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# Fishman Marketing

## Sitemaps

- [XML Sitemap](https://www.fishmanmarketing.com/sitemap.xml): Contains all public & indexable URLs for this website.

## Posts

- [Blog](https://www.fishmanmarketing.com/blog-2/) - Big Laughs & Big Ideas. ChatGPT & AI at the NACTT Conference By Ross FishmanMarketing Training and Firm Retreats, Strategy NACTT President Lon Jenkins said my presentation “reminded him of John Mulaney!” High praise indeed – I LOVE John Mulaney. So, check out this quick 30-second clip. It’s mostly the 600 Chapter 13 bankruptcy trustees, debtor and creditor lawyers,
- [Why Do Accounting Firms Use Initials Instead of Names?](https://www.fishmanmarketing.com/why-do-accounting-firms-use-initials-instead-of-names/) - Accounting/CPA firms like using initials instead of names. That's a terrible idea; random initials don't mean anything. But you CAN effectively brand a NAME.
- [Big Laughs & Big Ideas. ChatGPT & AI at the NACTT Conference](https://www.fishmanmarketing.com/big-laughs-big-ideas-chatgpt-ai-at-the-nactt-conference/) - Keynoted NACTT for 600 trustees on ChatGPT, AI, & Law. Big laughs, big ideas — the future is here. Thanks to all who joined! Let’s talk AI, law & laughs!
- [Next Wednesday’s CLE Webinar: ChatGPT and AI for Lawyers](https://www.fishmanmarketing.com/next-wednesdays-cle-webinar-chatgpt-and-ai-for-lawyers/) - Lawyers -- curious about ChatGPT but not sure where (or how) to begin? Join me for a free, highly-rated CLE session on ChatGPT and Generative Artificial Intelligence in Law — a practical, hands-on guide that’s already earned 5-star reviews at a dozen conferences from Des Moines to Dubai! 🗓 When: Next Wednesday, November 5 🕛
- [How NASA Used Marketing to Sell Us John Glenn.](https://www.fishmanmarketing.com/how-nasa-used-marketing-to-sell-us-john-glenn/) - NASA used savvy marketing and public relations strategies to sell the space program to an American audience, including heroic astronaut and senator John Glenn.
- [ChatGPT, Generative Artificial Intelligence Stole My Blog!](https://www.fishmanmarketing.com/chatgpt-generative-artificial-intelligence-stole-my-blog/) - "The same odds as winning the lottery twice while being struck by lightning and bitten by a shark." It was the craziest thing. I was doing a bit of quick research on best practices for writing congratulatory ads — those straightforward, sometimes creative messages that law firms and businesses post whena client or colleague receives
- ['College on a Raft,' Storytelling, and Law Firm Marketing.](https://www.fishmanmarketing.com/college-on-a-raft-storytelling-and-law-firm-marketing/) - "College on a Raft" and Law Firm Marketing. My third son, Jonathan, is a high school junior. Darn smart kid, he's getting all sorts of daily mail from colleges all over the US. Good ones, great ones, many I've never heard of. Piles of college mail arrive every day, all offering the same thing. Smiling
- [The 10 Hottest Law Firm Retreat and Training Topics for 2025](https://www.fishmanmarketing.com/top-ten-hottest-law-firm-retreat-topics/) - Law firms are using retreats to reinvigorate relationships, and learn critical skills like Generative AI and ChatGPT. Here are the hottest new training topics.
- [The 10 Marketing Classes Law Firm Associates Need in 2024](https://www.fishmanmarketing.com/best-law-firm-associate-marketing-training-classes-programs/) - Pandemic-era technology like Zoom webinars made training much easier. Here are 10 marketing and BD topics all law firm associates should receive this year.
- [10 Top Tips for Writing Newsletters or Alerts That Get READ](https://www.fishmanmarketing.com/five-critical-tips-for-writing-newsletters-and-alerts-that-get-read/) - Here are the 5 best writing tips to help lawyers write simpler and more useful alerts and newsletters to increase their value, impact, and reader engagement.
- [THIS is What a Real Commitment to Diversity Looks Like.](https://www.fishmanmarketing.com/this-is-what-a-real-commitment-to-diversity-looks-like/) - Constangy, one of the largest labor & employment law firms, undertook a major diversity initiative. Here's some info, including some of the marketing material.
- ["We're Smart. We're Old. And We're the Best at Everything."](https://www.fishmanmarketing.com/were-smart-were-old-and-were-the-best-at-everything-book/) - FREE download of Ross Fishman's best-selling strategy and branding book, including hundreds of examples of the best law firm marketing, ads, brands, and logos!
- [Law Firm Taglines:  "Word. Word. Word."](https://www.fishmanmarketing.com/law-firm-tag-lines-word-word-word/) - Law firm tag lines/slogans are challenging to create. And three one-word sentences ("Experience. Creativity. Results.") are simple bragging. Be different!
- [White Castle Sliders and Law Firm Taglines.](https://www.fishmanmarketing.com/white-castle-sliders-and-law-firm-tag-lines-2/) - If your tagline [or tag line] is "Committed to Quality," we'd suggesting thinking harder about what makes you special or unique and focusing on that.
- [White Castle Sliders and Law Firm Taglines](https://www.fishmanmarketing.com/white-castle-sliders-and-law-firm-tag-lines/) - If your law firm claims to be "Committed to Quality," perhaps you should rethink your differentiation. Find something more meaningful to focus on.
- [Ross named a Lawdragon "100 Global Leader in Legal Strategy"](https://www.fishmanmarketing.com/ross-named-a-lawdragon-100-global-leader-in-legal-strategy/) - Lawdragon is a top publisher that annually honors 100 "global strategists and consultants" Congratulations to Ross Fishman for having been selected again.
- [Keynote: ChatGPT4, Generative AI, & The Scary Future of Law](https://www.fishmanmarketing.com/keynote-chatgpt4-generative-ai-the-scary-future-of-law/) - ChatGPT4 and generative artificial intelligence is the hottest law firm retreat and keynote topic. Let's talk about how it will affect the future of law!
- [Improve Law Firm Recruiting with Strategy & GRAPHICS (2of2)](https://www.fishmanmarketing.com/want-better-recruiting-results-try-this-instead-2-of-2/) - Law firms can spend millions of dollars on headhunter fees to hire lawyers. If they used more innovative marketing, they could achieve better results, cheaper.
- [Improve Law Firm Recruiting with Strategy & Graphics (1of2)](https://www.fishmanmarketing.com/dont-pay-headhunters-to-do-your-recruiting-do-this-instead/) - Law firms can spend millions of dollars on headhunter fees to hire lawyers. If they used more innovative marketing, they could achieve better results, cheaper.
- [Branding Litigation Firms: 10 Examples with PICTURES! (2of2)](https://www.fishmanmarketing.com/branding-litigation-firms-10-law-firm-case-studies-part-2/) - Branding litigation firms. TEN unique case studies of WordPress websites for top trial law firms. How do you find and convey their unique essence? Part 2 of 2.
- [Branding Litigation Firms: 10 Examples with PICTURES! (1of2)](https://www.fishmanmarketing.com/branding-five-litigation-firms-5-law-firm-case-studies/) - Branding litigation firms. TEN unique case studies of WordPress websites for top trial law firms. How do you find and convey their unique essence? Part 1 of 2.
- [Obituaries are difficult. Here are some practical steps.](https://www.fishmanmarketing.com/this-is-how-to-handle-the-death-of-one-of-your-people/) - Law firms must occasionally deal with the death of their lawyers or professionals. Here's how to handle the obituary and other related details sensitively.
- [Branding & Website Makeovers: 10 Powerful Before-and-Afters](https://www.fishmanmarketing.com/eight-law-firm-brandingwebsite-makeovers-before-and-afters/) - Law firms may love, like, tolerate, or hate marketing. The websites often reflect their views. Here are 8 makeovers that show before and afters examples.
- [Today, Every Lawyer Can Be a Trusted Advisor](https://www.fishmanmarketing.com/today-every-lawyer-can-be-a-trusted-advisor/) - Being a client's "Trusted Advisor" is many lawyers' highest aspiration; we want to be their inside, go-to person for tough issues. Here's how to get there.
- [The Top 5 Reasons Your Law Firm Can't Cross-Sell](https://www.fishmanmarketing.com/the-top-5-reasons-your-law-firm-cant-cross-sell/) - Cross-selling is harder than most firms imagine. Here are the top five obstacles that prevent professionals from expanding their client relationships.
- [Why cross-selling today is vital. And dangerous...](https://www.fishmanmarketing.com/why-cross-selling-today-is-vital-and-dangerous/) - Cross-selling is difficult under ideal circumstances. But under stressful conditions it's even more dangerous, risking damaging positive client relationships
- [Cross-Selling is Hard! Here Are 18 Reasons Why. (Part 1)](https://www.fishmanmarketing.com/cross-selling-sucks-here-are-18-reasons-why-part-1/) - Cross-selling or cross-marketing is called "Five times easier than getting a new client." It's not, in fact, it can be much harder. Here's 18 reasons why.
- [Cross-Selling is Hard! Here Are 18 Reasons Why. (Part 2)](https://www.fishmanmarketing.com/cross-selling-sucks-here-are-18-reasons-why-part-2/) - Cross-selling is much harder than lawyers and marketers realize. Here are some of the subtle but critical obstacles that must be overcome to be successful.
- [25 Law Firm Website Clichés to Avoid. (Update, Part I)](https://www.fishmanmarketing.com/the-top-25-law-marketing-cliches-to-avoid/) - Too many law firm websites have no brand or message; they just show bland "Law" photos like columns and gavels. Lawyers must try harder. Here's what to avoid.
- [The 30 Best Law Firm Tag Lines Ever. (2024 update, Part 1 of 3)](https://www.fishmanmarketing.com/the-20-best-law-firm-tag-lines-is-your-firm-committed-to-mediocrity-tm-2/) - A good tag line or slogan can set the tone for your law or accounting firm, and tell targets what to expect. Here are 30 of the best tag lines ever. In 3 parts.
- [Giant-Initial Logos Tend to Stink](https://www.fishmanmarketing.com/giant-initial-logos-tend-to-suck/) - Shorter firm names tend to work better. Firms shrink their logos one of two ways: either use fewer names or initials. We worked with a terrific litigation firm, Galloway, Johnson, Tompkins, Burr & Smith. This had been their logo for many years. It's a very common logo structure, particularly for firms with four or more
- [New Firm Retreat, Keynote, CLE, and Marketing-Training Video](https://www.fishmanmarketing.com/new-retreat-cle-and-marketing-training-video/) - The law firm marketing training and CLE market changed. In-house professional development experts do more of the hiring. So a speaker demo video was important.
- [So, what's the Litigation Counsel of America (LCA)?](https://www.fishmanmarketing.com/so-whats-the-litigation-counsel-of-america-lca/) - Many lawyers and marketers have asked for insider information about the Litigation Counsel of America. This is an overview of my experience with LCA
- [Artificial Intelligence Will Revolutionize Law (1/3)](https://www.fishmanmarketing.com/artificial-intelligence-and-big-data-will-revolutionize-law-part-one/) - Artificial intelligence and large language models (LLM) will disrupt the legal profession while improving the accuracy of diagnoses and predictions.
- [Our favorite new website and marketing campaign](https://www.fishmanmarketing.com/our-favorite-new-website-and-marketing-campaign/) - Industry-based marketing is among the most efficient and effective approach for law firms. This initiative by Drinker Biddle was one of our favorites.
- [How do you market an insurance-litigation firm?](https://www.fishmanmarketing.com/how-do-you-market-an-insurance-litigation-firm/) - New Orleans' Galloway is among region's finest insurance-litigation law firms, but competition is tough. Here's the story of the rebrand to help them stand out.
- [Great Website Design Isn't Pretty. It's Effective.](https://www.fishmanmarketing.com/great-website-design-isnt-pretty-its-effective/) - When designing a website, it's important to know what brand visuals and layout conveys your message most effectively. Eye-track testing can provide the data.
- [Is shampoo more interesting than a law firm?](https://www.fishmanmarketing.com/is-shampoo-more-interesting-than-a-law-firm/) - If marketers can make low-end commodities like shampoo seem thrilling, why is it so hard to use emotion to show the important of lawyers and accounts?
- [How can you (safely) shorten a law firm's name?](https://www.fishmanmarketing.com/how-can-you-safely-shorten-a-law-firms-name/) - A recent branding trend is to shorten law firm names and redesign the logos. This can cause internal problems. Here's how to accomplish this successfully.
- [Should law firms pay associates to market?](https://www.fishmanmarketing.com/q-should-law-firms-pay-associates-to-market/) - Law firms look for ways to encourage their associates to market more, often creating bonus structures to motivate them. This describes why that's misguided.
- [The Single MOST-Important Business Card Tip.](https://www.fishmanmarketing.com/the-single-most-important-business-card-tip/) - Networking is a critical skill for lawyers. But they often forget to bring them to conferences, meetings, etc. Here's how to have cards when you need them.
- [Can Consultants be Trusted to Speak at Conferences?](https://www.fishmanmarketing.com/can-consultants-be-trusted-to-speak-at-conferences/) - Do Consultants Often “Sell from the Podium?” Tim Corcoran ably summarized the feelings of many consultants and professional speakers with a recent blog post which includes this excerpt: “Major conferences often have a bias for in-house professionals as presenters. “We must be protected from vendors trying to sell us something,” they say, thereby eliminating input and advice
- [“How will prospects know I’m awesome if I don’t tell them?”](https://www.fishmanmarketing.com/how-will-prospects-know-im-awesome-if-i-dont-tell-them/) - Many lawyers confuse marketing with bragging, making bold, unsubstantiated positive claims about themselves in their ads or websites. This isn't effective.
- [The law firm race to get "Big" is a race to the middle.](https://www.fishmanmarketing.com/the-race-to-get-big-is-a-race-to-the-middle/) - Fast-growing elite law firms are acquiring lower-credentialed smaller firms, reducing their overall resumes. Can a high-end brand have mid-tier lawyers?
- [Does your website company have a Capt. Kirk?](https://www.fishmanmarketing.com/does-your-website-company-have-a-capt-kirk/) - 9 out of 10 website companies are led by geeks not strategists i.e. Mr. Spock, not Capt. Kirk. But to go to the next level, you must start with a bold idea.
- [Every executive committee member should read this book.](https://www.fishmanmarketing.com/every-executive-committee-member-should-read-this-book/) - Every law firm management committee member needs to read this book. The legal world has changed. The Recession changed us and, unlike previous recessions, the profession that returned was not the latest version of the status quo. We’re in the middle of historic change, the confluence of turmoil and technology, of demand and demographics. Tomorrow’s
- [THIS is the Single Biggest Mistake Law Firm Marketers Make. (Video Part 1)](https://www.fishmanmarketing.com/this-is-the-single-biggest-mistake-law-firm-marketers-make-video-part-1/) - Ross Fishman details how legal marketers can persuade lawyers to say "YES!" to their ideas by educating the lawyers before presenting the new idea or suggestion
- [Some Interesting Changes to the ABA Model Rules re Marketing](https://www.fishmanmarketing.com/some-interesting-changes-to-the-aba-model-rules-re-marketing/) - Some Interesting Changes to the ABA Model Rules re Marketing. The Association of Professional Responsibility Lawyers (APRL) and the American Bar Association Standing Committee on Ethics and Professional Responsibility are proposing to amend the ABA Model Rules of Professional Conduct (here) relating to Marketing Legal Services, i.e. Rules 7.1- 7.5. The Legal Marketing Association (LMA)
- [THIS is the Single Biggest Mistake Law Firm Marketers Make. (Video Part 2)](https://www.fishmanmarketing.com/this-is-the-single-biggest-mistake-law-firm-marketers-make-video-part-2/) - THIS is the Single Biggest Mistake Law Firm Marketers Make (Video Part 2). After decades working in the trenches, here's the best piece of advice I have for marketers who want to increase both their effectiveness and career satisfaction: Do not start with your recommendation. Conclude with it. You must head off any
- ["I always make it the lawyers' idea."](https://www.fishmanmarketing.com/i-always-make-it-the-lawyers-idea/) - 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 little egos need to be soothed and pampered so they don't throw a tantrum. I
- [What makes this litigation boutique "Small but Mighty"?](https://www.fishmanmarketing.com/campaign-of-the-week-a-small-but-mighty-firm/) - Novack and Macey is one of the nation's finest litigation boutiques. Here's the story of the development of one of the legal profession's most-popular brands.
- [Don't use initials in your law firm's logo.](https://www.fishmanmarketing.com/awful-law-firm-names-and-initials-small-names-act-bigger/) - A recent branding trend is to shorten law firm names and redesign the logos. This can cause internal problems. Here's how to accomplish this successfully.
- [Eight Ways Lawyers Violate Ethics Rule 7.5](https://www.fishmanmarketing.com/eight-ways-lawyers-violate-ethics-rule-7-5/) - Ethics Rule 7.5 governs the appropriate use of law firm trade names and letterhead in many states. Here are some ways lawyers and firms can get in trouble.
- [Ethics Mistakes Lawyers Make re Client Solicitation Rule 7.3](https://www.fishmanmarketing.com/ethics-mistakes-lawyers-make-re-client-solicitation-rule-7-3/) - Rule 7.3 regulates how lawyers may contact prospective clients, to avoid exerting undue pressure on their hiring decisions. Here are some common mistakes.
- [Ten Mistakes Lawyers Make re: ABA Model Rule 7.3: Client Solicitation](https://www.fishmanmarketing.com/ten-mistakes-lawyers-make-re-aba-model-rule-7-3-client-solicitation/) - There's an inherent pressure in an in-person or direct communication with a lawyer, so the rules designed to protect the public are pretty strict.
- [Ten Ways Lawyers Violate Rule 7.5: Firm Names](https://www.fishmanmarketing.com/ten-ways-lawyers-violate-rule-7-5-firm-names/) - Rule 7.5 of the ABA Model Rules governs how firms can use trade names and letterhead to avoid any risk of confusing the public.
- [9 Ethics Mistakes Publicists Can Make with Trial Publicity](https://www.fishmanmarketing.com/9-ethics-mistakes-publicists-can-make-with-trial-publicity/) - Litigators and publicists are advocates for their positions, but they must work within ethics rules designed to provide the parties with a fair trial.
- [20 Marketing-Ethics Mistakes Lawyers Make](https://www.fishmanmarketing.com/20-marketing-ethics-mistakes-lawyers-make/) - Here are 20 ethics mistakes lawyers often make in their marketing. The ABA sprinkles marketing ethics across Rules 1, 4, and 7. Learn your state's unique rules.
- [25 Marketing-Ethics Mistakes Legal Marketers Make](https://www.fishmanmarketing.com/25-marketing-ethics-mistakes-legal-marketers-make/) - Ethics rules can be a minefield. Here are 25 ways legal marketers can inadvertently violate the ethics rules, causing a problem for themselves, and their firms.
- [14 Ethics Mistakes Lawyers Make With Their Marketing](https://www.fishmanmarketing.com/14-ethics-mistakes-lawyers-make-with-their-marketing/) - The legal ethics rules continue to evolve and the rules vary by state. Here are some of the many potential pitfalls. Learn your state's rules.
