Saturday, September 29, 2007

Is your copy killing your sales?

If so, then read below and sign up today!

This course will help you make a LOT of money.

She's number 1 in this area of expertise.

We know each other so I feel like I can be frank with you.
You know you could make more sales if your copy was
stronger. But you just can't seem to make yourself sit down
to do it, right? I know. It's a pretty common (and COSTLY)

Maybe you don't know where to start. Maybe you are a little
insecure about your writing ability. Maybe you hate
writing. Whatever the reason, you and I both know
copywriting is critical to your marketing success. There is
just no better way to clearly explain your value to a
willing prospect than with copy.

Let me ask you a question... what would it be like to take
a magic pill one day, and wake up a few days later with
your sales letter completely written and bringing in money
hand over fist?!

Well it's not truly a magic pill but it seems like it when
you invest in Lorrie Morgan-Ferrero's *Speed Copywriting
Workshop* course.

Never before has there been such a comprehensive,
step-by-step guide to getting your copy out of your head,
on to paper, and molded into the perfect model to reach

And for a fraction of what it would cost to hire a
copywriter. PLUS you get a blueprint for writing any type
of copy super FAST. You'll use this formula over and over
again, I promise.
It's time to get your sales copy out of your head and down
on paper in record time. No more pushing it to the back
burner. And best of all, no more losing money at an
alarming rate.
Let me see if I can help answer some questions you might

*Who is this training designed for?*
The *Speed Copywriting Workshop* course is for any type of
entrepreneur. If you are in a business and have creative
control over your marketing this course is for YOU. So far
people who have used this course span a broad range...

=> Graphic facilitator
=> Business storyteller
=> Attorney
=> Sales people
=> Marketing experts
=> Copywriters
=> Horse business owner
=> Life coach
=> Photographer
=> Spa owner
=> Speakers
=> Nutritional products distributor
=> Skin repair products distributor
=> Seminar promoter
=> Fighter pilot
=> Manufacturer
=> Fitness coach
=> Business coach
=> Spa owner
=> Real estate mogul
=> Massage therapist
=> Internet marketers

*I'm just going to hire a copywriter.*

A lot of people choose this route and it's a very valid
solution. But if I may play Devil's Advocate for a

You SHOULD hire a copywriter IF:
=> You have an extra $5,000-$15,000 lying around plus
royalties. Copywriting is the MOST EXPENSIVE skill to
=> This is the last sales letter you ever plan to write.
You won't need to replicate this skill if you never plan to
do it again;
=> You never plan to make future changes to your business.

You'll need to shell out more cash whenever you need an
Otherwise this course is a cheap investment in a lifelong
skill you will always need. Whether you write copy
yourself, pass it off to a member of your staff, or hire a
copywriter, at the end of the day YOU as the business owner
are the person responsible for the copy doing its job.

*What are the down and dirty details?*

You will not only get Lorrie's personalized system for
writing winning copy FAST, plus these special bonuses:
=> Step-by-step, replicatable blueprint for any kind of
=> All the tools you need to turn out your own professional
grade version of your first draft of sales copy
=> Laminated checklists
=> Deep target market questionnaire
=> Swipe files from top copywriters
=> Bonus DVDs
=> John Carlton's full day Hot Seat seminar (4 DVDs) - you
can't get these anywhere else!
=> Your own RED HOT CHICKEN (while supplies last)

*Is there a guarantee?*

Absolutely. When you purchase Lorrie's products, she
insists you leave a happy camper. You get a full 365 days
to play with and evaluate this course. If you're not 100%
satisfied, no big deal. Simply ship it back and you'll get
your investment returned (less shipping). You'll part

*Isn't this just like Lorrie's teleseminar Red Hot
Copywriting Bootcamp?*

Not really though the goals are similar. Both are about
getting good at writing copy, but the *Speed Copywriting
Workshop* course goes so much deeper. You get...

