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Showcase Your Skills—

and Knowledge—with

Long-Form Stealth

Marketing

Dale L. Sims,

Stealth Sales Strategist

“The #1 Advocate for Self-Help Marketers”

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Copyright © 2015 - Dale L. Sims - All rights reserved. THIS E-BOOK IS NOT TO BE RESOLD UNDER ANY CONDITION – RIGHTS RESERVED BY DALE

L. SIMS.

Every effort has been made to ensure that this special report is free from error. It is offered with the understanding

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Information in this report is taken directly from publicly accessible file archives. They are used as “fair use” under

17 U.S.C. Section 107 for news purposes only, to illustrate various points made in this publication.

While all attempts have been made to verify information provided in this publication, neither the author nor the

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www.selfhelpmarketcopywriting.com

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Table of Contents

How to get fast, fresh & easy ammo to trigger your content marketing………………………………..1 Do these “Cursed Objects” haunt your health copy?...............................................................9 Bulls eye writing tips—from Sherlock Holmes?……….……………………………………………………………18 Avoid the huge mistake most health & fitness marketers make online..................................22 How Rachel got “bit” in the butt trying to be sneaky………….………………………………………………..26

Is this copywriting “technique” setting you up for a hefty FTC fine?.....………………………………..30

Bonus article: Is this why sales of your fat-loss product stink?……..………………………………….….34

Dedicated to:

How to get fast, fresh & easy ammo to trigger

your content marketing

Do you ever fantasize about…

…finding new, quick and simple ways to generate ideas for content marketing

articles?

If so, you can stop daydreaming now.

Here’s why. During the past year or so, I wrote a variety of marketing articles

from sources on my bookshelf or stored in my computer. Getting the needed info

from these resources, most several years old, took minutes.

So let me share some of the article themes I came up with, and their convenient

origins.

You’re payback? By the time you’re done here, you can start using some or all

of these ideas to ignite ideas for your own stealth marketing campaign.

And, not light-weight pieces either. Your articles can still “pop” with authority

and actionable info.

First up…

Scary stories prompt chance to show legal know-

how

Page 1

Legal minefields abound in copywriting and marketing. So showing prospective

clients that you’re knowledgeable about these threats is vital.

But coming up with the best approach to do this can be tough.

In fact, I struggled with this last spring--then a website I visit daily,

Maajak.com--provided an eerie solution.

The martial arts and strange-news site had displayed the following link:

http://io9.com/7-terrifying-cursed-objects-that-exist-in-real-life-1560847160

The article tempted readers with the following headline: “7 Terrifying Cursed

Objects That Actually Exist.”

As you can see, the piece cites creepy examples of cursed physical objects that

have supposedly caused many unexplained deaths. (You’ll even see Annabelle, of

recent movie “fame” in there.)

Bizarre, yes. But for some other reason the article struck a chord—I felt I could

use the info in some future copy or content.

Two days later, an idea struck me. It turned into this theme for an article:

“You wouldn’t want one of those cursed items in your house, would you? What about

certain legal land mines? In the same way, you wouldn’t want them in your copy or content

either.”

Here’s the head and part of the lead of the piece that resulted:

Do These “Cursed Objects” Haunt Your Health Copy?

10 booby traps that can kill your copy, career, and cash reserves

These stories are bizarre… They tell of people getting hurt, harassed, or murdered by objects that have dreadful curses placed on them. Creepy, huh?

But we’re going look at a few anyway before covering how they connect to health copy.

http://selfhelpmarketcopywriting.com/do-these-cursed-objects-haunt-your-health-copy/

(See page 9 for entire article.)

Page 2

In contrast, this next article resource had sat on my bookshelf for almost 15 years. And it provided…

Help from the fog-cloaked streets of 19th

century

London

The Quotable Sherlock Holmes (Warner Books, Inc., 2000) is a theme-based treasure trove of sayings from the fictional detective. And, just over a year ago, while glancing through the book, the following well-known Holmes’ quote got me thinking.

"Data! Data! Data!" he cried impatiently. "I can't make bricks without

clay."

Were there enough quotes available to cover the process of writing long-form copy or content?

A quick check--online and off--said yes. In fact, some quick paste and copying gave me the bare bones for an article that earned me the easiest $200 I ever made.

The 1,122-word article that followed showed both my grasp of the writing process and my ability to easily and engagingly share it with others.

Here’s the head and lead:

Bull’s Eye Writing Tips…From Sherlock Holmes?

Can the methods of a fictional detective from the fog-shrouded streets of 19th-century London help today’s tech-savvy writer? Absolutely. In fact, these concepts are so elementary to apply, they can enrich your entire writing experience. But they’re not just for newer writers. Veterans will find them worth reviewing as well. Writing a sales letter, landing page, or content marketing article? Doesn’t matter, Sherlock’s principals still apply. So let’s take a look at how Sir Arthur Conan Doyle’s consulting detective can help you write more successfully—from start to finish… http://www.kathrynaragon.com/writing-tips-sherlock/

Page 3

(See page 18 for entire article.)

Later, I used a similar framework in a marketing piece to promote my special report…

Hands down, here’s the easiest content marketing

promo to write

Even though it’s one of the simplest articles to write, you don’t see a lot of copywriters doing this.

Essentially, you shrink down your marketing special report and use the resulting article to promote that special report.

I saved time and money by doing this last year.

You see, I faced a minor marketing dilemma.

Initially, here’s how I reached prospective clients:

After researching them, I’d personalize my special report, then send it to the

printers. From there, I’d mail it at the cheapest rate. This took time and cost about $7 per piece for mailing and printing.

I needed a better, yet still proactive method. Yes, I could have switched website platforms so it could be downloaded from my site. Then drove traffic and so on. However, I didn’t want to do that.

So instead, I wrote the following and posted it on my site:

Avoid the huge mistake most health & fitness marketers

make online

Guess who just landed on your website?

It’s Penelope Parkington, 51, whose last teen just moved out. Now she has plenty of time to

start doing some of the things she’s put off for the last 20 years—active social life, Caribbean

cruise, getting her PHD.

And Penelope wants to look and feel stellar doing those thing. While she doesn’t have money to

burn, she does have it to spend—if she’s convinced she’ll get one-of-a kind results.

Page 4

So she’s on your site looking for nutritional supplements, fitness equipment, or workout DVDs to

help her reach her goals. Penelope’s already looked at several other sites, plus she’s looked

offline at sales letters and magazine ads.

