Legal Advertising & Brand Building in Personal Injury Law w/ Terry Crouppen

In this week’s Hot Docket, we have a legendary guest! Meet Terry Crouppen, Founding Partner at Brown & Crouppen, a renowned personal injury law firm based in St Louis, Missouri. Alongside his son Andy and partner Ed Herman, Terry has completely reshaped the firm’s approach to advertising, pioneering internet campaigns and ensuring brand consistency across platforms. Not to mention, he and his team have secured 7 Emmy awards for their YouTube channel, BCTV.

Today, we’re breaking down the strategies he’s used to build a strong personal injury brand and maintain unbreakable brand recognition. Terry sheds light on the challenges and triumphs of pioneering legal advertising following the historic Bates decision, battling opposition from the legal bar association, and ultimately revolutionizing their approach to client service and community engagement.

Tune in for priceless insights on building a top personal injury brand and the journey that took Terry from a public defender in St. Louis to the forefront of legal advertising and brand success.

If you’re passionate about personal injury law, brand building, or authentic community service, this episode is a goldmine of tips, tricks, and inspiration.

Plus, you’ll hear about Terry’s hilarious YouTube series, "Three Lawyers Eating Sandwiches", which proves the power of humor in advertising! Don’t miss it!

In this episode of Hot Docket, Bobby, Andrew, and Terry discuss:

• Terry’s journey from public defender to founding partner
• Strategies and challenges of building a strong personal injury brand
• The transformative impact of the Bates decision on legal advertising
• Why it’s crucial to maintain a consistent public presence as a law firm
• How to make sure your clients feel valued and respected throughout their case
• Tips for handling large, complex injury cases nationwide, including mass tort cases like Camp Lejeune
• Why funny ads for lawyers and law firms increase brand recognition
• Terry’s heartfelt story about a client’s life-changing verdict

Key Actionable Takeaways for Law Firm Owners: 

• Be genuine in client interactions. Authenticity fosters trust and long-term client relationships.
• Serve your community and remain rooted locally to resonate more deeply with potential clients.
• Consistency in ethical standards and honesty in practice strengthens your brand reputation.
• Embrace new avenues, like digital advertising, to stay ahead of market trends and reach more people.
• When used wisely, humor can make your ads memorable, capturing attention and establishing a connection with the audience.
• Law firms should ensure their messaging is uniform across all platforms to build strong brand recognition and loyalty, much like successful brands such as Apple and Rolex.
• Maintain a balance between high-volume cases and individualized attention to help build a robust practice.

Important Links and Resources:

• Website: https://www.brownandcrouppen.com
• LinkedIn: /in/company/brown-&-crouppen
• Brown & Crouppen TV (YouTube): https://www.youtube.com/@brownandcrouppen
• Instagram: @getbc
• Facebook: /BrownandCrouppen
• 3 Lawyers Eating Sandwiches: https://www.youtube.com/playlist?list=PLa4AciyqjMOT7rI9t1m7HHxVADpuiu2oq

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