When it came time to name his book, Jason Hennessey left nothing to chance. Anyone searching for “law firm SEO” would find his agency, videos, and his book: “Law Firm SEO.” “I'm dominating that keyword, and it's all by design.”

With host Michael Cowen, Jason defines words in the digital marketing dictionary like “SEO” and “LSAs.” He pulls back the curtain on the Google algorithm. And he describes strategies to get the phone to ring. His main advice for lawyers is to take action. As an example, he congratulates Michael for his idea to send videos to potential referrals. “And as a result of that, you are able to post those large checks on social media because you're building these new referral partners. But what if you didn’t take action?”

Michael and Malorie welcome listener questions for a new “Ask Michael and Malorie Anything” feature. To submit a question, email Michael.

Name: Jason Hennessey

About: Jason is an entrepreneur, internationally recognized SEO expert, speaker, author, podcast host, and business coach. Click here to order his “Law Firm SEO” book for free.

Company: Hennessey Digital   

Connect: LinkedIn | Facebook | X | Instagram

[03:03] What is SEO? It stands for “Search Engine Optimization,” and it’s not taught in school. Jason began his SEO education while working as a DJ in college.

[05:03] “Law Firm SEO”: Michael wrote this book to empower lawyers so they’re not taken advantage of by a huckster promising to get them on page 1 of Google.

[11:56] The Competition: Google has made it harder for personal injury marketing over the years. While firms could generate leads with advanced SEO strategies, “it’s not as easy anymore,” Jason observes.

[16:39] It’s the Optics: Jason outlines why Google reviews are important: perception, competitive ranking, and keywords.

[19:03] When to Get the Review: Jason argues that a lawyer should seek a client review at the beginning of a case rather than waiting until the case ends.

[20:10] Go Deep or Wide? With a tight marketing budget in a competitive market, a law firm could either limit marketing based on geography or target marketing based on practice area. Jason describes both strategies.

[24:28] ‘To Thine Own Self…” Use stunts to lure social media views if that’s your style. The important thing, Jason says, is to stay true to yourself.

[29:17] The AI Factor: Artificial intelligence allows a marketer to be more efficient, but Google will sniff out content that’s AI-generated and “won’t treat it as favorably” as more unique content, Jason says. And the future could look scary. “I think at some point there could be Michael Cowen and Jason Hennessey on a podcast, and it's not even us talking!”

[33:26] Looking Ahead: Video and influencers are two tools that Jason expects to become more important.

[36:47] Website Strategies: Once a potential PI client lands on your website, you can keep them with strategies like empathetic writing (rather than a sales pitch) and carefully crafted “thank you” pages after a form submission.

[40:12] Chatbots v. Human Beings: Weighing in on the debate, Jason says that it’s all about the script that the chatbot is following.

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In this popular and award-winning podcast for trial lawyers, noteworthy author, sought-after speaker, and renowned trial lawyer, Michael Cowen explores critical topics distinctive to the legal profession with some of the biggest names in the industry – specifically focused on developing extremely efficient law practices, securing a competitive edge in the industry, and wildly excelling in the courtroom.

South Carolina PI attorney Dirk Derrick joins host Michael Cowen for an in-depth discussion about Dirk’s innovative approach to focus groups. By prioritizing truth-seeking and empowering clients through data-driven decisions, Dirk’s team uses focus groups to maximize case values. Plaintiffs’ attorneys who want to learn more are invited to request access to his podcast, “The Appraisers,” where other plaintiffs’ attorneys share case studies from their focus groups.

Name: Dirk Derrick

About: Dirk’s firm, Derrick Law Firm Injury Lawyers, has nearly 30 attorneys practicing in 10 locations across South Carolina. He has obtained information from 10,000 South Carolinians and watched 700 focus group juries deliberate. He partners with data scientists to develop a proprietary interactive database to analyze the data. 

Company: Derrick Law Firm Injury Lawyers 

Connect: LinkedIn | Facebook | X | YouTube | Instagram

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☑️ Subscribe to Trial Lawyer Nation on Apple Podcasts, Spotify, or YouTube.

