Are you a highly experienced attorney who feels invisible in the marketplace?

Despite decades of expertise and hundreds of successful matters, many attorneys remain unknown to everyone except their current clients and immediate referral sources.

In this episode, Wayne Pollock breaks down why this happens and how to bridge the three critical "Thought Leadership Gaps" that are holding your practice back.

Most attorneys don’t lack wisdom—they lack a strategy to make that wisdom visible. Whether you aren't publishing enough, aren't publishing frequently, or are writing for too broad an audience, these gaps are costing you high-value opportunities.

 

💡 What You’ll Learn:

The Coverage Gap: Why being the best-kept secret in your field is the most expensive mistake you can make.

The Frequency Gap: Why publishing twice a year isn't enough to build authority (and the "magic number" of articles you actually need).

The Audience Gap: Why "writing for everyone is writing for no one" and how to speak directly to your ideal client’s pain points.

The Feedback Loop: How to use LinkedIn and engagement signals to let your market tell you exactly what to write next.

 

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Learn more about Wayne Pollock at https://www.linkedin.com/in/waynepollock

Learn more about the Law Firm Editorial Service at https://www.lawfirmeditorialservice.com

Learn more about Copo Strategies at https://www.copostrategies.com

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Bridge your thought leadership gaps! 

Check out the Law Firm Editorial Service Opportunity Finder. Answer 3 questions, see how many publishing opportunities you left on the table last year, and get 5 article ideas tailored to your practice area. 

https://www.lawfirmeditorialservice.com/opportunity-finder/ 

Do you want to elevate your thought leadership, distinguish yourself from your competitors, and never again be your target clients’ second choice?

Our Legal Thought Leadership Accelerator is a FREE five-day educational email course, in which you will learn five advanced principles for conceptualizing and crafting revenue-generating legal thought leadership that positions you to be your target clients’ top choice over your competitors (and the one the media regularly calls and conference organizers regularly put on stage).

Learn more: www.LTLAccelerator.com

Practice Pointer: Why so many attorneys are invisible in the marketplace (and the 3 gaps causing it)

In this episode, Wayne Pollock (Founder of the Law Firm Editorial Service) describes the AI prompt he uses that makes his thought leadership articles better.

He also offers three tips for crafting a similar, personalized AI prompt that could make your own thought leadership articles better.

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Learn more about Wayne Pollock at https://www.linkedin.com/in/waynepollock

Learn more about the Law Firm Editorial Service at https://www.lawfirmeditorialservice.com

Learn more about Copo Strategies at https://www.copostrategies.com

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Do you want to elevate your thought leadership, distinguish yourself from your competitors, and never again be your target clients’ second choice?

Our Legal Thought Leadership Accelerator is a FREE five-day educational email course, in which you will learn five advanced principles for conceptualizing and crafting revenue-generating legal thought leadership that positions you to be your target clients’ top choice over your competitors (and the one the media regularly calls and conference organizers regularly put on stage).

Learn more: www.LTLAccelerator.com

Practice Pointer: This is the AI prompt that makes my thought leadership articles better

In this episode, Wayne Pollock (Founder of the Law Firm Editorial Service) explains how the thought leadership that many attorneys and law firms publish is “empty-calorie” thought leadership. 

He suggests five elements that attorneys can incorporate into their thought leadership to keep it from becoming empty-calorie thought leadership: 

1. "Here's what this means for your industry." 

2. "You might want to do this now." 

3. "Be cognizant of these second-order effects." 

4. "According to my crystal ball." 

5. "Don't listen to them, they're wrong."

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Learn more about Wayne Pollock at https://www.linkedin.com/in/waynepollock

Learn more about the Law Firm Editorial Service at https://www.lawfirmeditorialservice.com

Learn more about Copo Strategies at https://www.copostrategies.com

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Do you want to elevate your thought leadership, distinguish yourself from your competitors, and never again be your target clients’ second choice?

Our Legal Thought Leadership Accelerator is a FREE five-day educational email course, in which you will learn five advanced principles for conceptualizing and crafting revenue-generating legal thought leadership that positions you to be your target clients’ top choice over your competitors (and the one the media regularly calls and conference organizers regularly put on stage).

