August 5, 2011 nº 1,075 - Vol. 9


"Just remember - when you think all is lost, the future remains."

Dr. Robert H. Goddard

In today's Law Firm Marketing, How to market other practice areas within your firm.

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  • Top News

Europe adds to global shares rout

European stock markets fall sharply amid a crisis of confidence in the ability of eurozone leaders to deal with debt problems. Wall Street had its worst day for almost three years as shares tumbled on fears about the eurozone debt crisis and the US economic recovery. The Dow Jones index closed down more than 500 points, or 4.3%. It is nearly four years since the day, 9 August 2007, which for many of us marks the start of the credit crunch - that in turn precipitated both the worst global banking crisis and recession for at least 70 years. Banks and financial investors lost confidence that they could any longer value the trillions of dollars of financial products - asset backed securities, collateralized debt obligations - manufactured out of housing loans, especially poor-quality subprime housing loans.

Obama bars war criminals, rights violators from entering US

Obama issued a directive Thursday barring war criminals and human rights violators from entering the country. Under the new proclamation, which took effect immediately, the Secretary of State determines which criminals or violators will be allowed into the US. Additionally, Obama commissioned the Atrocities Prevention Board, a panel assisting in deterring genocidal violence, which will begin work within six months.

  • Crumbs

1 - French court orders investigation into Lagarde - click here.

2 - Supreme Court allows woman's application to take and store sperm from dead fiance, who was killed at level crossing - click here.

3 - Cargill recalls ground turkey linked to outbreak - click here.

4 - Disney wins dismissal of 'Cars' copyright-infringement suit - click here.

5 - Rescuers sue woman they saved from burning vehicle - click here.

6 - Google hires FTC patent expert - click here.

7 - 'Foreseeable' Chapter 11 filing could help Hooters - click here.

8 - Mubarak denies all charges as historic trial begins in Cairo - click here.

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  • MiMIC Journal

China arrests 2,000 people in food safety crackdown

China has arrested 2,000 people and shut down nearly 5,000 businesses in a clampdown on illegal food additives, after a series of food safety scares. The campaign was launched in April after scandals from glow-in-the-dark meat to buns injected with dye to make them look like a more expensive kind. Nearly six million food-related businesses have been investigated.

  • Law Firm Marketing

How to market other practice areas within your firm

by Trey Ryder

"Cross-selling" is the selling-based marketing term for your efforts to persuade clients to buy added services from different practice areas within your firm.

But the problem is, most lawyers don't like to sell -- and most clients don't like to be the target of a sales pitch. Think back to the last time you tried to talk with a client about another practice area. Your client immediately thinks, "Here comes the sales pitch," and looks for a way to avoid the discussion. You think, "I don't want to turn off the client, but I'm getting pressure to increase the services he buys from our firm."

I suggest you use the term "cross-marketing." This takes the element of sales out of the process, leaving you with the opportunity to market with dignity.

If you're like most lawyers, your clients have occasionally told you that they hired a lawyer at another firm because they did not realize you could provide the same service. Here's how to make sure clients, prospects and referral sources know the range of services you offer:

STEP #1: Create a marketing message for each practice area you want to promote. Write titles for your educational documents that will attract the specific types of clients you want. Appeal to both your clients' fear of loss and desire for gain. Make sure your marketing materials convey to prospects and clients that you can solve their problems. (If your prospects and clients are not aware that they have problems, then you first need to educate them about the problem so you can offer a solution.)

Your marketing message should consist of the following:

-- Educational materials that explain your prospect's problem and the solutions you can provide;

-- Biographical material that outlines your education, background and experience, along with your photo;

-- Articles you've written or in which you've been quoted, reinforcing the fact that you are an authority in your field;

-- Articles that support the depth of your prospect's problem, proof that your recommended solution works, or both, even if you have no connection to the articles;

-- Letters of recommendation from clients and colleagues attesting to your knowledge, skill, judgment and experience. (Testimonials are not allowed in some jurisdictions, so be sure to check your rules of professional conduct);

-- A detailed letter that explains the services you offer, answers frequently asked questions, and provides information about fees;

-- A one-page handout that explains the many benefits clients receive from hiring you;

-- A one-page handout that explains how you differ from other lawyers (your competitive advantages), listing reasons prospects hire you;

-- A one-page handout that lists objectives prospects want to achieve. Involve your prospect by asking him to fill out the form, check the objectives that are important to him, and then fax the form to you or bring it to your initial meeting; and

-- Information and advice about how to hire a lawyer in your field of law.

