Not particularly hidden persuaders

While we're back on the Murdoch trail, readers have probably seen this story, in which the police have taken steps to keep Rebekah Brooks' personal assistant from fleeing the country. And of course this bit:

Ms Carter was also a beauty editor for The Sun and is a partner in a cosmetics business with former model and celebrity make-up artist Sue Moxley, and has also offered beauty tips on the website Thinkingslimmer.com.

That's putting it mildly - the website mostly exists to sell something called a "Slimpod" described as follows:

A Slimpod is a 10-minute recording of the voice of Trevor Silvester, creator of a technique known as WordWeaving which uses language in a special way to gently retune your unconscious mind to think differently about food and exercise and the way you feel about yourself. For many people it is having a remarkable effect on their eating habits and their confidence and self-esteem.

Why is the unconscious mind important? Because it is responsible for most of what you do and feel every day. Listening to a Slimpod works like a guidance mechanism, retuning your unconscious mind to change your habits....It’s a bit like retuning a TV so that it no longer picks up the fat channel because it’s tuned to “slim” TV.

A lot of money has been spent on discovering how to influence our unconscious – mainly by advertisers wanting you to buy things. Now Thinking Slimmer’s experts have taken their specialist knowledge of the science of unconscious persuasion and are using it for your benefit.

Rated by the Sun as a Top Weight Loss Trend for 2012, apparently. Fuck the unconscious, it's the cross-promotion that does it, to say nothing of the ferocious devotion to looking after your pals.

Thinkingslimmer.com's WHOIS record lists one Sandra Roycroft-Davis as its administrative contact, who is none other than Chris Roycroft-Davis's wife. Chris Roycroft-Davis? Who he? The former executive editor of the Sun, seen excelling in the aspirational job dismissal industry here, who also acted as its chief leader writer ('cos words of one syllabub take the cake) and David Cameron's speech writer, as well as being an editor of the Daily Diana Tits and a contributor to The Times's Thunderer column, and playing some part in the launch of Sky TV.

He's now available for media training, consultancies, and as an after-dinner speaker. No word on weddings or barmitzvahs, but if you're really unlucky he might be on the same bill as Smash It! That's if he's not editing his own wikipedia article. Someone who only ever edits his page, in a favourable sense, and uses the word "insuperior" to boot is still at it.

Chris, having been sued by the queen at least 3 times, being one of the co-owners of sky and being on first name terms with several prime ministers, has now settled down in Pinner with his family. Perhaps most notably his son, James, a notorious womanizer, much like his father, who prides himself to be a saracens-level rugby player who's rugby skill, until fairly recently, was insuperior to that of his 9 year old brother.

Meanwhile, who is this Silvester character? He turns out to be a former Metropolitan policeman according to his website.

We were Police Officers for many years before finding a fascinating new way of helping people. While trainers at the Metropolitan Police Training School in Hendon, we pioneered the use of NLP and hypnosis in a unit dedicated to improving the performance of students who were failing their training. Over a three year period we developed a learning system based on NLP principles that could guarantee an improvement of 10-30% with only two and a half hours of coaching. Simultaneously I (Trevor) was establishing a hypnotherapy clinic that I ran in the evenings and weekends – a busy three years!

Scroll down to the dog, it's worth it in a vomity sort of way. And what is it with News International and moonlighting coppers? Anyway, apparently Carole Caplin's phone was tapped, but in the light of all this one can only conclude they were after some kind of trade secret in the crystals-and-guff game, perhaps the patent formula for Peter Foster's famous slimming tea. That's cheap snark, of course, but it is telling that the Blair-Caplin-Foster pattern was closely mirrored among News International types.

End note: The company, Thinkingslimmer Ltd., changed its name from Jenstar UK Ltd in 2010. The trademarks are registered to this company, but Sandra Roycroft-Davis's Linkedin profile describes it as a "celebrity management" company.