Lorne MacLean is likely British Columbia’s top consumer lawyer.  He grew his family law practice into one of Vancouver’s largest and finest practices (remember our award-winning wedding cake ad?), then diversified into other areas, including e.g. personal injury, criminal defense, and estate litigation.

Here are the two visuals we developed to describe his Estate Litigation practice, designed to grab the viewers’ attention and convey the complicated family issues which often cause clients to contact his firm.

Here, two interlopers are inserted between the patriarch and the family’s inheritance, i.e.: 

1. a young trophy wife, and
2. a pampered pet.

It’s funny, but according to Lorne, they’re unfortunately common occurrences, and he is seeing more of it in certain geographic and ethnic markets he is targeting.

And as a savvy marketer with a team of professionals who skillfully handle these issues, he asked us to develop an eye-catching advertising and marketing campaign and separate practice-specific micro-website to stay ahead of the issue, below.

]]> http://www.fishmanmarketing.com/tell-your-firms-story-with-pictures-like-this/feed/ 1 http://www.fishmanmarketing.com/im-not-an-expert-but-i-think-the-challenge-of-client-pitches/ http://www.fishmanmarketing.com/im-not-an-expert-but-i-think-the-challenge-of-client-pitches/#comments Mon, 18 Mar 2013 05:07:59 +0000 Ross Fishman http://www.fishmanmarketing.com/?p=5546 Read more >>]]> “I’m Not an Expert, but I Think…”  The Challenge of Client Pitches.

In this brilliant one-minute clip (click here), Mad Men captures precisely how Pitch Meetings can go tragically wrong, in any industry or organization.  And this definitely including law and professional-services firms.

Helpful ad executive Peggy Olson (Elizabeth Moss) has been persuaded to bring her significant professional talents to the flyer for a middle-school dance.  She pitches her expert creative work to two classic church ladies.

… who suggest changes.  De-provements, of course.

This hilariously painful excerpt shows precisely what happens when the client is not in a position to make a good decision.  Peggy’s muted reaction shots are wonderful.

These two old ladies (the event’s Marketing Committee) have no experience, are not the target audience, and can’t possibly recognize how good her work is.  But of course, they have no compunction about insisting upon significant revisions.  And once the first one expresses a concern, the second one jumps on board with her own, and the well-intentioned but equally inexperienced priest enables it.

Of course, everyone is entitled to their own opinions, which to them feel entirely valid — regardless of their lack of expertise or foundation.

Here, Peggy wasn’t able to persuade her “clients,” the church ladies, that they should accept her opinion as the expert.  Clients won’t simply “take your word for it.”  I’ve never met a lawyer who would say, “I hate it, but you’re the expert, so we’ll do what you recommend.”  They shouldn’t — it’s our job as the subject-matter experts to provide them with the education necessary to make an informed decision.  It takes a lot longer, but it’s one of the most-important steps in the process.

A smart client is the best kind of client.  That is, if we actually have the right answer, the real solution to their problem, then someone who is sufficiently educated should recognize that.  So we have to teach them, to put them in a position to make a good decision. And only then should we show them what we’re recommending.

Fortunately, lawyers learn fast.  My mantra is, “Lawyers get it the first time, they just haven’t had the class.”

That’s why when we pitch a new marketing campaign or creative platform for a new website, I insist on being able to give them a PPT presentation in which I give them the education they need before showing them anything we’ve developed.  It only takes ~20 minutes – but it’s often the most-important 20 minutes they’ll spend in their marketing committee that year.

It’s what enables us to turn the website from an online brochure no one will read, into something that helps them take over the world.

From Season Two.

Video and images copyright (c) 2007 AMC Entertainment Network. All rights reserved.

When launching a new brand or website, I think it’s time for a party.

Some firms launch via memo from the marketing committee or managing partner.  What a wasted opportunity!  When we launched Hedrick Gardner’s new marketing campaign and website, their internal team really took it up a notch. Here’s the story:

Recently I wrote about the launch of the Hedrick Gardner “We Don’t Blink” campaign ( See “Smoothing a litigation firm’s sharp edges”), an aggressive new marketing campaign, ad campaign, and website for one of North Carolina’s top litigation firms.  Using a few inexpensive-but-impactful materials and giveaways, the in-house marketers created a series of festive events in three different offices that really helped get their people on board with the brand.

