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Ross Fishman
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406 followers
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The Surprising Benefits of Photo Business Cards at Conference.

I never liked lawyers having their photos on their business cards; I always felt that it made them look like Prudential realtors.  But last week in Panama at the ASIPI conference for Latin IP lawyers, I think I changed my mind. 

At the conference, my friend, Uruguayan lawyer Martin Pittaluga, mentioned that he has two entirely different business cards, (1) a traditional card for day-to-day use, and (2) a second set of photo cards he uses exclusively for out-of-town conferences.  I learned at the ASIPI conference what a powerful tool that can be.

I presented a couple marketing sessions at the conference, whose 600 attendees were Spanish-speaking IP lawyers from Central and South America and beyond.

I met dozens of fascinating and charming Latin lawyers, some of whom attend 10-20 conferences per year, all over the world. [READ MORE at https://goo.gl/p9bcqH].
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I'm looking forward to speaking to the ASIPI Latin American IP conference in Panama this week! My presentations include (1) Social Media Marketing, and (2) Branding a Law Firm.

600 Intellectual Property lawyers from dozens of North, Central, and South America and Spanish-language countries all together for an intensive three-day program.  It's sure to be a terrific conference. https://goo.gl/HQVNtR
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THIS is the Single Biggest Mistake Law Firm Marketers Make. (Video Part 1) I know, that’s a pretty bold statement. But I’ve worked closely with hundreds of legal marketers and administrators, and I have seen many of them repeatedly making the same mistake, drastically decreasing their effectiveness and career satisfaction. It’s the exact same mistake that I made earlier in my legal marketing career. Only through experience and happenstance did I eventually identify the problem and the solution.

We often hear in-house legal professionals making the same basic complaints:

“My lawyers:
- “Are very conservative. They never take any risk!
- “Water down all my good ideas!
- “Say ‘No’ to everything!
- “Just don’t get it!
- “Don’t respect me!”

I feel their pain. When I got started in legal marketing (25+ years ago), most of my good ideas were soundly rejected. After thoroughly analyzing the problem, I discovered many obstacles that I hadn’t considered or addressed. In these two blog posts and the associated videos, I will explain briefly how to avoid that mistake, detailing the simple formula for getting lawyers to say “Yes!” to you and your ideas. (Video Part 1)
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Will Artificial Intelligence Render Litigators Obsolete? AI and the Future of Law (Part 3) https://goo.gl/eCjE58
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"Happy Halloween!" from a top Romanian Law Firm!
Law firms from smaller jurisdictions can build their brands and seek referrals by connecting themselves to their geography or a particularly unique holiday. What represents "Romania?" To many of us, "Romania" means 1976 Olympic gymnast Nadie Comaneci and... Transylvania. We met a terrific Romanian lawyer last week and designed this card for her. https://goo.gl/DN27w3
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I just spoke at the Construction Lawyers Society of America (CLSA). It's an honorary association of some of the profession's leading construction lawyers. The CLSA is a brand-new organization, and I'm a fan.
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How cool! I found a @ToynbeeTiles at 42nd and 3rd in New York!
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8/9/17
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Conducting law marketing training in Tel Aviv, Israel.

Last week, I had the honor and privilege to speak in Tel Aviv on marketing and networking to the partners at Israel's largest firm, Herzog, Fox & Ne'eman. HFN is a great firm and they have a beautiful conference space.

Thank you very much to the terrific Shiri Elgavish!
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Offering Joint Networking Training to Your Firm AND Clients

A friend asked how she could encourage her firm to market more closely and effectively with their financial-institution clients.

My favorite way is offering joint marketing training. Banks like giving their young professionals professional-development training, and many banks, particularly the smaller ones, don’t have the budget, opportunity, or critical mass of participants to offer this themselves.

I first ran a program like this when I was at Ungaretti & Harris 20 years ago. We invited our top few bank (and accounting firm) clients and prospects, as well as some top clients to join us in conducting networking training for our associates.

That is, I was going to be training our associates anyway, but to make it more practical and tangible, we invited their same-age (25-35 y/o) middle-manager peers at other banks and professional-services firms to participate as well. Everyone that age likes learning how to network more effectively. It’s a critical business skill. And we were offering it to them for free.

Here’s how it worked: https://goo.gl/VnrcYh
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