Welcome to episode 296 of Grow Your Law Firm, hosted by Ken Hardison. In this episode, Ken sits down with Eric Morgan, President and CEO of Roux Advertising, to discuss how law firms can develop authentic brand positioning that attracts ideal clients, even when competing against the biggest advertisers in the market. Eric Morgan leads Roux Advertising, a New Orleans-based agency that helps law firms build differentiated, sustainable brands. With decades of experience in media strategy, campaign development, and analytics, Eric specializes in uncovering what makes a firm truly unique - and turning that into marketing that delivers real growth. What you’ll learn about in this episode:

1. Brand Positioning for Competitive Markets: – Why smaller law firms don’t need to “out-yell” or outspend big competitors – How to stand out by identifying and owning a unique brand message
2. Using Client Insights to Shape Strategy: – The value of interviewing past clients to uncover real differentiators – Leveraging referrals and testimonials as brand-building tools
3. Identifying Your Firm’s Audience Sweet Spot: – Mapping competitor messaging to find open market space – Aligning your message with your ideal client’s values and mindset
4. Operational Alignment with Brand Identity: – How client service philosophies can drive both marketing and internal systems – Building processes and team culture around brand promises
5. Avoiding the Data Overload Trap: – Why over-analyzing attribution can hurt more than help – Embracing a media mix and measuring success holistically

Resources: Website: www.rouxadvertising.com/ LinkedIn: www.linkedin.com/in/eric-morgan-b6a6042/ Facebook: www.facebook.com/RouxAdvertising/ Twitter (X): twitter.com/RouxAdvertising Additional Resources: https://www.pilmma.org/aiworkshop https://www.pilmma.org/the-mastermind-effect https://www.pilmma.org/resources https://www.pilmma.org/mastermind