November 24, 2017 nº 1,924 - Vol. 14

"Happiness is a virtue, not its reward."

Baruch Spinoza

In today's Law Firm Marketing, why marketing strategies trump tactics.


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  • Top News

UN chief calls for increased help in tackling human trafficking and war crimes

UN Secretary General António Guterres on Monday expressed grave concern about increases in human trafficking in an open UN Security Council debate in New York. Guterres listed Da'esh, Boko Haram, Al Shabaab and the Lord's Resistance Army as some of the terrorist groups forcing women and children into de-humanizing servitude. Reminding UNSC of the disturbing images of African migrants being sold as "goods" in Libya, Guterres stated of these terrorist groups: "Their brutality knows no bounds: sexual exploitation, forced labor, the removal of bodily organs and slavery are the tools of their trade. It is our collective responsibility to stop these crimes. We must act urgently to protect the human rights and dignity of migrant populations. [...] That means bringing the perpetrators to justice. It means immediately increasing humanitarian aid. And it means helping the Libyan authorities to strengthen their own capacity to protect and provide for vulnerable men, women and children." While acknowledging that UNSC has taken important steps against trafficking by unanimously adopting Resolution 2331 in December, Guterres urged that these "efforts need to be intensified." Stating that an increased understanding of human trafficking markets and routes is essential to preventing such trafficking, Guterres highlighted: "Trafficking is also a development issue. Preventing the situations that lead to trafficking means addressing poverty and exclusion in line with the 2030 Agenda for Sustainable Development."

  • Crumbs

1 - U.S. judge strikes down Texas measure to limit second-trimester abortions. (Click here)

2 - London seeks protection for legal services after Brexit. (Click here)

3 - Federal judge blocks Trump's transgender military ban. (Click here)


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  • MiMIC Journal

Beijing criticises Australia over South China Sea policy

China has criticized Australia for making "irresponsible remarks" over the South China Sea in a policy paper. On Thursday, Australia raised concerns about the "pace and scale" of China's activities in the disputed zone - part of a wide-ranging document setting out Canberra's foreign engagement strategy. Beijing said the paper was generally positive towards China, but Australia should not get involved in the dispute. The Australian government played down the criticism on Friday.

'Needle abuse' found in Beijing nursery

Several children were allegedly given injections and fed drugs in a case that has sparked an outcry.

China busts a $3 billion underground bank as it tightens its grip on money

The police detained seven people thought to have helped thousands of Chinese circumvent government limits on how much money they can move from the country.

  • Law Firm Marketing

Why marketing strategies trump tactics
By Tom Trush

A few weeks back, I shared a chilling stat highlighting the challenges of marketing in today's skeptical business environment.

The Sales Benchmark Index released data that showed an estimated 71% of companies fell short of their marketing's revenue targets last year.

The reason (according to the SBI) is that most companies rely on marketing tactics, instead of strategies.

What's the difference?

Well, a tactic is typically a random activity that comes with hopes of quick results. Whereas a strategy involves a long-term plan with several steps and desired goals. (A tactic can play a role within a strategy.)

Of the two options, strategies are more effective for establishing trust.

You see, your prospects want to feel like they're working with an expert. A long-term approach allows you to repeatedly demonstrate your knowledge and deliver value.

This boosts your status in a potential buyer's eyes. After all, you're not seen as a salesperson -- you're viewed at as a valuable resource.

Remember, too, a mere 3% of a typical market is in buying mode right now. So if you don't have a long-term plan for marketing, you're ignoring a huge percentage of potential buyers.

Also, providing information that helps prospects succeed leads to greater trust and credibility. As a result, not only are prospects happy to hear from you, they use you as a resource to get input on decisions within their businesses.

The good news is...

You can achieve this status when consistent communication with prospects and clients is part of your company's overall marketing strategy.

Again, consistency is key.

One attempt at communication is a tactic. Consistent communication is a strategy.

My clients who see the most marketing success put valuable content in front of prospects and clients at least every 3-4 weeks. Again, this is material that helps people succeed in solving some type of problem.

If time is an issue or you don't know what to say, seek out someone to write your content for you. This makes the process easy and, more importantly, you get your message out on a regular basis.

Need a strategy to help you get started?

Here's a suggestion.


Tom Trush is available at


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  • Historias Verdaderas


Un inversor holandes reclama a Panamá el pago de US$ 62,5 mlls. por la liquidación de una casa de Valores. Jochem Bernard Buse, ejecutivo principal y accionista de la Casa de Valores de Panamá Wall Street, S.A., antes Thales Securities, S.A. llegó al Centro Internacional de Arreglo de Diferencias Relativas a las Inversiones, y alega que Panamá infringió las disposiciones del Convenio para la Promoción y Protección Recíprica de las Inversiones, suscrito entre la Nación y el Reino de los Países Bajos. Para su defensa, el gobierno panameño contrato al bufete internacional: Hogan Lovells US LLP. (Presione aquí)

Más tiempo

El regulador antimonopolios de Brasil amplió en 90 días el plazo límite para revisar la adquisición de Monsanto por parte de Bayer y lo llevó a fines de marzo, lo que arruinaría los planes de ambas compañías de cerrar la operación de US$ 66.000 mlls. antes de fin de año. Bayer y Monsanto declinaron hacer comentarios sobre la decisión. La adquisición, anunciada en 9/2016, crearía un gigante mundial en la industria de pesticidas y semillas. Brasil es el mayor mercado de Monsanto después de Estados Unidos.