And each time she’s asking, “What’s separates this stuff from all the rest?”

http://selfhelpmarketcopywriting.com/avoid-the-huge-mistake-most-health-fitness-marketers-

make-online/

(See page 22 for entire article.)

Then, I used LinkedIn and other social media platforms to get traffic (Did the

same with most of the other articles here).

Problem solved.

I used a similar idea several months for this next piece. Here you simply…

Transform a sales page/letter into a story-based

marketing article

Last winter, I wanted to push my website content auditing service. Up till then,

I had a landing page which had been promoted on social media shortly after

creation.

But since marketing stories were the rage, I decided to go that route.

But what story could I use?

Then I got one the old-fashioned way—by eavesdropping.

While at a local deli, I overheard a manager—her nameplate said Rachel—talking

to an employee. She complained about how she always had to rescue her little

brother from some problem.

“Aha,” I thought, as I waited for my breakfast Panini.

So later that day, I used Rachel’s complaint and my current promo--

http://selfhelpmarketcopywriting.com/health-wellness-or-fitness-pro-are-slow-website-

traffic-sales-killing-your-business/ --to create this stealth sales article:

How Rachel got “bit in the butt” trying to be sneaky…but

became her company’s hero soon after

Page 5

What’s worse?

Getting the “Evil Eye” from your boss throughout a two hour-long meeting and not knowing

why…

Or…

…knowing why and realizing you’re about to get “bit in the butt” for a bad decision you made six

months ago?

Definitely the latter, decided Rachel, company marketing coordinator.

And glares from Beatrice, her boss’s executive secretary, and Albert, her counterpart in Sales,

just jacked up her anxiety even higher.

http://selfhelpmarketcopywriting.com/how-rachel-got-bit-in-the-butt-trying-to-be-sneakybut-

became-her-companys-hero-soon-after/

(See page 26 for entire article.)

I’m betting you can probably easily do this with your own direct response-style promotions.

Anyway, shortly after finishing that article, I faced another challenge: How do I

show prospective clients my knowledge of the rules and regs of the Federal Trade

Commission (FTC)?

I did that with this final article about an example how…

Unproven claims provoke punishing FTC Fines

The original plan was to do a round-up of several recent FTC rulings from press

releases stored in my “FTC” email file.

You know the kind of article I mean.

The FTC caught these companies doing X, so don’t do X. Not too original.

However, a careful re-reading of the releases and linked info revealed a crucial

tidbit in one of the rulings. In fact, this affects how even you—and I--might handle

a future project.

In essence, a company used a third-party endorsement about the successes of a

nutritional ingredient as evidence that their formula could thwart diabetes.

Page 6

The court’s reply? “Unacceptable.”

Focusing on that angle, I wrote the following:

Attention Supplement Marketers:

Is This Copywriting “Technique” Setting You up for a Hefty

FTC Fine?

When a Glendale, Calif., company tried to use this popular technique as part of their defense

against the Federal Trade Commission (FTC)…

…A federal judge in California denied its use and slammed them with a $2.2 million dollar

judgment.

The court had accused the Wellness Support Network, Inc. (WNS), with marketing bogus

products that claimed to treat and prevent diabetes, the agency’s press release reported.

http://selfhelpmarketcopywriting.com/attention-supplement-marketers-is-this-copywriting-technique-setting-you-up-for-a-hefty-ftc-fine-2/

(See page 30 for entire article.)

The social media and website payoffs were jarringly good. Hundreds of favorable comments, clicks and connections.

Page 7

So let’s conclude with more about that notion of payoffs.

You’ll get at least 4 if you remember and use these 5 tips.

You’ll have peace of mind as you start your projects. Why? Because you know you can get the info you need lickety-split.

You’ll pump out commanding content faster and easier than ever.

AND, you won’t be dipping from the same pool as your competition. The sources you use may be comparable, but the material will be uniquely your own.

So keep these in mind…and go from empty fantasies to the reality of prolific

content marketing.

Page 8

Do These “Cursed Objects” Haunt Your

Health Copy?

10 booby traps that can kill your copy, career, and cash

reserves

These stories are bizarre… They tell of people getting hurt, harassed, or murdered by objects that have dreadful curses placed on them.

Creepy, huh? But we’re going look at a few anyway before covering how they connect to health copy. --Our first tale supposedly happened in the early ‘70s. A raggedy doll

Page 9

named Annabelle stunned two college roommates by changing positions and moving to different locations in their home. Things got worse after a friend, Lou, warned them that they should get rid

of it. The story goes Annabelle then visited Lou in his apartment and strangled him till he passed out. The next night, sounds from a nearby room caused Lou to investigate. His loud screams soon had the female roommates by his side. They found two large claw marks on Lou’s chest and an empty room—except for

Annabelle. Ed and Lorraine Warren, known for their Amityville horror work, investigated. The demon-possessed doll, they concluded, was actually a conduit to hell. --Then there’s Thomas Busby’s deadly chair...

Busby strangled his father-in-law to death in 1702. Before his execution soon after, he put a curse on his favorite chair. Since then, allegedly 63 people died early deaths after sitting in the chair. Even weirder…

The Thirsk Museum in North Yorkshire, U.K., which houses the infamous chair, had to suspend it from the ceiling in 1972. Why? Too many people tried to commit suicide by sitting in the chair! --Our last example is the jinxed Basano Vase. In 1988, an enterprising soul discovered the 15th century silver Italian

vase in a yard. After reading the enclosed curse—“Beware…this vase brings death.”—and trashing it, the person sold the vase to an auction house. A series of sudden death followed. A pharmacist died three months after buying the vase…a 37-year-old surgeon bought it and died two months later…an archaeologist then purchased it—same thing, same time

frame…and the next owner died within a month of buying the vase. Italian newspapers claimed police confiscated then reburied the vase in a lead box in a secret location. 1

Page 10

So what do these disturbing tales of cursed objects have to do with health copy? One crucial thing:

You wouldn’t want any of these sinister objects in your house, would you? The same fear applies to your copy. You don’t want anything in your promo that’s going to doom it—or you and your client.

Beware of this witch’s brew of possible pitfalls Let’s start with one of the most severe:

1. The Unsubstantiated Claim

Simply, this is an advertising claim that lacks adequate support. The Federal Trade Commission (FTC) requires proof for all express and implied product claims. And several factors decide the right amount and type of substantiation needed.