- [Top 10 Ways Lawyers Violate ABA Model Rule 7.5.](https://www.fishmanmarketing.com/top-10-ways-lawyers-violate-aba-model-rule-7-5/) - Rule 7.5 of the ABA Model Rules of Professional Conduct regulates the use of firm names and firm letterhead. Here's how some lawyers violate this rule
- [Top 10 Mistakes Lawyers Make re ABA Rule 7.4](https://www.fishmanmarketing.com/top-10-mistakes-lawyers-make-re-aba-rule-7-4/) - Rule 7.4 of the ABA Model Rules of Professional Conduct prohibits lawyers from claiming to "specialize" or have a "specialty."
- [Why do CPA firms use initials instead of names? Part 2](https://www.fishmanmarketing.com/why-do-accounting-firms-use-initials-instead-of-names-part-2/) - Accounting/CPA firms like using initials instead of names. For most firms, we think it's a bad idea. Read this before redesigning a logo with initials.
- [The Top 5 Tips for Sponsorships and Charitable Contributions](https://www.fishmanmarketing.com/the-top-five-tips-for-sponsorships-and-charitable-contributions/) - Law firms donate generously to good causes. You can create more impact and improve your ROI with a firm-wide plan, effective training, and focusing your giving.
- [Six-word stories about law firms. Enlightening but sad.](https://www.fishmanmarketing.com/our-websites-from-2003-we-suck-six-words-2/) - Here's a collection of short, poignant, six-word stories detailing people's experience inside their law firms. Lawyers, marketers, admin. It's fascinating.
- [What the heck does this logo say???  Wiber? Jeqim?](https://www.fishmanmarketing.com/what-the-heck-does-this-logo-say-wiber-jeqim/) - Design shouldn't be the goal. It's a tool to facilitate clear communication and support your brand. If you make you're audience work, you're doing it wrong.
- [Another awful law firm ad. Child abuse defense.](https://www.fishmanmarketing.com/my-new-least-favorite-law-firm-ad/) - Criminal defendants deserve a legal defense. This lawyer's ad struck the wrong note for me, using a crayon drawing to market to alleged child abusers.
- [Topless Law Firm Marketing](https://www.fishmanmarketing.com/topless-law-firm-marketing/) - Lawyers have marketed their services for hundreds of years. Here's an example from the 1970s--a matchbook showing a topless woman. Who's his target audience?
- [Top 10 Rules to Marketing a Law Firm Merger (Part I).](https://www.fishmanmarketing.com/read-this-if-you-work-in-a-branch-or-satellite-office/) - Most law firm mergers fail to effectively brand the newly acquired firm, wasting its reputation. Here are 10 tips to better market smaller branch offices.
- [Rebranding After a Merger is Harder Than You Think](https://www.fishmanmarketing.com/rebranding-after-a-merger-is-harder-than-you-think/) - After a merger, the acquired firm changes its name, and is promised that significant marketing will build the new brand in its local market. It rarely works.
- [Steve Susman's business card was sparse. But it was plenty.](https://www.fishmanmarketing.com/steve-susmans-business-card-was-sparse-but-it-was-plenty/) - Steve Susman was one of the nation's leading trial lawyers. His business card had barely any info on it, just the bare bones. For Steve, that was plenty.
- [Should we be in "Who's Who" publications?](https://www.fishmanmarketing.com/should-we-be-in-whos-who-publications/) - There's a lot of discussion regarding the relative value and credibility of vanity directories like Who's Who, Best Lawyers, Chambers, etc. Which are credible?
- [How to Decline Vanity Directories](https://www.fishmanmarketing.com/how-to-decline-whos-who-and-vanity-directories/) - Lawyers are often invited to buy ads or listings in dubious vanity publications or websites. Here's a Memo you may circulate to decline to buy an ad or listing.
- [Marketing Budgets - Advertising vs. Public Relations](https://www.fishmanmarketing.com/marketing-budgets-advertising-vs-pr/) - PR and advertising are two vital marketing tools. But they must be used efficiently and strategically or they can quickly blow your budget. Here are some tips.
- [The Worst Airline Promotion Ever](https://www.fishmanmarketing.com/the-worst-airline-promotion-ever/) - Come on, Spirit. Do better. Personally, I don't care for Spirit Airlines. This "discount" airline unbundles its services, but the one time we flew it, the hidden fees, extra fees, up-charges, surcharges, and other add-ons ended up costing us more than if we'd just flown a major full-fare carrier. But that's not the point today.
- [Why redesigning your firm logo is harder than you think](https://www.fishmanmarketing.com/why-redesigning-your-firm-logo-is-harder-than-you-think/) - Redesigning a logo during a rebrand might mean visually shortening the name. And no one wants their name removed from the brand. Here are the issues to consider
- [Should we offer our lawyers marketing training?  YES!](https://www.fishmanmarketing.com/should-we-offer-our-lawyers-marketing-training-yes/) - Law firms should offer marketing training at firm retreats, partner retreats, and internal programs, to sharpen the attorneys' skills and generate revenue
- [Is your firm mediocre? Or is it your cheap business cards?](https://www.fishmanmarketing.com/is-your-firm-mediocre-or-is-it-your-cheap-business-cards/) - Business cards are often the first impression you're creating with a new prospect. What is your card saying about you and your firm? Is it high quality?
- [Whose logo wins, if Pillsbury and Orrick merge?](https://www.fishmanmarketing.com/whose-logo-wins-if-pillsbury-and-orrick-merge/) - Law firm mergers are complicated enough without having to worry about what the firm will be called. Whose name goes first? Whose gets shortened or minimized?
- [Branding, websites, and photo-quality frosting.](https://www.fishmanmarketing.com/branding-websites-and-photo-quality-frosting/) - When you're launching a new brand or website, it's time for a party! Here are some ideas for how to enliven it, e.g. using the brand on cakes and cookies.
- [Very simply, THIS is why lawyers need LinkedIn (Part 2)](https://www.fishmanmarketing.com/very-simply-this-is-why-lawyers-need-linkedin-part-2/) - Part II of a 2-part post detailing why ALL lawyers need a compelling LinkedIn "About" section, with writing tips & examples. Tell me WHY you do what you do.
- [Very simply, THIS is why lawyers need LinkedIn (Part 1)](https://www.fishmanmarketing.com/i-have-a-linkedin-but-i-dont-know-where-it-is/) - Many lawyers dismiss LinkedIn because they "have referral practices." But it's online telling your story to interested prospects 24/7. So, it's pretty valuable.
- [TV Lawyer Logos- Harvey Birdman, Lionel Hutz, Green Acres...](https://www.fishmanmarketing.com/tv-lawyer-logos-green-acres-joke/) - Lawyers are all over television, including sitcoms and cartoons. Here are a few clever law firm logos and business cards from some very popular TV shows.
- [The Surprising Benefits of Photo Business Cards](https://www.fishmanmarketing.com/the-surprising-benefits-of-photo-business-cards/) - If you attend conferences for networking, consider creating a special business card with your photo on it to use at conferences. It can help you get remembered.
- [The MOST-Important Question to Ask Before Updating Your Website is...](https://www.fishmanmarketing.com/the-most-important-question-to-ask-before-redesigning-your-website/) - The MOST-important question to ask before updating your website is "How is a new site going to make us money?" An upgrade is your chance for greatness. Use it!
- [Should we put our firm name on top of our building?](https://www.fishmanmarketing.com/should-we-put-our-firm-name-on-top-of-our-building/) - Only the most successful organizations have their name atop prominent office buildings. In the right situation, it can be an especially powerful branding tool.
- [Want to Tase a Lawyer?  A Stunning Client Commitment](https://www.fishmanmarketing.com/want-to-tase-a-lawyer-a-stunning-client-commitment/) - A hot specialty is defending the police in "excessive force" allegations, often Taser cases. Here's the story of a top trial lawyer's commitment to his work.
- [The simplest way to develop a thriving litigation practice](https://www.fishmanmarketing.com/the-simplest-way-to-develop-a-thriving-litigation-practice/) - Litigators complain they can't get repeat work because their client "might never get sued again!” Here's a simple way to develop a steady flow of new cases.
- [Potent recruiting starts with awareness, name recognition](https://www.fishmanmarketing.com/effective-recruiting-starts-with-awareness-name-recognition/) - Attracting laterals is hard when you're new, small, or not well known. Here's how daily advertising quickly built a branch office's positive local awareness.
- [Tips to drafting a non-binary and LGBTQIA lawyer's biography](https://www.fishmanmarketing.com/drafting-a-non-binary-or-lgbtqia-lawyer-or-professionals-biography/) - Non-binary and LGBTQIA lawyers who use they/them pronouns have unique challenges in their biographies that can be easily addressed with simple editing.
- [Now THIS is how to launch a law firm brand and website!](https://www.fishmanmarketing.com/now-this-is-how-to-launch-a-website/) - Launching a new brand or website is important to your law firm's future success, and a good reason to gather to celebrate something. Here are some fun ideas.
- [Who will notice your brand, website, or ad today? WHY?](https://www.fishmanmarketing.com/is-your-marketing-the-best-of-todays-3000-message-its-cheaper-to-do-it-better/) - It's cheaper to be creative. That is, the bolder and more eye-catching your marketing is, the faster it works. Bland visuals are invisible and ineffective.
- [One important rule of electronic law firm holiday cards.](https://www.fishmanmarketing.com/one-important-rule-of-electronic-law-firm-holiday-cards/) - One typical electronic law firm holiday card animates the text, with the words gradually appearing. Things should only move when there's a good reason for it.
- [Top 6 Tips for Individual Lawyer Marketing Budgets](https://www.fishmanmarketing.com/top-5-tips-for-individual-lawyer-marketing-budgets/) - Individual marketing budgets requires complex strategy. How much should each associate or partner get? What should they spend it on? Is training required?
- [Screw you, our lawyers don’t work weekends.](https://www.fishmanmarketing.com/screw-you-our-lawyers-dont-work-weekends/) - Many law and CPA firms brag about their extraordinary client service. This divorce firm needs to tell their clients how to stop pissing them off so damn much.
- [A quick email fix for nicknames. Bob or Robert? Liz or Elizabeth?](https://www.fishmanmarketing.com/a-quick-email-fix-for-nicknames-bob-or-robert-dick-or-richard/) - A firm's email conventions can be a problem for those whose nicknames start with a different letter than their given names, like "Tori" and "Victoria."
- [The 10 best holiday e-cards so far. From 6 countries.](https://www.fishmanmarketing.com/the-10-best-holiday-e-cards-so-far-from-6-countries/) - I already complained about the Lame Law Firm Holiday Cards, and vowed not to create another competition for the best law firm holiday/Christmas cards; I'll leave that to the Above The Lawguys.I promised to show a nice selection, including some favorites. Here are ten good choices (12 actually), from the US, UK, Canada, Luxembourg, Eastern
- [Your Law Firm’s Lame Holiday Card](https://www.fishmanmarketing.com/your-law-firms-lame-holiday-card/) - Nothing says, "Happy Holidays! Thanks for your business!" like a generic snowy skyline on an unsigned holiday card. Why are most law and accounting firms bland?
- [More good holiday cards - Proctor, Bryant/Olive, Hellerman Baretz](https://www.fishmanmarketing.com/more-good-holiday-cards-proctor-bryantolive-hellerman-baretz/) - 'Tis the season of holiday cards, all right. A few more good examples this year include: One of the most unusual e-cards so far comes from Proctor Heyman ("and the PH Blues Band"): Don't you like these guys already? And they're not from a music center like LA or Nashville, they're from Delaware. No, really. Delaware. I'd never heard of
- [A VERY Unusual Law Firm Holiday Card...](https://www.fishmanmarketing.com/a-very-unusual-holiday-card/) - I’m not doing a big electronic Holiday Card competition again this year; I’m going to leave the 2012 competition to my friends at Above the Law. But I thought this combination card-gift-giveaway was worth mentioning. My old friends and clients at Los Angeles’ White O'Connor Fink & Brenner (now merged into Kelley Drye, temporarily Kelley Drye
- [Check out Fisher Phillips's clever holiday e-card](https://www.fishmanmarketing.com/check-out-fisher-phillipss-holiday-e-card/) - Labor & employment law firm Fisher Phillips's 2016 animated holiday e-card creatively supports the firm's brand without being too marketing oriented.
- [Another favorite law firm holiday e-card](https://www.fishmanmarketing.com/another-favorite-law-firm-holiday-e-card/) - Some law firms send cards depicting generic snowy scenes with a safe "Seasons Greeting" message. Some dress up like the Wizard of Oz. Proctor Heyman is the latter...
- [Don't talk about yourself in your holiday cards. But if you're GOING to...](https://www.fishmanmarketing.com/dont-talk-about-yourself-in-your-holiday-cards-but-if-youre-going-to/) - Technically, the holiday card from IP firm Knobbe Martens violates my earlier rules of not focusing your holiday card on yourself in that "Happy Holidays! Let me tell you how great our firm is!" sort of way. This card directly informs the reader what the firm does, going through the invention-through-patenting process. Knobbe's Director of Business Development Krista Hosseinzadeh
- [Best Law Firm Holiday Cards so far - Haynes/Boone, Sterne Kessler, Fenwick, Fish/Richardson, Manatt](https://www.fishmanmarketing.com/best-law-firm-holiday-cards-so-far-haynesboone-sterne-kessler-fenwick-fishrichardson-manatt/) - Here are my favorite animated holiday cards so far. They combine creativity, beautiful execution, an appropriate tone for the season without being painfully Politically Correct, and make you want to watch them again. Some connect to the firm's brand, others just to the holiday season, but all show how well these can be done when
- [Your marketing budget will disappear Dec 31. So SPEND it!](https://www.fishmanmarketing.com/the-pentagon-and-your-marketing-budget/) - Marketing budgets disappear at year end, which is a missed opportunity. So spend it while you have it on NEXT year's projects. It's like free money!
- [20 Trademark cases for firm names, brands, slogans (Part I)](https://www.fishmanmarketing.com/20-trademark-cases-for-firm-names-brands-slogans-part-i/) - Law firms sue each other to protect their trademarks from infringement by competitors, e.g. the firm name, slogan, or vanity phone number. Here are 20 examples.
- [Year-end "MARKETING BIBLE" Closeout Sale. Just $4.95/book!](https://www.fishmanmarketing.com/year-end-marketing-bible-closeout-sale-just-4-95-book/) - "The Ultimate Law Firm Associate’s Marketing Checklist” the best-selling step-by-step guide to ensure a lawyer's success. On sale NOW for just $4.95 each!
- [Ross Fishman's Best-Selling Strategy & Branding book!](https://www.fishmanmarketing.com/announcing-ross-fishmans-new-law-firm-marketing-and-branding-book/) - The world's best law firm marketing and branding book, "We're smart. We're old..." by Ross Fishman is 200 fast-paced pages of entertaining, educational fun.
- [Book: "Enhance your ability to compete in a tough market."](https://www.fishmanmarketing.com/book-enhance-your-ability-to-compete-in-a-tough-market/) - Here's a 5-star review by Of Counsel of Ross Fishman's best-selling “We’re Smart. We’re Old. And We’re the Best at Everything.” strategy and branding book
- [A "Brilliant" Webinar: "20 Top Marketing Tips During COVID"](https://www.fishmanmarketing.com/hot-new-webinar-20-top-marketing-tips-during-covid-beyond/) - Client development is different during COVID. This fun, fast-paced, 5-star webinar teaches Ross's 20+ favorite top types for effective marketing during 2022.
- ["Our 15-Year-Old Law Firm has 275 Years of Experience"](https://www.fishmanmarketing.com/our-15-year-old-firm-has-275-years-of-experience/) - Combining a law firm's lawyers' total years of experience isn't especially persuasive for marketing or website purposes. Prospects don't care about your history
- [Guilt + Marketing dramatically improves charitable donations](https://www.fishmanmarketing.com/guilt-marketing-dramatically-improves-donations/) - The true story of how having a strategically placed photographer dramatically increased the number of donations into a collection can. Coincidence? Nope.
- [No client ever said "I'm looking for an OLD law firm."](https://www.fishmanmarketing.com/no-client-ever-said-im-looking-for-a-really-old-law-firm/) - Lawyers like to discuss their long history, i.e. that staying in business means stability and quality. Maybe, but that's not what clients are looking for.
- [Mad Men - "You're not an artist. You solve problems."](https://www.fishmanmarketing.com/mad-men-youre-not-an-artist-you-solve-problems/) - There are three types of people who develop brands and websites: Designers, Geeks, and Strategists. Here we explain the pros and cons, and the differences.
- [What does "Diverse" mean? What is a Diverse law firm?](https://www.fishmanmarketing.com/what-does-diverse-mean-what-is-a-diverse-law-firm/) - Diversity, Equity, and Inclusion (DEI) are important topics in law firms. Here's a law firm that should have been a bit more precise with its language.
- ["Nice to meet you. Here's my [crappy, flimsy] card."](https://www.fishmanmarketing.com/nice-to-meet-you-heres-my-crappy-flimsy-card/) - Business cards aren't going away. They remain an important part of a positive first impression, so do them right. Avoid inexperienced designers and cheap paper.
- [I LOVE this "LARGE, yet agile" brand and ad campaign.](https://www.fishmanmarketing.com/i-love-this-campaign-large-yet-agile/) - When you're the city's largest firm, you have branding opportunities other firms can't copy. Here's how one law firm capitalized on their size and quality.
- ["Want a good end-of-the-year marketing gift for your lawyers?"](https://www.fishmanmarketing.com/want-a-good-end-of-the-year-marketing-gift-to-give-your-associates/) - Lawyers value marketing training. These two best-selling books provide a step-by-step education to teach them marketing and keep them steadily on track.
- [“How hard can it be to design a law firm's logo?”](https://www.fishmanmarketing.com/its-just-a-logo-how-hard-can-it-be/) - There's more to designing a law firm logo than most lawyers realize, with innumerable design considerations to juggle. This blog post details some of them.
- [20 Trademark cases for firm names, brands, slogans (Part 2)](https://www.fishmanmarketing.com/20-trademark-cases-for-firm-names-brands-slogans-part-2/) - Law firms sue to protect their trademarks from infringement by competitors, e.g. the firm name, slogan, or vanity phone number. Part 2 has 10 more examples.
- [“I have a LinkedIn. But I don’t know where it is.”](https://www.fishmanmarketing.com/i-have-a-linkedin-but-i-dont-know-where-it-is-2/) - Many lawyers dismiss LinkedIn because they "have referral practices." But it's online telling your story to interested prospects 24/7. So, it's pretty valuable
- [Name-based marketing ("I LOVE that ad! Whose is it, again?")](https://www.fishmanmarketing.com/name-based-mktg-i-love-that-ad-whose-is-it-again/) - Often we remember the ads but not the company or product it's marketing. If your organization ha a great name, it can be helpful to build it into your brand.
- [Law firm logos - Avoid the big-initials, small-name mistake](https://www.fishmanmarketing.com/logos-avoid-the-big-initials-small-name-mistake/) - Logo designs that emphasize giant initials can be a distraction, missing the primary function of the logo--to help prospects notice and remember the firm name.
