This ad for the Outspring Mail program is currently running in MacWorld. After reading the headline, I understand that the company makes an email program that is somehow smart. That gets my interest. But in order to understand the headline, I have to get past the weird photo of something that looks a bit like a white brain. Or is is some kind of white walnut?
Still, they’ve aroused my interest. I’ve used many email programs. What makes this one smart? But when I try to read the copy, I hit a brick wall. There are two solid columns of copy with no paragraph breaks. In addition, the sentences are really long. Without some white space to break up the copy, learning about this product has suddenly become work. When it becomes too much work to read an ad, the reader turns the page. That’s what I did.