March 3, 2017 nº 1,843 - Vol. 14

"Concentrate all your thoughts upon the work at hand. The sun's rays do not burn until brought to a focus."

Alexander Graham Bell

In today's Law Firm Marketing, How to prove your capabilities without sounding like an "expert"

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  • Top News

Trump promises 'aggressive' action on trade to protect US

Trump's administration has signalled a new and "aggressive" approach to international trade. In a new report to Congress, the administration promises to use "all possible leverage" to encourage other countries to give US producers fair reciprocal access to their markets. The aim is to enhance, not restrict, trade and competition, the report says. But it says the "Trump administration will act aggressively as needed to... encourage true market competition". The new president's election campaign featured sharp criticism of US trade agreements and the conduct of some of the US's trading partners. Trump rapidly took one step in this area, by deciding to pull out of the major trade agreement negotiated by the Obama Administration, the Trans-Pacific Partnership (TPP). The document sent to Congress, called the "President's 2017 Trade Policy Agenda", gives some further insight into how his administration is likely to proceed. There is a strong flavor of the "economic nationalism," favored by the President's chief strategist, Steve Bannon, although the report also expresses support for free and fair trade. Too often, the report says, Americans have been put at an unfair disadvantage in global markets. (Click here)

UN urges member states to end use of death penalty

UN High Commissioner for Human Rights Zeid Ra'ad Al Hussein reaffirmed the UN's long-standing position against the death penalty Wednesday and urged member states to end its use. In his opening statement at the biennial high-level panel discussion on the death penalty, Zeid condemned the practice by pointing to its infringement on human dignity. He went on to explain that the weight of impending death reaches beyond those sentenced and into the lives of the prisoner's children and other family members. He raised several implications with the death penalty and the ban on cruel, inhuman or degrading treatment or punishment, one of which was the lengthy mental anguish associated with prisoners on death row. Zeid stated that the use of the penalty likely violated the prohibition on torture, and had the potential to go against international human rights law. He ended by calling on member stated to abolish the death penalty completely. (Click here)

  • Crumbs

1 - Companies back transgender rights in Supreme Court fight - click here.

2 - Trump Attorney General Jeff Sessions under fire over Russia meetings - click here.

3 - U.S. appeals court tosses patent verdict against Apple - click here.

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  • MiMIC Journal

Russia and China veto Syria sanctions

Russia and China have vetoed a UN resolution to impose sanctions on Syria over the alleged use of chemical weapons. It is the seventh time Russia has vetoed a UN Security Council resolution to protect the Syrian government. China has also vetoed six Security Council resolutions on Syria since the civil war began in 2011. Syria agreed to destroy its chemical weapons in 2013 under an agreement negotiated between Russia and the US.

Chinese lawmakers' wallets have grown along with Xi’s power

The combined fortune of the wealthiest members of China's Parliament, or the National People's Congress, and its advisory body amounts to $500 billion.

  • Law Firm Marketing

How to prove your capabilities without sounding like an "expert"
By Tom Trush

How often do see words such as "expert," "skilled," "professional," or "knowledgeable" used in marketing materials?

Especially among service providers, these terms show up everywhere -- and understandably so. They give a glimpse into your capabilities.

But using these words creates a problem. Prospects see them so often that the language loses its effect. Being an "expert" or "professional" turns into just another common claim shared by others in your industry.

So how can you prove your skill and deepen desire for your product or service without sounding like everyone else?

Well, I suggest applying what I call The Kid Creation Effect. Let me share a short story to explain how it works ...

Last Saturday morning I walked into the kitchen to find my 5-year-old son making breakfast. This sight isn't unusual for the want-to-be chef -- Alex loves coming up with new kitchen creations.

This time he had frozen waffles, a loaf of a bread and syrup. First, he toasted two waffles and tossed them on his plate. Then he grabbed a slice of untoasted bread and placed it between the waffles. The stack was then slathered with syrup.

Alex sat at the table and devoured his breakfast with barely a breath.

No doubt, this situation would have been different if I presented him with the same meal.

"Why did you put bread between my waffles?" he would have asked while giving a confused look at his plate.

You see, kids have difficulty finding fault with just about anything they create or discover alone. And, not so surprisingly, adults often share this characteristic.

So, instead of forcing an idea/thought/fact on your prospects, gain an advantage by helping them come to conclusions on their own.

Self-tests work well for these situations. You simply walk prospects through questions that prove your knowledge, present a problem and help identify solutions related to your product or service.

Here's a self-test Christopher Chabris and Daniel Simons used to demonstrate selective attention and promote their book: http://youtu.be/vJG698U2Mvo.

Here's one from Dr. Mehmet Oz (an excellent marketer) to help you determine if you have food allergies and should visit a doctor: http://www.doctoroz.com/videos/food-allergy-symptom-checker.

