Then some months down the road, when I was working on another IM project, I remembered a trick from my days as an actor. I imagined one of my best friends asking me questions about the product I was reviewing and suddenly the words came to me effortlessly. The shift of talking to one person whom I know as opposed to talking to a bunch of faceless people with a wide variety of wants brought clarity to my message.
Now I write all of my pages that way -- as if I'm talking to a good friend -- and have seen not only a difference in my conversions, but in my rankings probably because people hang out on my sites longer to read my copy.
I am also finding that my feedback on webinars and Amazon books is the same. People say that they like my no nonsense style and even the rhythm of my words.
This is not to say that you should not use the other factors that people suggest for writing copy, I just think that the relationship with your audience is the first place to start. Then you can begin to weave in the elements of benefits, solutions, fear etc.
So if you struggle to write the way that I did, I suggest you give this technique a whirl. It takes a lot of the angst out of the process!
Good luck and let me know how you do!