In this popular and award-winning podcast for trial lawyers, noteworthy author, sought-after speaker, and renowned trial lawyer, Michael Cowen explores critical topics distinctive to the legal profession with some of the biggest names in the industry – specifically focused on developing extremely efficient law practices, securing a competitive edge in the industry, and wildly excelling in the courtroom.

Rarely does a personal injury client walk in the door with a clean medical history. Aches, pains, complaints, chiropractic visits – “it’s just the reality of life,” says Sonia Rodriguez, host Michael Cowen’s colleague at Cowen Rodriguez Peacock.

In this conversation, Sonia and Michael discuss the art of strategically managing personal injury cases that involve preexisting conditions and subsequent incidents. Tune in for their insights about leveraging prior medical history, collateral witnesses, and creative tactics to secure successful outcomes.

Name: Sonia Rodriguez

About: Sonia Rodriguez, a native of San Antonio, Texas, is a partner at Cowen Rodriguez Peacock. She has represented only plaintiffs for nearly 20 years, focusing on personal injury trial and appellate law. Beyond her practice, Sonia supports important civic and community causes, including the Young Women’s Leadership Academy and the SAISD Foundation.

Company: Cowen Rodriguez Peacock

Connect: LinkedIn  

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☑️ Subscribe to Trial Lawyer Nation on Apple Podcasts, Spotify, or YouTube.

In this popular and award-winning podcast for trial lawyers, noteworthy author, sought-after speaker, and renowned trial lawyer, Michael Cowen explores critical topics distinctive to the legal profession with some of the biggest names in the industry – specifically focused on developing extremely efficient law practices, securing a competitive edge in the industry, and wildly excelling in the courtroom.

Three decades as a trial lawyer; 30 trials; more than $3 billion in verdicts and settlements; thriving practices: Ask Mike Alder how he does it, and his answer is simple. 

“Take a cold shower and make your bed.”

Make your bed, every day, because it teaches the discipline a trial lawyer needs. Prefer a warm shower? Take a cold one anyway, because stepping outside your comfort zone prepares a trial lawyer for dealing with stressful situations.

In this wide-ranging conversation with host Michael Cowen, Mike reflects on the personal habits (meditating on a spiked mat) and professional strategies (doing small disciplines over time) that have contributed to his success. Tune in to learn his equation for excellence, recipe for losing your life, and daily routines. They’ve taken years to develop, “but now, I’m cooking with gas, and that is what it takes.”

Name: Mike Alder 

About: Mike is owner and senior trial attorney at AlderLaw, a leading Los Angeles firm that represents plaintiffs in personal injury, business torts, and employment litigation cases. He pursues all cases on behalf of his clients who have suffered injustices.

Company:  Alder Law | LinkedIn

Connect: LinkedIn | YouTube | Instagram | TikTok |  Email 

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☑️ Subscribe to Trial Lawyer Nation on Apple Podcasts, Spotify, or YouTube.

In this popular and award-winning podcast for trial lawyers, noteworthy author, sought-after speaker, and renowned trial lawyer, Michael Cowen explores critical topics distinctive to the legal profession with some of the biggest names in the industry – specifically focused on developing extremely efficient law practices, securing a competitive edge in the industry, and wildly excelling in the courtroom.

“If you’re a lawyer listening to this podcast and you manage anybody,” says Malorie Peacock, “I think you can find some value in some of the stuff that we’re going to talk about.”

What Malorie and host Michael Cowen talk about is effective law firm leadership, and the “stuff” includes strategies for building a culture of accountability without workplace drama. Borrowing insights from Cy Wakeman’s revolutionary books, they share personal and professional experiences that they’ve applied as leaders.

Name: Malorie Peacock

About: A name partner at Cowen Rodriguez Peacock, Malorie represents clients who have been injured by the negligence of others. Her experience includes working on commercial vehicle, trucking, and wrongful death cases.

Company: Cowen Rodriguez Peacock

Connect: LinkedIn | X | Facebook | Instagram | YouTube

☑️ Follow us on X, Facebook, Instagram, and LinkedIn.

☑️ Subscribe to Trial Lawyer Nation on Apple Podcasts, Spotify, or YouTube.