- [Lawyers lie, cheat and overbill! Haha. Sorta kidding!](https://www.fishmanmarketing.com/lawyers-lie-cheat-and-overbill-haha-sorta-kidding/) - I think most lawyers have a pretty good sense of humor. But I've never been a fan of marketing or advertising campaigns that directly demean your competitors. Even if it's couched as a "joke." Pepsi's marketers thought they compared favorably to Coke and so encouraged consumer to "Take The Pepsi Challenge." They didn't advertise
- [In Marketing, when you have the facts, USE them.](https://www.fishmanmarketing.com/in-marketing-when-you-have-the-facts-use-them/) - Too often Marketing is just puffery. In this rebrand/website upgrade, we used a Tough theme and hard evidence to prove the quality of this trial law firm.
- [Should you take questions during Zoom webinars?](https://www.fishmanmarketing.com/i-dont-want-your-questions-during-zoom-webinars-heres-why/) - Experts recommend adding surveys and polls to webinars to maintain audience attention. Instead of relying on a crutch or gimmick try improving the presentation!
- [Hot new books show lawyers how to market during COVID and beyond](https://www.fishmanmarketing.com/two-new-books-show-how-lawyers-can-market-while-sheltered-in-place/) - Ross Fishman published two hot new updates to his best-selling "legal marketing checklist" books that show lawyers how to market during Covid and beyond.
- ["Happy Halloween!" from Your Romanian Law Firm](https://www.fishmanmarketing.com/happy-halloween-from-your-romanian-law-firm/) - Law firms from smaller markets can build their brands and seek referrals by leveraging a their geography. One strategy is to use a related holiday.
- [The 30 Best Law Firm Tag Lines Ever. (3 of 3)](https://www.fishmanmarketing.com/the-30-best-law-firm-tag-lines-ever-3-of-3/) - A good tag line or slogan can set the tone for your law or accounting firm, and tell targets what to expect. Here are 30 of the best tag lines ever. (3 of 3.)
- [40 Lawyer Jokes. Punch Lines ONLY.](https://www.fishmanmarketing.com/40-lawyer-jokes-punch-lines-only/) - 40 Lawyer Jokes. Punch Lines ONLY. [2021 update] Jokes are a good way to help deal with stress, and the pandemic has certainly increased everyone's stress. A lawyer mentioned a light-hearted comment that had been circulating around his firm last year regarding the changes to everyone's work attire--basically, "It’s time to change from my work
- [Law Firm Holiday Cards - Do's and Don'ts](https://www.fishmanmarketing.com/law-firm-holiday-cards-dos-and-donts/) - Law firm holiday cards tend to be costly but ineffective. With a little more thought and effort, you can turn them into effective marketing tools.
- [THIS is how I explain color to lawyers:](https://www.fishmanmarketing.com/this-is-how-i-explain-color-to-lawyers/) - Color can be an important component to a new brand, website, or logo, but different monitors can display the same color very differently. Here's the evidence.
- [5 Reasons Your Law Firm Needs a Chief Branding Officer (Part 1)](https://www.fishmanmarketing.com/does-your-firm-need-a-chief-branding-officer/) - Law firms can raise their rates and improve recruiting by hiring a Chief Branding Officer, a skilled marketer dedicated to building and maintaining their brand.
- [5 Reasons Your Law Firm Needs a Chief Branding Officer. (Part 2)](https://www.fishmanmarketing.com/5-reasons-your-firm-needs-a-chief-branding-officer-part-2/) - Law firms could dramatically enhance their success by hiring a Chief Branding Officer, a skilled marketer dedicated to building and maintaining their brand.
- [The 30 Best Law Firm Tag Lines Ever. (2 of 3)](https://www.fishmanmarketing.com/the-30-best-law-firm-tag-lines-ever-2-of-3/) - A good tag line or slogan can set the tone for your law or accounting firm, and tell targets what to expect. Here are 30 of the best tag lines ever. Part 2 of 3
- [Zoolander-style animated lawyer head shots.](https://www.fishmanmarketing.com/zoolander-style-lawyer-head-shots/) - You MUST see these profile photos. Lynn Hajek is a terrific litigator -- smart, funny, and tough (think Elle Woods from Legally Blonde without the naiveté). Her firm, AHL, has a high-quality Manhattan med mal defense practice. It also has a decade-old website -- sadly, it’s tired, dated, and doesn’t convey the firm’s skills. Here's the home page: The website doesn't
- [The Three Ways to Persuade Lawyers](https://www.fishmanmarketing.com/the-three-ways-to-persuade-lawyers/) - Lawyers are a smart, tough audience. Here are the specific steps marketers seeking approval to undertake a new program, strategy, or initiative must follow.
- [Why your law firm's blog probably stinks.](https://www.fishmanmarketing.com/why-your-law-firms-blog-probably-sucks/) - If you listen to the "experts," blogs will solve all your firm's marketing woes. In reality, most don't work well -- there are sizable obstacles to overcome.
- [Marketing an International Law Firm Network (Post 3 of 3)](https://www.fishmanmarketing.com/marketing-an-international-law-firm-network-post-3-of-3/) - In a global economy, membership in an international law or accounting firm network is valuable. Read how it can generate more business for you. Third of 3 posts.
- [Marketing an International Law Firm Network (Post 2 of 3)](https://www.fishmanmarketing.com/marketing-an-international-law-firm-network-post-2-of-3/) - In a global economy, membership in an international law or accounting firm network is valuable. Read how it can generate more business for you. Second of 3 posts.
- [Marketing an International Law Firm Network (1 of 3)](https://www.fishmanmarketing.com/marketing-an-international-law-firm-network/) - In a global economy, membership in an international law or accounting firm network is valuable. Read how it can generate more business for you. 1 of 3 posts.
- [How to Create A Terrible 'Congratulations!' Ad](https://www.fishmanmarketing.com/how-to-create-a-terrible-congratulations-ad/) - Good "Congrats!" ads aren't easy to design. You can tell a lot about an organization by the single-use ads they create. These are used for many purposes - professional announcements for new hires or offices. Or when they want to share some self-congratulatory news or award the media won’t write about. A popular variation of
- [The Craziest Lawyer Website Photo I've Ever Seen](https://www.fishmanmarketing.com/the-lawyer-head-shot-everyones-talking-about/) - Law firms typically use a certain type of photography on their website biography head shots. THIS lawyer went a completely different direction with his photo.
- [Free Goldfish, Zebra Robes, and Law Firm Branding](https://www.fishmanmarketing.com/free-goldfish-zebra-robes-and-law-firm-branding/) - Kimpton Hotels understand who they are and their target customers, then build a brand experience around that. Law firms can do the same thing.
- [Diane Hamlin, we'll miss you.](https://www.fishmanmarketing.com/diane-hamlin-well-miss-you/) - I was devastated to learn of the passing of Diane Hamlin, legal marketing’s first “Chief Strategy Officer.” I worked very closely with her on a fascinating initiative for Fenwick & West during the height of the dot-com boom. Diane was fierce but friendly. A brilliant and insightful marketer, she was one of Fishman Marketing’s all-time
- [RANT: Why your Law / Accounting Firm’s Holiday Cards will Probably Stink.](https://www.fishmanmarketing.com/rant-why-your-accounting-firms-holiday-cards-will-probably-stink/) - Accounting firm holiday cards tend to be bland and generic, when they should be heartfelt and memorable. Here's how to create a terrific CPA firm holiday card.
- [Virgin litigators are the most experienced.](https://www.fishmanmarketing.com/virgin-litigators-are-the-most-experienced/) - Look, it’s not like Vancouver lawyer Mark Virgin didn’t know his last name is Virgin (imagine what his middle school years were like...). Today, he's a dynamic lawyer, helping stand up for the weak against the powerful. And he built an outstanding litigation boutique to help. For marketing purposes, when confronted with an obvious issue
- [TODAY is the best time ever to market your firm.](https://www.fishmanmarketing.com/today-is-the-best-time-ever-to-market-your-firm-2/) - Times are tough. Which means it's time to dive boldly into marketing. When times are good, everyone’s marketing. Competition is brutal. The playing field is crowded with cash-rich competitors pouring money into building their brands and grabbing client attention. Not today. Firms are doing much less image-building. Studies from previous recessions show that the firms
- [MSI Global Alliance "20 Marketing Tips" webinar handouts](https://www.fishmanmarketing.com/msi-global-alliance-20-marketing-tips-webinar-handouts/) - To the attendees of MSI Global Alliance's June 25 "20 Marketing Tips" webinar. Below are links to the three marketing books that are the handouts from last week's webinar. Click on the links to download. These links will be active for two weeks, through July 15. Please feel free to contact me directly if you'd
- [Top Five Budget Items Law Firms Will Slash in 2020](https://www.fishmanmarketing.com/top-five-budget-items-law-firms-will-slash-in-2020/) - 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 what went right or wrong. We have been through enough natural and man-made disasters and
- [The 5 Traits of Successful Cross-Selling Firms](https://www.fishmanmarketing.com/the-5-traits-of-successful-cross-selling-firms/) - What Enables Some Firms to Successfully Cross-Sell? I discussed "The top 5 reasons your law firm can't cross-sell" in a previous blog post HERE. This post will detail the attributes of those firms that are effectively diversifying the services that they provide to their clients, with the goal of expanding their services or "institutionalizing" these clients. The point
- ["The Ultimate LAW STUDENT Get-A-Job Checklist" is AVAILABLE!](https://www.fishmanmarketing.com/the-ultimate-law-student-get-a-job-checklist-is-available/) - 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 a good job, regardless of GPA, class rank, or law school tier. We’re really proud
- [The Top 10 Rules for Client Endorsements.](https://www.fishmanmarketing.com/the-top-10-rules-for-client-endorsements/) - 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 Rules for Client Endorsements - Legal Management
- [Using your ad campaign in a holiday card. MBHB's red brackets.](https://www.fishmanmarketing.com/using-your-ad-campaign-in-a-holiday-card-mbhbs-red-brackets/) - Using your ad campaign in a holiday card. MBHB's red brackets. I like the strong red brackets in McDonnell Boehnen's logo, and how they've picked it up as the visual theme in their ads, below, and website which they replicated in their holiday card. Here's an example of their ad campaign alongside their 2010-11 holiday
- [Donating hotel toiletries to women's shelters.](https://www.fishmanmarketing.com/donating-hotel-toiletries-to-battered-womens-shelters/) - When staying at a hotel, bring home the complimentary soap, shampoo, lotion, etc. When you have a bunch, donate them to poor schools or women's shelters
- [Self-Deprecating Humorous Ads for Law Firms](https://www.fishmanmarketing.com/self-deprecating-humorous-ads-for-law-firms/) - Law firms typically use self-aggrandizing language to claim superior expertise. Sometimes modesty and self-deprecating can show a firm's confidence. Here are a couple fun ads we designed for a skilled PI firm that makes the point.
- [The Top 10 Rules for Client Testimonials](https://www.fishmanmarketing.com/the-top-10-rules-for-client-testimonials/) - “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 be a vital part of your marketing arsenal. [That’s an actual quote, BTW. More on
- [Our Biggest Marketing Flop.](https://www.fishmanmarketing.com/our-biggest-marketing-flop/) - Our Biggest Marketing Flop. Marketers like to argue which works better, Marketing or Sales. [2017 update] It’s like asking which is more successful, Nike, the classic marketing company, or IBM, the definitive Sales organization. Obviously, the answer is “both.” They’re terrific companies, they just have different strategies. Law firms obviously need both Marketing
- [The Worst Legal Industry Ad Ever?](https://www.fishmanmarketing.com/the-worst-legal-industry-ad-ever/) - The Worst Legal Industry Ad Ever? Showing an APPALLING lack of judgment and good taste, here's what I believe to be an old ad from the UK's Law Society. It's aiming to help sell readers on the benefit of using its lawyer directory, the Solicitors' Regional Directory, "Your Guide to Choosing a Solicitor," rather than other then-existing media, like
- [Best Mktg Partner Comment EVER.  #2](https://www.fishmanmarketing.com/best-mktg-partner-comment-ever-2/) - Best Marketing Partner Comment Ever. #2 We were working on re-branding a firm, soup to nuts, including a new logo, stationery, print advertising campaign, website, direct mail, etc. but the lawyers were having some difficulty agreeing on the final color. The Marketing Partner stood up at the partner meeting and said, with no sense of irony: "Well,
- [Today's Example of Marketing Malpractice](https://www.fishmanmarketing.com/todays-example-of-marketing-malpractice/) - 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 pay particular attention to the ineffective efforts. I read the bad banners and the invisible ads --
- [The National Law Review's 2018 "Go-To Thought Leader" Award](https://www.fishmanmarketing.com/the-national-law-reviews-2018-go-to-thought-leader-award/) - What a nice surprise gift-box to come home to! A 2018 "Go-To Thought Leader" Award? Thank you, Jennifer Schaller and the National Law Review for this honor and beautiful crystal trophy. I'm delighted to learn that you appreciate Fishman Marketing's articles and blog posts. We sincerely value the NLR's editorial and strategic contribution to the advancement of
- [How to Collect Ongoing Marketing Info Inside Your Firm](https://www.fishmanmarketing.com/a-sample-memo-to-collect-marketing-info-inside-your-firm/) - It can be pretty tough to collect information inside a law or accounting firm. People are busy, and when they win a case or close a deal their first thought isn't always "Hey, I'd better tell Marketing!" Here's a sample memo you can use to collect this info inside your firm.
- [The 30 Best Law Firm Tag Lines Ever.](https://www.fishmanmarketing.com/the-30-best-law-firm-tag-lines-ever-3-of-3-2/) - A good tag line or slogan can set the tone for your law or accounting firm, and tell targets what to expect. Here are 30 of the best tag lines ever. Part 3 of 3.
- [Why must I sculpt a WOMAN lawyer?](https://www.fishmanmarketing.com/why-must-i-sculpt-a-woman-lawyer/) - "Three Lawyers and a Judge" is an Xavier Corbero sculpture in a Chicago building. Was the woman's shoe added as a placating afterthought? I dunno.
- [Sign up for Ross's Sept 20 LMA Lunch Program in Chicago](https://www.fishmanmarketing.com/sign-up-for-rosss-sept-20-lma-lunch-program-in-chicago/) - Hey Midwest legal marketers! Please come to my September 20, 2018 LMA lunch presentation re how to sell ideas to lawyers! It's an important program; I'll share my secret formula to persuading lawyers to approve your plans and programs. A previous LMA attendee called it: "The most-important career-advancement hour I ever spent." --------------------------------- Interested
- ["The Book of Mormon" and Target Marketing.](https://www.fishmanmarketing.com/the-book-of-mormon-and-target-law-marketing/) - "The Book of Mormon" and Target Marketing. We saw "The Book of Mormon" recently and really enjoyed it. Hilarious and thoroughly offensive. We also saw an especially good example of carefully targeted and executed marketing by LDS -- a lesson many law and accounting firms could learn. My wife, a former musical theater singer/dancer, always ensures that
- [Practical Tips for an Attractive Lawyer Website Photograph](https://www.fishmanmarketing.com/practical-tips-for-an-attractive-lawyer-website-photograph/) - Website updates usually mean new headshots for the firms' lawyers and professional staff. Here's a list of tips to circulate internally, to ensure everyone looks their best on photography day.
- [Want your firm's logo on an Olympic athlete? Here's how...](https://www.fishmanmarketing.com/want-your-firms-logo-on-an-olympic-athlete-heres-how/) - Let's support our Olympic athletes! Or perhaps you'd want some Summer Olympic or Paralympic athletes attending your firm’s client party, and chatting up your impressed clients. You can make that happen -- while also doing good for your country and its dedicated, hard-working athletes. Law firms generously support their country and countless charities (see more here).
- [This may be the worst lawyer biography ever written.](https://www.fishmanmarketing.com/this-may-be-the-worst-lawyer-biography-ever-written/) - Studies show most prospects will read a lawyer's website biography or LinkedIn profile before meeting or hiring them. Is yours telling your most-powerful story? Here's arguably the worst example of "lawyer speak." How does yours compare?
- [There's no major difference between the whiskeys, or cake mixes,... or law firms.](https://www.fishmanmarketing.com/theres-no-major-difference-between-the-whiskeys-or-cake-mixes-or-law-firms/) - Advertising pioneer David Ogilvy: "There isn’t any significant difference between the various brands of whiskey, or cigarettes, or beer. They are all about the same. And so are the cake mixes and the detergents, and the margarines… The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the
- [Dozens of creative law firm logos.](https://www.fishmanmarketing.com/logos/) - A great logo is extraordinarily difficult to design. A logo is fundamentally a tiny piece of art. Simultaneously beautiful and persuasive, logos (sometimes called "brands") can convey a sense of strength or creativity. They can reinforce a firm's name or its unique style, culture, or message. Done well, they can immediately upgrade the perception of
- [Condom Business Cards - and Creative Law Marketing](https://www.fishmanmarketing.com/condoms-and-creative-law-marketing/) - Condom Business Cards - and Creative Law Marketing In honor of February's National Condom Month, we resurrect one of the legal profession's most entertaining and controversial marketing campaigns. Law firm marketing has had many envelope-pushing examples over the years that have helped shape the professional and ethical boundaries. An early parameter-pusher was Jay Lawrence Friedheim, a stand-up comedian
- [Top 10 Rules to Marketing a Law Firm Merger or Branch office (Part II).](https://www.fishmanmarketing.com/top-10-rules-to-marketing-a-merger-or-branch-office-part-ii/) - Most law firm mergers fail to effectively brand the newly acquired firm, squandering its reputation. Here are tips 6-10 to better market smaller branch offices.
- [Sky Radio: Middle Schoolers Reading a Firm Brochure](https://www.fishmanmarketing.com/american-airlines-sky-radio-2/) - Sky Radio: Middle Schoolers Reading Firm Brochures Q: Sky Radio called, inviting us to participate. "At first I thought it was because we are such great lawyers. "Then I learned it was really just pay-for-play. They'll basically ask us whatever questions we want to answer, so we can highlight our CEO, firm, or market differentiators. "Should
- ["There Are A Whole Lot Of Terrible Law Firm Websites."](https://www.fishmanmarketing.com/there-are-a-whole-lot-of-terrible-law-firm-websites/) - "There Are A Whole Lot Of Terrible Law Firm Websites. Some of the worst (and best) websites." AbovetheLaw featured our 2-minute video showing 150 of the worst examples of law firm branding, plus 100 of our favorite ads, brands, and WordPress websites.
- [Would you eat at Mediocre Deli?  Or hire Average Law Firm, LLC?](https://www.fishmanmarketing.com/would-you-eat-at-a-mediocre-deli-or-hire-average-law-firm-llc/) - Would you eat at a Mediocre Deli? Or hire Average Law Firm, LLC? To read their website, every law firm is in the top 10%... of every single one of the 57 alphabetical practice areas they detail. That's fine, a little puffery never actually hurt anyone, although it stretches credulity and lacks credibility. Which means
- [The MOST-Important Tip to Writing a Successful Attorney Marketing Plan.](https://www.fishmanmarketing.com/the-most-important-tip-to-writing-a-successful-attorney-marketing-plan/) - The Single MOST-Important Tip to Writing a Successful Attorney Marketing Plan. I’ve helped lawyers draft marketing plans for lawyers for 25 years and here’s my best tip: Focus. That is, before asking attorneys to fill out their individual plans, first help them identify some narrow target audience to focus on, ideally an industry
- [Ross's Top 10 Law Firm Domain Name Mistakes (Part II)](https://www.fishmanmarketing.com/rosss-top-10-law-firm-domain-name-mistakes-part-ii/) - Ross's Top 10 Law Firm Domain Name Mistakes (Part II) Last week I discussed Ross's Domain Name Rules 1-5, how to ensure that your website is easy for prospects to find, and that you're using best practices in selecting your domain name. Here are Ross's Rules 6-10; I hope it's helpful. 6. Don’t use the ampersand. Baker
- [Rebranding a Leading Litigation Association](https://www.fishmanmarketing.com/rebranding-a-leading-litigation-association/) - Rebranding LCA, the Litigation Counsel of America, a leading trial lawyers group. Logo, tag line, brand, and WordPress open-source website for lawyers.
