Ross Fishman – Fishman Marketing, Inc.

Free Goldfish, Zebra Robes, and Law Firm Branding

[2016 update] I gave a “Branding, Differentiation, and Firm Culture” presentation in Seattle and the law firm put me up at the Monaco Hotel. I love all the quirky Kimpton family hotels. The rooms are all unique and different,…more
| Law Firm Marketing

Holiday cards. Don’t sign them? Don’t send them.

Are You Sending a Generic Unsigned Holiday Card? I always get a year-end holiday card from my best friend, a terrific lawyer I’ve known for 40 years. We shared our first beer together. I refer him lots of business. The…more
| Law Firm Marketing

Good Ads and Websites Don’t Work.

More creative is cheaper. Stronger visuals cost less. Here’s why... See this ad? (see article for photo) It’s one previously used by a client, Lorne MacLean, a small firm in Vancouver, BC. Nice guy, great lawyer,…more
| Law Firm Marketing

Donating hotel toiletries to poor schools or women’s shelters.

I left a three-day conference at a 5-star resort and packed up two nights’ worth of quality hotel soap, shampoo, conditioner, lotion, shower gel, shower caps, sewing kits, and pocket combs to bring home and donate to poor…more
| Law Practice Products & Services

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…more
| Law Firm Marketing

Best Mktg 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..…more
| Law Firm Marketing

A client is a friend with a problem.

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..…more
| Law Firm Marketing, Law Practice Products & Services

Rebranding After a Merger is Harder Than You Think

In the freshly redesigned October 2016 issue of Chicago Lawyer, I wrote a Letter to the Editor that I hope management committees can benefit from, and marketers can use as ammunition with their marketing committees as they…more
| Law Firm Marketing

Best Marketing Committee comments EVER. #1

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…more
| Law Firm Marketing

Awful law firm websites: The ‘Small-Firm Trifecta.’

Nothing says “Small, mediocre law firm” like a website home page full of obvious stock photos and free clip art. And in my opinion, the worst of the worst are those that combine multiple clichés in a single photo…more
| Law Firm Marketing

“How will prospects know I’m awesome if I don’t tell them?”

Hi. It’s Ross. Let me tell you a few things about myself: I’m excellent. I have integrity. I’m responsive. I’m experienced. I’m technically knowledgeable. I’m legally effective. I’m a…more
| Law Firm Marketing

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…more
| Law Firm Marketing

Eight Law Firm Branding/Website Makeovers: 8 Before-and-Afters

For most new law firm websites, I think the most-interesting question is how big an improvement is it over the previous one(s). Is it just a polished-up 2016 version of the previous site?  Or is it a significant…more
| Law Firm Marketing

The Top 25 Law Firm Website Clichés to Avoid. (2016 Update. PART 2)

SHARE: Part 1 is available here. 11.  [The Image:] Scales of justice (Similar scales are also used by drug dealers) [What it means:]  “Still just lawyers.” 12.  Dart boards (often showing three darts in the bullseye)…more
| Law Firm Marketing

The Top 25 Law Firm Website Clichés to Avoid. (PART 1)

As a result, more than half of law firms simply illustrate their website home pages with the obvious icons that represent the general concept of “Law,” like columns, jury boxes, striped books, rowing, and “Smiling Lawyers.”…more
| Law Firm Marketing
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