Copywriting is a mental process, the successful execution of of which reflects the sum total of all your experiences, your specific knowledge and your ability to mentally process that information and eventually transfer this to a piece of paper all for the purpose of communicating an idea.
The purpose is to reach out in your pocket and buy the product.
First line: lead-sentence, a few words, second sentence getting you to read the rest.
Use the next aspects as a checklist for your copy:
This overview is based on Joe Sugarman’s E-book Psychological Triggers
[Reposted from MetaMagazine 2002]