His ads court all sorts of torts.

• Position: James O'Herron; Rainmaker Marketing Inc.

Where can lawyers turn if they want to generate some cash from whiplash?

Almost 100 law firms nationwide go to Raleigh-based Rainmaker Marketing Inc., the country's sixth-largest ad agency specializing in the legal community.

The company got its start in 1984 by producing TV spots for the North Carolina Personal Injury Referral Service. Maybe you've seen one. A conservatively dressed actor urges you to call for a free consultation with a lawyer - just in case you're feeling a little litigious.

The ads are still running and generate more than 12,000 calls a year for 40 clients. Meanwhile, the company's annual revenues have risen to more than $1 million.

"We have evolved into a full-service advertising agency," says President James O'Herron, 46, who turned to ad making after 20 years in the Army. The company does brochures, Yellow Pages ads, radio spots and public relations - all for lawyers, about half from North Carolina.

"Marketing of advertising to attorneys is a slow process," O'Herron says. "It takes probably on average two years to develop the relationship...