The marketing message is aggressive and shows that the lawyers are strong, tough, and confident trial lawyers, rather than paper-pushing “litigators.”

The tag line is “We Don’t Blink.”  Believe me, they don’t.

Here’s an example of the visuals (on the left), the firm’s dynamic managing partner, Mel Garofalo — one of the region’s top trial lawyers.

They look tough and strong; we spent a little more to get a great photographer.  But the roll-out party showed their collegial culture as well.  When shooting 15 different branding photos for the home page, the terrific photographer had the brains and expertise to shoot some candids as well.

Good photographers shoot what they’re told.

Great photographers see a great photo and take it. 

When rolling out a new logo, website, or marketing campaign, we typically recommend printing the marketing materials on the cakes (described here), which we recommended to the firm’s creative in-house marketers, Alyson Willisand Sara Snavely.  They took this a step farther, using the candids on the cakes — dynamic and charming Managing Partner Mel Garofalo grabbing his tie next to top partner Martha Surles.

On the Wilmington office’s launch-party cake, managing partner Erica Lewis is shown doubled over laughing.

(She burst out laughing right after shooting her “tough” photo, and the savvy photographer captured it.)

And, in the Raleigh office, a little Photoshop and frosting showed the Raleigh office’s new and former managing partners, Jeff Doyle and Tom Buckley, parodying 21 Jump Street.

Then they blew up the Mel-and-Erica shot and cut out the faces to shoot Comic Foreground photos. How many managing partners would agree to that?  But it added to the festivity and boosted morale – and that’s the point.  Smart. 

They also handed out cool “We Don’t Blink” sunglasses:

We launched the site in three offices, starting with a PPT presentation in which I explained the rationale and process behind our work, to get the entire firm educated and bought in. The more people understand the brand, the more they get on board.

The net effect was terrific parties in all offices that helped all personnel buy into the brand, with enthusiastic and well-received speeches by the managing and marketing partners to help boost morale and camaraderie.

Images (c) Copyright 2013 Hedrick Gardner

When launching an aggressive marketing campaign and website for a top litigation firm, we wanted them to be perceived as tough and strong, but still approachable.  Here’s how we walked that fine line, without weakening the campaign:

Hedrick Gardner is one of North Carolina’s top litigation firms — 100 lawyers with hard-core trial skills. They resolve their clients’ business, worker’s comp, and insurance matters efficiently, but are quite happy to pick a jury when the case or situation merits it.

Many commercial litigators are terrified to go to trial (I worked with many of them back when I was a litigator myself).  Deep down, they’re more likely to settle on the courthouse steps, to avoid going to trial.  Their willingness to take a case to trial gives Hedrick Gardner clients a big advantage.  This led to the “We Don’t Blink” tag line, and a variety of analogous headlines, like “We never back down from a fight.”

Here’s the new home page:

I absolutely love this firm and this campaign.

With art photography and in-your-face headlines, we show that the Hedrick Gardner lawyers are strong, tough, skilled, and confident. Marketing Communications Coordinator Alyson Willis (a wedding photographer herself) and Marketing Event Coordinator Sara Snavely supervised the chosen photographer to ensure the lawyers’ expressions walked a fine line – powerful, but not jerks. Fearless, but not mean. Direct, but not harsh.  This is important because we want to show prospects that they’re also friendly and approachable.

That is, you sure don’t want to oppose them at trial, but you’d be happy to grab a beer with them after work.

Here’s Tonya’s strong, confident, branding photo for the home page:

So, to reduce any possibility that the home page banners might convey to prospects that the lawyers are harsh, we asked them to smile in their biography photos, to show their genial personalities.  You know, just in case.

Here’s Tonya’s friendly headshot:

See the point?

Here are some juxtaposed comparisons, below: 

We think these materials are pretty powerful – dramatic and eye catching, but still appropriate for a law firm that had not done any previous marketing of this type.  This is a pretty big first step.

