From Underdog to Impact: How FT Chronic Pain Solicitors Is Disrupting Personal Injury Law

Are you an entrepreneur struggling to get noticed in a crowded market? Paul Turner, co-founder of FT Chronic Pain Solicitors, shares his journey of launching a niche law firm specialising in workplace injury compensation. Discover how Paul transformed a £20,000 offer into a life-changing £2.4 million settlement for one client. Learn why authenticity and deep client engagement are crucial for success, even in a saturated industry. Paul reveals the power of networking, awards, and client referrals in building a reputation. He also discusses the challenges of digital marketing and the importance of finding passionate partners. Gain insights on overcoming negative perceptions of lawyers and the value of podcasting for personal branding. This episode offers practical tips for entrepreneurs looking to carve out their niche and build meaningful client relationships.

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Chapters

• 21:56 [Ad] Everyday AI: Your daily guide to grown with Generative AI
• 22:43 (Cont.) From Underdog to Impact: How FT Chronic Pain Solicitors Is Disrupting Personal Injury Law

Transcript

Jim James (00:00)
Hello and welcome to this episode of The UnNoticed Entrepreneur. Now, my guest today managed to transform the life of one client who had been offered a measly 20,000 pounds by some lawyers and they managed to take that workplace compensation claim through a long and involved legal procedure and got a transformative 2.4 million pounds for the same case.

Workplace injuries and other kinds of injuries can be life-changing and there is some culpability quite often. And my guest today runs a new practice specializing in helping really the victims of those workplace incidents to get the full compensation they deserve. So delighted to have Paul Turner, who is the co-founder of a company called FT Chronic

Paul Turner (00:38)
.

Jim James (00:59)
Pain Solicitors based here in Westbury Wiltshire, which is just down the road from me here in the West of England. Paul, welcome to the show.

Paul Turner (01:07)
Good morning Jim. Thanks so much for having me on the show.

Jim James (01:11)
Well, look, it's wonderful to have you because we all know that the person who suffers an injury has a loss in the first place of mobility and possibly livelihood. And then they had to do battle with a big company that has big fancy lawyers and I've been in a legal battle myself and it's not pleasant. And they basically outspend the person who is, you know,

in pain already, and it can be a very humiliating but also very frustrating process. So we're going to talk about how you've been building your practice and as an entrepreneur, how you've been squeezing into a very crowded, mature market in the personal injury space. What you've learned from building up the FT chronic pain practice and the mistake and also a number one tip that you're going to recommend to our fellow UnNoticed Entrepreneurs. So Paul,

do share with us first of all about FT chronic pain first, a little bit of background to the story.

Paul Turner (02:14)
Yeah, of course. Thank you. so much, Jim. And yes, the FT Chronic Pain Solicitors was born only in 2020.

Came about registration of the business in between lockdowns. This was after 20 years in practice and filming and my business partner and I had both worked in medium and large sized commercial firms. During those 20 years, I guess we'd always felt squeezed from above in terms of fees and targets. And we were on that sort of slippery

pole to success and frankly, clients we always felt suffered as a result of being a commodity. So the idea was that we could do this for ourselves. We could put clients at the centre of what we do. And the beauty of that model is that ultimately you get paid anyway, but you get a lot of happy clients along the way.

Jim James (03:14)
Yeah, which is wonderful and people that really need your help. Now, Paul, it's a mature and really a market probably dominated by big law firms that have been around for a long time, brave to set up on your own. How did you muscle into the market or squeeze into the market? How did you start to build the brand?

Paul Turner (03:36)
Yeah, well thanks. It was difficult. As you say, it is a saturated market. Been, you know, decades of law firms, large, you know, multi-million pound organisations that we're competing against. So setting up and going head to head to them was just clearly not an option. You're not going to get the visibility and the brand is just an unknown quantity. so with it, you know, there's,

you've got to build confidence, haven't you? So that's a tricky one. So going out with PPC as a route to market was an expensive one to go out as a generic personal injury law firm. So what we decided was as we developed our specialism of chronic pain over the last, well, about five or six years before we set up in practice ourselves,

Yeah, we felt it was a good opportunity to carve a niche within a sector of law. And that enabled us to actually get traction with PPC because people were looking for far more specific search terms like fibromyalgia lawyer, complex regional pain solicitor, and we were able to appear on those searches in a far less saturated position.

