August 25, 2017 nº 1,899 - Vol. 14

"Don't use time or words carelessly. Neither can be retrieved."

In today’s Law Firm Marketing, how to create an effective newsletter: 12 steps to designing a newsletter that attracts new clients.


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  • Top News

No 'direct jurisdiction' for EU court after Brexit, say ministers

The UK will no longer be under the "direct jurisdiction" of the European Court of Justice after Brexit, a government policy paper will say. Ministers say they want a "special partnership" with the EU, but it is "neither necessary nor appropriate" for the ECJ to police it. Critics say the word "direct" leaves room for the ECJ to still play a part. The pro-EU Open Britain group said the phrase paved the way for a "climb-down" over the jurisdiction of the court. Speaking on behalf of the group, Labour MP Chuka Umunna said: "Nothing the government says it wants to deliver from Brexit - be it on trade, citizens' rights, or judicial co-operation - can be achieved without a dispute resolution system involving some role for European judges." But Leave campaigner Bernard Jenkin told the Daily Telegraph the court "should not have any role" post-Brexit. "No non-EU country will be much interested in talking to us about a free trade agreement if we still look hobbled by our relationship to the EU," added the Conservative MP. Prime Minister Theresa May has promised to take the UK out of the Luxembourg-based ECJ's jurisdiction after Brexit. But the question of how future agreements between the UK and the EU will be enforced is proving contentious. (Click here)

  • Crumbs

1 - Chinese group to buy Odebrecht Peru asset for $1.39 billion. (Click here)

2 - India's Supreme Court says privacy is an intrinsic right in blow to government. (Click here)

3 - Toshiba sells $58.5 million in shares of Mitsubishi UFJ. (Click here)


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  • MiMIC Journal

China rights lawyer 'confesses' to attempting to overthrow government

Chinese human rights lawyer Jiang Tianyong confessed at a trial on Tuesday to attempting to overthrow the Chinese government. Jiang has been in custody since November of last year. At the trial, he stated that Western laws led him to attempt to overthrow the country's Communist government and that he helped fabricate tales of torture for another human rights lawyer, Xie Yang, who had a trial in May. Jiang has represented human rights issues in China for over 10 years. The Chinese government had removed his law license in 2009.

US hits Chinese firms over North Korea

Ten companies and six individuals in Russia and China are subject to a new round of US sanctions.

Jeep: This American icon could soon be part of a Chinese company

The Chinese company Great Wall Motor has expressed interest in acquiring the Jeep brand from Fiat Chrysler Automobiles. Sales of Jeep and other US brands have been growing in China.

China's grocery trolls make giant piggy banks of Walmart and Carrefour

A sprawling new Food Safety Law has spawned a cottage industry of professional complainers who sue food manufacturers and retailers over infractions big and small.

  • Law Firm Marketing

How to create an effective newsletter: 12 steps to designing a newsletter that attracts new clients
By Trey Ryder

The word newsletter means different things to different people. I think a better term for the periodic advisory you send to people on your mailing list is an "alert."

In my mind, an alert implies a publication that is shorter than a traditional newsletter. So as you begin your alert, think of a publication you can create quickly and easily, with standard components, such as your photo and biography.

Your alert's content is determined by what you want the alert to do. To effectively attract new clients, here's how to design your alert so it's a powerful marketing tool:

Purpose #1: Your alert should keep your prospects and clients up to date on your area of the law.

Step #1: Explain recent court decisions and suggest what your readers should do in light of those decisions.

Purpose #2: Your alert should tell your prospects and clients what might happen in the future.

Step #2: Explain proposed legislation and any pending legal actions that could affect prospects and clients.

Purpose #3: Your alert should increase your credibility.

Step #3: Include (1) information and advice about your practice area, (2) case histories about clients you have helped, and (3) a detailed biography that includes your background and qualifications.

Purpose #4: Your alert should generate interactions with prospects and clients.

Step #4: Create reasons and opportunities for readers to get information from you and to talk with you. Offer to mail written materials from your office. Sponsor seminars that prospects and clients may attend. Invite them to call your office and speak with you over the telephone.

Purpose #5: Your alert should strengthen your relationship with readers.

Step #5: Include a pleasant photograph with a warm, engaging smile. (The photo is usually placed next to the biography, although I like photos also in the masthead.) Choose words that are friendly, informal and supportive, so you reinforce your commitment to helping prospects and clients prevent problems and reach solutions. Also, invite them to call and talk with you on the telephone.