Nice job, guys. 

We saw “The Book of Mormon” recently and really enjoyed it.  Hilarious and thoroughly offensive.

We also saw an especially good example of carefully targeted and executed marketing by LDS — a lesson many law firms could learn.

My wife, a former musical theater singer/dancer, always ensures that we arrive early to read the Playbill and see who she knows in the show.

Here’s the interesting part -

There were three consecutive right-side, full-page ads in the short program, each one with attractive smiling young person and a clever headline – “You’ve seen the play … now read The Book.”  ”The Book is always better.”  And “I’ve read The Book.”  (Below):

Also:  

No lengthy text, just a quick eye-catching photo, an intriguing headline, a photo of the aforementioned “Book”, and a square QR code in the corner.   You can use an app on your smart phone to scan the QR code, which acts like a direct connection to a specific page on the Internet (here’s a screenshot of how it looked on my iPhone):

The QR (Quick Response) code  links to a website with some persuasive videos and information about LDS:

Great idea, great marketing.

Here’s the point:

Law firms too often take the obvious route, e.g. advertising in the local business publication or magazines dedicated to corporate counsel.  These are often good ideas — but it helps to look past them as well.  Dig deeper.  Consider creative solutions.  Think about where your targets go, what they read, what they attend.

Some creative marketer at a meeting in Salt Lake City must have said, “You know, I have a crazy idea – why don’t we become the primary advertiser for ‘The Book of Mormon’ Playbills?”

You’d have to imagine that the LDS community was already discussing what position they should take regarding the show.

I’m glad they took the “if you can’t beat ‘em, join ‘em” approach.

Smart.

All images (c) 2013 The Book of Mormon, and Intellectual Reserve Inc.

Is your firm “Committed to Mediocrity™”?

Tag lines are hard – a few strategically selected words that encapsulate everything you stand for and want your target audience to know about you. It’s the slogan that tells your own people how to act, what makes them different, and help them bring in business. Does your firm have one? Does it stand out? Is it unique and memorable?

Consider FedEx’s brilliant “When it absolutely, positively has to be there overnight.” Nine simple words that tell FedEx buyers precisely what they’re going to get, while simultaneously informing all of its employees what their mission is, and its vital importance.

Law firms tend toward weak platitudes like “Committed to clients” or “Results Matter!” or “When Success Matters!” These vague “we’re totally awesome” statements makes a firm feel good about itself but aren’t specific enough for your lawyers or employees, or differentiating for your target market. They apply equally to nearly every firm in the market (when don’t results matter…?). They’re easy for a committee to agree on (“Good idea; let’s tell people we’re smart!”), but they don’t set you apart in a strategic way that generates revenue. What if FedEx’s slogan was “We mail things!”?

Would Nike be as successful if it allowed a marketing committee to red-pencil “Just do it” into “When you need great shoes”? How would BMW’s vision change if “The Ultimate Driving Machine” became “Your Car Matters!”

Here are law firm tag lines from the Feb-April 2011 issues of Inside Counsel magazine, a publication where many large firms advertise.

• National Firm. Midwest Value.
• Driving Business Advantage.
• The confidence to proceed.
• Canadian Lawyers.
• Deep relationships. Forward thinking. And not just one lawyer. A team.
• More together.
• Top of Mind.
• Singular focus. Outstanding results.
• Intellectual property law by the numbers.
• Driving Business Advantage.

Do you know which law firm is “More together?” Which firm gives you “the confidence to proceed” or “drives business advantage”? How does “Top of Mind” benefit a client?

Here are some examples of brand-related messages we’ve created that are clearer and catchier. They help define the firm internally and externally. They set the tone and help the firm stand out in a meaningful way. They give the lawyers something to say in new-business meetings when the prospects ask, “How is your firm different?”

They act as the platform for a larger campaign that helps the lawyers sell new business. It aids recruiting by defining the personality type and skill set of the laterals they should seek to hire.

Below are twenty law firm tag lines to compare and consider, that support a range of firms, practices, industries, and strategies. They are, of course, just a small part of larger campaigns, but their role can be significant in setting the tone, breaking the ice, and helping create a dialogue. OK, maybe they’re not the nation’s 20 absolute best law firm tag lines, there are some pretty good ones out there, but these are a pretty good start.

