Seth Godin has done it again but maybe the value of his post for law firms transcends his own intention. First, read his post, then read my following comments. PUNCHLINE: Of course I am not recommending that you give away free pickles but let’s pause and reflect here. A $30 turkey sandwich is not the low end of the market — apparently the pickles have been a draw. Perhaps even a prestigious law firm could think about appropriate added value (free) items for clients. Add your own ideas to this list:

a) free parking (yes, there are still law firms who don’t offer this). In major cities, maybe a car (we’ll pick you up and take you back); b) password clearance to a web site with access to all documents and correspondence relating to their matter (secured so no changes can be made); c) complimentary meals in our partners’ cafeteria; d) complimentary work station or office with high speed for guests while they wait — especially if from out of town; e) personalized stationery and a monogrammed bathrobe at their hotel; f) the assistance of a concierge;

OK, you add the rest. Note to cynics and skeptics: Remember how little face time we have with clients – how few “in-person visits. Do not assume these suggestions are expensive — they may be the best marketing dollars you have ever spent. What if everybody starts doing this stuff? No worries, mate, so few will do it that you will have a competitive advantage for at least half a decade — I promise.