In a world of loud, aggressive personal injury advertising, what if the key to explosive growth is... being quiet? Ten-time Emmy Award winner Gary Yordon reveals a revolutionary marketing approach that's helping PI firms quadruple their caseloads without breaking the bank. With decades of experience in political campaigns and media strategy, Gary brings unparalleled insights to the world of legal marketing. He breaks down how brain science, authentic storytelling, and strategic audience targeting are reshaping the landscape of PI advertising. Discover why the biggest spenders aren't always the biggest winners, and how smaller firms can level the playing field with smart, memorable content. From coffee shop conversations to the science of memory, this episode is packed with actionable insights that challenge conventional wisdom. Hear Chris Dreyer live at PIMCON, the first-ever PIM Conference September 15 - 17 | The Phoenician | Scottsdale, AZ Website and tickets: Pimcon.org  Links Want to hear more from elite personal injury lawyers and industry-leading marketers? Follow us on social media for more. Rankings.io Instagram Chris Dreyer Instagram Rankings.io Twitter Rankings.io Website Gary Yordon LinkedIn SP Media Group Website The Zachary Group Website What’s in This Episode: Who is Gary Yordon? Expanding the target audience for pi firms. Rethinking who pi firms should be marketing to, beyond just the currently injured, to capture a larger market share. The science of memory in advertising. How understanding the brain's memory processes, particularly the hippocampus, can lead to more effective and memorable ads. Authentic storytelling in legal advertising. The importance of creating genuine, relatable content that showcases attorneys' personalities and client relationships. Past Guests Past guests on Personal Injury Mastermind: Brent Sibley, Sam Glover, Larry Nussbaum, Michael Mogill, Brian Chase, Jay Kelley, Alvaro Arauz, Eric Chaffin, Brian Panish, John Gomez, Sol Weiss, Matthew Dolman, Gabriel Levin, Seth Godin, David Craig, Pete Strom, John Ruhlin, Andrew Finkelstein, Harry Morton, Shay Rowbottom, Maria Monroy, Dave Thomas, Marc Anidjar, Bob Simon, Seth Price, John Gomez, Megan Hargroder, Brandon Yosha, Mike Mandell, Brett Sachs, Paul Faust, Jennifer Gore-Cuthbert Additional Episodes You Might Enjoy 80. Mike Papantonio, Levin, Papantonio, & Rafferty — Doing Well by Doing Good 84. Glen Lerner, Lerner and Rowe – A Steady Hand in a Shifting Industry 101. Pratik Shah, EsquireTek — Discovering the Power of Automation 134. Darryl Isaacs, Isaacs & Isaacs — The Hammer: Insights from a Marketing Legend 104. Taly Goody, Goody Law Group — Finding PI Clients on TikTok 63. Joe Fried, Fried Goldberg LLC — How To Become An Expert And Revolutionize Your PI Niche 96. Brian Dean, Backlinko — Becoming a Linkable Source 83. Seth Godin — Differentiation: How to Make Your Law Firm a Purple Cow 73. Neil Patel, Neil Patel — Digital A New Approach to Content and Emerging Marketing Channels