Sean D-Souza has a great article on writing for PowerPoints. And it applies equally well to marketing copywriting. Here’s the author’s site: http://www.psychotactics.com/artpowerpoint.htm
Some highlights.. “Step 1: Kaboom Them Into Waking Up!
Ever noticed how most presentations start with, “Welcome to this presentation…blah, blah, blah.” You don’t see too many TV ads do that. They slam into you at a zillion miles an hour and make sure you’re paying attention.
So How Do YOU Do That When You Don’t Have A Moving Picture?
The trick is to start with something that’s totally disconnected with the presentation. For instance, you could be selling cars yet you could start with, “One day in heaven…” That’s a good wake up call for an audience that’s half asleep.”
Step 2: Always Tell A Story
Step 3: Use Suspense, Not Mystery
Step 4: Don’t Bore Them with Your Solutions. Bring Up the Problem!
Paint a gory picture. You might want to read my article: Is your solution your biggest problem? Only after you have made them feel the pain, should you bring out the solution. The best TV commercials always make you feel the pain.”