June 29, 2007  nº 508  -  Vol. 5  
 

“Intuition is the clear conception of the whole at once.”

Johann Kaspar Lavater  (1741-1801)

In today’sLaw Firm Marketing, we start from the premise that you can dramatically improve your marketing results by understanding why clients hire your services. Now, we give you the manual and the the marketing principle:  Prospects hire your services for emotional reasons.  They justify their decision to other people with logical reasons.

• Top News

Nineteen die in Rio slum battle

Clashes between police and drug traffickers in a slum in the Brazilian city of Rio de Janeiro left 19 people dead. Guns and grenades were used in the fighting, with armored vehicles and helicopters backing police units. The violence began when more than 1,000 policemen advanced on Alemao, the slum stronghold of a drug-dealing gang. The police said it could take much more time to restore order. They added that all the people who died in the operation were drug traffickers. But the prospect of more raids made slum community leaders nervous. Rio de Janeiro officials are trying to make the city safer before it hosts the Pan-American games on 13 July.

US-EU airline data accord reached

EU and US negotiators have struck a deal on sharing information about transatlantic flight passengers. No details are officially available, but EU sources say data will be kept by US security agencies for 15 years. Under agreements reached after the 9/11 attacks, European airlines must provide 34 pieces of information about passengers flying into the US. The latest deal expires at the end of July. A replacement agreement must be approved by the EU's 27 member states. Wednesday's deal was reached in talks between European Union Justice and Security Commissioner Franco Frattini, German Interior Minister Wolfgang Schaeuble and US Homeland Security Secretary Michael Chertoff. The US and the EU have differed on ways to balance security needs with concern for passengers' privacy. A previous deal lapsed last October. The two sides failed to agree on terms for a full renewal and only reached an interim agreement. Earlier, EU officials approved a separate agreement giving US counter-terrorist investigators access to details of international money transfers processed by the Brussels-based Swift network. Washington says it needs the information to track and block terrorist funding, but EU regulators ruled that the original arrangement broke the union's privacy laws.

White House firm on prosecutors

The US White House has rejected subpoenas for documents relating to the case of federal prosecutors sacked last year, citing executive privilege. Congressional committees had asked for the papers to be submitted by Thursday. This comes a day after the Senate demanded White House documents linked to its domestic spying program. Tensions with the White House have been building since Democrats took control of Congress in January and vowed to hold the administration to account.

US rejects school action on race

The US Supreme Court has narrowly ruled that the race of a child cannot be used to determine where he or she will be sent to school. The decision, one of the most important civil rights rulings in years, may affect millions of children in the US.

U.S. axes trade benefits for Brazil, India, others

The United States is terminating some trade benefits for India, Brazil and other developing countries under a program revamped late last year by Congress. Bush issued a proclamation implementing the changes to the Generalized System of Preferences program, which provided U.S. duty-free access for $32.6 billion worth of goods from developing countries in 2006. The decision announced on Thursday means Brazil will no longer be able to ship brakes, brake parts and ferrozirconium to the U.S. market without paying U.S. import duties, the U.S. Trade Representative's office said.

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• Crumbs! 

1 - Visa signs $170m deal with Fifa. (Read more)

2 - Senate blocks effort to revive immigration overhaul. (Read more)

3 - Schools must ignore race in placing pupils, Justices say. (Read more)

4 - Execution of mentally ill killer blocked. (Read more)

5 - GM to sell Allison Transmission. (Read more)

6 - EU bans all Indonesian airlines from its airspace. (Read more)

7 - U.S., Colombia agree to changes to free trade deal. (Read more)

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• MiMIC Journal

US halts Chinese seafood imports

The US has said it will halt imports of five types of farmed Chinese seafood, claiming they contain antibiotics that are not allowed in North America. The Food and Drug Administration said it would detain shipments of catfish, basa, shrimp, dace and eel. But the FDA said it was not recalling seafood already in the US, and that drug levels were not dangerous and only slightly above detectable levels. This is the latest in a number of US warnings about Chinese products.

Loan violations at Chinese banks

Officials have found mismanagement and misconduct worth 15.5bn yuan ($2bn) at three of China's big banks, the country's auditor general said. It comes at a time when many banks are raising money from foreign investors, and the country is trying to modernize its financial system.

• Law Firm Marketing

Emotion and logic play important yet different roles

by Trey Ryder

I upgraded my computer and installed a faster processor because

-- I can save and retrieve information faster,

-- I can save time each day, even if it’s only a few minutes,

-- I can run more sophisticated software, and

-- I can back up my computer faster than before.

These are good, solid, practical, logical reasons that justify why I upgraded my processor. But are they the real reasons I bought a new processor?

Of course not.

I upgraded my processor because I wanted a faster computer.  Like any teenage boy with a car -- and many adult males, too.  No matter how fast my computer can go, I want it to go faster.

