Tips, Links and Tidbits Newsletter


Because friends don’t let friends stay ignorant

Wednesday 9th January 2013



Computing | Health | Humour | Other
Public Relations and Marketing


Can HP Survive the Post-PC Revolution?

On November 20, 2012, Hewlett-Packard (HP) announced its second quarterly write-down of over $8 billion dollars in a row. That in itself is cause for alarm, but the fact that HP blamed the write-downs on two of its largest recent acquisitions means the company could be flailing to find a foothold in a world where PCs and printers are quickly becoming niche products.

Tobii REX peripheral adds eye-tracking functionality to Windows 8 PCs

Over the past decade, Sweden’s Tobii has been working on adding eye-tracking technology to a mix of user inputs that includes keyboards, mice and touchpads and screens. After demonstrating its GAZE UI for Windows 8 at last year’s CES, the company is set to showcase its first eye-tracking consumer peripheral device which brings the GAZE functionality to any Windows 8 PC at CES 2013. By tracking their eye movements, the Tobii REX allows Windows 8 users to scroll, zoom, navigate and select using their peepers in conjunction with a mouse or touchpad.

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Intestinal flora shown to fight disease such as HIV

Wow! Get into the sauerkraut and probiotics!

Reprint of Newsletter

My Shocking Interview With Cancer Patient

I recently interviewed a young lady (Cindy) who had been treated for cancer.

Thankfully she’s doing well and all her tests over the last 9 months report her to be cancer-free.

So I took the opportunity to ask some probing questions about her diagnosis and treatment.

And her answers shocked me.

Here’s why:

Question #1
“What were you told about the cancer and how/why it may have started?”

Cindy’s response: “I was told it was ’just one of those things’ and it ’just happened.’ I guess I’m one of the unlucky ones.”

My comments: I explained to Cindy that “luck” has nothing to do with it and it’s NOT ”just one of those things.” Instead cancer typically forms under some VERY specific conditions.

I told her cancer starts when the DNA in one of your cells becomes damaged.

If it’s not stopped, the damaged cell begins to replicate itself WAAAY too fast until it forms a tumor. At the same time, your natural cell death rate slows down, which sets the stage for the tumor to get bigger...FAST.

It can eventually start to invade surrounding tissues and then move on to other areas (metastasize).

But NONE of this can happen unless these two conditions are present:

1- You have a toxic, acidic body where cancer can thrive and
2- You have a weak immune system

Cindy was shocked -- no one had explained any of this to her.

Question #2
“What dietary advice were you given during and after your chemotherapy and surgery?”

Cindy’s response: “None really. The only time diet came up was during chemo. My doctors told me to eat pizza because my immune system was weak and they felt that pizza was a ’safe’ food because it’s cooked at a high temperature.”

My comments: There is so much wrong with that statement, I almost don’t know where to begin.

First and foremost, pizza is a hefty dose of refined carbs, which basically turn to sugar in your body, which cancer just loves. And it feeds the harmful bacteria in your gut. That makes your immune system even WEAKER!

Secondly, pizza is a difficult food for your body to digest. A lot of acid waste can be created in the process, and unless you balance it out with enough alkaline foods, the acid wastes can build up in your body and keep you a perfect home for cancer.

And the remark about pizza being “safe” because it’s cooked on high heat? That is unbelievable!

Even if the high temperatures did kill “germs” or whatever may have been on the raw pizza, what about the all the possible “germs” from people it passes through who cut it, boxed it, delivered it and served it?

But the saddest thing of all here is that Cindy’s body, more than ANY other time in her life, needed good nutrients from real foods to fight this deadly disease.

Yet she was told to eat pizza by a “prestigious” cancer treatment institute.

Question #3

“What was suggested to you about building your immune system back up during and after chemotherapy?”

Cindy’s response: “Well, I had to be really careful not to get sick. Anytime I felt a cold coming on or whatever, I was rushed to the ER and given antibiotics.”

My comments:
Well, that’s the icing on the cake.

A strong immune system is vital in order to defeat cancer and to come back from the devastation of chemotherapy. And the strength of the immune system is completely dependent on having a healthy population of beneficial bacteria in your gut (where 70% of the immune system happens to reside).