STEP #2: Offer this new packet of material to clients, prospects and referral sources through your

-- Newsletters. Offer educational materials from all practice areas in all of your newsletters. This gives readers the opportunity to request information in any areas where they have interests (interests you may not know they have). Don't limit your newsletter's offerings only to information about one practice area.

-- Web site. Offer educational materials from all practice areas on your web site. Include submit forms so prospects and clients can request more materials through your web site.

-- News releases. Send news releases to editors at the publications your prospects read. In those news releases, in addition to your news content, offer to mail your educational materials to anyone on request.

-- Advertising. Offer your educational marketing materials in print advertising and broadcast commercials.

-- Seminars. Offer forms at your seminars so attendees can request your educational materials from any or all of your practice groups. If you offer the materials themselves, your prospects and clients could pick up your materials and you might not know who took what. But when you offer a one-page form on which attendees can request materials, you can take those back to the office and fill their requests by mail or e-mail. Then you know exactly who is interested in which subjects.

-- Direct mail. Send a letter to your clients and prospects offering materials from all practice groups to everyone on your mailing list. You might enclose the fill-in-the-blank form that you use at seminars, on which prospects and clients can request your materials.

-- E-mail. Send an e-mail to all of your clients and prospects offering materials from all practice areas.

STEP #3: Invite clients to call you anytime they have a legal question or problem, even if the subject is not in your primary practice area. When you become your clients' first point of contact for all legal questions, you have the opportunity to direct the outcome of their calls. (In essence, you have the right of first refusal over all their legal matters.) You can handle the matter yourself, refer it to another lawyer within your firm, or refer it to an outside lawyer if your firm prefers not to handle it.

Successful cross-marketing hinges on three things:

#1. Who gets the call first. When you make it clear to clients and prospects that you are happy to serve as their primary contact for all legal questions, you increase your value and you have the opportunity to direct inquiries to other practice areas within your firm.

#2. The degree to which your clients know the services your firm offers. By creating educational materials for each practice group -- and by offering those materials to your entire client list -- you can track who has an interest in which subjects by watching which materials they request.

#3. Early and ongoing education and interaction with existing clients. The sooner you generate an inquiry from one of your firm's clients, the sooner you (1) learn of your client's interest in this new practice area, (2) provide educational material on the subject, and (3) start identifying your client's problem and the solutions you can provide.

When you market with education, you can attract your client's inquiry early in the process, long before your client approaches another lawyer -- and long before your client's need becomes known to another law firm.

This is how to effectively cross market services with dignity -- without selling.

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© Trey Ryder

FREE LAWYER MARKETING ALERT: If you'd like to receive Trey Ryder's weekly Lawyer Marketing Alert, send an e-mail to Trey@TreyRyder.com. Write "Subscribe LMA" in the subject line and write your name and e-mail address in the body of the message.

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  • Historia Verdadera

China – Perú

Las inversiones de las empresas chinas en el Perú llegarían a US$ 10 mil millones en el próximo quinquenio, impulsadas por el fortalecimiento de las relaciones bilaterales, según el presidente de la Cámara de Comercio Peruano China.

Fronteras

El director del Servicio Nacional de Migración de Panamá, Javier Carrillo, dijo que existe preocupación en América Central y México por la política de fronteras abiertas aplicada en países de sud América

Limites marítimos

El ex ministro de Relaciones Exteriores de Perú , José Antonio García Belaunde, fue designado, por el actual gobierno, como coagente de Perú ante La Haya. Junto con el anuncio, el canciller peruano, Rafael Roncagliolo, convocó en Lima a los abogados peruanos que son miembros de la comisión dedicada a seguir adelante la demanda marítima que interpusieran en la Corte Internacional.

  • Brief News

Italy likely 'to default'

Debt-laden Italy is likely to default, but Spain might just avoid it, according to a think tank. With the countries weighed down by debt, the think tank modelled "good" and "bad" economic scenarios for both. It found that Italy will not avoid default unless it sees an unlikely big jump in economic growth. Even though Italy has managed to run tight budgets, and has vowed to eliminate its deficit by 2014, the economy needs a significant boost in growth. They're still in use in parts of the Middle East, Latin America and Eastern Europe.