Jim James (05:02)
So PPC is pay-per-click, right, for anybody that's just wondering what that is. So it was a paid-for keywords on Google strategy. Is that right, Paul, to start? Okay.

Paul Turner (05:04)
Correct.

Initially, that's right. And we've used social media as well, of course, but that's slow to build an audience. And we're not putting out pictures of cats and dogs where you gain thousands of visitors per day. What we do is quite difficult to translate often in social media in what you've got a very short window to capture people or capture their attention.

Jim James (05:47)
So what have you been doing from a social's point of view? mean, on your website, you've got case studies and you've also got a blog. So what have you been doing on the inbound marketing then, Paul? Because some of the terms, frankly, I've never heard of before. I guess I'm blessed not to have heard of them. But what's the strategy when you're so niche? Are you talking about the injury and the illness, or are you talking about the law? What's your sort of content strategy when it comes to social?

Paul Turner (06:15)
The easiest way to get across our expertise is to case study examples of cases that we've dealt with in the past for sure. You know that way people will feel more confident and comfortable that we've got the expertise to take them forward. I mean you know socials and SEO and our website have actually formed

surprisingly a small part of the growth of our business. We thought that it would have a much greater impact having an attractive website and putting blogs up and telling stories about the success we've had and things like posting awards that we've been lucky enough to win or but you know that really the strength of our marketing

campaign has been more around us as people, meeting people, going out and letting our clients be our biggest advocates. So, yeah, it's a difficult one because has our SEO campaign thus far been successful? No, I don't think it has particularly. We're still persevering with it. In fact, we've moved digital marketing agencies recently and we have seen

a lot more engagement since that move. So I don't know if that answers your question.

Jim James (07:49)
Yeah, it does. So you've got a combination in terms of awards, you can find at ftchronicpain.co.uk. Paul and the team have won a number, they've won Best Regional Personal Injury Law Firm 2024 in the southwest of England, which congratulations. You've also won the FT Chronic Pain Solicitors for the UK Enterprise Awards and the Southern Enterprise Awards 2022 and 2021. So

Paul Turner (08:07)
Thank you.

Jim James (08:19)
you were winning awards quite quickly after setting up, Paul. So congratulations. And the process of awards and submissions, I don't think enough people apply for enough awards. I had the founder of a company called Boost Awards, Chris Robinson on my show, actually about three years ago now. And there are literally thousands of awards taking place every year,

Paul Turner (08:26)
Thank you.

Jim James (08:47)
both horizontal and vertical, you by region or by industry, for example, or by category that people can go for. What was the strategy behind the awards? Did you do that yourself or did you get an agency to help?

Paul Turner (09:03)
No, we applied for the awards ourselves. I mean, you know, I think people don't shout enough about their successes, do they? You know, and maybe that's modesty, I don't know. But for us as a new business, we could certainly not sort of sit in the background and not shout about the success we've had. I mean, you kindly introduced me talking about one such case that we'd had with a really great outcome for

one client. Well, you you know, as well as I do, people get out there and they tell everyone when things go wrong. But when things go right, they're not so vocal about it. So, you know, we needed to tell people and the best way we thought to do it or one way we thought of doing it was by applying for these awards. They go before an independent panel and the panel review your submission.

And yeah, we felt very privileged to get the awards on those occasions. So it was exciting for us as a new business to have that affirmation from someone else.

