HOW CAN I HELP?

Selling your law firm's services, getting the business, marketing your firm is about offering ways you can assist clients, about showing you can be useful and more than a mere collector of a transaction that must be carried out by lawyers. You don't say 'this is a legal transaction and needs legal support, the client must give someone so she might as well give it to us'.

Marketing as difficult as it may seem at first is not about mere puff, making outrageous claims and finding ways to entrap the clients. Marketing is high level intellectual work that requires heavy brainpower. That it has been practiced without this element is a large reason for the soddy reputation. But your law firm needs to do it and to do it well if you want to stay in business for any meaningful length of time.
It is a big idea in marketing to focus on the client and understand her position before figuring out how to assist but the point is spelling out clearly what you can do, how you can help, what service you are placing, how you will respond to unexpected chances, how your law firm acts e.t.c.
Having locked this down clearly means half the task is done and applying this all to your client means the victory is complete.