Behind bars: a brief history of the defendant's cage

The stark and humiliating images of former Egyptian leader Hosni Mubarak bedridden and held in a cage as his trial opened in Cairo may have been a shocking sight for many people around the globe. But cages in the courtroom, while far from common, are used in many countries. It is difficult to pin down precisely when the practice began, but it seems to have originated from a time "when captives were put in cages in ancient Rome and Mesopotamia." By the Middle Ages, he says, defendant's cages were a regular feature of many European courts. The original rationale for doing it was the fear that criminal defendants would attack or intimidate witnesses or judges. The use of cages has largely fallen off over time, but it persists to some degree around the world — places like Russia, Moldova, Uzbekistan, Armenia, Kuwait, Iraq and Egypt, as well as very occasionally for "especially violent criminals" in Spain, Italy, France and Germany. Even in the U.S., it is not unheard of.

Turkey undergoes a 'silent revolution'

For decades, Turkey's military leaders repeatedly launched coups and other interventions to bring about an end to civilian governments they felt were straying too far from the country's secular traditions. But with the resignations last week of the top Turkish commanders — including the chiefs of staff of each service branch — civilian authorities have, for the first time in the nation's history, clearly gained the upper hand.

Kraft to split into two companies

US food giant Kraft has announced plans to split into two independent companies by the end of next year. A global snacks business, with estimated revenues of $32bn, will include Trident gum, Oreo biscuits and Cadbury. The other company, a North American food business with revenues of $16bn, will take in brands including Kraft and Philadelphia cheeses, and Capri Sun. Kraft also reported a rise in profits for the second quarter to $976m.

Brazil defence minister resigns

Dilma Rousseff replaces Defence Minister Nelson Jobim, after he made disparaging remarks about colleagues.

Ashcroft immune from post-9/11 detainee lawsuit

The US Court of Appeals for the Ninth Circuit on Wednesday ruled that former US attorney general John Ashcroft is entitled to absolute immunity from the claims of a Muslim American detained for two weeks after the terrorist attacks on September 11, 2001. The ruling is consistent with the recent US Supreme Court decision in Ashcroft v. al-Kidd that reversed the appeal court's denial of Ashcroft's motion to dismiss. Ashcroft had appealed the decision of the Ninth Circuit appeals court that absolute and qualified immunity do not shield him from the suit.

France court orders probe of new IMF chief

A commission of the French Court of Cassation on Thursday ordered an investigation into the newly appointed Managing Director of the International Monetary Fund (IMF), Christine Lagarde, for her involvement in a $400 million arbitration agreement with French businessman Bernard Tapie. Tapie won a settlement with state-owned bank Credit Lyonnais in 2008 when Lagarde was acting as France's Finance Minister. A senior prosecutor contends that Lagarde "overstepped her authority" in allowing the arbitration to proceed because the controversy involved a state-owned institution. Furthermore, an investigation would be needed to determine whether Lagarde sufficiently probed the neutrality of one of the arbitration judges. The investigation will be ongoing for several months, after which a decision will be made about whether to send the case to trial.

ACLU probing 31 state law enforcement agencies on cell phone tracking procedures

The American Civil Liberties Union (ACLU) announced on Wednesday that their affiliates are sending approximately 375 requests for information in 31 states to reveal how law enforcement uses location data tracking on cell phones. Smartphones now come with built-in global positioning systems (GPS), allowing users' movements to be tracked by law enforcement agencies, sometimes prior to having the phone in custody. But the extent that police are practicing this remains uncertain. Most jurisdictions have never encountered cell phone tracking as a legal question, so police are generally not required to obtain a warrant.

Germany authorities says Facebook facial recognition violates European data protection law

The Hamburg Commissioner for Data Protection and Freedom of Information said Tuesday that Facebook is in violation of European data protection laws through its feature that automatically recognizes facial features and "tags" users when others upload photos of them. The commission alleged that Facebook has created the largest biometric database in the world.

NY seeks to intervene in BoA $8.5 billion pact

New York's attorney general will oppose Bank of America Corp's $8.5 billion settlement over repurchasing toxic mortgage loans, joining a growing number of unhappy mortgage bond buyers now fighting the pact reached with some of the largest institutional investors in the country.

