the best position possible, and allow them to pull the trigger. Or, if a deal isn’t in their best interests, I make sure that they know what they are getting themselves into so that they can back out before it is too late.” • “I am in the business of saving companies money. I do this by instructing them about employment law so that they do not have to face the unpleasant prospects of discrimination and other employment related lawsuits. Through proactive counseling, I have saved them the time and expenses associated with litigation. And when they do find themselves on the wrong end of a lawsuit, I try to resolve the matter quickly, effectively, and inexpensively.”

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