Known as one of the legal profession's most educational and entertaining speakers, Ross Fishman's presentations are designed exclusively for litigators and trial lawyers.
A former litigator and marketing partner, Ross's fast-paced presentations are perfect for litigation-oriented groups and bar associations.
Appropriate for keynotes, CLE, MCLE, Ethics, retreats, and marketing training programs, Ross's programs are often called, "The best marketing presentations I've ever seen" by marketing and managing partners.
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Ross Fishman, CEO | Fishman Marketing, Inc. | +1 847.432.3546 | [email protected]: RossFishman.com • LinkedIn.com/in/rossfishman • Google.com/profiles/rossfishman123 • Twitter.com/rossfishman
www.fishmanmarketing.com
MARKETING TRAINING
FOR LITIGATORS, BY A LITIGATOR.
Marketing TrainingKeynotes
CLERetreats
Ross Fishman, JD
INTEGRATED MARKETINGFOR LITIGATORS
In this tough economy, it’s not a question of which marketing tool works best, it’s how to blend them all together to achieve specific, mea-surable revenue goals.
Fishman Marketing’s unique methodology ensures the success-ful creation and implementation of dedicated marketing campaigns, business-development strategies, and branding initiatives for litigators. Through this rigorous approach, digital/online and social-marketing strategies are tightly in-tegrated with traditional marketing and PR to achieve specific business objectives.
This cutting-edge presentation will show how traditional and new-media platforms can work together to deliver solid, measurable, and cost-effective results, quickly.
FROM LINKEDIN TO LINK-BUILDING:
It’s the hottest subject in law marketing, but few seem to know what it all means or how the pieces fit together.
Do law firms need Facebook pages? Is SEO smoke-and-mirrors or a powerful new-economy strategy? Does “traffic” really lead to revenue? What types of firms should care about Google searches? In this hot presentation, Ross discusses these topics and more, from SEO link-building to eye-tracking website research. Built off of ac-tual law firm case studies, and the latest B2C and B2B research, Ross will identify which components are necessary, and how to use the latest tools and technology to market a litiga-tion boutique or practice.
MARKETING ETHICS INAN ONLINE WORLD (CLE)
Do CEOs really need protection from a law firm’s Facebook page? Is a blog ethically different than a website? What’s the problem with
“Friending” a prospect or seeking a LinkedIn “Recommendation?” Can you bid on your competitor’s name in Google AdWords? What types of texts or Tweets are trouble?
What is the ONE question you must ask to de-termine whether your communication is sub-ject to the ethics rules?
The rules change as quickly as the technol-ogy. When the rules are vague and the risks are high, how can firms comply as new marketing tools evolve and subjective interpretations vary by state? This fast-paced presentation will help attendees understand the rules, to ensure your marketing efforts are both effective and ethical.
SOCIAL, DIGITAL & ONLINE MARKETING
DYNAMIC PROGRAMS FOR TRIAL LAWYERS
www.fishmanmarketing.com
LITIGATORS MUST BE THE BRAND Lawyers invented Social Marketing it’s simply developing trusted, personal relationships, and social platforms are additional tools to accelerate and extend your reach. However, new rules of engagement apply, and when appropriately executed yield impressive, sustain-able results.
Before becoming “social” you must first become user-friendly, and this presentation will give you the Top 10 Dos and Don’ts. Social marketing is not about having a Facebook page, it’s about developing and managing your brand.
If you are confused about social strategies, this fun and fast-paced presentation will show you how best to use online tools to leapfrog your competition.
CREATIVE DIFFERENTIATION FOR LITIGATORSA marketing program should help you stand out, and create or enhance the relationships that bring in business. It must execute a dynamic strategy. Sadly, too many firms proclaim the same message: “We’re really smart!” In a fun, fast-paced, and visually stunning hour, Ross will show attendees how to develop their own unique message and strategy, blasting through dozens of differentiated messages and over 100 real-life examples of the best (and worst) professional-services firm and automotive marketing. You will leave energized, educated, and entertained, with a clear understanding of exactly how to differentiate your litigation firm or trial practice.
This entertaining and educational program has repeatedly been referred to as “the best marketing program ever,” by managing and marketing partners worldwide. You won’t want to miss this.
YOUR MARKETING GOAL SHOULD BE “DOMINATE A TARGET MARKET” How much more money would you earn if you were known as the most knowledgeable litigator in a particular industry? How much more revenue would your firm generate if you thoroughly dominated a specific practice area or industry?
Great marketing can help a litigator, practice, office, or firm dominate its chosen market(s), and quickly. It’s easier than you think, but it requires a clear strategy, aggressive marketing, thorough training, and ongoing coaching and support.
There’s a simple formula for radical success that few firms follow. But it’s one any firm can do, once they’re ready to be great. This proven technique works for firms of any size and prac-tice mix. This entertaining and educational presentation will show how, using 100 powerful visuals and examples of a wide range of firms.
POPULAR PROGRAMS
THE HISTORY OF LAW MARKETING ETHICS (CLE) Ethics programs don’t have to be boring. Here’s the 250-year history of the best (and worst) examples of law firm marketing. In the 1700s, lawyers who wanted to broadcast their trial victories minted their own money. Everyone knows Abe Lincoln advertised, but did you know he also gave marketing seminars and charged a quarter?
