Like crashes, luck is predictable. If you want to get “lucky” and get multimillion-dollar settlements regularly, then you have to put in the time and do the work. And it also helps to have the right mindset and strategy for your case.
In this episode of Trial Lawyer Nation, host Michael Cowen is joined by his partner Sonia Rodriguez. Tune in as Sonia explains the shift in mindset that led to her getting three multimillion-dollar settlements in the past six months on tractor trailer cases. Sonia and Michael also discuss the three things you need to get a big result on a big case, why you need to understand the sunk cost fallacy and Pareto Principle, and how (and why) Sonia gets ready for trial from the first deposition.
Don’t miss out! Big Rig Bootcamp takes place on July 12, 2024 in San Antonio, Texas. Register at bigrigbootcamp.com.
Featured Guest
Name: Sonia Rodriguez
About: Sonia Rodriguez, a native of San Antonio, Texas, is a partner at Cowen Rodriguez Peacock. Sonia has represented only plaintiffs for nearly 20 years, and she practices in the areas of personal injury trial and appellate law. Beyond the practice of law, Sonia has provided unwavering support to a number of important civic and community causes, including the Young Women’s Leadership Academy and the SAISD Foundation.
Company: Cowen Rodriguez Peacock
Connect: LinkedIn
Episode Highlights
[01:48] Terrific Results for Clients: In the last six months, Sonia has gotten a $5M settlement, a $5.89M partial settlement, and a $7M settlement. Sonia credits her recent success to a “philosophical shift” in how she approaches her cases.
[04:27] The Right Mindset: To get multimillion-dollar settlements in tractor trailer cases on a regular basis, “you have to absolutely believe that these trucking companies, if they are not training their drivers and they’re not properly vetting them, it is absolutely reckless,” says Sonia.
[08:46] Big Results on Big Cases: Michael and Sonia talk about the three things you need to get a big result on a big case: creativity, commitment, and courage. Michael emphasizes how creativity and commitment go hand in hand because “everyone can dream about it, but actually doing the work to put it into reality is a whole different story”.
[12:10] It’s Not Just Luck: With the settlements that Sonia has gotten recently, some remark that she’s “lucky”, but Sonia is quick to share that it’s not luck, but rather a lot of hard work and time commitment.
[20:19] You Have to Take Some Cases to Trial: “If you always take the last offer, the word gets around,” says Michael. Insurance companies keep databases. They know: What were the offers? What did you settle for? When did you settle? Michael’s been told that some of the excess insurance companies won’t even fully engage you until two weeks before trial.
[22:00] Don’t Blink: “You can’t go say: I’m trying the case because I want them to raise their offer. You have to say: They’re not offering fair money. So I’m going to go try this case. And I trust the jury to give me fair money. And then when you do that, sometimes they come around and offer fair money,” says Michael.
[24:43] Ready for Trial = Big Settlements: Sonia is getting ready for trial from the first deposition, from creating compelling visuals to thinking about vocabulary which will be used with the jury. In the event a case doesn’t settle, she’s ready for trial. But the mere fact that she’s ready for trial has led to incredible settlements.
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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.
Produced and Sponsored by LawPods.
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195 – Malorie Peacock-New Year, New Goals with Malorie Peacock: Strategies for Success in 2026
In this episode, Michael Cowen and Malorie Peacock kick off 2026 by discussing their New Year’s resolutions and strategies for achieving them. They emphasize the importance of setting specific, actionable goals and the role of accountability in personal and professional growth. Michael shares his approach to maintaining focus on goals by understanding the ‘why’ behind them, while Malorie talks about her intentions for the year, focusing on presence and gratitude. Together, they explore how balancing personal and professional life can lead to greater fulfillment and success.
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175 – Harlan Schillinger – Why Your Marketing Isn’t Working
In 1977, when attorney advertising became legal through the Bates decision, Harlan Schillinger spotted an opportunity that would pioneer an entire industry. In this episode, the self-described “grandfather of legal marketing” shares insights from his nearly five decades of experience with host Michael Cowen. While emphasizing television’s enduring power, Harlan explains how social media and digital strategies have transformed legal marketing, creating both challenges and opportunities. Harlan and Michael explore why authenticity and compassion must remain central to any successful legal marketing approach.
Michael and Malorie welcome listener questions for a new “Ask Michael and Malorie Anything” feature. To submit a question, email Michael.
Featured Guest
Name: Harlan Schillinger
About: Known as the “grandfather of legal marketing,” Harlan entered the field in 1977 following the Bates decision that allowed attorney advertising. With nearly five decades of experience, he pioneered television advertising for attorneys and has helped countless law firms develop effective marketing strategies.
Company: Harlanschillinger.com
Episode Highlights
[02:05] Pioneering Legal Marketing: Harlan recounts entering the legal marketing scene in 1977, producing the first television commercials for lawyers in 1978-79.
[05:27] Phone Call Importance: Harlan emphasizes the critical importance of answering the phone properly for both business success and showing compassion to clients on “their worst day.”
[13:52] Television’s Evolution: While still “king,” television has fragmented across countless channels and streaming services, requiring strategic placement rather than simply outspending competitors.
