You've got approximately 0.5 seconds to get someone's
attention with a classified ad.
That's not much time.
Now, while your high school English teacher may disagree, in
this case, fragmentation is a good thing.
Whether it's genetic or learned behavior, the fact is, we don't
READ ads, we skim them. So why bother with full sentences?
Full sentences take up more room, don't leave any space, and
place too many non-essential words.
Example: Bad 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.
The ad immediately looks BIG. Now, who wants to wade
through all of that? Plus, with no space at all in the text, it
makes it difficult to pick out the individual items about whatever
the ad is talking about. Then, if you do happen to read a word
or two here and there, if those words are 'as you build' or 'as part
of', what does that tell you?
Better 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
Fragments are easier to read, and therefore more likely to be
read. At a glance, a reader can distinguish between the
individual points made, and easily read through each benefit.
Plus, any words that catch their attention will be of value.
This ad is more eye catching, easier to understand, and WILL
have better response than ads that are an entire paragraph of
text.
The Internet, and especially in marketing, is overloaded with
information. To stand out, you simply can't try to provide all
information in 5 lines, or even in 5 paragraphs. Start with the
best highlights, and then lead into further detail after you have
captured the reader's attention.
English teachers everywhere will be cringing, but the fact of the
matter is fragmentation is a good thing on the Internet.
About the Author
Joe Bingham, Editor of the NetPlay Newsletters
http://www.netplaynewsletters.com.
Check out the $Money Gate$ used as an example in the ads for
this article. Easily EARN your way into the Dynamics 4 Success
Program and the $25,000 Reward Program. Check out Tom
Staley's site at: http://signup.gotoo.com