In order to make sure you have enough of the “good guys” it’s important to eat nutritious foods to nourish your friendly flora and to supplement with probiotics.

Cindy’s doctors never even mentioned probiotics! And we know that she wasn’t told to eat good foods.

Regarding the antibiotics--while antibiotics may kill an infection, they also destroy beneficial bacteria, so your immune system continues to be compromised. Antibiotics make it weaker, in fact.

So that made Cindy even MORE susceptible to catching something else.

Cindy’s eyes were as big as saucers at this point, so here is the “rest of the story” I told her about fighting and preventing cancer:

Are you a good home or not?

Mountains of studies have shown that cancer must have an acidic, toxic environment in order to thrive.

And on the flip side, it FAILS TO SURVIVE in a clean, alkaline environment.

Although there are many factors that can make your body acidic (like smoking, environmental toxins, stress and medications) number one is your diet--specifically, eating mainly foods (like pizza!) that create acid wastes in excess of what your body can eliminate.

The immune system’s role

When the DNA in one of your cells becomes damaged as described above and cancer cells begin to multiply, it’s not like your body immediately waves the white flag of defeat and you become a statistic.

On the contrary, you have an internal army of very sophisticated cancer protection--your immune system.

You see, in a healthy body, your immune cells detect and engulf cancer cells (plus other dangerous toxins and microbes) and destroy them.

This process is happening all the time inside of you.

But if you have a weak immune system, not only are you lacking this vital cancer protection, but you’re also susceptible to every bug and virus around!

Now for the REAL advice

Having a clean, alkaline body and a strong immune system are THE most important things you can do to help fight and prevent cancer.

Here are two very effective measures you can take to achieve this goal:

1) Nourish your body & keep it clean on the inside

The National Cancer Institute and the American Cancer Society estimate that at least 30-35% of all cancers are related to a poor diet!

Here’s why a good diet has such a profound effect on cancer prevention and treatment:

First of all, easy to digest alkaline foods (like fruits and vegetables) can help eliminate built-up toxic wastes in your body.

So the more of those you eat, the less attractive of a home you are to cancer, making it more difficult for cancer to thrive!

The nutrients in your foods play a big part...

Antioxidant vitamins (like Vitamin C and E) and minerals (like selenium) can actually help PREVENT and repair DNA damage so it never gets a chance to develop into a tumor!

Plus, Vitamins A, D and folate all encourage proper cell differentiation and growth.

And many phytochemicals found in fruits and vegetables have been shown to have anti-carcinogenic properties and are potent antioxidants as well.

The great news is, having this ever-important healthy diet is not only easy, but it’s tasty, too.

The Great Taste No Pain health system is your ticket for enjoying delicious, good-for-you foods.

Great Taste No Pain shows you how to create healthful, nutritious meals (featuring many of the anti-cancer nutrients mentioned above) that are not only rich and tasty (truly), but are also easy to digest.

When your digestion is accomplished thoroughly, not only will you be helping to eliminate toxic waste build-up, but you’ll also help maximize your body’s absorption of cancer-fighting nutrients from your foods.

2) Beef up that immune system

A strong immune system is absolutely vital in the fight against cancer.

In addition to a healthy diet which feeds your friendly flora, probiotic supplementation can help you achieve this important, possibly life-saving goal.

Super Shield’s 13 strains of potent friendly bacteria are up to the task, ready to line your intestinal walls, help keep your digestion smooth and be on the lookout for “suspicious” cells with damaged DNA.

Learn more about Super Shield and all the ways it can help you here.

Prevention is possible and where it’s at

In spite of all the latest and greatest detection techniques and advances in surgical procedures, cancer continues to be a major killer, second only to heart disease.

Prevention is where it’s at, my friend.

When you help PREVENT cancer from thriving in you to begin with, you are taking the most significant step toward a long, disease-free life and feeling energetic and alive while others around you are dragging and dropping.

Do it now.

You couldn’t start out this New Year in any better way.

To your health,

Sherry Brescia

PS: We’re now on Facebook! Like us here: -

PPS: Connie is living a normal life again!

Hi Sherry,

I just watched a story on the 700 Club about how the food we eat can either encourage cancer to grow, or by avoiding certain foods we can help kill it.

You have been talking about this for years!

Plus all your information about all the other diseases that food contributes to.

