Ross Fishman – Fishman Marketing, Inc.

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

  • 1-847 432 3546

Marketing and Biz Dev Training for Litigators

A marketer asked whether litigators require unique marketing and client-development training. She’d been hearing from the litigators that they felt the nature of a litigation practice is somehow different, that it…more
| Law Practice Products & Services, Law Firm Marketing

“C’mon, it’s just a logo. How hard can it be?”

We haven’t heard it phrased exactly like that, but that’s the implication: “We designed our last logo all by ourselves in Word, and it looks just fine. Why should we pay to have you design it?”…more
| Law Firm Marketing

What’s the deal? Why do accounting firms use initials instead of names?

With very rare exception, names work better than initials. You’d think it’d be pretty obvious. But accounting firms curiously LOVE their initials. The problem is, initials don’t mean anything…more
| Law Firm Marketing

Rebranding a Top Trial Lawyers Group

The Litigation Counsel of America (LCA) is an invitation-only trial lawyer honorary society. It was established to reflect the new face of the American bar. Membership is limited to 3,500 Fellows. The LCA offers its…more
| Law Firm Marketing

The 20 Best Law Firm Tag Lines.

Is your firm “Committed to Mediocrity ™”? 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…more
| Law Firm Marketing

Should we offer marketing training to our summer associates?

Yes. But only under certain restrictions. I’ve been asked to conduct a lot of summer-associate training over the years, but only rarely have I done it exclusively for the summer kids. Instead, I typically recommend…more
| Law Practice Products & Services, Law Firm Marketing

Q: “If clients hire lawyers, why market The Firm?”

We hear this a lot. It’s a completely legitimate and understandable question. An old McGraw-Hill ad answered it beautifully, and we’ve updated it to apply to lawyers and law firms (as well as accountants and accounting…more
| Law Firm Marketing

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
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