- [Smoothing a litigation firm's sharp edges.](https://www.fishmanmarketing.com/smoothing-a-litigation-firms-sharp-edges/) - Smoothing a litigation firm's sharp edges. When launching an aggressive marketing campaign and website for a top litigation firm, we wanted them to be perceived as tough and strong, but still approachable. Here's how we walked that fine line, without weakening the campaign: Hedrick Gardner is one of North Carolina's top litigation firms -- 100
- [Using unique business cards to stand out at conferences](https://www.fishmanmarketing.com/using-unique-business-cards-to-stand-out-at-conferences/) - Using unique business cards to stand out at conferences Last week I wrote about my new thinking regarding the benefit of adding your photo to the special business cards you use at conferences. Recently, I spent a couple days speaking and shmoozing in Panama with an especially networking-oriented group of Latin IP lawyers at the_ASIPI_
- [Amazing Product Placement: "Best Lawyers" and "Law & Order SVU" video](https://www.fishmanmarketing.com/best-lawyers-and-law-order-svu-video/) - Lawyer: You know I'm good. Benson: How would she know that? Defendant: He was on the Internet under "The Best Lawyers in New York." I'm. . . honored. ;-)
- [Will Artificial Intelligence Render Litigators Obsolete? AI and the Future of Law (Part 3)](https://www.fishmanmarketing.com/will-artificial-intelligence-render-litigators-obsolete-ai-and-the-future-of-law-part-3/) - Will AI Render Litigators Obsolete? Artificial Intelligence and The Future of Law (Part 3) If clients could know the likely outcome of nearly any dispute within a small statistical range, will they still need litigators? For example, let's imagine a $5 million breach of contract dispute. The parties feed all of the data into IBM's
- [Artificial Intelligence Will Revolutionize Law. Part Two. How often are your lawyers correct?](https://www.fishmanmarketing.com/artificial-intelligence-and-big-data-will-revolutionize-law-part-two/) - Today's lawyers (and other professionals) tend to use "experiential" analysis, trusting their experience. How often are they right? Watch the video to learn more.
- [4 weeks.  5 cities. 10 presentations.](https://www.fishmanmarketing.com/4-weeks-5-cities-10-presentations/) - Ross Fishman's October speaking schedule, including law firm keynotes, legal industry marketing training, artificial intelligence, social media, ethics, and CLE.
- [What's the story with the Construction Lawyers Society of America (CLSA)?](https://www.fishmanmarketing.com/whats-the-story-with-the-construction-lawyers-society-of-america-clsa/) - The Construction Lawyers Society of America (CLSA) is a new honorary association of some of the profession's best construction lawyers.
- ["The Simpsons" version of The Scales of Justice](https://www.fishmanmarketing.com/the-simpsons-version-of-the-scales-of-justice/) - The Simpsons' Clever Courthouse Logo I think “The Simpsons” is consistently among the funniest, most-clever shows on television. And one of my favorite parts are the throw-away gags in the margins that target a narrow audience or demographic. If you’re not in that group, you don’t notice that you missed it. Here’s an example that
- [Helping Law Students Build Their Most-Successful Careers.](https://www.fishmanmarketing.com/helping-law-students-build-their-most-successful-career/) - Personal Branding for Law Students - teaching them to identify what they want out of their careers, then building the resume that helps them get that job.
- [URGENT: Eclipse-related PR opportunity!](https://www.fishmanmarketing.com/urgent-eclipse-related-pr-opportunity/) - If your firm hosts a solar eclipse party and shoots good photos of your personnel wearing the paper glasses, you can almost guarantee a feature story.
- [Conducting law marketing training in Tel Aviv.](https://www.fishmanmarketing.com/conducting-law-marketing-training-in-tel-aviv-israel/) - Conducting law firm marketing and networking training to Herzog Fox & Ne'eman in Tel Aviv, Israel.
- [Ross selected as a 2017 LawDragon "Leading Legal Strategist"](https://www.fishmanmarketing.com/ross-selected-as-a-2017-lawdragon-leading-legal-strategist/) - Ross Fishman selected as a 2017 LawDragon "Leading Legal Strategist" Fishman Marketing is delighted to announce that Ross Fishman was selected as one of the 2017 LawDragon 100 "Leading Legal Consultants and Strategists." Ross was honored as one of just 6 consultants and strategists worldwide in the "Marketing" category. The Lawdragon 100 Leading Legal Consultants &
- [Offering Joint Networking Training to Your Firm AND Clients](https://www.fishmanmarketing.com/offering-joint-networking-training-to-your-firm-and-clients/) - One way to offer networking training to your young professionals is to offer it together with your top professional-services clients, like banks and CPA firms.
- [January 19 Marketing Presentation to the Hispanic Lawyers Assoc. of Illinois](https://www.fishmanmarketing.com/january-19-marketing-presentation-to-the-hispanic-lawyers-assoc-of-illinois/) - I'm looking forward to addressing the HLAI (Hispanic Lawyers Association of Illinois) again. This marketing presentation will be for the HLAI and the HLAI Business-Development and Practice-Development Committees. This follow-up presentation will be entitled "50 Marketing Ideas in 50 Minutes," on January 19, 2017 from 11:30 to 1:00 at the ISBA Mutual, 20 South Clark Street
- [“We work in a city!” - Is that all you got?](https://www.fishmanmarketing.com/we-work-in-a-city-is-that-all-you-got/) - “We work in a city!” - Is that all you got? Does your website home page still have a skyline? Is that the best you can say about yourself and your law firm? Is that what makes your firm unique? The harsh truth is that you can’t prove that you’re a high-quality law firm if
- [Improve your Law School Recruiting -- for just $3.00.](https://www.fishmanmarketing.com/law-firms-want-to-market-to-local-law-schools/) - Law firms can improve on-campus recruiting results by increasing their name recognition with the law schools. Brand your firm with a useful marketing book!
- [BAD PRECEDENT: Lawyer censured for buying Google keywords for other law firms](https://www.fishmanmarketing.com/bad-precedent-lawyer-censured-for-buying-google-keywords-for-other-law-firms/) - ABA Journal - "Lawyer censured for buying keywords for other lawyers and law firms." I thoroughly disagree with this anti-competitive, anti-consumer censure. It's bad precedent. I was the defense’s law firm marketing/social media expert witness in Habush vs. Cannon & Dunphy on this very issue (although the lawsuit was filed under a Wisconsin state "invasion
- [Ross's Top 10 Law Firm Domain Name Mistakes (Part I)](https://www.fishmanmarketing.com/top-ten-url-and-domain-name-tips/) - Law firm websites often have unusual or non-intuitive URLs or difficult domain names. No one can remember how that happened. This is how to fix it.
- [Trust your sushi chef - and marketers.](https://www.fishmanmarketing.com/trust-your-sushi-chef-and-marketing-consultant/) - Trust your experts to do their job. If you want good marketing, hire good people, set clear expectations. Stay out of their way until they've proven they're not up to the task.
- [Lawyer / Liar "Joke" from 1693.](https://www.fishmanmarketing.com/lawyer-liar-joke-from-1693/) - Lawyer / Liar "Joke" from 1693. I got a lot of comments from the previous 1906 Lawyer/Devil Card, primarily people wanting to see more examples of lawyers being joked about throughout history, or referencing other works from their memories or collections. So I pulled another one from my private marketing-history stash, a 1693 article from
- [Daddy Warbucks on the sad state of law firm client service.](https://www.fishmanmarketing.com/daddy-warbucks-on-the-sad-state-of-law-firm-client-service/) - This "Annie" comic strip details client-service failures in law firms, particularly Daddy Warbucks's weasley little lawyer.
- [Free Sample of our “Ultimate Law Firm Associate’s Marketing Checklist” book.](https://www.fishmanmarketing.com/free-sample-of-our-ultimate-law-firm-associates-marketing-checklist-book/) - Download free the first chapter of Ross Fishman's popular book, "The Renowned Step-By-Step, Year-By-Year Process For Lawyers Who Want To Develop Clients."
- [Crazy Holiday Cards from two ERISA law firms!](https://www.fishmanmarketing.com/crazy-holiday-cards-from-two-erisa-law-firms/) - Two ERISA law firms showcase their personalities with unusual holiday cards, using Pokemon Go and Change themes.
- ["Have Yourself an Unindicted Christmas" Law Firm Holiday Card](https://www.fishmanmarketing.com/have-yourself-an-unindicted-christmas-law-firm-holiday-card/) - Another creative musical video by Waxo, Texas lawyers Hutson & Harris, a "holiday card," singing a medley of revised Christmas songs like "Oh Christmas Weed."
- [The Top 25 Law Firm Website Clichés to Avoid. (2016 Update. PART 2.)](https://www.fishmanmarketing.com/the-top-25-law-firm-website-cliches-to-avoid-part-2/) - Law firm websites often lack a brand or message; they just show boring columns and gavels. Here's Part 2 of a blog post that details what photos to avoid.
- [Awesome Review of “The Ultimate Law Firm Associate’s Marketing Checklist”](https://www.fishmanmarketing.com/awesome-review-of-the-ultimate-law-firm-associates-marketing-checklist/) - Of Counsel book review of “The Ultimate Associate’s Marketing Checklist" -- a well-written, engaging and practical guide—no, make that, bible... the ideal gift."
- [Holiday cards. Don’t sign them? Don’t send them.](https://www.fishmanmarketing.com/holiday-cards-dont-sign-them-dont-send-them/) - Law firms like sending year-end holiday cards, but often take the easy way out, with electronic or emailed cards that don't need to be personally signed.
- [Good Ads and Websites Don't Work.](https://www.fishmanmarketing.com/these-ads-blogs-and-websites-dont-work/) - Safe, bland visuals don't cut through the clutter. If you want your law firm's website, ads, or other marketing to work, you must strive to be more creative.
- [The Secret to Tripling Sidewalk Charitable Contributions](https://www.fishmanmarketing.com/the-secret-to-tripling-sidewalk-charitable-contributions/) - The Secret to Tripling Sidewalk Charitable Contributions A number of years ago I saw a fascinating example of someone who'd (inadvertently) increased his charitable collections from perhaps 1-5% of the passers by to nearly 100%. Here's what happened: A 60-ish man wearing a charity's colorful vest stood on the sidewalk outside a Starbucks and waved his
- [Associate Marketing Checklist - By Year of Practice](https://www.fishmanmarketing.com/associate-marketing-checklist-by-year-of-practice/) - Associate Marketing Checklist - By Year of Practice Here's one of my most popular marketing tools -- the Associate Marketing Checklist – By Year of Practice. It sets forth step-by-step exactly what I think lawyers and other professionals need to do at every stage of their associate careers, so that when they've matured in their legal
- [Awful law firm websites: The ‘Small-Firm Trifecta.’](https://www.fishmanmarketing.com/awful-law-firm-websites-the-small-firm-trifecta/) - Law firm marketing and websites are full of boring cliched images. And the worst of the photos combine gavels, scales of justice, and striped Law books.
- [The Best Law Firm Obituary Logo](https://www.fishmanmarketing.com/the-best-law-firm-obituary-logo/) - Law firms can be measured by how they handle tough times. Here's a firm that sensitively redesigned their logo to reflect the passing of a founding partner.
- [The Top 25 Law Firm Website Clichés to Avoid.](https://www.fishmanmarketing.com/the-top-25-law-firm-website-cliches-to-avoid-part-2-2/) - Law firm websites often lack a brand or message; they just show boring columns and gavels. Here's Part 2 of a blog post that details what photos to avoid.
- [A client is a friend with a problem.](https://www.fishmanmarketing.com/what-is-a-client/) - What is a client...? One of the best definitions I've seen came from the website of Denver law firm Fairfield and Woods, quoting one of its long-time partners: "A client is a friend with a problem." - Charles J. Beise, 1909-1983. This is something every associate should keep in mind while learning to practice law.
- [Best Marketing Committee comments EVER.  #1](https://www.fishmanmarketing.com/best-marketing-committee-comments-ever/) - Best Marketing Committee comments EVER. #1 True Story: Many years ago, we were having some trouble getting a branding campaign and website executed for a small firm; the Marketing Partner's busy trial schedule kept him from meeting deadlines. The project was stalling. I suggested that we might want to bring in some more help. The
- [Howard Law Group featured in The Legal Intelligencer](https://www.fishmanmarketing.com/howard-law-group-featured-in-the-legal-intelligencer/) - Stacy West Clark's article in The Legal Intelligencer regarding innovative law firms' marketing initiatives.
- [The 20 Best Law Firm Tag Lines. Is your firm 'Committed to Mediocrity TM?'](https://www.fishmanmarketing.com/the-20-best-law-firm-tag-lines-is-your-firm-committed-to-mediocrity-tm/) - 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 the slogan that tells your own people how to act, what makes them different, and
- [Smiling Lawyers on Your <yawn> Home Page](https://www.fishmanmarketing.com/the-smiling-lawyers-trap/) - Law firm websites are overwhelmingly dull. Bland text illustrated by photos of their lawyers, one after another. Instead, firms should seek to stand out.
- [Smiling Lawyers on Your  Home Page](https://www.fishmanmarketing.com/the-smiling-lawyers-trap-2/) - Law firm websites are overwhelmingly dull. Bland text illustrated by photos of their lawyers, one after another. Instead, firms should seek to stand out.
- ["City Slickers" and Law Firm Differentiation.](https://www.fishmanmarketing.com/city-slickers-and-law-firm-differentiation/) - Broad, non-differentiated firms struggle in a competitive marketplace. A narrow focus and relentless execution can expedite your success.
- ["I'm Not an Expert, but I Think...."   The Challenge of Client Pitches.](https://www.fishmanmarketing.com/im-not-an-expert-but-i-think-the-challenge-of-client-pitches/) - "I'm Not an Expert, but I Think..." "Mad Men" and The Challenge of Client Pitches. In this brilliant one-minute clip (click here), "Mad Men" captures precisely how Pitch Meetings can go tragically wrong, in any industry or organization. And this definitely includes law and professional-services firms. Helpful ad executive Peggy Olson (Elizabeth Moss) has been
- [Free Sample of our NEW 'Associate Marketing Checklist by Year of Practice'](https://www.fishmanmarketing.com/free-sample-of-our-new-associate-marketing-checklist-by-year-of-practice/) - Here's a sample of our popular "Associate's Marketing Checklist by Year of Practice." It's the Foreword, Introduction, and First-Year Associates chapter.
- [Is your website wearing bell bottoms?  -- "Useful Links."](https://www.fishmanmarketing.com/is-your-website-wearing-bell-bottoms-useful-links/) - Is your website wearing bell bottoms? -- "Useful Links." If your website has a “Links” page that connects visitors to, e.g.: FindLaw, the White House, AOL, Yahoo!, or The Wall Street Journal... ...then fire your web developer and get a new website ASAP. Why? Because they're making you and your firm look technologically clueless and out
- ['If clients hire lawyers, why market The Firm?'](https://www.fishmanmarketing.com/if-clients-hire-lawyers-why-market-the-firm/) - "If clients hire lawyers, why market The Firm?" We get this question a lot. It's a completely legitimate and understandable question. And the old McGraw-Hill ad pasted below answers it beautifully. The ad is aimed at print advertising specifically, but it applies equally to other awareness-enhancing marketing tools like websites, social media, etc. This ad
- [Lacaz Martins - the Brazil Law Firm](https://www.fishmanmarketing.com/lacaz-martins-the-brazil-law-firm/) - Lacaz Martins - the Brazil Law Firm Brazil's Lacaz Martins has 180 lawyers and a competitive market. It wanted to increase its referrals from the United States and had joined Lawyers Associated Worldwide (LAW), an international law firm network, to expand its reach and global network.But law firms struggle with marketing into foreign countries. Google may be omnipresent, but
- [Good-bye Georganne! Enjoy Retirement!](https://www.fishmanmarketing.com/good-bye-georganne-enjoy-retirement/) - Good-bye Georganne! Enjoy Retirement! One of my all-time favorite Administrators is retiring this week -- Shefsky & Froelich’s Georganne Binnie. She's been at the firm 15 years. I’ve worked with Georganne many times over many years, and she’s everything a law firm administrator or executive director should be -- smart, creative, practical, tough yet flexible. Selfless
- [Ladle Rat Rotten Hut (“Little Red Riding Hood”)](https://www.fishmanmarketing.com/ladle-rat-rotten-hut-little-red-riding-hood/) - When creating a new advertisement or website, designers "greek" in "Lorem ipsum dolor sit amet" etc. Here's a fun variation we use for lawyers and law firms.
- [A VERY unique holiday card: 'Are You My Lawyer?'](https://www.fishmanmarketing.com/a-very-unique-holiday-card-are-you-my-lawyer/) - Holiday Card: "Are You My Lawyer?" We all remember the childhood classic "Are You My Mother?" by P.D. Eastman (1960). Well I received an interesting parody of it, "Are You My Lawyer?" by "E.B. Funny." It was created as a holiday card by Phoenix's 11-lawyer Engelman Berger, They're a pretty creative bunch and have done some memorable marketing over the
- [Two Similar Ads: Law Firm vs. Coffee Maker.](https://www.fishmanmarketing.com/two-similar-ads-law-firm-vs-coffee-maker/) - Comparing two advertisements, for a law firm and a coffee maker, that each use a similar split-screen approach for design, quality, and effectiveness.
- [Does your law firm 'Mean Business tm'?](https://www.fishmanmarketing.com/when-king-of-the-hill-uses-your-firms-tag-line/) - If your law or CPA firm's tag line say that you represent "businesses" you're missing an opportunity to do something more effective.
