Think of copy writing as a one on one discussion with your readers. Your goal will be to persuade your readers to take some kind of action. But first you must get their attention. Use catchy headlines and good benefits in the introductory copy. Make friends - draw them into the conversation. 
- Get the attention of the reader immediately, or they will leave the page.
- Expose the reader to the product in an easy to read manner. Use white space.
- Explain the benefits (not the features) of the product you're trying to sell.
- Offer testimonials to make them feel comfortable with their buying decision.
- Offer value to the reader. Make them understand how they'll benefit from this offer.
- Keep copy short and easy to read. Keep their interest to keep them reading.
- Ask for the order as you describe how this product will help them personally.
Effective copy writing is a compilation of compelling advertising copy that actually engages the reader into the conversation. You should create an atmosphere in which the reader will be most receptive to the offers being made.
