May 20, 2011 nº 1,043 - Vol. 9
"The worst-tempered people I've ever met were the people who knew they were wrong."
Wilson Mizner
In today's Law Firm Marketing, A copywriting cure for boring marketing materials.
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Read Migalhas LatinoAmérica in Spanish every Tuesday and Thursday. Visit the website at www.migalhas.com/latinoamerica
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Netanyahu rejects Obama 1967 view
In a major speech to the State Department, Obama said "mutually agreed swaps" would help create "a viable Palestine, and a secure Israel". But Netanyahu said those borders, which existed before the 1967 Middle East war, were "indefensible". Obama's tough line on the Middle East peace process may do more to convince people in the Arab world that America is on their side than all the talk of comparing their uprisings to the Boston Tea party or Rosa Park's civil rights protest. American presidents have talked before about the 1967 borders. In one sense it is obvious that any Palestinian state will be based on Gaza and the West Bank, the lands occupied by Israel after the Six Day War. But what Obama has just said is new. Negotiations are often more about the sequence in which things happen rather than the end point. He has said agreement about the borders should be the basis for talks - not their conclusion but their starting point.
NY court grants Strauss-Kahn bail
Dominique Strauss-Kahn has been granted bail by a judge in a New York court, after being formally charged with trying to rape a hotel maid. He had earlier resigned as the International Monetary Fund's boss. His lawyers said he was honorable and would not try to abscond. Prosecutors said he had "incentive to flee". Supreme Court justice Michael Obus imposed $1m cash bail and said there must be 24-hour home detention, with an armed guard and electronic monitoring. DSK will appear in court again on 6 June, when he will formally enter a plea. He has denied all the accusations against him.
European Commission threatens legal action against member states over banking rules
The EC - European Commission threatened on Thursday to send 10 member states to the European Court of Justice if they do not fully implement the Third Capital Requirements Directive 2010/76/EU. The deadline for implementation was January 1, but Greece, Italy, Poland, Portugal, Slovenia and Spain have yet to implement any measures of the directive, and Belgium, Luxembourg, Slovakia and Sweden have only partially implemented the directives. The Directive in question amends the Capital Requirements Directives (2006/48/EC and 2006/49/EC). The aim of these Directives is to ensure the financial soundness of banks and investment firms. Together they stipulate how much of their own financial resources banks and investment firms must have in order to cover their risks and protect their depositors.
4 keys to better writing in English
Georgetown Law and Lex Mercator International invite Migalhas readers to a free online lecture in Legal English and Drafting Contracts in English, starting on Tuesday, May 31, at 5 p.m. Washington, D.C. time. Using their computer, lawyers can choose to participate at home, in their offices, or while traveling. Make sure to reserve your spot in the next open lecture by clicking here.
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Migalhas International, with the support of executive search firms, brings the best career and professional development opportunities to its readers. We call this service the "Magic Eye". Page Personnel is a recruitment company specializing in professional technical and management support positions. Click here to go to our special webpage and find your next lease on life.
1 - Google's Schmidt pledges Europe privacy controls to fight 'elephant' image - click here.
2 - Clarence Thomas' visit to Ga. spurs debate - click here.
3 - Best legal department 2011 winner: Google - click here.
4 - Rape is rape, Ken Clarke - click here.
5 - Your presence is requested as we celebrate our divorce - click here.
6 - Is it fair to fine fat people for not dieting? - click here.
7 - Nursing homes seek exemptions from health law - click here.
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100% Migalhas: www.migalhas.com
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Pakistan and China to strengthen military ties
Pakistan Prime Minister Yousuf Raza Gilani is to meet Chinese president Hu Jintao in Beijing amid signs the countries are boosting already close military ties in the wake of the U.S. raid that killed Osama bin Laden .
Suit: Baidu aids censorship
Eight New York residents have filed a lawsuit against China and Baidu, alleging they censored pro-democracy speech in violation of the plaintiffs' U.S. constitutional rights.
A copywriting cure for boring marketing materials
by Tom Trush
Boredom.
It's the demise of all marketing materials.
If you can't instantly grab your prospects' attention, any piece you use to promote your business becomes invisible. This is one reason why a strong headline is essential.
But once prospects read past your headline, you still must keep them interested. You also want to make them active participants in your marketing message.
The following copywriting strategy is one way you can maintain your prospects' attention and keep them engaged. What makes this approach so powerful is your copy gets readers to realize they need your product or service. Best of all, they come to this conclusion without you actually telling them.
Here's how it works...
After you write your headline, begin your body copy with a series of questions. The secret to this strategy is the answers to these questions.
Your prospects should only know the answers if they have the knowledge to achieve their desired end result. If they don't know the answers, then your product or service becomes the logical solution to their problems.