- [Abe Lincoln's 25-cent marketing speech](https://www.fishmanmarketing.com/abe-lincoln-thought-marketing-was-ethical/) - Abe Lincoln's 25-cent marketing speech We've all seen the 1858-59 print advertisements where Abe Lincoln announced the formation of his new law firm, Lincoln & Herndon, in Springfield, Illinois. But did you know that Abe Lincoln also gave marketing and client-development speeches? Here's a newspaper announcement for his Springfield Library Association And he charged 25
- [Why 'Close Door' buttons don't work. Law firm service.](https://www.fishmanmarketing.com/why-close-door-buttons-dont-work-client-service/) - Why "Close Door" buttons don't work. Law Firm Client Service. Did you know that in most elevators, the "Close Door" buttons don't work? Some of them may have worked when originally installed but were disabled over time. Other buttons were created simply to give you the feeling of control over your environment, which apparently is helpful for
- [Law Firm Holiday Cards – Do’s and Don’ts](https://www.fishmanmarketing.com/law-firm-holiday-cards-dos-and-donts-2/) - Law Firm Holiday Cards – Do’s and Don’ts Q: Are holiday cards effective? A: I think that they can be considered one more nice way to stay in touch, to send a friendly communication to a large number of clients and prospects all at once. Of course, I said that they can be effective, not that they typically are. Holiday
- [Two Clever Law Firm Holiday Cards](https://www.fishmanmarketing.com/two-clever-law-firm-holiday-cards/) - Two Clever Law Firm Holiday Cards We're not doing a big Best-Of competition for lawyer holiday cards this year. But two of my early favorite legal photo cards so far have been: 1. The Gerson Law Firm, with their Star Wars: The Force Awakens-themed card showing a Lego Santa standing in line with the Storm Troopers.
- ["The Cubs Win the World Series!"  An old law firm ad.](https://www.fishmanmarketing.com/the-cubs-win-the-world-series-an-old-law-firm-ad/) - Life isn't easy when you grow up as a Cubs fan. I had my little 9-year-old heart broken in 1969, and things haven't improved much in the 45 years since then. Anyway, back in 2007, Fishman Marketing represented a terrific St Louis law firm that offered its clients a remarkable Client Service Guarantee. We created a new
- [Client - 'I don't believe in hammers.'](https://www.fishmanmarketing.com/client-i-dont-believe-in-hammers/) - "I don't believe in hammers." Client - "I don't read marketing." Uh, yeah, you do. And I'll prove it. Let's start here. What is this bottle? Do you know what product it’s marketing? Perhaps the name of the company? Of course you do, it’s Absolut vodka. How about this shape? There’s no label on
- [Measuring the ROI of your Marketing -- it's all about the Benjamins.](https://www.fishmanmarketing.com/measuring-the-roi-of-your-marketing-its-all-about-the-benjamins/) - Measuring the ROI of your Marketing -- it's all about the Benjamins. A post to a law firm LinkedIn Group asked "How do you measure ROI of your marketing activities?" Many respected legal marketers responded, discussing the traditional measurements of increased opportunities, traffic, leads, views, clicks, etc. I don’t buy the "Marketing doesn't generate revenue" argument.
- [What the Hell is This Ad Selling?](https://www.fishmanmarketing.com/what-the-hell-is-this-ad-selling/) - An effective ad has a strong visual, and clear, useful headline. This ad violates the rules and so tells its valuable story to a smaller audience.
- [Marketing your firm within a global network](https://www.fishmanmarketing.com/marketing-your-firm-within-an-international-network/) - This speech shows lawyers and CPAs how to use their international law or accounting firm network memberships to generate more referrals and revenue.
- [VIDEO: Top 10 Law Firm Website Cliches to Avoid at All Costs!](https://www.fishmanmarketing.com/video-top-10-law-firm-website-marketing-cliches-to-avoid-at-all-costs/) - An excerpt from Ross Fishman's award-winning speech detailing the most-overused cliches law firms use on their websites, ads, and other marketing materials.
- [Unique conference giveaway. I bet you don't have one of these.](https://www.fishmanmarketing.com/unique-conference-giveaway-i-bet-you-dont-have-one-of-these/) - Finding creative giveaways is tough. At a New Orleans Lex Mundi program, law firm Jones Walker handed out a memorable item -- hand-painted oyster shells.
- [TODAY is the best time ever to market your firm.](https://www.fishmanmarketing.com/today-is-the-best-time-ever-to-market-your-firm/) - In a recession, money is tight and many firms stop marketing publicly. Advertising budgets are slashed. Reduced competition means more opportunity. Get aggressive!
- [Ntrakwah & Co. Lawyers - Doing Business in Ghana](https://www.fishmanmarketing.com/ntrakwah-co-lawyers-doing-business-in-ghana/) - Ntrakwah & Co. is known as one of Ghana's finest law firms. This article interviews Kwadwo Ntrakwah re the challenges and opportunities of doing business in Ghana.
- [A tongue-in-cheek recollection of LMA's first 20 years.](https://www.fishmanmarketing.com/a-tongue-in-cheek-recollection-of-lmas-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
- [(Mildly NSFW) In honor of Tax Day: "Bend over and grab your ankles."](https://www.fishmanmarketing.com/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)
- [Here's what can happen when everyone uses the same differentiator...](https://www.fishmanmarketing.com/heres-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
- [“When you know you’re right, stick to your guns."](https://www.fishmanmarketing.com/when-you-know-youre-right-stick-to-your-guns/) - A little story about a third-grader learning to not to be swayed by peer pressure or public opinion. Because when you're right, you're right! Right?
- [CBA WEBINAR: Playing the Google Game - Marketing Yourself Online.](https://www.fishmanmarketing.com/cba-webinar-playing-the-google-game-marketing-yourself-online/) - Before a prospect decides to hire you, they'll Google you. Is the result what you want them to see? Only if you've taken charge of it. You can. You should!
- [Don’t get a job at a great firm.  Make your good firm great.](https://www.fishmanmarketing.com/dont-get-a-job-at-a-great-firm-make-your-firm-great/) - Anyone can maintain a brand that's already great. That's just treading water. Instead, try measuring improvement. Making a Good firm Great is more fulfilling.
- [No, we haven't been hacked. These are real lawyer photos.](https://www.fishmanmarketing.com/no-i-havent-been-hacked-these-are-real-lawyer-photos/) - I dunno whether clients say, "If only I could find an oiled-up lawyer in a bikini, THAT'S who I want handling my divorce!" But if they do, they could hire HER...
- [Wildman law firm - sorry to see you go.](https://www.fishmanmarketing.com/wildman-law-firm-sorry-to-see-you-go/) - The merger of Locke Lord and Edwards Wildman Palmer will create mega-firm Locke Lord Edwards, eliminating the Wildman name. That's too bad. It's a great name.
- ['Is this the worst law firm holiday e-card ever?'](https://www.fishmanmarketing.com/is-this-the-worst-law-firm-holiday-e-card-ever/) - A holiday card from a Bulgarian law firm shows Santa handing them Engagement Letters from big companies. Should you mix marketing with religious holidays?
- [Wolf Greenfield's Awesome IP Law Holiday Card](https://www.fishmanmarketing.com/wolf-greenfields-awesome-ip-law-holiday-card/) - Intellectual Property law firm Wolf Greenfield sends fun, creative holiday cards. This year's simulates a Recipe Box with some fun tech-oriented twists and turns
- [Literally the season's BEST law firm holiday card.](https://www.fishmanmarketing.com/literally-the-seasons-best-law-firm-holiday-card/) - Here's a nice simple animated holiday card that leverages the law firm's BEST name and visual brand, echoing the website design.
- [Connecting your law firm holiday card to your brand message.](https://www.fishmanmarketing.com/connecting-your-law-firm-holiday-card-to-your-brand-message/) - This shows how Florida-based law firm Bryant Miller Olive uses its creative Olive-themed brand in its annual holiday cards.
- [Here's the Litigation Ad We Could Never Run.](https://www.fishmanmarketing.com/heres-the-litigation-ad-we-could-never-run/) - We create a variety of ideas when developing a website or ad campaign. We reject many of them for striking the wrong tone or overshooting. Like THIS one....
- [A simply AWFUL law firm SEO effort.](https://www.fishmanmarketing.com/a-simply-awful-law-firm-seo-effort/) - Let's be careful out there! Search-Engine Optimization (SEO) is complex, and many snake oil salespeople are doing firms more harm than good. Like this...
- [Naming Your Competitors in Your Law Firm Marketing](https://www.fishmanmarketing.com/naming-your-competitors-in-your-law-firm-marketing/) - Law marketing is still genteel, governed by both ethics rules and general propriety. Valorem Law is taking no prisoners in its direct approach.
- [Crazy Holiday Cards: Lawyers as Catwoman & Wonder Woman?](https://www.fishmanmarketing.com/unique-law-firm-holiday-cards-lawyers-as-superheroes-and-ballerinas/) - Here's a 2013 holiday card from a California ERISA law firm where the lawyers dressed up as Catwoman and Wonder Woman. Pretty memorable, right?
- [You've never seen ANYTHING like this law firm's unique holiday card...](https://www.fishmanmarketing.com/ive-never-seen-anything-like-this-law-firms-holiday-card/) - Two creative California disability/ERISA lawyers sent out one of the most unusual holiday cards I've ever seen.
- [This Year's First Memorable Law Firm Holiday E-Card (2014)](https://www.fishmanmarketing.com/this-years-first-memorable-law-firm-holiday-e-card-2014/) - Nice job, Borden Ladner Gervais (BLG) law firm, with your 2014 animated "BLG Reads to Kids" program electronic holiday card. A creative animated pop-up book.
- [AD: “Your CMO is stupid. So hire us.”](https://www.fishmanmarketing.com/your-cmo-is-stupid-so-hire-us/) - An offensive ad for a B2B marketing company seeking to get hired by mocking the companies' CMOs.
- [The Absolute Best "Super Lawyer" Ad Design](https://www.fishmanmarketing.com/the-best-super-duper-leading-lawyers-ad/) - Balch & Bingham's innovative approach to designing its "Best Lawyers" or "Super Lawyers" type ad is completely different than the typical "Lawyers in Suits" cliche.
- [Squire Patton Boggs - where's the website?](https://www.fishmanmarketing.com/squire-patton-boggs-wheres-the-website/) - Following a law firm merger, it is important to get the new website online as soon as possible, to show that the new firm is a single, unified entity.
- [How do you market a law firm in a smaller city, state, or country?](https://www.fishmanmarketing.com/how-do-you-market-a-law-firm-in-a-smaller-city-state-or-country/) - How do you market a law firm in a smaller city, state, or country? It's easy to find a lawyer in a big city. How can you generate in-bound referrals if you live in an area where the "big-city" lawyers don’t know anyone? How can you generate business from outside your borders? Here's one way: Most lawyers
- [Here's Proof That Marketing is More Important than Technology.](https://www.fishmanmarketing.com/heres-proof-that-marketing-is-more-important-than-technology/) - Here's Proof That Marketing is More Important than Technology. You meet someone at a party or conference and she seems smart and skilled. So you get her card and do the next thing people do, you visit her firm’s website. Then you see this home page: Does she still seem as smart as you originally
- [Ross inducted into the LMA/Midwest Hall of Fame](https://www.fishmanmarketing.com/ross-inducted-into-the-lmamidwest-hall-of-fame/) - Ross inducted into the LMA/Midwest Hall of Fame At the Midwest Chapter's recent 2012 Your Honor Awards, Ross was inducted into the chapter's Hall of Fame. The gracious induction speech was delivered by Joy Long, Director of Marketing at Ostrow Reisin Berk & Abrams, below: The LMA Hall of Fame was created to recognize extraordinary
- [ABA Journal's article re Eye-Tracking technology](https://www.fishmanmarketing.com/aba-journals-article-re-eye-tracking-technology/) - ABA Journal's article re Eye-Tracking technology We wrote a few posts regarding the innovative new eye-tracking technology we used to test various Vedder Price marketing campaigns before developing the website for its London office and renowned Global Transportation Finance practice. In case you missed it, there’s a terrific article in the April, 2012 ABA Journal
- [Need a law firm tag line?  Try one of these.](https://www.fishmanmarketing.com/need-a-law-firm-tag-line-try-one-of-these/) - A light-hearted look at law firm tag lines, slogans, brands, and differentiation. "All the law that's fit to market."
- [I've never seen business cards distributed like THIS before.](https://www.fishmanmarketing.com/ive-never-seen-business-cards-distributed-like-this-before/) - Would you distribute business cards via a plastic card holder magnetically affixed to your car? Yeah, me neither.
- [“Lawyers are Poor [and] unable to make… a bare living.” ](https://www.fishmanmarketing.com/in-1911-ny-lawyers-didnt-have-enough-business/) - “Lawyers are Poor [and] Unable to make… a bare living.” In 1911, NY Lawyers Didn't Have Enough Business. “Hard times have beset many lawyers in Manhattan and the Bronx.” Subtitled “Too Many in New York for the Amount of Business,” an article from a 1911 newspaper, discussed that in New York there wasn’t enough business
- [Should we offer training to our summer associates?](https://www.fishmanmarketing.com/should-we-offer-training-to-our-summer-associates/) - Should your law firm offer summer associates skills training in marketing, networking, LinkedIn profiles, ethics, or continuing legal education (CLE) programs?
- [“Marketing Whiz Shows Law Firms How to Get Noticed and Generate Clients.”](https://www.fishmanmarketing.com/marketing-whiz-shows-law-firms-how-to-get-noticed-and-generate-clients/) - Of Counsel magazine's terrific Q&A profile of Fishman Marketing's CEO, Ross Fishman, discussing his career and clients.
- [Marketing and Biz Dev Training for Litigators](https://www.fishmanmarketing.com/marketing-litigators-marketing-vs-biz-dev/) - Litigators are unique. They need marketing training that fits their practices and personalities, plus business-development skills that bring in work.
- [Q:  If clients hire lawyers, why market The Firm?](https://www.fishmanmarketing.com/q-if-clients-hire-lawyers-why-market-the-firm/) - Q: "If clients hire lawyers, why market The Firm?" We hear this a lot. It's a completely understandable question. The short answer - It's tough to get hired if your targets have never heard of your firm. If your prospects don’t know you, your firm, your reputation, skills, services, or clients, it’s going to be
- ["We Don't Need No Stinkin' Marketers" Ad.  Oops.](https://www.fishmanmarketing.com/we-dont-need-no-stinkin-marketers-ad-oops-2/) - "We Don't Need No Stinkin' Marketers" Ad. Oops. I love flipping through those "Super Duper Leading Best Lawyers" magazine inserts. The sales force already sold the lawyers on the urgent need to buy a $10,000 full-page ad alongside dozens or hundreds of others, all of which are going to have group shots of lawyers in
- [The Best ACC Conference Giveaways. Part One.](https://www.fishmanmarketing.com/the-best-acc-conference-giveaways-part-one/) - The Best ACC Conference Giveaways. Part One. I was speaking at a Meritas conference a little while ago, which was timed to coincide with the Association of Corporate Counsel (ACC) annual conference. We’d designed Meritas’s new booth, so we went to see it in action. Here's the backdrop: I like to wander Exhibit Halls to
- [Don't miss our ABA marketing webinar on Friday at 12:00 CST](https://www.fishmanmarketing.com/dont-miss-this-aba-marketing-webinar-on-friday-at-1200-cst/) - Sign up for this ABA webinar on Friday at 12:00 noon CST! Moderated by the terrific Kathy Morris, I'm co-presenting a marketing webinar with the verbally formidable Julie Eichorn. Just 45 fast-paced minutes, we're going to pack a lot of content into a very short amount of time. Click HERE to register. CareerAdvice Live! is a free monthly webinar series that
- [Winston & Howrey - the Naming Question](https://www.fishmanmarketing.com/winston-howrey-the-naming-issue/) - "Winston & Howrey" - the Naming Question I was interviewed recently for an article discussing the looming "merger" of Winston & Strawn and Howrey LLP, particular regarding what the firms should do regarding The Name Issue. Should Winston & Strawn change its name? If so, to what? In these situations, sometimes the answer is fairly obvious, either because one firm is too
- [Big court victory for law firm consumers re online marketing and Google AdWords](https://www.fishmanmarketing.com/big-court-victory-for-law-firm-consumers-re-online-marketing-and-google-adwords/) - Big court victory for law firm consumers re online marketing and Google AdWords I was a small part of a big court win for legal marketing today that I wanted to share. A Wisconsin lawsuit involving Google AdWords was filed a couple years ago that could have had a chilling effect upon the freedom of law firms
- [James Patterson on Marketing - "Hit them with a cream pie, then say something smart."](https://www.fishmanmarketing.com/james-patterson-on-marketing-hit-them-with-a-cream-pie-then-say-something-smart/) - James Patterson on Marketing - "Hit them with a cream pie, then say something smart." James Patterson is the world's highest-paid author, and one of the most prolific. But he got his start in the advertising world. Brian Williams called him “A latter-day Don Draper who rose all the way to the top of mega-agency J.
- [If the "Friends" logo were a law firm....](https://www.fishmanmarketing.com/if-the-friends-logo-were-a-law-firm/) - If the "Friends" logo were a law firm.... Remember “Friends?” We all loved that show. It was one of the top TV shows from 1994-2004 (now in syndication). The production company was "Bright Kauffman Crane productions," and their logo had a colorful, slightly offbeat feel to it. The letters were askew, the horizontal lines weren’t
- [Our Vedder Price work featured in a new UK Interface Design book.](https://www.fishmanmarketing.com/our-vedder-price-work-featured-in-a-new-uk-interface-design-book/) - Our Vedder Price work featured in a new UK Interface Design book. Hot off the presses: Our design and website work for Vedder Price was prominently featured in a new book from the United Kingdom called “Interface Design - An Introduction to Visual Communication in UI Design” available on Amazon. The book discusses how to
- [So? What do you think of TODAY'S holiday cards?  ](https://www.fishmanmarketing.com/so-what-do-you-think-of-todays-holiday-cards/) - So? What do you think of today's holiday cards? I've been railing about holiday card do's and don'ts for over 20 years (click here for more detail). Sometimes I think the word is getting out. Other times I just sigh. Usually I rant about the cover, the branding page, which is what sets the
- [The winner for 2013's WORST law firm marketing.](https://www.fishmanmarketing.com/the-winner-for-2013s-worst-law-firm-marketing-is/) - The winner for 2013's WORST law firm marketing. I still think the Law Society’s “Which of these men do you think would be best at rape?” ad is the worst, most-offensive campaign in the 300-year history of legal industry marketing. But today, in 2013, I think we may have a tie. Courtesy of our friends
- [This is how GOOGLE markets a seminar, baby.](https://www.fishmanmarketing.com/this-is-how-google-markets-a-seminar-baby/) - This is how GOOGLE markets a seminar, baby. Many law firms send large numbers of seminar invitations, hoping to fill the seats. Of course, the goal should be quality rather than quantity - i.e. it's better to have the right people rather than simply a lot of people. But quantity is much easier to execute
- [LCA 2012 Fall Conference & Induction of Fellows](https://www.fishmanmarketing.com/2012-fall-conference-induction-of-fellows-3/) - Ross Fishman will be presenting at the LCA 2012 Fall Conference & Induction of Fellows on May 9-11, 2012 at Four Seasons Resort, The Biltmore in Santa Barbara, California. -------------------------------- Law Firm Speakers and Retreats is a Speakers Bureau designed for the legal profession. Offering 100 of the most-popular lawyer marketing training, law firm retreat, and CLE and Ethics programs
- [Law Firm Media Professionals](https://www.fishmanmarketing.com/law-firm-media-professionals/) - Law Firm Media Professionals Ross Fishman will be speaking t0 the Law Firm Media Professionals in New York on April 18, 2012.
