January 13, 2017 nº 1,826 - Vol. 14

"Hope is a good breakfast, but it is a bad supper."

Francis Bacon

In today's Law Firm Marketing, How to dodge your prospects' inner critic using a single sentence

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  • Top News

Trump Organization handover plan slammed by ethics chief

The director of the US Office of Government Ethics has criticized Donald Trump's plan to hand control of his business empire to his sons before his inauguration on 20 January. The plan does not match the "standards" of US presidents over the last 40 years, Walter Shaub said. A Trump lawyer said earlier the new trust would face "severe restrictions" on new deals. But Shaub said the plan would not remove conflicts of interest. “Every president in modern times has taken the strong medicine of divestiture," he said, referring to a process whereby Trump would sell off his corporate assets and put the profits into a blind trust run by an independent trustee. At a news conference on Wednesday, lawyer Sherri Dillon said that management of the Trump Organization would be transferred to a trust controlled by Trump's sons Don and Eric and chief financial officer Allen Weisselberg. The Trump Organization is an umbrella company for Donald Trump's hundreds of investments in real estate, brands and other businesses. Outlining the structure, Dillon said Trump wanted Americans to have no doubt that he was "completely isolating himself from his business interests". The trio in charge "will make decisions for the duration of the presidency without any involvement whatsoever by President-elect Trump", she said. No foreign deals will be made and domestic deals will be subject to "vigorous vetting", she added. Soon after, Shaub said that the arrangement would not remove conflicts of interest for Trump since, unlike in a blind trust, he would still see information about the businesses and deals being made in the newspapers and on television. "His sons are still running the businesses and, of course, he knows what he owns," he said. Describing Trump's plan as "wholly inadequate", he said: "Nothing short of divestiture will resolve these conflicts."

US Senate takes first step to repeal ACA

Senate Republicans on Thursday took the first step required to begin the process of repealing the Affordable Care Act (ACA) by passing a resolution by a vote of 51 to 48, allowing the process not to be subjected to a filibuster. Democrats took the the floor to voice their disapproval of the repeal, worried about all of the Americans who might lose their health insurance under the repeal. This action is procedural, setting the stage to put forth a reconciliation bill, which would leave it immune to filibuster. (Click here)

  • Crumb

1 - US spy agencies in crisis over Trump claims - click here.

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  • MiMIC Journal

China crackdown sends Bitcoin sliding

Chinese spot checks on Bitcoin trading have hit the digital currency's value. China's central bank said it wanted to investigate market manipulation, money laundering and unauthorized financing. Chinese exchanges trading in the currency have seen the price of Bitcoin fall more than 16%. The move comes as Beijing's tries to crack down on money flowing out of the country illegally. The weakening yuan has prompted many people to try to buy foreign currencies. The Bitcoin currency had soared to record highs in the first days of 2017, a rise attributed largely to strong demand from China, where most Bitcoin trading takes place.

Chinese school sets up 'marks bank' to reduce stress

A Chinese high school has come up with an innovative way to help struggling students - a "marks bank". The Nanjing Number One Secondary School has rolled out a scheme where student can "borrow" marks to top up low scores so they can pass their tests. The school said it was aimed at reducing the stress of taking exams. The scheme has become a talking point in China which has seen rising concern over an education system still reliant on high-pressure examinations. The school introduced the scheme in November last year for 49 students in an elite program aimed at grooming them for entry into US colleges. They can "borrow" marks from the bank for certain subjects deemed to require more effort in studying, such as languages, biology, chemistry and history. They incur a debt when they "borrow" marks, and are expected to repay it with marks scored in subsequent tests. To encourage students to improve in their subjects, they can be charged "interest" if they do not repay their loans quickly enough. And just like in a real bank, the students will be given "credit scores", based on their behavior records, school attendance and fulfilment of classroom cleaning duties. Students can also be "blacklisted" from borrowing if they fail to repay their loans on time.

  • Law Firm Marketing

How to dodge your prospects' inner critic using a single sentence
By Tom Trush

If you need an easy way to dodge your prospects' inner critic and write a marketing message (in about 60 seconds) that's practically impossible to resist, then the few minutes you spend reading this article will be the most valuable time investment you make all day.

What you're about to discover is one of my favorite secrets for capturing control of readers' eyeballs and luring them deeper into my copy.

This secret is simple to apply to your marketing materials because it's a fill-in-the-blank formula.

When you use this secret, you'll pre-qualify your prospects. In fact, they'll know you're talking directly to them after just a single sentence -- as if you're together at a coffee shop having a casual conversation.

Here's the secret formula:

If (insert your prospect's problem(s) or desired result(s)), then (insert your bold promise).

Simple stuff, right?

What makes this approach so effective is it exploits Mother Nature's influence. Our brains are biologically programmed to follow the logic of "if/then" statements. So your prospects are more willing to accept your written words as truth, even before you present evidence.

