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The sentence fragments emphasize the best aspects of this company and give the points more weight.įragments can also be used to reaffirm previous points instead of standing out on their own. For example:Ĭommunity Credit Union has been called many things over the years. Use this to your advantage and give your marketing campaign more emphasis and drama. Fragments Emphasize PointsĪ sentence fragment sticks out in a sea of complete sentences. The fragment at the end sounds like the writing is responding to something the reader might be thinking, which makes the copy sound more conversational and authentic.

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We’re so excited about our new flavor of ice cream, we want to give you a free scoop. When you say “Happy Birthday” to someone, they automatically fill in the subject and predicate of the sentence and understand that it means “I hope you have a happy birthday.”Ī carefully placed sentence fragment can make it sound like you’re actually having a conversation with your audience. Instead, we chop up sentences into smaller phrases or words to quickly relay information. You’ve probably heard that copywriting should be casual and conversational-but conversations are rarely told all in complete sentences.

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Instead of using two long sentences to deliver your message, try adding some fragments to make the copy more efficient, casual and effective.Īt Hank’s Auto we, know how important it is to keep your car maintained, which is why we came up with the Oil Change Plus program. Once you have accumulated five stamps on your card, you’re entitled to a free oil change. Since fragments are short, they create natural breaks in the rhythm of your writing.įor example, the following writing is long, dull and without rhythm:Īt Hank’s Auto, we know how important it is to keep your car maintained, which is why we came up with the Oil Change Plus program. Successful advertising requires a good sense of rhythm–using a variety of both short and long sentences to create variation in timing. Using the same sentence length for all of your writing is both boring to read and hear. Here are a few examples of how fragments can actually work to your advantage. That’s because good marketing draws the reader in, quickly relays information using a casual tone and provides emotional resonance–all of which are possible with sentence fragments. Sentence fragments are acceptable to use when your intentions are clear.

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But that’s not exactly true, as some fragments can relay just as much information as a full sentence but in a shorter amount of time. In school, we’re taught never to write in sentence fragments because they represent incomplete thoughts. Some might think of sentence fragments as incomplete pieces of a larger whole, but they can be quite effective on their own.

Fragments examples