Breaking down the S-Capsules Scam

How the con artists behind these "miracle weight loss pills" play on emotion and logic to steal your money. https://t.co/YRwunXMdke

S-Capsules are a "fat loss pill"

Selling these online should be illegal and the people behind it should be in prison.

In this thread I'm breaking down how they're doing it.

I transform tired, busy, overweight dads into lean & energised champions for their families using my 20 Minute Muscle system and 10:1 nutrition protocol.

Rob - Fat Loss for Busy Dads

Entity Service top level domain, every item that is in Entity Service should be in this domain

Entities [Entity Service]

Services

Brand

Facebook

Unified Twitter Taxonomy

Social media

for individual and types of technology, e.g., food technology, 3D printing

Technology

So I noticed this ad on twitter which caught my eye:

It uses imagery well to stand out on the timeline alongside words that play on emotion:

"my ex's face lit up" 

"I accomplished the unimaginable"

"183 lbs to a stunning 154 lbs"

"Game-Changing remedy finally been found" https://t.co/QPNCVEzKs0

It's all classic sales copy drawing inspiration from the great sales letter copywriters like John Caples and Gary Halbert.

One is reminded of this... https://t.co/3CLAbi6pCX

TV Shows

Budding entrepreneurs get three minutes to pitch their business ideas to five multi-millionaires who are willing to invest their own cash, time and expertise to kick-start the business. After the pitch the Dragons have the opportunity to ask questions about the venture. The entrepreneurs don't always have to answer, but of course, what they choose not to address could very well affect the outcome. The pitch is over when each of the Dragons has declared, "I'm out", or when they secure the full investment that they are asking for. Evan Davis presents.

Dragons' Den

Categories within Brand Verticals that narrow down the scope of Brands

Business Taxonomy

Brands, companies, advertisers and every non-person handle with the profit intent related to movies, music, television, franchises, venues, theme parks, toys, tourism, hotels

Entertainment & Leisure Business

Television

Competition shows

Other competition

Dragon's Den

For global/conceptual TV shows without localization.

Global TV Show

When you click the ad, you end up here on a "news story" about a "miracle weight loss pill" that was shown on Dragons Den by someone called Isabelle Thorpe.

Except this never happened. https://t.co/8CxC5ap4Ve

Brands, companies, advertisers and every non-person handle with the profit intent related to Banks, Credit cards, Insurance, Investments, Stocks 

Financial Services Business

Top level interests and hobbies groupings, like Food or Travel

Interests and Hobbies Vertical

Business & finance

A grouping of interests and hobbies entities, like Novelty Food or Destinations

Interests and Hobbies Category

Investors and patents

"Isabelle Thorpe" is a made up person and the woman shown in the picture is called Polly Gotschi and she was actually pitching a makeup product to the investors.

The picture has been photoshopped, too. https://t.co/UTgTKaaXiG

Notice how the scammers also added the "Mail online" banner to the top of their crappy website to fool people into thinking they're on the Daily Mail website.

Scroll further down and you'll see lots of images like these ones of celebrities with made up quotes. 

It's all fake.

Some of the "before and afters" are even in the wrong order - showing the person after they gained weight, rather than before they lost it. https://t.co/ZVNjhfBSWK

Brands, companies, advertisers and every non-person handle with the profit intent focused on selling multiple brands such as supermarkets, stores, resellers, delivery apps

Retail Business

Eventually you reach the call to action to buy the "S-Capsules" 

Oh look, I'm even getting a 40% discount! 

Lucky me!

Instructions that I must take them every morning also noted. Better order as many as possible! https://t.co/997aNYpGYq

Before proceeding I also noticed the rave "reviews" the product is getting.

Are these genuine?

What do you think are the chances? https://t.co/Uc3qgOIZSo

Dubious, I turn to Trustpilot...

AHA! This is more like it: https://t.co/U5h6ddNaRX

Despite all the 1 star reviews, you will also find plenty of 5 star reviews...

Easy to fake, obviously. https://t.co/TMnZBsnL0b

Brands, companies, advertisers and every non-person handle with the profit intent and related to foods & beverages such as snacks, soft drinks, beers.

Food & Beverage Business

Food

Dieting

Anyway, back to the scam website.

I go to the next step....

Before they'll take my money, they surprisingly have a quiz for me!

They ask questions about my diet, exercise and water intake to make this feel more legit and like they care about my health. https://t.co/F7q5vH9MRb

I filled this out a few times with different answers.

Guess what?

It made NO difference! 

They still recommend I buy the pills (quel surprise)

Before the quiz ends I'm asked my current weight and target weight.

I decide to mess with them.

I put in the minimum weight possible and the maximum height.

Even if I weigh 6 stone (84 lbs) at 7 feet, they still recommend the pills!

Oh and I'm under 18! Makes no difference. https://t.co/LapUZOF6hM

I get this stupid forecast of when I could expect to lose less than 1 lb by.

They do this to make it feel more "real" and feel like you're buying a result, not just a pill. https://t.co/BszqCvXwDr

The following body parts will be "particularly toned!" https://t.co/vlU2um0q1D

Oh, look, a special offer for 3 packs, just for me.

Should be necessary to go from 6.1 stone to 6.0 stone. https://t.co/0Qtimp1Sut

I didn't go through and give them my card details.

I'm not going to give these people any more money.

Clearly they will actually send you some pills. Who knows what they are.

At best, they're harmless.

At worst... well you can guess. https://t.co/rr6tIPGQPH

When looking through the truspilot reviews you can see many examples where people have angrily asked for their money back, only to be told they're outside the 14 day money back period (the minimum that has to be provided).

What a scam! https://t.co/Zqk0e5Iz8a

Anyone else have an experience like this? Let us know below.

RT this thread to spread awareness and follow me if you want to learn how to ACTUALLY lose fat (no hacks I'm afraid) https://t.co/B8GW2cejzC

This ebook contains 21 high protein recipes with full instructions, calories and macros. This will give you plenty of meals for your rotation so you no longer have to think about what to eat. The focus here is on meals that are quick and easy to prepare - perfect for busy dads!

21 High Protein Meal Ideas for Busy Dads

P.S. Fat loss needs to be nutrition led. You need protein, nutritious filling foods and a calorie deficit.

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