In this popular and award-winning podcast for trial lawyers, noteworthy author, sought-after speaker, and renowned trial lawyer, Michael Cowen explores critical topics distinctive to the legal profession with some of the biggest names in the industry – specifically focused on developing extremely efficient law practices, securing a competitive edge in the industry, and wildly excelling in the courtroom.

Host Michael Cowen chats with Darryl Isaacs of Isaacs & Isaacs Personal Injury Lawyers about personal branding and marketing. Darryl shares his journey from starting his practice in Kentucky to becoming a widely recognized figure in personal injury law across several states, with his own trademarked nickname: “The Hammer.” From television advertisements to digital platforms, Darryl discusses his experience with a range of marketing tools. Ultimately, though, he suggests that any marketing must be aligned with a lawyer’s authentic, unique voice.

Want to learn more from Darryl? Call his cell. 

Name: Darryl Isaacs

About: Nicknamed “The Hammer,” Darryl Isaacs smashes through delays, red tape, and tactics that insurance companies use to keep from paying what their clients deserve. His practice focuses on auto accidents, commercial vehicle and truck accidents, and wrongful death cases.

Company: Isaacs & Isaacs Personal Injury Lawyers

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☑️ Subscribe to Trial Lawyer Nation on Apple Podcasts, Spotify, or YouTube.

In this popular and award-winning podcast for trial lawyers, noteworthy author, sought-after speaker, and renowned trial lawyer, Michael Cowen explores critical topics distinctive to the legal profession with some of the biggest names in the industry – specifically focused on developing extremely efficient law practices, securing a competitive edge in the industry, and wildly excelling in the courtroom.

Connect: LinkedIn

“I think it’s more than just the pinky,” Teana Overton says of her client’s injury from a trip-and-fall. In fact, the pinky bone shattered, requiring surgery and limiting the client’s way of life.

Teana and Drew Gilliland join host Michael Cowen to discuss how they won $1.8 million for the plaintiff. Their behind-the-scenes description of the case highlights how they developed a strong relationship with the client and how they welcomed witness testimony that made her relatable to the jury. They also recall a “scary” moment when the defense motioned for a mistrial. Tune in to learn the twists and turns of the story.

Name: Teana Overton

About: Teana is a first-generation college graduate and, more recently, a first-generation law school graduate. An associate at the Nick Schnyder Law Firm, she is a hardworking advocate for clients in underserved and underrepresented communities. 

Company: Nick Schnyder Law Firm

Connect: LinkedIn

Name: Drew Gilliland

About: A senior trial attorney at the Nick Schnyder Law Firm, Drew represents people who have been injured by another’s negligence. He has recovered millions of dollars for his clients since he became a personal injury attorney and is frequently asked to co-counsel on cases with other attorneys.

Company: Nick Schnyder Law Firm

Connect: LinkedIn

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☑️ Subscribe to Trial Lawyer Nation on Apple Podcasts, Spotify, or YouTube.

In this popular and award-winning podcast for trial lawyers, noteworthy author, sought-after speaker, and renowned trial lawyer, Michael Cowen explores critical topics distinctive to the legal profession with some of the biggest names in the industry – specifically focused on developing extremely efficient law practices, securing a competitive edge in the industry, and wildly excelling in the courtroom.

Host Michael Cowen invites Business Development Manager Abbey Vela to discuss how Cowen Rodriguez Peacock attracts and then keeps referral partners over the long haul. Abbey’s role at the firm is to connect and communicate with referrals; as she explains, it’s a position that “a lot of law firms tend to lack.” Michael observes that any firm interested in building a referral-based practice must be prepared to offer value. “It can't just be, ‘Come listen to how, what a badass I am and why you should give me your cases.’ No one wants to hear that.”

Finally, Michael and Abbey encourage listeners to attend the firm’s Big Rig Masterclass in Las Vegas on October 16, part of TLU Vegas. Those interested in enrolling can visit Cowen’s Big Rig Masterclass and use the promo code COWEN400 to save $400 off the price of registration.

Name: Abbey Vela

About: Abbey is the business development manager at Cowen Rodriguez Peacock, where she liaises between the firm’s lawyers and referral partners. She has more than eight years of experience in building and growing businesses. 

