I'm interested on hearing you're personal opinion on what makes good copy. What keeps you on the page instead of leaving the page? What stops you from deleting that email? What qualities should a piece of writing have to encourage you to buy something?
using the correct form of "your" would be a start (sorry, couldn't resist!) Honestly, what keeps me reading through a page (even if it is a page that is OBVIOUSLY trying to get me to buy something for the low! low! low! price of $97) is if the copy speaks more to my situation than my wallet. If the sales pitch feels too shouty and Buy! This! Now! I will click away immediately, even if it is for a product that I might be tempted to spend my hard earned money on. Show your readers that you understand their situation. Try to get the emotional "hey I know just how that feels" response not the "oh my god! Okay I'll buy it! Just shut up!" response. But that's just me.
Thanks for the correction. That reminds me to get some sleep before posting. As for the shouting, I could argue that Billy Mays made his career shouting in infomercials. Silliness aside, thanks for your response.
Your copy must address the right audience. Cool gadgets and cleaning products are something to get excited about and Billy Mays' target audience bought into that enthusiasm. If he'd been selling corporate auto insurance or trying to find investors for a multi-million dollar building project, it wouldn't necessarily fly. Effective copy targets the appropriate audience. One of the most common forms of copywriting in AM these days are flogs and farticles. Everyone online has seen them: How one [local] man/woman lost 54 pounds with a single secret. It's interesting, it's intriguing and it's very believable to those who don't work with marketers for a living. LOL Pushy, obvious copy works on those that take a less cynical view of life and are easy to convince to at least try something new. Subtle soft sell that is more white pages/information based and works on those that are more educated and knowledgeable on a subject. Don't consider your product as much as consider your audience. Tailor your voice, tone and message to that audience - you don't need to make everyone a believer - just the folks who really think acai berries helped one Detroit mom lose 64 pounds in just three months.