- [ALA Region 3 Conference](https://www.fishmanmarketing.com/ala-region-3-conference-2/) - ALA Region 3 Conference Ross Fishman will be speaking on digital and online marketing at the ALA Region 3 Conference, at The Depot Renaissance in Minneapolis, September 13-15, 2012. -------------------------------- Law Firm Speakers and Retreats is a Speakers Bureau designed for the legal profession. Offering 100 of the most-popular lawyer marketing training, law firm retreat, and CLE and Ethics programs
- [Litigation Counsel America](https://www.fishmanmarketing.com/litigation-counsel-america/) - Litigation Counsel America Ross Fishman will be speaking at the Litigation Counsel of America at The Breakers in Palm Beach on October 24-26, 2012. ------------------------ See also Law Firm Speakers and Retreats, a speakers bureau designed for lawyers and the legal profession. Offering 100 of the most-popular lawyer marketing training, law firm retreat, and CLE and Ethics speakers, programs
- [Integrated Marketing in a Rebounding Economy](https://www.fishmanmarketing.com/integrated-marketing-in-a-rebounding-economy-ala-lma/) - Integrated Marketing in a Rebounding Economy Ross Fishman will be presenting Integrated Marketing in a Rebounding Economy to the ALA and LMA at the Cleveland Bar Association in Cleveland, Ohio on March 27, 2012.
- [MSI Global, 2012 International Conference](https://www.fishmanmarketing.com/msi-global-2012-international-conference/) - MSI Global, 2012 International Conference Ross Fishman will be speaking at the MSI Global 2012 International Conference, to be held at the Fairmont Miramar in Santa Monica, on October 20-23, 2012. ------------------------ See also Law Firm Speakers and Retreats, a speakers bureau designed for lawyers and the legal profession. Offering 100 of the most-popular lawyer
- [Exciting New 7-Week, Live-Online Associate-Marketing Class](https://www.fishmanmarketing.com/exciting-new-7-week-live-online-associate-marketing-class/) - Exciting New 7-Week, Live-Online Associate-Marketing Class Beginning this Tuesday, Aug. 13, I will be conducting a live, online, 7-week associate-marketing course for Thomson Reuters' West LegalEdcenter. The program is called: “Accelerate Your Business Development: How to Create a Successful Individual Marketing Plan.” It is an interactive live-online course with 11 hours of training over 7 Tuesday
- [The worst law firm website group photo ever?](https://www.fishmanmarketing.com/the-worst-law-firm-website-group-photo-ever/) - The worst law firm website group photo ever? At Fishman Marketing, we develop a lot of law firm websites, probably 20-30 legal sites per year. We see our job as helping the law firms: Use websites, branding, and other marketing tools to develop business, and Avoid mistakes. Neither one is easy, but both are important.
- [Low-Res Art - the Pixelated Supreme Court](https://www.fishmanmarketing.com/low-res-art-the-pixelated-supreme-court/) - Low-Res Art - the Pixelated Supreme Court I saw these on Boing Boing and thought they were adorable. I'm not exactly sure how to use them for marketing purposes yet, but I'll come up with something. "Andy Rash has been making super low res portraits that are short on pixels but packed with awesome. He's calling
- [When your marketers are still living in the 1970s...](https://www.fishmanmarketing.com/when-your-marketers-are-still-living-in-the-1970s/) - When your marketers are still living in the 1970s... I saw an ad for Ally Bank in this month's Fast Company magazine that inadvertently highlighted the value of demographic variety on creative teams. ... Because any Summer Intern or college temp would have caught this mistake. Do you see it? You would if you are under
- [120 Powerful Law Marketing Case Studies.](https://www.fishmanmarketing.com/a-veritable-art-museum-of-65-law-marketing-case-studies/) - 120 Powerful Law Marketing Case Studies. At Fishman Marketing, we've been pretty proud of our work over the years. We've represented hundreds of firms in integrated, multi-faceted marketing campaigns -- powerful differentiation programs that helped firms of all shapes and sizes dominate their chosen practice, industry, or geographic markets. Websites, micro-sites, print and electronic advertising
- [CBS News anchor Scott Pelley thanks Jones Day.](https://www.fishmanmarketing.com/cbs-news-anchor-scott-pelley-thanks-jones-day-law-firm/) - CBS News anchor Scott Pelley thanks Jones Day. I always thought this was one of the best examples of opportunistic and strategic marketing by a major law firm. Jones Day's Washington DC office apparently has a great view overlooking the US Capitol, because whenever there's a major DC event, CBS News broadcasts from Jones Day's
- [An awesome courtroom drama... cartoon.](https://www.fishmanmarketing.com/an-awesome-courtroom-drama-cartoon/) - An awesome courtroom drama... cartoon. We’ve all seen the classic "trial" movies. 12 Angry Men. To Kill a Mockingbird. Anatomy of a Murder. Inherit the Wind. Witness for the Prosecution. Judgment at Nuremberg. Even The Verdict, although it regularly makes me want to yell “Object, you idiot!” (My personal favorite is My Cousin Vinny.) An almost-unknown
- [Is your Website a 24/7 Cheap Suit?](https://www.fishmanmarketing.com/is-your-website-a-247-cheap-suit/) - Is your Website a 24/7 Cheap Suit? A lawyer I know is obsessive about his appearance. He wears $2,000 Italian suits, starched white shirts with French cuffs, and has a personal shoe-shine guy come to his office every few days. He drives a highly polished 7-series Mercedes he'll only park indoors, and he hired a
- [Tell your firm's story with pictures. Like THIS. . . .](https://www.fishmanmarketing.com/tell-your-firms-story-with-pictures-like-this/) - THESE pictures are worth 1,000 words. Lorne MacLean is likely British Columbia’s top consumer lawyer. He grew his family law practice into one of Vancouver’s largest and finest practices (remember our award-winning wedding cake ad?), then diversified into other areas, including e.g. personal injury, criminal defense, and estate litigation. Here are the two visuals we developed
- [Fostering Good Marketing - Jones Foster.](https://www.fishmanmarketing.com/fostering-good-marketing-jones-foster/) - Fostering Good Marketing - Jones Foster. Jones Foster Johnston & Stubbs is a high-quality, old-line West Palm Beach, Florida law firm -- 35 great lawyers and a relatively conservative and wealthy target audience. As we discussed previously in our "Name-based marketing" post, it can be useful for marketing purposes if your firm has a fortuitous
- [Here's EXACTLY what people look at on your website.](https://www.fishmanmarketing.com/heres-exactly-what-people-look-at-on-your-website/) - Here's EXACTLY what people look at on your website. Which website design works better? We’re using some pretty amazing technology to (1) help select the most effective campaign, (2) ensure that viewers focus on our message, and (3) optimize the design and layout. Check this out: Here's the story: These two home pages are intended
- [Drinker Biddle's Clever Holiday Card.](https://www.fishmanmarketing.com/drinker-biddles-clever-holiday-card/) - Drinker Biddle's Clever Holiday Card. Holiday cards are tricky. Law firms want to be creative and memorable, while needing to avoid anything marketing-oriented, religious, or clichéd (no snowy skylines, children’s artwork, pine trees, etc.). We must cut through the clutter without risking offending people. It’s a fine line, and most firms err on the side
- [Opryland’s 24 MPH speed limit - and your website statistics.  ](https://www.fishmanmarketing.com/oprylands-24-mph-speed-limit-and-your-website-statistics/) - Opryland’s 24 MPH speed limit - and your website statistics. Opry Mills, the mega-mall outside of the Grand Ole Opry, has a curious 24 MPH speed limit. It caused us to wonder about it. Why 24 instead of the typical 25? We came up with three possible explanations, and ultimately a thought about its relevance
- [We'll miss you, Judi.](https://www.fishmanmarketing.com/well-miss-you-judi/) - We'll miss you, Judi. Legal Marketing lost a kind and loving person this week, Judi Weingarz. A pillar in Chicago's LMA community for decades, she was most recently the Director of Marketing at the Interlex Group. Judi was wonderful - smart, hard working, creative, tough, and fun. She had a wry sense of humor and a
- [Court reporters need good marketing too.](https://www.fishmanmarketing.com/court-reporters-need-good-marketing-too/) - Court reporters need good marketing too. A number of years ago, after speaking on marketing and branding at an association of court reporters, we’d received a lot of interest in developing some brand-related ads for smaller, local and regional court reporting companies. There were a few large national companies that were consolidated collections of smaller
- [A tag line we really like: “Defense Lawyers.  Defense Leaders.”](https://www.fishmanmarketing.com/a-tag-line-that-doesnt-suck-defense-lawyers-defense-leaders/) - A tag line we really like: “Defense Lawyers. Defense Leaders.” We developed an integrated marketing campaign for FDCC, the Federation of Defense & Corporate Counsel. It’s an international honorary association of 1,000 of the absolute best defense litigators and in-house professionals. "From the courthouse and in-house." It’s an astonishingly credentialed organization; I’m not sure the CIA
- [NICHE - Estate Planning.  For your PET.](https://www.fishmanmarketing.com/niche-estate-planning-for-your-pet-3/) - NICHE - Estate Planning. For your PET. I used to joke in my presentations about the many law firms whose tag lines proclaimed "Representing Individuals and Businesses.TM" My thought was always, "Really? THAT's how you're focusing your practice? You won't represent PETS?!" I've long thought that there are more lucrative niche practices available
- [We were invited to compete for a branding campaign...](https://www.fishmanmarketing.com/we-were-invited-to-compete-for-a-branding-campaign/) - We were invited to compete for a branding campaign and website for a local firm. There was a lengthy, detailed RFP to respond to that was going to take a number of days to respond to. It was a good piece of business, we were the only local choice with sufficient legal experience to do
- [Timber Law Campaign](https://www.fishmanmarketing.com/timber-law-campaign/) - Timber Law Campaign Here are a couple images from a campaign we developed for Watson Bennett, a Buffalo firm that boasts one of the nation's leading practices working for various interests within the timber and forestry industries. They'd already created separate TimberLaw.com and ForestryLaw.com websites, but needed to drive traffic to them through the industries' trade
- [Possibly the best lawyers we've ever worked for.](https://www.fishmanmarketing.com/possibly-the-best-lawyers-weve-ever-worked-for/) - Possibly the best lawyers we've ever worked for. We absolutely love these guys. Imagine you’re at home when you get an official-looking letter from the government telling you that your home’s tap water just might be poisonous. The water you’ve been drinking. And cooking your spaghetti in. And bathing your children in. And actually, it’s
- [How to PROVE your website conveys the right message.  Interesting RESULTS.](https://www.fishmanmarketing.com/how-to-prove-your-website-conveys-the-right-message-interesting-results/) - How to PROVE your website conveys the right message. Interesting RESULTS. [Here’s the third installment in the Vedder Price London Launch series. Parts ONE and TWO here.] After the web-based market-research participants have had their eyeballs tracked all over the ads, websites or other marketing materials, we asked a series of questions regarding their perceptions
- [Did Mktg Ruin the Law's Image? Did Advertising Kill Atticus Finch?](https://www.fishmanmarketing.com/did-mktg-ruin-the-laws-image-did-advertising-kill-atticus-finch/) - Did Mktg Ruin the Law's Image? Did Advertising Kill Atticus Finch? When olde lawyers start blaming Marketing for destroying the venerated, Atticus Finch image of the legal profession, starting around 1977 with the Bates case, I like to point them toward evidence like this 1906 card: "HERE'S to the LAWYER" Virtue in the
- [A sincere thanks to Ernie the Attorney](https://www.fishmanmarketing.com/a-sincere-thanks-to-ernie-the-attorney/) - A sincere thanks to Ernie the Attorney A heartfelt thanks to the renowned "Ernie The Attorney" Svenson, of the Svenson Law Firm for his gracious recommendation of this blog: "If you're interested in marketing your law practice there's a name you need to know above all others: Ross Fishman. "I have known Ross for several years, first
- ["Law" is more interesting than "Love"  - Google's Ngram Viewer](https://www.fishmanmarketing.com/law-is-more-interesting-than-love-googles-ngram-viewer/) - "Law" is more interesting than "Love" - Google's Ngram Viewer Another astonishing free tool just launched by Google Labs is the Ngram Viewer. which enables users to "visualize how language and literature have changed over time, by searching... more than 500 billion words from 5.2 million books in Chinese, English, French, German, Russian, and Spanish"
- [Yes, [lawyers in] Virginia, there IS a Sandy Clause, Esq.](https://www.fishmanmarketing.com/yes-lawyers-in-virginia-there-is-a-sandy-clause-esq/) - Yes, [lawyers in] Virginia, there IS a Sandy Clause, Esq. In the spirit of the season, I think we should all wish a very Merry Christmas to Sandy Clause, Esq.* She's no longer practicing at The Singleton Law Firm, though. Merry Christmas and happy holidays, everyone. Thanks for reading my blog. Ross * I believe
- [STAND OUT - It's not about the fanciest photos](https://www.fishmanmarketing.com/stand-out-its-not-about-the-fanciest-photos/) - STAND OUT - It's not about the fanciest photos There's a disturbing trend in law marketing where the advertising/design/branding agency builds a highly visible campaign around a series of eye-catching photos. They can be crazy animals, or people acting weirdly, or all sorts of things. This can be effective, although having its agency sort
- [Timing the high jump.* How many "hits" should a website get?](https://www.fishmanmarketing.com/timing-the-high-jump-how-many-hits-should-a-website-get/) - Timing the high jump.* How many "hits" should a website get? We often get asked "how many hits" or "how many visitors" a law firm's website should get. Unfortunately, those are the wrong questions. Law firms like to compare their results against industry practices, and evaluate the return on their website or search-engine-marketing efforts with metrics you can
- [Want to prove SEO works? The Brazil Results are in!](https://www.fishmanmarketing.com/want-to-prove-seo-works-the-brazil-results-are-in/) - Want to prove SEO works? The Brazil Results are in! Just two months before heading to Rio de Janeiro, Brazil for the Lawyers Associated Worldwide (LAW) annual conference we discussed with the host firm, Lacaz Martins et al. their interest in using the internet to seek referrals from US law firms. Our initial investigation showed
- [Personal Injury Niche - Injured Civilian Contractors](https://www.fishmanmarketing.com/personal-injury-niche-injured-civilian-contractors/) - Personal Injury Niche - Injured Civilian Contractors Personal injury firms have learned that specializing is the way to differentiate themselves and stand out, and they're always looking for new ideas. Previous examples included specializing in things like motorcycle injuries (make sure your speakers are turned on...), dog bites, traumatic brain injuries, cerebral palsy, FELA (a train wreck
- [The legal profession's BEST 2010 ad. We won!](https://www.fishmanmarketing.com/the-legal-professions-best-2010-ad-we-won/) - The legal profession's BEST 2010 ad. We won! Just back from the Legal Marketing Association (LMA) annual conference at the Disney Yacht & Beach Club in Orlando, along with over 1,100 attendees, speakers, and vendors. As always, the LMA's annual Your Honor Awards included hundreds of high-quality entries. We were gratified to receive the trophy for the legal profession's "Best Single Advertisement" for the "Anti-Best
- [Branding - London must replace its red phone booths](https://www.fishmanmarketing.com/branding-london-must-replace-its-red-phone-booths/) - Branding - London must replace its red phone booths I was in London awhile ago, giving a speech for MSI Global Alliance's Global Conference. London's one of my favorite cities, but I hadn't been there in awhile. Walking around the city reminded me of the controversy a couple years ago when they started removing those wonderful red
- ["Client Service. It's Our Thing." website](https://www.fishmanmarketing.com/client-service-its-our-thing-website/) - "Client Service. It's Our Thing." website ThompsonMcMullan is an interesting Richmond, VA firm, and we’ve been looking for an opportunity to work with Amy Smith, among our favorite marketers, and one of LMA’s most-loyal leaders and volunteers. We know how clients value high-quality service. Clients have complained for decades that their lawyers don't return their
- [FDCC’s Visibility and Online-Marketing Initiative](https://www.fishmanmarketing.com/fdccs-visibility-and-online-marketing-initiative/) - FDCC’s Visibility and Online-Marketing Initiative Building the brand for an association of the nation’s top defense lawyers. The Federation of Defense & Corporate Counsel asked Fishman Marketing to develop a marketing and differentiation campaign to enhance the visibility and name recognition of the FDCC within the business and insurance communities. Fishman Marketing’s dedicated team of
- ["Birth, Death & Rebirth of a Law Firm"](https://www.fishmanmarketing.com/birth-death-rebirth-of-a-law-firm/) - "Birth, Death & Rebirth of a Law Firm" A number of years ago, we helped launch a dynamic Seattle litigation boutique, The Buck Law Group (the campaign is detailed here. Led by one of the Northwest's top trial lawyers, Peter Buck, who had decided to spin off his trial practice from the well-known firm he'd
- ["Our website's from 2003. We suck."  [Six-Word Stories]](https://www.fishmanmarketing.com/3541/) - "Our website's from 2003. We suck." [Six-Word Stories] About a year ago, I asked readers and lawyers to write some "Six Word Stories" that relate to their daily lives, after hearing a story about them on NPR. I posted a few dozen - here's the link. Here are another 30 stories. They're funny, clever, smart,

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- [Projects](https://www.fishmanmarketing.com/project-archives/) - Balch – Beach/Birch/BenchBalch – Eye TrackBalch – Office AdsBalch’s LawyersBryant Miller OliveBug LawyersCarlton Fields, AppellateCarlton Fields, AtlantaCarlton Fields, ConstructionCatholic Personal Injury FirmChildress InsuranceCitrin Cooperman CPAsClausen Crane LawCollins Law FirmCoplan & Crane – PI LawyersCourt Reporting CompaniesCriminal Defense LawDon’t Text and DriveFB Rice – Wine IPFDCC – Defense CounselFed. of Regulatory CounselFenwick & West law student
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- [About Us](https://www.fishmanmarketing.com/about-us/) - Menu Overview Testimonials Clients Awards ABOUT US Fishman Marketing is your one-stop solution for strategy, marketing, branding, and leading-edge websites. Founded 20 years ago by Ross Fishman, a former litigator, marketing director, and marketing partner, we have grown to become a global leader in professional-services marketing. Agencies often look the same from the outside. But the
- [Clients](https://www.fishmanmarketing.com/clients/) - Representative Clients Fishman Marketing has represented a wide range of clients in strategic marketing, branding, website, and training projects. Below are a sample list of the types of law and professional-services firms and organizations we have represented, worldwide. Extra-Large Firms (>500 lawyers) Akin Gump, Washington, DC Baker & Hostetler, Cleveland Barnes & Thornburg, Indianapolis Drinker Biddle,
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## Slides

- [Branding](https://www.fishmanmarketing.com/home_slider/slider-5-branding/)
- [sites](https://www.fishmanmarketing.com/home_slider/slider-1/)
- [technology](https://www.fishmanmarketing.com/home_slider/slider-3-technology/)
- [powerful visual](https://www.fishmanmarketing.com/home_slider/slider-4-powerful-visual/)
- [Ross](https://www.fishmanmarketing.com/home_slider/slider-2-2/)

## Portfolio

- [Galloway, Johnson, Tompkins, Burr & Smith](https://www.fishmanmarketing.com/portfolio/galloway/)
- [Neal Novak Law Offices](https://www.fishmanmarketing.com/portfolio/neal-novak/)
- [Fisher Phillips](https://www.fishmanmarketing.com/portfolio/fisher-phillips/)
- [Waterfall Attorneys](https://www.fishmanmarketing.com/portfolio/waterfall-attorneys/)
- [Borkan & Scahill](https://www.fishmanmarketing.com/portfolio/borkan-scahill/)
- [Brunini](https://www.fishmanmarketing.com/portfolio/brunini/)
- [Litchfield Cavo](https://www.fishmanmarketing.com/portfolio/litchfield-cavo/)
- [Heslin Rothenberg Farley & Mesiti P.C.](https://www.fishmanmarketing.com/portfolio/heslin-rothenberg-farley-mesiti-p-c/)
- [Roetzel & Andress](https://www.fishmanmarketing.com/portfolio/roetzel-andress/)
- [Wiedner & McAuliffe](https://www.fishmanmarketing.com/portfolio/wiedner-mcauliffe/)
- [Walker Wilcox Matousek](https://www.fishmanmarketing.com/portfolio/walker-wilcox-matousek/)
- [Alvarado Smith](https://www.fishmanmarketing.com/portfolio/alvarado-smith/)
- [Guidepost Solutions](https://www.fishmanmarketing.com/portfolio/guidepost-solutions/)
- [Gordon Arata Montgomery Barnett](https://www.fishmanmarketing.com/portfolio/gordon-arata-montgomery-barnett/)
- [Conner Winters](https://www.fishmanmarketing.com/portfolio/conner-winters/)
- [Duff & Phelps](https://www.fishmanmarketing.com/portfolio/duff-phelps/)
- [Weltman Weinberg & Reis](https://www.fishmanmarketing.com/portfolio/weltman-weinberg-reis/)
- [Drinker Biddle Health Care](https://www.fishmanmarketing.com/portfolio/drinker-biddle-health-care/)
- [Hoogendoorn Trust & Estates Lawyers](https://www.fishmanmarketing.com/portfolio/hoogendoorn-trust-estates-lawyers/)
- [Constangy, Brooks, Smith & Prophete](https://www.fishmanmarketing.com/portfolio/constangy-brooks-smith-prophete/)
- [Case Studies](https://www.fishmanmarketing.com/portfolio/case-studies/)
- [Figliulo & Silverman](https://www.fishmanmarketing.com/portfolio/figliulo-silverman/)
- [Glenn Feldman](https://www.fishmanmarketing.com/portfolio/glenn-feldman/)
- [Howard Law Group](https://www.fishmanmarketing.com/portfolio/howard-law-group/)
- [McNees Wallace & Nurick](https://www.fishmanmarketing.com/portfolio/mcnees/)
- [Bryant, Miller, Olive](https://www.fishmanmarketing.com/portfolio/bryant-miller-olive/)
- [Novack and Macey](https://www.fishmanmarketing.com/portfolio/novack-and-macey/)
- [StevensVIRGIN](https://www.fishmanmarketing.com/portfolio/stevensvirgin/)
- [Shaw Fishman](https://www.fishmanmarketing.com/portfolio/shaw-fishman/)
- [Hawley Troxell](https://www.fishmanmarketing.com/portfolio/hawley-troxell/)

## Projects - OLD

- [LP's GayLaw Practice Group](https://www.fishmanmarketing.com/projects/lps-gaylaw/) - In 2000, LP launched "Gay Law," the first law firm "gay and lesbian" practice initiative. Considered risky and controversial, the firm was ahead of its time.
