The 2 Phase Model for writing ads involves:

It has to be short and to the point.

If it needs to be a longer sentence…

…Then break it up with “…” or by placing the next phrase being in brackets ( ).

All sentences should be wordsmithed to be short and to the point.

Use NEW LINES in order to separate each sentence.

The only paragraph where you may keep it all on one line… Is the opening sentence.

The reason for that is so that more of it fits in before [see more…]

It needs to grab their attention, while still being on topic.

There’s no point grabbing the attention of someone who would never buy the product.

And there’s no point in giving away the main point of what is to come… Unless it evokes curiosity.

For example (promoting a product that provides relationships tips for women):

This sentence gives everything away, so people scanning their newsfeed may not be curious enough to read more.

This is an idea that builds interest, so it would be great as a 2nd sentence.

But the first sentence should be something more open ended like this…

This is better at grabbing attention, because the reader has to read another sentence in order to have any idea what the solution might be. They need to move from attention to interest.

There must be some sort of key idea introduced in the next sentence.

In this example, the hook is that men need to feel “infatuated”

It’s something a little different, it makes the reader curious, and pulls them through to the next sentence.

For example:

If the audience desires to be seen as “the one” then a sentence like this would be great here:

Or another benefit that could work in this case is, the audience wants a man to STAY in love:

For example:

Or

e.g.

Note: The last sentence above (broken up by “…”) was positioned to add a benefit, while also making people curious to hear more (and hence will click the link).