March 31, 2017 nº 1,854 - Vol. 14

"It is a curious fact that people are never so trivial as when they take themselves seriously."

Oscar Wilde

In today's Law Firm Marketing, 7 quick ways to eliminate doubt from your marketing copy


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  • Top News

Trump's draft proposal makes tweaks to NAFTA

The Trump administration is gearing up for a rework of the NAFTA treaty between the US, Mexico and Canada. The administration hopes to soon start the 90-day countdown clock to opening talks. A letter circulating on Capitol Hill suggests the administration may take a less extreme approach to negotiations than expected. During the election campaign, Trump threatened to pull out of NAFTA, which he called the worst trade deal in US history. But, a draft outline of the US objectives from the Trade Representative's office suggests a more temperate approach, including goals on investment and labor that have enjoyed bipartisan support. Jeffrey Schott, of the Peterson Institute for International Economics, says the letter provides the basis for constructive negotiations. But, Schott says, "It also contains a few seeds that could poison those talks and disrupt and perhaps blow up those negotiations." Among those "seeds" is a reference to tax fairness that could foreshadow conflict over the border taxes Trump has threatened to impose on Mexico, or the Border Adjustable tax supported by the House leadership that would levy a 20 percent tax on all imports.

UK publishes bill to replace EU laws

The UK Parliament on Thursday released the Great Repeal Bill, outlining the process to solve issues that could arise out as Britain leaves the EU. The legislation comes a day after the UK government triggered Article 50 of the Lisbon Treaty to officially begin the process of leaving the EU. The bill has three main functions: repealing the European Communities Act 1972, converting EU law to British law, and allowing the Parliament to create laws to fix issues in the legal system as a result of leaving the EU. Prime Minister Theresa May fully supports the bill and the steps it takes to separate from the EU but also build a new relationship. "The Government's first objective as we negotiate a new deep and special partnership with the European Union is to provide business, the public sector, and everybody in our country with as much certainty as possible as we move through the process. This clarity will help people to plan effectively, recruit appropriately and invest as necessary while the negotiations continue and the new partnership we will enjoy with the European Union is being formed." Some worry that the "sweeping powers" of the bill are too swift. Lib Dem chief whip Tom Brake said that if needed they would stop the government until the proper process and safeguards are in place before the bill is passed. (Click here)

  • Crumbs

1 - Seattle sues Trump administration over threat to 'sanctuary' cities - click here.

2 - Apple wins Australia ruling to retain Apple Pay dominance - click here.

3 - ConocoPhillips sells oil sands assets for $13.3bn - click here.


100% Migalhas:


  • MiMIC Journal

In China, as in the US, the fight over ride hailing is local

Until recently, migrant workers lured by bonuses drove for China's largest Uber-like service. But some local governments banned out-of-town drivers, apparently to protect local jobs and curb growth.

A debt collector is killed in China, triggering debate over right to self-defense

The case has triggered a heated debate on social media in China about citizens' right to self-defense, as well as the plight of small entrepreneurs under China's economic policy amid a prolonged downturn in China's economy. The debate has been particularly sharp among China's legal scholars." China's law does not really encourage people to defend themselves, because that would be encouraging them to rise up and resist authority," a Chinese lawyer noted.

  • Law Firm Marketing

7 quick ways to eliminate doubt from your marketing copy
By Tom Trush

Your prospects become suspicious the instant they start reading your marketing materials.

The reaction is only natural. After all, when you're a prospect and you're asked to take action on an offer, your internal skeptic alarm goes off, too


So you realize you have only a few seconds to reverse your prospects' thought process and get them on your side. The challenge is figuring out how to complete this transformation.

Here are 7 quick ways to eliminate your prospects' doubt when they read your marketing copy:

1. Address doubts immediately. The longer you let suspicions linger, the more you risk your prospects fleeing to another marketing piece that better addresses their concerns. When you deal with objections, you become someone who helps rather than sells.

2. Add personality. Your copy isn't just words on a page. If you want interaction, you must view the words you write as a friendly conversation. Prove to your prospects why you're just like them and you'll gain credibility.

3. Write the way your prospects talk. When you "speak" their language, you quickly establish a level of trust. Long words and jargon can create confusion and, in some cases, a sense of inadequacy.

4. Support your claims with proof. Testimonials, statistics and case studies go a long way in reducing doubt. Your prospects want to know people just like them were successful using your legal services.

5. Encourage involvement. Ask for opinions or responses to questions. Give prospects a checklist to help determine desires. You can even lead them to an audio, video or photo to engage their senses.

6. Give an escape route. This means making your offer risk-free. A guarantee or trial period shows confidence in what you offer and allows prospects to test your legal services on their own terms.

7. Deliver value. When you give freely, your prospects will feel more inclined to return the favor. There's no substitute for making them feel like you truly care about their needs.

Keep in mind, regardless of how well you write your copy, you'll never get prospects to do anything they don't want to do. All you can do is capitalize on an unfilled need or desire.


Tom Trush is available at


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  • Historia Verdadera


La petrolera argentina YPF firmó un acuerdo de entendimiento con Pan American Energy LLC, Total Austral SA y Wintershall Energía SA para invertir en conjunto US$ 500 mlls. para la explotación de gas no convencional en el yacimiento Vaca Muerta. Las compañías ya operan en el área Aguada Pichana del enorme yacimiento argentino, y ahora solicitarán a las autoridades la división de ésta en dos, Este (APE) y Oeste (APO), y sumarán a la parte Oeste el área Aguada de Castro.


