Personal Injury Mastermind

294. Toolkit: Why They Pick You: What Data Reveals About Landing 7-Figure PI Cases

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Mike Perez, founder of iLawyer Marketing, reveals groundbreaking research that challenges everything you think you know about legal marketing. His latest click study exposes why being #1 doesn't guarantee success and how some top-ranked firms are losing cases to lower-positioned competitors.


Dominate your market today. Grab a copy of Chris’ latest book, Personal Injury Lawyer Marketing: From Good to GOAT. 


In this data-driven episode of Personal Injury Mastermind, Mike shares proprietary research showing why traditional marketing metrics mislead PI firms, and how understanding client behavior transforms marketing ROI. He reveals why some firms spending $100K+ monthly on Google Ads see exponential returns while others waste money on the same platforms.


We discuss:

  • The real reason some Google Ads campaigns crush it (while others fail)
  • How to turn data into media coverage and high-authority backlinks
  • Why your website is the biggest factor in securing seven-figure cases
  • Organic vs. paid social for social
  • Smart strategies for new firms entering competitive markets

    • Guest Details

    Mike Perez, has conducted pioneering research on legal consumer behavior through iLawyer Marketing and 1.21 Interactive. His click studies and heat map analysis have revolutionized how elite firms approach digital marketing, leading to breakthrough insights about how serious clients actually choose their lawyer.

    • Mike Perez:  LinkedIn
    • iLawyer Marketing: LinkedIn, Website, Instagram

      • Chris Dreyer and Rankings Details

      Chris Dreyer is the CEO and founder of Rankings.io, the elite legal digital marketing agency. 

      • Rankings: Website, Instagram, Twitter
      • Chris Dreyer: Website, Instagram
      • Newsletters: The Dreyer Sheet 
      • Books: Personal Injury Lawyer Marketing: From Good to GOAT; Niching Up: The Narrower the Market, the Bigger the Prize
      • Work with Rankings: Connect

        • Time Stamps

        00:00 Intro

        03:15 Click Studies: How Clients Actually Choose Lawyers 

        05:30 The Truth About LSAs: Is the Golden Age is Over?

        06:57 Put it All on Google Ads: Why Six-Figure Budgets Win (And Small Spends Fail) 

        09:45 Fight Fake Reviews & Spam to Boost SEO

        11:42 Earned Media: Turning Data into Headlines

        13:15 Designing the Perfect Website to Attract Seven-Figure Cases 

        15:00 The Ultimate Marketing Mix: Strategies from Startup to Empire


        Additional Episodes You Might Enjoy
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        • 84. Glen Lerner, Lerner and Rowe – A Steady Hand in a Shifting Industry
        • 101. Pratik Shah, EsquireTek — Discovering the Power of Automation
        • 134. Darryl Isaacs, Isaacs & Isaacs — The Hammer: Insights from a Marketing Legend
        • 104. Taly Goody, Goody Law Group — Finding PI Clients on TikTok
        • 63. Joe Fried, Fried Goldberg LLC — How To Become An Expert And Revolutionize Your PI Niche
        • 96. Brian Dean, Backlinko — Becoming a Linkable Source
        • 83. Seth Godin — Differentiation: How to Make Your Law Firm a Purple Cow
        • 73. Neil Patel, Neil Patel — Digital A New Approach to Content and Emerging Marketing Channels
          • ...more
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          Personal Injury MastermindBy Chris Dreyer, Rankings.io
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