=> never before revealed tricks Lorrie has picked up in the
past few months from other top copywriters like Dan
Kennedy, Yanik Silver, John Carlton and Gary Halbert at
THEIR live events - ways to write WAY faster and pull more
money out of your copy (these have not been taught in the
=> to look over Lorrie's shoulder on the DVDs and watch how
she whips lame copy into amazing shape. It's as if you were
in the same room, learning at her feet. Very powerful
=> cutting-edge, replicatable copywriting techniques so
you get results MUCH faster (no one else has put together a
formula quite as easy to follow as Lorrie);
=> the underground knowledge of how to use specific words
to trigger a reliable chain reaction in your prospects (few
people know how to overlay this translate neurolinguistic
programming tricks into copy);
=> coaching in how to write follow up copy to support the
rest of the sales cycle (not just the sales letter, but
Lorrie also explains how to integrate other types of copy
to drive traffic to your website and keep your customers in
your funnel);
=> pull stories out of your head and onto paper to keep
your readers intrigued and glued to your copy (storytelling
is a surefire way to lower sales resistance and get into
your prospect's head);
=> and so much more!

*What is all the buzz I hear about the Red Hot Chicken?*

The Red Hot Chicken is actually a timer and is becoming
somewhat of a superstar. Copywriting legend Gene Schwartz
used to break up his writing in chunks of 33 minutes using
a timer. It's one of the secrets to writing quickly with
laser-focus. So Lorrie created a promotion with a goofy
(though effective) story around it.

Basically the story goes like this...a new breed was
discovered off of Hawaii (between Niihau and Kauai off the
Na Pali Coast) on a teeny tiny place called Quitsquawki'n
Island. They were named *chickenus timerus* or Red Hot
Chickens. They are an orderly, disciplined breed that
thrive best in the homes of successful entrepreneurs. And
Red Hot Copy was entrusted with finding suitable homes for
the Red Hot Chickens.

The promo is proof-positive that interesting copy and good
storytelling cuts through the clutter. She got requests for
the Chicken from as far away as Singapore, South Africa and
Belgium. One subscriber (who asked to remain anonymous
actually did a search on Google to find the island

Only those who own the *Speed Copywriting Workshop* are all
eligible to adopt a Chicken since they are entrepreneurs
proven to invest in themselves and their success. There is
no other way to get your claws on one of these Red Hot
Chicken timers. So don't let your copy go to the birds!
Sign up now!

Let me close with this...just figure out a way to make it
happen. There is no skill in your business that practically
writes checks for you!


Michael Murdock

P.S. Don't wait to reserve your copy of the *Speed
Copywriting Workshop* course!

"In the course of a lifetime - if you're lucky - you run
into a few great teachers and mentors. Lorrie
Morgan-Ferrero hits the mark in the copywriting arena.
Whether you're a novice or seasoned pro, the information
and guidance that Lorrie shares on copywriting and
marketing is not just invaluable, but extraordinarily
Phyllis Schwartz, Copywriter

Friday, September 28, 2007

The Quick Profits Guide To Co-Registration Leads...

The Quick Profits Guide To Co-Registration Leads...



"You are about to discover how to easily generate insane

amounts of money with e-mail marketing!

Open Up Your Own Pipeline To Profits & Generate All The Leads,

Traffic & Coveted High Converting Customers Your Website Can

Possibly Handle!"


"The Quick Profits Guide To Co-Registration Leads" Is The

Defacto Hands-On Guide For Using Co-Reg Leads & Email

Marketing Tactics To Make A Ton Of Money With Online


Have you ever considered using e-mail marketing to generate

maximum sales from your online business? But... do you also

share the very common belief with thousands of others, that

e-mail marketing is too difficult, too risky, and too



Or worse yet, have you already tried e-mail marketing and it

turned out to be nothing but a huge, very costly failure? Even

if your answer was yes to all three questions, things can

change for the better, and they're about to - so stay with me!

We ALL share the same goal of wanting to make more money with

our online businesses, but all too often we all seem to run

into brick walls before we actually reach the incredible

financial success we all deserve & desire.


What if I told you that e-mail marketing truly does hold the

key to generating huge profits?

Right about now you may be thinking, "Oh SURE, that's what

everyone says but you really believe that e-mail marketing is

just a fancy way to describe SPAM".

You CAN MAKE HUGE PROFITS by using e-mail marketing and I can

teach you exactly how to do it.

"The Quick Profits Guide To Co-Registration Leads" is an

in-depth course that reveals the secrets to getting your hands

on large numbers of e-mail addresses for people WHO REALLY



These kinds of leads allow you to make the most of your time

and effort by communicating only with people who have already

indicated that they are interested in your business.

