December 4, 2015 nº 1,703 - Vol. 13
 

"The only journey is the one within."

 Rainer Maria Rilke

In today's Law Firm Marketing, A copywriting cure for boring marketing materials

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  • Crumbs

1 - US House blocks carbon emission rules, Obama to veto - click here.

2 - FIFA Corruption Case Brings More Arrests in Zurich - click here.

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  • MiMIC Journal

China to start stock circuit breaker in january to calm swings

China will start a stock-market circuit breaker at the beginning of next year to help calm volatility after the summer rout sent price swings in the benchmark index to 18-year highs. A move of 5 percent in the CSI 300 Index would trigger a 15-minute halt for stocks, options and index futures, while a swing of 7 percent would stop trading for the remainder of the day.

China and South Africa in $6.5bn worth of deals

China and South Africa have signed deals and loans valued at $6.5bn (£4.3bn), with the focus on building infrastructure in the African giant. About 26 deals were signed on Wednesday, with $2.5bn going to South Africa's state-owned rail operator. China has given a series of loans to African countries for development.

China doubles down on terrorism 'double standards' accusation

China has turned up the volume with its complaints that the world applies a double standard when it comes to terrorism.

  • Law Firm Marketing

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:

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.

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:

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.

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.

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

Energía

El grupo español Acciona y el buscador de internet Google llegaron a un acuerdo de suministro de energía renovable para el centro de procesamiento de datos que posee el gigante de la tecnología en la capital chilena. Acciona confirmó que el suministro del centro de Google provendrá de la planta de energía El Romero, que construye actualmente en el desierto de Atacama una de las diez mayores centrales fotovoltaicas en el mundo.

Licencia ambiental

Colombia otorgó por primera vez en varias décadas una licencia ambiental para un proyecto aurífero a cielo abierto a la multinacional minera de origen sudafricano de AngloGold Ashanti y a la canadiense B2Gold que operan en una zona montañosa del noroeste del país. (Presione aquí)

BTG

BTG Pactual abandonará negocios no esenciales en Brasil. La entidad coloco a la venta de 12% en su cadena de centros médicos Rede D'Or São Luiz SA , la medida marca la primera de muchas desinversiones que ayudarán al atribulado Grupo BTG Pactual SA a salir de segmentos no bancarios, según su presidente Persio Arida.

Juicio político

El ex presidente de El Salvador Francisco Flores será juzgado por la presunta malversación de US$ 15 mlls. de un programa de cooperación con Taiwán y por lavado de dinero. (Presione aquí)

  • Brief News

Brazil begins presidential impeachment proceedings

The speaker of Brazil's lower house of Congress has opened impeachment proceedings against President Dilma Rousseff. The process is based on allegations Rousseff broke the law in managing last year's budget, Eduardo Cunha said. Despite re-election last year, her popularity has slumped amid a corruption scandal involving the state-owned oil giant, Petrobras. "I was outraged by the decision," said Ms Rousseff in a televised speech. "I haven't committed any wrongful act," she added. Rousseff, who earlier called an emergency cabinet meeting, said she was confident that the impeachment motion would be rejected. Two-thirds of the lower house must approve the process for it to proceed. The governing coalition has a majority in the lower house of Congress. The defeated opposition candidate in last year's presidential election, Senator Aecio Neves, has tweeted that he supports the impeachment request. “Everyone in the country must obey the law, especially the president," he wrote. Cunha is himself facing corruption allegations, which he denies. (Click here)

McDonald's faces European tax probe

The European Commission has opened an investigation into the tax affairs of US fast food chain McDonald's. The investigation will focus on McDonald's tax deals with Luxembourg. The European Commission says the deals allowed McDonald's to avoid paying taxes in both Luxembourg and the US on royalties from Europe and Russia. It follows similar investigations into tax deals made by US coffee shop Starbucks and online retailer Amazon with some authorities in Europe. The Commission said two tax rulings given by the Luxembourg authorities in 2009 had allowed McDonald's Europe Franchising to pay no corporation tax in Luxembourg since then, despite recording large profits. It added that in 2013, McDonald's profits were more than €250m ($265). Commissioner Margrethe Vestager, in charge of EU competition policy, said: "A tax ruling that agrees to McDonald's paying no tax on their European royalties either in Luxembourg or in the US has to be looked at very carefully under EU state aid rules. "The purpose of double-taxation treaties between countries is to avoid double taxation - not to justify double non-taxation."

Forget the lawyers: here's what will decide Volkswagen suits

Since the day it came out that Volkswagen AG cheated diesel-emissions tests, US consumers have been suing and lawyers have been wrangling over where the cases will be heard. But for the cars’ owners and Volkswagen, that fight -- the centerpiece of a hearing Thursday in New Orleans -- doesn’t matter so much because the legal case is actually quite simple. While other recent actions against carmakers have featured gruesome photos showing the dangers of faulty airbags or ignition switches, these suits will largely turn on how much customers should get for being duped into buying high-polluting vehicles. All signs point to an early settlement since “the company has admitted liability” and promised to fix the problem or compensate consumers, said Erik Gordon, law professor at the University of Michigan. Depending on whether it just covers the premium paid for “clean diesel” or a full buyback of the cars, the payout could range from $1.5 billion to $8.9 billion.