The easiest way to understand this strategy is with an example. So take a minute to read the following squeeze page copy I recently wrote to target Canadian consumers shopping for a mortgage:
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Do you know how to lock in the guaranteed lowest interest rate on your mortgage (for as long as 120 days) -- even before you begin shopping for your next home?
Do you know what time of the year offers the best opportunity for buying property at a discount?
If you have bruised credit or a bankruptcy, do you know the steps you must take to prove you can manage your money and how to then find lenders who will eagerly give you low interest rates?
As you know, today's economy has changed the rules for lending. But that doesn't mean you still can't save thousands of dollars on your mortgage or refinance.
The problem you face is confusion. With so many changes, it's nearly impossible to stay on top of all the programs and pitfalls facing today's consumers. It's no wonder why so many people have given up on getting their dream homes.
If the lending process has left you more confused than empowered, take a deep breath and relax. You're about to get an entirely new outlook on how you can secure a hassle-free home mortgage.
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Notice how the questions point out to prospects their lack of information. The only way to get the knowledge they need is by requesting the free special report I wrote for the client as a lead-capture tool. The instant a report is requested, the client knows that prospect needs a mortgage.
Pretty painless way to get qualified leads, isn't it?
Here's another example of the same copywriting strategy used in an article I wrote for a client about choosing the right type of employee:
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Do you know why you instantly eliminate up to 90 percent of available job candidates when you limit your search to temporary workers?
If your firm struggles with efficiency or redundancy, do you know why immediately filling your full-time vacancy with a full-time employee can cause you to squander time and money?
Do you know why you should avoid sharing your company, department and job role needs before questioning candidates during your interviews?
These are innocent mistakes that nearly everyone makes when filling vacant positions. But with some simple knowledge, you'll have no problem avoiding them the next time you hire new staff.
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In this case, prospects must continue reading the article to find out the answers.
In both examples, did you notice there are no "me" messages (i.e., messages about a company or individual)? Instead, all the copy appeals to a prospect's needs and wants.
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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 [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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Tell your friends and colleagues you've read it in Migalhas International
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Minería
Chile y Suecia acuerdan cooperar en el fomento de la minería sustentable. Así lo ratificaron a través de un memorándum que incluye trabajar conjuntamente en el cierre de yacimientos al final de su vida útil, así como en la seguridad, la energía y la eficiencia hídrica relacionada con la minería.
(Presione aquí)
Japan joins global custody pact
Japan agrees to sign up to the Hague Convention on International Child Abduction to better handle custody disputes that have split families across borders.
Maryland passes bill forcing railroad to disclose Holocaust activities
A US governor has signed a bill requiring a French railway company to disclose its role in the Holocaust if it is to win state contracts. Martin O'Malley of Maryland signed a bill aimed at Keolis, a Paris company owned by French national railways SNCF. The company had bid to operate commuter trains in the state of Maryland. According to the bill, the first of its kind passed in the US, companies that were involved in the deportation of Holocaust victims that seek contracts with Maryland's commuter rail system would have to make company records pertaining to their role available online to the public. The company records required to be disclosed include internal memoranda, receipts, invoices, audits and correspondence. In addition, the companies would have to provide an account of property confiscated from Holocaust victims and an account of restitution paid.
Ninth Circuit allows Argentine suit against Daimler AG for involvement in 'Dirty War'
The US Court of Appeals for the Ninth Circuit ruled Wednesday that a lawsuit by Argentine citizens can proceed against Daimler AG for the actions of Mercedes-Benz Argentina during the nation's 1976-1983 "Dirty War". The suit, which was dismissed by the US District Court for the Northern District of California in 2005 due to a lack of jurisdiction, alleges that Mercedes-Benz Argentina "collaborated with state security forces to kidnap, detain, torture, and kill the plaintiffs and/or their relatives." The plaintiffs seek damages under the alien tort statute and the Torture Victims Protection Act of 1991. The initial judgment stated that the case should be brought in Argentina or Germany, Daimler AG's place of incorporation.
Split over Airbus subsidy ruling
The World Trade Organization partly overturns a ruling on illegal subsidies to plane maker Airbus, leading both the US and Europe to claim victory. Airbus chief executive Tom Enders said it was "a big win for Europe", and the EU had won "on all key elements". He claimed the decision meant Germany, France, the UK and Spain could continue providing funding for Airbus via public-private partnership arrangements. However, US officials said $18bn in subsidies were still deemed to have broken rules and "caused serious prejudice" to US interests. "This report confirms for decades the European Union... has provided massive amounts of market-distorting launch aid and other subsidies that are inconsistent with WTO rules."
Expect more intrusive regulation
When senior bankers are alleged to have had affairs with members of staff, is there a public interest in disclosing what happened? This is what Royal Bank of Scotland's internal code of conduct says about close relationships between employees of the organization: "While the Group entirely respects the right of every one of us to form friendships and personal relationships at work, there will be occasions when it will be appropriate to tell your manager about a relationship that may impact on your work by creating a conflict of interest… The onus is on you to identify when it is appropriate to inform your manager of any relationship or association that has the potential to create a conflict of interest."