Learn more: www.LTLAccelerator.com

Practice Pointer: The problem with empty-calorie thought leadership—and how to avoid producing it

In this episode, Wayne Pollock (Founder of the Law Firm Editorial Service) explains why "misconceptions" articles can be a particularly effective thought leadership tool for demonstrating knowledge, wisdom, and authority—and generating client and referral source inquiries.

You'll learn:

- What's so special about "misconceptions" articles

- How to identify the right audience for your "misconceptions" article

- Which misconceptions to cover (and how many)

- The 3-part structure that makes your misconceptions land with your audience

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Learn more about Wayne Pollock at https://www.linkedin.com/in/waynepollock

Learn more about the Law Firm Editorial Service at https://www.lawfirmeditorialservice.com

Learn more about Copo Strategies at https://www.copostrategies.com

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Do you want to elevate your thought leadership, distinguish yourself from your competitors, and never again be your target clients’ second choice?

Our Legal Thought Leadership Accelerator is a FREE five-day educational email course, in which you will learn five advanced principles for conceptualizing and crafting revenue-generating legal thought leadership that positions you to be your target clients’ top choice over your competitors (and the one the media regularly calls and conference organizers regularly put on stage).

Learn more: www.LTLAccelerator.com

Practice Pointer: "Misconceptions" articles: Why you should add them to your thought leadership arsenal

In this episode, Wayne Pollock (Founder of the Law Firm Editorial Service) argues that when attorneys regularly produce thought leadership, they can improve their lawyering abilities. 

In addition to gathering their thoughts on how to advise their clients regarding developments in the law, best practices, and trends and predictions, Wayne gave seven reasons why consistently producing thought leadership helps attorneys become better thinkers, and thus, better attorneys: 

1. Consistently producing thought leadership forces attorneys to develop their ideas. 

2. Consistently producing thought leadership will make attorneys better at expressing their views clearly and concisely. 

3. Consistently producing thought leadership makes attorneys better issue spotters. 

4. Consistently producing thought leadership improves an attorney's ability to synthesize information.

5. Consistently producing thought leadership helps attorneys sharpen their judgment and their ability to communicate their points of view.

6. Consistently producing thought leadership helps attorneys develop their ability to recognize patterns. 

7. Consistently producing thought leadership provides attorneys with a feedback loop that improves their thinking and thought leadership.

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Learn more about Wayne Pollock at https://www.linkedin.com/in/waynepollock

Learn more about the Law Firm Editorial Service at https://www.lawfirmeditorialservice.com

Learn more about Copo Strategies at https://www.copostrategies.com

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Do you want to elevate your thought leadership, distinguish yourself from your competitors, and never again be your target clients’ second choice?

Our Legal Thought Leadership Accelerator is a FREE five-day educational email course, in which you will learn five advanced principles for conceptualizing and crafting revenue-generating legal thought leadership that positions you to be your target clients’ top choice over your competitors (and the one the media regularly calls and conference organizers regularly put on stage).

Learn more: www.LTLAccelerator.com

Practice Pointer: Seven reasons why consistently producing thought leadership makes you a better attorney

In this episode, Wayne Pollock (Founder of the Law Firm Editorial Service) explains how answering three to five questions out of a group of 36 particular questions will help you or your colleagues draft "How we did it" thought leadership articles regarding litigation wins you or your colleagues secured for clients.

The 36 questions fall into these 11 categories:

1. Big Picture (6 questions)

2. Pre-Suit Investigation & Case Intake (4 questions)

3. Drafting & Filing the Complaint (3 questions)

4. Early Motion Practice (1 question)

5. Discovery (3 questions)

6. Experts (2 questions)

7. Summary Judgment (1 question)

8. Mediation (1 question)

9. Settlement (1 question)

10. Trial Preparation (4 questions)

11. Trial (10 questions)

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Learn more about Wayne Pollock at https://www.linkedin.com/in/waynepollock

Learn more about the Law Firm Editorial Service at https://www.lawfirmeditorialservice.com

Learn more about Copo Strategies at https://www.copostrategies.com

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Do you want to elevate your thought leadership, distinguish yourself from your competitors, and never again be your target clients’ second choice?

