First, pick your the winner:

Now, by most accounts, Ad B should be the winner. It front-loads the search terms earlier in the headline, more directly addresses quality concerns to offset the claims of extreme savings, and generally provides more info. But Ad B didn’t win. And believe it or not, it’s loss actually does follow a general pattern of results.

That pattern has to do with extremely choppy “classified ad”-style syntax, made up of dissasociated info-bits underperforming ads written in something that more closely approximates “plain english.” We naturally tend to think that more is better and sticking to the facts is better, but a survey of test results indicates otherwise. Too choppy and too info-packed generally UNDERPERFORMS ads with less info presented in a more focused, easier-to-read style.

So if you look at Ad B, you’ll see just how choppy and info-packed it is compared to Ad B. But you’ll also notice that Ad B reads easier and feels more confident, less rushed. Psychologists refer to this phenomenon as cognitive fluency, and it works.

So take this win of the week, and run some tests of your own, comparing info-packed vs. fluid writing styles, and see if the pattern doesn’t continue to hold for your own performance measures.