Ross Fishman – Fishman Marketing, Inc.

1356 St Johns Ave
Highland Park, IL 60035, United States

  • 1-847 432 3546

How many firms use two-sided cards?

In the course of rebranding projects, we occasionally recommend redesigning the firm’s logo, which means developing new stationery as well. We typically suggest printing on both sides of the business cards to convey the…more
| Law Firm Marketing

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…more
| Law Firm Marketing

“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…more
| Law Firm Marketing

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…more
| Law Firm Marketing

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…more
| Law Firm Marketing

If the “Friends” logo were a law firm….

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…more
| Law Firm Marketing

How can you (safely) shorten a law firm’s name?

Below are two logos – before and after the redesign, obviously. Note, they’re exactly the same width. Which one stands out? Which one are you more likely to notice and remember?…more
| Law Firm Marketing

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. 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 tone and…more
| Law Firm Marketing

This is how I explain Color to lawyers:

When we show or send a client a draft print advertisement, or new law firm logo, or creative law firm website design, we occasionally hear “I don’t like that particular shade of blue” (or green or whatever). This can be from a…more
| Law Firm Marketing

Don’t get a job at a great firm. Make your firm great.

Where’s the challenge in working at a firm that’s already great? It’s much more satisfying taking something with potential and making it great. Starting with something great and failing to screw it up is just maintaining…more
| Law Firm Marketing

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

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…more
| Law Firm Marketing

The Worst Airline Promotion Ever?

Personally, I don’t care for Spirit Airlines. This “discount” airlines 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…more
| Law Firm Marketing

Trust your sushi chef – and marketers.

I was in beautiful Vancouver, BC recently, speaking to the Managing Partners’ Dinner of the BC Legal Management Association. After the program, one of the managing partners came up to me wanting to discuss his unsatisfactory…more
| Law Firm Marketing

Whose logo wins, if Pillsbury and Orrick merge?

There’s been a lot of talk recently regarding the merger discussions between 1,000-lawyer Orrick, and 700-lawyer Pillsbury Winthrop, which would create a Top Ten US law firm (See, e.g. Above the Law). It’s not a sure-thing, of…more
| Law Firm Marketing
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