1. Match your headline and ad
2. Make your Call To Action Clear – Your visitor is not a mind reader, keep the call to action button or sign up form above the fold
3. Write in Second Person – You or Your not I or we
4. Be Persuasive (not clever) – Inform, Persuade and Motivate
5. Be Crystal Clear – What do you want them to know what do you want them to do
6. Keep important stuff firs and in bullets – It is harder to read on a screen.  People read half the speed.  Make your points in first and last sentence or first and last bullet
7. Use Bookends
8. Keep it short and vary the length – The first paragraph should be 1-2 lines.  No paragraph should be more than 4-5 lines long
9. Write to the screen environment – Keep testimonials and call to action above the fold, test on several browsers
10. Don’t ask for what you don’t need – don’t make forms to long or all field mandatory

Source: Ion Interactive Webinar