They are:

The type of product

The type of claim

The benefits of a truthful claim

The cost and feasibility of developing proof for the claim

The consequences of a false claim

The amount of substantiation that experts in the field believe is

reasonable

To make your health-related claim(s), the FTC says you need to provide: “Tests, analyses, research, studies, or other evidence based on the expertise of professionals in the relevant area…that were conducted and evaluated in an objective manner by qualified persons…using generally accepted procedures to yield accurate and reliable results.” 2

Now onward to our next taboo…

2. A Health Claim

Page 11

Careful here. This subject matter can be devilishly tricky if you’re not familiar with it. The Food and Drug Administration (FDA) permits supplement marketers to make

two kinds of claims on labeling and sales literature—health claims and structure-function statements. Health claims cover a connection between a nutrient and a disease or health-related condition. These must have “significant scientific agreement” and pre-approval by the FDA. Also, the FDA’s modernization act of 1997 allows health claims based on

“authoritative statements” from certain federal scientific bodies, such as the National Institutes of Health. Here’s an example of a health claim: “This formula contains 1,000 milligrams of cinnamon, which is known to help fight diabetes.”

No FDA approval? Then use proper structure-function statements. Simply, such wording refers to a nutrient’s effect on the structure or function of the body for maintaining good health. However, please keep in mind:

Claims must still be truthful and substantiated.

Always include in your promo the standard disclaimer, “”This claim has not been evaluated by the FDA….”

FDA pre-authorization is not needed; Notification within 60 days of use is. 2

Here’s an example of a structure-function statement: “The nutrients in this proven formula help promote strong, healthy joints within weeks of taking.” Next, there’s another kind of claim that can bedevil the unsuspecting marketer…

3. A False and Deceptive Claim

This one violates a major FTC rule (and many state consumer protection laws):

Page 12

Advertising must be truthful and not misleading. Section 5 of the FTC act says any advertising is deceptive and unfair if it...

Misleads consumers

Affects buyer’s behavior

Causes avoidable or substantial injury

Isn’t outweighed by other benefits 3

Here are two short examples: Suppose a company says its fiber product is proven to aid in weight loss. However, the amount of fiber used in the supplement is less than the amount in two published, peer-reviewed studies. This evidence doesn’t support the proven claim.

Also, say a company markets a capsule that contains a concentrated extract of an herb used in its raw form in China to brew teas for boosting energy. If the concentrated extract isn’t consistent with the traditional use of the herb and causes a significantly different effect, the ad may still be deceptive. 2

Next, beware, lest you…

4. Violate the Lanham Act

Ever want to write, “My product is 10 times more powerful than (competitor’s

name) product”?

Under this federal trademark statute, you can’t state this without proof. This act

says making that claim without evidence is a misrepresentation of yours or another

person’s goods or services. 3

Defy this act and you’ll soon be shackled—by a civil suit.

Our next potential landmine is the…

5. Mishandling of the Fair Use Doctrine

How much copyrighted material can you use in your copy or content without its

owner’s permission?

Page 13

This question continues to mystify many marketers and writers. But here are six

general guidelines to follow:

Fair Use favors scholarship and critical review. Its use in sales is

permitted but is looked on less favorably.

The less material you use compared to the size of the original the

better.

Ensure that your excerpt only supports your point and is not the

core of it.

It’s not Fair Use if you cite so much that it lowers the need for

anyone to read the original. 3

Fair Use standards for fiction are harder to meet than non-fiction.

Your use mustn’t devalue the original work. 4

Also, keep in mind, you could still be sued even if you follow these guidelines. Then,

your careful following of fair use rules would be your defense. 4

So be on the safe side here. Do your due diligence before using any amount of another author’s copyrighted work.

Now let’s look at an easier to understand copy killer:

6. Puffery Abstract claims or praise equals puffery. For instance, boasting that, “My martial arts studio provides the deadliest

self-defense system ever,” is puffery. Little worry of false advertising here. A competitor or the FTC would have trouble disproving your claim. Problem is vagueness doesn’t sell. But we all know what does: Specifics.

And when you use them along with the needed proof, you greatly boost your chances of reaching your promo’s goals. 3 The next way to jinx your copy is to violate...

7. Trading on a Name Statutes

Are you aching to proclaim in your copy that your self-help guru’s new book, “Takes up where Eckhart Tolle’s ‘The Power of Now’ left off”?

Page 14

Don’t do it. Under this rule, you can’t exploit a living famous person’s identity without his or her permission. Also, implying that that they back your claims or product can quickly get you sued.

However, it’s unlikely you’ll have an issue if you do this: Bury the public personality’s name in your copy—say on page 10 of a 12-page sales letter—and put it in a regular font. 3 So let’s emphasize three points in case you decide you must use such a person’s name: You shouldn’t…

…highlight it… …use it to make a sale… …try to steal business away from that personality. 3 Another method of hexing your copy is if you…

8. Over Guarantee

Let’s start with some examples.

Telling prospects…

“I guarantee you’ll be able defend yourself against any mugger after two

weeks of my karate class. If you can’t, I’ll give you $1,000.”

Or…

“I guarantee if you don’t lose 20 pounds in one week after you start taking

my amazing new diet powder, I’ll Fed Ex you five 100 dollar bills!”

…legally binds you to those promises. Remember, advertising is considered a legal

offer.

You can still make a guarantee like one of these, but if a customer takes you up on

it—hello, bankruptcy court.

Also be aware, using an over-the-top guarantee like one of these can get you in

trouble with the FTC. 3

Our next “cursed object” can doom you to a different kind of court. It’s the…

9. “Unintentional” Defamation

Page 15

Here, we’re only going to look at a few of the most vital points.

First, when it comes to defamation, claiming that using the wrong name or

information was an accident or wasn’t deliberate is no defense. Only one thing

matters: whom the reader believes you’re naming. 3

So if you’re getting info from, say an FTC press release, triple check the spelling of

all of the names, companies, and websites.

Also...

According to common law theory, if you quote another person’s libelous statement,

you’re just as guilty as that original speaker. So, just saying you were

repeating something won’t keep you out of court. 5

And now for our final copy nightmare…

10. Unrepresentative Customer Testimonials

A surprising number of people in our market are either unaware of this one—or just

ignore it.

All of us know testimonials must be truthful. But do you know you must have the

proper scientific evidence to support your testimonial’s claims?