Stop here for a minute and read the first sentence of this article again.

Notice how I targeted you as someone who should read this piece by enticing you with two desired outcomes. Since you read this far, you demonstrated your need for the information.

More importantly, you came to the decision yourself. There was no pressure to continue reading.

Below is a longer variation of an "if/then" statement. I'm using this one on the sales page for my Running Audio product:

If you need to increase your energy so you can't wait to get off the couch and run ...

If you need to eliminate the negative voice inside your head that encourages you to stop when training ...

If you need to overcome the mental hurdles that keep you from achieving your goals ... but don't have the time (or money) for extensive training programs ... then what you're about to read is the simple solution you've been looking for.

What I want you to see in this example is how I was specific in describing desired outcomes. A statement such as "If you want to know how to run faster, then you need this training program." wouldn't be nearly as effective because the wording is weak and the outcome applies to too many people.

When you're specific in describing your prospects' problems or desired outcomes, you make it easier for them to relate to your product or service.

Here are a few questions to help you begin writing your "if/then" statement:

> What thoughts are your prospects having right now?

> What situations are they trying to avoid?

> What information can you offer that would make their lives easier?

Tom Trush is available at http://www.writewaysolutions.com/blog/free-book-offer/.

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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

Inversiones

El colombiano Grupo Corona y Cementos Molins de España iniciaron la construcción de una planta de producción de cemento en el país sudamericano con un costo de US$ 238 mlls. El diseño, construcción y puesta en marcha de la planta ubicada cerca al municipio de Sonsón, en el departamento de Antioquia, al noroeste de Colombia, está a cargo de OHL Industrial, una multinacional española que pertenece al Grupo OHL.

Decreto

El Gobierno de Brasil agiliza el trámite de un decreto que permitiría a empresas extranjeras tener un 100 % de propiedad de aerolíneas con sede en el país. Según la prensa local, la norma presidencial también impulsaría la aviación regional con subsidios para favorecer a aviones más pequeños, como aquellos ensamblados por el fabricante nacional Embraer SA.

Hierro

El Gobierno de Bolivia espera que la firma china Sinosteel Equipment empiece en este primer trimestre la construcción de la planta Siderúrgica del Mutún, luego de resolverse observaciones del Eximbak, que facilitará el crédito para la obra. La Empresa Siderúrgica del Mutún (ESM) subsanó en diciembre del año pasado las observaciones que presentó el Eximbank de China, incluida la ficha ambiental, para poder viabilizar el financiamiento del proyecto.

  • Brief News

Fiat accused over emissions software

Fiat Chrysler has been accused of not telling authorities about software that regulates emissions in thousands of its diesel vehicles. The US Environmental Protection Agency (EPA) said the company broke the law by installing, but failing to disclose, the technology in more than 100,000 Jeeps and Dodge vehicles. The agency said the software caused higher nitrogen oxide levels. Fiat Chrysler boss Sergio Marchionne said the firm had done nothing illegal. "There was never any intent of creating conditions that were designed to defeat the testing process. This is absolute nonsense," he added. The EPA said Fiat Chrysler could be liable for fines of about $44,500 per vehicle, which would mean a total of about $4.6bn. Shares in Fiat Chrysler ended the day 10.3% lower in New York and closed 16% lower in Milan. (Click here)

Trump top nominees Pompeo and Mattis warn of Russia threat

Trump's nominees for defense secretary and spy chief have been taking aim at Russia during their Senate confirmation hearings. General James Mattis, defense secretary nominee, warned Nato was under its biggest attack since World War Two. Mike Pompeo, Trump's pick to lead the CIA, said Moscow posed a threat in Europe and was "asserting itself aggressively" in Ukraine. The tough talk follows Trump's call for warmer relations with Moscow. Mattis described Nato as the most successful military alliance in modern history, clashing with Trump's comments undercutting the almost 70-year-old organization. He also gave his support to the intelligence community, saying he had a "very, very high degree of confidence" in them despite the president-elect's recent doubts over their assessments. Asked what was the greatest security threat to the US, Pompeo cited terrorism foremost and lumped Russia in behind North Korea and China.

