August 26, 2011 nº 1,083 - Vol. 9

"The obstacle is the path."

Zen Proverb

In today's Law Firm Marketing, the headline genie who grants prospects' wishes.


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  • Crumbs

1 - Facebook adds new privacy controls - click here.

2 - The world's 100 most powerful women - click here.

3 - Apple ruling hits Samsung - click here.

4 - UBS to cut 3,500 jobs - click here.

5 - Google settles pharmacy ad probe for $500m - click here.


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  • MiMIC Journal

China banks post record profits as rivals stumble

China's five biggest banks posted first-half profits that surpassed the total of their 14 largest U.S. and European rivals, highlighting the Asian nation's financial power as other economies falter.

China military 'closing key gaps'J-20 stealth fighter jet

China is on course to build a modern military by 2020, potentially threatening regional stability, the Pentagon says in a report China calls "cock-and-bull".

  • Law Firm Marketing

The headline genie who grants prospects' wishes

by Tom Trush

With proper preparation, today's copywriting tip won't take you long to learn or incorporate into your next marketing piece.

What I'm about to reveal is the easiest way to write powerful headlines that capture attention and keep prospects reading your marketing materials.

But first we must lay some groundwork by identifying your target prospects. So who is your market? What are their ages and gender? What is their income level?

Also, what are their biggest concerns, emotions and needs? And what information or help do they need to deal with them?

Once you understand the answers to these questions, you're ready to perform some genie magic. So begin by envisioning yourself having a face-to-face conversation with your ideal prospect.

Now, just like the genie who appears from Aladdin's lamp, imagine telling that prospect you can grant any wish related to your business.

Here's what you might say:

"If I could use my legal services to grant you one wish, what would it be?"

Your prospect's response is what is sometimes labeled a "hidden benefit."

Ted Nicholas, a legendary copywriter, recently revealed he used this same strategy to sell more than 200,000 copies of his book, "How to Form Your Own Corporation Without a Lawyer for Under $75."

His headline read ...

The Ultimate Tax Shelter

I recently used this technique to come up with a headline for an IT staffing services company ...

Get the Guaranteed Best IT Professionals Whenever You Need Them

Easy stuff, right?

Once you have your "hidden benefit," make sure it's the first copy your prospects see when reading your marketing materials.


© Trey Ryder

FREE LAWYER MARKETING ALERT: If you'd like to receive Trey Ryder's weekly Lawyer Marketing Alert, send an e-mail to 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


El Gobierno argentino volvió a rechazar hoy un proyecto para la construcción de una represa cerca de la frontera con Uruguay, en el que participa el empresario húngaro-estadounidense George Soros, por considerar que es "incompatible" con el tratado bilateral sobre el río fronterizo. En noviembre pasado la CSJ de Argentina había emitido un fallo ordenando la suspensión de la construcción por 90 días. (Presione aquí)

Comercio exterior

El gobierno de Estados Unidos emitió una alerta de importación para impedir el paso de cargamentos de papaya provenientes de México, ya que en una investigación realizada encontraron en las muestras una tasa de contaminación por Salmonella del 15.6% en este producto. (Presione aquí)


La empresa colombiana perteneciente al Grupo Carvajal llegó a un acuerdo para comprar al Grupo Convermex en México, tercer productor mundial y líder del mercado mexicano en vasos de poliestireno expandido, EPS. Con esta operación, Carvajal Empaques busca convertirse en uno de los jugadores más importantes de Latinoamérica en este segmento del mercado, teniendo en cuenta que Convermex, cuenta con operaciones en México y Estados Unidos.

  • Brief News

Brazil's freedom of information law under threat

Brazil's long-awaited freedom of information law is once again under threat. Senator and disgraced ex-President Fernando Collor, who was impeached in 1992 by the very Senate he now serves, has proposed radical revisions to the freedom of information bill 41/2010. A freedom of information law is viewed to be one of the principal pillars of transparency and social accountability needed to better combat endemic corruption in Brazil. Given Collor's intent, the freedom of information bill will almost certainly forfeit normal legislative procedure. Dilma Rousseff will have to work with Senate leader to either a) issue an "urgency petition" in order to force the bill out of committee, for an open floor vote, or b) pursue a floor vote that will ultimately approve the bill as it stood before Collor's amendments.

Google in drug ad settlement

Google has agreed to pay $500m to settle accusations it allowed online Canadian pharmacies to advertise drugs to Americans via its AdWords service. The payment, announced by the US justice department, means the company will not face criminal charges. Google was aware that US law bars most importation of drugs from pharmacies outside the country. The sum represents revenue Google earned from the adverts and the pharmacies' earnings.

