Are you getting pressured to cut expenses? When business is declining or the marketplace is starting to panic, firms start making decisions they hope will protect them. Months or years later, some analyze the efficacy of these choices to see…
Law firms need Chief Branding Officers. In Law, and every other profession, the firms with the strongest brands charge higher rates and generate greater profits. If you want to credibly charge more per hour, you must convince the market that…
Marketer: “When I want to get the lawyers on board, I always make it their idea.” I’ve never cared for that approach — that’s not respecting the lawyers as intelligent adults. That’s infantilizing them; it’s treating them like children whose…
An 8-Part, One-Year Law Firm Associate Marketing-Training Curriculum I get asked regularly by marketers what I think associates need to learn about marketing. So here’s a simple list of eight associate-marketing programs that provide a comprehensive marketing and business-development education…
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…
Great Website Design Isn’t Pretty. It’s Effective. What’s nice about eye-track testing is that it shows precisely what grabs your viewers’ attention, what they see, in what order, and how long they linger at each point. That’s incredibly powerful data….
“Holy sh*t. The Family Guy writers think you’re hilarious, Ross.” .– Danny Smith, Executive Producer, Family Guy* I’ll bet some of you suddenly think I’m pretty darn funny. Why? Because testimonials from credible sources are extremely persuasive. As such they should…
What 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…
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…
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…
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