Zuckerberg defends his new philanthropic initiative

Facebook founder Mark Zuckerberg has defended the unusual company structure chosen for the eye-catching philanthropic venture launched to celebrate the birth of his daughter. Zuckerberg will give away 99% of his stake in Facebook, worth $45bn (£30bn), to fund the Chan Zuckerberg Initiative. Rather than set up a simple charity, Zuckerberg formed a limited liability company (LLC) to administer the money. An LLC brings certain tax exemptions but also allows investment for profit. Critics have said the structure of the Chan Zuckerberg Initiative could provide a way for the Facebook founder to avoid paying tax on the sale of his shares. They have also questioned why he did not set up a not-for-profit charity instead. An LLC allows Zuckerberg to keep hold of the voting and allocation of the shares he puts into it.

Denmark votes No on adopting EU rules

Danes have rejected adopting EU rules on cross-border policing in a referendum that could have seen the country take closer ties with the bloc. Denmark's centre-right government had wanted to abandon some Danish opt-outs from EU home affairs legislation. The vote comes weeks after the Paris attacks and as Europe struggles to deal with record numbers of migrants. Ultimately, voting No means Denmark remains exempt from large parts of the EU's criminal justice and home affairs system, a position it negotiated in 1993. It risks losing access to Europol, Europe's crime and intelligence-sharing agency, a service frequently used by Denmark. The confusing wording of the referendum question seems to have been a factor.

Google facing privacy violation complaint

The Electronic Frontier Foundation (EFF) filed a personal privacy violation complaint on Tuesday with the Federal Trade Commission (FTC) against Google. The complaint outlines that the default "sync" setting of Chromebooks sold to schools allows Google to track and maintain the records of all student Internet activity conducted while using the product, including sites visited, saved passwords and search terms used. The EFF also details how this collection of information violates the legally-enforceable Student Privacy Pledge that Google endorsed. In this pledge, signors committed to the "responsible stewardship and appropriate use of student personal information" and promised not to collect student data for anything other than educational purposes. The EFF requests that the FTC investigate Google's actions and destroy all private student information collected that is not necessary for educational purposes, or in the alternative, asks the FTC to order Google to withdraw from the Student Privacy Pledge.

Beer drinkers sue to stop AB InBev's $110 billion SABMiller deal

Beer drinkers sued to block Anheuser-Busch InBev NV’s $110 billion SABMiller Plc takeover, saying the deal would force them to pay more for lower quality. The acquisition by the world’s largest brewer of the second biggest would create a monopoly in the beer market in violation of US antitrust law, the beer drinkers contend. Brewers of mass-market beer are trying to cut production and distribution costs as they lose sales to smaller independent brands in Europe and North America. Carlsberg A/S, the world’s fourth-largest brewer, announced this month that it would eliminate 2,000 jobs. The AB InBev lawsuit by San Francisco lawyer Joseph Alioto on behalf of 23 consumers was filed Tuesday in federal court in Oregon. The drinkers, who said they have bought products made by either or both companies, as well as craft beers, seek to permanently bar the sale.

Pakistan lawyer files for return of Koh-i-Noor diamond

A petition demanding the return of the Koh-i-Noor diamond, one of the British Royal Family's Crown Jewels, has been filed in a Pakistan court. The 105-carat diamond fell into British hands in 1849 when the East India Company annexed the region of Punjab. The lawyer behind the suit said the gem was part of Punjab's heritage. During Independence in 1947 Punjab was split between India and the new nation of Pakistan. The court has yet to admit the case.

US judge rejects Honda and Takata bid to end lawsuit

A US judge rejects a bid by Takata and Honda to end a class action lawsuit representing millions of owners of cars with potentially faulty airbags. The airbag maker along with other carmakers will continue to face the lawsuit that alleges that they violated anti-racketeering laws, district judge Federico Mareno ruled in Miami. The firms have been moving quickly to settle US death claims. Over 19 million US cars have been recalled since 2008 due to the airbags. Takata and Honda have agreed to undisclosed settlements for six of the eight deaths linked to ruptured Takata airbag inflators in Honda vehicles. Takata's air bag inflators use ammonium nitrate and can deploy with too much force, spraying metal shrapnel.

Yellen says US economy can handle rate increase

US Federal Reserve chairwoman Janet Yellen has told Congress that the economy is reaching a point where it can handle an interest rate rise. She said that raising interest rates would show "how far our economy has come in recovering from the effects of the financial crisis". Her remarks come after a string of data indicated a strengthening US economy.

Many investors are confident the Fed will raise rates at its next meeting on 15 and 16 December. Wall Street stocks dipped following the remarks.

