August 18, 2017 nº 1,897 - Vol. 14

"There is no security on this earth; there is only opportunity."

Douglas MacArthur

In today's Law Firm Marketing, honesty, accuracy and balance key to building trust in marketing.

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  • Top News

Britain sings the Brexit blues

Any good country-western singer can tell you that in affairs of the heart, you never know what you have until it's gone. So it is with Britain, whose vision of its post-Brexit economic future is starting to look suspiciously similar to its in-the-EU status quo. Debate is now starting in earnest over what sort of trade deal Britain could strike with the European Union. The oddity of the palaver about customs unions, tariffs, imaginative technological solutions and seamless borders is that Britain keeps insisting it’s trying to invent the wheel here. It's not. A template exists for precisely the type of arrangement Britain seeks, in which tariffs are zero, regulations don't impose barriers to trade, services can flow more or less freely across boundaries and enforcement is light-touch and easy for businesses to comply with. That template is the EU.

ACLU will no longer defend hate groups protesting with firearms

The American Civil Liberties Union will no longer defend hate groups seeking to protest with firearms and will screen clients more closely for the potential of violence at their rallies, following the clashes in Charlottesville, Va., the group's executive director said.

Uber wins ruling on 'terms of service' agreements

A Federal court Thursday ruled that the often lengthy online agreements customers face when registering for sites and apps are binding, even if customers don't fully understand or take the time to read them, giving a boost to companies seeking to avoid class-action lawsuits. The US 2nd Circuit Court of Appeals found that Uber Technologies Inc. customers sign over their rights to sue in court when they click to agree to the ride-hailing company's terms of service, which include a provision requiring arbitration. The case had been closely watched by technology companies, which favor such agreements as a way to keep customers from taking them to court, where sensitive business practices and unfavorable rulings could become public. Arbitration typically allows businesses to reach settlements privately and may not require them to make broad changes to their practices—a possible outcome in class-action suits. (Click here)

  • Crumbs

1 - Uber agrees to 20 years of privacy audits to settle FTC charges. (Click here)

2 - Pauline Hanson wears burka in Australian Senate. (Click here)

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  • MiMIC Journal

China cracks down on VPN vendors

China's latest crackdown on those attempting to skirt state censorship controls has seen it warn e-commerce platforms over the sale of illegal virtual private networks. Five websites, including shopping giant Alibaba, have been asked to remove vendors that sell VPNs. It is the latest in a series of measures from the Chinese government to maintain strict control over content.

The world's biggest tech companies are no longer just American

China's Alibaba and Tencent have rocketed this year to become global investor darlings, inching up on Facebook and Amazon, as their sway in China grows.

China home price growth slows in July

Beijing prices slipped for a second straight month following government efforts to cool the market.

  • Law Firm Marketing

Honesty, accuracy and balance key to building trust in marketing
By Trey Ryder

Part of the problem with marketing is that many people use it to rip someone off. They lie to their customers, or, to phrase it tactfully, use claims that are not and cannot be substantiated. As a result, most of us are skeptical when we see someone making a statement that we know we should not believe.

But for all the bad in marketing, you'll also find a lot of good. Especially from the people who market with education. When you use education-based marketing, you help people understand their problem and the solution you can provide. And you help your prospects at the time you deliver your message, regardless of whether that person ever does business with you.

Naturally, we want people to hire your services. And many will. But they will decide whether to hire you only after they receive your educational message and determine whether they want you to help them solve their problem.

Follow these rules when delivering your marketing message.

1. Present your message honestly. You accomplish nothing by shading the truth or creating the impression that you can do more than you really can. Well, actually, you do accomplish one thing: You arouse your prospect's suspicions during the time he's considering whether to hire you. By being truthful, even if your prospect does not hire your services, he will never be able to say you weren't honest with him.

2. Provide factual information that is accurate. When explaining your prospect's problem and the solutions you can provide, make sure your facts are accurate. If a particular fact is key to the prospect hiring you, show your prospect the fact on paper and its source. If you found an important fact in the Wall Street Journal, show your prospect the article that contains that fact.

3. Weigh the positives and negatives. Everyone knows that the solution to their problem comes with pros and cons. Make sure you present both the strengths and weaknesses. As long as the strengths outweigh the weaknesses, you can make a good case for your prospect moving forward with the solution.

In marketing, credibility is everything. If your prospect doesn't trust you, nothing else matters. Anything you can do to show your prospect the source of information helps him decide in your favor. Honesty, accuracy and balance are key. Make sure you present a balanced message that is true and correct.

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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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  • Historias Verdaderas

Corrupción en la Corte Suprema

La corrupción en Colombia sigue siendo el pan de cada día. Esta situación la han venido demostrando los diferentes actos antiéticos en los que se han visto involucrados políticos, funcionarios y, ahora, expresidentes de la Corte Suprema de Justicia. La justicia de EE.UU. reveló audios que evidenciarían actos de corrupción entre los exmagistrados Leonidas Bustos, Francisco Ricaurte y Camilo Tarquino con el exfiscal anticorrupción, Luis Gustavo Moreno y el abogado Luis Pinilla. Según se conoció, entre estas personas habrían orquestado una red de corrupción para beneficiar a aforados con investigaciones en la Corte, entre ellos a Musa Besaile, Hernán Andrade y Luis Alfredo Ramos, quien pidió contrainterrogar a Moreno. (Presione aquí)

Fraude

Fiscalía de Chile investiga pagos con gastos reservados a funcionario de Hacienda vinculado al fraude. A Hugo Zúñiga se le habrían pagado $500 mil mensuales por medio de boletas de honorarios por asesorías. Su abogado dice que los testimonios que involucran a su cliente "no se amparan en la realidad". El fiscal Eugenio Campos formalizó a seis personas por su participación en el fraude. Con esto, ya hay 95 imputados. (Presione aquí)

  • Brief News

Law firms still suck at business development

Law firm business development folk, look away now. A new survey has found that law firm BD teams are "ineffective" and among the worst of organizations in any sector. Workplace ratings company ViewsHub sampled more than 50,000 employees at UK companies across nine industries, including legal services, and asked them to rate the effectiveness of their own internal BD department. Professional services, including law firms, finished bottom of the pile, with BD staff slammed for being slow at delivering results, lacking sufficient experience and not responding to criticism.