Jim James (10:12)
Well, I think you're being very modest. mean, it's not a privilege. You competed and you won for which congratulations. And also that this idea that when you start a business, you haven't got as much social proof yet. And what you've managed to do is to get social proof through awards. It's a little bit unusual because normally people have got a lot of customer testimonials and then go for awards. But it's notable that you've got awards and you've got clients, but you have, I guess, a long life cycle

Paul Turner (10:34)
Yes.

Jim James (10:41)
from taking the case to getting the resolution. Paul, I will just ask you about that case because although this is a show about getting noticed, it's such a landmark case. It gives you the testimonial. Someone was offered 20,000 and you managed to get them millions. Just very briefly, what did you at FT Chronic Pain do differently to the other solicitors?

Paul Turner (11:00)
I think the problem, there is a problem within the industry, that people are put on a conveyor belt and in large practices often they have too many cases on an individual handler's caseload, that they can't look at them in the detail with the detail that they should.

This particular case clearly fell through the net in terms of the intensity and severity of this person's injuries. He was a difficult character, it has to be said, but this guy was living with 24-hour, know, relentless, enduring pain. And, you know,

he would he was difficult to deal with on the phone because you know when someone hasn't slept they're not rational when they're when they're in severe pain and and I've never seen someone in so much pain as this particular man you know trying to get reasoned discussion going is is really difficult and takes a great deal of patience and when you've got a hundred or so cases as a fear and which is what what

we're commonly referred to in commercial firms, fee earners, you know, you haven't got time to spend with that individual. So, I mean, frankly, when we when we set up, we didn't have volumes of work. We don't have volumes of work and we're not targeting volumes. So we could spend a lot of time identifying the challenges that that individual have. Well, it became apparent to us

at an early stage, just been let down by the system. He'd fallen through the cracks. This was a guy who had a serious life changing injury. Not long after transferring to us, we were able to secure funding £250,000 for private above the knee amputation of his leg. And he had some called osseointegration, which is where they put a rod into the femur. Sorry for the squeamish viewers, but yeah, he had

Jim James (13:19)
Yeah.

Paul Turner (13:22)
that enabled him to have this prosthetic, which was state of the art. And yeah, I mean, basically once you factor in replacement prosthetics, and until he's sort of no longer able to mobilize as an elderly man and lost income and care and assistance that he needs, you know, you can soon make those numbers stack up. But yeah, he just fell through the cracks.

Jim James (13:50)
But it's wonderful as you say, you could take the time to do that. Now, one of the things you have kind of raised is the perception of lawyers that they are just fee earners. And having been through myself, a very expensive and lengthy legal battle against a large company that, you know, pretty much cleaned us out. We experienced the, just the persistent letter writing and invoicing and demands

that the legal system kind of inflicts really on the civilian population. So being a lawyer doesn't necessarily have a great reputation in some regards and being in personal injury in America, people would be called an ambulance chaser, poor, right? Yeah, so the perception of what you do,

Paul Turner (14:42)
Yeah, yeah.

Jim James (14:48)
colors how people see you before you've entered the room, right? You've got this wonderful story and I'm sure that, you know, he's eternally grateful, but the general perception is stay away from lawyers if you can. How do you tackle the broader perception of lawyers as being, you know, really just interested in money and compliance and volume? How do you tackle that issue, Paul?

Paul Turner (14:52)
very much so.

You're actually right, it's a challenge and I've been called an ambulance chaser on a number of occasions and it's only when you sit down and you talk to these people about cases such as the one we just discussed that people realise the value that you can add. I mean that particular individual, it wasn't just about the money and it wasn't even just about facilitating

funds to enable him to have private surgery. You know, when I met this guy, he'd been suicidal. You know, he was living alone, his marriage had broken down, his friends had alienated themselves from him because he was difficult to deal with. And, know, he's still going on about the leg, you know, it was a common sort of thing that he encountered. So when we took him on as a client, we became, you know, his professional friends. I mean, 

This is a guy who I went to his bed seat in a very, very sort of deprived area and ended up cleaning his kitchen in an early meeting. You know, this is the difference. I worked for a large commercial practice who would only allow us to engage with clients over the phone and you can never go and visit them. The difference is

we go and see the clients, we talk to the clients, we become part of their lives and that's how you build confidence in them. And then, frankly, your service goes way beyond just the law.

