Marketing Perspectives, Client Services, Law Firm Partners

Eight reasons attorneys should be “on the record” about topics other attorneys are already covering

Copo Strategies + Law Firm Editorial Service on 5/12/2025

It’s tempting for attorneys to think they need not cover, through thought leadership, legal, business, or geopolitical developments other attorneys are covering. But if they don’t, they’re missing out on eight key benefits to...more

Billable Mindset, Strategic Blindspot: Why MBD Must Start Thinking Like Lawyers to Drive Change

Society54 on 5/5/2025

Lawyers are trained to build cases. They think in precedent, construct arguments, track hours, and quantify value through output. In contrast, Marketing and Business Development (MBD) professionals often operate on intuition,...more

Six reasons to avoid pop culture references in your thought leadership content

Copo Strategies + Law Firm Editorial Service on 4/9/2025

I appreciate the lengths some attorneys are wiling to go to inject creativity into their thought leadership to make it more enjoyable for their audiences to consume. Referencing pop culture or using trendy slang words is a...more

Want your thought leadership articles to be read? Spend more time on THIS

Copo Strategies + Law Firm Editorial Service on 3/11/2025

If you’re not nailing the introductions to your thought leadership articles, good luck getting your audience to stay long enough to skim, let alone read, your articles - Far too many professionals, including attorneys,...more

Consider a business development-led approach to your firm’s thought leadership

Copo Strategies + Law Firm Editorial Service on 11/11/2024

Thought leadership content focused on your clients’ issues can be a more effective tool than thought leadership content focused on timely legal developments. Most law firms’ thought leadership strategy is driven by...more

Six ways to stay one step ahead of your competitors' content marketing/thought leadership efforts

Copo Strategies + Law Firm Editorial Service on 10/17/2024

In this video, Wayne Pollock (Founder of Copo Strategies and the Law Firm Editorial Service) explains six ways law firms can stay out in front of their competitors' content marketing and thought leadership marketing efforts. ...more

Stop writing case studies. Start writing these instead.

Copo Strategies + Law Firm Editorial Service on 10/9/2024

There’s a more effective—and versatile—tool for showcasing your law firm’s successful representations than case studies. Want to effectively show off your law firm’s recent client successes? Stop writing cringe...more

Are you overlooking this connection between law firms’ thought leadership and their rates?

Copo Strategies + Law Firm Editorial Service on 9/24/2024

Research suggests clients are willing to pay a premium to work with law firms that consistently produce merely “good” thought leadership. Does your law firm want to charge clients premium rates for its services? If so,...more

Do this to prevent opposing counsel from using your thought leadership against your clients

Copo Strategies + Law Firm Editorial Service on 9/11/2024

There’s a ridiculously simple technique attorneys can employ to prevent opposing counsel from using their thought leadership in court papers against their clients. It’s not unusual for attorneys in certain legal practices...more

Debunking four misconceptions about thought leadership ghostwriting

Copo Strategies + Law Firm Editorial Service on 8/21/2024

Some people have misconceptions about thought leadership ghostwriting. Let’s debunk the four most prevalent ones. When you’re marketing a product or service that’s in a new or different category, misconceptions often...more

Six ways thought leadership can support your law firm’s strategic plan

Copo Strategies + Law Firm Editorial Service on 8/8/2024

Because of its versatility, thought leadership can play a pivotal role in helping law firms execute on their strategic plans. Many law firms have strategic plans that cover how their attorneys (and executives) want to grow...more

Early bird thought leadership is a positioning cheat code

Copo Strategies + Law Firm Editorial Service on 7/10/2024

When an attorney previews an upcoming legal or industry development, they position themselves as a go-to resource regarding it. Most attorneys and law firms use thought leadership to establish their knowledge and authority...more

Talk about philosophies — not just tactics — in your thought leadership

Copo Strategies + Law Firm Editorial Service on 6/12/2024

Discussing *why* you’d approach a legal issue a certain way can help you more quickly build rapport and trust with your target audiences than discussing *how* you’d approach it....more

Your thought leadership strategy should consider angles, not just topics

Copo Strategies + Law Firm Editorial Service on 3/26/2024

When you cover thought leadership topics from strategic angles, your thought leadership will more persuasively demonstrate that you have solutions to your current and prospective clients’ legal and business problems. ...more

Thought leadership is your secret crisis management weapon

Copo Strategies + Law Firm Editorial Service on 2/13/2024

Thought leadership is more than a marketing and business development tool. It is a secret crisis management weapon hiding in plain sight. There is an interesting connection between thought leadership, crisis management,...more

The burden is on YOU to keep the readers of your content engaged

Copo Strategies + Law Firm Editorial Service on 1/30/2024

When lawyers ask the readers of their marketing and business development content to parse legal jargon, jump through intellectual hoops, or simply wade through dense and uninteresting writing, they’ve failed....more

Plaintiffs’ firms often make this one mistake when talking to referral sources

Copo Strategies + Law Firm Editorial Service on 11/14/2023

Effective referral marketing content for plaintiffs’ firms does more than tout gaudy numbers. When plaintiffs’ attorneys and their firms publish content—including thought leadership content—aimed at their referral sources...more

How to engage your law firm’s “tire kickers” so that they become clients

Copo Strategies + Law Firm Editorial Service on 10/30/2023

Law firms should use educational email campaigns to nurture “tire kickers,” a.k.a. prospective clients, to convert them into clients. Some lawyers get frustrated by “tire kickers,” a.k.a. prospective clients who are not...more

With thought leadership, size matters, but not the way you might think

Copo Strategies + Law Firm Editorial Service on 9/25/2023

Keeping your thought leadership short gives you more opportunities to get in front of your target audiences while still allowing you to show off your knowledge and wisdom. Lawyers and other professional services providers...more

Client Centricity in Practice – Part One

International Lawyers Network on 6/16/2023

We recently held the ILN’s Annual Conference in Rio de Janeiro, and as part of the business sessions, our host firm, KLA Advogados, invited one of their clients to speak about “Client Centricity in Practice.” It was an...more

How to Take Client Service (and Business Growth) to the Next Level in 2023

JD Supra Perspectives on 1/18/2023

Rebecca Edwards and Beth Cuzzone explain how marketers and BD professionals can grow revenue by helping to take client relationships to the next level, outlining activities from low to high investment of time and resources....more

Not All Revenue Is Created Equal: Classifying and Prioritizing Client Tiers

Legal Marketing Association (LMA) on 12/2/2022

Once clients are classified in this manner, firms and lawyers can ensure that they make the best use of their time and resources in serving them....more

The four ways thought leadership can grease your business development skids

Copo Strategies + Law Firm Editorial Service on 11/22/2022

A consistent, calibrated thought leadership program could do the heavy lifting for your business development efforts, getting you 90% of the way there in terms of showing a prospective client you and your firm are the right...more

Thought leadership is a process, not a product

Copo Strategies + Law Firm Editorial Service on 10/25/2022

Contrary to what many lawyers and in-house legal marketers believe, thought leadership is a process, not a product. A process-driven thought leadership program is a successful thought leadership program....more

Not New, Just Normal: Three Ways to Elevate the Client Experience in 2020

JD Supra Perspectives on 9/4/2020

Current best practices for cultivating client relationships are not inherently new, unwieldy, nor unprecedented. Jenna Schiappacasse with an in-house perspective....more

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