Purpose #6: Your alert should focus on your prospect.

Step #6: Write the alert in marketing style that focuses all attention on your prospect. Use you-oriented language so readers feel they are at the center of the action. Use vivid word pictures so readers see themselves in your examples. Use active verbs, which emphasize action, rather than passive verbs, which put readers to sleep.

Purpose #7: Your alert should help your prospect make the decision that is right for him.

Step #7: Explain to your prospect the pros and cons of each option so your prospect receives an objective presentation. Tell your prospect what you would do if you were in his shoes.

Purpose #8: Your alert should establish urgency so your prospect acts now.

Step #8: Emphasize to the reader the benefits of solving his problem now. Explain the serious risks of allowing the problem to persist. Encourage the reader to act now before the situation grows worse.

Purpose #9: Your alert should maintain and further your dignified, professional image.

Step #9: Hire an experienced artist or designer who appreciates the value of understated graphics. Make sure your alert is pleasing to the eye and set in fonts that are easy to read. Choose paper and ink(s) that are consistent with your image. Mail your alert in an envelope. Self-mailers, where the label goes directly onto the alert, look like junk advertising mail. This means your newsletter could quickly find itself in the round file.

Purpose #10: Your alert should serve as a referral tool that the person on your mailing list can give to a friend or colleague.

Step #10: Include many offers that will attract calls from the reader, even if the reader is not on your mailing list. Offer to mail your free fact kit to anyone who calls your office. Invite telephone inquiries from the reader. Invite the reader to your seminars. Invite the reader to call your office and ask to be added to your mailing list.

Purpose #11: Your alert should emphasize the complexity of your area of the law.

Step #11: Write your alert so readers can easily conclude that (1) your area of the law is complicated, and (2) they would be foolish to try to address a legal problem without your help. Include practical tips about how to hire an attorney who specializes in this area of the law. Mail your alert at least monthly. The frequency of mailing is much more important than the size of each issue. Frequency reinforces the fact that your area of the law is constantly changing, and this helps reinforce why your prospect should hire your services.

Purpose #12: Your alert should be easy for you to write and mail.

Step #12: Design your alert so it fits neatly on both sides of a single 8.5" x 14" sheet and, when folded, fits into a regular #10 business envelope. This oversize sheet enhances the importance of your alert because its size is more imposing than ordinary sheets of paper. Lay out your alert on your office computer and keep the format available so you can easily write, duplicate and mail a new alert each month.


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

Ley de Migraciones

Bachelet firmó el proyecto que actualiza la Ley de Migraciones del Chile y este miércoles la iniciativa ingresó al Congreso. El documento de 68 páginas contempla la modernización de distintos ejes regulatorios de la actual regulación migratoria. Uno de los puntos que toca el proyecto de ley destaca el aumento del límite actual que tienen las empresas en cuanto a la contratación de trabajadores extranjeros. (Presione aquí)

Mujica y Vázquez

Mujica y Vázquez trabajan en misión oficial a EE.UU. por la ley de la marihuana. Expresidente coordina acciones directamente con Presidencia y lucha por salvar su polémica iniciativa. El gobierno trabaja en el armado de una misión oficial para viajar a Nueva York y negociar directamente con los bancos estadounidenses una salida al problema. (Presione aquí)

  • Brief News

In a boon to prosecutors, insider trading ruling is reshaped

The decision of the United States Court of Appeals for the Second Circuit in Manhattan in United States v. Newman, which roiled the world of insider trading when it was announced in December 2014, seems to be relegated to little more than a footnote in the history of securities fraud with an opinion from the same court affirming the conviction of Mathew Martoma. Insider trading law has seen many twists and turns the last few years, and figuring out what is required to prove tipping of inside information meant Mr. Martoma had to wait almost three years for his appeal to be decided. The law may be settled now with the decision's finding that the approach in Newman to tipping confidential information "can no longer be sustained." That is, unless the Second Circuit decides to have all 13 active judges rehear the case, known as en banc review, potentially raising anew questions about what evidence is needed to prove an illegal tip of confidential information.

