Original slides from LawLytics legal marketing webinar presented on April 28, 2016 by Attorney and CEO Dan Jaffe.

1. Using Ghostwriters:
To Catalyze Growth or
Sustain Your Momentum

2. Dan Jaffe, Attorney & LawLytics CEO
›
● J.D. - 1998
● Admitted in WA & AZ
● 10 years in private law practice
● Built practices in Seattle & Phoenix
● 100+ jury trials to verdict
● Co-founded LawLytics in 2011
● 7+ years in legal technology

3. Who Is This Session For?
● LawLytics members who are considering delegating some or all
of their content creation.
● Any attorney who understands the power of content but is
finding it difficult to get started or to keep up.
● Those who are currently proxy writers or are considering it as a
career path.

4. Goals For This Session
● Identify the case for and against delegating content
creation.
● Provide a framework for effectively leveraging proxy
writers.
● Inspire you to start writing or start delegating.

5. You Need Content
Will you
write it?
Excellent!
Yes
Will you
delegate it?
You need
content.
No
Yes
You
need
content.
No

6. All Lawyers Are
Good Writers
Lacks
Authenticity
It’s
Misleading
It’s
Unethical
Arguments (Myths) Against Delegating

7. Keep Up With
Competition
A Pro Can
Do It Better
Your Time
Is Valuable
Consistent
Publishing
Reasons To Delegating

8. Is Delegating Content Right For You?
1) There is valuable information for your clients and PNCs,
2) that you don’t sufficiently address on your website,
3) that you lack the impetus to write.
Consider it if...

9. Freelance
Curated
Types Of
Proxies
Pros In-house
Freelance
Direct

10. What To Look For
Writing Skills
● Good at writing for
humans.
● Good at writing for
search engines.
● Understands modern
marketing triggers.
● Native level in target
language.
Legal Background
● Understands the
business of law.
● Understands legal
ethics.
● Understands and can
translate legalese.
Environment
● 100% focused on law.
● Defined editorial
process.
● Clearly defined
deliverables.
● Clear accountability.
Professionalism
● Project planning and
management skills.
● Communicates clearly
with you.
● Does not merely
summarize others’
copyrighted works.

11. A Strong Proxy Writing Foundation
Defined Project Management System
Clear Objectives
Defined Deliverables

12. Address
trending
topics now.
Avoid
overlap.
Adhere to
schedule.
Avoid
plagiarism
and
duplication.
Editorial
checks and
balances.
Get in
potential
clients’
heads.
An intuitive
and defined
work flow.
“SEO”
should not
be main
focus.
Proxy
Content
Essentials

13. When
content
creators go
rogue...
Other
Content
Delegation
Factors
Who gets the
byline?
Involvement
in editorial
process.
Clear
revision &
acceptance
parameters.

14. Remember
You are ultimately accountable.
Managing content is a skill and is time
consuming.

15. In Conclusion
Before you start, have a plan.

16. LawLytics Content Services
Partnering With Us For Content.

17. Quick Demo
Delegating Content
In The LawLytics Control Panel

18. Contact Us
Email: info@lawlytics.com
Call: 1-800-713-0161
Web: www.LawLytics.com/consultation/