Why the first three seconds of an ad are really a story question

[Opening paragraph: set up the idea in two or three sentences.]

[Second paragraph: explain the problem or question the post answers.]

[Section heading]

[Body text: the main argument, with an example from a real project.]

[Pull quote: the one line from this post worth remembering.]

[Section heading]

[Body text: practical steps the reader can use on their own ads.]

[Closing paragraph: sum up and point the reader to the next step.]