And here's Orabrush promoting a product while explaining how to tell when your breath stinks: http://youtu.be/nFeb6YBftHE (notice the free offer).

Remember, a conclusion can make your marketing message memorable, but a claim only makes it the same.

Tom Trush is available at http://www.writewaysolutions.co

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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

Cooperación

Mitsui & Co. y la argentina Ledesma se asocian. A través de un memorando de entendimiento se estableció que junto a la inversionista japonesa, Mitsui & Co., se desarrollara una "colaboración integral", no sólo en el país sino en todo el mundo. Ledesma aclaró que el objetivo pasa por definir y desarrollar intereses mutuos "que abarcan amplias áreas de negocios" como en el azúcar, papel, bioetanol, frutas frescas cítricas y jugo, productos a base de maíz, carne, granos y energía

Compras

El gigante hotelero francés AccorHotels anunció haber concluido un acuerdo con la cadena hotelera brasileña Brazil Hospitality Group (BHG) con vistas a adquirir 26 de sus hoteles, situados principalmente en Río de Janeiro y Sao Paulo. La operación debería concluirse en el cuarto trimestre del 2017 por un monto de US$ 63 mlls.

  • Brief News

Dismantling Dodd-Frank may have to wait

Republicans' big idea to keep banks safe is too loose for Democrats and too strict for banks. The Dodd-Frank Wall Street Reform and Consumer Protection Act of 2010 looked like a goner when President Donald Trump was elected in November. During the campaign, Trump repeatedly blasted the law as a loan-killing, anti-job disaster. His party is filled with lawmakers who are even more opposed to it than he is. "On behalf of all hardworking, struggling Americans, I will not rest, and the House Financial Services Committee will not rest" until Dodd-Frank is repealed, committee Chairman Jeb Hensarling of Texas vowed last May. Now, though, the drive to wipe out or scale back Dodd-Frank has lost momentum. Trump issued an executive order on Feb. 3 for Treasury Secretary Steven Mnuchin to review the law, but the president made no mention of it in his priority-setting speech to Congress on Feb. 28. As with the Republican vow to repeal Obamacare, the sticking point may be finding a replacement for the law on the books.

Trump defends under-fire Attorney General Jeff Sessions

Trump has defended Attorney General Jeff Sessions as "an honest man" amid calls for him to quit. The Democrats say Sessions "lied on oath" at his confirmation hearing about contacts with the Russian ambassador. Trump said Sessions "could have stated his response more accurately but it was clearly not intentional" and accused Democrats of a "witch hunt". However, Sessions has recused himself from an FBI probe into alleged Russian meddling in the US election. The Democrats have maintained their attacks on Sessions, saying his explanation regarding his contacts with the Russian ambassador in 2016 were "simply not credible".

Bitcoin value tops gold for first time

A unit of the digital cryptocurrency Bitcoin has exceeded the value of an ounce of gold for the first time. It closed at $1,268 on Thursday while a troy ounce of gold stood at $1,233. The current high is being attributed to surging demand in China, where authorities warn it is used to channel money out of the country. The past months' surge is a major reversal for Bitcoin, which plummeted in value in 2014 after the largest exchange collapsed. The value of Bitcoin has been volatile since it was first launched in 2009, and many experts have questioned whether the crypto-currency will last.

UK House of Lords amends Brexit bill to protect residence for EU citizens

The UK House of Lords voted on Wednesday to amend HL 108, also known as the Brexit bill to protect residence rights for EU citizens. With a vote of 358 to 256, the Lords voted to allow EU citizens who are residents of the UK to remain as residents after Art. 50 is triggered and the UK leaves the EU. Despite this setback for the government, Prime Minister Theresa may still intends to initiate the process before March ends. The conservatives plan to fight the measure.

Egypt high Court acquits ex-president Mubarak of 2011 civil uprising killings

The Egypt Court of Cassation on Thursday acquitted former president Hosni Mubarak in a retrial of charges that he killed protesters during the civil uprising in 2011 that ended his 30-year reign. Mubarak was initially convicted on these charges and sentenced to life in prison in 2012. But Mubarak strenuously maintained his innocence over the years, and an appeals court later ordered a retrial that ultimately brought the case to the Cassation Court. The retrial was postponed in November as it was moved from the High Court building in Cairo to a different location. The Court rejected demands from lawyers for the victims and their families to initiate to reopen civil suits, which would mean that any remaining option for appeal or retrial is now closed.

