Internet Marketing Dictionary
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Filter Words
Professor Siegfried Vogele, Dean of the
Institute for Direct Marketing in Munich,
has conducted experiments with cameras with
fast shutter speeds to examine movements of
the human eye. According to Professor Vogele's
research, short words of one or two syllables
reinforce reading, while longer words act as a
filter and actually inhibit reading.
Based on this research, it is recommended that
copy writers remove long filter words, and wherever
possible, try to find shorter synonyms.
See also:
AIDA,
copy writing,
deadline,
free bonus,
headline,
Maslow's Pyramid,
Readers Digest Formula,
Seven Deadly Sins.
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