You could probably watch the program yourself on CBN news. Would love to see you on this show also, with ALL the information and research that you have collected over the years.

Your Great Taste No Pain has changed my life from one of horrible discomfort and sleepless nights to living a normal life...and even enjoying going out for a special dinner.

Now that I know how to combine my foods for good digestion, I feel safe and secure.

God bless you and your staff for being so quick to keep us informed!


Haven’t taken the Great Taste No Pain test drive? Why not? Get over to - and feel the power of Great Taste No Pain.

Want to read past articles? Here they are.

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7 Healthy Habits Proven to Help You Live Longer

More than 60 years ago, a Midwestern doctor named Lester Breslow dreamed of bringing a "broader vision” to public health by emphasizing the importance of healthy habits in preventing disease. But when he applied to join the California state public health department, he was rejected with a dismissive suggestion to “take his crazy ideas back to Minnesota and try them there.” Fortunately for the world, Dr. Breslow didn’t give up easily. He was eventually brought into the department, where he and his colleagues conducted a groundbreaking study that would change the face of medicine forever. They studied nearly 7,000 residents of Alameda County to see how closely they followed what Dr. Breslow considered the seven most important habits for healthy living. Sure enough, the team found that people in midlife who followed at least six of the habits could expect to live 11 years longer than people the same age who followed fewer than four. A 60-year-old who followed all seven practices would be as healthy as a 30-year-old who followed fewer than three.

Dr. Breslow practiced what he preached, living until he was 97. Here are Dr. Breslow’s seven habits for healthy living and a longer life:

• Stop smoking. Dr. Breslow was one of the first researchers to prove a link between smoking and diseases such as lung cancer. Today, the Centers for Disease Control and Prevention report that one in five deaths in the U.S. – 443,000 in all – is directly attributable to smoking. A smoker can expect to live 11 to 14 years less than a nonsmoker.

• Exercise regularly. If you’re a couch potato, you’re setting yourself up for a host of troubles, from obesity and joint problems to diabetes and heart disease. Getting active will make you feel better and improve your health as well. One recent study found that as little as 15 minutes a day of physical activity can reduce your risk of dying by 14 percent. Another study shows that daily moderate to high levels of exercise can increase your lifespan by nearly four years.

• Drink moderately or not at all. Studies have shown that one alcoholic drink a day can reduce your risk of heart disease and increase levels of the “good” cholesterol HDL. But if you don’t ordinarily drink, don’t start (Dr. Breslow was a teetotaler). And if you do drink, limit yourself to one 5-ounce glass of wine or liquor (or 12 ounces of beer) if you’re a woman; two if you’re a man.

• Get enough sleep. Sleep deprivation can do more than just make you groggy in the morning. It can weaken your immune system, lead to depression, and even increase your risk of certain cancers. Aim for at least seven hours of sleep a night, and talk to your doctor if you regularly have trouble falling or staying asleep.

• Eat regular meals. Skipping meals or saving your biggest meals for late in the day can lead to weight gain and diabetes. Why? Severe hunger makes your metabolism sluggish, making it hard to take off weight.

• Maintain a healthy weight. You know that obesity raises the risk of heart disease, high blood pressure, and stroke. What you may not realize is that being overweight is tied to many more conditions: certain cancers, joint and back pain, depression, fatty liver disease, and sleep disorders, just to name a few.

• Eat breakfast. There’s a reason it’s called “the most important meal of the day.” Not only does eating in the morning help you lose weight, it also boosts your energy level, kick-starts your metabolism and improves memory and concentration. Just be sure your breakfast consists of healthy fare like whole-grain cereal, egg whites, and fruit.

Madness: These statistics could qualify tantrum-throwing children as mentally ill

A great quote from one of my Facebook mates, Brian Williams:
There are two things that young children need more than anything else: love and attention. Given common sense in everything else, that is the only secret of keeping them in good shape. Drugs are, in any conceivable case, the worst possible treatment and amount to child abuse. Giving any attention to a tantrum instead of to the child seized by it is also an abuse.

