good example is Joe Sugarman's ad for a product called "Magic Stat" was headlined "Magic Baloney" and here's how the copy starts:   * * *   "You're probably expecting our typical sales pitch, but get ready for a shock. For instead of trying to tell you what a great product the Magic Stat thermostat is, we're going to tear it apart. Unmercifully.   When we first saw the Magic Stat, we took one look at the name and went "Yuck." We took one look at the plastic case and said, "How cheap looking." And when we looked for the digital readout, it had none. So before the salesman even showed us how it worked, we were totally turned off."   * * *   By pointing out all the bad parts of this product (the damaging admission) Sugarman gains all kinds of credibility with the prospect.   Remember, prospects have a built-in B.S. detector so if something doesn't sound like the truth - they won't believe you and won't buy from you. This secret also goes hand in hand with "reason why".                 "Finally, the First Practical, Step-By-Step, Roadmap for Internet Success No Matter What Product or Service You Sell100% Guaranteed! Give me 33 days and I'll prove you can be making real moneyonlineor I'll refund every penny you paid         A lot of people think if they don't bring up an objection in their copy, a prospect won't be thinking it. WRONG!!   As you're making your case for your product or service - if there is a common objective about it - you'd better bring it up and resolve it because they're thinking it anyway. A nice way to handle this is by putting questions and answers inside the copy like this:   * * *