The FTC says any customer comment you use about the safety and efficiency of

your product must be backed by proof. This shows that the experience is similar to

what all prospects can expect.

If you don’t have it, a clear and conspicuous disclaimer is needed. A disclaimer in

the same font size right next to the ad stating, “These results are not typical.

(Provide expected results in short sentence),” would suffice.

And if you have expert endorsers? Ensure they meet these criteria:

Possess appropriate expert credentials

Have used industry-accepted testing to make sure the product produces the

promised claims

Also, both expert and consumer endorsers must reveal any personal, financial, or

similar ties to the advertiser. 2, 6

Now, the good news. You only need one weapon to make sure you don’t make

Page 16

any of these 10 grave errors. And that’s…

Knowledge: Use it to “exorcise” YOUR health copy

Now you know the insidious dangers to watch out for when you write or edit health copy. Of course, you’ll want to double check legal sources if you’re uncertain about any of them. And don’t wait for the exorcism editing process to catch these copy gremlins. Yes, many writing coaches discourage editing while writing. But, in this case, you’re going to want to spike any of these the second you see one’s creeped into your

copy. So do you want successful health copy for your business? But are you frightened that you may end up facing one of these 10 terrors? Here’s what to do: Send me a message with the form beneath the references right now. I’ll quickly respond and let you know how I can end your nightmare

starting today. References:

1. http://io9.com/7-terrifying-cursed-objects-that-exist-in-real-life-1560847160, 2014

2. Dietary Supplements: An Advertising Guide For Industry, 2001 (FTC) 3. The Legalities of Copywriting Made Simple, 2009 (AWAI) 4. Legal Issues for Freelance Writers, 2006, (R. Kennedy, B. Bly)

5. The Associated Press Stylebook, 2007 (AP) 6. The FTC’s Revised Endorsement Guides: What People are Asking, 2010 (FTC)

Page 17

Bull’s Eye Writing Tips…From Sherlock Holmes?

Can the methods of a fictional detective from the fog-shrouded streets

of 19th-century London help today’s tech-savvy writer?

Absolutely. In fact, these concepts are so elementary to apply, they can enrich your entire writing experience. But they’re not just for newer writers. Veterans will find them worth reviewing as well.

Writing a sales letter, landing page, or content marketing article? Doesn’t matter, Sherlock’s principals still apply.

So let’s take a look at how Sir Arthur Conan Doyle’s consulting detective can help you write more successfully—from start to finish.

The Game’s Afoot: the Research Phase

Suppose you’re a copywriter or content marketer. It’s 9 a.m. and you have a meeting with a client today at 3 p.m. You know the person has a project for you and you know what the subject is. What do you do?

Decide to keep an open mind so do nothing but review your prospect questionnaire then stuff it in your attaché case?

Or, do you start outlining and thinking about possible headlines, leads, subheads, and so on?

Consider using Sherlock Holmes’s approach to solving mysteries.

In The Adventure of the Cardboard Box, he explains to Dr. Watson:

"We approached the case, you remember, with an absolutely blank mind, which is always an advantage. We had formed no theories. We were simply

there to observe and to draw inferences from our observations."

This method saves time for at least two reasons, Sherlock notes:

Page 18

“It is a capital mistake to theorize before one has data. Insensibly one begins to twist facts to suit theories, instead of theories to suit facts.”

-A Scandal in Bohemia

"I had come to an entirely erroneous conclusion, my dear Watson, how dangerous it always is to reason from insufficient data."

-The Adventure of the Speckled Band

In short, it’s best to start with an open mind. You then meet your client and get your information. Because as Sherlock says in The Adventure of the Copper Beeches:

"Data! Data! Data!" he cried impatiently. "I can't make bricks without clay."

Of course, you’ll want to add to the material—old promos, product sheets, press releases,

brochures, testimonials—your prospect gave you.

So don’t forget to glean valuable viewpoints from online blogs, websites, forums, and social media platforms.

Then…What’s that Mr. Holmes?

“There is nothing new under the sun. It has all been done before,” the detective observes in Doyle’s first Holmes story--A Study in Scarlet.

Is this hinting that you should “borrow” from other writers? Not exactly.

It’s fine to get ideas from them; you just have to put things in your own words. And getting samples is simple. You probably get articles, sales letters, and other info in your email or postal box daily.

It’s an easy way to get ideas for structuring and writing your material.

Now, let’s discover…

The Scientific Use of Imagination: the Writing Phase

Think comparing writing to detective work (even if fictional) is a bit of a stretch?

Sherlock’s comment from The Reigate Puzzle should change your mind.

"It is of the highest importance in the art of detection to be able to recognize, out of a number of facts, which are incidental and which vital. Otherwise your energy and attention must be dissipated instead of being

concentrated."

Page 19

Sounds like the ideal way to start the actual writing process.

Now which facts are the best? Let’s hear from Sherlock again:

“It has long been an axiom of mine that the little things are infinitely the most important.”

-A Case of Identity

“You know my method. It is founded upon the observation of trifles.”

-The Boscombe Valley Mystery

He’s talking about specific details. And, as AWAI emphasizes in its courses and articles, you need these if you want readers to believe your claims—from your headline...to your close or P.S.

In addition, Sherlock's use of backward reasoning offers a can’t-miss method of writing copy.

In A Study in Scarlett, he says:

"In solving a problem…the grand thing is to be able to reason backwards. There are few people…who, if you told them a result, would be able to evolve from their own inner consciousness what the steps were which led up to that

result. This power is what I mean when I talk of reasoning backwards…."

Now I’ve heard of this approach before--but I‘ve rarely used it. It does make sense though. Suppose you’re promoting a pricey product or service.

Most likely, you’ll write your headline, lead, and subheads first. Then follow with what you

feel is the best formula. For example, I usually write copy with the Picture, Promise, Proof, Push (4Ps) template in mind.

But try this. First, perform an in-depth analysis of the components you’ll need to build your

case. Then construct your promo from P.S. or close to headline. Result? A much stronger sales argument.

And if someone objects to your claims and proofs?

Again, let Sherlock reply:

“One should always look for a possible alternative, and provide against it.”

-The Adventure of Black Peter

Page 20

And do so immediately. The longer doubt remains, the more likely your reader will seek information elsewhere. Also, looking at both sides ups your credibility.

The Final Problem: the Polishing Phase

Before getting into the nitty-gritty of proofreading and copyediting, top writing coaches advise a break of a day or so—if possible.

Even Sherlock did something similar.