Wait a minute, you say... I already have a system in place

that allows customers and web site visitors to sign up for

e-mail information and special discounts.


That's great, and exactly what you should be doing -- but it's

only the first step to making money through e-mail marketing!
If you want to soar to the highest levels of wealth you MUST

expand your e-mail lists and put together organized, specific

e-mail marketing campaigns to build profitable relationships

with the people on your mailing list

The truth is that you CANNOT build a big enough list and

CANNOT execute logical, organized e-mail marketing campaigns

by solely relying on a sign-up process on your website.

The BEST way to generate large amounts of money is to

continuously add to and communicate with your e-mail list in

the easiest and most profitable manner.

And the BEST way to get that continuous input to your list is

to use co-registration leads.

Co-registration leads are your ticket to cold, hard cash in

your pocket!


And, the good news is...
Everything You Need To Know About Using Co-Registration Leads

To Make More Money Is Contained Inside This Outstanding Course!

What exactly are co-registration leads?

They are e-mail addresses of people who have signed up to get

more information about your products or services as part of

the sign up or purchase process at another web site or through

another company.


These are the most valuable leads you can ever get your hands

on! This step-by-step course shows you exactly how to find

these incredibly valuable leads and how to make the best use

of them with logical, effective e-mail communications.

Are you ready to learn precisely how truly easy it can be to

make huge amounts of money?


Then you're ready for "The Quick Profits Guide To

Co-Registration Leads" course!

You may have never heard of co-registration leads before, but

I promise that by the time you finish this course you will be

an expert at finding them, using them, and depositing the huge

profits they generate into your bank account.

Before this course came along, people just like you were using

these techniques to get rich but they had to learn those

techniques through trial and error - a very risky and

difficult way to achieve success.

You don't have to follow that same difficult road; why would

you want to when this simple course is so easy to understand

and use?


"The Quick Profits Guide To Co-Registration Leads" Contains

The Step By Step Guidance That Will Change Your Life!

Inside this amazing course you will find a complete collection

of information you need to use co-registration leads to make

money, such as:

Understanding what co-registration leads are...

Selecting the best co-registration lead provider...

The most common mistake you can make and how to avoid it...

How an e-course can transform your marketing success...

The most important steps to avoid being labeled as a


This is just a sampling of the critical information NOBODY ELSE CAN PROVIDE!

Only "The Quick Profits Guide To Co-Registration Leads"

contains EVERYTHING you need to get started, keep going, and

make huge profits!


Other guides might promise to teach you about using

co-registration leads, but they simply cannot deliver on that

promise in the same way that "The Quick Profits Guide To

Co-Registration Leads" has been tested and proven to deliver.

In other words, their promises are very often misleading and


Do you want to know the real truth?

Do you want to learn where, when, and how to use

co-registration leads to make huge profits?

At this point, you may be asking yourself this very important question:

Can Someone Like Me Really Earn Huge Profits Online?
The answer is Absolutely, Positively, Completely, YES!

Before you do anything, though, there are a few very important

things you MUST understand:

This is NOT a get rich quick scheme and this is NOT a pie in

the sky method that leads you to believe all you have to do is

spend your days sitting on the couch doing nothing.

There is no such thing as an effortless way to make huge

profits online, so expect to put some time and effort into

this process. You have to do your share. It's not hard, and

it's not out of your reach, but it does require your

participation. ==>>

The truth is that with the right information and the right

guidance you can make HUGE PROFITS using co-registration leads

to market and promote your online business.

Are you ready to achieve immense financial success?

Are you ready to focus your energy on the easy process of

achieving that success? ==>>

Then I'm ready to show you step by step exactly how to get

there. It's easy, it's interesting, and it's a lot of fun to

see just how quickly you can start making lots of money.

Let's not waste another moment - get started getting you

richer right away!

Here's just some of what you're going to learn...

Build Your List Rapidly - Using co-registration leads allows

you to build your e-mail list rapidly, and you can be

confident that the names you add are actually interested in

hearing from you

The Relationship - The relationship you have with customers

and potential customers is perhaps the most critical factor to

your success so it's vital to understand just how to build and

strengthen those relationships

Select The Right Provider - Do you need a full service

provider who can handle the e-course and ongoing e-mail

communications for you? Or do you plan to do those things

yourself and all you need the list alone?

