2005 - 11-21-05

You mean the reader is drinking
rodent feces? That truly sucks, doesn't it? I've made this problem real to
everybody with the question "Do you own a house?" Who the
heck doesn't own a home, or live in a home, right? So this
is everybody... and... with total precision, I have
described the toxic scum the readers are going to find in
their water pipes. So now what I've done is illuminated why
each and every person in the civilized world has a water
supply which is incredibly toxic. I've told them why... when
it comes to water... everyone else is totally screwed. I
haven't pulled any punches. I've agitated the problem
superbly.

Think about what this
means: Even if the city where you live does a
perfect job (it doesn't; it doesn't even come
close) of purifying your water supply...

Your Water, After Traveling Through Several
Miles Of Pipes,

Is Still Likely To Have Lots Of Horrible
Stuff In It

When It Comes Out Of Your Faucet!

I'm restating the same message as
above... but... from a different angle. I'm building
different pictures in the prospect's mind. This heightens
the emotional intensity in the prospect.

But, very likely, your
city simply can't do a perfect job of
cleaning up your water supply. The problem is
just too overwhelming. So, what they do is, they dump chlorine in the water! Which, in a
way, is good... because... chlorine kills a lot
of those nasty, disease-causing bugs in the
water. But hey, you know why it is able to kill
all those bugs? It's very simple...

I'm reading the prospect's mind here.
He doesn't know it but I'm building up loads and loads of
rapport with him? Why, because I've entered his train of
thought. I've raised objections at the exact same time he
raised those same objections in his own mind. And I've
addressed those issues at the exact same time I've got him
thinking about them.