Most firms live off referrals. David Craig flipped that script — now 80% of his cases come directly from consumers. That pivot made him Indiana’s go-to trucking lawyer and a national force in PI.

In this episode, David shares the 3 Pillars of Proof that helped him dominate one of the toughest niches in law:

Proof of Expertise: Books and a podcast that educate clients while closing cases.

Proof in Performance: A culture where investigators, social workers, and rapid-response teams matter as much as trial lawyers.

Proof of Leadership: Financial transparency that keeps attorneys loyal for decades.

If you want to stand out in trucking — or any PI niche — this episode is your roadmap.

You’ll learn:

Why consumer-focused content builds trust faster than referrals.

How non-revenue hires like social workers can change case outcomes.

The leadership framework that keeps your team invested long-term.

If you like what you hear, hit subscribe. We do this every week.

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Content that creates authority. Social ads that set appointments. Referrals that actually call back. Kara Prior (President, James Publishing / James Amplifier) shares how PI firms are converting attention into signed clients—using niche books, AI-cloned video, and a referral system that delivers.

Kara explains:

Why niche authority books beat generic guides for proof, follow-up, and lead capture.

The math behind Social Leads: run tested ads, pre-qualify responders, and feed your intake team hundreds of phone appointments with vetted prospects—for a flat monthly fee.

The overlooked referral engine cadence that turns cold contacts into booked partner meetings (plan ~3 hours of calling per appointment).

Why most ROI dies in intake—and how mystery shopping shows you where you’re losing cases.

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Billboards, bus wraps, and TV ads are fighting for the same split-second of attention.

But what if you could get your brand in front of someone at the exact moment they’re relaxed, focused, and open to suggestion — without competing against 20 other lawyers in the same space?

Shawn Porat is the founder and Chief Fortune Officer of OpenFortune — the media platform turning the humble fortune cookie into a high-impact PI marketing channel. With distribution across 30 countries and 300M impressions a month, OpenFortune has delivered viral wins for brands like Capital One, Duolingo, and even investor Gary Vaynerchuk — who calls it “the new Super Bowl ad.” 

For the first time, Shawn’s team is inviting personal injury brands to join the party.

In this episode, Shawn shares the strategy, the science, and the stories behind turning a slip of paper into a marketing powerhouse. If you think billboards are your only out-of-home option, think again.

In this conversation, Shawn shares:

Why 6% of fortune cookies get posted to social media (and how to make yours one of them)

How Gary Vee called OpenFortune “the new Super Bowl spot” — and bought in

Ways PI firms can connect without the hard sell — and still win cases

The measurable tactics that turn a dinner table moment into long-term brand recall

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Only one in ten PI firms is using programmatic advertising. That means the other nine are sacrificing market share. And cases.

If your ads aren’t following your ideal clients from Candy Crush to connected TV, it’s time to change that.

In this special bonus replay of our live Rankings webinar, CEO Chris Dreyer and Director of Paid Ads Brianna Sudbury break down exactly how to put your brand in front of the right audience, on the right device, at the right time, without wasting budget.

From CTV spots on Hulu to geofenced audio ads near accident sites, this episode is your roadmap to laser-targeted campaigns that work together, trackable results, and scaling without the guesswork.

Learn:

The six programmatic formats every PI firm should test

Why “one pixel to rule them all” is your retargeting superpower

How to combine OTT, display, audio, and native for maximum recall

Creative tips that beat “wallpaper” ads every time

Budget ranges, CPM benchmarks, and when to go premium vs. remnant

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Most personal injury firms treat trials as a last resort. Brett Turnbull built his entire business around it. And made it profitable.

In this episode, Brett reveals the marketing and operational systems driving his national trial practice. He breaks down his three-part framework — money, marketing, and operations — and shows how each part works together to attract better cases, prepare his team, and keep the firm financially strong.

You’ll hear how Brett intentionally builds lawyer and non-lawyer referral networks, why he still invests in paid marketing, and how his intake process uncovers high-value claims like traumatic brain injuries that other firms miss. He also shares how mock trials and focus groups keep his attorneys ready for the few cases that do make it to court.

