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One day, a man was lost in a desert without water, but he saw an old makeshift structure. He knew he couldn’t make it much longer, so he got to the covering as fast as his worn-out legs could carry him. To his surprise, inside he found a jar of pure looking water. This jar was on the floor next to a pump.

As he reached down to pick up the jar of water, though, he noticed a sign.

Filled with relief, he walked over to the jar to quench his overbearing thirst. As he reached down to pick up the jar of water, though, he noticed a sign. The sign read, “Use this water to prime the pump. When you have gotten as much water as you need, refill the jar, and leave it for the next person who will pass this way.” 

This man suddenly found himself on the horns of a dilemma because he was so thirsty that he was close to dehydration. What if he followed the directions on the sign and there was no water in the well? What if he poured out all of the water he now held in his hand and got nothing in return? Was that worth the risk to even try? The man had to make a decision to either fill himself now, or pour out what he had and take the chance that deep down there was so much more. The man made the choice to prime the pump.

It was a good choice because the water flowed freely. He drank to his delight and collected enough water to take him on his journey. Before he left, he filled the jar and placed it next to the note. Under the words of the note, he wrote,

“Trust me. It works!”

this is a story I pulled from Dr. Tony Evans.

In the same manner as priming the pump, my copywriting services prime the pump and deliver what's demanded.

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