Building a Niche Injury Firm on Referrals and Smart Marketing
with Attorney Jim Higgins

We continue our interview series with successful attorney-marketers where we uncover
what’s working, what’s not, and how you can get on a similar path to growth.

Attorney Jim Higgins has a 19-person Nashville injury firm focused primarily on nursing home neglect cases.

He leans heavily on referrals for those nursing home cases, spending only 15% of revenue on marketing. That marketing spend is spread over TV, PPC, and SEO. He also devotes time to organic social media, and recently hired a full-time videographer.

Much can be learned from Jim’s balanced approach to building a firm he enjoys working at, and pulling in cases that take advantage of his firm’s strengths and specialized knowledge. He discusses:

  • Referral-centric growth strategy
  • ​Direct requests and ethical referral agreements
  • ​Strategic hiring and sustainable growth
  • ​Marketing mix and branding efforts
  • ​Client experience and intake process
  • ​The power of asking
  • ​Continuous learning and adaptation
  • ​Feedback loop with marketing agencies
  • ​Client retention challenges
  • ​Importance of networking and relationship building
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Host: Kara Prior, President of James Publishing

Kara Prior is president of James Publishing and co-founder of James’ Marketing Amplifier software program.

She spends most of her time talking to attorneys about how to improve their marketing results.

Kara has a vast marketing and writing background, working for several newspapers and managing Entrepreneur magazine’s 100,000-member social network before joining James Publishing seven years ago.

Kara is co-author of two books: The Most Effective Law Firm Marketing Agencies, and How Small Law Firms Can Obtain More Referrals. She is the mother of two young boys, and was captain of her Division 1 college swim team.

Guest: Attorney Jim HIggins

Jim Higgins is a 4th generation Nashvillian, and proud of it. He also comes from a long line of law. His father has been on the bench as a judge for the past 30+ years.

Oddly enough, Jim’s career in law began defending insurance companies. During his time there, he learned the tactics insurance companies use to try and prevent people from getting their fair share in settlements. However, those days are long gone. For the past several years he has exclusively represented the injured, and he’s good at it. Mr. Higgins is a proud member of the Million Dollar Advocates Forum, which is an organization limited to attorneys who have won million and multi-million dollar verdicts and settlements for their clients.

He graduated from the University of Tennessee at Knoxville and earned his Juris Doctor at the University of Memphis. He litigates serious injury cases all over Tennessee and throughout the country. He is even licensed in three states: Tennessee, Kentucky, and Georgia.