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Lawyers -- do you want to learn the most efficient way to become a rainmaker?
Marketers -- do you need a simple process to help your associates succeed? Satisfied lawyers and law firms have called this book ``The best marketing tool ever`` and ``Marketing nirvana!`` Written by award-winning lawyer and marketer Ross Fishman, law firms have ordered 100s of copies for their grateful associates. ORDER YOURS TODAY! Buy on Amazon at https://goo.gl/HsrmbE. Bulk discounts at ross@fishmanmarketing.com.
“This book is a must-read for all associates no matter their practice, firm, or stage of their career.”
Allan Slagel
Partner, Taft Stettinius & Hollister
I've used this checklist for many years with great success. Ross trained our lawyers, and we bought 500 books to give to each associate.
Aleisha Gravit
CMO, Akin Gump; Former LMA President
“Essential reading for every associate at any point in their career! This checklist holds all the secrets; it’s marketing nirvana.”
Nat Slavin
Principal, Wicker Park Group;
Former LMA President
“Give this book to every associate who wants a successful career. Follow the steps to become a top-tier rainmaker. It should be a ‘best seller.’”
Ron Henry
The Garver Group;
Former ALA President
This is the resource you’ve been waiting for — “The Ultimate Law Firm Associate’s Marketing Checklist (The Renowned Step-By-Step Year-By-Year Process For Lawyers Who Want To Develop Clients).” It’s been used for 25 years by law firm associates in their successful quests to become rainmakers.
Marketers and professional development experts call this dramatically expanded and updated 50-page edition “a powerful tool to help associates achieve their potential.” It includes new online tools, plus dozens of examples, case studies, and videos. It is the simplest, most-effective tool to ensure your legal team achieves dramatic professional success.
The renowned Of Counsel magazine called this book “a well-written, engaging, and very practical guide… a marketing bible” and “the ideal gift to give to your associates.”
BULK PURCHASES: Contact Ross Fishman today at ross@fishmanmarketing.com!
A big-firm senior associate recently commented "I'd have paid $1 million if someone had taken me to Ross's program when I was a young associate!"
For details on specific programs, contact Ross directly at ross@fishmanmarketing.com.
Foreword
Be a good lawyer, build a network, target your marketing.
The law is a challenging, competitive profession; many associates live in a constant state of unease. They want to know how they’re doing, how they’re comparing to their peers in the firm and across the industry. And the anxiety doesn’t go away as they advance through their careers. In fact, it often increases, as they wonder if they’re doing everything they can to improve their chance of partnership, including developing their own clients.
I regularly see smart, personable, motivated senior associates or junior partners who have been working tirelessly on client development for many years, with nothing to show for it.
After we sit down and discuss their previous marketing efforts, it’s often obvious to me that the activities they’d been undertaking had little chance of success. I hate to discourage them, even when I’d like to say, “Yeah, that stuff was never going to work.” It’s not their fault; they just got bad advice. Or no advice at all.
Introduction
You don't need a big ``Rainmaker`` personality.
Big Picture: As a new associate, your goal should be to master the skills you need to be an excellent lawyer and put yourself in the best-possible position to successfully develop a pipeline of high-quality legal work later when you will want to generate work or create business opportunities.
To do that, your goal from the very beginning of your associate career should be to build a strong and productive network. Gradually and systematically, over time, you will want to develop a tight 250–500 person network of people who hire lawyers, influence the hiring decisions, or refer business to them.
Few clients will hire an associate for a larger case or deal -- you simply don’t offer enough cover if a representation were to go bad. (“Wait, you hired an associate for this?!”) Therefore, spend these important early years building your resume, reputation, and name recognition within a specific target audience.
First-Year Associates
Mindset: Become an excellent lawyer.
Your first priority is to learn to be a good lawyer; external marketing isn’t important yet. Your only real proactive, external activity should be ensuring that you don't lose touch with the people you already know. Create a reminder to make sure that you've had some contact with your chums once per quarter. Your future self will thank you.
• Always, always, always have business cards with you; you never know when you’re going to meet someone who could later turn into a client or referral source.
• The 250 business cards gathering dust in a box in your bottom desk drawer can’t help you unless they’re with you when you need them. Here’s how to ensure you have cards with you when you need them:
o Leave 75–100 in the box at work, then divide up the rest among all of your pants pockets, suit coats, blazers, jackets, overcoats, purses, gym bags, briefcase, backpack, suitcase, roller bag, and glove box.
Second-Year Associates
Mindset: Build your internal brand and develop your network.
Your first priority as a second-year associate remains learning to be a great lawyer; marketing is still a distant second. Continue to focus on building your internal brand for excellence, efficiency, and teamwork. Stay in touch with your friends and contacts.
• Continue the ``First-Year Associates`` activities, above.
• Continue adding new names to your mailing list, and to your LinkedIn and Facebook networks as you encounter these contacts.
o Bar association committee members
o Your peers within client companies
o People you meet at networking functions
o Alumni association contacts
o Co-counsel and opposing counsel
Foreword
Be a good lawyer, build a network, target your marketing.
The law is a challenging, competitive profession; many associates live in a constant state of unease. They want to know how they’re doing, how they’re comparing to their peers in the firm and across the industry. And the anxiety doesn’t go away as they advance through their careers. In fact, it often increases, as they wonder if they’re doing everything they can to improve their chance of partnership, including developing their own clients.