Tax deal with the Swiss

Undeclared money held by UK taxpayers in Swiss accounts will be taxed for the first time. Under the terms of the agreement, the Swiss will tax the bank accounts of the UK taxpayers from 2013 and transfer the money directly to the Treasury - offering an opportunity in the near future for tax dodgers to move their funds to other havens. The accounts in Swiss banks will be taxed at between 19% and 34% on the principal sum hidden, depending on how long the account has been running. The Swiss have agreed to make an initial down-payment of 500m Swiss francs (£385m). From 2013, the account holders will also face an annual levy of between 27% and 48% on the income from their accounts, depending on whether it has arisen as capital gains, dividends or interest. The deal, part of the UK tax authority's efforts to track down and tax money hidden in offshore bank accounts, could initially see up to £5bn being handed to HM Revenue and Customs by the Swiss authorities. Some accountants and campaigners have criticized the ongoing anonymity that the deal allows. Such deals are rare, although a similar deal was agreed earlier this month between Germany and the Swiss authorities.

Hurricane Irene churns towards US

Six states along the east coast of the US declare emergencies ahead of the arrival of Hurricane Irene, which has already caused havoc in the Caribbean. Mandatory evacuations have been ordered in parts of Delaware, Maryland, New Jersey and North Carolina.

Short sellers may spend another month on european sidelines

Investors may face another month of short-selling curbs in Europe after French, Italian and Spanish financial regulators extended temporary bans introduced this month in a bid to stem market volatility.

Can patent reform encourage innovation and bolster the economy?

A new bill would allow the U.S. patent office to set its own fees, clear a backlog of applications and possibly stem the tide of patent lawsuits. The bill would allow the U.S. Patent and Trademark Office to set its own fees, in the hopes that it would be able to clear a years-long backlog of patent applications. The measure would also create a post-grant review process to allow challenges to bad patents, and would grant patents to the first inventors to file, rather than requiring inventors to show they were the first to develop an innovation. But companies still feel that they need ammunition to stem the flood of legal challenges, which is why tech companies like Google, Apple Inc and Microsoft Corp have spent billions of dollars to protect their products. There were 2,296 patent lawsuits in 2000 in district courts. That number rose 23 percent to 2,833 in 2010 and is on track to hit 3,000 this year unless the economy declines again. In addition, the number of defendants per lawsuit has risen -- from an average of two in 2000 to three in 2010. The stakes are high in patent litigation. There is some hope that the pending legislation could make a small dent in the growth of patent litigation.

Buffett buys into Bank of America

Warren Buffett is investing $5bn in Bank of America and says he could buy more shares down the road. The famous investor's decision to buy into the banking giant sent its share price higher, though the company still has to contend with big challenges.

Gold price drops sharply on US economy hopes

The price of gold has plunged 9.3%, after hitting a record $1,913.50 an ounce on Tuesday, as markets became more upbeat about the economy. By late trading in Asia on Thursday, the precious metal had dropped to $1,738, while stock markets continued to rally. Its price has risen steadily this month during a tumultuous period on the markets caused by fears about the global recovery and euro debt crisis. Some predict that Federal Reserve chief Ben Bernanke will signal a new round of quantitative easing to try to kick start the US's sluggish economy when he speaks at a gathering of central bankers on Friday.

New deportation rules give boost to gay rights

The government says it will now prioritize deportations, giving lower priority to those with families in the U.S. The Obama administration has included same-sex couples in its definition of family. But immigration control groups are blasting the new policy.

Mladic given 6 days to answer ICTY request to split trial

The International Criminal Tribunal for the former Yugoslavia - ICTY on Thursday gave former Serbian general and alleged war criminal Ratko Mladic six days to respond to a motion to split his trial. The ICTY hopes to hold one trial for his conduct during the Srebrenica massacre, where approximately 8,000 people were killed, and one for all of his other charges during the Bosnian civil war. Mladic appeared in court and remained silent. Afterward, in a closed session, he discussed his health.

El Salvador high court refuses to arrest soldiers accused of murdering priests

The Supreme Court of El Salvador on Wednesday blocked the arrests and extradition of nine former soldiers accused of committing the 1989 "Jesuit Massacre," defying Interpol red notices for the suspects. The court said that Spain had not presented a formal extradition request in its attempts to prosecute the individuals through universal jurisdiction, stating that Interpol's warrant only required the suspects to be located, not detained or extradited for trial elsewhere.

Nigeria anti-corruption agency ineffective

Corruption in the Nigerian government has become endemic, Human Rights Watch - HRW reported Thursday, criticizing the Economic and Financial Crimes Commission - EFCC particularly and the administration of President Goodluck Jonathan generally. Although the agency has arraigned 45 different government officials, HRW believes their trials are moving too slowly and is concerned about the small sentences for the four officials who have been convicted. Due to corrupt officials siphoning the profits from Nigeria's vast oil reserves, human rights programs receive little funding and have not advanced in the nation.