I see TV commercials for the latest and fastest chips.  I see ads for the fastest operating systems.

Then I tell myself:  “Wait.  My computer’s too slow.  Someone else can download web sites faster than I can.  My time’s important.  I have to keep up.  I need a faster processor.”  And so on....

It’s all about how advertisers push my emotional buttons.  And they do.

Here’s the point:  You can dramatically improve your marketing results by understanding why clients hire your services.

Here’s the marketing principle:  Prospects hire your services for emotional reasons.  They justify their decision to other people with logical reasons.

I have a friend who recently bought a Mercedes.  He drones on about the anti lock braking system and many safety features.

I ask, “Why a Mercedes? Why didn't you buy a Volvo? They’re well known for safety features.”

He gives me more and more reasons why.  He has mastered the art of justification.

What’s the real reason he bought a Mercedes?

Because he wanted to own a prestigious car and join the exclusive group of people who drive a Mercedes.

The ad agency that markets Mercedes Benz knows why people buy their cars. So, in addition to marketing prestige, they focus on the reasons people use to justify their purchase. Their ads focus on the smooth drive and technical features that separate their car from all others. But, in truth, many of those features can be found on cheaper cars. Mercedes sells cars based on emotional appeals and then justifies the purchase in its advertising by appealing to logic.

In addition to emotional appeals, you can choose emotional words. What do you feel when I say...

Scottsdale.  Fraud.  Party.  Terrorist.

Do you see how each word arouses a different and sometimes strong feeling?

Scottsdale may bring to mind upscale, affluent, golf, sunshine, resort. Fraud makes me think of underhanded and dishonest. Party might make you think of happy, fun, enjoyable, social. And terrorist brings to mind all sorts of words I won’t print here.

Read these two paragraphs and see how much more emotional one sounds than the other.

Dear Client: Thank you for hiring the law firm of Smith & Jones to represent you. We realize that you could have chosen many other law firms in our city. The fact that you selected our firm is appreciated by our lawyers and staff. Thank you very much. Sincerely, Mr. Smith.

Compare it with this:

Dear Mr. Simpson:  I offer my personal thanks for hiring our law firm.  I just met with our firm’s founder and we discussed the many ways we can serve you.  I know you could have chosen a number of law firms, and I'm most grateful that you chose us.  I guarantee we’ll work hard to provide you with the high level of personal service that you want and deserve.  Cordially, Mr. Jones.

Both letters serve the same purpose.  But the second letter is far more personal.  You feel as though Mr. Jones is writing specifically to you.  The second letter comes across as more down to earth, filled with genuine emotion.

On the other hand, the first letter seems like a form letter that the law firm sends to all its new clients.  As a result, it lacks the personal feeling and warmth.

If you hired this law firm, which letter would you rather receive?

When I write copy, I use bonding words to draw the reader closer to the author with the hope of starting or building a relationship.  Words like welcome, invite, share, together, let's, help, discuss, happy, glad and so forth.

Here are a few emotional reasons prospects hire you:

They like you.  They trust you.  They believe you.  They respect you.  They appreciate your willingness to help them.  You make them feel important.  They share your interests outside your law practice.  They value your community activities.  They value your charitable work.  They share your social, political, religious beliefs.

Here are logical reasons prospects use to justify their decision to hire you:

You have specialized knowledge.  You have in depth experience.  You have a high level of skill.  You have a good reputation.  You have a proven track record.  You graduated from a prestigious law school.  You have held respected positions in lawyer groups.

Bottom Line:  Create your marketing message so you connect emotionally with prospects and so prospects have logical reasons they can use to justify their decision to hire you.  When your marketing message contains both emotional and logical appeals, you shift your marketing program into overdrive and greatly improve your marketing results.

© Trey Ryder

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

• Brief News

Red Cross condemns Burma 'abuses'

The International Committee of the Red Cross has publicly denounced what it says are major human rights abuses by Burma's military government. In a highly unusual departure from its normally neutral stance, the ICRC said the actions of Burmese authorities were causing immense suffering to thousands.

Suez eyeing $5 billion Brazil energy asset

France's Suez Energy International might buy Brazilian energy asset Companhia Brasiliana de Energia, which could change hands for roughly $5 billion later this year. Brazil's national development bank, or BNDES, plans to auction its stake in Brasiliana in 2007. The asset's current owner, U.S. power company AES, has the option to buy the stake.