Jim James (16:50)
What about on a broader level though, if you like the PR, you know, when I lived in Singapore, there was a survey and basically lawyers were the least liked and then it became, then it was politicians and actually, you know, PR people were fairly high on that list as well. It was sort of a non-trusted profession, let's say Paul. So I can see how you're doing that with an individual client, but what about if you're tackling just the perception of

Paul Turner (17:09)
Yeah.

Jim James (17:17)
injury lawyers or lawyers in general, how are you tackling that slightly broader issue? Or do you feel that's not something you can tackle as FT Chronic pain on your own?

Paul Turner (17:25)
I think it's, I think there's an age old acceptance or belief that, you know, lawyers are just there to rip you off. And I don't think personally or as a firm, we can necessarily challenge that narrative. What we can on an individual level and we can on a local level. We meet people in person all the time in a networking setting,

in local community groups. I work as a trustee for a local charity. We tell people what we do and how we do it and they make up their own minds. Ultimately, we feel it's working because our biggest advocates are our clients. Most of our work comes to us by referral from our clients or from people we know from networking who've learned

and heard the stories and know the difference between what we offer compared to the general firms that they might see advertised.

Jim James (18:33)
So Paul, you've mentioned networking. Are there any particular forms of networking or strategies that you've got about going into the community?

Paul Turner (18:43)
Yeah, we've joined a number of local networking groups, which is my standing comment when I'm going is that don't ever want a client directly from that room. The point is not going for direct business. 90% of why I go to networking is actually to get that social engagement because I work in a fairly isolated way. And my business partner, works in Bristol, I work in Wiltshire.

And whilst we see each other probably once or twice a month, most of the time we're working alone at home. So I go to networking and I get out and meet people. So I plug the gap that I used to get through social engagement working in an office. But it's a slow process. You're building confidence with other professionals, like-minded professionals, business owners, who you let them know what you stand for, why you do what you do and how you do it.

And then over time, because of their extended networks, inevitably, you know, work starts to come your way. And it has. I mean, someone posted on Facebook last week that she'd been involved in an awful accident, suffered fractures of her spine, and four or five members of various networking groups that I attend hopped straight onto the post, called Paul Turner, you know, that,

which is lovely. It's working, but it's a slow burn.

Jim James (20:16)
That's nice. That's nice. I mean, not nice, obviously, that she had that injury, but that you've got advocates. Paul, you're also reaching out to podcasts. Tell me about your ambition for podcasts. mean, you and I are on this call, which is great. We got referred through Darren Ernie over at Elevate Online Marketing, which is the company doing your SEO and now doing my SEO. So tell us a little bit about your goals and aspirations for podcasts.

Paul Turner (20:19)
No.

Well, we recognize that it's very difficult in a single ad, know, telling people what you do and how you do it that people are going to engage with that. Whereas video is by far the most powerful medium. You know, and you can get to know whether or not you're going to like a person, whether you can work with a person from a video far more than you can a generic advert.

Which is a bit soulless and you know to an extent so is a website and we've tried to sort of inject a little bit of who we are in there but inevitably you've got to look for it haven't you and you've got to find it and do the a deep dive and educated read to understand who FT Chronic Pain are whereas in a video we hope to be able to sort of put that across in a far more sort of palatable and easy way.

So how we're going to do that? Yeah, I mean, we've got podcasts on the horizon. I mean, this is me taking the plunge, guess, into the brave world of podcasting. And I'm really grateful for the opportunity to talk to you, Jim, especially with your sort of extended audience. So yeah, I guess it's a watch this space on that.

