LPM Ross Fishman 20th anniversary article

A tongue-in-cheek recollection of LMA’s first 20 years.


A light-hearted recollection of LMA’s first 20 years. The Legal Marketing Association is celebrating its 30th anniversary, an amazing accomplishment. Click here for the LMA video detailing some of its many accomplishments.  Ten years ago, I wrote a cover story for the ABA’s Law Practice Management magazine detailing my recollections of  the first 20 years Read more >>

Airline ads legroom

Here’s what can happen when everyone uses the same differentiator…


Here’s what happens when everyone uses the same differentiator… One branding challenge law firms have is that they tend to say the same thing. And when that many lookalike competitors convey the same message, it can be hard to stand out.   And, of course, it’s not just law firms. Below is an unfortunate example of this in Read more >>

Ad CPA accountant Bend over grab ankles 2 GREAT

(Mildly NSFW) In honor of Tax Day: “Bend over and grab your ankles.”


In honor of Tax Day: “Bend over and grab your ankles.” As Tax Day looms, here’s one of my favorite old accounting firm print ads. We didn’t develop this one, but I have used it many times in marketing, branding, and differentiation presentations to law firms and CPA firms as a good example of (a) Read more >>

Who's Who / Who Cares Who's Who

Should we be in “Who’s Who” publications?


Q: Our lawyers have been invited to be part of both Best Lawyers and Who’s Who. Are those good? Should we participate? A: “Best Lawyers” is credible and, in my experience, the people who are selected belong there. Pick a practice area in your city where you know the names of the major players and I think Read more >>

Ross school photo

“When you know you’re right, stick to your guns.”


When you know you’re right, stick to your guns. I learned a valuable lesson when I was 8 years old. I was in Miss Eck’s third-grade class at Ravinia School in Highland Park, IL. Nancy Eck was a young, energetic, creative teacher – her class was fun and she inspired us to learn. We were studying tornadoes in Read more >>

CLA Logo red box

Marketing an International Law Firm Network (Post 3 of 3)


  [This is the third and final segment of a three-part blog post regarding how to market an international law or accounting firm network. The first post discussed how (a) the firms’ member contacts can market themselves within the network, and (b) the member firms can get better known within the network. The second post discussed how Read more >>

Ernesto Corbero Three Lawyers and a Judge SHOE

Why must I sculpt a WOMAN lawyer?


“You were supposed to make one of the lawyers a girl!” I like Catalan sculptor Xavier Corbero. I like his abstract style and the shape and scale of his pieces. One of them sits in the lobby of a beautiful Chicago office building, 77 W. Wacker Drive, which rents to many prominent law firms like Dechert, Jones Read more >>


The 30 Best Law Firm Tag Lines Ever. (3 of 3)


The 30 Best Law Firm Tag Lines Ever. (Blog post 3 of 3) Tag lines are hard – a small handful of strategically selected words that encapsulate everything you stand for and want your target audience to know about you. In this 3-part post, we detail some of our favorites, along with some of the background Read more >>

Experience Creativity Results

Law Firm Tag Lines: “Word. Word. Word.”


Law and CPA Firm Tag Lines: “Word. Word. Word.” Let’s declare 2015 to be the end of the “Three one-word sentence” tag lines. Particularly alliterative ones, like “Expertise. Excellence. Efficiency.”  For both law firms and accounting firms, the most-overused three words in this category seem to be “Experience. Creativity. Results.” (A few actual examples of these Read more >>

Ross Fishman Marketing speaking presenting Ethics CLE

CBA WEBINAR: Playing the Google Game – Marketing Yourself Online.


WEBINAR TODAY: Playing the Google Game – Marketing Yourself Online. FEB 4, Noon-12:45 p.m. What happens when someone Googles your name? Take a look to see how well your professional story is being told. Most often, your website bio and LinkedIn profile come up, but what’s left is not personalized or impressive enough to interest Read more >>

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