Play to your strengths. Get out of your way. Go beyond the fear of failure. The reward? Achieving success on your own terms. That’s just what Gina Zapanta (@ginazapanta_) , Co-Founder of Z.A. Lawyers (@zalawyers) did. Today, she offers up a masterclass on positioning your firm’s brand. She explains why it pays to be the ‘chicken person’, grassroots marketing for real impact, and how boundaries have helped her live the life of her dreams. 

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The “Grandfather of Legal Advertising”, Harlan Schillinger, broke the marketing mold back in 1978. His innovations – and insights – remain just as valuable today. The private consultant has worked with over 140 firms in 98 markets. While he only works with a handful of clients at a time, this episode gives access to insights from nearly five decades in the business. Today he reveals how to harness the power of perception in advertising, the importance of quality keywords in SEO, and the right way to leverage data in OTT ads.  

This is Harlan’s second appearance on PIMM. Hear his impressive career journey, the secrets to optimizing intake, and why your marketing dollars only count if they’re backed by credibility.  Episode 60. Harlan Schillinger, Grandfather of Legal Advertising Supercharge Your Intake Process

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Trial is a zero-sum game. Everything is on the line. Before you can win in a trial, you gotta win clients. Legendary Patrick Salvi Sr., has obtained more than 310 multi-million dollar verdicts and settlements, totaling over $2 billion. How did he do it? Buy niching early on. His laser-like focus on medical malpractice and catastrophic injury cases allows him to focus on increasing the value of each case. As Managing Equity Partner, he is at the helm of one of the most successful personal injury law firms in Illinois, Salvi, Schostok, & Pritchard Trial Lawyers (@salvilaw). 

Today, Mr. Salvi shares his insights from over four decades in the business. He explains how fear is holding good lawyers from being great, how taking a case to trial increases the value for the client, and why success starts and ends with empathy. 

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Forget boring content. It won’t capture attention. Fresh takes on personal injury and mass tort campaigns, when done right, can create community through education. Quality content may take time, but it builds authority and trust with potential clients – and Google. 

Few do it better than Luke Russell (@lukewrussell). Digital media powerhouse turned Community Ambassador, Luke goes beyond the facts. Their superpower is human connection, a skill used to transform boring legal content into human-centered masterpieces. Today they give us an inside look at how researched-backed content can grab attention and how to reframe tired narratives. And they explore how an international relationship with self translates to a more peaceful life, deeper relationships, and better business.

When a jury is connected to an attorney, they will find the facts to support the case. Connection requires more than evidence and preparation. It takes nurtured and measured interactions to win the attention and, eventually, the connection of a jury. Learning these trial skills takes practice. And Dan Ambrose, founder of Trial Lawyers University (@triallawyersuniversity), is here to help. Dan spent 18 years as a criminal defense lawyer, has worked directly with many of the top-performing trial attorneys in the country, and sees mentorship as the path to a more just world. He offers practical ways to become a better trial attorney. Learn how eye contact and speech patterns can help win at trial and maximize the verdict. 

What’s in This Episode:

• Who is Dan Ambrose?
• What are the micro skills of connection and how do they help earn juror’s trust?
• How can an attorney ramp up eye contact and use it as a tool for direction? 
• What speech patterns maintain the attention of the jury and lessen attention fatigue? 

Litigation cases take up considerable resources. What if you could remove the overhead, relieve the stress, and provide quality representation for your clients? Georgia Trial Attorneys offers a solution. Co-Founder James Grant (@accidentattorneyjg) provides an elite team of trial attorneys and support staff to give solo practitioners and national brands back their physical and financial freedom. Hear how he helps firms make more money faster and with less stress by operating as their outsource litigation department. Today James explains how to eliminate conflict and gain trust and how he uses cutting-edge AI integration to boost revenue.

What’s in This Episode:

• Who is James Grant?
• How a duo with no business plan or clients became one of the fastest-growing firms in the nation. 
• The advantages of a pod-structured firm.
• How forecasting informs proper hiring timelines.
• How to successfully market attorney services to other law firms.