← THE WORK TAQTICS
NEW ORLEANS • COVINGTON • METAIRIE • BATON ROUGE • HAMMOND
Messaging Architecture

Three Directions. One Brand.

Each direction is a complete messaging system: hero line, brand promise, and CTA. They all preserve "Count on Cossé." Pick the one that feels right.

A
When Winning Matters
RECOMMENDED
Hero Line
Injured?
Count on Cossé.
Universal opener. Works for every case type: auto, truck, brain injury, product defect, wrongful death. One question. One name. One answer.
Brand Promise
When winning matters.
The confidence line. Not aggressive. Not desperate. Sets the stakes. Runs beneath the hero on every touchpoint: CTV, homepage, social, print.
Call to Action
Your Case
Starts Here.
The close. End card, CTA button, billboard. Direct. Zero ambiguity. Moves the viewer from watching to calling.
Why this works: Builds on the existing brand line. "Count on Cossé" stays everywhere. "When winning matters" adds emotional weight without narrowing to one case type. Morris Bart owns "One Call." McKernan owns "Get Gordon." This makes "Count on Cossé" just as sticky while saying something about stakes.
B
We Take It Personally
Hero Line
We Take It
Personally.
Chip's own words from the homepage. The emotional core. It differentiates from factory-line firms that churn cases. Every testimonial mentions the personal care.
Brand Promise
Count on Cossé.
The brand anchor stays. "We take it personally" creates the tension. "Count on Cossé" resolves it with the name. Together they tell the whole story.
Call to Action
Your Fight.
Our Name.
Connects the personal promise to the family legacy. "Our name" signals reputation, lineage, accountability. Not a faceless firm. A family name on the line.
Why this works: Morris Bart and McKernan feel like billboards. Cossé feels like a person. This direction leans into that. The testimonials already say it: "they become part of your family." This messaging makes that the brand, not just the experience.
C
Three Generations. One Fight.
Hero Line
Three Generations.
One Fight.
Nobody else in New Orleans has this. Chip partnered with his father for 19 years. His daughter's joining as the third generation. That's a dynasty, not a firm.
Brand Promise
Count on Cossé.
"Three generations" sets up the legacy. "Count on Cossé" lands it. The name carries more weight when you know it's been on courtroom doors for 31 years and counting.
Call to Action
Louisiana's Trial
Family.
Not "lawyers." Family. Signals permanence, roots, and commitment. Differentiates from every solo practitioner and every corporate firm in the market.
Why this works: The dynasty angle is unique in the New Orleans market. McKernan and Bart are personality brands. Cossé is a family name with weight behind it. This direction makes the multi-generational commitment the selling point. Born here. Fight here. Three generations deep.
Brand Pillars
Fight-Ready
Every case prepared for trial. That's what gets insurance companies to settle fairly.
Family Legacy
Partnered with his father for 19 years. Daughter joining as the 3rd generation Cossé lawyer.
National Reach
Tire defect litigation nationwide. Trial experience across LA, MS, AL, GA, TX.
Community Roots
Cossé Cares. Stop the Violence rallies, St. Jude nights, turkey drives. This is home.
Website

Homepage Above the Fold

Full-width hero with Chip's photo, inline case evaluation form, verdict proof, and location bar. Designed for conversion. This is the live mockup.

cosselaw.com
Mobile

Thumb-First

Same messaging, optimized for mobile. Tap-to-call CTA, sticky bottom bar, trust stats visible without scrolling. 60% of PI searches happen on mobile.

Paid Social

Meta Ads: Feed, Story, and Square

Consistent brand across every placement. Gold accent, Playfair headlines, dark premium aesthetic. Each format optimized for its context.

C
Cossé Law Firm
Sponsored
Injured?
Count on Cossé.
$23.4M+ Recovered
Car wreck? 18-wheeler? Brain injury? 31 years fighting for Louisiana families. $23.4M+ recovered. Free case evaluation.
cosselaw.com
Count on Cossé.
Talk to Our Team Now
C
countoncosse
Injured?
Count on Cossé.
Count on Cossé.
Get Your Case Reviewed
SWIPE UP
C
countoncosse
Injured?
Count on Cossé.
$5M
Record Trial Verdict
countoncosse Car wreck? 18-wheeler? Brain injury? 31 years. $23.4M+ recovered. No fee unless we win. Count on Cossé. Link in bio.

