"webcopy that sells" speaks about a lot of this, and other ideas on how to communicate to users. http://www.amazon.com/Web-Copy-That-Sells-Revolutionary/dp/081

"webcopy that sells" speaks about a lot of this, and other ideas on how to communicate to users. http://www.amazon.com/Web-Copy-That-Sells-Revolutionary/dp/0814413048 http://www.amazon.com/Web-Copy-That-Sells-Revolutionary/dp/0... woot.com is a great example of how to sell through persionality, and not by being a sales person, which doesn't seem to work as well on the net.