The way to deal with tantrums is the simplest thing of all. A tantrum is simply an introverted state and it is only necessary to draw the child’s attention back out to his surroundings. Stay totally calm, ignore the tantrum completely (or you will make it worse), and react to nothing. Gently tell the child to look at things in the room or environment one at a time, and say "good" when they do. Children respond incredibly quickly: once my little boy went in a total screaming “won’t get into bed” tantrum. “Look at that,” I said, and pointed at the wall. “Huh?” he said, and changed immediately back to his normal, sweet disposition.

Recovering Twice

Recver Twice

Better to catch any diminishing of your health and ability early enough so you can help the body overcome it with much milder treatments than drugs, each of which has an average 70 documented side effects!

Monsanto Products - By Their Actions And Products You Shall Know Them

Monsanto Products

Seems like a continuous trail of death and destruction all the way to the political lobbyists and the bank.

Tipping Point

Tipping Point

What Foods Are Highest In _____?

I had the opportunity to teach someone how to look for foods highest in a given nutrient and I thought you might find it useful too. Here is what I wrote up for her:

1. Go to
2. Hold your mouse over the menu option Tools
3. On the sub-menu that drops down, click on the menu option Nutrient Search Tool
4. Click on the down arrow in the first field and scroll down to Potassium
5. Click the green Search button
and you will be presented with a list of all products in the database in descending order of Potassium content.

First Nations Last Best Hope

First Nations Last Best Hope

New Research Confirms Wheat Gluten Promotes Weight Gain

ew research confirms some of the basic tenets of the Wheat Belly, a book by Dr. William Davis, which argues that wheat avoidance results in healthy weight loss.

Blood Pressure Helpers

Foods that help rather than hurt...

How To Make Your Own Toothpaste

How To Make Your Own Toothpaste

Putting My Child At Risk

Putting My Child At Risk

Stop Dumping Radioactive Waste Into The Sea!

Graphene oxide has a remarkable ability to quickly remove radioactive material from contaminated water, researchers at Rice University and Lomonosov Moscow State University have found.

Of Course We Lie About Vaccines

Of Course We Lie About Vaccines

Gender Bender Chemicals In Wrappers

Beware The Gender Bender Chemicals in the WRAPPERS!

Raised Garden Beds

Raised Garden Beds

If you are going to make one of these you can even put the posts on the outside of the rails so you won’t need screws or nails.


Here is some data on antidepressants for those looking for an incentive to not take them or get off them:

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Who Is Afraid Of Whom

Who Is Afraid Of Whom

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True Patriotism

True Patriotism

Ten Principles From Eistein

Ten Principles From Eistein

Business as suppressive usual at the top!

White House wins fight to keep drone killings of Americans secret. A federal judge issued a 75-page ruling on Wednesday that declares that the US Justice Department does not have a legal obligation to explain the rationale behind killing Americans with targeted drone strikes.

Some Eye-Opening Data

A long sales pitch for an investment newsletter but some very interesting data contained therein on predictions for what will to happen in the US. Some of this data is 180 degrees opposite from what you and I have been told.

Do Not Believe...

Do Not Believe...

Elements- Dubstep Violin Original- Lindsey Stirling

She’s gorgeous, she’s talented, she’s athletic, she’s aesthetic and she sounds great - she rocks!!

Only A Few Minutes, But Impact!

The rabbit hole runs deeper...

If you live in Western Australia... ... check this out!

Occupy Perth!

Dead of Alive

The Death Of Fear

As a message, this is really something! I commend you to consider how free you would be spiritually if you resolved that from this day forward you were to do what you felt was right, regardless of what fears you had formerly.

Not Ready To Be Unplugged

Not Ready To Be Unplugged

So don’t beat yourself up if you cannot yet get through to those not as advanced as you on your spiritual journey to greater awareness. Look for how to better reach them on the level where they sit at present.

Know More Today

Know More Today

One could do a lot worse...

The Real Revolution

The Real Revolution

Apparently the full quote is: “The revolution was won in the hearts and minds of the colonists decades before the first shot was ever fired! The American Revolution was the greatest out come event of the Great Awakening! Our founding generation found that it was also their Christian duty to preserve liberty and freedom. God given rights!!!”

Some interesting 911 Data

There is little doubt any passenger planes were involved in 9/11. One only has to look at the footage - these were military aircraft! Of course a recurring theme of 9/11 was how key eye witness accounts were ignored while any idiot or liar lending credence to the ’impossible’ official explanation made front page news! These aircraft were fitted with RAYTHEON’s Global Hawk remote control Unmanned Aerial Vehicle systems. This company specialized in UAV’s. Now here are the names of 5 men.