Airlines Seek U.S. Clearance

U.S. and European airlines belonging to an airline group said they applied to the U.S. Department of Transportation for antitrust immunity to more closely align their services across the Atlantic. The carriers -- Delta Air Lines Inc., Northwest Airlines Corp., Air France and its KLM Royal Dutch Airlines unit, Alitalia SpA and CSA Czech Airlines -- are members of the SkyTeam global airline-marketing alliance. They said their application is the first since the landmark U.S.-European Union "open skies" treaty was reached earlier this year to liberalize the trans-Atlantic air-transportation market. The U.S. government in late 2005 rejected the carriers' earlier application, expressing concern about giving antitrust immunity to a global airline alliance with two U.S. carriers -- Northwest Airlines and Delta Air Lines -- as members.

Vote dashes Bush immigration plan

The US Senate has blocked a vote on a landmark immigration bill, dealing a major blow to one of Bush's key policy planks. Senators rejected a motion to take the bill to a final vote - meaning action on the planned law is now unlikely until the presidential poll in 2008. Bush had argued the bill would give the immigration system a much-needed overhaul. But its conservative opponents said it gave an amnesty to illegal immigrants.

Japan high court dismisses Chinese WWII slave labor suit 

The Japanese Sapporo High Court Thursday upheld a 2004 lower court decision  rejecting a lawsuit brought by Chinese plaintiffs who say they were forced to work as slave laborers in mines and factories during World War II. The lawsuit, originally filed in 1999, sought nearly seven million dollars in compensation from the Chinese government and six companies, including Mitsui Mining Co., Sumitomo Coal Mining Co., and Mitsubishi Materials Corporation . Judge Koki Ito found that the plaintiffs were illegally detained and transferred to Japan, where they were forced to work, but they did not have standing to sue because the 1972 Joint Communique of the Government of Japan and the Government of the People's Republic of China  renounced Chinese claims for war reparations from Japan. The plaintiffs plan to appeal the ruling to the Supreme Court.

Israel president to resign under plea agreement on sexual harassment charges 

Israeli President Moshe Katsav  signed a plea agreement with prosecutors Thursday, under which he will admit to charges of indecent assault, sexual harassment, and obstruction of justice, and will resign from the presidency, in exchange for a suspended sentence and the dropping of rape charges  brought by a former employee. The plea agreement, announced by Attorney General Menahem Mazuz , was criticized by women's right activists as special treatment, but Mazuz defended the agreement as necessary to protect the office of the presidency from further injury and spare the country from embarrassment.

Cyber-bullying gathers pace in US

One third of US online teenagers have been victims of cyber-bullying according to research by the Pew Internet Project. The most common complaint from teens was about private information being shared rather than direct threats. Some 32% of teenagers questioned had experienced one of more of the following: having a private e-mail, IM or text messaging forwarded or posted where others could see it, the victim of an aggressive email, IM or text message, having a rumour spread about them online or having an embarrassing photograph posted online without permission. As more and more young people join social networking sites such as MySpace and Facebook, so they are opening themselves and their personal information up to more people. But teenagers still think that the majority of bullying happens offline.

US, EU reach agreement on financial data monitoring in terror probes 

Diplomats from the United States and the European Union (EU) said Wednesday they have reached a provisional agreement on the US use of financial data from the Belgian-based Society for Worldwide Interbank Financial Telecommunication (SWIFT) , formulating more EU oversight of the US Terrorist Finance Tracking Program . The agreement ensures that the US adheres to EU privacy laws by restricting the use of the data to anti-terror probes and granting the EU periodic reviews of the data's use to ensure compliance. Last November, the European Commission's Article 29 Data Protection Working Party  reported that SWIFT violated European privacy laws  when it released information about cross-border wire transfers by European citizens to the US government. A Belgian report  also concluded that "massive amounts of personal data for surveillance without effective and clear legal basis" were supplied by SWIFT. The New York Times and other papers revealed the once-secret program  in June 2006, prompting sharp criticism  from the Bush administration.

Council of Europe finds some members not complying with judicial decisions 

The Council of Europe (COE)  reported Wednesday that several member states frequently fail to comply with judicial decisions against public authorities handed down by their own domestic courts. A COE expert panel  determined last week that general non-enforcement of court decisions is widespread in Georgia, Moldova, Bulgaria, Romania, Russia, and Ukraine.

Bush faces eavesdropping subpoena

The US Senate has issued a subpoena ordering the White House to give up documents related to its surveillance of domestic terror suspects. The Senate Judiciary Committee asked the Bush administration to give up the papers as part of its inquiry into the controversial spying program. The administration has refused a series of requests to release the documents.

What Is Executive Privilege, Anyway?

Dwight Eisenhower was the first president to coin the phrase "executive privilege," but not the first to invoke its principle: that a president has the right to withhold certain information from Congress, the courts or anyone else.

