And information – descriptive content – is exactly what consumers (across all industries) want you to give them. Not a sales pitch, not an infomercial, but real honest to goodness content about why they should be choosing you over your competition.

(the curious copywriter)

• Frost the copy. Find interesting, unusual ways to say what might otherwise be dull.
• Use Franking to reinforce reader motivation. Obvious is boring. Hold interest by using few details and making strong statements in subtle ways.
• Pump up verbs. Replace conventional verbs with interesting ones that bring life and action to copy.
• Lead with relevant benefits. Use product features to substantiate the product’s claim. Specifics help people imagine using the product in the present tense.

(ClickZ)