February 3, 2012 nº 1,140 - Vol. 10
"The greatest pleasure in life is doing what people say you cannot do."
Walter Bagehot
In today's Law Firm Marketing, How to troubleshoot your marketing program.
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Lawyers rank third on Obama campaign donor list
Obama's top sources of campaign funds include employees at law firms that made $20m last year trying to influence Washington. Obama, who has raised $128m toward his re-election, doesn't accept contributions from registered lobbyists, a policy that doesn't apply to others who work in their firms. The restriction hasn't affected his fundraising, as 6 of the president's 20 biggest sources of money were law firms that lobby for companies such as Google Inc., AT&T Inc., and MasterCard Inc., and he received more money from lawyers and others at law firms than any other presidential candidate last year. "Basically, they're not taking money from the messenger boys but they are taking money from the people sending the message," said Bill Allison.
Europe's leaders shouldn't sacrifice Union to save Euro
The euro-area crisis is forcing many of the European Union's long-running political disputes to the surface at the same time. As they wrestle to save the currency, Europe's leaders need to make sure they don't dismantle the union in the process. This is a dangerous moment for the EU. This remarkably successful political project -- aimed at preventing a repeat of the horrors of two world wars -- is often misunderstood. Euro-skeptics like to portray the EU as a leviathan that has subordinated national sovereignty to eurocrats; federalists present it as a train rolling on tracks that lead inexorably toward a United States of Europe; outsiders often see it as a genteel post-modern union, in which nations work out their differences by committee. The reality is messier, more competitive and more vulnerable. It is a union achieved over decades with as much bubble gum and spit as vision, in which the critical players struggle continuously for the power to shape the union to their advantage and bide their time when obliged to cut deals and compromise on goals. To complicate matters, populist movements in many EU countries, from Hungary to France, are now targeting the EU as a proxy for complaints about globalization. Then there is the longstanding debate between integrationists -- who want a smaller, more unified EU -- and those who favor an EU that is looser and keeps adding members. The EU is already running at multiple speeds to accommodate these competing views, but the euro-area crisis has given new life to the argument that the bloc should divide more formally into a tightly integrated inner core and the rest. Failure would be calamitous for the EU and the world's economy. The outcome would make Europe poorer and weaker at a time when it needs all the strength it can muster to compete on the global stage.
No women on facebook board shows white male influence
Most of Facebook Inc.'s 800 million users are women. You wouldn't know it from looking at the board, whose seven directors are all men. The disconnect puts the social-media company at odds with others in the industry that have at least one female director, including LinkedIn Corp. and Google Inc., and from most big public companies in the U.S. Just 11.3% of the Fortune 500 had male-only boards last year. A survey of Fortune 500 companies found that those with three or more female directors outperformed those with fewer between 2005 and 2009, achieving on average 43% better return on equity. As Facebook prepares to raise $5bn in an initial public offering, the composition of its board shows its business strategy is faulty, said Susan Stautberg, co-founder of New York-based Women Corporate Directors, which promotes female board membership. "It doesn't make sense for a company that claims to be so forward looking to not have any women directors," she said. "If they just have an old boy's network in the boardroom, they won't have access to diverse ideas and strategies."
Araújo e Policastro in International Trade development
The Sao Paulo law firm Araújo e Policastro Advogados has absorbed Venturi Sociedade de Advogados, a law firm specialized in International Trade, to reinforce its practice in this area. Along with its leader, Luiz Carlos Venturi, becoming partner in the Sao Paulo office, three more lawyers have recently joined the team.
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1 - Italy govt to pass labour reforms even without unions - click here.
2 - Hacking inquiry widens to Times of London - click here.
3 - Facebook files to raise $5bn in biggest internet IPO - click here.
4 - Deutsche Börse and NYSE Euronext: Why the marriage failed - click here.
5 - Too early for Costa Concordia compensation: lawyer - click here.
6 - Costa Concordia captain Francesco Schettino faces 19 charges - click here.
7 - Costa Concordia passengers sue cruise company for $460m - click here.
8 - Amy Winehouse inquest may be 'illegal' - click here.
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China box office tipped to surge
China's box office takings surged 29% to 13.1bn yuan ($2.1bn) in 2011 and are forecast to rise by around 20% this year. The country had 10,500 screens and this could top 13,000 by the end of 2012 - the equivalent to seven cinema screens opening each day. By comparison, the US has 40,000 cinema screens.