Stanley HALL - Director Electronic warfare program management.
Peter GAY - Vice President of Electronic Systems.
Kenneth WALDIE - Sr Quality Control Engineer Electronic Systems.
David KOVALCIN - Sr Mechanical Engineer for Electronic Systems.
Herbert HOMER - Corporate Executive working with the DoD.

These men had two things in common. Firstly they were 5 of Raytheon’s top executives. This may not raise too many eye-brows but what if I told you THEY ALL DIED ON THE SAME DAY! Guess what day? Yep, 9/11! Now how about that! Quite incredibly the 9/11 commission omitted all this crucial evidence! As yet no grand jury has bothered to probe the memos of these five men, their electronic messages, phone records etc. To say the whole thing stinks is a chronic understatement!

911 by GMM - Pt 7/9 WTC7, Shanksville, Passengers & Crew of flights 77 & 93

Some interesting commentary on aspects of 911...

Ban Chemtrails

Here is a petition to sign

School And Prison - Both Control Operations

School And Prison - Both Control Operations

School - an indoctrination and control mechanism employed by authority to restrict independent action and thought, train obedience to orders and subordination to authority so as to create a class of unquestioning workers.

Quote From Sun Tzu

“If you know the enemy and you know yourself you need not fear the results of a hundred battles.” Sun Tzu.

The situation is that your enemy knows that most people are operating on a stimulus response mechanism and therefore can push your “buttons” and control your decisions. Be aware of this and make the decision to do something so that you can be more at cause of your decisions.

What Worries You Masters You

What Worries You Masters You

Intel Did It!

They created a physical version of the animated muscial machine.

You Won’t Hear About This On The News

Woman With Hand Gun

On Sunday December 17, 2012, 2 days after the CT shooting, a man went to a restaurant in San Antonio to kill his X-girlfriend. After he shot her, most of the people in the restaurant fled next door to a theater. The gunman followed them and entered the theater so he could shoot more people. He started shooting and people in the theater started running and screaming. It’s like the Aurora, CO theater story plus a restaurant!

Now aren’t you wondering why this isn’t a lead story in the national media along with the school shooting?

There was an off duty county deputy at the theater. SHE pulled out her gun and shot the man 4 times before he had a chance to kill anyone. So since this story makes the point that the best thing to stop a bad person with a gun is a good person with a gun, the media is treating it like it never happened.

Only the local media covered it. The city is giving her a medal next week.

The Body Heals With Play

Too simple but a good start.

$9,000,000,000,000 MISSING From The Federal Reserve SHOCKING FOOTAGE

Rep. Alan Grayson questions the FED inspector General where $9 TRillion dollars went... and Inspector General Elizabeth Coleman hasn’t a clue.

Move On

Move On

56 Million Exterminated After Gun Control Implemented

5 stars for this one!

What struck me as interesting was that over 33 million, more than half, of those disarmed citizens started dying within a year of gun control being implemented by their government. Ass soon as gun control came in the government started exterminating them.

Would lead one to suspect a causal relationship between the desire to implement gun control and the intention to commit mass murder.


In 1929, the Soviet Union established gun control. From 1929 to 1953, about 20 million dissidents, unable to defend themselves, were rounded up and exterminated.


In 1911, Turkey established gun control. From 1915 to 1917, 1.5 million Armenians, unable to defend themselves, were rounded up and exterminated.


Germany established gun control in 1938 and from 1939 to 1945, a total of 13 million Jews and others who were unable to defend themselves were rounded up and exterminated.


China established gun control in 1935. From 1948 to 1952, 20 million political dissidents, unable to defend themselves, were rounded up and exterminated.


Guatemala established gun control in 1964. From 1964 to 1981, 100,000 Mayan Indians, unable to defend themselves, were rounded up and exterminated.


Uganda established gun control in 1970. From 1971 to 1979, 300,000 Christians, unable to defend themselves, were rounded up and exterminated.


Cambodia established gun control in 1956. From 1975 to 1977, one million educated people, unable to defend themselves, were rounded up and exterminated.


Defenseless people rounded up and exterminated in the 20th Century because of gun control: 56 million.