- [Vedder's Transportation Finance Group](https://www.fishmanmarketing.com/projects/vedders-transportation-finance/) - Vedder Price is a 250-lawyer Chicago-based firm with offices in New York and DC. A full-service practice, it also had one of the world’s leading equipment finance practices, with particular expertise in the transportation industry, and even more specialized leadership in aviation finance. They had 40 full-time lawyers in this practice, making it one of
- [Fenwick & West law student recruiting](https://www.fishmanmarketing.com/projects/fenwick-west/) - Fenwick, a leading high-tech firms, had an enviable culture but struggled to recruit law students. This post details how they tripled their recruiting success.
- [Vedder's merger strategy and marketing](https://www.fishmanmarketing.com/projects/vedder-london-launch/) - When law firms merge, it is vital to identify every target audience and develop an outreach plan for each one, supported by effective marketing collaterals.
- [Goldberg Simpson](https://www.fishmanmarketing.com/projects/goldberg-simpson/) - Goldberg Simpson was an eclectic mix of practice areas but their Type-A approach kept them connected. This award-winning marketing put them on the map.
- [Levenfeld Lateral Recruiting](https://www.fishmanmarketing.com/projects/levenfeld-pearlstein-recruiting/) - When your firm offers something better or different, boldly spread the message so those who are seeking that in their workplace will know to call for more info
- [Winstead](https://www.fishmanmarketing.com/projects/winstead/) - Winstead is a dynamic 250-lawyer Texas based firm. The firm was aggressive, with a dynamic chairman Denis Clive Braham and progressive style. Its brand needed a fresher, more modern approach, to keep pace with its fast-moving competitors. The firm asked Fishman Marketing to help overhaul its look and creativity. We persuaded its leaders to focus
- [Laner Muchin](https://www.fishmanmarketing.com/projects/laner-muchin/) - Take the Laner Challenge Laner Muchin is a 40-lawyer labor and employment firm, one of the country's finest boutiques. In addition to providing high-quality legal skills, they are likely the world’s most-responsive law firm, returning all client calls within two hours, even faster in emergencies. In an exhaustive series of intake interviews, we identified this critical service
- [Ungaretti's Written Service Guarantee](https://www.fishmanmarketing.com/projects/ungaretti/) - You can claim quality. Or you can prove it. The 1989 recession hit the Chicago legal community hard, particularly damaging the stellar reputation of Ungaretti & Harris, one of Chicago's leading mid-sized law firms. Five years later, the firm sought to revitalize its tarnished image, needing a bold strategy to regain its quality reputation. To
- [Sandberg's Guarantee](https://www.fishmanmarketing.com/projects/sandberg/) - A powerhouse St Louis litigation firm, Sandberg Phoenix had a terrific reputation and loyal clients which consistently rated it an “A+” in client surveys, far exceeding the industry average. It had been offering clients a service guarantee for nearly 25 years, but hadn’t marketed that message beyond its own clients. We decided to showcase the
- [Shefsky & Froelich](https://www.fishmanmarketing.com/projects/shefsky-froelich/) - Known as one of Chicago's most entrepreneurial mid-sized business firms, Shefsky & Froelich (now Taft) had a reputation for bringing creative solutions to client problems. We worked closely with the firm's terrific marketing team, primarily Executive Director Laura Thompson and Marketing Partner Alan Slagel. After conducting marketing and branding training and conducting dozens of interviews,
- [Williams Parker](https://www.fishmanmarketing.com/projects/williams-parker/) - Williams Parker is a highly skilled law firm with one of central Florida's leading tax and estate-planning practices. Among the oldest and largest law firms based in Sarasota, its target clients were affluent retirees who supported Sarasota's vibrant cultural and arts scene. Following a detailed intake process to identify the firm’s unique style, we redesigned
- [Novack and Macey](https://www.fishmanmarketing.com/projects/novack-and-macey/) - Novack and Macey Challenge They had an enviable trial record and needed a campaign that showcased their skills as a high-end alternative to big firms, a small firm that was just as good as the big firms -- better, in fact, for everything except those disputes which require enormous teams of lawyers. Strategy We developed
- [GrayRobinson](https://www.fishmanmarketing.com/projects/gray-robinson/) - A dominant Florida firm with offices statewide, GrayRobinson lawyers offer a focus on representing local and regional clients with a uniquely Florida-oriented perspective. Working closely with Keith James, one of LMA's best, and nicest, Marketing Directors, we developed an integrated Florida-specific campaign - "Extremely Floridian," with ads, brochure, and website design. The brochure received a 2006 'Burton
- [Balch - Beach/Birch/Bench](https://www.fishmanmarketing.com/projects/balch-beachbirchbench/) - Balch & Bingham is a terrific firm with a strong, simple name. Working with Nora Chandler, the firm's outstanding Director of Client Services, we developed a multi-step awareness-building campaign centered around the new logo which emphasized "Balch." After a teaser campaign which asked the question “Balch means?” or “Balch = ?”, this side-by-side campaign was
- [Shipley Snell](https://www.fishmanmarketing.com/projects/shipley-snell-montgomery-droog/) - Shipley Snell is a powerhouse litigation boutique, a Houston-based big-firm spin-off, handling large business disputes, particularly in the energy, oil and gas, and petrochemical industries (www.ssmllp.com). The firm needs to build the brand recognition that it deserves as an outstanding trial/litigation firm, to become a more obviously safe choice for big companies to hire instead
- [PSA - Don't Text and Drive](https://www.fishmanmarketing.com/projects/dont-text-and-drive-psa/) - We often get requests from clients who are looking to help out, to do more charitable work. We developed a number of Public Service Announcements that we make available to all of our clients, at cost, to help them to do more charitable advertising. According to The Week: “About 58 percent of high school seniors admit
- [SALT Law](https://www.fishmanmarketing.com/projects/salt-law/) - "A different flavor of SALT sm" Horwood Marcus & Berk is a 35-lawyer Chicago-based full-service firm with a dynamic State and Local Tax (SALT) practice, representing Fortune 1000 companies nationwide. "Control your SALT" "Among the nation's largest SALT groups, our lawyers are skilled in tax planning, consulting, and resolving major disputes for Fortune 1000 companies
- [StevensVIRGIN](https://www.fishmanmarketing.com/projects/stevensvirgin/) - StevensVIRGIN is a skilled Vancouver-based litigation boutique handling insurance defense, business litigation, and personal injury cases. This is a unique firm -- a small, creative, friendly, and highly diverse litigation boutique. We needed a message to use in all of their marketing materials, e.g. website, ads, conference banners, etc. They like helping people, going up
- [Shaw Fishman](https://www.fishmanmarketing.com/projects/shaw-fishman/) - Shaw Gussis Fishman Glantz Wolfson & Towbin (now Fox Rothschild) boasts one of the nation’s leading bankruptcy boutiques, focusing primarily on Debtor work. It matches this with a complementary and highly skilled business-litigation practice. The firm serves clients across Chicago and nationwide, often representing sophisticated regional and national companies in complex cases, but their bland
- [Wildman](https://www.fishmanmarketing.com/projects/wildman/) - In 2000, we represented 250-lawyer Wildman Harrold Allen & Dixon in a law school recruiting and branding project. Obviously, the most-powerful and -memorable part of the name was Wildman, and we sought to leverage that a variety of ways, including the attached ad. Formerly known as Wildman Harrold Allen & Dixon, (now Locke Lord) or simply and
- [Ntrakwah - Ghana Lawyers](https://www.fishmanmarketing.com/projects/ntrakwah-co-ghana-lawyers/) - Ntrakwah & Co. is one of Ghana's leading international law firms. The firm was founded by Felix Ntrakwah, one of Ghana's preeminent lawyers. The younger Ntrakwah partners are known for their technical skills and impeccable integrity. They are highly skilled, trustworthy, and all UK-trained, attending law school in England and/or Wales, often LLM and other post-grad
- [White O'Connor](https://www.fishmanmarketing.com/projects/white-oconnor-fink-brenner/) - A high-end, very creative litigation boutique specializing in the entertainment industry. Objective Increase visibility and name recognition in the creative, Los Angeles-based, entertainment industry-oriented litigation boutique. Background White O'Connor Fink & Brenner is a litigation boutique specializing in the entertainment industry. Arguably the industry’s leading firm, their lawyers have extensive experience defending and prosecuting cases
- [Sterne Kessler IP](https://www.fishmanmarketing.com/projects/sterne-kessler-goldstein-fox/) - Objective Increase the name recognition for a high-quality intellectual property law firm specializing in writing, obtaining, and litigating patents. Background Every day people invent things. Sometimes they are crazy inventors in their garages, other times they are the research department for big innovative tech-heavy companies, like Motorola. To protect the inventions from being copied by
- [Norman Hanson DeTroy](https://www.fishmanmarketing.com/projects/norman-hanson-detroy/) - Norman Hanson is a highly skilled Portland, Maine-based litigation firm. Formerly known as an insurance-oriented firm, we wanted to develop an aggressive, creative, business- and litigation-oriented message and marketing campaign, including tag line, ad campaign, and website, to help the market see the full range of their legal skills. We need to expand their reputation,
- [Watson Bennett - Forestry](https://www.fishmanmarketing.com/projects/watson-bennett-forestry-law/) - Watson Bennett's David Colligan is one of the profession's leading experts in forestry and timber law. One industry-based practice within a full-service Buffalo, NY law firm, this initiative included strategy, messaging, print ads, direct mail, as well as social media including a microsite and related SEO. Watson Bennett attorneys Never Get Lost in The Woods.
- [Childress Insurance](https://www.fishmanmarketing.com/projects/childress-insurance/) - Childress is a high-end litigation boutique with a unique specialty - representing aggrieved policyholders against their insurance companies. After disaster strikes, policyholders file claims with their insurance companies asking that they cover the loss. This can be from injuries ranging from fires to natural disasters like tornadoes or hurricanes. Sometimes, the insurance companies decline coverage
- [Pullman & Comley](https://www.fishmanmarketing.com/projects/pullman-comley/) - Pullman & Comley is one of Connecticut's leading full-service law firms. Not as well known as its expertise deserved, it needed a way to build its brand and name recognition quickly. "Pull" is a strong, positive verb, one we knew we could creatively apply to help solve their marketing challenge. With the tag line "Pulling
- [Sebaly Shillito](https://www.fishmanmarketing.com/projects/sebaly-shillito/)
- [State Capital Group](https://www.fishmanmarketing.com/projects/state-capital-group/) - State Capital Group is "a seamless global network of over 145 of the profession’s preeminent independent law firms with more than 11,500 attorneys in nearly 450 offices around the world. By uniting their skills, expertise and influence, SCG member firms help leading and growing companies in every industry navigate a complex and ever-changing legal landscape."
- [Sebaly Shillito + Dyer](https://www.fishmanmarketing.com/projects/sebaly-shillito-dyer/) - Sebaly Shillito + Dyer is a dynamic 25-lawyer full-service law firm in Dayton, Ohio, Terrific litigators and trial lawyers, creative transactional attorneys, and particular expertise in government contracts. One issue they routinely experienced was a challenging firm name that was often mispronounced and/or misspelled. This made it harder for the firm to be remembered or
- [Mayer Brown recruiting](https://www.fishmanmarketing.com/projects/mayer-brown-recruiting/) - Mayer Brown, one of the world's largest firms, also has a uniquely entrepreneurial culture for its size. They not only recruit the best students from the top law schools, they wisely look particularly for those who fit their dynamic culture. Not every law-review student will fit their culture, so they screen carefully for personality as
- [Rumberger Tough Litigators](https://www.fishmanmarketing.com/projects/rumberger/) - Rumberger Kirk & Caldwell Rumberger Kirk & Caldwell is one of the nation’s top litigation boutiques. They defend some of the toughest insurance lawsuits -- products liability, mass tort, coverage disputes, etc. And when push comes to shove, they push back, hard. Friendly and collegial, they are nonetheless known for their hard-nosed trial skills, they
- [Segal McCambridge](https://www.fishmanmarketing.com/projects/segal-mccambridge/) - A mid-sized firm of renowned class-action lawyers, Segal McCambridge defends significant, national cases, like asbestos and latex gloves. The cases involve complex issues of facts, law, science, and biology, spread among hundreds or thousands of cases across dozens of jurisdictions. To win, they have learned to simplify this vast, complicated material into a simple, compelling
- [McMillan Binch](https://www.fishmanmarketing.com/projects/mcmillan-binch/) - McMillan Binch In 1997, no Canadian law firm had significant name recognition among US lawyers, and 150-lawyer McMillan Binch saw an opportunity to be the first Canadian firm to market to the US legal community that was the sources for its northbound referrals. The firm hired Fishman Marketing to create a dedicated marketing campaign aimed
- [Lewis King](https://www.fishmanmarketing.com/projects/lewis-king/) - Lewis King Don't Fight. Win. A tough, experienced insurance-oriented litigation firm, Tennessee's 100-lawyer Lewis King wanted to grow its high-dollar commercial litigation practice. Their litigators have significant trial experience in class action, products liability, and other complex litigation cases. Working closely with managing partner (now judge) Deborah Stevens, we used their efficiency, value, and extraordinary
- [Lewis Longman](https://www.fishmanmarketing.com/projects/lewis-longman/) - Lewis Longman A full-service Florida firm with four offices from West Palm Beach to Tallahassee, small but dynamic Lewis Longman has especially robust government relations and environmental practices. After training the lawyers during an entertaining firm retreat, we identified Land Use as an especially appropriate marketing target. This campaign highlights the users’ experience and frustration
- [Orrick](https://www.fishmanmarketing.com/projects/orrick/) - Orrick "Bicoastal giant" Orrick Herrington & Sutcliffe was one of the nation's largest and most strategic firms. Based in San Francisco and New York, and led by a prominent managing partner and CMO, the 600-lawyer firm recognized early that the success of a law firm depends upon its ability to attract the top talent from
- [MacLean Family Law](https://www.fishmanmarketing.com/projects/maclean/) - MacLean Family Law The Challenge After years as senior partner in a prominent Vancouver family law firm, LorneMacLean wanted to pursue a more upscale client base. His new firm, The MacLean Family Law Group had the skills to justify the new focus, but needed to create a brand appropriate for this sophisticated audience. They contacted
- [Novack - Referrals](https://www.fishmanmarketing.com/projects/novack-and-macey-ii/) - Novack and Macey An outstanding "Small But Mighty" litigation boutique. Incredibly smart and talented trial lawyers, they are as good as the biggest litigation firms, but in a smaller, more collegial and easy-going environment. Led by renowned trial lawyers Eric Macey and Stephen Novack, the lawyers are intellectually rigorous, business-savvy, and tenacious. When everything is
- [NRMP - The Match](https://www.fishmanmarketing.com/projects/the-national-resident-matching-program-nrmp/) - Every year, tens of thousands of United States medical school students and other applicants try to obtain residency positions in US teaching hospitals, where they undertake the second phase of their medical education. The students work long and hard to excel in medical school. During their fourth year, they begin the process of selecting a
- [Mesirov Gelman](https://www.fishmanmarketing.com/projects/merisov-gelman/) - Mesirov Gelman Before its merger into Schnader, 100-lawyer Mesirov Gelman had developed a strong, creative reputation and its recruiting efforts used the tag line "Not just another cookie cutter law firm." The firm had found residual benefit among its sophisticated client base, and they wanted a plan developed to market the initiative to its clients.