How to troubleshoot your marketing program
Correct these 18 problems to improve results
by Trey Ryder
One weak link can cause your marketing chain to break. If you aren't getting the results you want, check for these trouble spots.
Problem #1: Is your marketing message complete? Your message must identify a problem, prove it exists, identify a solution, prove it works and build your services into the solution. Your message should answer every question your prospect might ask. And don't be concerned if your message is long. Long messages work -- not because they're long, but because they're complete.
Compare these two situations: A prospect makes an appointment, walks into your office and says you can have five minutes to explain how you can help him. Another prospect says you can have one hour to explain what you can do for him. Which prospect is more likely to hire you? Certainly, the prospect who gives you more time because you can give him more information. The same is true with written materials and web sites. The longer you keep your prospect's attention, the more likely you are to win a new client.
Problem #2: Is your message written for your audience? A message that attracts blue-collar workers is different from a message designed for white-collar professionals. A message that attracts doctors is different from a message written for accountants. Make sure you write your message so it addresses the problems, concerns, wants and needs of your target audience.
If you have two or three audiences with varying concerns, you need one message for each audience. In the same way, if you are promoting more than one area of the law, you need a different message for each area. Your message is most effective and works the hardest when it is custom-designed specifically for one target audience. When you try to use the same message for various audiences, your marketing suffers. This is because when you broaden your message so it applies to all groups, you dilute its effectiveness for each group.
Problem #3: Is your message easy to understand? Whether your audience is young adults or business executives, you should write your message in everyday language, not legalese. The easier your message is to understand, the more likely prospects are to read it. Show them a complicated message and they'll put it aside "until later." Prospects don't buy what they don't understand. Prospects must clearly understand what you offer and how they benefit from hiring you.
Problem #4: Is your message where prospects will find it? A tax lawyer who wanted to represent doctors before the IRS ran an ad in a weekly shopper newspaper. Not surprisingly, he was disappointed with the results and wasted his $2000 investment. You must deliver your marketing message in ways that effectively reach your prospects. Test to see which delivery methods work best for your particular audience.
Problem #5: Are you attracting enough inquiries? Marketing is a numbers game. You profit from working the percentages. If you get 5 new clients for every 100 inquiries, you must generate 200 inquiries if you want to win 10 new clients. First, you must learn your percentages. (No two lawyers' percentages are the same.) Then you must develop enough marketing momentum to attract the number of clients you want.
Problem #6: Can you deliver your marketing message in a way that prospects find more convenient? Your prospects are busy -- just like you and me. If you offer seminars, but your prospects are too busy to attend seminars, your marketing program has a fatal flaw. When you send materials by mail, fax or e-mail, you have an advantage over lawyers who wait for prospects to come into their offices or attend seminars.
Problem #7: Do your prospects believe you have the knowledge and skill to represent them? Provide biographical information about your qualifications, experience and professional memberships. Also, discuss other clients you have helped in similar circumstances to prove that you have in-depth experience in that area of the law.
Problem #8: Do you generate responses from prospects? An often-overlooked yet essential principle of direct marketing is to tell prospects precisely what you want them to do. If your prospects aren't sure what action you want them to take, they often do nothing. Tell prospects the next step you suggest. Or, give them a choice of two or three options, such as call you for a phone consultation, come in for an office consultation, or attend one of your seminars. When you give prospects choices, they focus on which choice suits them best, instead of whether they should take action, which often results in no action.
Problem #9: Do you depend on in-person consultations to deliver your marketing message? When prospects think about going to a lawyer's office, they often feel like lambs walking into the lion's den. Offer prospects non-threatening ways to get to know you, such as telephone consultations, e-mail questions and answers, seminars and newsletters. After prospects grow to trust you, they are likely to respond favorably when you invite them to your office.
Problem #10: Do you provide services that address prospects' needs? Or do you offer cookie cutter services and try to squeeze prospects into pre-packaged programs? No one likes to be the square peg shoved into the round hole. The more you meet prospects' needs, and the more prospects realize your services are custom-tailored to their needs, the more new clients you'll win.
Problem #11: Do your prospects know you sincerely want to help them? When you build strong personal relationships with prospects, you have a big advantage over lawyers who treat clients as "just another file." Take time to get to know your prospects and you'll have the opportunity to win a loyal client for life.
