Your law firm’s use-it-or-lose-it marketing budget Professional firm marketing budgets are like The Pentagon’s defense budget — every year you get a budget which you must spend down to zero or you lose those dollars entirely at the end of…
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Tag lines are hard. Really hard. They’re 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 favorite tag…
Slogans/Tag lines are 5-word novels. (2021 update. Blog post 2 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…
Tag lines are trickier than you might expect. (First of 3 posts) 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. It’s…
Tom Cruise doesn’t stop in the middle of a movie to poll the audience. Good material that’s well presented doesn’t need gimmicks to keep attendees from leaving. If they need to keep viewers paying attention with surveys or other artificial…
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…
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…
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…
Donating toiletries to poor schools or women’s shelters. [2018 update] Leaving a three-day conference at a 5-star resort, I bagged two nights’ worth of quality hotel soap, shampoo, conditioner, lotion, shower gel, shower caps, sewing kits, and pocket combs to bring home…