Company: Cowen Rodriguez Peacock    

Connect: LinkedIn  

☑️ Follow us on X, Facebook, Instagram, and LinkedIn.

☑️ Subscribe to Trial Lawyer Nation on Apple Podcasts, Spotify, or YouTube.

In this popular and award-winning podcast for trial lawyers, noteworthy author, sought-after speaker, and renowned trial lawyer, Michael Cowen explores critical topics distinctive to the legal profession with some of the biggest names in the industry – specifically focused on developing extremely efficient law practices, securing a competitive edge in the industry, and wildly excelling in the courtroom.

Renowned trucking accident lawyer Joe Fried tried the second case in the nation and the first in Georgia to test Amazon’s claims that it has no responsibility for its drivers’ conduct.

The result was a $16.2 million verdict against Amazon for pain and suffering endured by his client’s son, an 8-year-old boy who was run over by a delivery van. As Joe explains to host Michael Cowen, the groundbreaking case offers unique teaching opportunities for plaintiffs’ lawyers. Among the successful strategies: his team’s focus on exposing how the driver was himself a victim of Amazon, which places drivers under immense pressure. “The jury agreed with us on that in that regard.”

Both Joe and Michael will share their insights about trucking accident law this fall.

First, Joe will discuss the Amazon case at the Academy of Truck Accident Attorneys Annual Symposium, to be held in Nashville from September 25 to 27. 

Then, Joe and Michael will join the faculty at TLU Vegas, October 16-19 at Caesars Palace. Joe will present about the case, and Michael will lead a masterclass on trucking. 

Name: Joe Fried   

About: Joe Fried is one of the original truck accident lawyers in the country and is widely recognized as a top attorney in the field. He is credited with developing many of the best practices used by lawyers nationally in truck accident investigation and truck accident litigation.

Company: Fried Goldberg LLC  

Connect: Facebook | LinkedIn | X | YouTube | Instagram       

☑️ Follow us on X, Facebook, Instagram, and  LinkedIn.

☑️ Subscribe to Trial Lawyer Nation on Apple Podcasts, Spotify, or YouTube.

In this popular and award-winning podcast for trial lawyers, noteworthy author, sought-after speaker, and renowned trial lawyer, Michael Cowen explores critical topics distinctive to the legal profession with some of the biggest names in the industry – specifically focused on developing extremely efficient law practices, securing a competitive edge in the industry, and wildly excelling in the courtroom.

Think of focus groups as macro – exposing holes in the case and main issues from the jurors’ perspectives. Think of big data as micro – revealing the win rate, the ask, the possible outcome in terms of money.

In her second visit to Trial Lawyer Nation, Jessica Brylo, owner and lead litigation consultant at Trial Dynamics, outlines the utility of both tools. The conversation with host Michael Cowen dovetails with Jessica’s first appearance on the show, when she shared her insights about how jurors make decisions and how to frame cases persuasively. In this visit, Jessica discusses when and what to expect in hiring a consultant. She also previews her three programs at the upcoming TLU Vegas: lectures on focus groups and case framing and a workshop on case framing, where participants will actually work through a case. 

Email Jessica to learn more about how she can help you.

Name: Jessica Brylo

About: Jessica Brylo is the owner and lead litigation consultant at Trial Dynamics, a national litigation consulting firm dedicated to plaintiff’s civil and criminal defense cases. She specializes in case framing, jury research, focus groups, mock trials, big data studies, opening statement development, witness preparation, and jury selection. Over the past two decades, Jessica has spoken to thousands of jurors and conducted hundreds of mock trials, the results of which she uses to guide case strategy and framing on cases ranging from soft tissue injuries to nine-figure catastrophic injury cases and multi-billion dollar class-action lawsuits.

Company: Trial Dynamics on Instagram

Connect: Email | LinkedIn

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☑️ Subscribe to Trial Lawyer Nation on Apple Podcasts, Spotify, or YouTube.

In this popular and award-winning podcast for trial lawyers, noteworthy author, sought-after speaker, and renowned trial lawyer, Michael Cowen explores critical topics distinctive to the legal profession with some of the biggest names in the industry – specifically focused on developing extremely efficient law practices, securing a competitive edge in the industry, and wildly excelling in the courtroom.