Stop me if you’ve heard this one before.
You ask attorneys at an outside law firm to send you materials on a particular area of practice. They send you a customized document that includes a targeted description of their skills and experience, perhaps a short analysis of your legal needs as they perceive them, a group of lawyers’ bios, some suggested alternative fee arrangements, and a few paragraphs describing their commitment to superior client service. They want you to know that your concerns are their concerns. They want you to know that your complete satisfaction is their raison d’être. They want you to consider them a “trusted advisor.”