“There is a pattern worth noting in personal injury marketing.
The firms with real brand recognition are not the ones casting wide nets. They are the ones that picked an audience years ago and have been speaking to that audience, only that audience, ever since.
It works because the audience hears it. Hispanic immigrant families, construction workers, rideshare drivers, motorcyclists — the firms that built around one of those communities now own a kind of trust the generalist firms cannot manufacture.
Most PI firms have never made that decision. They write to everyone, which means they write to no one in particular. The content gets technically correct and instinctively forgettable.
The firms doing this well are not bigger or better-resourced. They simply chose. And they kept choosing, every time the content was tempting to broaden.”
– Hugo E. Gomez, Founder (Abogados NOW)
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