The All-Important First Impression - The initial mailing is

the most important, so learn exactly how to do it correctly

and effectively. ==>>

The E-Course - This is a tested and proven strategy for

building relationships and encouraging repeat business. Find

out what a great e-course looks like so you can start making

the most of those relationships right away.

The Importance Of Extra Value - Everyone likes to feel

they're getting their money's worth and then some, so find out

just how to do this on a mass scale while maintaining a

personal touch.

So they think you're a spammer- The absolute, most certain

and immediate "kiss of death" for any e-mail marketing program

is to be mistakenly identified as a spammer. Learn how to

avoid this kind of mistaken identity and keep your marketing



I'm sure you can now easily see the huge profits to be made

using co-registration leads to market your online business

website. Are you ready to take the easy steps necessary to

make that kind of money for yourself??

The Quick Profits Guide To Co-Registration Leads is jam packed

full of the kind of priceless information you have only

dreamed of obtaining, so you can start building your huge

fortune right now!


Everything you need to know is in this incredible course, all

laid out for you in a logical, easy to follow series of steps

so you simply cannot fail.

Don't you deserve to get rich?

Don't you deserve to live the life of a successful online

business owner?

Of course you do!

You probably expect that "The Quick Profits Guide To

Co-Registration Leads" is going to have to be enormously

expensive... but this is one area where I'm happy to say we

don't even come close to fulfilling your expectations... *big


Those who know me already know by now, that I always strive to

provide extreme value in every offer that I put together and

this time is no different.

While this course could easily be structured as a $2000.00

weekend seminar, I'm not going to go that route.

In fact, if you are decisive and take action today you are

going to get the entire The Quick Profits Guide To

Co-Registration Leads course & MASTER RESELLER RIGHTS for the

incredibly cheap price of just $7.97! (normally $67)

Your resell rights come with a complete website salesletter,

and professional graphics for you to promote the "The Quick

Profits Guide To Co-Registration Leads" course with.

You'll have your own product that you can sell to YOUR

customers and keep all the profits! There is no additional

charge for the resell rights. It's included in your one time

payment of just $7.97 !

To purchase right now and download this entire package, just

click the link below:


To your success,

Michael Murdock

Tuesday, September 25, 2007

Re: Review of Affiliate Cash Secrets

From the computer desk of Michael Murdock
Re: Review of Affiliate Cash Secrets

When I first heard about Affiliate Cash Secrets, I actually laughed at the title.

“Oh no”, I thought, “another how-to-make-money program aimed at unsuspected newbies...I bet it’s going to be another fluff-filled report without any real, actionable information.”

I became even more suspicious when I read the product's sales letter. It makes some pretty big claims, and I really didn't expect the product to deliver on any of them…


I'm ready to admit that my initial negative perceptions were misplaced. Yes, I bought the product. I downloaded it, opened it up, started reading...and was absolutely blown away!

I've never seen anything that goes into so much step-by-step, do this then do that, detail.

And the thing is, the report can help not just newbies, but intermediate level marketers as well. It’s very rare that I can recommend a product as being a good buy for the majority of people, but in this instance I'm willing to go out on a limb and say that Affiliate Cash Secrets is an excellent investment for nearly anyone who wants to make money with their own internet business.

You can also learn a lot about the core principles of affiliate marketing here. Probably one of the biggest secrets I picked up is how to build an opt-in list and I've never really understood how to go about it – until now.

Oh, and there's another thing here that newbies can really appreciate:
How to design squeeze pages.

That's something you don't see any one cover on the nuts n' bolts level, but Affiliate Cash Secrets actually gives you a complete squeeze page system with templates and brandable reports that you can give away to your subscribers.

Is there anything I DON'T like about this product?

Well, maybe one or two things. The first being that I didn't come up with this product myself and the second being that it’s in PDF format.

The only reason I'm complaining about the PDF format is because Affiliate Cash Secrets isn't exactly a 'short report'. It’s literally a book-length manuscript with tons of screen shots and how-tos. You pretty much have to print it out in order to follow along. I went through two ink cartridges printing it out myself.

That said, I should also tell you that Affiliate Cash Secrets isn't a “make money in 15 minutes from now” deal either. This information works, but you do have to learn, first, and you've got to put this stuff into action. It might take you a might even take you a month. If you want to make real money, then its worth whatever amount of time you have to invest, though.

