The publisher of a best-selling self-help book had, in some promotional material, claimed that it showed readers how to become exceptionally successful.
Conclusion (Thus)
The fact that the publisher knowingly made a false claim should not be considered unethical in this case.
Evidence
The publisher claimed that the book would "show readers how to become exceptionally successful", but everyone knows that no book can deliver that promise (which is inherently contradictory since only a few people can be exceptional).
Evaluate / Goal
It sounds like the author is thinking,