Who We Are
We know firsthand the billable/non-billable
tug-of-war attorneys face
when marketing their practices.
My name is Wayne Pollock. And I have lived and breathed the tension attorneys 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, on a daily basis.
On one hand, we attorneys know that 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 knowledgable about the areas of law we practice.
We know these materials position us as “thought leaders” to these audiences.
And, most importantly, we know these materials position us to these audiences as THE attorneys they should turn to when they have a need for an attorney with our legal practice.
But at the same time, we know all too well that we need to be creating revenue for ourselves and our firms by billing time to client matters.
Every minute we spend marketing is a non-billable minute. Non-billable minutes are unprofitable minutes.
Because of this tug-of-war, law firm marketing and business development teams watch days, weeks, months, and quarters slip by without us attorneys writing many—if any—high-quality marketing materials.
And yet, when the billable work pipeline isn’t as full, we attorneys are known to ask our marketing and business development people why they aren’t doing more to market the firm.
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, they could publish that kind of content under their own names (that was as good as if not better than their own writing) without having to invest much non-billable time in the process.
I realized that if these accomplished but very busy attorneys could benefit from my ghostwriting services, surely others could too.
And so, the Law Firm Editorial Service was born.
We help attorneys and their law firms end the tug-of-war between billable client work and non-billable marketing efforts.
Because we ghostwrite high-quality attorney-written thought-leadership marketing content for law firms, we help their attorneys 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 do the same.
To your law firm’s continued growth and success,
Founder, Law Firm Editorial Service