How to completely b*gger up some good writing advice

As always on the lookout for useful writing advice on the internet to supplement my own, I was attracted to this offering:

“10 Simple Tips To Help You Write Better Headlines And Make More Sales”

Away to the YouTube link I went and found a slideshow with some quite nice images and the script in reversed out type over the top. In the main you could read most of the words and there
were only a few mistakes in spelling and punctuation.

The advice was pretty good – focus on benefits and how your product or service solves your customer’s problems, make the customer see that you understand her and what she needs, define your USP (Unique Selling Proposition) and bring it to the fore, grab them by the throat with a strong headline then carry on including fairly frequent cross-headings (also stressing benefits) to lead the reader through right down to the “buy” button.

Excellent. Well, apart from the occasional spelling goof, but you know how picky I am.

There was just one problem.

The voice over artiste they used came not only from another planet, but in all probability, another galaxy. Allow me to demonstrate:

How on earth could the nitwits concerned manage to ruin what otherwise would have been a fairly reasonable presentation? Had somebody’s brother –in-law come up with a whizzo idea for cheap automated V/Os and forced the program makers to try it out, not caring a hoot for the fact that it made the whole thing look like a very bad TV comedy skit?

Not the nicest of organizations, perhaps…

The link below the YouTube video takes you to a slightly smelly-looking squeeze page. Some kind friends of mine** managed to track down the background to this without my having to sign up and it turns out the organization behind it all is LLC, headed up by a certain Mr Chris Moran, based in Baton Rouge, Louisiana.

As you can see from this report, and this one, and this one, and this one, and this one, LLC and Mr Moran are not the most popular kids in the playground.

blogging,writing,blog writing,business,newsletter,,How To Write Better,Suzan St MaurThe next thing my evil little brain wonders is, where did that script on the video come from? Was it written honestly by Mr Moran’s own fair hand? Do you think Mr Moran is an expert at copywriting as well as being an expert in, er, dubious business deals? Watch this space … I may investigate further…

** My thanks to James A Zeigler, Peter Syme, Bernard Ramsden, Angie Wilkes, Adrian Higgs, Sally Church and everyone else in our excellent Facebook group who helped me track this story down.

Now – get yourself some unadulterated, good writing advice:

“Super Speeches”…how to write and deliver them well

“How To Write About Yourself”…how to make the most of yourself, whatever you need to write

“Business Writing Made Easy”…everything you need to know about writing for business in English




  1. Whoa, Suze, hold on. This is how I sound when I talk. Are you saying that “alien” doesn’t sound great! LOL

    • Have you tried your Astro Gremlin voice along with a few whiffs of helium? That would really perk things up! Welcome to HowToWriteBetter. I’m just guessing here, but I think you might like some of my humor posts – click on the “over 300 articles” title and check out the humor section…