2005 - 11-21-05

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.

Also what I'm doing with all these problems
I'm writing about is eliminating the competition. This is an
important click on the dial of a good copywriter. This pays
huge dividends later when you offer the solution. The effect
this is going to have in the mind of the prospect is that MY
solution is the ONLY solution.