- [MacLean Personal Injury](https://www.fishmanmarketing.com/projects/maclean-personal-injury/) - MacLean Personal Injury Lorne MacLean is one of Vancouver's most creative lawyers, and the MacLean Law Group is among British Columbia's most dynamic firms. Underneath the MLG brand are a series of dynamic specialty areas targeting individual consumer practices like Family Law, Personal Injury, Criminal Law, Immigration, and Estate Litigation. Fishman Marketing developed specialized marketing
- [MacLean Estate Litigation](https://www.fishmanmarketing.com/projects/maclean-estate-litigation-2/) - MacLean Estate Litigation Lorne MacLean is one of Vancouver’s most creative lawyers, and the MacLean Law Group is among British Columbia’s most dynamic firms. Underneath the MLG brand are a series of dynamic specialty areas targeting individual consumer practices like Family Law, Estate Litigation, Personal Injury, Criminal Law, and Immigration. Fishman Marketing developed specialized marketing initiatives
- [Lugenbuhl - Marine & More](https://www.fishmanmarketing.com/projects/lugenbuhl-marine-insurance-and-more/) - Lugenbuhl Lugenbuhl, Wheaton, Peck, Rankin & Hubbard is an unusual and important firm with offices in New Orleans, Baton Rouge, and Houston -- not a traditional full-service firm, but a collection of leading niche practices, some of which are interestingly integrated. Their primary practice areas are Maritime/Admiralty, Energy, Litigation, Bankruptcy, and Insurance Coverage. We worked
- [LexisOne](https://www.fishmanmarketing.com/projects/lexisone/) - LexisOne Lexis/Nexis was developing a new web portal, www.lexisONE.com, targeting solos and small and mid-sized firms. This new product offered an attractive and flexible pricing strategy which would help smaller firms to afford services which were previously out of reach. Fishman Marketing was asked to help develop, among other things, the brand messages, naming issues,
- [LEX, Iceland](https://www.fishmanmarketing.com/projects/lex-mundi-iceland/) - Lex, Icelandic Law Firm An international campaign for one of Iceland’s leading firms, building its reputation to increase in-bound referrals. One of Iceland’s largest and finest full-service law firms, LEX is led by Heimir Örn Herbertsson, its creative and strategic managing partner. We presented at their firm retreat in Reykjavik, and also developed a marketing
- [Lettuce Lawyers](https://www.fishmanmarketing.com/projects/nolandhamerly/) - Lettuce Lawyers Noland Hamerly Etienne & Hoss, PC is a full-service firm in central California's Salinas Valley. Following our assisting the lawyers in its firm retreat and training program, we were asked to help market its services. After extensive internal interviews, we determined that the best opportunity would be to dominate the local area's significant agriculture
- [Legus International](https://www.fishmanmarketing.com/projects/legus-international/) - Legus International Legus International is one of the world’s finest global law firm networks, ranked in “Band 1” by Chambers: "About this network: This network comprises small to medium-sized law firms with a primary concentration in commercial transactions and litigation. More than half of the network's member firms are based in the Americas, where the group
- [LCA - Proven Trial Lawyers](https://www.fishmanmarketing.com/projects/lca-litigation-counsel-of-america/) - Litigation Counsel of America (LCA) "Proven Trial Lawyers" The Litigation Counsel of America (LCA) is an invitation-only trial lawyer honorary society established to reflect the new face of the American bar. Membership is limited to 3,500 Fellows, representing less than one-half of one percent of American lawyers. The composition of the LCA is aggressively diverse,
- [Lawyers Assoc. Worldwide](https://www.fishmanmarketing.com/projects/lawyers-associated-worldwide/) - Lawyers Associated Worldwide (LAW) A marketing campaign for an international network of 110 law firms, including intra-network marketing materials. Led by an exceptional Executive Director, Hallie Mann, LAW is one of the world’s leading international networks. LAW consists of over 110 small and mid-sized firms worldwide. We spoke at their conferences in Philadelphia, Istanbul, and
- [Laner: Workplace Intell.](https://www.fishmanmarketing.com/projects/laner-muchin-workplace-intelligence/) - Laner Muchin Laner Muchin, one of the nation’s top labor & employment boutiques has "Workplace Intelligence." That is: Workplace - whether it’s the in board room or on the shop floor Intelligence - not just "smart," it's a lot more. They’re not just great technical lawyers, they make it a point to learn their clients' businesses
- [Int'l Lawyers Network (ILN)](https://www.fishmanmarketing.com/projects/iln/) - International Lawyers Network (ILN) ILN is one of the world’s largest and finest international law firm networks, with over 5,000 lawyers from nearly 100 law firms in 70 countries. Like all networks, they need to regularly remind the member firms’ less-active lawyers of their membership, to generate additional intra-network referrals. But we know that lawyers
- [Husch Blackwell - Merger](https://www.fishmanmarketing.com/projects/husch-blackwell-sanders-merger/) - Husch Blackwell Husch & Eppenberger and Blackwell Sanders were two outstanding 300-lawyer litigation-oriented Midwest-based firms that were merging, to grow their regional footprint and enhance their marketing. They asked Fishman Marketing to help develop the marketing strategy for their merger-related activities and launch. The merger was finalized at the firm retreat, where Ross trained the entire
- [Huron Consulting](https://www.fishmanmarketing.com/projects/huron-consulting/) - Huron Consulting Positioning, Launch Strategy, and Direct Mail Campaign CHALLENGE: We were positioning a brand-new business, the largest national spin-off of Arthur Andersen, a 250-member group of top business consultants, and their peers at other [then-] Big 5 accounting firms. STRATEGY: In light of Arthur Andersen's mid-2002 turmoil, we had just a few weeks to develop
- [Huddleston Bolen](https://www.fishmanmarketing.com/projects/huddleston-bolen/) - Huddleston Bolen The oldest and largest firm in Huntington, WV, Huddleston Bolen is a highly skilled full-service firm with remarkably loyal clients, with relationships formed just after the Civil War. Working with the firm’s dynamic Executive Director, Colonel Jeffrey Furbank, we rebranded the firm, updated its logo and identity, and developed a campaign that highlighted
- [Hedrick Gardner](https://www.fishmanmarketing.com/projects/hedrick-gardner/) - Hedrick Gardner Hedrick Gardner is one of North Carolina's top litigation firms -- 100 lawyers with hard-core trial skills. They resolve their clients' business, worker's comp, and insurance disputes efficiently, but are quite happy to pick a jury when the case or situation merits it. The firm was looking to diversify their practice, to add more high-dollar business litigation. Although
- [Gordon Arata](https://www.fishmanmarketing.com/projects/gordon-arata/) - Gordon Arata Gordon Arata is a full-service Louisiana-based firm with one of the region’s top litigation and oil and gas practices. In addition to its full-service firm practice, we created a campaign targeting the oil and gas industry. "From the Gulf of Mexico to the North Slope of Alaska to the Bass Straits of Australia,
- [Garvey Schubert Barer -2](https://www.fishmanmarketing.com/projects/garvey-schubert-barer-2/) - Garvey Schubert Barer Garvey Schubert Barer is a Seattle-based international firm competing with the Northwest's largest firms. In conducting the intake interviews with the terrific CMO Melissa Hoff, we realized that the firm represented much larger and more sophisticated clients than its relatively small size would suggest. The earlier testimonial-based campaign showcased its skills and
- [Garvey Schubert Barer](https://www.fishmanmarketing.com/projects/garvey-shubert/) - Garvey Schubert Barer Garvey Schubert Barer is a Seattle-based international firm competing with the Northwest's largest firms. In conducting the intake interviews with the terrific CMO Melissa Hoff, we realized that the firm represented much larger and more sophisticated clients than its relatively small size would suggest. We thought a testimonial-based campaign would validate its
- [Flaster/Greenberg](https://www.fishmanmarketing.com/projects/flastergreenberg/) - Flaster/Greenberg Flaster/Greenberg is an entrepreneurial 70-lawyer regional firm with offices in NY, NJ, and Eastern PA. They have a traditional full-service business practice, and compete effectively against similarly sized and large well-known firms. The firm contacted Fishman Marketing to update their website. They'd previously hired a web-development firm that produced a technologically sound website that
- [Fed. of Regulatory Counsel](https://www.fishmanmarketing.com/projects/forc/) - The Federation of Regulatory Counsel (FORC) Objective To build brand recognition for a 150-attorney association of leading lawyers from different law firms who specialize in insurance-regulatory law, both to generate new members and new business from the insurance industry. We want to build a platform to help make "FORC" (pronounced "force") into the Good Housekeeping
- [FDCC - Defense Counsel](https://www.fishmanmarketing.com/projects/fdcc-fed-of-defense-corporate-counsel/) - Federation of Defense and Corporate Counsel (FDCC) OBJECTIVE: To build visibility and brand recognition for a 1,000-attorney association of leading defense litigators (and in-house corporate counsel) from hundreds of different law firms, to generate referrals/new litigation business from the insurance industry, and general businesses. WHO ARE WE TALKING TO? Insurance-industry lawyers, non-lawyer risk managers, and
- [FB Rice - Wine IP](https://www.fishmanmarketing.com/projects/fb-rice/) - FB Rice & Co. is an Australian Intellectual Property firm that specializes in brand protection for Australian's wine industry. We developed a advertising and direct mail campaign that focused on their unique industry expertise and understanding. Headlines The label is as important as your wine. If you don't protect the label, the wine can go
- [Don't Text and Drive](https://www.fishmanmarketing.com/projects/dont-mp3-and-drive/) - We often get requests from clients who are looking to help out, to donate money and do more charitable work. We developed a number of Public Service Announcements, print ads that we make available to all of our clients, at cost, to help them when they're interested in charitable advertising. Teenagers fumble with their iPods
- [Criminal Defense Law](https://www.fishmanmarketing.com/projects/criminal-defense-law/) - "Pick the wrong lawyer and you might have a long time to think about your mistake. "Make the right call, right now, and you won't live to regret it later." Stop walking fingers in their tracks. Eager readers browse the Yellow Pages with open wallets, ready to purchase. And your costly ad sits sandwiched among
- [Court Reporting Companies](https://www.fishmanmarketing.com/projects/court-reporting-deposition-companies/) - A number of years ago, after speaking on marketing and branding at an association of court reporters, we'd received a lot of interest in developing some brand-related ads for smaller, local and regional court reporting companies. There were a few large national companies that were consolidated collections of smaller companies, but much of the industry
- [Coplan & Crane - PI Lawyers](https://www.fishmanmarketing.com/projects/coplan-crane-oak-park-injury-lawyers/) - Coplan & Crane is one of Chicago's top personal injury and medical malpractice plaintiff's firms. Terrific lawyers, frequent outstanding verdicts, and a reputation for truly caring about their clients. There are many highly skilled personal injury lawyers, but few who sincerely care about their clients as much as Greg Coplan and Ben Crane. The
- [Collins Law Firm](https://www.fishmanmarketing.com/projects/collins-law-firm/) - Strategic objective. A big-firm spin-off, the ten trial lawyers at the Collins Law Firm are tough as nails, handling national complex litigation cases from an office in a western suburb of Chicago, similar to hundreds of small general-practice firms. They wanted to ensure that they were never mistaken for those firms. We developed a strategy
- [Citrin Cooperman CPAs](https://www.fishmanmarketing.com/projects/citrin-cooperman-co/) - Citrin Cooperman is a fast-growing, creative, and entrepreneurial accounting firm in the northeast. The accounting profession had been consolidating nationwide, leaving the Big 4, then perhaps 100 second-tier, then countless very small firms. CC was just below the second tier and growing fast by acquisitions. They needed to build awareness in Philadelphia to break into the
- [Carlton Fields, Construction](https://www.fishmanmarketing.com/projects/carlton-fields-ii/) - Carlton Fields had one of Florida’s top Construction Law practices, and wanted to expand its lead with a dedicated campaign. Instead of simply marketing general construction like all of its competitors, we selected certain sub-specialty areas of construction, like (1) bridge and tunnels, and (2) large-scale projects like airports, stadiums, or aquariums. In the construction
- [Carlton Fields, Atlanta](https://www.fishmanmarketing.com/projects/carlton-fields-recruitment/) - Florida Firm's Atlanta Office Marketing Carlton Fields was long known as "The Florida Firm," with eight offices across Florida. Opening its Atlanta office, its first outside of Florida, we needed a campaign targeting the local bar, to aid in lateral recruiting to help fill its new offices. With vibrant orange-colored ads we created a humorous,
- [Carlton Fields, Appellate](https://www.fishmanmarketing.com/projects/carlton-fields-iii/) - The goal was to develop an advertising campaign designed to increase the name recognition for this Florida firm's outstanding Appellate Law practice, the finest in the Southeast, and one of the largest, with 30 lawyers. They had recently successfully handled four of the ten largest state and federal appeals in Florida, and we wanted to
- [Bryant Miller Olive](https://www.fishmanmarketing.com/projects/bryant-miller-olive/) - Our goal was to develop an aggressive, dynamic, finance-oriented brand message, tag line, and advertising campaign for a Florida law firm historically known as a public finance firm. The firm sought to build a public-sector legal services reputation outside of Florida, to build national name recognition in the public finance community with more creative marketing
- [Balch's Lawyers](https://www.fishmanmarketing.com/projects/balch/) - Balch & Bingham had many times more lawyers selected for a particular "Top Lawyers"-type publication than any other local firm, and the firm had committed to buying an ad in support. But Director of Client Services Nora Chandler didn't want to do the self-congratulatory type of ad that the other firms were likely to do
- [Balch - Office Ads](https://www.fishmanmarketing.com/projects/balch-ii/) - Balch & Bingham is the largest and best-known law firm in Birmingham, Alabama. It was expanding across the southeast, merging with smaller firms in cities like Montgomery, Jackson, Gulfport, and Atlanta. Leading firms in their own markets, they had already established their local reputations as among their area’s top firms. The firm's outstanding Director of
- [Balch - Eye Track](https://www.fishmanmarketing.com/projects/balch-eye-track/) - We developed many different Balch & Bingham advertising and marketing campaigns over a decade, rebranding the firm to emphasize the short and powerful first name, BALCH. In this industry-based series, simple one-color images leveraged both the firm's name and the strong green color. Before launching, we conducted eye-track testing to ensure that even a simple
- [Catholic Personal Injury Firm](https://www.fishmanmarketing.com/projects/schlapprizzi-catholic-injury-firm/) - Schlapprizzi Law is one of the St Louis area’s leading personal injury and medical malpractice firms. Founded by a terrific trial lawyer Don Schlapprizzi (Shluh-PREE-zee), the firm had done very well. Personal injury is one of the legal profession’s most-competitively marketing practice, with small firms spending millions of dollars per year on mass-market tools like
- [Clausen Crane Law](https://www.fishmanmarketing.com/projects/clausen-crane-law/) - One of the nation's 250 largest firms with offices coast-to-coast and European affiliates, Clausen Miller boasts one of the nation's leading insurance practices. We worked closely with the firm’s successful marketing director, Kelly Klopotek, creating a firm-wide program, as well as niche campaigns for a number of the firm's well-known industry groups and practices. Clausen
- [Jones Foster](https://www.fishmanmarketing.com/projects/jones-foster/) - Jones Foster is a high-quality and innovative West Palm Beach, FL full-service firm with a strong client-service orientation. One of the region’s leading firms, it deserved better name recognition and awareness. This campaign, including logo, tag line, print ads, and website, leverages the positive verb in its name, “Foster,” to enhance its reputation and visibility,
- [Thompson McMullan](https://www.fishmanmarketing.com/projects/thompson-mcmullan/) - This marketing campaign and website showcase Thompson McMullan's dedication to going the extra mile to get the job done for sophisticated corporate clients. Objective 1. Increase the visibility and name recognition of a mid-sized Richmond, VA business law firm, and 2. Showcase its skills as a dynamic, creative, service-oriented law firm representing middle-market and larger
- [Vedder Price - Eye Track](https://www.fishmanmarketing.com/projects/vedder-price-eye-track/) - Vedder Price is a 250-lawyer Chicago-based national full-service law firm. As described in other case studies, we’d developed a series of campaigns to use on the London-based Global Transportation Finance website, which we narrowed to two finalists, which we entitled “Icons” and “Hats.” The visually powerful and slightly humorous Hats campaign used a selection of
- [Orten & Hindman](https://www.fishmanmarketing.com/projects/orten-hindman/) - Orten & Hindman (now Hindman Sanchez) is Colorado's leading law firm representing exclusively homeowners associations. Among the most strategically focused firms we’ve seen, we have worked with the firm for many years, helping develop strategy, conducting firm retreats, and creating a variety of visibility-enhancing campaigns. Headlines "With 30 units, it's not managing, it's juggling chain
- [OB/Gyn Practices](https://www.fishmanmarketing.com/projects/obgyn/) - Fishman Marketing has helped market a number of medical practices, particularly obstetricians. They often have relatively small budgets, and we eventually developed a series of simple, cost-effective materials they could license for use in their local jurisdictions. Print ads, business cards, direct mailers, or just general visibility enhancers for the office.
- [Bug Lawyers](https://www.fishmanmarketing.com/projects/the-bug-lawyers/) - A small two-year-old, full-service Montgomery, Alabama law firm hired FM to swiftly grow revenue. Following an intensive strategic planning process, rather than targeting the statewide business community, we recommended targeting the national pest-control industry. In what became the profession’s first fully featured industry-based marketing campaign, we developed an integrated marketing campaign entitled The Bug Lawyers.

## Categories

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- [Niche marketing](https://www.fishmanmarketing.com/tag/niche-marketing/)
- [Industry marketing](https://www.fishmanmarketing.com/tag/industry-marketing/)
- [Public relations](https://www.fishmanmarketing.com/tag/public-relations/)
- [Holiday cards](https://www.fishmanmarketing.com/tag/holiday-cards/)
- [diversity](https://www.fishmanmarketing.com/tag/diversity/)
- [networking](https://www.fishmanmarketing.com/tag/networking/)
- [Who's Who](https://www.fishmanmarketing.com/tag/whos-who/)
- [marketing checklist](https://www.fishmanmarketing.com/tag/marketing-checklist/)
- [checklist](https://www.fishmanmarketing.com/tag/checklist/)
- [book](https://www.fishmanmarketing.com/tag/book/)
- [education](https://www.fishmanmarketing.com/tag/education/)
- [ultimate checklist](https://www.fishmanmarketing.com/tag/ultimate-checklist/)
- [Ultimate Law Firm Associate’s Marketing Checklist](https://www.fishmanmarketing.com/tag/ultimate-law-firm-associates-marketing-checklist/)
- [compensation](https://www.fishmanmarketing.com/tag/compensation/)
- [mergers](https://www.fishmanmarketing.com/tag/mergers/)
- [working a room](https://www.fishmanmarketing.com/tag/working-a-room/)
- [Artificial Intelligence](https://www.fishmanmarketing.com/tag/artificial-intelligence/)
- [testimonials](https://www.fishmanmarketing.com/tag/testimonials/)
- [law students](https://www.fishmanmarketing.com/tag/law-students/)
- [trademark](https://www.fishmanmarketing.com/tag/trademark/)
- [lanham](https://www.fishmanmarketing.com/tag/lanham/)
- [expert witness](https://www.fishmanmarketing.com/tag/expert-witness/)
- [legal marketing expert witness](https://www.fishmanmarketing.com/tag/legal-marketing-expert-witness/)
- [recruiting](https://www.fishmanmarketing.com/tag/recruiting/)
- [ChatGPT](https://www.fishmanmarketing.com/tag/chatgpt/)

## Project Categories

- [Home Featured](https://www.fishmanmarketing.com/project-type/home-featured/)
- [Logo Design](https://www.fishmanmarketing.com/project-type/logo-design/)
- [Marketing](https://www.fishmanmarketing.com/project-type/marketing/)
- [WordPress Web Design](https://www.fishmanmarketing.com/project-type/wordpress-web-design/)