Promise a Benefit.
Mention a Problem.
Get Really Real.
Create a Character.
http://www.youtube.com/watch?v=t0Hx7-0l2mg
Inject Drama.
http://www.youtube.com/watch?v=PWS6sVWs2HQ&feature=relmfu
Exaggerate to the Extreme.
Eye Candy.
Personify.
Take a Position.
Make an Offer.
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