Below is a collection of some our most popular articles.
Persuading lawyers is hard. Here are the necessary steps. (Video Part 1) I’ve worked closely with hundreds of legal marketers and administrators, and I have seen many of them repeatedly making the same mistake, drastically decreasing their effectiveness and career…
Consider doubling your local post-merger rebranding budget. Then you should probably double it again. In the October 2016 issue of Chicago Lawyer, I wrote a Letter to the Editor that I hope management committees can benefit from, and marketers can…
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 version of the previous site? Or…
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…
The Top 25 Law Firm Website Clichés to Avoid. 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…
(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…
VIDEO: Top 10 Law Firm Website Marketing Cliches to Avoid at All Costs! Here’s a 4-minute excerpt from one of Ross Fishman’s most-popular speeches, discussing the most-prevalent and -unfortunate cliches law firms use on their websites, advertisements, brochures, newsletters, and…
The 20 Best Law Firm Tag Lines. Is your firm “Committed to Mediocrity TM”? 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…
How much should you spend on PR and ads? On the LMA listserv, someone asked how much should be spent on advertising and public relations. The answer, as it often is, is there’s no single “right” answer beyond “it depends.”…
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