How Diamond and Diamond Revolutionized the Personal Injury Space

Great thinkers like Jeremy Diamond revolutionize industries. They have an ability to read industry trends as a road map and they understand the importance of following gut feelings.

Diamond is no different with his uncanny ability to go off intuition to see where the industry of personal injury law is headed.

Jeremy was first called to the bar nearly a decade ago in 2008, but he has been working for The Diamond and Diamond Law Firm since it’s early days in 1996 in different capacities. While this may seem like a short amount of time in the industry compared to other lawyers, Diamond has taken the law industry by storm.

If you were to visit Toronto, Canada where Diamond and Diamond currently resides and practices, you would be hard pressed to not find an area of the town he hasn’t made an impression on in the form of an advertisement. It would be further daunting to find a soul in the city, local or tourist, who hasn’t heard his name. Jeremy Diamond is synonymous with Toronto and with success.

How Jeremy Diamond Saw The Law Industry Changing

When you think of the law industry, it’s not commonly associated with fast-paced change. After all, it’s not a technologically advanced start-up company out of the hills of San Francisco’s Silicon Valley. But that’s just how the average person thinks, and Jeremy Diamond isn’t average.

While Jeremy Diamond knew that the industry itself wasn’t experiencing much growth, he had a keen sense of what was underneath the surface. A dynamic shift was taking place and he was eager to be on the first lines in order to gain first mover advantage, which grants control of the marketplace. This shift first began in the United States and Diamond was paying close attention when it did.

Once Diamond saw this shift occurring, he began to propound his own formula for success within Canada.

How The Law Industry Was Changing

The year of 1977 was a big year for the law industry in North America. A case was being made at the United State’s Supreme Court building, this case was known as Bates v. Arizona State Bar. The ruling from this case allowed lawyer’s to advertise their legal services in ways they never had done so before.

In those departed days, one only ever saw legal advertising in the form of a Yellow Pages phone books pages. This ruling allowed lawyer’s to expand to one day producing high quality television commercials, plastering ads on the sides of buildings, and sponsoring national level sport teams.

This ruling later came to Canada as The Law Society of Upper Canada put a new law into place that put less restrictions on when and where a lawyer can advertise themselves.

The History Of Personal Injury Law

While there have been legal systems which date back thousands of years, the first being Hamumurabi’s Code, created in about 1754 B.C., the idea of personal injury law was alien until millennia later. The first time that the term “personal injury law” was coined was in the United States during the 20th century as a result of the Supreme Court ruling in 1977 that allowed lawyer’s to advertise their services. Until then, it had been a basic subset of general law and was not considered to be in its own field.

The year of 1979 brought the first ever personal injury television advertisement to fruition which was developed by the law firm Jacoby & Meyers, after the firm deemed it no longer unethical to advertise directly to potential clients. Nearly two decades later in 1995, the American Bar Association developed an overarching guide to TV advertising with the goal of improving the image of personal injury law.

The Importance Of Messaging In A New Product Or Service

Now that advertising has become mainstream among law firms, there’s a need to direct the message of the ad to a specific niche in order to maintain a competitive advantage. Jeremy Diamond understands this concept well and creates heart-felt personal injury lawyer advertisements that aim to show compassion to those who have been wrongly treated by big business, such as insurance companies.

His advertisements have been featured in a number of spaces including radio stations, television broadcast and sporting arenas across Ontario. When you’re specific with your message it’s not going to apply to the vast majority of the people who listen to it, but what it will do is apply to those who are in need of it. By shutting out the noise and strictly focusing on the message that your target market needs and wants to hear, you can run a successful advertising campaign. Without chasing after this specific goal, the law firm will struggle to attain any market share and will fail.
How To Listen To Your Own Voice And Create Your Own Voice

A key element of creating a message that people can relate to is through listening to your own voice, and if you don’t know what that voice is, creating it so it has a public persona. The voice of Jeremy Diamond is genuine, compassionate, and driven. Three traits that allow a personal injury lawyer to succeed.

This voice came quite natural to him. He had always wanted to help others when he was growing up and he found it was a way for him to support his community and to have the back of those who were wronged. It drove him to become a partner at The Diamond and Diamond Law Firm, too.

When you’re trying to listen to their voice, you need to think about what the driving factor in your life is. If you could do anything, what would that be? This is key to developing a sense of voice, but putting that voice forth into a marketing campaign is difficult because it’s vital to remain genuine in order to make clients feel comfortable approaching a lawyer.

In order to create a voice, the lawyer must first write down how they want to appear to the target market. Is their marketing campaign going to focus on being comforting, or will it be a hard-hitting campaign that doesn’t pull any punches? Once this is discovered, the firm can then begin to formulate advertisements around it.

Fending Off Competitors Who Can’t Compete

Competitors are always something that a law firm such as Diamond and Diamond is going to have to deal with, so it’s important to develop a strategy to fend them off. In fact, in Toronto alone there are more than two dozen personal injury law firms.

The first tactic that Jeremy Diamond enlisted was buying up as much ad space as possible to essentially “box out” his opponents. He’s approached this task subjectively by first purchasing space that receives the highest foot traffic in the city, in order to divest his opponents of any opportunity to gain an advantage.

Diamond heavily invests in online marketing strategies too, with the assistance of marketing firms to improve Diamond and Diamond’s search engine optimization rankings. By focusing on specific keywords and phrases potential clients may search, he is able to appear ahead of the other 50+ personal injury lawyer’s on Google, allowing him to attract far more clients.

Becoming A Market Leader In Your Space
To become a market leader you need to not only be a force that is always present in the industry, but a force that is there to change that industry for the better. Jeremy Diamond has become a market leader in personal injury law because he has amassed a massive law firm that studies have shown is top of mind with consumers.

The growth of Diamond and Diamond has been nothing short of impressive, as Diamond is currently expanding the firm to its 13th office and has eyes set on expanding from Ontario to the west coast. This growth can be attributed to a few things. There’s the obvious marketing push, but there’s also the dedication to client’s that keep them coming back when they’re in need of legal assistance. The Diamond and Diamond Law Firm offers a number of services to suit all of their clients legal needs which has given them an advantage over other firms in the area.

The media is seeing the last important step of becoming a market leader. Jeremy Diamond often submits press releases, hosts events in the communities that his firm has established itself in, and he even is known to media outlets which cover sport teams such as the Toronto Raptors, Ottawa Senators, and Toronto Maple Leafs. This extra coverage has turned Diamond into a sort of celebrity, as articles no longer focus solely on his law practice, but also his role in the community around him. Jeremy and his firm, Diamond and Diamond, have been featured in TG Daily, Forbes, Business-Opportunities, Law Times News and other outlets.
The Importance of Intrinsic Motivation From Work
Jeremy Diamond stresses something else outside of a good marketing campaign and the importance of being dedicated to your clients, however. Diamond stresses the importance of rewarding one’s intrinsic motivation from the workplace. Intrinsic motivation is the internal goals and ambitious which we all have.

Jeremy Diamond feels a great sense of internal reward from being able to work with clients and win big court cases. Diamond believes that without passion, none of his success would be possible and it’s that passion to give back to his community that drives him forward and produces his desire to continue to grow The Diamond and Diamond Law Firm into what it is today.

Jeremy Diamond has changed the face of personal injury law not only in Toronto, but across all of Ontario through his intuition and tact when it comes to seeking out industry trends in order to gain first mover advantage. If you care about personal injury law, then Jeremy Diamond is the person to watch.