Michael Cassman

LEGENDARY AD | The Water Ad – Gary Halbert

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Hi there.

Check out this astounding example of salesmanship from the late and great “Sir” Gary Halbert.

He’s a master storyteller and this ad has gone down in history as one of his greatest, it’s a sales letter that drags you in and won’t let you go.

It keeps you curious and rivetted as he paints the picture, introduces the pitch, and one by one takes down each opposing force that stands in the way of the prospect putting money on the table.

And his craftsmanship makes you love every second of it.

Among the elements at play in this letter are:

  • Making common things exclusive
  • Rubbing salt in wounds
  • Abundant hyperbole
  • By-the-way selling
  • POWER words
  • “Secret” knowledge
  • And so much more…

It’s always a treat to read and study the works of the masters of marketing…

Take a look and see for yourself!

Here’s the ad, enjoy!

WARNING: Do Not Read This

Unless You Are Already Rich!

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.

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 a duration of five years. 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 Shackley’s reverse osmosis home water filtration system… and… in the first year… they did $51 million in sales with that product. 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 a business… and so… he sells out (at a huge profit) to some giant corporation that has the resources and the clout to exploit the living daylights out of whatever it is he has invented. 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!

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! You see, this guy has a mind that just won’t quit. So, he gets to wondering: “What would be the world’s best product to develop? Is there anything that every human being on earth must have?”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 this planet and every single one of those people needs about 2-1/2 quarts of water… every day… to keep healthy and stay alive.

No water, no life.


(SOURCE: The Gary Halbert Letter)

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