Big pharma's golden age leads to generics windfall
Patents are expiring on medicines launched during the 1990s, triggering a wave of new generic drugs. These days most prescriptions are filled with generics, which can save consumers on copays or the amount those without insurance have to pay out of their own pocket.
Egypt revolution resulted in at least 840 deaths
At least 840 people were killed, and more than 6,000 were injured during the Egyptian revolution to oust former president Hosni Mubarak, according to an AI - Amnesty International report released Thursday. AI argues that Egypt must do more to deal with the victims of human rights violations the organization claims were perpetrated by Egypt's security forces. The report argues that the new Egyptian government should take three broad steps to remedying the violations: Egypt should "conduct full, impartial and independent investigations into all cases of human rights violations which took place during the unrest," provide financial compensation to those who suffered human rights violations, and "undertake a fundamental overhaul of all the security and law enforcement bodies, and make public a clear structure of the various security branches with a clear chain of command and full accountability under the law."
UN urges DRC to strengthen rule of law
UN Secretary-General Ban Ki-Moon and the UN Security Council called Wednesday for continued reforms in the DRC - Democratic Republic of the Congo in order to strengthen the country's rule of law. President of the Security Council, Gerard Araud, spoke on the DRC's "peace and security, the forthcoming elections, governance and institution building, and economic development."
Bulgaria government approves bill targeting organized crime
The Bulgarian government passed a long-delayed bill on Wednesday that allows "civil confiscation" of assets before conviction. This allows the Commission for Establishing of Property Acquired from Criminal Activity to launch investigations of people who cannot account for their income, in a move designed to target organized crime. The bill has yet to be passed by the parliament. The EC - European Commission released reports in March 2010 that said Bulgaria needed to do more to combat corruption and organized crime and conduct judicial reforms in order to enjoy its full rights as a member of the EU - European Union.
LinkedIn IPO soars, feeding web boom
Shares of LinkedIn, a professional social network, soared on their market debut on Thursday, feeding a growing investor mania for the latest generation of Internet companies. As investor enthusiasm soars, analysts are wondering if the valuations for stocks like LinkedIn are grounded in reality. At $94.25 a share, the company's valuation is roughly $9bn, an astonishing figure for a company that was recently valued at about $2.5bn in the secondary markets. The site made $243.1m in 2010, with net income of $15.4m. LinkedIn's potential as a long-term investment will depend largely on how effectively the company can translate its position as "the" networking site for professionals into revenue. Goldman Sachs appears to be in a rare position for the firm: on the losing end of a deal. Goldman sold its entire stake in LinkedIn — 871,840 shares — in the offering. At the $45 I.P.O. price, that would reap $39.2m.
Jacoby & Meyers sues to overturn bans on nonlawyer ownership of law firms
Personal injury law firm Jacoby & Meyers has filed suit in an effort to overturn the ban on nonlawyer ownership of law firms. Jacoby & Meyers is challenging bans in New York, New Jersey and Connecticut, where it has a strong presence. The litigation could have a broader impact because the ethics rules banning nonlawyer owners are essentially the same in all of the states. Only Washington, D.C., allows such ownership. The suit filed on Wednesday claims the ethics rule against outside ownership "perpetuates economic inequity" because smaller firms don't have the same access to capital markets for expansion that the larger firms have. The ban is intended to protect lawyers' professional judgment from outsider influence. Australia and England have passed laws allowing nonlawyer ownership, and the issue is being debated in the US.
Brazil steps up fight against deforestation
Brazil has set up a crisis center to combat increased deforestation in the Amazon rainforest, the nation's environmental minister said Wednesday.
