Any marketing material should ultimately attract and maintain attention by:
Making key points first
Many readers only skim read or glance at an article. Make sure your main messages hit potential customers in the first view.
Some people believe that complex sentences constitute professional writing and that large volumes of text make the content look more substantial. However, unnecessary and superfluous information will only slow down the reader and distract from the main points you wish to make. Effective marketing copy is clear, easy to read and to the point.
Appealing to the reader
Most readers expect things to move quickly. Text should not be unnecessarily formal or complex, or make the reader work hard for the information. Always write for the reader.