Our job is to delight and entertain. When we do that we win. Why? Because people are more than happy to pay for both. If I can write copy that delights, entertains and includes a buy button, then it’s a win-win.
How do you delight? Well, first ask what makes you yourself beam with happiness? What turns you on? What makes you want more?
If your copy fails to do that to your prospects, then it has no chance of success. Think about that every time you write some copy.