Excerpted from the article: "When you are writing a story for a web or print ad, you need a different approach than if you are writing a novel or even a short story.
You’ve got a limited amount of both space and reader attention to work with, so you have to accomplish a lot in a few words.
A novelist can take many pages to establish a character, but you have to do it in a few words. You can’t spend a lot of time setting up a situation or conflict, either.
Here’s are some ways to get around those limitations:
1) Use characters and problems already familiar to the reader. Roles like demanding customers, fussy kids, or impatient bosses don’t need a lot of description. They can convey a lot of information in a succinct way.
2) Be specific. The protagonist of the story should be much like the targeted buyer. Just as a smart missile homes in on a specific target, you need to shape your story to persuade a well-defined customer."
Read the other ones in the original article here: http://www.copyblogger.com/weapons-grade-copy/
Via Robin Good