Shalom Life | June 05, 2014

Jeremy Diamond: The Most Harmless Stalker Around

We talk to the famous personal injury lawyer about advertisements, that photo of him and Rob Ford, and more

By: Jordan Mazza

Published: April 18th, 2014 in Business » World

Jeremy Diamond: The Most Harmless Stalker Around

In just a short 30 days, Jeremy Diamond has started stalking me.

His pearly white smile has even tailed me four times in a single day. It started with outside my morning cab and moved from dark parking garages, at a Raptors vs. Knicks game, and he even surreptitiously interrupted me watching a Youtube video of a sleeping puppy in my own bed. Even stranger, Jeremy doesn’t have any exact knowledge of this behaviour.

I am one of many eyeballs caught under the umbrella of the juggernaut advertising campaigns of Toronto Personal Injury powerhouse, Diamond and Diamond. The ubiquity and breadth of the campaigns are a necessity in a world in which marketers estimate it can take over 6 impressions before we welcome a brand into our lives. After 8 or 9 impressions, I am a zombie, inches away from adding him to my speed dial under “JD” and renovating a penthouse for his legal team in my skull.

Jeremy Diamond, 40, a Jewish lawyer based in Toronto, is the face of a firm earning the ire of competitors in this uber competitive arena. The keywords “Toronto Personal Injury Firm” can fetch up to $80 on a single Google click conversion, which is peanuts in a lucrative industry for which paralytic claims can start at over $1 million.

“I knew it was competitive," says Diamond from his North Toronto house. “But, when my marketing company alerted me that they had tracked my competitors clicking my ads and draining our digital budget, I realized we were playing with the big dogs.”

Marketing a Personal Injury law firm is a confusing waltz for any team. Besides shying away from industry misconceptions about cash grabs, there is no definitive target market since a claim can be initiated by anyone.

“We started small and cast wide,” he explains. “Now we market smart, improving our ROI through partnerships with The Raptors, and The Leafs and most of all distancing ourselves from the notion that lawyers take themselves way too seriously.”

The Diamonds have borrowed marketing tips from the Miami Heat, Celino and Barnes and even the teenage daughters of friends whose attention level peaks amongst the tears and cat fights of The Bachelor.

A year ago, the Diamonds began a partnership with comedian and Newstalk 1010 host Mike Bullard who became the title sponsor of his risqué comedy hour, noon to 1pm. Bullard crafted his own version of a slogan for the firm “Diamond and Diamond, you’ll wanna get injured” which was eventually pulled by the firm after a slew of complaints. The phrase “Nothing's harder than Jeremy Diamond” eclipsed its place.

Bullard himself retained the services of the firm, ironically after they became a sponsor of his show. In October of 2012, his Harley Davidson collided with a Hummer and he became pinned underneath the truck. In good spirits, he took to the airwaves saying that if the firm failed to deliver he would retain the services of “Cubic Zirconia, Cubic Zirconia.”

“I’ve cold called Jeremy’s wife live on the air after their ads said they will work with clients who speak any language and carried on in pig latin,” said Bullard. “They’re not the usual stuffy lawyers you commonly meet on Bay Street which is refreshing.”

Diamond’s wife, Sandra Zisckind, is the go-to legal expert for half a dozen media outlets including City News, Global and CTV. General legal experts are a rarity in Canada, compared to our southern neighbours who have made those such as Nancy Grace, Judge Judy and Star Jones household names.

Zisckind, a former intern for John McCain (yes that one) brings a large degree of credibility to the firm, often venturing outside personal law to quickly comment on criminal cases such as the famous Shafia trial, among a panel of talking heads and reporters who were breathing the case daily.

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