You won’t see this data on the US evening news, or hear politicians disseminating this information.

Guns in the hands of honest citizens save lives and property and, yes, gun-control laws adversely affect only the law-abiding citizens.

Take note my fellow Americans, before it’s too late!

The next time someone talks in favor of gun control, please remind them of this history lesson.

With guns, we are ’citizens’. Without them, we are ’subjects’.

During WW II the Japanese decided not to invade America because they knew most Americans were ARMED!

If you value your freedom, please spread this anti gun -control message to all of your friends.

The purpose of fighting is to win.
There is no possible victory in defense.
The sword is more important than the shield, and skill is more important than either.
The final weapon is the brain.
All else is supplemental.



I’m a firm believer in the 2nd Amendment!

NDAA Call To Action

NDAA Call To Action

As well as that, if you are inclined to also help your fellow man, join or support your local tenth amendment center and press your state legislatures to support the Constitution and nullify illegal federal legislation. Those traitors in Congress won’t suppor that which they took an oath to defend - bypass them!

Tell Dominos: Stop Using Gestation Crates To Torture Pregnant Pigs!

This inhumane treatment should stop!

To The US Police and Armed Forces - Your Oath Is To The Constitution

Your Oath Is To The Constitution

Wise words, worth heeding and acting on! From Big City Cops page on Facebook.

AN ARMED NATION: I recently posted an article about a Denny’s restaurant which asked some Detectives, who we’re armed, to leave the location because they we’re armed. The article I had received named the location as Belleville Missouri... but it turns out that article had the state wrong... to no surprise, the correct state was Illinois...

To anyone who is, in the slightest ways, interested and informed on the anti-gun politics should see these news as no surprise... as the democrats have a long history with gun-control... a long way back...

How many of you knew that the democrats, since as far back as 1640, the democrats provided the first gun control law ever...passed in VA, it provided that blacks, even freemen, could not own guns.


"Gun control laws were originally promulgated by Democrats to keep guns out of the hands of blacks. This allowed the Democratic policy of slavery to proceed with fewer bumps and, after the Civil War, allowed the Democratic Ku Klux Klan to menace and murder black Americans with little resistance.

(Contrary to what illiterates believe, the KKK was an outgrowth of the Democratic Party, with overlapping membership rolls. The Klan was to the Democrats what the American Civil Liberties Union is today: Not every Democrat is an ACLU’er, but every ACLU’er is a Democrat. Same with the Klan.)"


The fight continues... and because of our, the people’s, lack of interest and longstanding apathy in our own govt, politicians and politics... we’ve lost control of OUR govt... a govt now run/ruled by a bunch of elitist who are very disconnected from the reality of the state of our country.

Chicago, IL has a gun ban in place... it has so for many well as Detroit, Washington DC, and a few others... and those are cities which lead the nation in gun related crimes and murders!... Because... “GUN CONTROL WORKS” per the democrats.


There are only about 5,500 “elected” politicians in our country... and only 545 RUNNING our country... DOING WHAT THEY BELIEVE is best for us...

This article names a few of these politicians and their stance on "gun control"... whether you agree or disagree with their stance, they have no problem voicing it...and you, as someone who’s represented by these types, should also have no trouble acting on what their stance is...

The current administration has drawn a line in the sand... and by the looks of the "people"... it’s a line which will stand...

What will it take for you to take action? To become interested? To become actively involved? Will it take a knock on your door? Will it take an Executive Order to surrender your guns? Because if that’s when you’ll "rise up"... well, it’ll be too late.

Hopefully our LE and Military will remember that their oath is to the Constitution...and not a man/woman with an agenda...

Rise Up Now...Politically! ... prevent the problem before it becomes a problem... “An ounce of prevention is worth a pound of cure.”

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Public Relations and Marketing

Split Testing

Was talking to a client and graphic designer yesterday about split testing. Here is a great example of something to test and the reson for it.

Dear Direct Response Letter Subscriber:

I have dealt with this complaint before, but it comes up every now and then, and recently, I heard it from a potential client who wanted to sell Web services to marketing managers at Fortune 500 and middle market corporations.

"Our copy is too simple," the client said of his web site. "This sounds as if we are talking to small business owners. Our audience is senior managers at Fortune 500 companies. The tone needs to be much more professional and sophisticated."