Los cancilleres y ministros de Comercio de los países integrantes de la Alianza Pacífico y del Mercosur realizarán su primera reunión en Buenos Aires, Argentina, el 7 de abril, con la intención de incrementar entre ambos bloques los flujos de comercio e inversión. En el ámbito de apertura de mercados, éste sería el encuentro más importante en Latinoamérica, por el peso económico y número de naciones involucradas, desde que se intentó negociar el Área de Libre Comercio de las Américas, proyecto que fracasó en 2005.

  • Brief News

Brexit: EU to issue negotiation guidelines

European Council President Donald Tusk is due to issue draft guidelines on how the EU intends to negotiate the UK's departure from the bloc. The proposals will be sent to the governments of 27 EU members. They will help set the tone for two years of tough negotiations and efforts to finalize a deal. EU leaders say the UK must first agree its exit terms before talks can move on to future ties. London is calling for simultaneous talks. The document is expected to be six or seven pages long and will focus in particular on the sequence of negotiations. The terms of transition will be difficult to agree because they will involve topics of huge controversy in the UK - including freedom of movement of people and the role of the European Court of Justice.

Fired Trump aide Michael Flynn 'wants immunity' to testify

Trump's fired national security adviser reportedly wants immunity to testify at hearings into alleged Russian election meddling. Michael Flynn's lawyer says his client "has a story to tell", but needs to guard against "unfair prosecution". The lawyer said the media was awash with "unfounded allegations, outrageous claims of treason, and vicious innuendo". "No reasonable person, who has the benefit of advice from counsel, would submit to questioning in such a highly politicized, witch-hunt environment without assurances against unfair prosecution," he said. The Senate opened its hearing earlier, with one member warning of Kremlin "propaganda on steroids". Flynn was sacked in February after misleading the White House about his conversations with a Russian envoy.

Italy court acquits S&P in credit rating case

A judge for the criminal division of the Tribunal of Trani on Thursday acquitted Standard & Poor (S&P) officials over market manipulation charges. The credit rating agency was accused of contributing to the economic woes suffered by the country by cutting ratings in 2011 and 2012, and the state was seeking jail terms of 2-3 years and about 5 million euros in fines. Prosecutors in the southern Italian city argued that S&P's reports and reviews were mishandled during the economic crisis, resulting in losses to the stock market. S&P continued to dispute the merit of the allegations, and praised the decision as being, "the justice they deserve." The court reasoning for its decision should be available within 90 days, at which time the prosecutors will determine if they will appeal the courts decision.

Venezuela top court dissolves legislature

Venezuela's Supreme Court of Venezuela on Wednesday essentially dissolved the opposition-controlled National Assembly, assuming all legislative powers. The court ruled that because the legislature had defied previous court rulings, all of its decisions are invalid. The move has been decried as a "coup" by the opposition and has already been condemned by the international community. (Click here)

Israel approves first new West Bank settlement in 20 years

Israel has approved the building of the first new settlement on the occupied West Bank in more than two decades. A statement after a meeting of the country's security cabinet said the construction would take place in the Emek Shilo area near Nablus. The new settlement will be used to house Jewish families evicted from Amona, an outpost that was cleared last month after the Israeli Supreme Court ruled it had been built illegally on private Palestinian land. Netanyahu has been simultaneously negotiating with the US government on reducing settlement activity. Palestinian officials have condemned the move.

Spain convicts woman for tweeting jokes about Eta bomb victim

A Spanish student who wrote 13 tweets about the assassination of a prime minister by Basque militants in 1973 has been given a one-year jail term. Cassandra Vera, 21, was found guilty of "contempt, dishonor, discredit, mockery and affront" to the victims of terrorism and their families. Some tweets were four years old and she said she had not meant to cause harm. Vera is unlikely to go to jail but said the conviction had ruined her chances of becoming a teacher.

Brazil ex-Congress speaker Cunha jailed for 15 years

A judge has sentenced the former speaker of the lower house of the Brazilian Congress, Eduardo Cunha, to 15 years and four months in prison. Cunha was found guilty of corruption, money laundering and tax evasion. He led the impeachment process against President Dilma Rousseff and was one of Brazil's most powerful politicians before his arrest in October. Judge Sergio Moro said he should be held in custody even while appeals are under way. (Click here)

Trump border wall funding facing delay

Trump's Mexican border wall may be delayed as Republicans consider putting its funding on hold. Senator Roy Blunt said cash for the wall would be left out of a spending bill that must pass by 28 April to avert a partial government shutdown. His remarks came on Tuesday after Trump requested a supplemental funding bill to include money for the wall along with military programs. Trump had proposed $1.5bn for his wall through Congress as part of the spending bill, which funds federal agencies to the end of the current fiscal year.

The US is ramping up military engagement, which could be a risk for Trump

Trump seems to have given the US military a freer hand — but without apparent diplomatic or political strategies to accompany the increased military engagement.

For-profit law school in Arizona is put on probation

The American Bar Association acted against Arizona Summit Law after finding fault with its admissions practices, academic programs, and graduation and bar exam passage rates.


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