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It will be ordinary income.However if you properly report - that income would not be subject to self-employment tax - only income tax on the gain realized from selling self-created intangible assets.
That would not be correct interpretation.When you are selling a BUSINESS - that is a sale of assets that are included into your business.So whether the gain is treated as ordinary income or as a long term capital gain - is determined separately for each asset.
Thus - your business includes a real estate building - the gain realized on THAT asset will be long term capital gain - assuming the building was owned more than a year.
In your situation - you are selling the book of business - and that is section 197 intangible asset.
Thus - if that asset was purchased, held more than a year and amortized - in this case the gain (above the amortization recapture) is treated as long term,
However - if that is a self-created intangible which was created in the course of your business operations - such gain is ordinary income.
HOWEVER - the tax treatment will be different if you organize your business as a corporation and simply sell shares of that corporation.
If you have a different information based on your own research - please provide and I will verify.