343. 3 Rules for Building a Trial-First Personal Injury Practice w/ Brett Turnbull

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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