Here are some general rules to follow in making a legal cold call:

1. Do not suggest to the client that you have too little to do
2. Do not mention negative aspects of prior legal matters
3. Do not mention items that may be distressing to the client, such as mentioning hypothetical situations
4. Do tell the client that your call is just a courtesy call, with the purpose of checking in to see how things are going
5. Do start by mentioning facts about the prior engagement, to build a sense of familiarity (especially if the results or the case was positive for the client)
6. Do remember all names of the pertinent parties associated with the client
7. Do let the client know that they are not being billed for your time for the call
8. Do ask if there are any other legal matters that you or your firm might be able to assist the client with
9. Do provide some closing that allows the client to contact you in the future, preferably expressing your desire to have a continued relationship with the client
10. Do not continue the conversation if the client sounds anxious or appears to have some other priorities at the moment (do ask the client if there is a better time to talk)

These simple rules can help turn the legal cold call into one of the most effective legal marketing tools available to attorneys.

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