So, if you're looking for an ultimate money-making blueprint, you need to check out Affiliate Cash Secrets. It really does deliver on what it promises. It’s priced fairly, too.

Oh, and I forgot to mention there is a Quick Start Guide with screen shots and tutorials to help you get started right away.

Verdict: Highly recommended. And don't forget to buy extra printer paper.

Here’s the link:

To your success!

Michael Murdock

Build YOUR List with Giveaways

Build YOUR List with Giveaways

Have you wondered about one of the easiest ways to build a list
of loyal subscribers? Besides providing valuable material to them in an ongoing, non-intrusive fashion...

Let me provide you a couple of examples:

1. Myself: I've built a list purely from collecting business cards and sending out opt-in mailers. It was productive, but gosh what a ton of work, I wish someone would have shown me a better way.

2. My Wife: - She's amazing at networking and getting people excited. She just passes out her cards and then people come and join. Sort of like the Pied Piper, only female, and the end result is she has a ton of subscribers...and a sore wrist from flicking out cards, hurting feet from the networking event...once again a TON of work.

3. Derrick Van Dyke: Derrick picked up 1,012 new leads in 13 days in the "15 days of summer" giveaway just last month. He describes that in THIS report! He's someone who I find to be credible, he shows you the easy way of doing things and he's highly intelligent. He likes things simple and allows you to move quickly to success. We were speaking yesterday about this offering and I was just excited to know I was going to be a part of it. Read on:

Also, if you want to re-sell this report, man do I have news for you..

Derrick Van Dyke and I have worked the resale on this and he test marketed it yesterday. If you buy giveaway secrets for the following LOW price levels, look what happens:

AFFILIATES: For only $7 you can get:

100% Profit sent straight to your PayPal account, if you resell this with the supplied link that you make. 100%!! into your account, right away. NO middleman!

(Pick the $7 option)


Build a profitable customer list in addition to the above with our built-in affiliate program... easier than pie

(Pick the $17 option)


Brand Your Report with YOUR links in addition to the above

(Pick the $27 option)

Here's the very interesting and potentially *very* profitable *secrets* that you've never seen before...with options
2 and 3:

This system includes a built-in affiliate program. So you can get other people to promote your site and the money goes straight into their PayPal account.

And unlike the typical $7 scripts that many people use to build a customer list, this new technology is...

=> 100% compliant with PayPal's terms of service!

Get it! Brand it! Build a customer list and profit!

And it gets even better because...

You don't even have to edit ANY HTML files!

Just edit ONE little configuration file in WORDPAD or any other TEXT editor, upload the files and you're done.

It's NEVER been this simple to build a customer list and profit from other people's efforts.

Here's the download link:

To YOUR success,


Wednesday, September 19, 2007

Fine Custom Furniture - Michael Sean

When was the last time you purchased a great looking piece of furniture that really spoke to who you are?Probably never. Well now you can and be proud of it. Michael Sean has been putting his pen to paper and designing some of the hottest custom furniture for everyone.

He's part of the San Francisco Bay Area business community and has numerous people who seek his work from all over the world.

Michael says "For me, inspiration can be found in the simplest places. Shape, form and attention to detail have always consumed my life in painting, marble sculpture, architecture and now fine furniture.

Conceptually, furniture like architecture, is about evoking feeling and emotion in the space we live and work daily."

Michael is an accomplished fine artist and a master in shape, form and balance. His designs are simplistic, emphasizing sculptural quality and fineness of materials. As an independent artisan, he offers an unsurpassed degree of flexibility and attention to detail.

Michael works in Metal, Wood, & Glass when he does his designs. Quite amazing and really need to be seen to be appreciated.

See them at and appreciate the beauty, elegance, and flow of these amazing designs.

Once you have looked over his work, give him a call and set up an appointment to have your own custom piece designed. It's an experience you'll cherish and the results will be nothing short of amazing.

Michael Sean - Perfection in Metal, Wood & Glass
Phone: 1-888-358-3105

BlogRush - Have you signed up yet?

Did you get yours?

Sign up today!


DocMurdock - September 2007 Newsletter

It's September,

Time for another edition of our newsletter. As we move more towards being an information resource for clients we wanted to catch you up on the goings on out on the net. What's new, what's exciting, and what you may want to be doing to get your website out there in front of many people.

