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Free Goldfish, Zebra Robes, and Law Firm Branding

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Goldfish, Zebra Robes, and Law Firm Branding [2016 update]  I gave a “Branding, Differentiation, and Firm Culture” presentation in Seattle and the law firm put me up at the Monaco Hotel. I love all the quirky Kimpton family hotels. The rooms are all unique and different, with funky furniture and furnishings. At a Monaco, it’s Read more >>

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Holiday cards. Don’t sign them? Don’t send them.

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Are You Sending a Generic Unsigned Holiday Card? Here’s the rule:  If you won’t sign them, don’t send them. I always get a year-end holiday card from my best friend, a terrific lawyer I’ve known for 40 years. We shared our first beer together. I refer him lots of business. The card, his 17th-consecutive snowy Read more >>

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Great Website Design Isn’t Pretty. It’s Effective.

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Great Website Design Isn’t Pretty. It’s Effective. What’s nice about eye-track testing is that it shows precisely what grabs your viewers’ attention, what they see, in what order, and how long they linger at each point. That’s incredibly powerful data. In important cases, trial lawyers don’t guess what’s going to work with the jury, they Read more >>

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Law Firm Holiday Cards – Do’s and Don’ts

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[This is an updated repost of a popular pre-holiday rant] Law Firm Holiday Cards – Do’s and Don’ts Q: Are holiday cards effective? A:  I think that they can be considered one more nice way to stay in touch, to send a friendly communication to a large number of clients and prospects all at once.  Read more >>

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Rebranding After a Merger is Harder Than You Think

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Rebranding After a Merger is Harder Than You Think In the freshly redesigned October 2016 issue of Chicago Lawyer, I wrote a Letter to the Editor that I hope management committees can benefit from, and marketers can use as ammunition with their marketing committees as they develop the merger-marketing budget (particularly if you’re the firm getting “bought”). Read more >>

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Awful law firm websites: The ‘Small-Firm Trifecta.’

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Awful law firm websites: The “Small-Firm Trifecta.”  Nothing says “Small, mediocre law firm” like a website home page full of obvious stock photos and free clip art. And in my opinion, the worst of the worst are those that combine multiple clichés in a single photo.  The most popular of these photos for law firms is Read more >>

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“How will prospects know I’m awesome if I don’t tell them?”

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“How will prospects know I’m awesome if I don’t tell them?” Hi. It’s Ross. Let me tell you a few things about myself: I’m excellent. I have integrity. I’m responsive. I’m experienced. I’m technically knowledgeable. I’m legally effective. I’m a partner who understands your business. So? Did I persuade you? Do you want to hire me? Read more >>

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Eight Law Firm Branding/Website Makeovers: 8 Before-and-Afters

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Eight Law Firm Branding/Website Makeovers: 8 Before-and-Afters For most new law firm websites, I think the most-interesting question is how big an improvement is it over the previous one(s).  Is it just a polished-up 2016 version of the previous site?  Or is it a significant strategic overhaul as well? Did the website developer help facilitate a massive upgrade Read more >>

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The Top 25 Law Firm Website Clichés to Avoid. (2016 Update. PART 2.)

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The Top 25 Law Firm Website Clichés to Avoid. (2016 Update. PART 2.) Part 1 is available here. 11.  [The Image:] Scales of justice (Similar scales are also used by drug dealers) [What it means:]  “Still just lawyers.” 12.  Dart boards (often showing three darts in the bullseye) “We’re on target.” (Or spent your youth in British Read more >>

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The Top 25 Law Firm Website Clichés to Avoid. (PART 1)

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The Top 25 Law Firm Website Clichés to Avoid. (2016 Update. PART 1) As a group, lawyers are quite literal, often too literal for good marketing. As a result, more than half of law firms simply illustrate their website home pages with the obvious icons that represent the general concept of “Law,” like columns, jury boxes, striped books, Read more >>

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