Two hours. Period.™

Laner Muchin, Chicago. The world’s most-responsive law firm. A labor and employment boutique where every client phone call is returned within two hours, even less in emergencies.

Seriously Unbelievably Client Service.™

Sandberg Phoenix, St Louis. The nation’s first firm to offer clients a written service guarantee. Their clients rate them an A+ in objective surveys.

Small but mighty.™

Novack and Macey, Chicago. A small litigation powerhouse with an amazing record of success at trial.

The Art of Law.™

Williams Parker, Sarasota, FL. High-quality full-service lawyers targeting a conservative tax and estate-planning audience in arts-oriented Sarasota, FL.

A law firm that really moves.™

Goldberg Simpson, Louisville. A dynamic, entrepreneurial, full-service firm.

Bigger is good. Smarter is better.™

Schopf & Weiss, Chicago. High-powered litigation boutique that beats larger firms by finding the uniquely creative, winning strategy.

Our name is easy to remember. Our work is hard to forget.™

Bryant Miller Olive, Florida. A finance-oriented firm using an “Olive”-themed campaign to generate name recognition (See www.bmolaw.com)

Putting Imagination to Work.™

Shefsky & Froelich, Chicago. An innovative full-service law firm whose culture teaches its lawyers to find the unique solution to its clients’ problems.

Product LiABILITY™

Carlton Fields, Florida. National products liability-specific practice campaign for prominent Florida-based firm.

Ready for Trial.™

Murphy & Hourihane, Chicago. Trial-oriented litigation boutique that declares that they are “Ready for trial” in nearly the first court status call.

Fewer Lawyers. Bigger Impact.™

Massey & Gail, Chicago/DC. Dynamic litigation boutique intending to stay small and highly skilled, with minimal leverage.

Bug Law™

Crosslin Slaten & O’Connor, Alabama. Full-service firm that targeted and dominated the pest control industry.

The Label is as Important as Your Wine.™

FB Rice, Australia. IP practice, brand-protection for the Australian wine industry.

Lawyers You Want to Know.™

Gordon Arata, Louisiana/Texas. Full-service firm with a friendly, client-oriented culture. They handle tough litigation cases, but their clients love them.

Extremely Floridian™

Gray Robinson, Florida. Full-service firm with statewide coverage, and a unique understanding of Florida.

For Litigation Results. Come to our House.™

Hinkhouse Williams Walsh, Chicago. Experienced litigation boutique, building name recognition around its unique name.

Built for Speed.™

Levenfeld Pearlstein, Chicago. Aggressive, full-service firm with especially dynamic leadership.

Vedder Price. Vedder Equipped.™

Vedder Price, Chicago/NY/DC. Practice-specific name-reinforcing campaign for one of the world’s leading Global Transportation Finance practices.

The Lettuce Lawyers.™

Noland Hamerly, California. Full-service firm’s targeted agricultural industry campaign.

We make the complex simple.™

Segal McCambridge, Chicago. National class action defense firm that emphasizes winning at trial by simplifying the issues for the juries in complicated cases.

Consider whether your tag line is equally applicable to your competitors. If it is, your marketing is wasting an opportunity. Take a step back, rethink your strategy, and focus on a message that helps you stand out and achieve measurable ROI for your marketing investment.

MAY 4 UPDATE:

Honored to have been picked up in Non-Sequiturs: 05.04.11 by the must-read Above The Law Blog:

“* Law firm taglines. If I had a firm, mine would be: “If I wouldn’t vote for you, I sure as hell won’t represent you.” But that’s probably why I don’t have a firm. [Ross's Law Marketing Blog]“

When launching a new marketing campaign, it’s time for a party!

Law firms aren’t especially fun environments, so we shouldn’t waste the opportunity to celebrate good news, like the launch of a new brand identity, ad campaign, or website.  You can celebrate anything if you set your mind to it.