Since then, the pace of change has accelerated as new tools have evolved and aggressive lawyers have pushed the envelope – until it occasionally ripped. Business cards attached to funeral wreaths. Firms mailing prospects realistic hand grenades or using 1(800) PITBULL. Even lawyers in lingerie. This entertaining presentation will detail the history of marketing ethics, including discussing the most important Supreme Court cases.
IT’S NOT “MARKETING VS. BUSINESS DEVELOPMENT” — IT’S ABOUT STRATEGYWhen the economy began declining, law firms frantically discarded Marketing in favor of sales-oriented activities, called “Business Development.”
Marketing should develop a strategy that directly supports the firm’s rainmakers. Marketing is the blueprint that shortens the sales cycle, gets everyone working together, and helps them bring in more business more quickly. Without it, it’s like giving everyone a hammer, but not a blueprint. You get lots of frantic activity, not a great building.
When Marketing and Business Development teams work together correctly, it’s an unstoppable combination. This visually powerful presentation will show precisely how litigators can accomplish that goal.
Advertising for Litigators, Tips & Techniques
Associate-Marketing Tools - By Year of Practice
Associate-Marketing Training - Developing a Plan
Blogs & Online Marketing Tools
Boutique or Specialty Law Firm Marketing
Branding, Positioning & Differentiation
Business-Development Skills for Litigators
Client Roundtables (organizer/moderator)
Client Service & Client Retention
Creativity & Innovation for Law Firms
Ethics & CLE
Facebook, LinkedIn & Google Tools
Generational Issues in Law Firms
History of Law Marketing & Ethics
Keynotes & After-Dinner Presentations
LinkedIn & Social Media for Lawyers
Litigators - Marketing a Litigation Practice
Marketing 101 - the Fundamentals
Marketing Audits:Is your firm doing the right things?
Marketing in a Recessionary Economy
Marketing Plans for Individuals or Practice Groups
Media Roundtable or Panel (Organizer & Moderator)
Networking Training with Hands-On Practice
Niche & Industry Marketing
Personal Injury Law Firm Marketing
Practice Group Marketing
Public Relations Basics - Tips & Techniques
Recruiting - Attracting Top Laterals & Law Students
Sales Training - Turning Contacts into Clients
SEO & Digital Marketing
Small-Firm Marketing
Social Media & Web 2.0 for Litigators
Strategic Marketing Plans
Websites - the Latest Tips, Trends & Techniques
Working a Room
CLIENT RETENTION AND CROSS-SELLING FOR LITIGATORS Cross-selling – selling additional services to existing clients – can be a powerful tool, leading to significantly increased additional revenue and client retention. However, most firms fail in the actual execution, finding that it’s much more difficult than they’d envi-sioned. There are a wide range of internal obstacles that must be overcome, including com-pensation structures, sharing, trust, inadequate information, portability, and others.
This presentation explores the strategies employed by the largest accounting and manage-ment-consulting firms, and shows how they can be adapted to the challenging law firm environment.
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“That was the single best marketing presentation I’ve ever seen!”
Art Bernstein, Executive Director, Hopkins & CarleyMember, ALA National Conference Committee
Called “one of the country’s leading experts on law firm marketing” by Lawyers Weekly USA, Ross is known as one of the legal profession’s most innovative marketers and strategists. As CEO of Fishman Marketing, Inc., he helps law firms in marketing planning; website development; branding
and differentiation; SEO and online marketing; and the development of cutting-edge ads and other marketing materials.
Ross was a commercial litigator before moving to 500-attorney Winston & Strawn to practice marketing full-time. He later became Marketing Partner of Ungaretti & Harris.
Known for his “educational and entertaining” presentation style, he has conducted more than 250 firm retreats and training programs on five continents, from Tobago to Thailand — including once presenting on three continents within 24 hours.
Ross has been quoted hundreds of times from the New Zealand Lawyer to National Public Radio’s “All Things Considered.” He keynoted a series of marketing programs at an Asian Productivity Organization conference in Bangkok to a group of United Nations government ministers.
An active LMA member since 1990, Ross was the 1998 Vice President, and chairman and moderator of seven consecutive
national day-long QuickStart programs, after which LMA leadership asked Ross to create and host its first full-day program exclusively for lawyers, called “Just JDs.” He has also been hired as the expert witness in two highly publicized branding- and Google-related lawsuits, and created a 20-part video series for West LegalEdCenter, entitled “Beyond the Bar.”
Called “the creative mind behind a host of law firm campaigns that have redefined the field” (San Jose Business Journal), Fishman Marketing has launched effective campaigns for over 100 firms from Indiana to Istanbul and has worked with many of the nation’s largest firms and global networks.
FM campaigns have received the 3,500-member LMA’s grand prize, the optional Best of Show award five of the nine times ever presented. FM campaigns also received one of Inc. magazine’s ten Marketing Masters awards for “brilliant and successful” marketing campaigns. Recipient of a peer-selected LMA 1998 Lifetime
Achievement Award, Ross was the first person inducted into the LMA’s Hall of Fame.
A Fellow of the College of Law Practice Management, Ross has written 250 bylined articles, including five monthly columns, and has sat on the editorial board of five national magazines.
A 1986 member of the federal Trial Bar (N.D. Ill), he received a B.A. in Speech Communications, cum laude, from the University of Illinois, and his J.D. from Emory Law School.
“Ross has a stronger sense of what will create ‘buzz’ than anyone else in the market.”