Your firm’s best marketing investment could be a CBO. [This is the second half of a blog post arguing that law firms that want to charge higher rates, enhance their business development, and improve their lateral hiring should hire a…
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Imagine your neighborhood is devastated by a flood. You fled with just the clothes on your back. Your business was destroyed, and your health is in doubt. You’re concerned about your family, your friends, your finances, your future. It’s horrific….
Are you getting pressured to cut expenses? When business is declining or the marketplace is starting to panic, firms start making decisions they hope will protect them. Months or years later, some analyze the efficacy of these choices to see…
Law firms need Chief Branding Officers. In Law and every other profession, the firms with the strongest brands charge higher rates and generate greater profits. If you want to credibly charge more per hour, you must convince the market that…
Marketer: “When I want to get the lawyers on board, I always make it their idea.” I’ve never cared for that approach — that’s not respecting the lawyers as intelligent adults. That’s infantilizing them; it’s treating them like children whose…
Do you know any Law Students? My new book is out! “The Ultimate Law Student Get-A-Job Checklist: A step-by-step guide to help every student land a great job.” It’s designed to help ALL law students use personal-branding techniques to get…
The Top 10 Rules for Client Endorsements. Here’s my latest “Marketing Matters” column in the ALA’s Legal Management magazine, “The Top 10 Rules for Client Endorsements.” Click this link for the pdf: ALA Ross Fishman article – The Top 10…
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….
“Holy sh*t. The Family Guy writers think you’re hilarious, Ross.” .– Danny Smith, Executive Producer, Family Guy* I’ll bet some of you suddenly think I’m pretty darn funny. Why? Because testimonials from credible sources are extremely persuasive. As such they should…
What’s the MOST-important info to add to your marketing? We all notice effective marketing. It commands your attention and makes it impossible to miss. We don’t even notice that we’ve noticed; we just subconsciously read or remember it. As a branding consultant, I…
