2005 - 11-21-05

A lot of you who made guesses said you
thought one of the secrets of the success of the water ad
was the fact I ran it in "IBD" and the readers of that
publication were extremely greedy. That is sorta true but it
is not precisely true.

What the readers of "Investors Business
Daily" want more than anything else is...

They Want An Edge!

They are looking for an "edge" which will
give them a leg up on the rest of the investment community.
They are struggling to be first to discover hot new facts
which will make their investments more profitable. You might
think the fact it is more precise to say those investors are
looking for an edge as opposed to simply being greedy is not
very important. You might think (erroneously) it's pretty
much the same thing. It is not. It is a subtle... but very,
very important... distinction.

So I started out with an enormous advantage.
I decided to run the ad in "IBD" and I knew the true deep
down secret of their readers.

Remember the real goal of the ad was to make
investors interested in investing in Seychelle Technologies.
The real goal of the ad was NOT to sell water bottles. But
the trick was to do this in a very Machiavellian way which
made those readers ravenous to invest in a company of whose
existence they were unaware until they got to the end of the
ad.

Now we're going to go over this ad piece by
piece and I'm going to allow you to see into my mind and
what I was thinking as I wrote every part of the ad.

(Note: My Comments in Blue)

WARNING: Do Not Read This

Unless You Are Already Rich!

Since this ad was placed in "IBD" there
isn't a reader of that publication who wouldn't be sucked in
so fast, it would put an advanced Hoover to shame. I believe
of all the headlines I have ever written, this is the most
impossible one to ignore. In fact, I honestly believe if
this headline were ran in ANY publication it would get
enormous readership.