I regularly see smart, personable, motivated senior associates or junior partners who have been working tirelessly on client development for many years, with nothing to show for it.
After we sit down and discuss their previous marketing efforts, it’s often obvious to me that the activities they’d been undertaking had little chance of success. I hate to discourage them, even when I’d like to say, “Yeah, that stuff was never going to work.” It’s not their fault; they just got bad advice. Or no advice at all.
Introduction
You don't need a big ``Rainmaker`` personality.
Big Picture: As a new associate, your goal should be to master the skills you need to be an excellent lawyer and put yourself in the best-possible position to successfully develop a pipeline of high-quality legal work later when you will want to generate work or create business opportunities.
To do that, your goal from the very beginning of your associate career should be to build a strong and productive network. Gradually and systematically, over time, you will want to develop a tight 250–500 person network of people who hire lawyers, influence the hiring decisions, or refer business to them.
Few clients will hire an associate for a larger case or deal -- you simply don’t offer enough cover if a representation were to go bad. (“Wait, you hired an associate for this?!”) Therefore, spend these important early years building your resume, reputation, and name recognition within a specific target audience.
First-Year Associates
Mindset: Become an excellent lawyer.
Your first priority is to learn to be a good lawyer; external marketing isn’t important yet. Your only real proactive, external activity should be ensuring that you don't lose touch with the people you already know. Create a reminder to make sure that you've had some contact with your chums once per quarter. Your future self will thank you.
• Always, always, always have business cards with you; you never know when you’re going to meet someone who could later turn into a client or referral source.
• The 250 business cards gathering dust in a box in your bottom desk drawer can’t help you unless they’re with you when you need them. Here’s how to ensure you have cards with you when you need them:
o Leave 75–100 in the box at work, then divide up the rest among all of your pants pockets, suit coats, blazers, jackets, overcoats, purses, gym bags, briefcase, backpack, suitcase, roller bag, and glove box.
Second-Year Associates
Mindset: Build your internal brand and develop your network.
Your first priority as a second-year associate remains learning to be a great lawyer; marketing is still a distant second. Continue to focus on building your internal brand for excellence, efficiency, and teamwork. Stay in touch with your friends and contacts.
• Continue the ``First-Year Associates`` activities, above.
• Continue adding new names to your mailing list, and to your LinkedIn and Facebook networks as you encounter these contacts.
o Bar association committee members
o Your peers within client companies
o People you meet at networking functions
o Alumni association contacts
o Co-counsel and opposing counsel
Jump-start your lawyers’ careers — give them their own book and build your in-house training around it, or hire Ross to train your team. Leading firms that have bought dozens or hundreds of books include:
Akin Gump
Benesch
Beveridge & Diamond
Duane Morris
Fish & Richardson
Shumaker Loop
Stoll Keenon
Stroock & Stroock & Lavan
Vedder Price
Lawyers crave marketing help, but it can be tough to know where to start. Marketers and PD experts at law firms worldwide have used this valuable resource for decades to help their associates achieve dramatic success.
Buy a copy for each member of your marketing or professional development team!
CONTACT ROSS DIRECTLY FOR BULK ORDERS, at ross@fishmanmarketing.com, or purchase on Amazon.com at https://goo.gl/HsrmbE.
Lawyers covet marketing education. Ross has trained over 10,000 busy lawyers in the most efficient marketing and business-development techniques. As a former litigator, marketing director, and marketing partner, he speaks credibly to lawyer audiences. Ross is one of the legal profession's go-to presenters on marketing, client development, ethics, and CLE topics.
HIRE ROSS TO TRAIN YOUR LAWYERS AND GET AN ADDITIONAL HALF-OFF DISCOUNT ON YOUR BOOKS. View a sample of Ross speaking at https://goo.gl/A146Pr.
Of Counsel magazine wrote “Many people consider Ross to be the nation’s foremost expert on law firm marketing.”
Ross Fishman is one of the legal profession's most popular marketing and Ethics CLE keynote speakers and trainers. Often characterized as both highly entertaining and educational, Ross's presentations draw on his experience as a litigator, marketing director, and marketing partner, inspiring lawyers at all levels.
A Fellow of both the College of Law Practice Management and Litigation Counsel of America (LCA), Ross was one of 10 marketers selected in 2016 as a ``Lawdragon 100`` leading consultant. He has branded 200 law firms worldwide, and has written 250 bylined articles. He received the international Legal Marketing Association's first peer-selected Lifetime Achievement award (1998), and was the very first marketer inducted into the LMA’s Hall of Fame (2006). A 1986 member of the federal Trial Bar (N.D. Ill.), Ross received a B.A. in Speech Communications, cum laude, from the University of Illinois, and his J.D. from Emory University School of Law.
+1.847.432.3546 * ross@fishmanmarketing.com * linkedIn.com/in/rossfishman * @rossfishman
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Ross Fishman has presented 300 keynotes, retreats, marketing training, ethics, and CLE presentation. Lawyers often call Ross ``The Best Marketing Presenter I've Ever Seen.``
Contact Ross for more information or to book him to speak at your firm or organization's program, at ross@fishmanmarketing.com or +1.847.432.3546. Or fill out the form below to have Ross contact you directly.