Polish your professionalism. The format of your message, the content, the grammar, and spelling are critical to getting your message read. Use bullets and numbered lists and keep the number of bullets or numbered items to 7 or less. Always use your spell checker and have someone else proof read your message before it goes out. Spell check doesn't know the difference between to, too, or two.

Lead with benefits that address their pain, problems and fears. Busy attorneys are looking for people, products, and services to provide benefits help them resolve their pain, problems and fears. They only care about how your product or service will help them. They don't care how long you've been in business or how great your product is. Explain the benefits of your product or service.

Be brief, to the point. Attorneys are busy delivering their own goods and services as well as running their business. Get the critical part of your message at the top or above the fold. Tell them up front how you will solve their problem and make your contact information easy to find.

Do it in writing. If you call an attorney you may find that you can't get past their secretary. Get your message into their hand in a letter that is hand-signed or with a professionally designed postcard or even an email. Text messaging is emerging as a marketing channel, also.

Make your email smartphone friendly. Today, smart phones are becoming more and more powerful and being used in more ways by more people. You can bet that professionals are using them, too. They're checking email when they're running from meeting to meeting or client to client. They want to read their messages quickly and that means don't waste your time or their time by trying to send fancy graphics-laden HTML emails. They won't read them.