2005 - 11-21-05

First up, Carl has credibility by
association because he sold out to Coca-Cola. However, that
was 27-years ago. By implication though, if Coke bought the
original product, you've got to assume it was
state-of-the-art. A wonderful product. After all, Coca-Cola
is not a mom-and-pop business. This new product then must be
absolutely first-rate. But I don't say any of this outright.
I simply IMPLY it so vividly they cannot help but picture
the truth of it in their own mind. I've seduced the reader
ever so delicately and let him form the logical connection
in his own mind. This is FAR more powerful than me saying it
directly.

One of the reasons Carl
was able to create this amazing new filter is,
he owns the world distribution rights to
something called "sorbent media"... which... it
turns out... is very likely to be the best water
filtration material on this planet. One of the
reasons is, it has a "pore size" of only two
microns (many water filters have a pore size of
50 to 100 microns) which means that a much
higher percentage of the toxic "bad guys" can't
get through the filter.

Another "reason why". Critical when
you're attempting to write powerful copy.

Plus, this material is so thin, if you would unravel the amount of
it compressed into this tiny, new,
super-effective filter...

It Would Cover A Surface Area

Of 15,000 Square Feet!

What an impressive number! A true
"WOW!" factor! Keeps them riveted to my ad. They've gone
from being interested... to being absolutely fascinated.

This filter also has
ionic properties... which means... it has the
ability to chemically bond to volatile organic
compounds often found in polluted water. In
other words, it just reaches out and grabs them
(they're another breed of disgusting "toxic
villains") and holds them to the surface of the
filter.