0:00 – intro

1:16 – Before & After

2:12 – Strong adjectives to characterize the product

2:37 – Addressing your market’s psychology & demographics

4:13 – Recap of the 1st half of the ad

5:20 – Using a non-traditional guarantee to combat skepticism

6:14 – How to add believability to outrageous too-good-to-be-true statements

6:53 – The subtle psychology of the word “reward”

7:15 – Making a truly over-the-top promise

7:43 – Recap of the techniques used in this ad

8:24 – The potential blowback from using an over-the-top guarantee