Lebanon repeals its marry-your-rapist law

Lebanon on Wednesday repealed a law that allowed rapists to evade punishment by marrying their accusers, the latest in a string of countries in the region to reverse such provisions under pressure from Arab women's groups. A handful of countries — including several in the Arab world as well as the Philippines, a majority Catholic country — have allowed men accused or convicted of rape to be exonerated if they marry their victims. Women's groups have agitated for years for the laws to be repealed, saying they further victimize survivors. And one by one, the laws are falling. Women's rights advocates say that the law’s repeal in a vote by Lebanon's 128-member Parliament is only the beginning of changing attitudes in patriarchal societies, where a family's honor is linked to a woman's chastity. (Click here)

Germany constitutional court sends European bond-buying scheme to EU court

The German constitutional Court sent a case concerning the European Central Bank attempt to buy $2.7 trillion dollar's worth of bonds to the European Court of Justice on Tuesday. The Public Sector Purchase Program of the ECB started in March 2015 in order to bolster the Euro. Unlike similar programs put in place by the ECB, the PSPP enables the bank to buys bonds across the eurozone, a move which the constitutional court noted may violated German monetary financing laws. (Click here)

Trump defends 'beautiful' Civil War statues

Trump has denounced the removal of "beautiful" Confederate statues amid a heated national debate about US race relations. The recent removal of controversial statues, including some to leaders of the pro-slavery rebellion defeated in the US Civil War, has been the latest flashpoint in racial tensions across the country. Critics say monuments to the Confederacy are racially offensive, but supporters say they are important symbols preserving Southern heritage. "Sad to see the history and culture of our great country being ripped apart with the removal of our beautiful statues and monuments," he tweeted. "You can't change history, but you can learn from it," he continued. Trump drew outrage by defending organizers of a white supremacist rally that left a woman dead and dozens hurt.

Cellphone privacy at High Court

More than a dozen US technology companies are calling on the Supreme Court to make it harder for government agencies and officials to access individuals' cellphone data. (Click here)

Psychologists behind CIA 'enhanced interrogation' program settle detainees' lawsuit

Psychologists Bruce Jessen and James Mitchell devised a list of brutal methods, including waterboarding, that were meant to condition detainees into a state of helplessness. The defendants issued a statement Thursday in which Jessen said, "Neither Dr. Mitchell nor I knew about, condoned, participated in, or sanctioned the unauthorized actions that formed the basis for this lawsuit." "We served our country at a time when freedom and safety hung in the balance," Jessen said, adding that the actions they took were "legal and authorized and protected our country from another vicious attack." In recent hearings, the judge noted that the federal government is paying for the team of defense attorneys for Mitchell and Jessen and would also fund any potential cash award by a jury. Back in 2010, the AP and Mother Jones reported that the CIA had agreed to pay up to $5 million toward the psychologists' attorneys fees. The terms of the settlement are confidential.

AfD leader Frauke Petry faces perjury fight

A parliamentary committee in eastern Germany has called for Frauke Petry, one of the leaders of Germany's right-wing Alternative for Germany, to lose her immunity from prosecution over allegations of perjury. The decision comes little over a month before Germans head to the polls. The AfD hopes to enter the parliament in Berlin for the first time. Prosecutors asked the Saxony state parliament to lift Petry's immunity after a campaign financing inquiry. She is suspected of making false statements under oath before a parliamentary committee in November 2015.

Sixth Australian MP in eligibility trouble

A sixth Australian MP will have their eligibility for office decided by the nation's High Court over the issue of dual citizenship. Government Senator Fiona Nash revealed she is a UK citizen by descent because of her Scottish-born father. Australian politicians are not allowed to hold dual citizenship. The saga has gripped Australian politics for five weeks, forcing dozens of MPs to make statements about their citizenship status.

C.E.O.s long avoided politics. Trump is changing the calculus.

Corporate leaders often avoid taking political stands, especially on the president. Equivocation from the White House on right-wing extremism has forced a response. The president announced that he would dissolve two councils of business leaders after a decision by the members of his Strategic and Policy Forum to disband.

US begins Nafta negotiations with harsh words

The Trump administration opened talks with Canada and Mexico on the North American Free Trade Agreement by asserting that the current deal had failed.

Ryanair accuses Lufthansa of Air Berlin 'conspiracy'

Ryanair has accused Lufthansa and the German government of conspiring to carve up collapsed airline Air Berlin. Lufthansa is negotiating over buying Air Berlin planes, which are still flying following a 150m euro German government loan. Ryanair said there was an "obvious conspiracy" between Germany, Lufthansa and Air Berlin to carve up the assets. Ryanair said: "This manufactured insolvency is clearly being set up to allow Lufthansa to take over a debt-free Air Berlin which will be in breach of all known German and EU competition rules. Now even the German government is supporting this Lufthansa-led monopoly with 150m euros of state aid so that Lufthansa can acquire Air Berlin and drive domestic air fares in Germany even higher than they already are." The German government rejected the accusation and said its support for Air Berlin did not breach anti-trust rules.

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