Page Design -

I have been speaking with clients about web page design since the web was first launched. It's always been about what makes a visitor feel not only comfortable when they visit your site, but also what gets them in the mood to purchase.

It's good to consult with some trend experts when trying to decide what colors are good for your website, where potential triggers should be laid out to entice people to look and stay. Maybe you want to insert a Poll to ask questions about what people want to see on your site, or maybe you just want to ask an opinion about a particular matter in the news. Something to engage the visitors is a beautiful thing.

Another item to consider when doing web site design is what is the purpose of the site? Is it to inform, or do you wish to display and promote a single product. If you wish to display a single product, you're going to want to know about our next topic below and that's "Landing Pages".

Finding the proper mix of elements on a page is the job of a number of people out on the web. One of my favorites is a company called Marketing Sherpa. Why? because they wrote what is considered to be the bible on landing pages. What's a landing page you're now asking and before I go any further, let me explain. Have you ever opened up a webpage, click on a link and run into something that looks like this? (right click the link below and select "Open in New Window or New Tab)

What you'll see is a landing page. This has something to offer, it tells you a little bit about what it does, it also offers you a chance to sign up to receive more information about it. This is also what's sometimes known as a squeeze page. Under other circumstances this page might offer you to sign up, but when you do, it'd send you to another page trying to squeeze some money out of your pockets.

A landing page generally shows a picture of the product, talks about 3 or so benefits of the product and offers you a chance to purchase it, or sign up to hear more about it. At the site above you'll notice there's a picture of the product (in this case it's a newsletter), it's free and it lists a few of the benefits of downloading the free report. What it does not clue you into is that there's a bigger package that you can get and resell which can create a steady income for you on the web with a simple 3-5 page website and even using paypal as a merchant processor.

What's a merchant processor? Why don't we cover that in another newsletter.

I like to make these brief so that I don't abuse your time. If you have a request for a newsletter subject, please send me an email to and let me know what you'd like to see.

Thanks for taking time out to read this, tell all of your friends to sign up for our upcoming newsletter at our site: where they can download a copy of our eBook which is chock full of resources for creating a presence on the Internet.

We look forward to hearing from you soon.

To your success,

Tuesday, September 18, 2007

Friday, September 14, 2007

Discover how to Instantly Increase Sales to ANY Website

..... Without Spending a Single Penny!

If you've ever tried to sell something online, you've
probably been frustrated at just how difficult it can be.

You do all you can to drive traffic to the site, send
out a ton of emails and the result.... Nothing!

If you're fed up with not getting any sales, discover
how you could instantly be generating more traffic,
signups and sales to any website at NO COST!

This amazing new software tool will allow you to
start getting more traffic to your site in 30 seconds flat!

By using it you'll discover:

* How to get up to 912% more clicks to ANY site you want
(the changes are instant as soon as you use the software!)

* How to get thousands more opt-in subscribers all begging
to join your list.

* How to stop your affiliate commissions being stolen from
under your nose! (You'll never lose another sale with this!)

* How you can actually get paid TWICE for each product
you are trying to promote!

As you can guess, a system this powerful is going to be worth
a great deal.

However, the creators are giving away a few copies for people
to test before they start charging up to $147 for it.

Act now and you can grab a copy at absolutely no charge using
the link below.

People all over the net are using this and are already getting
more traffic, more subscribers and tons more sales!

Secure your copy now before the price goes up, or someone
else claims your copy before you!

All the best,

P.S. Act now and they'll also show you how to get paid up to
$50 everytime someone clicks on one of your links!

Friday, September 07, 2007

SEO Giveaway

I've got some pretty exciting news for you today.

Although they might not know it yet, what's opening today
is going to have a huge effect on the search engines
and everybody who uses them.

What am I talking about?

It's a new project that I've become involved in that
goes by the rather innocuous name, the SEO Giveaway.

In reality, the impact of it could be amazing.

You see, Leon Klepfish has managed to talk some of the
biggest names in search engine optimization into giving
up their most secret guides, special reports, and software.

And all of this is available inside the SEO Giveaway
member's area.

But, nobody is allowed in unless they agree to one condition.

The condition is simple, but something that will eliminate
90% of the possible participants:

You have to use what you learn. Now.

If you aren't willing to read and use what you get inside,
then you're not allowed in.

That's the rule. Take it or leave it.