The Fundamentals of Persuasive Writing
http://bly.com/Pages/documents/TFOPW.html

Bly, Robert W.
Bly.com

Abstract:

What are the characteristics that make copy effective? Why does one ad make a lasting impression and sell merchandise, while another falls flat and doesn’t generate enough revenue to pay its own cost? Virtually all persuasive copy contains the eight elements described in this article.