Google Ads

Responsive search ads with sitelinks. Results-focused messaging differentiates from competitors running generic "free consultation" copy.

Core Brand Ad
C
cosselaw.com Ad

New Orleans Personal Injury Lawyers | $23.4M+ Recovered

Injured? Count on Cossé. 31 years fighting for Louisiana families. 6 attorneys. Free case evaluation. No fee unless we win.

Auto Accidents Brain Injuries 18-Wheeler Accidents Our Victories
Car Accident Ad
C
cosselaw.com/car-accidents Ad

Car Accident Attorney New Orleans | Count on Cossé

Rear-ended? Hit by an 18-wheeler? $23.4M+ recovered for injured Louisiana families. 6 attorneys. Available 24/7. Free case evaluation.

Case Results Meet Our Team Free Consultation Covington Office
Truck Accident Ad
C
cosselaw.com/truck-accidents Ad

18-Wheeler Accident Lawyer | Count on Cossé

Trucking companies have legal teams on the scene within hours. You need attorneys who've fought them before. 31 years. $23.4M+ recovered. 504-475-9500.

$5M Trial Verdict 6 Attorneys No Upfront Costs
Trial Proof Ad
C
cosselaw.com/results Ad

We Go to Trial | $5M Verdict Won | Cossé Law

Most PI firms settle fast and move on. We prepare every case for trial. That's why insurance companies take our calls. 31 years. See all results.

5-Star Reviews 504-475-9500 Free Consultation
Display & Retargeting

Programmatic Banners

Leaderboard and medium rectangle formats for retargeting and display campaigns. Gold-on-dark premium aesthetic across all placements.

Connected TV

The 5-Scene Emotional Arc

Every CTV spot follows a proven structure. 30 seconds. Non-skippable. CTV is the prospecting channel. It builds awareness at the household level, and every impression traces back to a signed case.

Scene 1
Pain
Rear-ended on I-10. Hospital room. Insurance letter: claim denied. Fear. Confusion.
5-8 seconds
Scene 2 ↓
Brand Reveal
COSSÉ LAW. Gold on dark. Chip's photo. Authority. Calm. Confidence.
3-5 seconds
Scene 3
Proof
$5M trial win. FBI handwriting analyst. 31 years. Real results. Real people.
8-10 seconds
Scene 4
Relief
Client recovery. Family at home. Life moving forward. Justice delivered.
5-8 seconds
Scene 5 ↓
End Card
cosselaw.com. 504-475-9500. Count on Cossé. Call Now. One Number.
3-5 seconds
Scene 2: Brand Reveal
Count on Cossé.
Your Case. One Call.
504-475-9500
Scene 5: End Card
Injured?
Count on Cossé.
Count on Cossé.
Your Case. One Call.
504-475-9500
Call Now. One Number.
NEW ORLEANS • COVINGTON • METAIRIE • BATON ROUGE • HAMMOND • KENNER • SLIDELL • GRETNA • HOUMA • LAKE CHARLES
FREE CONSULTATION
MARQUEE STORY 1
The $5M Trial Win
Insurance refused $1M at mediation. Chip took it to trial. Recovered five times more.
MARQUEE STORY 2
The FBI Handwriting Analyst
Insurance forged the UM rejection signature. Chip hired a former FBI analyst and proved it. $962K.
MARQUEE STORY 3
The Hidden $1M Coverage
Everyone thought $1.25M was the max. Chip took depositions and found another $1M. Got $2.25M.
Full-Funnel Media Strategy

Every Channel. One System.

CTV builds awareness. Social captures the second screen. Search captures intent. Retargeting closes the loop. Every impression traces to a household.