Caterpillar raided over alleged tax evasion scheme

US officials have raided three Caterpillar sites as part of a criminal probe into tax irregularities at the heavy machinery manufacturer. The raid sent the company's stocks sharply lower to close down 4.3%. Caterpillar said it thought the probe was linked to profits from Swiss subsidiary CSARL. The company is accused of shifting billions of profits abroad to avoid paying taxes in the US. The officials searched the headquarters of the company, one of the world's largest makers of construction and other heavy equipment, in Peoria, Illinois. Two other sites in Illinois were also raided under the federal warrant. The raids come as the Trump administration plans to overhaul corporate taxes to keep jobs and profits within the country. The subsidiary in Switzerland was the focus of a 2014 investigation by the US senate alleging it was set up to shift billions of profits abroad to avoid paying taxes in the US.

Oscar blunder duo given bodyguards after 'death threats'

The two accountants who muddled up the main award envelopes at Sunday's Oscars ceremony have been given bodyguards following reports they have received death threats on social media. Accountancy firm PricewaterhouseCoopers (PwC) said security has been beefed up at the residences of Brian Cullinan and Martha Ruiz following the mistake. Celebrity website TMZ.com said the pair were in fear of their lives.

French conservative candidate's home raided

The Paris home of France's conservative presidential candidate Francois Fillon has been raided by investigators. The search was part of an investigation into an allegedly fake job given to his wife. He denies any wrongdoing. Fillon has vowed to continue his presidential campaign, despite growing pressure for him to step down. He was once seen as the favorite to win the election but his poll ratings have dropped since the scandal emerged. The allegations circling around the Fillon family focus mainly on his Welsh-born wife Penelope, who is also reported to be facing an investigation.

Marine Le Pen loses immunity from prosecution over IS images

The European Parliament has lifted French far-right leader Marine Le Pen's immunity from prosecution after she tweeted pictures of so-called Islamic State violence. Le Pen is under investigation in France for posting three graphic images of IS killings in 2015, including the beheading of US journalist James Foley. Her position as an MEP has so far meant she could not be prosecuted. Le Pen is currently running to be French president. Opinion polls suggest she is on course to win the first round in April, but centrist Emmanuel Macron is gaining ground and looks likely to beat her in a second round in May.

EU threatens to introduce visas for US travelers

US citizens should be refused visa-free access to the EU in response to American visa rules affecting citizens from five EU countries, the European Parliament has said. Citizens of Bulgaria, Croatia, Cyprus, Poland and Romania are currently denied visa-free access to the US. The European Parliament passed a non-binding resolution on Thursday. However, member states would have to approve the move, a process that could take years. Nevertheless, the resolution, passed by a show of hands, said the new visa rules should come into effect quickly and should remain in place until the US visa requirements were shelved.

Philippines moves forward death penalty legislation

The House of Representatives of the Republic of the Philippines voted Wednesday to advance a proposal to reinstate the death penalty for "drug-related heinous crimes." The legislation would impose the death penalty for several enumerated offenses, among which are the importation, distribution and possession of narcotics. The law would also be relevant to those who commit specified crimes while under the influence of drugs, and to public officials who misappropriate confiscated drugs. Executions would be carried out by hanging, lethal injection or firing squad no later than 18 months after a sentence is final.

US government offers aid to threatened Jewish centres

The US Department of Homeland Security has offered help to Jewish Community Centers after they received more than 100 hoax bomb threats in recent weeks. Secretary John Kelly called upon his agency to "heighten our outreach and support", to Jewish institutions following the spate of attacks. Jewish cemeteries have been desecrated in Philadelphia and St Louis. Trump has condemned these attacks as "hate crimes".

Sweden brings back military conscription amid Baltic tensions

The Swedish government has decided to reintroduce military conscription - a move backed by the country's MPs. The decision means that 4,000 men and women will be called up for service from 1 January 2018. They will be selected from about 13,000 young people born in 1999, who will be asked to undergo a military assessment. Non-aligned Sweden is worried about Russia's Baltic military drills.

Turkish court opens mass trial of coup suspects

Around 330 individuals were put on trial Tuesday for their alleged involvement in the attempted coup in Turkey last July. The charges against the suspects range from murder to attempts to remove the government and prevent the parliament from conducting their work. If convicted, the individuals could face up to multiple life sentences. The trial is taking place at the Sincan Prison, located outside of Turkey's capitol of Ankara, in a special court under heavy security.

London Stock Exchange 'working hard' on Deutsche Boerse merger

The London Stock Exchange has said it is continuing to "work hard" on its planned merger with Deutsche Boerse. Earlier this week, the LSE said the deal could collapse as it was unlikely to get European Commission clearance. The commission had ordered the LSE to sell its 60% stake in MTS, a fixed-income trading platform. The LSE had called the request "disproportionate". The LSE's latest comments came as the exchange reported an increase in profits for 2016.

F.C.C., in potential sign of the future, halts new data security rules

The F.C.C. delayed data security rules requiring internet providers like AT&T and Comcast secure their customers’ data against hacking.

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