New Jersey high court creates new guidelines for eyewitness evidence

The New Jersey Supreme Court on Wednesday ruled that eyewitness-based evidence should be treated more cautiously by New Jersey courts, issuing new guidelines for judges. The court instructed that judges in future cases should hold pretrial hearings to determine all possible variables to the eyewitness testimony as well as administering jury instructions, sometimes mid-way through trial, that explain possible variables specific to the case that could have eroded a witness' memory of the incident. The unanimous opinion relied largely on several scientific studies that have discredited eyewitness testimony.

US to require employers to post unionization rights

The National Labor Relations Board issued new regulations yesterday that require companies to put posters on their bulletin boards that inform employees about their rights to unionize under federal law.

Groupon's CEO lashes out at critics ahead of IPO

Groupon Inc CEO Andrew Mason, lashing out at what he called "insane" and "hilarious" criticism in the media, defended the daily-deals website's record and growth strategy in a lengthy memo to employees on Thursday. Glimmers of frustration showed in a humor-laced three-page memo written with characteristic dry wit. Mason, whose company is speeding toward an IPO that sources pin around September, defended the use of a controversial accounting metric that was eventually dropped, and dismissed concerns about competition from the likes of Google and Facebook. Mason argued that rival services were "small and not growing" and waved off accusations Groupon was "buying customers" by splurging on marketing -- two key concerns on Wall Street ahead of its market debut. Analysts say Groupon's IPO plans had been dented by a stock market slump and new financial disclosures that suggest the daily-deal company's business is slowing in North America.

  • Daily Press Review

Rebels fight for control of Tripoli district
Al Jazeera, Doha, Qatar

From Holy warrior to hero of a revolution: Abdelhakim Belhadj
Asharq Al-Awsat, Pan-Arab daily, London, England

Israeli raids kill 8 Gazans in 24 hours: medics
Egyptian Gazette, English-language, Cairo, Egypt

Islamic Jihad: Gaza factions agree to new cease-fire with Israel
Haaretz, Liberal daily, Tel Aviv, Israel

PA arrests professor who criticized Nablus university
JPost, Conservative, Jerusalem, Israel

UN calls for restraint in Libya
BBC News, Centrist newscaster, London, England

Libyan funds to flow to rebels in 'days'
CNN International, London, England

River discovered underneath Amazon
Daily Express, Conservative tabloid, London, England

Hurricane Irene path 2011: Running from the storm: Tens of thousands flee Hurricane Irene as experts predict a 'nightmare scenario' for the Eastern seaboard
Daily Mail, Conservative daily, London, England

Courteney Cox shows off her lacy bra in a sheer top as she dines with ex-husband David Arquette
Daily Mail, Conservative daily, London, England

Libyan rebels claim unity
EuroNews, International news, Ecully Cedex, France

LIBYA: Libya's NTC transfers leadership to Tripoli
France 24, Issy-les-Moulineaux, France

US and South Africa strike a deal to unlock $1.5bn of Libyan assets
Independent The, London, England

SET index drops 10.85 points
Bangkok Post, Independent, Bangkok, Thailand

French Socialists celebrate expected dismissal of Strauss-Kahn rape case
China Post, English-language daily, Taipei, Taiwan

Can Park Geun-hye's N.Korea Policy Work?
Chosun Ilbo, Conservative daily, Seoul, South Korea

Oz immigration officials cancel student visas of 55 Indians
Hindustan Times, New Delhi, India

Naga militants kidnap 12-yr-old boy, seek ransom
India Times, Conservative daily, New Delhi, India

Leaks in Armstrong case addressed
Japan Times, Independent centrist, Tokyo, Japan

Slain SAS soldier returns to NZ
New Zealand Herald, Conservative daily, Auckland, New Zealand

Sudan recognizes Libya's National Transitional Council
People's Daily Online, English-language, Beijing, China

German police phasing out German Shepherds
Straits Times, Pro-government, Singapore

Hidden camera warning
Sydney Morning Herald, Centrist daily, Sydney, Australia

CNOOC 1H profit up 51 pct, says sorry for spill
Taiwan News, English-language daily, Taipei, Taiwan

Japanese cash in on gold price boom
The Economic Times, Business, Mumbai, India

Parliament set for Layton's lying-in-state
Canadian Broadcasting Centre, Toronto, Ontario

Gadhafi's Bab al-Aziziya compound falls
Globe and Mail The, Centrist daily, Toronto, Canada

U.S. Postal Service Facing Gloom of Night
International Business Times, Business news organization, New York, U.S

Fragmented Efforts to Save Honduran Mangroves
IPS Latin America, International cooperative of journalists, Rome, Italy

Stock futures pare losses after durable goods
Reuters, Business News, New York, U.S

Hurricane Irene strengthens on path to U.S. coast
Reuters, World News, New York, U.S

John Honderich: 30 years of knowing Jack Layton
Toronto Star, Toronto, Ontario

Rebels pushing to secure Tripoli
BBC News, Centrist newscaster, London, England


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