Listen BHW Crew, Copywriting is an art, make no mistake about it. Incontrovertibly, copywriting is a dichotomous art form - it is fundamentally a simple conflation of sales persuasion and writing. Your job as a copywriter begins by achieving cognizance of the mental/emotional frame or state of mind of your target audience. Once you have a lucid understanding of the cognitive state your target audience will be in, you are only then ready to begin composing your sales copy. The key to a successful sales copy is rhetoric that is specifically tailored to its respective demographic, and ultimately elicits the values and emotional responses auspicious to closing the sale. The mistake many amateur copywriters make, is creating a sales copy replete with brusque, desultory thoughts that lack coherence and ergo, fail to convert. You must evince in your sales copy, for example in weight-loss, a narrative that navigates the reader through the process, from problem to solution; from point A (being overweight) to point B, C, D, etc., all the way to the last point: ideal weight. In other words, your visitors arrive on your landing page with a problem (overweight) and if you know the solution they seek is to lose their excess weight, then as long as you clearly navigate your visitor from problem to solution logically, from point A to B, C, D, etc., in such a way that by the end of reading your sales page, your visitor has become unassailably convinced your product is the solution they seek - they will have no choice but to *CLICK* 'BUY NOW.' Sales copy needs to be enticing as well - you want the reader's attention to be fully captured. For an opening or heading, what sounds better to you: "Lose Weight Fast - Easy System to Shed the Pounds Fast" Or "INSANE Weight Annihilation: Whistleblower Exposes Revolutionary Weight-Loss Secrets" You probably said the second one, right? Of course you did! This is the type of rhetoric you want to use as an embellishment in your sales copy to counter the more lackluster but requisite details of whatever you're selling. Becoming an expert at supplementing your copy with this type of rhetorical panache helps hype your visitor about the product and navigate your reader down the sales conduit that is your landing-page. I apologize if this post was a bit discursive, as I just finished a copywriting assignment from a big client of mine and I'm a bit worn out. Good Luck!