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…
Let’s look at the data. Where do your eyes go? 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…
“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…
How to Collect Ongoing Marketing Info Inside Your Firm [A sample memo you may circulate is below.] It can be pretty tough to collect information inside a law or accounting firm. People are busy; they’re often billing hourly, and when…
Go ahead. I dare you to read this. Below is the first paragraph of the biography of a well-known banking attorney at a national law firm. Please read it carefully. Point to the exact word if you find yourself skimming this:…
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