Spain court declares Catalonia independence plan unconstitutional

The Constitutional Court of Spain on Wednesday declared unconstitutional a resolution by the Parliament of Catalonia that proposed a plan for the region's independence from Spain by 2017. The resolution was approved by Catalonian lawmakers in November, and stated that Parliament would take the "necessary steps" to effect the separation from Spain in a peaceful and democratic manner and in a way that would empower citizens. The court held that the resolution violated Articles 1.1, 1.2 , 2, 9.1 and 168 of the Constitution and Articles 1 and 2.4 of the Statute of Autonomy of Catalonia. The resolution states that the separation of Catalan from Spain is not subject to the decisions of the Constitutional Court.

HRW: Thousands detained without charge in Libya for more than a year

Human Rights Watch (HRW) said Wednesday that thousands of people, including children, are being arbitrarily detained in Libya. The report highlights torture and other forms of ill-treatment in four prisons in Tripoli and Misrata, which were personally visited by HRW representatives. The report is based upon interviews conducted by HRW with 120 detainees, none of whom have been charged with a crime or granted the opportunity to appear before a judge.

Federal jury hands down rare conviction for coal executive

A federal jury has convicted former Massy Energy CEO Don Blankenship for conspiring to willfully violate mine safety standards at the site of a 2010 explosion that killed 29 people.

BTG Pactual and the Perils of Supervoting Stock

BTG Pactual offers a case against companies issuing multiple classes of stock. The investment bank’s former boss, André Esteves, who is incarcerated, has ceded voting control in a stock swap with his partners. It’s a neat fix, but reveals yet another risk of supervoting stock. Investors in companies with similar structures — like Google, Moelis & Company and nearly every major media firm — should take heed.

Australia passes new law to strip Jihadists of citizenship

Australia on Thursday sought to strengthen its antiterrorism measures, passing a bill that will strip Australian dual nationals of their citizenship if they are suspected or convicted of terrorism.

Was San Bernardino mass shooting an act of terrorism? Depends on motive

Law-enforcement officials say they have yet to pinpoint the motivation for the San Bernardino, Calif., shootings, and they have tread carefully when asked -- and they have been asked a lot -- whether the deaths of 14 people amounted to an act of terrorism.

  • Daily Press Review

Turkey sacks Ankara police chief after suicide bombings
Al Jazeera, Doha, Qatar

MPs approve Osborne's budget rules
BBC News, Centrist newscaster, London, England

Israeli-Palestinian violence: What you need to know
CNN International, London, England

Heidi Klum is 'mom and a dad at the same time' since her split from Seal in 2012
Daily Mail, Conservative daily, London, England

Denmark's Princess Marie denies boob job after Her & Nu magazine claimed she had one
Daily Mail, Conservative daily, London, England

Tense times in Jerusalem
EuroNews, International news, Ecully Cedex, France

Israel seals off East Jerusalem after 'Day of Rage' attacks
France 24, Issy-les-Moulineaux, France

?? Sanat to present a rich program in its new season
Hurriyet Daily News, (Liberal, English-language), Istanbul, Turkey

'Blood moon' prompts Mormon announcement: This is NOT the end of the world
Independent The, London, England

Pompeii's pilferers punished with a curse from the gods
Telegraph The, Conservative daily, London, England

The Apprentice 2015: episode 1, live
Telegraph The, Celebrity news, London, England

Hung ouster in motion, Chu calls for party unity
China Post, English-language daily, Taipei, Taiwan

Up to 10 Million People Made Sick by Their Phones
Chosun Ilbo, Conservative daily, Seoul, South Korea

Pope Francis makes historic first US visit
Hindustan Times, New Delhi, India

Minister vows to return donations from firms involved in bid-rigging
Japan Times, Independent centrist, Tokyo, Japan

Financial services startup Square files for $275M IPO
New Zealand Herald, Conservative daily, Auckland, New Zealand

Ukraine President cancels trip over protests in eastern Ukraine
Straits Times, Pro-government, Singapore

Beat the post holiday blues
Sydney Morning Herald, Centrist daily, Sydney, Australia

Nike says expects revenue of $50 bn by 2020
The Economic Times, Business, Mumbai, India

It's official ó the 1% finally own 50% of everything
Canadian Broadcasting Centre, Toronto, Ontario

New York teen dies after beating at church during 'counselling'
Globe and Mail The, Centrist daily, Toronto, Canada

Liberty Reserve Brought Down By 'Joe Bogus': How The Feds Arrested Arthur Budovsky
International Business Times, Business news organization, New York, U.S

Wall St declines as Wal-Mart's weak forecast drags on retailers
Reuters, Business News, New York, U.S

Malaysia's embattled PM facing stern test as parliament returns
Reuters, World News, New York, U.S

Blue Jays cut lead to 2-1 against Rangers in Game 5
Toronto Star, Toronto, Ontario

US troops to help fight Boko Haram
BBC News, Centrist newscaster, London, England

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