Bomb hits US consulate vehicles in Peshawar, one passerby killed, 11 injured
Al Arabiya, Online news, Dubai, United Arab Emirates
Obama seeks Palestine state on 1967 borders
Al Jazeera, Doha, Qatar
Ex-IMF chief gets $1m bail in NYC sex assault case
Arab News, Pro-government, Jidda, Saudi Arabia
Syria: Refugees deny Regime's Islamic Emirate claim
Asharq Al-Awsat, Pan-Arab daily, London, England
Bomb attacks on north Iraq police kill 27
Egyptian Gazette, English-language, Cairo, Egypt
Obama to aides: Netanyahu will never do what it takes to achieve Mideast peace
Haaretz, Liberal daily, Tel Aviv, Israel
A bad week for Iranian diplomacy
IPS Middle East, International cooperative of journalists, Rome, Italy
11 Afghans killed in anti-NATO protests
Iran Daily, English-language, reformist, Tehran, Iran
Palestinians bemoan failure to exploit social media
JPost, Conservative, Jerusalem, Israel
U.S. Republicans: Obama betrayed Israel
Nahamet, Online news portal, Beirut, Lebanon
Who condemns Israel's measures against civilians in occupied Palestine and Golan
Sana, Syrian Arab News Agency, Damascus, Syria
Yemen opposition refuses further talks with Gulf representative
Yemen Observer, Sana'a, Republic of Yemen
Media concession on injunctions
BBC News, Centrist newscaster, London, England
Obama calls for Israel's return to pre-1967 borders
CNN International, London, England
Paralysed crash victim Rob Summers can walk again thanks to Superman star Christopher Reeve
Daily Mail, Conservative daily, London, England
Taliban kill 35 road workers in east Afghanistan
EuroNews, International news, Ecully Cedex, France
JUSTICE: New York judge grants former IMF chief $1m bail
France 24, Issy-les-Moulineaux, France
Cannes condemns von Trier after Hitler remarks
Hurriyet Daily News, (Liberal, English-language), Istanbul, Turkey
Obama warns Arab dictators and demands Israel pulls back
Independent The, London, England
Funeral held for last WW1 veteran
Irish Times The, Centrist daily, Dublin, Ireland
Cold shower for energy investors
Moscow News The, Independent, Moscow, Russia
Medvedev's big presser disappoints
Moscow Times The, Independent daily, Moscow, Russia
Nato strikes hit eight of Gaddafi's warships
Sky News, Independent newscaster, Middlesex, England
L'affaire DSK: French right to private lives on trial
Spiked, (Alternative Internet Magazine), London, England
Dominique Strauss-Kahn: former IMF head bailed
Telegraph The, Conservative daily, London, England
Direct flights between Taiwan, China to begin soon
Antara News, News agency, Jakarta, Indonesia
QF flight in mid-air engine shut down
Bangkok Post, Independent, Bangkok, Thailand
Strauss-Kahn resigns, will fight sex charges
China Post, English-language daily, Taipei, Taiwan
Textbook entries about N.Korea to be cut
Chosun Ilbo, Conservative daily, Seoul, South Korea
Reannz picks Pacific Fibre for international capacity
Computer World, IT information, Fairfax, New Zealand
Egypt says Obama speech will help Palestinians
Dawn, English-language daily, Karachi, Pakistan
U.S. pushed for Pasha's India visit
Hindu The, Left-leaning daily, Chennai, India
2nd error strike on Wanted list
India Express, News portal, Mumbai, India
JNU bans junk food, campus rises in protest
India Times, Conservative daily, New Delhi, India
All's fair in economics-based documentaries and war
Japan Times, Independent centrist, Tokyo, Japan
Engine trouble on Qantas flight to London
New Zealand Herald, Conservative daily, Auckland, New Zealand
The end of an era in West Bengal and India
News The, Left-wing, Karachi, Pakistan
Suicide car blast kills 13 in Jalalabad
Pajhwok Afghan News, (Independent news agency), Kabul, Afghanistan
Israel approves overseas gamble on horse race
People's Daily Online, English-language, Beijing, China
Lawyer: Gitmo prisoner who died was mentally ill
Sify News, Chennai, India
McDonald's stockholders reject obesity proposal
Straits Times, Pro-government, Singapore
When the privacy walls fail
Sydney Morning Herald, Centrist daily, Sydney, Australia
BlackBerry sells 250,000 PlayBook tablets
Thaindian News, Bangkok, Thailand
Japan seeks to host IMF, World Bank meetings next year in show of recovery
The Economic Times, Business, Mumbai, India
Either lead transition or get out of the way: Obama tells Assad
Times of India, Conservative, New Delhi, India
Slave Lake residents learn fire ruined 374 properties
Canadian Broadcasting Centre, Toronto, Ontario
Gadhafi’s departure from Libya inevitable, Obama says
Globe and Mail The, Centrist daily, Toronto, Canada
MF Global nets 22% rise in fourth quarter profits to $1.069bn
International Business Times, Business news organization, New York, U.S
Netanyahu objects to Obama's backing of 1967 borders
Newser, News web site, Chicago, U.S
Weak dollar stokes equity gains, outlook wary
Reuters, Business News, New York, U.S
Obama, Netanyahu face tense meeting on Mideast
Reuters, World News, New York, U.S
Lady Gaga tops Forbes most powerful list
Vancouver Sun The, Conservative, Vancouver, Canada
Many hurt in S Africa train crash
BBC News, Centrist newscaster, London, England
FONKAR cite Baba Jamal for sponsoring spoilers
GhanaWeb, Online news portal, Amsterdam, Netherlands
Osama speaks 'from grave'
iafrica, Online news portal, Cape Town, South Africa
Opponents of South Sudan Draft Constitution must give us a break!
Sudan Tribune, Khartoum, Sudan
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