Framework: the verdict listicle. Cold open from a hair loss ad that has run for one hundred and twenty-six days: "Popular hair loss treatments ranked by a dermatologist." It works for three reasons: Every option gets one verdict, "Leave it," so you keep watching to see which one gets the other answer. The options are ones buyers already use (Minoxidil, Nutrafol). Each verdict comes with a one-line flaw, so every "Leave it" is a reason to switch. The click goes to a "comparison report" instead of a product page, so the ranking still looks neutral up to the sale. To make one, rank what your buyer has already tried and give each a verdict and one flaw. Put yours last. This one and sixty-one more listicle ads in one swipe file:

Framing others as enemies focuses energy. We do this without thinking: political parties, religions, nations, competitors, ideologies, individuals.... The biggest villain hides in plain sight. It's romanticized. Defended. Even worshiped. Her name is death.