Ross Fishman – Fishman Marketing, Inc.

“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…more
| Law Firm Marketing

What the Hell is This Ad Selling?

Today’s winner of the latest “What the Hell are They Selling???” award is THIS ad I found for “The Moses, Bertha & Albert H. Wolf Fund.” First, let’s discuss some things that make an advertisement effective…more
| Law Firm Marketing

Client – ‘I don’t believe in hammers.’

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 this one either. No real challenge, it’s obviously Nike…more
| Law Firm Marketing

Cross Selling Sucks. Here Are 18 Reasons Why. (Part 2)

This is the second part of a two-part post describing why Cross Selling (or “cross-marketing,” or “cross-servicing”) is much more difficult than most professional-services firms believe. Below are additional reasons that…more
| Law Firm Marketing, Law Practice Products & Services

Cross-Selling Sucks. Here Are 18 Reasons Why. (Part 1)

Q: My law firm can’t cross-sell. What are we doing wrong? A: It’s not just you, it’s most firms. In fact, most law, accounting, and other professional-services firms struggle with selling different practice areas to…more
| Law Firm Marketing, Law Practice Products & Services

Unique conference giveaway. I bet you don’t have one of these.

I was speaking at the Lex Mundi annual conference in New Orleans recently on the topic of how to increase the referrals within an international law firm network. The program was hosted by the Jackson Walker law firm. The firm’s…more
| Law Firm Marketing

THIS is how to handle the death of one of your people.

I think the true quality of a law firm or accounting firm can be judged by how it responds to the death of one of its people. There was a lot of coverage recently regarding the death of a Chicago lawyer in an…more
| Law Firm Marketing

TODAY is the best time ever to market your firm.

We may not see another opportunity like this for a generation. When times are good, everyone’s marketing. Competition is brutal. The playing field is crowded with cash-rich competitors spending money vying for attention…more
| Law Firm Marketing

Ntrakwah & Co. Lawyers – Doing Business in Ghana

Founded by Felix Ntrakwah, one of Ghana’s most-respected lawyers, Ntrakwah & Co. is known as Ghana’s finest business and commercial law firm. Partner Kwadwo (“Kojo”) Ntrakwah was interviewed recently by The Law Society regarding…more
| International Law & Trade, Law Firm Marketing

A Recession-Era Marketing Committee Conversation

A Sadly Common Marketing Conversation: Fortunately, most of the legal profession seems to have weathered the recession. There were some notable flops and failures, but things have clearly been picking back up. We’re getting…more
| Law Firm Marketing

A tongue-in-cheek recollection of LMA’s 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…more
| Law Firm Marketing

Here’s 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…more
| Law Firm Marketing

(Mildly NSFW) 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…more
| Law Firm Marketing

Should we be in “Who’s Who” publications?

Q: Our lawyers have been invited to be part of both Best Lawyers and Who’s Who. Are those good? Should we participate? A: “Best Lawyers” is credible and, in my experience, the people who are selected belong there. Pick a…more
| Law Firm Marketing

Marketing an International Law Firm Network (Post 3 of 3)

[This is the third and final part of a three-part post regarding how to market an international law or accounting firm network. The first post discussed how (a) the firms’ member contacts can market themselves within the…more
| Law Firm Marketing
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