| 1. | Topic - (feeling, familiarity, invisible friend) 1:24 |
| 2. | Write for the reader, not yourself 3:14 |
| 3. | First sentence evokes curiosity 3:20 |
| 4. | Pace the reader 4:15 |
| 5. | Direct Sentences (The boy hit the ball not The ball was hit by the boy) 6:25 |
| 6. | No Jargon, adjectives, adverbs, cliches ($100 each) 7:44 |
| 7. | Brevity = Brilliance 10:08 |
| 8. | 6th grade vocabulary 11:30 |
| 9. | Musicality, percussion (Make America Great Again vs. Stronger Together) 12:19 |
| 10. | Avoid ugly words (moist, talc, etc.) 13:47 |
| 11. | Consider your associations (wrong ones ex. 2 things I like are babies and automatic weapons) 15:00 |
| 12. | Use visual language (McGurk effect) 16:45 |
| 13. | Violate a norm (something feels a little dangerous to others) 19:06 |
| 14. | End clever or provocative 20:00 |
| 15. | Write every day 20:41 |
| 16. | Humor Formula 21:33 (7) (7) |
| 17. | Table of Contents |
| 18. | Backlog |