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Vanity Directories - selling ego to lawyers

How to Decline ‘Who’s Who’ and Vanity Directories

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How to Decline “Who’s Who” and Other Vanity Directories [At the bottom is a template memo you may circulate within your firm to explain to your lawyers why you will not be buying an ad in a vanity directory.]  Introduction I’ve written extensively about “Vanity Directories” like Who’s Who and other debatable, spurious, or pay-to-play “honors” that resemble Read more >>

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Branding FIVE Litigation Firms: 5 Law Firm Case Studies

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We recently launched five Litigation websites. On the surface, the five law firms seemed relatively similar — dynamic boutiques led by tough, trial-oriented killers who routinely give opposing counsel the fight of their lives.  But they were each much more than that.  Each firm’s brand needed to showcase its unique style, approach, personality, and differentiation. More than just Read more >>

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THIS is What a Real Commitment to Diversity Looks Like.

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A Law Firm Committed to Diversity. Most lawyers recognize the importance of Diversity. Strict homogeneity can lead to an equally homogenous approach or outlook.  When applied to client representations, creativity can be stifled. Innovative solutions can be overlooked. But we also know that in real life, Diversity can be hard. Firms know it’s important, but often struggle to Read more >>

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Two Similar Ads: Law Firm vs. Coffee Maker.

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Is imitation “the sincerest form of flattery?” “There are no new ideas.…” I get that. But I did a double-take after seeing this ad in Wired magazine’s November 2015 issue. We developed this same idea a couple years ago for the largest Idaho-based law firm, Boise’s Hawley Troxell. Our “Large, but agile.” message was that Hawley Read more >>

Engelman Berger Are You My Mother Cover Holiday Cover

A VERY unique holiday card: ‘Are You My Lawyer?’

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Holiday Card: “Are You My Lawyer?” We all remember the childhood classic “Are You My Mother?” by P.D. Eastman (1960). Well I received an interesting parody of it, “Are You My Lawyer?” by “E.B. Funny.”  It was created as a holiday card by Phoenix’s 11-lawyer Engelman Berger,  They’re a pretty creative bunch and have done some memorable marketing over the Read more >>

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“The Cubs Win the World Series!” An old law firm ad.

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Life isn’t easy when you grow up as a Cubs fan. I had my little 9-year-old heart broken in 1969, and things haven’t improved much in the 45 years since then. Anyway, back in 2007, Fishman Marketing represented a terrific St Louis law firm that offered its clients a remarkable Client Service Guarantee.  We created a new Read more >>

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Client – ‘I don’t believe in hammers.’

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“I don’t believe in hammers.” Client – “I don’t read marketing.”   Uh, yeah, you do. And I’ll prove it.  Let’s start here. What is this bottle? Do you know what product it’s marketing? Perhaps the name of the company? Of course you do, it’s Absolut vodka. How about this shape?  There’s no label on Read more >>

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Unique conference giveaway. I bet you don’t have one of these.

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Unique conference giveaway.  I was speaking at the Lex Mundi annual conference in New Orleans recently on the topic of how to increase the referrals within an international law firm network. The program was hosted by the Jones Walker law firm.  The firm’s experienced Chief Marketing Officer (CMO), Kim Perret, had a clever conference gift for the attendees — Read more >>

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THIS is how to handle the death of one of your people.

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Obituaries are difficult. I think the true quality of a law firm or accounting firm can be judged by how it responds to the death of one of its people. There was a lot of coverage recently regarding the death of a Chicago lawyer in an international firm; suicide was a possibility. He had been Read more >>

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TODAY is the best time ever to market your firm.

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Right NOW could be the best time ever to market your firm.  We may not see another opportunity like this for a generation. When times are good, everyone’s marketing. Competition is brutal. The playing field is crowded with cash-rich competitors spending money vying for attention. Not today. Firms are doing much less image-building than they do Read more >>

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