“Having gathered these facts, Watson, I smoked several pipes over them.”

-The Crooked Man

Then you go to work…

…Read your copy on your monitor for flow and grammar errors. Then check flow again by reading it aloud. Even better, have a pre-teen read it aloud. If you or the pre-teen stumble anywhere, so will your reader.

…Print it out. Sometimes copy reads differently on paper.

…Start at the last word and go through your copy backwards. Now you’re looking for

spelling errors, weak verbs, typos and the like.

…Listen to it as a tape recording. This is an ideal ways to catch awkward sentence structure.

…Have several individuals read it as prospects. “Nothing clears up a case so much as

stating it to another person,” the detective agrees in A Study in Scarlet.

Does that seem like a lot of work?

Not if you’re aiming for the freelance writing A leagues.

Observes Sherlock in A Study in Scarlett:

“They say that genius is an infinite capacity for taking pains.”

Talking about pains, let’s conclude on that note…

Next time you’re facing one of writing’s biggest ones--the blank screen--get a clue from Sherlock Holmes.

Solve your mystery by using his tips as a template. They’ll not only help get you started…but will make it easier for you to finish your project as well.

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Avoid the huge mistake most health & fitness marketers

make online

Guess who just landed on your website?

It’s Penelope Parkington, 51, whose last teen just moved out. Now she has plenty of

time to start doing some of the things she’s put off for the last 20 years—active social life,

Caribbean cruise, getting her PHD.

And Penelope wants to look and feel stellar doing those thing. While she doesn’t have

money to burn, she does have it to spend—if she’s convinced she’ll get one-of-a kind

results.

So she’s on your site looking for nutritional supplements, fitness equipment, or workout

DVDs to help her reach her goals. Penelope’s already looked at several other sites, plus

she’s looked offline at sales letters and magazine

ads.

And each time she’s asking, “What’s separates

this stuff from all the rest?”

Does she find that uniqueness in what you

offer?

If your only difference is a bunch of descriptive

phrases such as, “Ultimate Performance,”

“Turbocharged Results,” and “Superior Quality”—

you might as well close shop.

Because if you research your competition on,

say Google, you’ll see why.

Here’s how to unlock your product’s true potential

For instance, one day recently, these three categories offered the following search

results…

Nutritional supplement companies—2,090,000

Workout DVDs—9,570,000

Fitness equipment companies—36,700,000

Those results mean you need to do more research to separate what you sell from what

they sell. Then you can create a distinct Unique Selling Proposition (USP) for each of your

offerings.

Only sell one product? Then relax and enjoy the challenge.

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Anyway, you’re probably already familiar with the concept of USPs. A product’s USP

grabs your prospect’s attention in a novel and emotional way. It then shows them why only

your product offers the ultimate benefits.

And you uncover your USP only after a complete study of your product—and prospect.

The problem up to now has been finding the most suitable USPs for your particular

niche. Sure, most marketing material—online and off—list USPs. But the definitions and

examples are generally generic.

So you need a source that lists USPs for just health, wellness, fitness, and self-help

products.

A shortened form of that list follows…

Components

To find this USP just ask yourself: What feature enables this product to produce the

ultimate benefit for its user that no other item does? This can be a nutrient,

equipment part, or other chemical.

If you find more than one, no problem, you can bundle them into one USP.

Quality

This is a hard USP to beat. Problem is you can only use it if research proves your

product is at the top in its class.

And the best proof? Clinical trials and specifics-based testimonials from users during

the research phase.

Promoting the Big Promise

This popular proposition offers prospects a grand picture of what their life will be like

once they get your product. This can either be an addition—say permanent power

and peace of mind from yoga—or the opposite, such as life-long stress relief from a

debt reduction DVD.

Process

This definition is different than you’ll find in most marketing textbooks. Here, a

process USP focuses on the novel way your customer receives your product’s

benefits.

Faster? Less impact on joints? Easier to swallow?

Price

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This offer-based USP can succeed in a number of ways.

One, you make your price look puny compared to all the big changes your prospect

will experience with your product.

Or you can minimize the price by saying, for example, “less than the dollar you

spend daily for a cup of coffee.” You could also compare it to your competitor’s

higher-priced items.

Personalities

This is a bit tougher. But here you use the distinctive personality and experiences of

the promotion writer as your USP.

This could be the doctor who’s furious at the medical mainstream, or a CEO who’s

visited many a exotic place in search of business opportunities.

Dosage

A few unscrupulous supplement merchants have hurt the industry by peddling

products with low nutrient dosages. This, of course, explains why prospects often

complain supplements don’t work.

You can counter this by SHOWING how your supplement or item has the exact

amount needed. Having this clinically proven is best; doctor approved still works.

Oh yes, in this case, more is not always better.

Guarantee

Reducing your prospect’s risk is expected nowadays—but reversing it? Unbeatable.

Thirty-day guarantees may still work but they’re, well, stale.

If you want to amaze your potential customer, reverse their risk with a 120-day, one

year, or forever guarantee. Then use that as your USP.

Transubstantiation

Called the greatest copywriting secret ever, transubstantiation is also a valuable

USP. Your focus here is on the striking result your product will give your customer

rather than on its everyday use.

For instance, you’re not selling a hair-loss supplement that starts working in less

than 30 days. No, you’re offering them a chance to recapture their manhood—and

the eyes of all the hot women they meet—in under a month!

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So there you go. Now all you have to do to start creating your product’s new USP is to

shift your research skills and imagination into gear.

Does the product under study surpass your competition in one of the above areas? Does

it match the definition of a USP? If so, you’ve found your unique selling proposition.

There’s only one source for more info on this—and it’s yours FREE

Now that you’re aware of how critical it is that each of your product’s has a USP, you

may want more information. And as crucial, see examples of USPs in action.

If you’re a marketing director, creative manager, or have a similar responsibility, you’ll

want to look at, “Finding Your Self-Help Product’s Unique Selling Proposition: 9 Coveted

Copywriting Secrets That’ll Catapult Your Products Above the Competition.”

This 24-page special report, the only publication available for finding USPs for products

specific to our market, is yours ABSOLUTELY FREE ($14.95 value). It also comes with a

handy checklist to make your USP search faster and easier. (It’s also adaptable for

services.)

To get your PERSONALIZED copy, just email your request to Dale L. Sims, stealth

sales strategist (www.selfhelpmarketcopywriting.com), at bwater17@att(dot)com.