Jim James (21:57)
But I think you're absolutely right that, know, audio people can hear you, they're, you know, in the ear, they can see you and get a sense of who you are. And just physiologically, that's how we judge people very, actually very quickly as well, by the way they sound, by the way they look. And podcasting is a fantastic way also, because there's a long tail to it, you know, and we have distribution on a podcast, whereas on your website, you're

really dealing with people that have got intent, right? They've got to have found your website through a click or maybe a post somewhere. So one is inbound and one is outbound marketing, right? And they complement one another really, really well.

Paul Turner (22:29)
Exactly.

Yeah, I I want people to get across that, you know, we're just normal people. We don't think we're anything particularly special. All that's special about us is that we care and we want to do the job for people. I mean, you know, I'm not into pinstripe suits and bookcases with, you know, a thousand page law books behind me, you know, which is the stereotype. We just want to help normal people,

get their lives back on track and hopefully through the power of video they'll see someone they can relate to. I mean it'd be arrogant for me to think I'm everybody's cup of tea. I'm surely not but at least hopefully some people will like what they see and may want to engage further.

Jim James (23:25)
Paul, I'm sure they will. I'm sure they will. And also your successes speak volumes. Are you able to practice, by the way, across the country? I'm assuming it's within

Paul Turner (23:35)
We're bound by England and Wales, so that's our license, yeah. So, so sadly we can't extend our reach beyond that.

Jim James (23:43)
Okay, so you're not going to be expanding to America soon, but or maybe Scotland. Okay. But Paul, you know, I also like to ask on this show about lessons that you've learned, you know, the entrepreneurs have learned that didn't work out quite as planned from a marketing point of view. I as entrepreneurs, we've got million and one things that we've done that we can't believe we did quite often in hindsight. But what about from a

Paul Turner (23:46)
That's very funny.

Jim James (24:11)
just a marketing perspective, as this shows about getting noticed, is there something that you'd, that you've in just the four years you've had FT Chronic Pain, tried that you wouldn't want to suggest anyone else tries at home?

Paul Turner (24:24)
Well, it's difficult one to say that I wouldn't want them to try at home because the proof is often in the pudding, isn't it? But we found ourselves in relationships, professional relationships with suppliers of services, digital marketing, where, you know, the expectation was extremely high. Our belief was that they're

they would be as passionate about us as we are and what we do and try and portray that to an audience that we need to access. And because we're busy doing the day job, we kind of let that stuff drift, paying for it routinely and hoping at some point to see this sort of chain of inquiries coming our way, which just didn't happen. And it was only really when you sort of

delved into what was going on, that you realized that there wasn't that connection. They weren't as passionate about what I do as I would want them to be. And so, you know, that made for difficult conversations and a change in direction. So we spent quite a lot of money for a new firm. Relatively speaking, you what we spent was

was huge for us. And it was a harsh lesson to learn, I guess. So my advice would be, if you're using a third party supplier, you should really know that they are passionate and invested. And how do you go about finding that individual? Well, I think I've found that individual, you mentioned him earlier, Darren earlier, Elevate, who's a very sort of energetic guy. I mean, if he can't be energetic

about what you do, then I don't think anyone can.

Jim James (26:22)
And Paul, thanks for the candor there. I think, you know, I've heard many, many times on this show how entrepreneurs have engaged agencies and found themselves disappointed. In one of reasons I started this podcast was because friends of mine who are entrepreneurs have paid agencies and really not had their expectations met. Often it's an expectation and a management issue. The agency

could do great work, but maybe didn't get the full brief. Or as you say, the client has kind of abdicated some of the work thinking that the agency can do work that actually it can't do. And they pay people at a low level, but they really want strategy, right? So I've heard on many, many occasions how that agency client relationship falls foul. So I'm sorry to hear that you went down that path as well.

Paul Turner (27:02)
Yeah.

Jim James (27:16)
But there are great agencies as we know, but it is about finding the right one. Not just any agency.

