The first paragraph of an ad has a mere half-second to capture a viewer's attention. This fleeting moment is crucial in the world of advertising. Contrary to what your high school English teacher might have taught you, fragmented sentences can be your best friend in this scenario. The reality is, people don't meticulously read ads; they skim through them. Therefore, using full sentences can be counterproductive as they consume more space, leave no room for white space, and include unnecessary words.
Consider the following example of a poorly constructed ad:
Use the $Money Gate$ to get into Dynamics 4 Success. Then, as you build a downline for the $Money Gate$ you earn the $99 fee necessary to join Dynamics for Success which gives you access to the $25000 reward program. Get benefactored into 100 Free memberships as part of joining $Money Gate$ Visit http://signup.gotoo.com and enter Tom Staley as your referring person.
This ad appears overwhelming due to its size and lack of spacing. It's challenging to identify the individual elements of the ad. If a viewer happens to read a few words, phrases like 'as you build' or 'as part of' don't provide any valuable information.
Now, let's look at a more effectively constructed version of the same ad:
The $Money Gate$ Pays Your Way Into Dynamics 4 Success
Earn Your $99 Dynamics 4 Success Membership Fee
Less Risk, Same Great Result -- D4S $25000 Reward Prg.
Benefactoring into 100 FREE Memberships
Enter Tom Staley as Your Referrer
http://signup.gotoo.com
Fragmented sentences are easier to read and are more likely to be read. They allow the reader to quickly distinguish between the individual points made and easily read through each benefit. Any words that catch their attention will be of value.
This ad is more eye-catching, easier to understand, and will generate a better response than ads that are an entire paragraph of text.
The internet, particularly in the realm of marketing, is saturated with information. To stand out, it's not feasible to provide all information in five lines or even five paragraphs. Start with the most compelling highlights, and then delve into further detail once you've captured the reader's attention.
While English teachers may cringe at the thought, fragmentation is a beneficial tool in internet marketing.
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