Problem #12: Do your prospects know how you can help them solve problems? Lawyers often tell me, "My client went to another attorney because he didn't know I provided the services he wanted." Your client's perception of what you do is based on what you have done for him. Often, clients do not know the range of your services. Your educational materials, web site, newsletters and biographies should keep clients up to date on the areas in which you practice and the services you provide.
Problem #13:Do you offer introductory services that lead to other services? If you want to draft contracts, offer to review existing contracts. If you discover problems, offer to make changes or rewrite the agreement. Prospects like to start working with you on a small scale. Then often, as your relationship grows, the amount of work they ask you to perform grows as well.
Problem #14: Do you offer fees that are attractive to prospects? You should price your services in ways that appeal to your prospects. If you allow prospects to choose the fee structure they prefer, they are more likely to hire your services than if you give them only one option.
Problem #15: Do your prospects know the risks of waiting? Explain the benefits of solving the problem now and the risks of allowing the problem to persist. If your prospect doesn't know better, he may decide to "think about it" -- and you know what that means. Establishing urgency is key to a sound marketing program. Relate a story about someone who waited too long and the terrible situation that resulted. Ask if your prospect wouldn't like to avoid that awful problem. Also, explain about a person who took the action you recommend, and describe all the problems he prevented and the benefits he enjoyed.
Problem #16: Do you allow prospects to make decisions without pressure from you? Prospects don't like persistent efforts to close the sale. When you act like a salesperson, you undermine your credibility. Instead, offer prospects information about their problems and the solutions you recommend. Then let them make their own decision. It's OK if prospects feel pressured into doing something, as long as the pressure they feel comes from their circum?stances and not from you.
Problem #17: Does your program strengthen loyalty between your clients and you? The best way to increase and maintain loyalty is to provide ongoing information through seminars, newsletters, web sites and other forms of education. When you keep clients informed, you cement your relationship, you educate them about the many ways you can help them, and they refer their friends.
Problem #18: Are you committing enough time and money to your marketing program? Marketing takes a concerted effort. To achieve success, you must devote time and resources. What's more, you must invest in a proven program. If you simply dabble in marketing, you may never get the results you want. Here's the double marketing paradox:
First, you should test your marketing on a small scale so you discover what works and what doesn't. Still, you must commit enough money so you can take the steps most likely to bring you success.
Second, you should expect at least some responses as soon as you implement your program. Still, you must allow time to make mid-course corrections so you can improve your results as you learn more about your target audience and how it responds to your marketing efforts.
By evaluating your marketing program against these weaknesses, you have the opportunity to dramatically improve your marketing effort -- and results.
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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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Codelco
Un nuevo capítulo se escribió el miércoles en el conflicto que enfrenta la inglesa Anglo American con Codelco. La jueza Silvia Pappa, de la sala 12 Civil, a solicitud de la minera extranjera solicitó a la estatal que exhiba los términos del contrato que suscribió en octubre pasado con la firma japonesa Mitsui por un préstamo de US$ 6.750 mlls para financiar la compra del 49% de la ex Disputada.
Acuerdo
Brasil romperá un acuerdo automotor firmado hace una década con México, según la prensa brasileña, en una nueva medida proteccionista que podría tensar las relaciones entre las dos mayores economías de América Latina. (Presione aquí)
Soja
Paraguay proyecta construir una red de ductos de US$ 3.000 mlls., para canalizar sus exportaciones de aceite de soja a través de Brasil y desarrollar en el futuro su incipiente industria de biocombustibles. (Presione aqui)
Court sanctions lawyers behind 9/11 case
A federal appeals court on Thursday sanctioned lawyers behind a lawsuit accusing former officials in the Bush administration of orchestrating the Sept. 11 attacks. The U.S. Court of Appeals for the 2nd Circuit ordered two California lawyers to pay $15,000 in addition to double what the government spent defending the case. For the next year, the lead lawyer behind the litigation must inform other federal courts in the circuit of the sanctions against him. Three attorneys -- Dennis Cunningham, William Veale and Mustapha Ndanusa -- filed the lawsuit in 2008 on behalf of April Gallop, a member of the U.S. Army injured in the Pentagon attack on Sept. 11, 2001. The lawyers accused then-Vice President Dick Cheney and Donald Rumsfeld of causing the attacks on the World Trade Center and the Pentagon in order to create a political atmosphere that would allow the U.S. government to pursue domestic and international policy objectives. The suit alleged conspiracy to cause death and bodily harm and a violation of the Antiterrorism Act. U.S. District Judge Denny Chin dismissed the case in 2010, ruling that the complaint was frivolous and a product of "cynical delusion and fantasy."
