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Fragments are easier to read, and therefore more likely to be read. At a glance, a reader can distinguish between 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 best highlights, and then lead into further detail after you have captured reader's attention.

English teachers everywhere will be cringing, but fact of matter is fragmentation is a good thing on Internet.

I'll tell you what that truth is in a moment. But let's continue to look at online magazines and catalogs.

Another full-page, full-color ad had this headline on it: "Let me give you secrets of fearless conversation!" Right under that bold statement is sub-headline: "I promise you ability to walk into a room full of strangers---and talk to anyone with total confidence, authority and flair."

Whew! Now THAT'S a strong headline. It stops you dead. If you are at all interested in being a better conversationalist---and who isn't?---you will stop and read that ad. It signals a benefit to you. It makes a bold claim. It states a powerful guarantee. This is an ad that follows an old proven truth in advertising.

What is that ancient truth? Simply this: That people do things for selfish reasons. Appeal to their egos and they will do what you want. Write to their emotions and they will open their wallets.

P.T. Barnum knew this more than one hundred years ago. He put his name in his headlines to help create a brand image for his business. He told you what you would get from seeing his circus, or his exhibits. And as a result, Barnum became one of richest men in world and one of first millionaires in early America.

Barnum wasn't only one to profit from appealing to egos. In 1897---that's right, 1897---Nath'l Fowler, Jr. wrote in his book, "Fowler's Publicity": "Write your advertisements from customer's standpoint."

It worked in 1897. It worked in 1997. It will work in 2097. It's greatest advertising secret ever known: Get out of your ego and into your reader's ego and you can GET RICH!