Darwinian For Clients' Sake

Attracting clients to your law firm is a lot like the theory of Natural Selection. You take in a lot of data, you process it and put your conclusions into play. After repeated exposures, successes and failures, what survives is your own law firm's unique formula. It is a result of the natural selection process where the natural process of trial and error has produced a successful formula for attracting clients. For example, Nelson Mandela in his own view was a middling student who lacked the ability to 'learn things easily'. He knew he had to put in hours of work to grasp the material and so his eventual exams-passing and material-understanding formula was; long hours of repeated study.
Some law firms are great at coming up with novel defences, others at making connections with clients and your law firm must find its own way. As a reference, have you considered deliberately learning how to get referrals so that in 3 years 50% of your business will come from referalls? The Samsung CEO said that he expects 70% of his business in the next ten years to come from products that are not in existence today. So clearly he is building an innovation strategy.

So, you inform clients of matters you can address, problems on which you can offer insight or assistance so that when such matters come up, people in your network twice removed know you are in play for the action and can take the ball across the touchline.
This referral idea at its core is simply that whenever an issue comes up because you have taken the effort to be identified with it, the client or whoever is sent to you.
You can also address it as the underlying problem your law firm can help solve: your law firm's Call-Card.