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"Investors Business Daily" on the other hand
is a "skinny" publication which concentrates on nothing
except articles of interest to investors.

By the way, in almost every case a "skinny"
publication will always outpull a "fat" one. Take any big
city Sunday newspaper. They contain hundreds of pages and
dozens of sections. Whenever I get a Sunday paper, it takes…

By the way, just for your edification, if
you have an ad which relates to something financial and you
run it in the "Wall Street Journal" and then you run the
same ad in "Investors Business Daily"... I am going to bet
you that you will make at least 700% more profit from the
"IBD" ad than you did from…

A lot of you who made guesses said you
thought one of the secrets of the success of the water ad
was the fact I ran it in "IBD" and the readers of that
publication were extremely greedy. That is sorta true but it
is not precisely true.

What the readers of "Investors Business
Daily" want more than anything else is...

They Want An Edge!

They are looking for an "edge" which will
give them a leg up on the rest of the investment community.
They are struggling to be first to discover hot new facts
which will make their investments more profitable. You might
think the fact…

So I started out with an enormous advantage.
I decided to run the ad in "IBD" and I knew the true deep
down secret of their readers.

Remember the real goal of the ad was to make
investors interested in investing in Seychelle Technologies.
The real goal of the ad was NOT to sell water bottles. But
the trick was…

Now we're going to go over this ad piece by
piece and I'm going to allow you to see into my mind and
what I was thinking as I wrote every part of the ad.

(Note: My Comments in Blue)

WARNING: Do Not Read This

Unless You Are Already Rich!

Since this ad was placed in "IBD" there
isn't a reader of that publication who wouldn't be sucked in
so fast, it would put an advanced Hoover to shame. I believe
of all the headlines I have ever written, this is the most
impossible one to ignore. In fact, I honestly believe if…

If you would like to know
how someone can start with a simple idea... and
then... generate over $51,000,000 in sales in
just one year... this is going to be the
most interesting message you will ever read.

This is a staple opening for me. I use
it over and over because it's a reliable winner. What reader
of "IBD" would not want to know how to make $51,000,000 in
sales in just one year? I've already got them glued to my
message.

Here is why: There's a
guy in California named Carl Palmer who, until
recently, was very wealthy and very bored. He
got rich (the first time) by starting a company
in 1970 which he sold out to Coca-Cola just
three years later in 1973. As part of the deal,
he had to sign a "non-compete" agreement with…

After that five years
ended, he went back in business and built up
another company which was soon acquired by the
giant AMF Corporation. After that, Carl
developed Shaklee's reverse osmosis home water
filtration system... and... in the first
year... they did $51 million in sales with
that product.

Carl Palmer is now the "star" of this
story. He's somebody all the readers can identify with.
Somebody that "humanizes" this copy.

And so on.

You get the idea. What
this guy does is, he comes up with enormously
valuable inventions, starts a company to sell
those inventions... and soon... he goes nuts
with all the hassles of running…

But now, he has outdone
himself. Now, at the request of the Seychelle
Technologies, Inc., he has invented something
that is needed by every human being in the
world... and...

This Invention Is Almost

Certain To Generate Billions In Sales!

This is a HUGE attention getting
subhead. It begins to lead them on the "double
readership path".

Here's how he came up
with his latest invention. He's got a horse
ranch somewhere near Pomona, California and one
day he was out riding one of his horses...
and... he was bored to tears…

Yes, there is. It's
called water. It's tasteless, odorless,
colorless and calorie-free... but... it is vital to all life on earth. It
doesn't matter if you are a dog, a cat, a human
being, an elephant or a mere microbe, water is essential. And there is no substitute.
There are more than five billion people on…

Now we've got a logical hinge. After
all, what is the most precious commodity in the world?
Outside of air, it has to be water. What is the ONE thing
every single human being needs? It's water. This is logical.
This makes the prospect's mind say "YES!" I've got the
readers nodding their heads "YES!" early…

No water, no life.

But, so what? There's
more water on earth than there is earth, right?
Yes, that's true.

I'm countering a huge
objection/question in the mind of the prospect now. I'm
reading his mind and therefore building loads of rapport.

However, 97% of all that water
is sea water. And sea water, of course, is just
chock full of salt. Anyone who drinks only sea
water will soon die of thirst and dehydration as
that person's body tries desperately to flush
out all that excess salt. Of course, we humans
can use sea water... if... we remove the salt…

I'm stating a problem... and... I'm
also aggravating that problem.

Sea water is not a good
choice for agriculture or industry either. It
kills most crops and literally (and very
quickly) rusts out most machinery.

Yep, I've just illuminated another
problem.

In truth, only a mere 3%
of the world's water is fresh, not salty. But,
almost all of that fresh water is locked up in
glaciers and ice caps or is deep underground.
Which means...