• Daily Press Review

S Africa unions call off strike
BBC News, Centrist newscaster, London, England

NGO suspends operations amid increased displacement in the east
CongoPlanet.com, Independent online news aggregator

Police ban demos during AU Summit
GhanaWeb, Online news portal, Amsterdam, Netherlands

Sierra Leone: Landmark Convictions for Use of Child Soldiers
Human Rights Watch (Africa), International news press releases

Plane crash-lands in Angola killing 6
iafrica, Online news portal, Cape Town, South Africa

Taxi bosses point fingers after shootings
Independent Online, News portal, Cape Town, South Africa

Day three of serious ANC debate
Mail & Guardian Online, Liberal, Johannesburg, South Africa

Tutu warns over rich/poor gap
News24.com, Online news portal, Cape Town, South Africa

India hopes to double trade with US by 2009
Brazil Sun, Independent online news aggregator

Death Threats and Lawsuits Can't Silence This Lone Brazilian Journalist
Brazzil Magagzine, Independent online newsmagazine

Buju Banton disowns Boom Bye Bye
Caribbean News Portal, Online news aggregator

Fidel took Caracas
Granma International, Communist Party weekly, Havana, Cuba

COLOMBIA:  Possible ELN Ceasefire, 11 FARC Hostages Killed
IPS Latin America, International cooperative of journalists, Rome, Italy

Peru's Fujimori releases video to Peruvians
Living in Peru, News portal, Lima, Peru

Police move in ahead of blockade
The Globe and Mail, Centrist daily, Toronto, Canada

Via cancels Friday trains
Toronto Star, Liberal daily, Toronto, Canada

Dancing separatists startle President Yudhoyono
Antara News, News agency, Jakarta, Indonesia

Bangladesh election commission to finalize political reform proposals after consulting political parties
Bangladesh Journal, Independent news portal

'UPA using pressure for Patil's win'
India Express, News portal, Mumbai, India

Cancer patient raped in hospital
India Times, Conservative daily, New Delhi, India

ACA probe into Johari affair completed
Malaysian Star, Online news portal,  Selangor Darul Ehsan, Malaysia

China cracks down on officials with mistresses
New Zealand Herald, Conservative daily, Auckland, New Zealand

Myanmar to cooperate with GMS members in freight transportation services
People's Daily Online, English-language, Beijing, China

Police defuse London bomb
Sydney Morning Herald, Centrist daily, Sydney, Australia

Accord on fee for carrying gas
The Hindu, Left-leaning daily, Chennai, India

London 'bomb' made safe by police
BBC News, Centrist newscaster, London, England

Kelly makes long-awaited Laois return
BreakingNews.ie, Online news portal, Cork, Ireland

Terror alert as bomb found in central London
Daily Mail, Conservative daily, London, England

Reputica launches '360 degree' reputation management system
DMeurope, Online news portal, Amsterdam, Netherlands

200 officers to enforce Liverpool smoking ban
icLiverpool, Online news portal, Liverpool, England

Review casts doubt on conviction in Lockerbie case
International Herald Tribune, Independent daily, Paris, France

Another pedestrian hurt on high street
Isle of Wight County Press, Independent daily, Isle of Wight, England

Final farewell to young soldier
Manchester Online, Independent daily, Manchester, England

Severe weather alert for Cumbria
News & Star, Independent daily, Carlisle, England

Builder wants to knock down Folly
North-West Evening Mail, Independent daily, Cumbria, England

Vast renovations come to a close at Schwarzenberg Palace
Radio Prague, Online news portal, Prague, Czech Republic

Car Bomb Terror Scare In London
Sky News, Independent newscaster, Middlesex, England

Police defuse London 'bomb'
The Guardian, Liberal daily, London, England

Colombia says rebels killed hostages
The Irish Times, Centrist daily, Dublin, Ireland

Art held at gunpoint
The Scotsman, Moderate daily, Edinburgh, Scotland

Massive bomb found in London
The Sun, Conservative tabloid, London, England

Bomb in London's West End defused by police
The Telegraph, Conservative daily, London, England

Scorned architect redeemed by Opera House treasure
Times Online, Conservative daily, London, England

IDF Shechem Op Reported Over
Arutz Sheva, Online, right-wing, Tel Aviv, Israel

More Islamists Killed as Lebanon Unrest Spreads
Asharq Al-Awsat, Pan-Arab daily, London, England

British police defuse suspected bomb
Gulf News, Independent daily, Dubai, United Arab Emirates

Ex-Mossad head: Israeli reports led to death of Egyptian agent
Haaretz, Liberal daily, Tel Aviv, Israel

CORRUPTION:  Bandar Bribery Case Crosses the Atlantic
IPS Middle East, International cooperative of journalists, Rome, Italy

Angolan Plane Crashes Same Day EU Blacklists Airline
Nahamet, Online news portal, Beirut, Lebanon

Rival Palestinian factions at odds over official weekend
The Daily Star, Independent daily, Beirut, Lebanon

Mediation efforts stumble yet continue (Front)
Yemen Times, Independent weekly, Sana'a, Yemen

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