2005 - 11-21-05

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...

Drinking Chlorinated Water

Increases Your Chances Of

Dying From Cancer By 44%!

Plus, it has all kinds of
other bad (horribly bad) effects on your
health.

Didn't you just love that bit about
chlorine? And isn't that analogy I drew about cancer and
chemo pure genius? I've got an image already popped up in
the prospect's mind of losing hair, losing weight, and
looking sickly from the chemo. Not a pretty sight. Brutal!

Not only that, I've introduced statistics!
But not just any stats.... reputable stats from the EPA and
reputable university. This is "gospel" now.

But wait! Don't go
getting angry at your municipal water company.
They are very likely doing the best job they can
considering the huge problems they are trying to
solve. Yes, it's true: Chlorine is bad for you.
But, the "bad guys" that would otherwise still
be alive in our water supply... if... it wasn't
chlorinated... is truly the stuff of
which nightmares are made.

When you start talking
about E-coli, omoebic cysts, cryptosporidium,
giordia and so on, you are talking about
"biological villains" that cause...

Health Problems You Don't Even Want To Know
About!

Big scientific technological
words that ooze creditability. I'm establishing myself as an
expert on this subject. Throughout this entire ad, I sound
like I am "THE" authority on this subject.

Again, chlorine is like
chemotherapy: It's the lesser of two evils. In
truth, any way you look at it, it's still a
terrible situation.

I'm answering the question that no
doubt the prospect has in his mind: "Why use chlorine?" This
is rather clever on my part. Why? Because I certainly do NOT
want the reader to get to the end of this ad with questions
left unanswered in his mind. That would massively cut
response.