India top court rules Islamic instant divorce law unconstitutional

The Supreme Court of India ruled Tuesday that Islam's instant divorce law, which allowed Muslim men to divorce their wives by saying the word "talaq" three times, was unconstitutional. The case was heard by five judges of the court and resulted in a vote of 3-2. The court found that the practice was gender discriminatory and noted that several countries with sizable Muslim populations do not allow the talaq instant divorce. The court has given a six-month period for the talaq divorce to be redefined or simply done away with altogether. No husband is allowed to use the talaq divorce during this period. The All India Muslim Personal Law Board filed an affidavit stating that they will recommend that during marriages, the husband not utilize the talaq divorce. However, the AIMPLB has stated that they will contest the ruling. The ruling was supported by India's prime minister Narendra Modi. (Click here)

Huge rise in Nigeria child 'human bombs'

There has been a significant increase in the number of children used as human bombs by Boko Haram militants in north-east Nigeria, the United Nations says. Unicef reports there have been 83 cases so far this year - four times as many as in the whole of last year. 55 were girls under the age of 15 and in one case the bomb was strapped to a baby being carried by a young girl. Unicef says this tactic is an atrocity causing fear and suspicion of children released by the militants.

Internet firms seek to put liability shield in new Nafta

Big internet firms are seeking to get liability protections they enjoy in the US inserted into a renegotiated North American Free Trade Agreement, adding fuel to a fight over the legal shield that some lawmakers say has facilitated online sex trafficking.

Trump: "I'll close government to build Mexico wall"

Trump has vowed to close down government if that is what it takes to build his wall along the Mexico border. He also said at a "Make America Great Again" rally in Phoenix, Arizona, that the opposition Democrats were being "obstructionist". Trump also said he thought he would "probably end up terminating Nafta", the trade deal with Mexico and Canada.

Venezuela seeks prosecutor's arrest

Luisa Ortega has gone to Brazil and is expected to seek asylum in the US.

Amazon takeover of Whole Foods gets key Federal approval

Amazon's purchase of Whole Foods is another step closer to reality, after the Federal Trade Commission decided the grocery deal would not hamper competition or provide an unfair advantage. The approval came on Wednesday — the same day shareholders of the Whole Foods chain approved the $13.7 billion deal that would make Amazon a bigger player in the grocery business. Large mergers are subject to review by the FTC and the Justice Department; the review is normally handled by only one of the agencies, based on which agency has the most expertise in the industry involved. The Amazon-Whole Foods merger is expected to close during the second half of 2017. (Click here)

UN rights experts urge Iraq to ensure justice for Islamic State sexual abuse victims

The UN Assistance Mission to Iraq published a report on Tuesday urging the Iraqi government to ensure the rights of those individuals sexually victimized by Islamic State forces. According to the report, thousands of women and girls have been subjected to physical and mental abuses as result of sexual assault, abduction, slavery, displacement, forced religion changes, and other forms of inhumane treatment. While the Iraqi government has taken some positive steps to address these abuses, the report states that the government is legally obligated to ensure that all victims have proper access to justice, receive adequate care for recovery, and may be reintegrated into their families and communities.

Florida lawmakers to review law targeting injured undocumented workers

The second-highest ranking member of the Florida Senate pledged a legislative review of a state law that has allowed injured undocumented workers to be arrested and potentially deported rather than paid workers' compensation benefits. "Legitimate injuries shouldn't be denied just because the person was an undocumented immigrant," said Republican Sen. Anitere Flores. "One needs to balance the going after fraudulent claims," she said, "with not overcompensating and then denying claims to those individuals who have actually been injured." Legislators in the Sunshine State need to correct this loophole so workers hurt on the job get the care they need.

Thai ex-PM fails to show for verdict

Former Thai PM Yingluck Shinawatra has failed to show up for the verdict in her trial over a rice subsidy scheme. Lawyers for Yingluck, who is charged with negligence, said she was ill. The Supreme Court has issued an arrest warrant for her and has delayed the verdict to 27 September. She has denied any wrongdoing in the scheme which cost Thailand billions of dollars. If found guilty, she could be jailed for up to 10 years and permanently banned from politics.

EU needs migrant labour reform - France's Macron

French President Emmanuel Macron has warned that the EU risks breaking up if it fails to reform the rules on temporary foreign workers. He was speaking in Romania, one of the ex-communist countries whose low wages and social charges make their workers cheaper to hire for temporary work in France and other richer EU nations. Macron said "some political and business circles" in the EU were trying to promote "social and fiscal dumping". He wants EU-wide reform of the rules.

Government can search inauguration protest website records, with safeguards

The US Department of Justice wants access to website records related to the protests during President Trump's inauguration. A judge approved the warrant but asked for procedures to protect privacy.

Trump's transgender ban in military will focus on new enlistments

Gay and lesbian troops have been able to serve openly in the US military since 2011; transgender service members were allowed to do the same in 2016.


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