Sugar tax needed, say US experts
Sugar is as damaging and addictive as alcohol or tobacco and should be regulated, claim US health experts. According to a University of California team, new policies such as taxes are needed to control soaring consumption of sugar and sweeteners. The researchers acknowledge that they face "an uphill political battle against a powerful sugar lobby". Several countries are imposing taxes on unhealthy food; Denmark and Hungary have a tax on saturated fat, while France has approved a tax on soft drinks.
Wegelin charged in U.S. with conspiracy in aiding tax evasion
Swiss bank Wegelin & Co., the 270-year-old private bank, became the first Swiss lender to face criminal charges in a broadening U.S. crackdown on offshore firms suspected of helping Americans evade taxes.
Euro MPs reject new food labels
Euro MPs have blocked changes to food labels that would have allowed claims such as "now contains 15% less sugar". Such claims for reduced sugar, fat or salt would "mislead consumers." MEPs also said the draft legislation would not go far enough to encourage firms to develop healthier foods. The EU Commission must now redraft it.
Life term for Khmer Rouge jailer
Cambodia's UN-backed genocide court rejects an appeal by Khmer Rouge jailer Duch and increases his sentence to life imprisonment. Duch, born Kaing Guek Eav, was jailed in 2010 for his role in running a notorious prison where thousands of inmates were killed. He had appealed on the grounds that he was a junior official following orders. But judges rejected his claim and increased his sentence from 35 years to life.
Russia threatens UN veto over Syria resolution
Russia has threatened to veto a UN Security Council resolution on Syria if it is put to a vote on Friday, diplomats say. The new text drops explicit calls for President Bashar al-Assad to yield powers to a deputy to oversee a political transition. His stepping down is a key part of an Arab League plan to end the Syria crisis, but Moscow insists such a move would amount to regime change imposed from outside. The wording has already been watered down in an apparent attempt to overcome Russian objections.
Brazilian cities minister resigns
Brazilian cities minister Mario Negromonte becomes the latest minister in President Dilma Rousseff's cabinet to resign amid allegations of corruption.
US Senate backs Congress insider trading ban
The US Senate has approved a bill seeking to ban insider trading by members of Congress. Under current rules, lawmakers can trade stock unrestricted even though they may have specialist knowledge. The bill, passed by a bipartisan 96-3 vote, would require them to file disclosures of trades within 30 days. Congress is suffering from historically low approval ratings, prompting frank admissions that the bill is aimed at cleaning up its public image.
Anger, blame and protests in Egypt after deadly soccer riot
The tragic riot following a soccer game Wednesday in Port Said, Egypt, which left more than 70 people dead and at least 1,000 wounded, highlights the problems with security in the country.
Lebanon tribunal to try accused Hariri assassins in absentia
Four accused assassins of former Lebanese prime minister Rafik Hariri will be tried in absentia. The UN STL - Special Tribunal for Lebanon said Wednesday that after considering the efforts taken by the prosecution and the authorities to apprehend the suspects, they would move forward with the trial. The four alleged Hezbollah members are accused of involvement in a February 2005 truck bomb that killed Hariri and 22 other people.
Sweden high court refuses to hear appeal in Pirate Bay case
The Swedish Supreme Court announced Wednesday that it will not hear an appeal of the copyright convictions of Fredrik Neji, Peter Sunde and Carl Lundstroem for their involvement in running The Pirate Bay, a file-sharing website. After reviewing the case, the court found there were no special circumstances warranting review. The court could also have decided to hear the case if it determined a review by Sweden's highest court would be important for the country's law enforcement, but it declined to hear the appeal on those ground as well. The court's decision not to hear the appeal immediately prompted response from critics.
US terror no-fly list 'doubles'
The US terrorism no-fly list has doubled in the last year. Names have risen from 10,000 to 21,000 after the US lowered criteria to get on the list, following the "underpants bomber" plot of December 2009. Most of those on the list are foreigners, but it is said to include about 500 Americans. The government will not disclose the names of those on the no-fly list, or say why they have been included on it.
