(1.) How to End. What will be the Last Mental Image your ad presents to your customer? Begin with the end in mind.
(2.) Where to Begin. A clear but interesting angle of approach will gain the customer’s attention.
(3.) What to Leave Out. Surprise is the foundation of delight. What will you intentionally leave out of your ad so that you can deliver a delightful surprise? What will you leave out so that the imagination of the customer is engaged?