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Only A Measly 1% Of All The Water

On This Planet Is Easily Accessible To
Mankind!

And, much of that water
is so polluted it is killing thousands upon
thousands of people every day... plus...
it is making millions of us horribly sick.

That truly sucks, doesn't it? Now I'm upsetting the readers. I'm
illuminating a situation which is getting worse and worse
and worse... and... I've got them worrying about their OWN
health.

Do you own a house? If
so, go down into your basement with a hacksaw
and cut off about an inch of one of your…

You mean the reader is drinking
rodent feces? That truly sucks, doesn't it? I've made this problem real to
everybody with the question "Do you own a house?" Who the
heck doesn't own a home, or live in a home, right? So this
is everybody... and... with total precision, I have
described the toxic scum the readers…

Think about what this
means: Even if the city where you live does a
perfect job (it doesn't; it doesn't even come
close) of purifying your water supply...

Your Water, After Traveling Through Several
Miles Of Pipes,

Is Still Likely To Have Lots Of Horrible
Stuff In It

When It Comes Out Of Your Faucet!

I'm restating the same message as
above... but... from a different angle. I'm building
different pictures in the prospect's mind. This heightens
the emotional intensity in the prospect.

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…

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…

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…

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…

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…

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…

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…

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…

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…

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!

I'm establishing context here. I'm
whetting the prospect's appetite with such huge numbers.
This will pay enormous dividends later when I introduce the
investment opportunity.

Plus, it backs up my earlier claim about the
potential of billions in sales with this invention.

But, there's a couple of
problems with bottled water: (1) First, there
are about 350 different brands and not all of
them are selling good water. Some of it is as
bad as plain old ordinary tap water. Some of it
is worse. In fact, some of it is ordinary tap water. What a racket: Fill a
plastic bottle…

For example, in Miami
Beach at a local convenience store, an 11-ounce
bottle of Perrier sells for $1.40. If you bother
to do the math, you'll discover this works out
to $16.29 per gallon. Actually, because Miami
Beach is a resort area and Perrier is one of the
more costlier brands of bottled water, this per…