China - Argentina

El gobierno de Argentina confirmó que China le otorgó un préstamo por US$331,5 mlls para la construcción de tres parques fotovoltaicos en la provincia norteña de Jujuy. El préstamo, a 15 años y con cinco años de gracia, se suscribió a una tasa del 3%. El proyecto es financiado con una línea de crédito concesional del Export-Import Bank de China, banco designado por el gobierno de la República Popular China.

  • Brief News

Facebook, Google and start-ups oppose net neutrality U-turn

Technology giants Google and Facebook have joined forces with start-ups to criticize US plans to alter net neutrality rules. The principle that all internet traffic should be treated equally was enshrined in US law in 2015. But telecom companies complained an overly regulated net stifled innovation, particularly their ability to roll out broadband services. Regulators will vote in December on whether to overturn the rules. The changes have been proposed by the Federal Communications Commission. (Click here)

Will Justice Department's lawsuit derail deal-making boom?

The Trump administration’s lawsuit to block AT&T's takeover of Time Warner not only threatens an enormous corporate deal. It also has ignited a guessing game on Wall Street about whether the booming market for mergers and acquisitions is about to be derailed. Roughly $2.78 trillion worth of deals have been announced worldwide so far this year, according to Thomson Reuters. While that is down 2.7 percent from the same period last year, 2017 ranks as the third-best year for mergers over the past decade. But the Justice Department’s lawsuit on Monday to block the $85.4 billion AT&T-Time Warner deal could rapidly cool the deal-making climate. The fundamental question is this: Is the lawsuit taking aim at one particular transaction, or is it a signal that the White House is opposed to corporate consolidation in general? After all, President Trump specifically denounced the deal on the campaign trail last year.

How the US defines race and ethnicity may change under Trump

The Trump administration is considering asking about race and ethnicity in a radical new way on the 2020 Census. It could have far-reaching implications for redistricting and anti-discrimination laws.

Crowds gather for Zimbabwe swearing-in

Emmerson Mnangagwa is to be inaugurated, amid calls for an end to the "culture of corruption".

Michael Flynn's lawyers 'split from Trump'

Lawyers for former top White House aide Michael Flynn have told Donald Trump's legal team they can no longer discuss the investigation into alleged Russia interference in the 2016 US election, media reports say. The move suggests Mr Flynn may be cooperating with prosecutors. Special counsel Robert Mueller is looking into any links between Russia and the Trump campaign. Both deny there was any collusion.

Japanese politician brings baby to assembly sparking debate

A local Japanese politician has been criticized by lawmakers for trying to bring her baby to a council session. Yuka Ogata said she wanted to show how difficult it is for women to juggle careers and raise children. Kumamoto municipal assembly officials said she had violated assembly rules as visitors and observers are forbidden from the floor. After a lengthy discussion, Ms Ogata left the child with a friend and the session started 40 minutes late. The council says it will discuss her case and ways to support lawmakers with young children.

German parliament Twitter ban derided by MPs

German MPs have reacted indignantly to an attempt by the new speaker to restrict their use of social media during sessions in parliament. Wolfgang Schäuble sent a letter to MPs telling them that electronic devices should not be used to tweet or send out news about what was going on in the chamber. (Click here)

US gun control: review into background checks

US Attorney General Jeff Sessions has ordered a thorough review of the FBI database used to check the backgrounds of people who want to buy guns. The review will assess how key information about the gunman who carried out a mass shooting at a church in Texas on 6 November was apparently not registered. Sessions said it was "unacceptable" that this may have been the case.

Foreign law firms averse to India entry

A widening gap between hourly rates of Indian lawyers and their international counterparts is making the country an unattractive destination for foreign law firms, according to a soon to-be-released study. The finding of RSG Consulting's study comes at a time when the Indian government is planning to open the market for foreign law firms to boost economic activity. Competition-led pressure on pricing has thwarted the potential size of the Indian legal market to $1.3 billion in the year through March 2018, in spite of rising work related to goods and services tax, the report said.

Harassment complaints mount, but successful suits remain elusive

The surge in employees speaking out against sexual harassers has led to a flood of phone calls to law firms, but limitations in laws meant to protect employees from harassment mean many of the accusers are unlikely to move forward with lawsuits.

Facebook to expose Russian fake news pages

Facebook plans to let people see if they had "liked" pages created by "foreign actors" to spread propaganda during the US presidential election. The social network has previously said as many as 126 million Americans may have seen content uploaded by Russia-based agents over the past two years. It is building a tool to let people see whether they had followed now-deleted pages made by the Russia-based Internet Research Agency. The tool will be launched in December. The Internet Research Agency was behind hundreds of Facebook, Instagram and Twitter accounts and posted thousands of politically-charged messages. Many of the pages such as Heart Of Texas, Being Patriotic and Secured Borders were designed to look like they were created by US citizens.


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