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To Lure vs Luring Infinitives & Gerunds

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Notes from a Native English Speaker

Infinitives: An infinitive is the base form of a verb, usually preceded by the word "to" (e.g., to swim, to eat, to learn). It can function as a noun, adjective, or adverb in a sentence. Infinitives are often used to express intentions, purposes, desires, or potential actions. Gerunds: A gerund is the -ing form of a verb (e.g., swimming, eating, learning). It’s different from a “present participle” which functions as a verb tense. A gerund can be the subject, object, or complement of a sentence.

When and How to Use Each Expression?

Get a sense of when and how each expression can be used through the following examples!

To lure (Infinitive)

Purpose or Intention: Use the infinitive "to lure" when you want to express a purpose, intention, desire, or potential action

Example

The company tried to lure customers with a special promotion.

Luring (Gerund)

Activity or Experience: Use the gerund "luring" when you want to refer to the activity itself or the experience as a noun.

Example

Luring customers with discounts is a common marketing strategy.

Where can infinitives/gerunds be placed in a sentence?

To lure (Infinitive)

  • 1Subject

    To lure customers is the goal of every marketing campaign.

    To lure customers is the goal of every marketing campaign.

    • "*To lure* customers" serves as the subject of the sentence.
    • Infinitive phrase (subject) + verb (is) + noun phrase (the goal of every marketing campaign).
  • 2Object

    They want us to lure more clients to their business.

    They want us to lure more clients to their business.

    • "Us *to lure* more clients to their business" is the object of the verb "want."
    • Noun (They) + verb (want) + noun phrase (us *to lure* more clients to their business).
  • 3Adjective Modifier

    He needs a catchy slogan to lure potential customers.

    He needs a catchy slogan to lure potential customers.

    • "*To lure* potential customers" modifies the noun "slogan."
    • Noun (He) + verb (needs) + noun phrase (a catchy slogan *to lure* potential customers).

Luring (Gerund)

  • 1Subject

    Luring potential buyers requires effective advertising.

    Luring potential buyers requires effective advertising.

    • "*Luring* potential buyers" is the subject of the sentence.
    • Gerund (subject) + verb (requires) + noun phrase (effective advertising).
  • 2Object

    We enjoy luring customers with our unique products.

    We enjoy luring customers with our unique products.

    • "*Luring* customers with our unique products" is the object of the verb "enjoy."
    • Noun (We) + verb (enjoy) + gerund (*luring* customers with our unique products).
  • 3Object of Preposition

    He has a talent for luring investors.

    He has a talent for luring investors.

    • "For *luring* investors" is the object of the preposition "for."
    • Noun phrase (He) + verb (has) + noun phrase (a talent for *luring* investors).

Verbs Taking Infinitives/Gerunds as Objects

The following are verbs that can take only the base form of the verb (infinitive), only the -ing form (gerund), or both.

Verbs Taking Infinitives as Objects

Example

The company plans to lure new investors with their innovative product.

We hope to lure top talent to join our team.

She wants to lure customers away from competitors.

They decided to lure shoppers with a limited-time offer.

The team agreed to lure sponsors for the event.

Verbs Taking Gerunds as Objects

Example

She enjoys luring tourists to visit her hometown.

Experts recommend luring customers with personalized offers.

They avoid luring customers through deceptive tactics.

Can you imagine luring celebrities to endorse your brand?

We are considering luring international investors to our country.

Verbs Taking Both Infinitives and Gerunds as Objects

Example

I would like to lure more customers to my online store. I would like luring more customers to my online store.

They started to lure customers with exclusive deals. They started luring customers with exclusive deals.

He began to lure investors with his innovative ideas. He began luring investors with his innovative ideas.

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