First of all you must know the Rules. So to write good Web copy, or an eye-catching advertisement, I just tell my readers how good my product is in a sound professional manner. I'm afraid that's one of the biggest misconceptions that prevails among Internet marketers. Because before you start writing those killer web pages and ezine ads it's essential to know how persuasive Sales Copy is structured.
Most successful advertising follows the same set of basic 'rules'.
But we should really refer to them as guidelines. Because rules are meant to be broken. Otherwise we would have no room for innovation or creativity. But breaking the fundamental guidelines can be risky. And risk in advertising can bring great rewards - or expensive failure.