Haven’t sold to lawyers, but am a lawyer, so can speak from that perspective. We get cold calls/emails literally all day every day. That’s never going to work because even if what you are offering is solid, ain’t nobody got time to sort through all that. We do bill hourly so go out of our way to protect our time. Trust me, it suuuuuucks to sit through a sales call/presentation realizing halfway through that this ain’t for you and you could’ve spent that time billing/actually making money. That said, I’ve bought legal tech before (small, boutique transactional firm for reference). What worked on me? Oddly enough, it was Instagram ads. I see a lot of those too and scroll right past 95% of them to be fair, but when one is able to demonstrate their value in about 30 seconds, I pay attention.