Hanasab & Zolekhian

The other day, I was watching television and I saw several commercials advertising divorce firms and personal injury firms. One ad featured a scene of nursing home neglect, followed by dramatic music and terms like “BEDSORES,” flashed across the screen in all-caps. Another ad featured William Shatner asking me if I needed legal help.

Two thoughts came to mind after watching these ads: (1) what shady television shows was I watching that would cause a legal marketer to decide that I was part of the target audience for people with issues relating to BEDSORES, and (2) does anyone actually decide to seek out a lawyer based on these seemingly ridiculous ads?

So I decided to investigate television advertising as a marketing technique for small and solo practitioners. Who, if anyone, stands to benefit from using television advertising?

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I recently met Ray Zolekhian at a wedding. He went to Harvard Law School, worked as an associate at Skadden in Los Angeles, and started his own law firm with a friend, Robin Hanasab.

As soon as I heard Zolekhian’s background, I immediately guessed that he started a personal injury firm. Isn’t that the most natural progression?

Apparently so. Founded in July 2009, Hanasab & Zolekhian, LLP began as a firm specializing in restructuring commercial real estate loans. The firm then transitioned to personal injury litigation, because the founding partners found the work interesting and lucrative. But Zolekhian had no background in personal injury; according to Zolekhian, the pair was “thrown into the fire.” They were not devoid of help, however, and benefited enormously from the resources and mentoring given by other attorneys in the close-knit plaintiffs’ bar.

What does Zolekhian like most about his practice?

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