Dale King gives us part one of the rules of copywriting.


"Always Make Your Copy Transparent: Don't try to be cute and don't try to be clever with your writing. The purpose of copy is not to get the reader thinking how clever you are - it's to get the reader thinking "I want to buy that!" Make your intentions as transparent as a brand new window."

Catch it @ http://www.smallbusinessbrief.com/articles/copywriting_and_website_content/007183.html