Pick the one package you can sell without a consult call
Productized legal work sells on clarity. A flat fee for incorporation, a flat fee for a set of standard contracts, a flat fee for a trademark filing. Before you write a single email, pick the one package that is genuinely repeatable in your practice and that a founder can understand from the subject line alone. Do not lead with your firm's full range of services. A general pitch reads like every other law firm email a founder ignores.
Your ICP is narrow on purpose: founders and small business owners at the exact stage where they need this specific thing, a company about to incorporate, a startup about to raise and needing SAFEs or a term sheet reviewed, a small business that has grown past handshake agreements with contractors. Write the trigger down before you build the list.
Resist the temptation to offer three or four packages in one campaign to cover more ground. A founder deciding whether to reply in the ten seconds they have between meetings needs one clear offer, not a menu. If your practice genuinely serves multiple triggers, run separate campaigns for each, with separate lists and separate copy, rather than folding them into one broader pitch.
Build a list tied to that trigger
Use AI Leads to describe the founder or owner you are targeting: company stage, industry, and any public signal tied to your package's trigger, a recent incorporation filing, a funding announcement, a hiring surge that suggests contractor agreements are overdue. The quality funnel filters weak matches before they cost credits. If you already track leads through a startup community, accelerator relationship, or referral network, import that list as a CSV and let FirstSales research and draft from there.
Keep each campaign built around one trigger and one package. A founder who just raised a seed round needs different language than one who has not incorporated yet, and mixing the two dilutes both.
Use contact research to confirm the trigger, not just the company
Contact research runs automatically before drafting, and the transparency view shows exactly what it found and what it used, company facts, role, and any public signal. For this audience, confirm the trigger is real before the email references it. A congratulations on a raise that has not actually happened, or a mention of incorporation for a company that already exists, breaks trust with a founder who will notice immediately and will not reply to fix your mistake.
Set up the campaign around the package, not the firm
Campaign guidance walks you through Describe, Teach, and Practice. Describe the package in plain terms: what it includes, what it does not include, and the flat fee if you are comfortable stating it. Teach the AI your firm's positioning around speed and clarity, the two things founders value most when they need something handled without a long engagement. Practice on real drafts and check each one against a simple test: could a founder read this in fifteen seconds and know exactly what you are offering and what it costs?
Set the campaign goal to a short intro call or a direct reply confirming interest. Founders move fast when the offer is clear, and a clear flat-fee offer often gets a yes without a call at all.
Use the practice step to catch anything that reads like boilerplate legal language carried over from an engagement letter. A founder who wanted plain-English legal help will bounce off the first sentence that sounds like it was copied from a retainer agreement, so read every practice draft specifically checking for tone drift back toward formal legal phrasing.
Teach a direct, plain-English tone
Paste past emails that earned replies, or write two or three samples yourself. Skip legal jargon entirely. Founders respond to plain language: what you'll get, what it costs, how long it takes. Avoid vague reassurance ("we'll take care of everything") in favor of specifics ("a reviewed and redlined contractor agreement back in your inbox within five business days"). One short, direct email outperforms a long one that tries to establish credibility through length.
Keep the sequence short and tied to the trigger's shelf life
Design a sequence with two to three steps, since most legal triggers have a short window, a founder incorporating this month is not the same prospect in three months. Steps stop automatically on reply, so err on the side of a slightly longer sequence if your trigger window is wider, such as ongoing contractor-agreement cleanup. Keep the ask small in every step, a direct question about whether the flat-fee package fits what they need right now.
Space the steps close together, two to four days apart rather than a full week, since a founder's trigger window can close faster than a typical B2B sales cycle. A trademark filing gets handled by whoever answers first, and a slow follow-up cadence hands that founder to a competing firm that replied faster, even if your package is the better fit.
Handle replies with the same directness
Replies land in a unified inbox, and AI reply handling answers based on the actual message content, useful for logistics and simple scope questions. Bounce handling auto-suppresses bad addresses so your list stays clean. Once a reply gets into scope or fee specifics, take the thread over yourself. Engagement terms and conflict checks are attorney judgment calls, not something to leave to automation.
Run a conflict check as soon as a reply looks like a real prospect, before the conversation goes any further. A founder who replies with interest expects a fast next step, and discovering a conflict after you have already discussed scope and fee wastes both sides' time and looks disorganized at exactly the moment you are trying to demonstrate the opposite.
Comply with your bar's advertising rules before you send anything
Attorney-advertising rules vary by jurisdiction, and most bars regulate solicitation and advertising language closely. Before this campaign goes live, check your state bar's specific rules on outbound communication to prospective clients, some jurisdictions require an "Attorney Advertising" disclaimer, some restrict direct solicitation of individuals with a known legal need, and requirements differ for business clients versus individuals. Do not make outcome guarantees or results claims in your copy, no "we'll get your trademark approved" or "guaranteed protection." State what the flat fee covers as a process, not a promised result, and add any required disclaimer language your bar mandates.
If your firm is licensed in multiple states, or your outreach reaches founders outside your home jurisdiction, check each relevant state's rules rather than assuming your home state's requirements cover you everywhere. Advertising rules are set at the state level, and a disclaimer that satisfies one bar may not satisfy another. When in doubt, route new campaign copy through whoever handles compliance review at your firm before it goes live, the same way you would review any other client-facing communication.
Standard B2B outbound typically lands in the 2 to 5 percent reply range. Track replies by trigger type so you learn which moment, incorporation, fundraising, contractor cleanup, converts best for your specific package before you scale the campaign.
Subject: flat-fee contractor agreements, five business days
Hi [First name],
Noticed [Company name] has been hiring, congrats on the growth. A quick question: are your contractor agreements standardized yet, or still one-off per hire?
We offer a flat-fee package to draft and review a standard agreement you can reuse across contractors, delivered within five business days. No hourly billing, no surprise invoice.
Worth a quick reply if this is useful right now, no pressure if the timing's off.
[Name]
Attorney Advertising. Prior results do not guarantee a similar outcome.
Pro tips
State the flat fee if allowed
State the flat fee in the email if your bar's rules allow it. Founders trust a firm that states a number more than one that says "contact us for pricing."
One campaign per package and trigger
Build one campaign per package and trigger, not one campaign covering your whole practice. A narrow, specific pitch reads as expertise; a broad one reads as a general solicitation.
Recheck your bar's ad rules each time
Check your state bar's current advertising rules before every new campaign, not just once. Requirements change, and jurisdiction-specific rules apply if you are reaching prospects outside your home state.