2005 - 11-21-05

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.

It's Because Chlorine Is Poison!

That's why most U.S.
citizens have fewer cavities in their teeth
these days: It's because the chlorine in our
drinking water kills those little organic
microbes that eat away at the enamel on our
teeth. However, using a poison like chlorine to
kill the "bad guy" microbes is sort of like
undergoing chemotherapy when you have cancer. In
other words, not only do the cancer cells get
zapped; many of your non-cancerous cells also
get zapped... and often... your hair falls out,
you get extremely tired and your zest for life
is considerably diminished.

I'm posing even more problems. Awesome
problems. My reader's internal state feels like shit now. By
now he's wondering if there's any hope for him. He's
mentally dying for a solution.

Speaking of cancer, there
are five different articles in certified
publications from the EPA, Massachusetts General
Hospital, University of Alabama, University of
Georgia, and the University of Florida that all
prove...