Page 25

How Rachel got “bit in the butt” trying to be sneaky…but

became her company’s hero soon after

What’s worse?

Getting the “Evil Eye” from your boss throughout a two hour-long meeting and not knowing

why…

Or…

…knowing why and realizing you’re about to get “bit in the butt” for a bad decision you

made six months ago?

Definitely the latter, decided Rachel, company marketing coordinator.

And glares from Beatrice, her boss’s executive secretary, and Albert, her counterpart in

Sales, just jacked up her anxiety even higher.

Mercifully, the company quarterly budget meeting ended early. And Rachel, trying to remain

unnoticed, rose slowly, turning her body away from her detractors. She was three steps

from the conference room door when her boss’s voice stopped her.

“Rachel, I need to see you in my office in 15 minutes—exactly,” George, her boss, said.

“Yes, sir,” replied Rachel.

“And bring all your research on the three-vendor process you went through when you set up

the most recent version of our website,” George added.

The usually confident brunette managed a nod. But as Rachel escaped the room, one

thought dominated, “I am so-o-o screwed.”

Her sneakiness puts Rachel on the “hot seat”

In the safety of her small comfy office, Rachel lamented to herself, “This could cost me my

job.” She then rehashed her decision of six months ago.

George and the marketing director, Susan at the time, had tasked her to hire a vendor to fix

their faltering website. Her response? “Don’t worry about a thing. I’ll take care of it.”

Her confidence was easy to explain—at least at that time. Her brother, Pete, had just

graduated with a master’s degree in information technology—what could be more perfect?

Of course she’d have to go through the vendor selection process. But if she “nudged” her

brother in the right bid direction, he’d get the company contract.

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The ethics of the plan bothered her, but Rachel thought:

“It’s the perfect solution, I can give Pete real-world work experience, and I can save the

company money.”

What could go wrong?

She found out shortly in her boss’s office.

Too much knowledge can be dangerous—to a marketing website

“Not meeting expectations is about the nicest way I can frame our website’s result,” said

George to start the meeting.

A frowning Beatrice droned off the list of problems from a Google Analytics printout. She

concluded:

“Basically, our stats in such areas as new and repeat visits, page views, and average time

on our site are at least 33% lower than industry standards. And 14% lower than our

previous site. The only upwards trends are our page exit and site bounce rates.”

After the meeting, Rachel had one urgent mission: Eliminate all obstacles blocking the

website from reaching or exceeding the company’s marketing goals.

The last hours of her work day were spent searching for answers online. First, she looked at

many sites that offered free website reviews. But all were rejected—a quick study of their

sample questionnaires showed they were nothing but set-ups for a later hard sell.

At 4:15 p.m., she found a promo on www.selfhelpmarketcopywriting.com that sounded

promising. The headline asked:

Health, Wellness or Fitness Pro: Are Slow Website Traffic & Sales Killing Your

Business?

“And my career,” Rachel added.

She sent a short email with her company’s website address to the site’s owner, then with a,

“Thank God, this day is over,” to her personal assistant, rushed out of the building.

Early next morning, on the phone with her new consultant, she discovered why the

company website had low traffic and produced few sales.

Her brother had included several flash movies—including a loud video intro--and large photo

files as part of the new web design. These caused slow loading and viewing time, which

chased away most visitors, Rachel learned.

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Also, the site was not search-engine optimized so it didn’t rank high in Google or other

search engines, her consultant said. The content also needed a more customer focus, he

added.

Rachel would find out more when she got the proposal the next day. At least now she had

some firm info to take to her boss, and he’d know she was on her way to solving the

company’s biggest challenge in years.

Some harsh news, then…

Www.selfhelpmarketcopywriting.com won Rachel’s company’s competitive bidding process—

with no help from her. The consultant’s business used a proven one-of-a-kind system that

sounded effective, efficient, and easy for her and the rest of the staff to understand.

Plus, the consultant’s confidence and competence gave Rachel some much-needed

assurance. Of course, the introductory $100 savings discount helped too.

Completed a day before deadline, the e-mailed review detailed the many places their

website misfired. “I can’t believe we sent so wrong on this site. In fact, we thought we had

the perfect marketing vehicle—until the numbers came in,” Rachel told her consultant by

phone.

Her eyes widened as she studied the review’s recommendations for improvement. More

benefit-oriented and conversion-optimized copy…remove most of the animated photo

files…replace the free site-design template…make customers the star not

company…reorganize cluttered and confusing format…and many others.

“Thinking about all the work this is going to take is making my head spin,” Rachel said.

“Not to worry, you have a lot of options available to make this head-ache free—and

affordable,” he responded.

Rachel’s redemption

Three months later, the looks Rachel

received at her company’s third

quarter meeting were much different

than the previous one. Big grins,

high-fives, and congratulatory

handshakes ruled.

“Speech, speech, speech,” several of

her friends cried, jabbing their fists in

the air.

“Ha, Ha. Actually, the numbers speak

Page 28

for themselves,” said Rachel, now the company’s marketing director.

Indeed they did.

Rachel studied the recent analytics report—for the fifth time—from her chair directly to the

right of the boss. Yep, content’s conversion rates were up 95%, landing page conversions

had improved 50%, call-to-action success was up 125%, and so on.

“Getting that website review was the smartest thing I’ve done in a long time,” she mentally

congratulated herself.

Rachel rose and gave a short “thank you” to her fellow department heads and other

members of management. Concluding she said: “Yes, this was a huge challenge for us. But

really, all it took was just one email and I was on my way to finding the solution.”

Yes, Rachel turned her career and company’s future around by researching her options then

acting. How about you?

Are you despairing because you and your company are missing out on the financial

rewards—and personal pride—that comes from owning a successful marketing website?

Then be like Rachel. Do your due diligence and act today.

Who knows? Maybe you’ll become your company’s hero just like her.

http://selfhelpmarketcopywriting.com/health-wellness-or-fitness-pro-are-slow-website-

traffic-sales-killing-your-business/

Page 29

Attention Supplement Marketers

Is This Copywriting “Technique” Setting You up for a Hefty

FTC Fine?

When a Glendale, Calif., company tried to use this popular technique as part of

their defense against the Federal Trade Commission (FTC)…

…A federal judge in California denied its use and slammed them with a $2.2 million

dollar judgment.

The court had accused the Wellness Support Network, Inc. (WNS), with marketing

bogus products that claimed to treat and prevent diabetes, the agency’s press

release reported.