US Army veteran sues over denial of benefits for same-sex spouse
An Iraq war veteran filed suit Wednesday in the US District Court for the Central District of California against the Department of Veterans Affairs after it refused to pay her full disability benefits because she is in a same-sex marriage. Tracy Cooper-Harris, who served in the US Army for over a decade, argues that the DOMA - Defense of Marriage Act is unconstitutional because it discriminates against legally married individuals. Cooper-Harris and her wife were legally married in California in 2008. Cooper-Harris has been receiving benefits from the VA since she was honorably discharged in 2003.
Deaths in Egypt protests over football riot
Al Jazeera, Doha, Qatar
U.S. and allies exploring prospects for Assad exile
Asharq Al-Awsat, Pan-Arab daily, London, England
Iraq executes 17 people in one day
Egyptian Gazette, English-language, Cairo, Egypt
'Certain countries' could take Iran nuclear matter into their own hands, U.K. official says
Haaretz, Liberal daily, Tel Aviv, Israel
Egypt protesters besiege Cairo ministry; 2 killed in Suez
JPost, Conservative, Jerusalem, Israel
GP leaders turn back on NHS plans
BBC News, Centrist newscaster, London, England
Diplomats assess draft resolution on Syria
CNN International, London, England
Panasonic projects record loss
Daily Express, Conservative tabloid, London, England
Egypt football violence: Riot spreads as thousands of protesters clash with police in Cairo
Daily Mail, Conservative daily, London, England
Juno Temple gears up for royal role as she plays Princess Margaret in VE Day film
Daily Mail, Conservative daily, London, England
Protesters question timing of Egypt football violence
EuroNews, International news, Ecully Cedex, France
CAMBODIA: Khmer Rouge jailer gets life on appeal
France 24, Issy-les-Moulineaux, France
Facebook to raise $5bn in landmark initial public offering
Hurriyet Daily News, (Liberal, English-language), Istanbul, Turkey
'A charismatic dictator': friend's verdict on Allen Stanford
Independent The, London, England
Putin vows to liberalize
Moscow News The, Independent, Moscow, Russia
Alex Salmond: will disgraced Lords now be stripped of honours?
Telegraph The, Conservative daily, London, England
From Here to Eternity is given extra passion by Sir Tim Rice
Telegraph The, Celebrity news, London, England
33 killed in far South unrest in January
Bangkok Post, Independent, Bangkok, Thailand
Germany's Merkel holds talks with China's Hu
China Post, English-language daily, Taipei, Taiwan
German Court Rejects Apple Bid to Ban Galaxy Tab 10.1N
Chosun Ilbo, Conservative daily, Seoul, South Korea
Only 'quality' migrants welcome, says UK
Hindustan Times, New Delhi, India
Unable to repay loan, farmer ends life
India Times, Conservative daily, New Delhi, India
Figurines become art at event
Japan Times, Independent centrist, Tokyo, Japan
Trump steals spotlight from Republican presidential candidates
New Zealand Herald, Conservative daily, Auckland, New Zealand
Two dead, over 600 injured amid new protests in Egypt
People's Daily Online, English-language, Beijing, China
Islamist-led opposition wins majority in Kuwait parliament
Straits Times, Pro-government, Singapore
The 'albatross' secret
Sydney Morning Herald, Centrist daily, Sydney, Australia
Serbia: 11,000 people trapped in remote villages by heavy snow
Taiwan News, English-language daily, Taipei, Taiwan
Drag China to WTO on currency issue: Senators
The Economic Times, Business, Mumbai, India
Mexico beating victim recovering after surgery
Canadian Broadcasting Centre, Toronto, Ontario
After Assad's fall, a sectarian struggle
Globe and Mail The, Centrist daily, Toronto, Canada
RBI's Reference Rate for Dollar Today
International Business Times, Business news organization, New York, U.S
Spate of Spills at Sea for Brazilian Oil Industry
IPS Latin America, International cooperative of journalists, Rome, Italy
Wall Street holds steady as payrolls set to test rally
Reuters, Business News, New York, U.S
Coal mines shut as Australia evacuates flooded towns
Reuters, World News, New York, U.S
Ontario health ministry warned of serious problems at ORNGE in 2008
Toronto Star, Toronto, Ontario
Two shot dead in Egypt violence
BBC News, Centrist newscaster, London, England
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