Each contractual copywriter should take the steps listed below when creating sales letters or pages so as not to unknowingly support scammers or become one. I. Validate the Legitimacy and Reputation of the Client's Business Contractor copywriters must always validate the legitimacy of the client's business and the real benefits of the products or services before developing a sales page or letter for selling the products or services. This is also true even if you won't be granted with a byline for the sales page or letter because you might advertise or market your contractual copywriting services to other prospects by unknowingly using the same newsletters or pages you created for these scammers. It is the exception rather than the rule for high value products or services to sell less than low value products and services advertised and marketed via better sales pages or letters among other effective advertising and marketing strategies. One reason for this is because most businesses with the purpose of selling low value products and services to unsuspecting target markets through claims of non-existent benefits and thereby illegitimate advertising or marketing methods will be tempted to take the road towards being scammers. Why? Real business opportunities are those that can be monetized either by supplying products and services to satisfy existing demands, or by developing new products or services to create new demands. Most businesses intending to offer low value products and services to partially or seemingly satisfy existing demands will initially need to launch gray hat advertising and marketing campaigns for sales generation. Most often than not, these gray hat advertising and marketing campaigns for selling low value products and services yield very small sales thereby forcing such businesses to use black hat advertising and marketing tactics especially when capital has been reduced to dangerously low proportions. Lost capital needs to be gained back by these businesses after being rejected by the target markets and various organizations monitoring black hat advertising and marketing tactics to improve and expand the current business or entirely start anew under a different business name. Demands for regaining capital loss come from such businesses, and with this is a need to supply their demands for quick capital generation campaigns. They then feed their demands by supplying different demands of the largest markets again with low value or even non-existent products and services but this time with the intent of preventing capital loss for the 2nd time around. One of the only few means of preventing capital loss with such an initial business model would be to offer the same low value products and services under the new business name, run with the money, setup a new business under a new name yet with still the same business principles, again run with the money, setup another business under a new business name along with the same business principles, and repeat this process over and over again. II. Know The Actual Benefits Offered By the Products and Services of the Client High value sales letters or pages developed for effectively marketed and advertised products or services do not necessarily mean substantial conversions for any business. Why? All markets need products and services that can satisfy their existing demands or even provide high value benefits to satisfy newly created demands. This means products and services with high value benefits sell more than those with low value quality regardless if these were effectively marketed through professionally written sales pages or letters and other legitimate offline or online marketing and advertising methods. Product manufacturers and service providers should always accurately identify the perpetually changing demands of their growing target markets. This can help them improve or even develop new products and services suitable for satisfying their existing and newly created demands. The most suitable advertising and marketing methods for these high value products and services can be accurately identified after existing and new demands of the target markets have been determined. If low value products and services were developed for providing 2nd-rate options to the target markets, then the most effective methods for advertising and marketing the low value products and services were inaccurately identified. This means these low value products will be advertised and marketed via inefficient methods because the most suitable marketing and advertising ways to sell the low value products or services were inaccurately identified. This also means sales pages and letters developed to market these low value products and services are not written in a manner that can accurately inform the target markets about the exact benefits they can get from purchasing these products and services. Sales pages and letters claiming non-existent benefits of these low value products and services will entirely eliminate the already low marketability of these products or services. Why? Buyers will talk about the heavily advertised non-existent benefits of these low value products and services as soon as they realize it. The reputation of the service provider or product manufacturer and even the copywriter will be tainted to a certain extent that it will make it difficult for them to correct the problem by improving their existing products or services based on the existing demands of their target markets or even developing new products and services with high value under the same name. It will be sensible for these service providers and product manufacturers to run a business with a new name. Perhaps they'll start offering high value products or services, but since this will make them use more time and money just to cover the same resources they lost on their previous business and subsequently setup a new business offering high value services and products, most choose to become professional scammers. After all, they just need to: •start offering low value services or products; •advertise it by claiming non-existent benefits; •market it through sales pages or letters mentioning false benefits along with other methods necessary for their target markets to easily purchase the products and services; •run with the money; and •start all over again with a new business name, a slightly restructured scam model, and the same low value products and services under a new brand name. III. Know the Businesses that Matter The businesses that matter are those that always aim for high brand loyalty by offering useful products and services to their target markets since it will be easier to build brand loyalty with high value products and services than low value ones. Besides, brand loyalty building campaigns will pay off in the long run and will also be more cost-effective as well as profitable for the long term.