0:00 – Intro – P.T. Barnum ads from the 1860s

0:35 – How to advertise “boring” products

1:19 – Ad 1

2:06 – Getting attention with SIZE

2:47 – Emphasizing the exotic features of your product

3:51 – Using hype, clout, and giving people reasons to be interested

4:34 – Adding urgency with this 5-word phrase

4:41 – Ad 1 – recap

5:12 – How this ad aims to get ACTION!

5:26 – Ad 2

6:31 – Using a double readership path to get your message across quickly

7:55 – Calling out your target audience with specific language choices

9:09 – The “push and pull” of believability and big promises

9:57 – Recap of these 2 ads from the 1860s