Whenever we launch a new marketing campaign, we try to arrange an educational presentation, to teach everyone the message and the rationale for it – how it’s going to help the firm achieve its strategic objectives and build a bright new future for everyone.  The better they understand it, the more likely they are to support it over the long term.

And we follow up the educational session with a rollout party, to make it even more tangible and meaningful — and every party needs a couple sheet cakes.

And with new frosting technology, we always reproduce the new logo or ads in photo-quality, high-res frosting.  Most grocery store chains and bakeries can create these with special edible-ink printers.  Above are two of the cakes from the branding rollouts for “Large yet Agile” Hawley Troxell.

My favorite example was marketer extraordinaire Caroline Berger at Novack and Macey, who had the “Small but Mighty” cakes made out of fondant!  Here’s the Tepin pepper cake, which matched one of the primary ads.  (We also served some VERY hot salsa at the party, to fit the pepper ad.)

Beautiful and delicious:

A number of years ago, after speaking on marketing and branding at an association of court reporters, we’d received a lot of interest in developing some brand-related ads for smaller, local and regional court reporting companies.

There were a few large national companies that were consolidated collections of smaller companies, but much of the industry was small local companies that couldn’t afford to create the high-quality marketing materials used by the national giants.

At the request of a number of smaller court reporting companies, we developed a series of visually interesting ads and materials with headlines that could be tailored to help smaller firms convey their message and differentiation, like this Steno version.  We license them locally, providing one cost-effective solution to one of their marketing challenges. Here’s one below.  Others are online here. 

If you’re interested in learning more about them, or possibly using them to market your own court reporting service, please contact Ross Fishman at 1-947.432.3546 or moc.gnitekramnamhsifnull@ssor.

Ads and images (c) Copyright 2012 Fishman Marketing, Inc.  All rights reserved.

“Defense Lawyers.  Defense Leaders.”

We developed an integrated marketing campaign for FDCC, the Federation of Defense & Corporate Counsel.  It’s an international honorary association of 1,000 of the absolute best defense litigators and in-house professionals.  ”From the courthouse and in-house.”

It’s an astonishingly credentialed organization; I’m not sure the CIA vets its spies as vigorously or rigorously as the FDCC does its members.

There are a handful of these types of groups, and many of them look somewhat alike.  The challenge is to figure out the difference, and market it effectively.  One of the problems is its tag line, although technically accurate, is a bit more descriptive than memorable.  Here’s what they had been using: 

“An organization of recognized leaders in the legal community dedicated to representation of insurers and corporations.”

Technically accurate, but a bit generic, and entirely too bland for a dynamic group like this. 

Instead, we’ve recommended, “Defense Lawyers.  Defense Leaders.”

Four words. Alliterative.  And it says who they are, what they do, how they do it, and includes both the lawyers and litigation managers who may not be lawyers, but are leaders nonetheless. 

Pretty good, we think.

There’s a lot more to this campaign we’ll write about later.  But this is a nice start.

I have to say, if I need a litigator in some geographic area where I don’t know someone, I’d look hard at the FDCC member.  They’ve vetted their members far beyond the ability of any individual client or prospect to have done so.  We just need to tell their story more visibly – it’s pretty compelling. 

Not only do they ask for references, they seek information from the judges they’ve practiced in front of, the opposing counsel they’ve tried cases against, co-counsel, clients…  They send dozens of letters seeking comment – often over 100 or 200 distinct communications looking for feedback.  No, really. They’ll send as many as 200 info-seeking letters, calls, and emails to judges, former clients, etc.

I’m only glad my wife didn’t seek this enhanced level of scrutiny before saying “I do.”

Marketing your firm within an international network.

That is, how can you increase the flow of referrals you receive from the other members of your network (e.g. Lex Mundi, Meritas, Lawyers Associated Worldwide (LAW), International Lawyers Network, ALFA, State Capital Group, World Services Group, TerraLex, Avrio-Advocati)?

I was speaking at the annual meeting of MSI Global, one of the world’s leading international professional-services firm networks.  It’s unique because the network combines both law and accounting firms.

So, if your firm is part of an international network, is there anything YOU can do to market yourself more effectively, to leverage the in-person networking and relationship-development activities?