My name is Wayne Pollock. I have lived and breathed the tension lawyers feel between being billable and spending non-billable time marketing ourselves.
I worked for more than six years as a litigation associate at Dechert LLP, one of the largest and most profitable law firms in the world. I felt that tension, that tug-of-war, daily.
We lawyers know we should be writing bylined articles, blog posts, client alerts, and other high-quality written content that shows current and prospective clients and referral sources that we are knowledgeable about the areas of law we practice.
We know these materials position us as “thought leaders” to these audiences.
But every minute we spend marketing is a non-billable minute. Non-billable minutes are unprofitable minutes.
When I was at Dechert, I hated having to take time away from my billable work. For one, I enjoyed (most of) the client work I had on my plate at any given time. And of course, I didn’t want to fall behind on my annual billable hour requirement. If I did, I jeopardized my good standing within the firm and my eligibility for a year-end bonus.
At the same time, I had no chance of building a legal practice if I didn’t engage in opportunities to market myself and show the world (including prospective clients and referral sources) what I knew.
Fast forward a few years later to when I went out on my own and launched my hybrid legal services and communications firm (Copo Strategies). Am Law 50 law firm partners, as well as partners at catastrophic personal injury and whistleblower (plaintiff-side) firms began asking me to ghostwrite blog posts and bylined articles for them.
That’s because my clients realized that with me ghostwriting thought-leadership marketing materials for them worthy of being published under their own names, they could publish that kind of content without having to invest much non-billable time in the process.
I realized that if these accomplished but busy lawyers could benefit from my ghostwriting services, surely others could too. And so, the Law Firm Editorial Service was born.
We help lawyers and their law firms end the tug-of-war between billable client work and non-billable marketing efforts. We also help executives at companies serving the legal industry end their own tug-of-war between tending to business initiatives and building their prominence in their industries.
Because we ghostwrite high-quality lawyer-written thought-leadership marketing content for law firms, I like to say we help their lawyers market themselves in a way that keeps them billable now—and profitable later.
I look forward to the opportunity to help you and your law firm or company do the same.
To your continued growth and success,
Founder, Law Firm Editorial Service