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Wayne Pollock

Latest from Copo Strategies

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Email drip campaigns allow lawyers to acquire clients, reinforce their thought leadership, provide outstanding client service, and much more through strategically crafted personalized automated emails. You have almost certainly been a recipient of an email drip campaign even if you are not familiar with that term or the concept. If you ever visited an online retailer, left something in your shopping cart without purchasing it, and then received an email about having left that item…
It is a myth that people do not consume long content. They do—but only if it is engaging. “Gone with the Wind,” originally released in movie theaters in 1939, is the highest-grossing film of all time. The movie raked in more than $7.2 billion worldwide (in 2020 dollars) at the box office. It is a beloved classic (but one that is being reevaluated for its depiction of race and slavery). When “The Godfather”…
If you are not abiding by the “first pass rule” every time you write, start doing so this very second. If there’s one thing we can all agree on when it comes to business-to-business thought-leadership and content marketing, it’s that most of that content is not particularly engaging. Many forms of that content, including blog posts, bylined articles, and client alerts, rarely compel the consumers of that content to continue consuming it. This is particularly…
When lawyers engage in content marketing and publish thought-leadership marketing content, they must ensure that content does not conflict with the work they and their colleagues do for their clients. Are you and your law firm running conflicts checks on your and your colleagues’ thought-leadership marketing content? Yes, really, I am talking about running conflicts checks on your and your colleagues’ blog posts, bylined articles, and client alerts before they’re published. If you are not…
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When lawyers build rapport with consumers of their thought-leadership marketing content by injecting their personality into it, good things happen. Most of the time when we talk about thought-leadership marketing content that lawyers and their law firms publish, we focus on the substantive analysis within that content. After all, when lawyers want to demonstrate that they are thought leaders in a particular area of the law, they have to come with the goods. Their analysis…
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It is a myth that people will not consume long content. But in order for them to consume YOUR long thought-leadership marketing content, you need to make sure your content engages them in three particular ways. Let’s get this out of the way. It is a myth that people don’t consume long content. Actually, it isn’t just a myth. It’s balderdash. Bunk. Drivel. Malarkey. Nonsense. Poppycock. Pure applesauce. People will consume content they’re interested in…
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It is a myth that people will not consume long content. But in order for them to consume YOUR long thought-leadership marketing content, you need to make sure your content engages them in three particular ways. Let’s get this out of the way. It is a myth that people don’t consume long content. Actually, it isn’t just a myth. It’s balderdash. Bunk. Drivel. Malarkey. Nonsense. Poppycock. Pure applesauce. People will consume content they’re interested in…
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Headlines and email subject lines are the most important parts of thought-leadership marketing content. Give them the attention they deserve. The biggest mistake attorneys make when they craft headlines and email subject lines for their blog posts, bylined articles, and client alerts? They give their headlines and email subject lines short shrift — shorter shrift than they deserve. The headlines of thought-leadership marketing content and the subject lines of emails transmitting that content are the…
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Headlines and email subject lines are the most important parts of thought-leadership marketing content. Give them the attention they deserve. The biggest mistake attorneys make when they craft headlines and email subject lines for their blog posts, bylined articles, and client alerts? They give their headlines and email subject lines short shrift — shorter shrift than they deserve. The headlines of thought-leadership marketing content and the subject lines of emails transmitting that content are the…
Your law firm’s blog posts, bylined articles, and client alerts will connect better with their audiences if they always do these six things. About eight weeks ago, I discussed four statistics from a recent study that should compel you and your law firm to go all in on creating thought-leadership marketing content, including blog posts, bylined articles and client alerts. Just a week or two later, the COVID-19 pandemic forced schools and many businesses to…