OFFERING ACTUAL INSIGHT

In most common law jurisdictions there are severe restrictions on the advertising and marketing moves that a law firm can engage in to promote its business and it was only in the 1970's that the Bates decision gave law firms in North America the right to use mainstream advertising and marketing practices. This doesn't mean that law firms do not advertise and market, they just have to do it differently using different methods.

Regular marketers say that you have to make relevant contact seven times to register in the mind of the potential client and music artists trying to stay relevant in the mind of the public sometimes come up with shenanigans that build their personality profile but are unrelated to the production of actual music such as street fights, conflicts with other artists.
Here is what a partner in a law firm does; she has a core list of about 150 clients and core contacts and every morning she carefully reviews the latest developments and news that could possibly be of interest to the individuals on that core list. She then creates customized, value added emails using her understanding of these issues and the clients as well as her expertise and sends it to this 150 contact list. The emails usually contain the core of the news and important developments as well as their specific implications for the days to come. Over the years being on this list has become increasingly important to the contacts who have found them valuable as well as other people who have heard of these insight emails so when some previous recipients call and say they have stopped receiving or others say they would like to receive them she replies 'Well, since you aren't doing any business with us it is impossible for me to know what your particular needs are'.

The core product in this email is not the salting method where you wet the clients appetite and set them up for bait and switch, neither is it the alarmist method where you exaggerate the danger to force a response. It is offering an understanding of and insight into the issues that are relevant to these 150 core list. Do you understand them, their businesses and their issues?