IntroductionDrop the floor out from people and light the path to a better life. Make sure: (A) You have enough credibility, and (B) You know what better looks like. If so, go nuts.Paragraphs Love for audienceCredibility to throw shadePromise of redemptionExamplesAxe “Monday”Nike “Just Be Better”Nike "You were Born a Daughter”Dodge “Wisdom” Keys to Success1. Thing 1 — It should be about this long2. Something else — Could also be this long, too3. Third thing — You’ll have to feel it out as you go