[17:45] “You Get What You Ask For”: Harlan explains that lawyers must carefully craft their messaging to attract the specific types of cases they want.
[20:49] Starting with Limited Budget: For new lawyers with minimal marketing funds, Harlan recommends leveraging social media and nurturing past client relationships through consistent communication.
[27:38] Digital Strategy First: When selecting a digital marketing partner, Harlan advises attorneys to first ask about strategy rather than specific tactics, ensuring alignment with the firm’s goals and voice.
[31:16] Authenticity Matters: Harlan stresses the importance of being yourself in marketing because audiences will see through inauthentic messaging.
[35:51] Fix Your Intake First: Before spending on external marketing, firms must build “bulletproof” intake and conversion systems to prevent client leakage.
[41:10] The Vulnerability Window: Clients are most likely to reconsider their choice of attorney during specific periods: immediately after signing and during case lulls.
[44:01] Culture Defines Success: The culture and character of a law firm ultimately determine its success, affecting how clients feel about their experience regardless of case outcomes.
Connect with Trial Lawyer Nation
☑️ 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.
Produced and Sponsored by LawPods.
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151 – Alex Begum – $2.1 Million Verdict in a Tough Case
Build “top mind awareness” for your law firm to get the PI cases you actually want. Then focus on what’s-in-it-for-the-jury to win them.
In this episode of Trial Lawyer Nation, host Michael Cowen welcomes Alex Begum, the founding shareholder of Begum Law Group Injury Lawyers. Alex shares his journey towards mastering the business side of law, emphasizing the importance of financial acumen and creating a strong brand presence for law firm success.
He also recounts the challenges behind a personal injury case he tried and the strategies he used to win a $2.17M judgment, highlighting the use of “judo law” to turn weaknesses into strengths, and the critical role of visual aids in demonstrating injuries to the jury in a low property damage case. Additionally, Alex shares how he motivates the jury to do justice, tapping into what really matters to them.
Don’t miss out! Michael’s book, Big Rig Justice: A Comprehensive Guide to Maximizing Value in Truck Accident Cases is now available!
Featured Guest
Name: Alex Begum
About: Alex Begum is the founding shareholder of Begum Law Group Injury Lawyers, which has offices in San Antonio, Brownsville, Dallas, McAllen, Laredo, and Albuquerque. A licensed attorney in Texas and New Mexico, his career in law began in 2003 – born from a desire to help others. This desire has not abated. The art of giving is something that Alex practices so routinely that it has become an integral part of his professional and personal life. His special interest in pro bono cases has been put to good use. His willingness to serve others, along with his knowledge and experience, saved an entire Texas community when they faced the probable loss of their homes.
Company: Begum Law Group Injury Lawyers | LinkedIn
Episode Highlights
[04:41] Balancing both the business of law and trying cases: Alex runs multiple PI law firms and also tries cases himself. There aren’t many people that can do both. Alex shares that it’s taken a lot of time and effort to get the balance right, and the journey still continues.
[07:43] How to develop as a trial lawyer: “You learn more from your losses than you do from your wins.” Go try as many cases as you can, realize that the learning never stops, and while you can get “beautiful nuggets” from what other trial lawyers do, in the end you have to use strategies in a way that is authentic to you.
[11:35] From running a traditional law firm to creating a sustainable business: The key is understanding financials: a business plan, projections, budgeting, establishing financial patterns, how to use debt effectively. Many lawyers don’t have those financial skills, but you need to develop basic financial acumen to succeed.
[13:42] Your law firm needs “top mind awareness” to get the cases you want: It doesn’t matter whether it’s a law firm or soda, when marketing to consumers, familiarity is always going to win out when you look at the studies.
[18:09] Background of the Michelle Gibbons case: Alex shares background information about his personal injury case that resulted in a $2.17M judgment. It was a three vehicle crash. But it was a more difficult case because you couldn’t see any damage to his client’s vehicle and his client didn’t go to the hospital or report any pain the day of the crash.
[21:59] Frame weaknesses into strengths: You have to find a way to frame your worst points into your strengths, or find another person to try the case, or settle. Alex credits Gary Johnson’s Winning the Unwinnable Case for teaching him the technique of “judo law” which he and his team use on every trial. He shares how he applied this technique to the Michelle Gibbons case.
[24:29] Overcoming minimal vehicle damage: Using visual aids and expert testimony can help jurors visualize how injuries occur, even in a low property damage case.
[34:00] Future damages: Alex talks about the potential risks associated with using life care planners, sharing that “our new policy is unless there is an actual fusion surgery or larger, we will not use a life care planner anymore.”
[39:50] Motivating the jury to do justice: Juries are powerful. Alex shares how he was inspired by Carl Bettinger’s Twelve Heroes, One Voice. Make the jurors the heroes, and encourage them to see their verdict as a heroic act for the community’s safety and well-being.
Connect with Trial Lawyer Nation
☑️ Follow us on Twitter, Facebook, Instagram & LinkedIn.
☑️ Subscribe to Trial Lawyer Nation on Apple Podcasts, Spotify, Google Podcasts, and 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.
Produced and Sponsored by LawPods.
