...of adding an its-not-about-the-money reason for claiming right at the end of the segment, so as not to appear that all they are interested in is the money. For example:
"I slipped over at work on a wet floor and injured my knee. I was in a lot of pain so I contacted AmbulanceChasers4U and they got me £9,000."
<afterthought>
"And now they put signs up when the floor is wet to stop it happening to anyone else"
? They're not fooling me.