Research has shown that readership falls off dramatically during the first fifty words of an advertisement. However, from words 51 to 500, readership falls very little.
What does that mean for you?
It means you need to spend far more time tweaking those first fifty words of your dental ad to ensure that they are likely to capture the attention/imagination of the reader, build interest, and virtual compel the reader to read on. Of course, if you simply run minimal copy image ads, this doesn't apply.
When it comes to ad copy, the headline is most important ... but the first fifty words aren't far behind. Embrace them. Massage them. And you're likely to get more of the response you want.
Copyright 2007 by Galen Stilson