ABA members to hear from Justice Breyer

Judicial election reform and legal education top the agenda of the association's annual meeting in Toronto.

News Corp. suits rise

News Corp. is facing about 35 privacy-invasion lawsuits against its News of the World, the tabloid at the center of the phone-hacking scandal. That is up from about two dozen in April.

  • Daily Press Review

European markets tumble on crisis fears
Al Jazeera, Doha, Qatar

Tantawi 'may testify' at Mubarak trial if asked
Asharq Al-Awsat, Pan-Arab daily, London, England

Assad allows Syria opposition parties
Egyptian Gazette, English-language, Cairo, Egypt

IDF redeploys Iron Dome due to increased Gaza rocket fire
Haaretz, Liberal daily, Tel Aviv, Israel

'Dozens killed in Hama as Syrian tanks, snipers deployed'
JPost, Conservative, Jerusalem, Israel

Europe adds to global shares rout
BBC News, Centrist newscaster, London, England

Death and hunger in Syria's Hama
CNN International, London, England

I'm so proud of necklace bomb girl, says her dad
Daily Express, Conservative tabloid, London, England

Girl, 17, with stomach ache astonished to find she is pregnant and going into LABOUR
Daily Mail, Conservative daily, London, England

Has he taken it too far? Gerard Butler displays noticeably slimmer frame at Hollywood luncheon
Daily Mail, Conservative daily, London, England

Gaddafi son dead claim
EuroNews, International news, Ecully Cedex, France

FINANCIAL CRISIS: European markets tumble amid euro zone debt fears
France 24, Issy-les-Moulineaux, France

NASA spacecraft data suggest water flowing on Mars
Hurriyet Daily News, (Liberal, English-language), Istanbul, Turkey

Polar bear attacks UK schools party
Independent The, London, England

Russian stock market suffers jitters
Moscow News The, Independent, Moscow, Russia

Nick Harvey says defence budget must increase in real terms
Telegraph The, Conservative daily, London, England

Rowan Atkinson: Mr Bean star leads Top Gear's celebrity lap table
Telegraph The, Celebrity news, London, England

SET index drops 30.63 points
Bangkok Post, Independent, Bangkok, Thailand

US unveils plan to deter, prevent genocide
China Post, English-language daily, Taipei, Taiwan

Super Junior Hope to Go Beyond Asia with New Album
Chosun Ilbo, Conservative daily, Seoul, South Korea

Blast in Iran pipeline, oil jumps
Hindustan Times, New Delhi, India

Three BJP leaders arrested for tribal violence in Goa
India Times, Conservative daily, New Delhi, India

H.K. tourists slowly returning but yen remains hurdle
Japan Times, Independent centrist, Tokyo, Japan

Gadhafi son killed in raid: Report
New Zealand Herald, Conservative daily, Auckland, New Zealand

UNICEF says needs 315mln USD to help children in Horn of Africa (3)
People's Daily Online, English-language, Beijing, China

US teachers protest social media crackdown
Straits Times, Pro-government, Singapore

Fiction twist in Mosman plot
Sydney Morning Herald, Centrist daily, Sydney, Australia

Talks break down between Premier League and media
Taiwan News, English-language daily, Taipei, Taiwan

US: July jobs data could heighten Wall Street jitters
The Economic Times, Business, Mumbai, India

Jobless rate drops to 7.2%
Canadian Broadcasting Centre, Toronto, Ontario

Powerful typhoon set to bear down on China
Globe and Mail The, Centrist daily, Toronto, Canada

Asian, European Stocks Sell-Off Following U.S. Rout Thursday
International Business Times, Business news organization, New York, U.S

South America Unites Against "Irresponsible Debtors" in the North
IPS Latin America, International cooperative of journalists, Rome, Italy

July payrolls rise may soothe recession fears
Reuters, Business News, New York, U.S

Rebels say NATO strike kills Gaddafi's son Khamis
Reuters, World News, New York, U.S

Who gets private visits with Ford? Mayor's meeting partners revealed
Toronto Star, Toronto, Ontario

Sudan 'threatened UN helicopter'
BBC News, Centrist newscaster, London, England

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