When was the last time you didn't press 'skip' on a YouTube ad? For me, those occasions are so rare, that when an ad does hook my attention, I demand to know why. The answer never surprises me.

In my opinion, there are proven techniques that underpin hypnotic ads - techniques that use powerful psychology and nifty copywriting. Let's look at one such ad from meditation app Headspace. Watch the ad below, then scroll down to see my 3 observations - all outlining why  I think the ad is structurally excellent.

GOOD NEWS: All 3 techniques we cover will improve your marketing communications if carefully applied.
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Imagine you're the richest man on earth. How would you respond if, during an otherwise  pleasant interview, you're confronted with accusations of low wages and inappropriate working conditions?

Would you:
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OPTION A: Smile, thank the interviewer for the question, and subtly change the subject
OPTION B: Tell the interviewer that you welcome such scrutiny
OPTION C: Suggest the accusations are baseless