WNS posted impressive but phony sales claims on their website, Amazon.com, and

eBay, and supported them with hyped-up consumer testimonials, the FTC charged.

That’s false advertising, and it’s deceptive, said the agency.

But what’s critical to you is why one of WSN’s responses—a practice cherished by

supplement writers and marketers—got shot down…

How to know if your promos use this well-known tactic

This technique involves providing proof that the ingredients in your formula have

certain health-boosting benefits.

You then tell prospects that since your product has all these ingredients with their

potent benefits, that proves your super supplement works as described.

This tactic is often used as part of an implied endorsement, which works like this:

You get some big-name guru or other trusted source to endorse one or more

ingredients found in your product. This, you claim, proves your product is fantastic

and better than the competition. Therefore, prospective customers should buy your

formula.

So when the owners of WSN used this line after they were asked to show their

proof during the Feb. 2014 trial, they probably thought they were safe.

Instead, they got nailed…

Page 30

Why “Everybody else is doing it” didn’t cut it

The defendants claimed research showed the benefits of the individual ingredients

in their products.

For instance, their website specified, “A recent independent clinical trial was done

on one of these herbal ingredients from this amazing product. This study was done

on type 2 diabetics (mildly insulin dependent) and reported an average drop of

blood glucose levels of 31.9% and average weight loss of 4.8 pounds in just 30

days!”

Not so fast, said the court.

To help wrap up the FTC’s case, Dr. W. Timothy Garvey, an expert in the science

and treatment of insulin resistance and diabetes, concluded, “None of the WSN

claims… are supported by competent and reliable scientific evidence.”

Besides rejecting the notion that the individual ingredients spoke for the products

as a whole, he said the studies cited by the company were flawed in other areas.

For example, Garvey found that many of them were conducted in vitro or on animals and therefore didn’t substantiate that the tested ingredients work in humans.

Next, Garvey noted many shortcomings in the single-ingredient studies that

made them inapplicable to WSN’s products. For instance, insufficient amounts for comparison, lack of placebo or other controls, and testing of much larger doses than are found in WSN’s products.

Then, Garvey found that even some well-designed studies showing positive

results for individual ingredients were not conclusive because similar studies produced inconclusive or negative results.

The judgment--which also ordered extensive future recordkeeping and compliance

monitoring--was a result of several Food and Drug Administration (FDA) warning

letters and an FTC investigation.

In 2005 and 2006, FDA letters warned WSN that it considered their Diabetic Pack to

be a drug, making their advertising non-compliant with FDA regulations.

The FTC got involved in 2007. They ordered WSN to produce documents and

Page 31

answer questions about whether they were making misleading statements about

the safety and effectiveness of its products.

Here’s why this case may affect YOU

The FTC is waging an ongoing war against marketers who use bogus claims that

unproven remedies can thwart and treat deadly diseases such as diabetes and

cancer.

That’s not you, you say?

The regulations governing supplement advertising are numerous and often

complex. The best way to say it is: There are few black and white areas; but

football fields of gray ones.

And remember that old saying about

ignorance being no excuse?

It absolutely applies here.

Many well-meaning supplement makers

have got on the FTC’s radar because their

advertising accidentally caught the

commission’s attention.

But unlike some federal agencies who may

just send you letters and so on, if you hear

from the FTC, it means trouble—loss of

time, money, and peace of mind-NOW.

In the case above, the technique used by

WSN wasn’t new. Nor was the FTC’s

response based on some new regulation.

So if you’re a supplement marketer what’re your options?

They’re few.

You could take a gamble…hire a pricey lawyer…invest the time to learn all the regulations yourself, or…

…get someone to write your copy who’s knowledgeable about compliance issues.

Page 32

If you want to play it smart and not kill your budget, the latter option will work best

for you. Just fill out the simple form below to get started.

Page 33

(Bonus Article)

Is This Why Sales of Your Fat-Loss

Product Stink?

Discover the Hypocritical Attack Your Government is Waging

Against Your Business

This may not surprise you as much as it once did…

…but there’s a government agency telling the media and public you’re probably a

scam artist.

It’s true.

Your accuser here is the advertising industry’s watchdog, the Federal Trade

Commission (FTC). This January (2014), the agency posted an article on its website

titled: Gut Check: A Reference Guide for Media on Spotting False Weight Loss

Claims.

While its stated audience is the media, it’s easily viewed by your prospects.

The article’s aim is to enlist the media to “censor” the ads and promos you run on

their programs, websites, and in their publications.

Why?

Because some of you marketers will target desperate consumers just to make a

quick buck, the FTC claims. And you’ll use the reputation of respected media outlets

to do it.

So what can you do to keep your business thriving?

As always, get knowledge.

So let’s do that by investigating these charges, then look at why they’re

hypocritical.

Now read on and find the answers to…

What Else is the FTC Saying About You?

Page 34

First, the general highlights. The agency says you may…

….make promises that consumers can lose weight without effort and sacrifice.

These ads are false and deceptive, the FTC charges.

…cherry-pick your best testimonials—or even make them up—to fool prospects into

thinking they’ll get the same results.

…run a fly-by-night operation. You may plan to score a quick killing, then vanish

without paying vendors.

…use “limiting phrases” in your promos that consumers may miss. For instance

claiming a product “helps consumers lose substantial weight without diet or

exercise.” Or that customers can lose “up to three pounds a week for a month or

more.”

….try to be sneaky with your promotion’s disclosure of how much weight the typical person can expect to lose. For instance, instead of placing it where it can be clearly read, you may bury it in footnotes, blocks of text, or legal language, or even hide it in other elements of your ad.

Oh yes, the FTC warns, a disclosure that just says “results not typical,” or “your results will vary” is not enough.

In part 2, you can inspect those gut check claims, or as the FTC calls them…

7 Statements in Your Ads That may be Tip-offs to Deception

You’re conning the public and media if you make the following claims, the agency warns.

And keep in mind these warnings apply not only to dietary supplements, but also to herbal remedies and over-the-counter drugs. Creams, wraps, patches and similar items worn on the body or rubbed into the skin are included as well.

Now here are the specifics, and the FTC’s reasoning:

Your claims are bogus and misleading if you promise your product…

1. Causes weight loss of two pounds or more a week for a month or more without dieting or exercise

Page 35

Meaningful weight loss requires work and taking in fewer calories than you use. That’s it. Ads promising major fat loss without diet or exercise are false.

