The brief
NY personal injury is a billboard-and-TV market. Every prospect has seen the same firm-name-plus-number formula a thousand times. The brief was to land a placement that broke that pattern — a story that gave Jonathan D’Agostino a real personality on the page and built relatability into the firm’s authority.
What we ran
A Good Men Project feature: “Jonathan D’Agostino and Associates — The Personal Injury Law Firm with a Big Bite.” The piece leaned into Jonathan’s voice and the firm’s actual character — direct, plainspoken, willing to fight. Good Men Project’s audience overlaps strongly with the demographics that retain PI counsel for serious cases.
The headline did the work. Most legal placements read identically; “with a big bite” is the kind of phrase an editor lets through only when the underlying source has a real personality to back it up.
The result
A permanent feature that humanizes the firm in search results. Buyers who Google Jonathan D’Agostino before deciding now read a story instead of just seeing rankings and reviews. That’s a higher-trust touch point than any cold marketing channel.
The article also serves as a personality credential the firm uses in client onboarding and in retainer-decision moments. In a category that mass-markets identically, having editorial that captures the firm’s actual voice is itself the differentiator.