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Wayne Pollock

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Lawyers are more familiar with using ghostwriters than they realize. Sometimes, a lawyer will tell me, “Gee, I would never outsource or delegate my writing of a blog post or a bylined article.” When I hear a lawyer say that, I politely remind them that chances are good that they’ve used ghostwriters before—they just call them “colleagues.” The way most legal documents are drafted That’s because most lawyers, when they are drafting a court filing…
It sounds counterintuitive, but collaboration is a key ingredient in successful ghostwriting relationships. Collaboration is key when working with ghostwriters of all kinds, but especially with ghostwriters who craft thought-leadership marketing content like blog posts, bylined articles, and client alerts. I know it sounds counterintuitive— you have collaboration on one hand and ghostwriters on the other. After all, isn’t the whole point of a thought-leadership marketing ghostwriter for a person to hand off an important…
Law firm case studies tend to be ineffective because they tell the wrong story. Here’s how to craft a law firm case study that makes clients actually want to hire your firm. Have you read any case studies from your law firm’s peer or competing firms recently? Have you read your own firm’s case studies recently? If you have (or even if you have not), what I am about to tell you should not come…
You don’t have to wait for incoming referrals to show up. You can proactively pursue them through strategic referral marketing efforts Two lawyers. Two different situations. One common thread. The first lawyer is one of twelve at a law firm that practices many areas of law, including criminal, family, maritime, personal injury, and workers’ compensation. It is the kind of generalist law firm you would expect to find in an idyllic small town with a…
Determine whether a prospective ghostwriter is right for your law firm using these four steps. Congratulations! You have decided that it’s time to hire a ghostwriter at your law firm to help you and/or your colleagues create thought-leadership marketing content like blog posts, bylined articles, and client alerts. That’s fantastic! The lawyers at your law firm are going to be thrilled to learn that they will be able to, with the ghostwriter’s help, market themselves…
Abide by the American Bar Association’s recent ethics opinion on responding to negative online reviews at your peril. One of the longstanding criticisms of the American Bar Association is that its guidance to lawyers often ignores the current business and economic realities that impact the practice of law. At times, the ABA’s guidance feels like it would be more appropriate for lawyers practicing in the 1950s. The ABA’s suggestion in a recent ethics opinion about…
Lawyers should do these seven things in 2021 to make their blog posts, bylined articles, and client alerts better than ever. Happy New Year! I am going to hazard a guess that, in keeping with tradition, you have some New Year’s resolutions on the books. Perhaps your most ambitious resolutions concern your professional development. Like many other lawyers, these resolutions probably include devoting time and resources to your business development and marketing efforts. For most…
While law firm blog posts, bylined articles, and client alerts are often used for general marketing purposes, they can be strategically deployed to boost a firm’s business development efforts. Are you and your law firm using thought-leadership marketing content like blog posts, bylined articles, and client alerts for more than just general marketing efforts? Are you using it to boost your and your firm’s business development efforts? You should. Marketing vs. Business Development Before I…
For lawyers, predictions pieces are effective tools for demonstrating thought leadership. Do these four things to ensure your next predictions piece makes a lasting favorable impression on its readers. Whenever we hit a new period of time — whether it’s a new calendar year, a new court term, a new school year, a new decade, whatever — that is an opportunity for lawyers to demonstrate their thought leadership through predictions in the form of a…
Lawyers and their law firms can boost their referral marketing efforts — and their business — by crafting thought-leadership marketing content aimed squarely at referral sources. If you are like most lawyers, you are familiar with thought leadership as a form of marketing. It is a classic marketing technique lawyers have been using for decades. It follows a simple, logical path: “If I write or speak about issues that arise within the area of law…