In this episode of Trial Lawyer Nation, host Michael Cowen sits down with partner, Malorie Peacock to introduce a new trial series focused on effective trial tactics. They discuss the concept of the ’30-Minute Witness’—the practice of limiting witness testimonies to 30 minutes or less to maintain jury attention. They emphasize the importance of preparation, simplifying case elements, and using visuals to make testimonies more engaging and persuasive. Michael and Malorie also share tips on handling expert qualifications, video depositions, and using physical objects as demonstratives. This approach aims to keep juries engaged, awake, and entertained to secure favorable outcomes.
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189 – Michael Cowen – Mastering the Art and Heart of Legal Practice
In this episode of “Trial Lawyer Nation,” Sonia Rodriguez interviews Michael Cowen, delving into his journey from a background skeptical of personal injury law to becoming a passionate advocate for clients. Michael shares his initial reluctance, influenced by family views against lawsuits, and how working part-time for personal injury lawyers during law school changed his perspective. He discusses the autonomy and meaningful work he found in personal injury law compared to corporate litigation, and his drive to ensure clients receive the same representation as major corporations. Michael also reflects on personal growth, the importance of therapy, and fostering a supportive, inclusive law firm culture. The conversation highlights his love for the art of law, storytelling in trials, and the satisfaction of mentoring young lawyers.
Featured Guest
Name: Sonia Rodriguez
About: Sonia has represented only plaintiffs for nearly 20 years. She practices in the areas of personal injury trial and appellate law.
Company: Cowen | Rodriguez | Peacock
Connect: LinkedIn
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171 – Jason Hennessey – You Can’t Control Google’s Algorithm; You Can Master Digital Marketing
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.
Featured Guest
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
Episode Highlights
[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.
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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169 – Sonia Rodriguez – Life Happens; Past Injuries Aren’t Fatal to PI Clients’ Claims
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.
Featured Guest
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
Episode Highlights
[03:39] Information Is Everywhere: Years ago, insurance adjusters had little access to a client’s medical past, but today, that information is readily available on robust databases.
[06:35] Quelling an “A-ha!” Moment: Anticipating that the defense lawyer would think he had an “a-ha!” moment when he discovered her client’s past neck surgery, Sonia told him at the outset.
[14:21] “SettLiT”: The team at Cowen Rodriguez Peacock has started using this new database that shows prior doctors, codes for treatment, and prescriptions.
[18:33] Pain in the Neck: Sonia welcomes clients who have a history of going to the doctor for every rash, headache, or eye twitch because “you can see this person would have gone to the doctor if they had pain in the neck or back.”
[23:35] What’s the Story? The plaintiff’s lawyer must look deeper than the client or medical records – to coworkers and family, supported by photos and videos if possible.
[25:05] Metadata: Always check a photo’s metadata to determine when it was taken: before or after the injury? The defense will.
[29:42] If Something Can Go Wrong… Move cases quickly, because, as Sonia says, “the longer you live with a case on a litigation docket, on a trial docket, the more chances there are of something going wrong.” Michael offers strategies for managing a client’s new claim.
[36:24] “Judo Law”: Client had a minor health issue before their injury? Take what the defense thinks is a strong point and turn it into yours.
Connect with Trial Lawyer Nation
☑️ Follow us on X, Facebook, Instagram & 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.
