Does it drive you crazy that big-firm lawyers can charge 30-50% more per hour than you? You know you’re just as skilled, but the marketplace doesn’t, so you charge $100 or $250 less for every single hour. Day after day. Year after year. That’s Branding. And that’s what this book is about.
I want you to aspire to more. To look different. To be different. I want you or your firm to create a brand that helps you get more out of your career. I want you to represent better clients, charge more money, and have more fun. To build a rewarding, fulfilling career as a market leader. I want you to figure out how to offer something more, and then tell that story persuasively to your potential buyers. This book will show you how.
PRAISE FOR "WE'RE SMART. WE'RE OLD..."
"For law firms to be like businesses, they must learn to market like businesses. Law firms can find their courage and roadmap inside these pages. Fishman has finally written down what has been inside his wonderfully creative mind these last 25 years and is sharing it with the rest of us. "Don’t miss it!"
- Bryan Schwartz, Chairman and Co-Founder, Levenfeld Pearlstein
"Ross is a true innovator. His iconoclastic views on lawyers and marketing are enlightening and his book provides a no-nonsense, common sense, and entertaining guide to success from an elite marketer who has mastered his craft."
- Dean N. Gerber, Vice Chair, Vedder Price
"Ross’s masterful book gives lawyers successful formulas and practical insights to differentiate themselves and grow their businesses. His humorous style and straightforward approach will have you eager to implement his ideas without delay."
- Maggie Watkins, CMO, Sedgwick LLP, 1999 LMA President
"A must-read for any attorney who wants to develop business. This entertaining quick read demonstrates the concepts that Ross has successfully implemented for law firms around the world. Ross’ methods are effective whether you are a newbie attorney or a seasoned veteran. Wonderful examples, case studies, and pictures allow Ross to convey his ideas in a simple and easy-to-understand manner."
- Jordan M. Goodman, Marketing Partner, Horwood Marcus & Berk
"Ross tells it like it is. From the beginning you are drawn in and find yourself commenting out loud, mostly in agreement. His examples are real life, which both attorneys and marketers can relate to. This is a must-read book."
- Marcie Johnson, former Marketing Director, Chapman & Cutler, 1991 President NALFMA/LMA
"Ross was the first consultant I worked with when I started in legal marketing almost 20 years ago. His no-nonsense approach was a breath of fresh air then and remains so today. The world of legal services has changed significantly and continues to evolve. Ross’s message was spot on then and still is now. Differentiation is king and innovation is its queen."
- Aleisha Gravit, CMO, Akin Gump, 2013 LMA President.
"Ross delivers again! To say that Ross has been and there and done that in the world of legal marketing would be a gross understatement. Decades of wisdom are delivered in a funny, insightful, and practical way that makes this essential reading for the legal marketing industry."
- Nat Slavin, co-founder Wicker Park Group, 2007 LMA President
"Read Ross’ book! I am a (grateful) client of Ross Fishman and his marketing team. His creative, smart work helped me build my law practice into something I always hoped for, but didn’t know how to achieve."
- Brian J. Lewis, founding partner, Gibson & Lewis
Many people consider Ross to be the nation's foremost expert on law firm marketing. -Of Counsel Ross Fishman is CEO of Fishman Marketing, specializing in strategy, branding, websites, and marketing training for law, accounting, and professional-services firms. A former litigator, marketing director, and marketing partner, he has helped 200 firms worldwide dominate their markets and generate revenue. A Fellow of both the College of Law Practice Management and the Litigation Counsel of America, he is a 5x winner of LMA's prestigious Best in Show honor. Ross received LMA's first peer-selected Lifetime Achievement award (1998) and was the very first inductee into the LMA s international Hall of Fame.
Honored as a 2016 Lawdragon 100 Leading Consultant, Ross has rebranded hundreds of law firms, and presented marketing training or CLE programs 300 times from Iceland to Istanbul. He has written 250 bylined articles and authors a popular blog at fishmanmarketing.com/blog.
Connect at LinkedIn.com/in/rossfishman or @rossfishman.
