What do lawyers sell? In this post at startupskills.com the authors (talking to software companies) argue:

No more beating around the bush. You can’t sell software. You can’t sell cool technology. You can’t even sell a good idea. In order to sell anything, you need to sell a solution. And even that’s not good enough. But it’s a starting point—selling a solution to a specific consumer segment

I would argue that the same applies to lawyers. Find a specific consumer segment and sell them a solution -- don't sell them your time.

Via The Entrepreneurial Mind blog.

UPDATE: This article asks the same question (Thanks, David at ethicalEsq).