US visa-free residency for Cubans ends

Obama has ended the longstanding policy that grants residency to Cubans who arrive in the US without visas. The 20-year-old policy allows Cuban migrants who reach US soil to become legal permanent residents after a year. In exchange, Havana has agreed to start accepting Cubans who are turned away or deported from the US. Many Cubans in the US say Washington is rewarding a regime which has failed to address human rights concerns. But Obama is trying to continue the thawing of relations with Cuba in his final days of office. "With this change we will continue to welcome Cubans as we welcome immigrants from other nations, consistent with our laws." (Click here)

MEPs vote on robots' legal status

MEPs have called for the adoption of comprehensive rules for how humans will interact with artificial intelligence and robots. The report makes it clear that it believes the world is on the cusp of a "new industrial" robot revolution. It looks at whether to give robots legal status as "electronic persons". Designers should make sure any robots have a kill switch, which would allow functions to be shut down if necessary, the report recommends. Meanwhile users should be able to use robots "without risk or fear of physical or psychological harm." The report suggests that robots, bots, androids and other manifestations of artificial intelligence are poised to "unleash a new industrial revolution, which is likely to leave no stratum of society untouched". The new age of robots has the potential for "virtually unbounded prosperity" but also raises questions about the future of work and whether member states need to introduce a basic income in the light of robots taking jobs. Robot/human relationships raise issues around privacy, human dignity (particularly in relation to care robots) and the physical safety of humans if systems fail or are hacked. The report acknowledges that there is a possibility that within the space of a few decades AI could surpass human intellectual capacity.

Cyprus talks to continue at expert level

Cyprus peace talks will soon continue at the expert level, the Greek and Turkish foreign ministers say. Key stumbling blocks to reaching a deal include the return of property to tens of thousands of Cypriots who fled their homes in 1974, and the question of whether any Turkish troops will remain in northern Cyprus after reunification. Turkey still has 30,000 troops stationed in the island's north, whose presence Greece opposes. The end goal is for the Greek Cypriot and Turkish Cypriot communities to share power in a two-state federation. Any deal would have to win the support of both Cypriot communities in separate referendums.

Syrian migrant launches Facebook 'fake news' legal fight

Facebook is facing legal action in Germany after a Syrian migrant who once took a selfie with Angela Merkel was falsely linked to terrorism in posts shared on the social media network. The legal action comes as Facebook has been facing significant pressure to combat the proliferation of fake news reports on its platform. In Germany, there have been numerous instances of false allegations on social media made against migrants and refugees. A Facebook representative said: "We received a takedown request from Mr Jun alleging that a specific item of content on our platform violates Modamani's right of personality. "Access to that reported content was quickly disabled, so we do not believe there is any basis for him to seek an injunction."

Takata shares rise on US airbag settlement reports

Shares of Japanese airbag manufacturer Takata have risen on reports it will settle a lawsuit with US regulators. The firm is expected to pay up to $1bn and plead guilty to criminal wrongdoing over faulty airbags, which have been linked to at least a dozen deaths and more than 100 injuries. Most major carmakers have been affected by the fault, with around 100 million Takata airbags recalled globally. Takata shares rose more than 16% in early Tokyo trading. (Click here)

Massachusetts court orders Exxon Mobil to turn over climate change documents

The Suffolk Superior Court in Massachusetts ordered on Wednesday Exxon Mobil to turn over 40 years' worth of documents on climate change. This ruling stems from a Civil Investigative Demand issued by Massachusetts Attorney General Maura Healy. Judge Heidi Brieger denied Exxon an emergency motion for a protective order that would have at least temporarily blocked Healey's inquiry into Exxon's knowledge and internal research on climate change. (Click here)

US expands sanctions on North Korea for human rights violations

The Obama administration expanded sanctions against North Korea for alleged human rights violations on Wednesday, adding to the list of North Korean officials on the Specially Designated Nationals List. The eight persons added to the list were all officials of the government of the North Korea or the the political party, Workers' Party of Korea, including Kim Jong Un's sister. The consequences of being added to the list includes freezing of all US assets and that no US individual or business may deal with people on the list.

DOJ indicts six Volkswagen employees over conspiracy to cheat emissions tests

The US Department of Justice on Wednesday announced that six high-ranking Volkswagen employees were indicted for their roles in a potential conspiracy to cheat emissions testing. At the same time as the announcement, Attorney General Loretta Lynch announced that VW pleaded guilty to three criminal felony charges and to pay a multi-billion dollar penalty. Those indicted include former VW head of engine development Jens Hadler, diesel engine engineer Richard Dorenkamp, former head of development Hainz-Jakob Neusser, quality manager Bernd Gottweis, former environment and qualify manager Juergen Peter. Justifying the pursuit of charges against individuals, Deputy Attorney General Sally Yates stated that "faceless multinational corporations don't commit crimes; flesh and blood people commit crimes."

Justice Department toughened approach on corporate crime, but will that last ?

After "too big to jail" criticism from the financial crisis, the department has had success pursuing corporate employees. Now the two prosecutors who led the push are leaving. Leslie R. Caldwell, who took over the Justice Department's criminal division, took a tough-on-crime approach to corporate investigations.

Amazon to add 100,000 jobs as bricks-and-mortar retail crumbles

The announcement by the online giant reflects what an economist sees as an inevitable process in which new industries rise and replace old ones.

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