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

Feb 27, 2025

27:04

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.

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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.