Our Legal Thought Leadership Accelerator is a FREE five-day educational email course, in which you will learn five advanced principles for conceptualizing and crafting revenue-generating legal thought leadership that positions you to be your target clients’ top choice over your competitors (and the one the media regularly calls and conference organizers regularly put on stage).

Learn more: www.LTLAccelerator.com

Practice Pointer: Answer 3 to 5 of these 36 questions to craft "How we did it" thought leadership articles

In this episode, Wayne Pollock (Founder of the Law Firm Editorial Service) walks through seven tips for writing conference recaps and takeaways that are so good, your readers feel compelled to share them with their colleagues.

Those tips are:

1. Use a “me and/or them” mindset to filter what matters to you versus your target audience;

2. Apply the “O-K-So?” framework to your descriptions of the presentations you attended and are reporting on;

3. Brevity over bulk;

4. Share valuable materials you received at the conference, such as presentations and whitepapers;

5. Capture the conference "vibes;"

6. Write a compelling thematic headline; and

7. Be timely, but don't rush the final product.

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Learn more about Wayne Pollock at https://www.linkedin.com/in/waynepollock

Learn more about the Law Firm Editorial Service at https://www.lawfirmeditorialservice.com

Learn more about Copo Strategies at https://www.copostrategies.com

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Do you want to elevate your thought leadership, distinguish yourself from your competitors, and never again be your target clients’ second choice?

Our Legal Thought Leadership Accelerator is a FREE five-day educational email course, in which you will learn five advanced principles for conceptualizing and crafting revenue-generating legal thought leadership that positions you to be your target clients’ top choice over your competitors (and the one the media regularly calls and conference organizers regularly put on stage).

Learn more: www.LTLAccelerator.com

Practice Pointer: Seven tips for writing conference recaps readers can't help but pass on to their colleagues

Like deliveries from the milkman, people wearing suits and dresses whenever they left their homes, and smoking/non-smoking sections in restaurants, attorneys writing their own thought leadership articles is a relic from yesteryear—and should follow the same fate as those once-upon-a-time staples of everyday life.

In this episode, Wayne Pollock (Founder of the Law Firm Editorial Service) walks through four reasons why attorneys should not write their own thought leadership articles—besides the issue of them having to invest non-billable time to do so:

1. Attorneys know how to write for the practice of law, not for marketing and selling the practice of law.

2. Attorneys approach thought leadership from a legal perspective, not a marketing perspective.

3. The overwhelming majority of attorneys don't understand best practices for thought leadership.

4. Most attorneys will never get better at writing thought leadership because they do it so rarely and as an add-on to their core legal practice.

 

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Learn more about Wayne Pollock at https://www.linkedin.com/in/waynepollock

Learn more about the Law Firm Editorial Service at https://www.lawfirmeditorialservice.com

Learn more about Copo Strategies at https://www.copostrategies.com

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Do you want to elevate your thought leadership, distinguish yourself from your competitors, and never again be your target clients’ second choice?

Our Legal Thought Leadership Accelerator is a FREE five-day educational email course, in which you will learn five advanced principles for conceptualizing and crafting revenue-generating legal thought leadership that positions you to be your target clients’ top choice over your competitors (and the one the media regularly calls and conference organizers regularly put on stage).

Learn more: www.LTLAccelerator.com

Practice Pointer: Four reasons—besides billable hours—attorneys shouldn't write their own thought leadership

Most professionals using AI for content creation are making the same mistake: they're following the "box instructions" and getting bland, forgettable results that scream "AI-generated."

In this episode, Wayne Pollock (Founder of the Law Firm Editorial Service) breaks down the perfect analogy for AI-assisted thought leadership: boxed brownie mix. Just like boxed brownies, your AI-assisted content can be basic and forgettable, or it can be impressive and memorable.

It all depends on how much of yourself you add to the mix and whether you can "spice up" AI-generated content with your unique perspective and voice.

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+ Learn more about Wayne Pollock, the host of Legally Contented and the founder of the Law Firm Editorial Service: https://www.linkedin.com/in/waynepollock

+ Learn more about the Law Firm Editorial Service:
http://www.lawfirmeditorialservice.com

+ Do you have any idea how much money your firm is losing when its lawyers write thought-leadership marketing and business development content themselves?

