IntroductionTwoParagraphs ExamplesVisit Oslo “Is It Even a City?”AirAsia “Flying First Class”Avis “We Try Harder”Krispy Kreme "Donuts are Bad for You” 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