Paul Turner (27:20)
Yeah, it is. I think it's about. Absolutely. And we don't have an internal marketing manager, you see. mean, you know, Anne takes the lead on marketing for us as a business, but she's very busy. She's she's a lawyer in her own right and has has clients. And, and as I said earlier, they're the center of what we do. So it's very difficult

for us to then spend the amount of time that we would probably need to to get a company as briefed as they need to be to do the job. So that's a tricky one.

Jim James (27:53)
Yeah, it's, so briefing an agency, it's an art in itself and often agencies work best with bigger companies that have a marketing manager of some kind that manages the agency, right? So, so lots of learnings there, but I would like to ask you for a number one tip, Paul, something that you found that has worked in the four years, what really is moving the needle for you at FT Chronic Pain?

Paul Turner (28:02)
much

It has to be client engagement and client referrals. Most of our work comes to us through a number of clients that we've had who are very active on social media and on groups and who, you know, there's one particular client I'm thinking of who we, again, we had an excellent result for him. We brought a claim against a blue chip motor

manufacturer and this particular client is on all of the sort of forums for his particular condition and when anyone comes up he jumps on it straight away and says you must call FT Chronic Pain Solicitors and you know the personality and the relationship with our clients is so so deep we get invested we're invested in their lives we're invested in their families lives

for such a long period of time that inevitably you make friendships and that's been key to success and client referrals probably make up 75% of our workload, which is such a massive compliment, which we never lose sight of the compliment.

Jim James (29:43)
That's wonderful, Paul. And I can see why having spent just half an hour with you, your honesty and your authenticity comes shining through the mic really. And Paul, I will ask you because you're a learned man too, if there's a book or a podcast that you've also been enjoying and helping you get through the tough times, what would that be?

Paul Turner (29:54)
Thank you.

Yeah, actually, a friend of mine, a chap I've known for getting on 20 years. In fact, we met in the maternity unit as my wife and his wife were sort of approaching childbirth. And the chap is Caspar Craven and his most recent book is The Big Bold Mindset. And it's a great book, really sort of

intelligently written and elegant sort of book, a toolkit for entrepreneurs to rethink business strategy, but it also translates quite well into personal life as well and habits and forming positive habits and relationships with people. yeah, that would be my recommendation.

Jim James (30:57)
We'll put Caspar Craven's book in the show notes, not one I've heard of before, so that's wonderful. And yeah, what a way to meet in the maternity ward. Paul, if you want to meet you, how can they get hold of you?

Paul Turner (31:13)
I guess the easiest way in the first instance is I'm certainly on LinkedIn, but at paul.turner@ftchronicpain.co.uk. That would be the best way.

Jim James (31:25)
Paul. And again, we'll put Paul's details in the show notes. Paul Turner, you're just down the road, but I feel like we're in the room together. So it's been wonderful conversation. Thank you for joining me on the UnNoticed Entrepreneur Show, Paul.

Paul Turner (31:34)
Likewise. It's been lovely meeting you, Jim.

Cheers, all the best, take care.

Jim James (31:43)
Well, and I know if I don't take care, I know who to come and help sort it Right. Yeah, I know it's in a way sort of, I hope I'm never a client. I hope you take that in the right way. So we've listed a Paul Turner who's built a practice with his business partner. She's about 50 miles away and they're building a practice with a great deal of authenticity and integrity. And the takeaway there really is about the need to engage. This is a recurring theme in your

Paul Turner (31:47)
Yeah, well, hope, as I say, hopefully I'll never have to see you in that concert.

Yes.

Jim James (32:13)
read about this in the UnNoticed Entrepreneur Vol. 3, which is coming out in October of this year, published by Wiley. A recurring theme from so many entrepreneurs that I've interviewed, which is now over 500 on this show, is being authentic and engaging with your audience, going out and being there with them and for them. And that, in a way, is the best news of all, because that's free to do that, to be yourself, and no one else can be you.

Paul Turner (32:30)
.

Jim James (32:42)
So it also means you've got the competitive advantage in whatever you do. My name is Jim James. Thank you so much for joining me on the UnNoticed Entrepreneur. And whatever you do, I just hope you keep on communicating.