Oh, really? Says who?

One of the biggest misconceptions about writing to CEOs, CFOs, and other senior executives is that they speak some alien language that has only a passing resemblance to the conversational or written English you and I use every day ... and that, to sell to this special audience, you have to emulate or copy this special language.

But the reality is: C-level executives put their pants on one leg at a time just like everyone else. They read the same blogs you do ... go to the same movies ... listen to the same radio stations ... watch the same TV shows.

Yes, it’s smart marketing to understand your audience and then write copy that speaks to their specific needs, fears, concerns, problems, and desires.

And you want to tailor the tone and style of your language to your audience to a reasonable degree. For instance, you wouldn’t use off-color language when writing to ministers. Or use equations in differential calculus when writing to factory workers.

But ministers, chemists, accountants, engineers, computer programmers, while they all may speak the specialized language of their trade, also speak a common language: the English language. And that’s the language you should use when writing your copy.

How do I know I am right? The same way we know anything about direct marketing: through testing.

I have tested “plain English” copy against “high-falutin” copy numerous times over the span of my 34-year career in direct marketing ... and 99 times out of 100, the same language that works for “ordinary folks” sells just as effectively to CEOs, Ph.D.s, and yes, even rocket scientists.

It is easy enough to see this for yourself. Study the controls in any market, for any kind of product. Collect as many e-mails and direct mail pieces as you can that you know to be strong controls, because they have been mailed repeatedly.

Now divide them into two piles: those written in plain English vs. those written in jargon, big words, or “high falutin” language. If you have collected a dozen samples, I guarantee that the number in the “plain English” pile will be 12 or 11 ... no fewer than that ... proving my point.

I once interviewed more than a hundred CEOs, including those at many Fortune 500 companies, to ghostwrite a book Leadership Secrets of the World’s Most Successful CEOs (Dearborn). Without exception, they were all plain-speaking men and women, using direct, straightforward, conversational language in their written and oral communication - even those in computers and IT.

The world’s most respected writing authorities all agree that good writing is clear, simple, and direct.

“Clutter is the disease of American writing,” writes William Zinsser in On Writing Well (HarperCollins). “We are a society strangling in unnecessary words, circular constructions, pompous frills, and meaningless jargon.”

And what about my claim that good writing is “conversational”?

“You can’t actually write the way you talk,” writes Rudolph Flesch in The Art of Readable Writing (Harper & Row). “You can, however, put a reasonable facsimile of your ordinary talking self on paper. You can purposely put into your writing certain things that will make it sound like talk.” (He cites contractions as one example.)

One other point: as a chemical engineer myself, I have been writing copy aimed at engineers, scientists, mathematicians, systems analysts, and other “techies” for 34 years. And in all that time, I’ve never been told that the simple, plain English copy I wrote was "too easy to read."

Of course, you can always test my claim that plain English outpulls “high falutin” language for yourself. Here’s how....

The next time a marketing manager says of your conversational copy, "It’s not professional enough,” offer to do a split test: your version against his.

Then you’ll know definitely what works best for your audience ... rather than relying on his (or yours, or my) opinion.

(RG, a colleague, did this with a direct mail package aimed at executives, and his conversational version beat the “professional package” 3 to 1.)

Make sense? Of course. Doing an A/B split test always does, right?


Bob Bly

P.S. For more information on how to write clear, conversational copy, visit:

Bob Bly
Copywriter / Consultant
590 Delcina Drive
River Vale, NJ 07675
Phone 201-505-9451
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Until next time,
dream big dreams,
read widely,
think well of your fellow man,
eat food that is good for you
and do the important things
that make a difference -
they are rarely the urgent ones!


How To Live The Healthiest Life
How To Live The Healthiest Life

Tom Grimshaw creates software, healthy snacks and
is also an optimum wellness researcher/writer who
enjoys bringing you the oldest and newest tips to
improve each of your 12 pillars of Optimal Health.

Check out the special report he has compiled here
How to Live The Healthiest Life

Most of the content herein has been copied from someone else. Especially the images. My goodness some people are talented at creating aesthetics! The small bits that are of my creation are copyright 2013 by Tom Grimshaw - ALL RIGHTS RESERVED.
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