Years can pass between matters. Somebody gets remembered.
Stay present with clients and the professionals who refer you, without a word of promotion and without disclosing anything about anyone.
You settle the estate, and then there is nothing to say for six years.
The matter ends well. They thank you, and they mean it. Then the relationship goes quiet, because there is no natural reason for a lawyer to be in touch, and calling without one would be worse than silence.
When the next matter arrives, it goes to whoever is remembered. Often that is decided by an advisor or a CPA in a conversation that takes forty seconds.
"Our attorney handled all of that. I will get you her name."
A client's brother-in-law mentions, at a Sunday table, that his father's affairs are a mess and nobody has looked at them in a decade.
Your client does not have to remember the name of your firm or explain what you do. He hands over the issue on the side table. "Our attorney handled all of that. Her message is inside the front. Keep it."
Nothing in that exchange discloses a matter, a client, or a result. It is the only kind of referral a private practice can afford to receive, and it happened without you.
Your name is inside, where it is found rather than shown.
One hundred and forty pages about a life of significance: remarkable people, places, and pursuits, made by professional writers and photographers, with no advertising anywhere in it. It arrives from you four times a year, and nothing in it is about you or about your work.
Your part is the gates, the panels tucked inside the covers beside a single gold rule: your photograph, your firm, your message, and your name. Our designers build them with you, once. The first issue is delivered in the LENS box with your announcement on top, and the cover carries only a photograph, the wordmark, and the issue number, so it goes on the table rather than in the recycling.
Nothing in it discloses anything about anyone.
No client names, no matters, no practice areas, no results. There is no legal content in the publication at all. The only words about your practice are the ones on your gate.
Sign up to become a member and choose as many clients as you like. Minimum of ten.
They build your gates and your announcement with you, once, from a short conversation. You approve them.
It arrives at the homes and offices in the LENS box with your announcement and your message on the gates inside.
Then decide who continues. Anyone you keep receives the next three issues. Anyone you do not is released, and the copy they already have was still a gift from you.
Does this raise any advertising or solicitation issue?
The publication contains no legal content, no claims, and no offer. The gate carries your name, firm, photograph, and a personal note. Most firms treat that as they treat a holiday card, but your state's rules govern, and we will send you a copy of a gate to review before you commit to anything.
My work is confidential. Is this appropriate?
Yes, and it is one of the few things that is. Nothing in it references any client, matter, or outcome.
My referrals come from advisors and CPAs, not clients. Does that work?
It works better. Those are professionals with their own reception areas and their own clients walking past the table.