And ads claiming buyers can lose weight fast without changing their lifestyles – even without mentioning a specific amount of weight or length of time – are also untrue. This applies to subtler approaches such as referring to changes in dress size

or lost inches as well.

False spins on this claim include:

“I lost 30 pounds in 30 days – and still ate all my favorite foods.” “Lose up to 2 pounds a day without diet or exercise.” “Drop four dress sizes in just a month without changing your eating habits or

enduring back-breaking trips to the gym.

2. Leads to substantial weight loss no matter what or how much the consumer eats

You can’t eat unlimited amounts of food and still lose weight. Studies show to cut fat you have to burn more calories than you take in. If an ad says

otherwise, its claim is false.

Bogus claims include:

“Need to cut 20, 30, 40 pounds or more? Eat your fill of all the foods you crave and watch the weight disappear!

“Who needs rabbit food? Enjoy any mouth-watering foods you want anytime you want, and blast away dress sizes and belt notches.”

3. Results in permanent weight loss even after the consumer stops using product

Without long-term lifestyle changes--sensible food choices and more activity--

weight loss won’t last once customers stop using the product.

Don’t trust any product that promises once-and-for-all fat-loss results without

lifelong efforts.

These claims are misleading:

Page 36

“Take it off and keep it off. Kiss dieting goodbye forever.” “It’s not another weight loss gimmick. It’s a unique metabolism accelerator

that changes how your body burns fat. Why settle for temporary weight loss when you can get rid of those flabby thighs and that unsightly muffin top

once and for all.”

4. Blocks the absorption of fat or calories to enable consumers to lose substantial weight

Doctors, dieticians, and other experts agree: There’s no magic way to lose weight

without diet or exercise.

And those pills approved by the FDA to block the absorption of fat or help you eat

less and feel full? Not going to work unless combined with a low-calorie, low-fat

diet, and regular exercise.

Deceptive claims include:

“Super Flablock Formula is an energized enzyme that can absorb up to 900 times its own weight in fat. Relax and enjoy rich favorites like ice cream, butter, and cheese, confident that you’ll still blast off up to 5 pounds per

week – or more!” “Block fat before your body absorbs it. The pounds and inches will melt

away.”

5. Safely enables consumers to lose more than three pounds per week for more than four weeks

Losing more than three pounds a week over several weeks can result in gallstones and other health complications, medical experts agree. So if an ad says dieters can

safely and quickly lose a dramatic amount of weight on their own, it’s false. And--it can ruin their life.

Faulty claims include:

“Slash up to 10 pounds a week safely and effectively. Imagine looking into the mirror two months from now and seeing a slim reflection.”

“Even if you have 40, 50, 60 or more pounds to drop, doctors recommend Fat Foe as the no-risk way to blast off the weight and inches in a few short months.”

6. Causes substantial weight loss for all users

Page 37

Because people’s bodies and lifestyles are different, no product will cause every

user to drop large amounts of weight. Any ad that makes a universal promise of

success is false.

Untrue claims include:

“Lose 10-15-20 pounds. Gelaslim works for everyone, no matter how many times you’ve tried and failed.”

“Maybe you want to drop a dress size before that get-together next month or

perhaps you need to take off 50 pounds or more. Your search for a weight loss miracle is over. We’ve found the diet supplement guaranteed to work 100% of the time – regardless of how much you want to lose.”

7. Leads to substantial weight loss if a person wears it (the product) on their body or rubs it into their skin

Weight loss is an internal metabolic process. Nothing you wear or apply to the skin can cause major weight loss. So fat-loss claims for patches, creams, lotions, wraps,

body belts, earrings, and the like are false.

Invalid claims include:

“Ancient healers knew that a metabolism-boosting energy current runs from the earlobe to the stomach, making it easy to shed 30, 40, even 50 pounds. That’s the secret behind our Dieter’s Earrings.”

“Rub Melt-X Gel into your problem areas and watch the active ingredient penetrate the skin layers to melt fat at the cellular level. You’ll melt away 20 pounds in just a month.”

“Our patent-pending body wrap will increase the metabolism around your

hips to burn fat faster. You’ll zap 2-3 pounds per week just by wearing the body wrap while relaxing. Vaporize 25 pounds in 8 short weeks.”

So stay out of the FTC’s crosshairs by keeping this info in mind when you produce your promotions. Ironically though, one of the major things you must do to achieve that is forgotten by the FTC in this release.

So…

Why Isn’t the FTC Practicing what it Preaches?

In the introduction to their Dietary Supplements: An Advertising Guide for Industry, the FTC stresses that all advertising must be truthful, not misleading, and SUBSTANTIATED.

Page 38

So how does the FTC substantiate their gut check claims?

Prestigious university studies? Research by eminent scientists?

No. Surprisingly, the agency doesn’t provide proof for their findings. And even though there’s no selling involved, the agency is asking readers to accept a lot without any backup.

Sure, they may have the info somewhere. But since it isn’t with their claims, it fails their own “Clear and conspicuous” policy.

Does this mean their charges are false?

Not necessarily.

But how do readers know if they’re true and not part of an agenda?

They don’t.

It’s just another example of the federal government saying, “Do as I say, not as

I do.”

Obviously, this doesn’t change your responsibilities to prove your promises in

your promotions.

In fact, you can use this 2-step process recommended by the FTC:

First, identify all express and implied claims in your ad.

Then assess the scientific evidence and decide if there’s adequate

support for your claims.

Also, the agency mandates that if weight-loss testimonials portray non-typical results, you must reveal what kind of outcome buyers can actually expect. And,

ahem, these disclosures must be clear and conspicuous. Of course, performing the above method of ad interpretation and substantiation may require more time and knowledge than you have. But you can resolve this faster and easier than you may think. You got it--by contacting me.

Page 39

So let’s end on this invitation… Just fill out the easy form below. You’ll quickly find out how to get the help you need to solve your problem.

Page 40

About The Author:

Dale L. Sims is a stealth sales strategist based in Grand Rapids, Michigan. Also,

from May 2010 to Jan. 2014, he served as marketing coordinator and health

consultant for Healthy Design, a supplement and fitness product distributor in

Cadillac, Michigan.

A former reporter and editor, Dale also has experience in radio advertising sales.

Questions about this e-book? Call 616-956-1171 or e-mail bwater17@att.net. Main

website: www.selfhelpmarketcopywriting.com.