Originally Posted by shari VA
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I don't think you should include a definition of what a VA can offer. I think you should include a definition of what *you* can offer.
Describe for them as specifically as possible (given the short amount of space) what you can do to help them. How will you bring value to their business. Make the letter personalized to the specific attorney who will be receiving your letter. It takes more time to do it this way but you will have more chance for success.
I don't like mass mailings and am in favour of personalized directly targeted mailings. I worked in management for many years and the one thing that bothered me more than anything was receiving a letter from someone who couldn't take the time to find out my name before they sent me something. Remember that you will be sending a letter to a person who happens to be an attorney not an attorney who happens to be a person! Success is in the details.
These are just my opinions and not everyone will agree with me 
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Shari, I agree 100% with what you said about including a definition about what *you* can offer. One of the best sales seminars I ever attended was all about VALUE, and how in order to get someone to purchase something from you (or in our case, hire us for projects) you have to show them the value of what you offer. When figuring out your specific marketing message, you have to figure out what value your clients will get from your work. You have to do research alot of times to figure this out - you need to know what differentiates you from some other VA or company. What do YOU do that your competition doesn't, what value will your client receive, what makes you unique, what specific education or background do you have that maybe your competition doesn't. Once you answer these questions for yourself, coming up with what to write to these attorneys will be much easier.
It's always amazing to me when I go out to meet clients how many times they have no idea what value they can offer their clients or what differentiates them from their competition. I usually end up sending them home with homework - to come up with a list of the things about their business that makes them unique. Once that's done, then I can help them with their marketing efforts, start working on a marketing plan, help them write up their materials. After all, I don't know their business like they do, I don't know their customers and I don't know their products.