Learn how much with the Law Firm Editorial Service's Thought Leadership Cost Calculator:
http://www.WriteLessBillMore.com

+ Do you want to elevate your thought leadership, distinguish yourself from your competitors, and never again be your target clients’ second choice?

Our Legal Thought Leadership Accelerator is a FREE five-day educational email course, in which you will learn five advanced principles for conceptualizing and crafting revenue-generating legal thought leadership that positions you to be your target clients’ top choice over your competitors (and the one the media regularly calls and conference organizers regularly put on stage):

https://www.lawfirmeditorialservice.com/legal-thought-leadership-accelerator

+ Check out blog posts and videos designed to help you and your colleagues improve their content marketing and thought-leadership marketing efforts:
https://www.lawfirmeditorialservice.com/blog
https://www.lawfirmeditorialservice.com/videos

+ Do you have a question about content marketing or thought-leadership marketing you would like us to answer on a future Practice Pointer episode? Please email us at hello@legallycontented.com

Practice Pointer: Your AI-written thought leadership tastes like boxed brownies. Here's how to fix it.

In this episode, Wayne Pollock (Founder of the Law Firm Editorial Service) discusses how to inject storytelling into legal thought leadership.

Everyone says you need "storytelling" in your legal marketing. But how are you supposed to tell a story when you're writing about court decisions or legal or industry trends?

If you try to force a story into a standard piece of legal thought leadership, it usually fails.

In this episode, Wayne breaks down the specific article type that solves this problem: The "Best Practices" article. This approach allows you to shift the focus from legal updates to real-world client success stories without sounding like a promotional sales brochure.

Wayne discusses how to frame your strategies as objective best practices, how to put the reader in your client's shoes, and how to overcome the common fears attorneys have about sharing their "special sauce."

By using the Best Practices framework, you demonstrate your expertise and authority while making your content as refreshing and consumable as a cool lemonade on a hot day.

#LegalMarketing #ThoughtLeadership #ContentMarketing #LegalWriting #Storytelling #LawFirmMarketing

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+ Learn more about Wayne Pollock, the host of Legally Contented and the founder of the Law Firm Editorial Service: https://www.linkedin.com/in/waynepollock

+ Learn more about the Law Firm Editorial Service:
http://www.lawfirmeditorialservice.com

+ Do you have any idea how much money your firm is losing when its lawyers write thought-leadership marketing and business development content themselves?

Learn how much with the Law Firm Editorial Service's Thought Leadership Cost Calculator:
http://www.WriteLessBillMore.com

+ Do you want to elevate your thought leadership, distinguish yourself from your competitors, and never again be your target clients’ second choice?

Our Legal Thought Leadership Accelerator is a FREE five-day educational email course, in which you will learn five advanced principles for conceptualizing and crafting revenue-generating legal thought leadership that positions you to be your target clients’ top choice over your competitors (and the one the media regularly calls and conference organizers regularly put on stage):

https://www.lawfirmeditorialservice.com/legal-thought-leadership-accelerator

+ Check out blog posts and videos designed to help you and your colleagues improve their content marketing and thought-leadership marketing efforts:
https://www.lawfirmeditorialservice.com/blog
https://www.lawfirmeditorialservice.com/videos

+ Do you have a question about content marketing or thought-leadership marketing you would like us to answer on a future Practice Pointer episode? Please email us at hello@legallycontented.com

Practice Pointer: This is the BEST way to inject storytelling into your legal thought leadership

Wayne Pollock (@wpollock) · Zencastr

Wayne Pollock (@wpollock)

For lawyers, law firms, and companies serving the legal industry, content marketing and thought leadership marketing are a must if they want to build their books of business or increase their revenues. Each episode, Wayne Pollock, a former Am Law 50 senior associate and the founder of the Law Firm Editorial Service, interviews lawyers and legal industry in-house marketers who are doing big things with their content marketing and thought leadership marketing. If you are a lawyer, a law firm marketer, or a marketer at a company serving the legal industry and want to stay apprised of the best practices in content marketing and thought leadership marketing in the legal industry, this is the podcast for you.