Apple's "1000 songs in your pocket" is a great example of this vs, say, "8gb HD capable of holding over 1000 songs".

I've built a lot of sites for small businesses. It's a big struggle to try and dissuade them from the hard sell.

The key is to persuade people to buy from you and not just shout at them like the ads on late night TV.

would have loved to see more examples of copy.

"Start with the end goal in mind."

Ok, so my end goal is I want you to buy my app .. so how do I work back from that to great copy ?

The only thing I came up with is: "YOU GUY, BUY MY APP!" .. maybe I missed the point?