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Personal Injury Mastermind

314: Why Traditional Media Still Belongs in Your Legal Marketing Mix - TV Exec + Multi-State Personal Injury Firm Owner, Michael DiPasquale's Success Story

When most PI firms are going all-in on digital and legal SEO, Michael DiPasquale is leveraging his insider knowledge of traditional media to reduce case acquisition costs and drive law firm growth. In this episode, a former TV network executive reveals why marketing for attorneys should include the fundamentals of TV, radio, and outdoor to deliver consistent results while others chase "exotic" marketing tactics that fail to convert. Master legal marketing strategies that drive law firm growth. Get Chris' latest book, Personal Injury Lawyer Marketing: From Good to GOAT.  In this episode of Personal Injury Mastermind, Michael DiPasquale shares his unique journey from TV station operations to running a successful personal injury practice across multiple states. With rare insider knowledge from running a 40-station broadcast network, Michael reveals how he leverages TV economics to negotiate better media buys and achieve lower case acquisition costs than competitors. He explains why combining traditional media with digital marketing has been his winning formula for law firm growth, why he's targeting secondary markets that others overlook, and the strategic thinking behind his recent rebrand. We discuss: Why focusing on marketing "blocking and tackling" fundamentals for attorneys outperforms exotic tactics How understanding TV station economics creates an advantage in media buying and case acquisition The strategic approach to law firm growth by expanding into secondary markets instead of major metros Balancing traditional media with digital marketing and legal SEO for optimal results Michael's counterintuitive all-trial attorney model and why it works for his firm How his recent rebrand from DePasquale and Moore to DM Injury Law is performing Recruiting strategies that help attract top legal talent in competitive markets Leadership lessons learned while scaling from solo practitioner to 60+ attorneys Guest Details Michael DiPasquale is the founder of DM Injury Law (formerly DiPasquale & Moore), operating across multiple states with over 60 attorneys. His background running a 40-station broadcast network gives him unique insight into media buying and marketing strategy that few attorneys possess.  Michael DiPasquale: LinkedIn  DM Injury Law: Website, Instagram Chris Dreyer and Rankings Details Chris Dreyer is the CEO and founder of Rankings.io, the elite law firm marketing experts - for all your digital and traditional needs.   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 Additional Episodes You Might Enjoy 80. Mike Papantonio, Levin, Papantonio, & Rafferty — Doing Well by Doing Good 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
Broadcast on:
27 Feb 2025

When most PI firms are going all-in on digital and legal SEO, Michael DiPasquale is leveraging his insider knowledge of traditional media to reduce case acquisition costs and drive law firm growth. In this episode, a former TV network executive reveals why marketing for attorneys should include the fundamentals of TV, radio, and outdoor to deliver consistent results while others chase "exotic" marketing tactics that fail to convert.


Master legal marketing strategies that drive law firm growth. Get Chris' latest book, Personal Injury Lawyer Marketing: From Good to GOAT. 


In this episode of Personal Injury Mastermind, Michael DiPasquale shares his unique journey from TV station operations to running a successful personal injury practice across multiple states. With rare insider knowledge from running a 40-station broadcast network, Michael reveals how he leverages TV economics to negotiate better media buys and achieve lower case acquisition costs than competitors. He explains why combining traditional media with digital marketing has been his winning formula for law firm growth, why he's targeting secondary markets that others overlook, and the strategic thinking behind his recent rebrand.


We discuss:

  • Why focusing on marketing "blocking and tackling" fundamentals for attorneys outperforms exotic tactics
  • How understanding TV station economics creates an advantage in media buying and case acquisition
  • The strategic approach to law firm growth by expanding into secondary markets instead of major metros
  • Balancing traditional media with digital marketing and legal SEO for optimal results
  • Michael's counterintuitive all-trial attorney model and why it works for his firm
  • How his recent rebrand from DePasquale and Moore to DM Injury Law is performing
  • Recruiting strategies that help attract top legal talent in competitive markets
  • Leadership lessons learned while scaling from solo practitioner to 60+ attorneys


Guest Details

Michael DiPasquale is the founder of DM Injury Law (formerly DiPasquale & Moore), operating across multiple states with over 60 attorneys. His background running a 40-station broadcast network gives him unique insight into media buying and marketing strategy that few attorneys possess. 


Chris Dreyer and Rankings Details

Chris Dreyer is the CEO and founder of Rankings.io, the elite law firm marketing experts - for all your digital and traditional needs.  


Additional Episodes You Might Enjoy

When most PI firms are going all-in on digital and legal SEO, Michael DiPasquale is leveraging his insider knowledge of traditional media to reduce case acquisition costs and drive law firm growth. In this episode, a former TV network executive reveals why marketing for attorneys should include the fundamentals of TV, radio, and outdoor to deliver consistent results while others chase "exotic" marketing tactics that fail to convert. Master legal marketing strategies that drive law firm growth. Get Chris' latest book, Personal Injury Lawyer Marketing: From Good to GOAT.  In this episode of Personal Injury Mastermind, Michael DiPasquale shares his unique journey from TV station operations to running a successful personal injury practice across multiple states. With rare insider knowledge from running a 40-station broadcast network, Michael reveals how he leverages TV economics to negotiate better media buys and achieve lower case acquisition costs than competitors. He explains why combining traditional media with digital marketing has been his winning formula for law firm growth, why he's targeting secondary markets that others overlook, and the strategic thinking behind his recent rebrand. We discuss: Why focusing on marketing "blocking and tackling" fundamentals for attorneys outperforms exotic tactics How understanding TV station economics creates an advantage in media buying and case acquisition The strategic approach to law firm growth by expanding into secondary markets instead of major metros Balancing traditional media with digital marketing and legal SEO for optimal results Michael's counterintuitive all-trial attorney model and why it works for his firm How his recent rebrand from DePasquale and Moore to DM Injury Law is performing Recruiting strategies that help attract top legal talent in competitive markets Leadership lessons learned while scaling from solo practitioner to 60+ attorneys Guest Details Michael DiPasquale is the founder of DM Injury Law (formerly DiPasquale & Moore), operating across multiple states with over 60 attorneys. His background running a 40-station broadcast network gives him unique insight into media buying and marketing strategy that few attorneys possess.  Michael DiPasquale: LinkedIn  DM Injury Law: Website, Instagram Chris Dreyer and Rankings Details Chris Dreyer is the CEO and founder of Rankings.io, the elite law firm marketing experts - for all your digital and traditional needs.   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 Additional Episodes You Might Enjoy 80. Mike Papantonio, Levin, Papantonio, & Rafferty — Doing Well by Doing Good 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