0:00 Intro

0:20 The ad copy

1:37 Using logos and illustrations to appeal to your target market

2:25 Addressing your market’s insecurities with an indirect story

4:28 How to construct a simple story using the PAS (problem – agitation – solution) framework

5:13 The power of specificity and managing customer expectations

5:58 A damaging admission can add believability

6:24 How to turn a lack of results into a proof element

6:52 A simple way to add social proof and credibility

7:10 Recap of the techniques used in this ad, and what’s missing