2005 - 11-21-05

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.

So, what's the answer?
Well, millions of Americans now have water
filtration devices in their homes... and... that
does solve part of the problem. However,
when Carl Palmer was doing his research, he
discovered 50% to 60% of all the water we drink
in our lifetime...

Is Water We Drink Away From Home!

I've just knocked out another
competitor: Water filtration systems. How? By telling the
reader the all important statistic the majority of the water
we drink is actually away from our own home. I figure at
this stage of the ad, the reader is thinking about filters.
But my copy slams them! I was reading their mind with the
precision of a Swiss watch.

It's no wonder the
bottled water industry is such a big business.
How big is it? I'm glad you asked. Just in the
United States alone, the annual sales volume of
bottled water... is more... than... 4.2
billion dollars!