In this conversation, Brett shares:

How the “Money–Marketing–Operations” model supports a profitable trial practice

The three marketing channels Brett develops for steady, high-quality case flow

Why trial readiness is a marketing advantage in PI

Systems for spotting overlooked injuries like TBIs at intake

Training methods that keep lawyers sharp without risking client outcomes

Proven protocols for handling brain injury cases from intake to verdict

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As the founder of TopDog Law, James Helm has gone from $5K in monthly lead buys to seven figures a month across paid social, billboards, and more. If you're wondering where your budget should go—at $100K, $1M, or $10M—this is the guy to learn from.

In this conversation, James shares:

The hidden risks of under-spending (or over-hiring)

Why creative is the most overlooked cost center

When lead buying makes sense—and when it’s a trap

The $10M Uber Test that tells you if your brand is working

PIMCON 2025 Tickets On Sale Now. Get yours today!

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By litigating 80% of his cases, tracking every KPI that matters, and building an intake team with zero missed calls, Blake Swan has scaled Keller Swan to six states and 37+ staff — without losing control.

In this episode, Blake breaks down the exact systems and decisions that powered his explosive growth. From AI-backed intake to profit-by-pod dashboards, you’ll learn how discipline, data, and strategy drive outsized results.

In this conversation, Eric shares:

Why filing early and often leads to higher-value cases

How to build an intake culture that runs 24/7 — without burnout

The two-minute rule that cut wash rate to nearly zero

How Blake uses dashboards and KPIs to drive accountability firm-wide

Why he expanded into six states — and how he chose which ones

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Growth is the goal for many trial attorneys — more cases, more verdicts, more visibility. But where most zig, Eric Fong zags. With just one paralegal and complete commitment to the work, he turned down a $25K offer and won a $91 million verdict — the largest in Washington State history.

Eric doesn’t chase scale. He builds deep focus. That focus comes with a cost — sometimes leaving him physically depleted after trial — but it’s also what makes him one of the most respected courtroom tacticians in the country.

In this conversation, Eric shares:

How he’s built a thriving practice around simplicity and selectivity

The mental and emotional toll of high-stakes litigation — and how he manages it

Why stepping away from the noise can sharpen your edge in trial

And how generosity, rest, and storytelling shape the way he wins

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In this tactical webinar replay, Rankings founder Chris Dreyer is joined by Director of Link Building Kat Taylor to map out exactly how personal injury firms can boost visibility in AI search results using off-site signals.

Search is changing—fast. And if your off-site strategy is stuck in 2015, your rankings won’t survive the AI shift.

You’ll learn:

How AI models like ChatGPT and Perplexity are trained (and what they’re prioritizing)

The new SEO “power players” — from Reddit and Wikipedia to Yelp and Wikidata

How to structure your pages and links to earn AI citations

What not to do when optimizing for LLMs—and what to do instead

13 real tactics you can apply today to boost both rankings and AI visibility

UP NEXT:  What if you could show up where your competitors can’t? Even without a massive ad budget?

Programmatic advertising automatically puts your message in front of the right people, on the right platforms, at the right time. In this masterclass replay, you’ll learn why it’s the missing link in your digital ad stack—and how to use it to sign more cases.

Chris Dreyer and Brianna Sudbury break down:

How programmatic ads follow high-intent users across streaming platforms, apps, podcasts, and more

Why most PI firms ignore this channel—and how that gives you a major advantage

9 steps to launching your own programmatic campaign without a full media team

When: July 29, 2025Time: 2 PM CST

Save your spot at rankings.io/webinars

Plus, we’ll open the floor for live Q&A so you can get actionable insights tailored to your firm.

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Michael McCready builds systems that attract cases. His firm is a high-efficiency legal operation trusted by top advertisers and referral partners across the country. With over 30 years in PI law and a remote B2B setup from Puerto Rico, he’s engineered a firm that elite advertisers trust with their biggest cases.

In this episode, Michael shares how he scaled to 100+ staff, automated 200+ client touchpoints, and uses AI to write better closings in his own voice.

You’ll learn:

Why client service—not ad spend—is Michael’s growth engine

How SmartAdvocate and custom GPTs drive consistency across six offices

What B2B lawyering looks like in an age of consolidation

How to maintain trust and transparency with high-volume referral partners 

PIMCON 2025 Tickets On Sale Now. Get yours today!

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