1
CTV / Streaming
Non-skippable 30s spots across 150+ networks. Hulu, Peacock, Tubi, Paramount+.
2
Paid Social
Facebook feed, Instagram story, Reels. Same brand. Second-screen capture.
3
Paid Search
Google Ads on money keywords. Brand defense. Competitor conquesting.
4
Retargeting
Every site visitor followed for 30 days. Display + social. CTV household match.
5
SEO + Content
Data-led editorial. Practice area depth. Geo pages. Blog. Schema. AI citations.
Competitive Conquest
Morris Bart spends $571K/mo on broadcast. Gordon McKernan spends $420K. Dudley DeBosier spends $365K. When their ads air, we detect it. Your CTV spot hits the same household within the hour. Their $1.3M/mo in broadcast drives awareness. Your streaming ad captures it. Same household. Your brand. Their spend.
Measurement

Every Dollar Traced

Household-level attribution. From the CTV spot on Hulu to the phone call to the signed case. No guesswork.

24M
Household Panel
Cross-device identity resolution
150+
Streaming Networks
Non-skippable inventory
90-96%
Completion Rate
Non-skippable CTV average
$12-22
CTV CPM
vs $25-40+ broadcast
ATTRIBUTION CHAIN
1
CTV spot airs on Hulu in New Orleans DMA
2
Household matched via LiveRamp identity graph
3
Retargeting ad served on mobile within 60 minutes
4
Visitor lands on cosselaw.com, tracked via GA4 + GTM
5
Call tracked via CallRail dynamic number insertion
6
Case signed. Attribution closed. CTV spot traced to signed case.
TARGETING LAYERS
Geographic
New Orleans DMA #51. Zip code level precision. Covington, Metairie, Baton Rouge, Hammond.
Behavioral / Healthcare
ER visits, ambulance transport, urgent care, chiropractic, physical therapy. Real healthcare signals matched to households via LiveRamp. Your ad reaches people who just had an accident.
Contextual
Cookieless listeners on legal, insurance, accident-related content.
Competitive Conquest
Morris Bart ($571K/mo), Gordon McKernan ($420K/mo), Dudley DeBosier ($365K/mo). When they air broadcast, your CTV ad hits the same household. Their $1.3M/mo fuels your reach.
Data-Led Editorial

Content That Ranks and Converts

Every article backed by real data, properly sourced and cited. 35mm editorial photography. No stock. No filler. Built for organic authority and inbound conversions.

Market Briefing
New Orleans Legal Advertising: $3.1M Monthly and Where the Gaps Are
DMA #51 deep-dive. 68% of spend still on broadcast. The streaming gap is wide open for firms ready to move first.
2,400 words 12 references 8 data points
Louisiana Safety
854 Traffic Deaths in Louisiana Last Year: What the Data Shows
Louisiana ranks among the deadliest states for drivers. I-10 and I-12 corridors carry the highest concentration of fatal crashes.
1,800 words 9 references 6 data points
Medical Insight
30% of TBI Cases Get Diagnosed Late: Why Early Legal Action Matters
Traumatic brain injuries don't always show on the first scan. Delayed diagnosis compromises both treatment and claims.
1,600 words 7 references 5 data points
Content Strategy

From 53 Keywords to 500+

Your DR 20 with 290 referring domains is a real foundation. The bottleneck is content. We fix that with data-led editorial at scale.

8
Practice Area Pages
Each page rewritten from ~250 words to 2,000+. Case results embedded. Schema markup. Internal linking. Competitive depth.
12
Blog Articles (Month 1)
Data-led editorial targeting informational and commercial keywords. Louisiana traffic data, injury statistics, FAQ content.
5
Geo Pages
New Orleans, Covington, Metairie, Baton Rouge, Hammond. Each with local data, courthouse info, and case results.
Technical SEO (Week 1)
Remove googlebot noindex from homepage
Install GA4 + GTM
Set up CallRail call tracking
Install Meta Pixel
Add LocalBusiness + Attorney schema
Redirect /victories/ to /our-victories/
Fix years counter (0+ to 31+)
Consolidate phone numbers (tracked)
NEW ORLEANS • COVINGTON • METAIRIE • BATON ROUGE • HAMMOND

What Happens Next

A complete positioning and messaging system for Cossé Law. Three directions tested. One brand deployed across every channel. One firm per DMA. First to move owns the market.

Book a Call

or email [email protected]

Jared Reagan
Founder, Taqtics