A List Apart is web magazine for “people who make websites.”
Increasingly, over the years, they’ve strayed from web design
techniques like HTML and CSS coding to more general topics like
getting along with your co-workers, client relationships, and one of
the topics of this article: copywriting…
Greatest Copy Shot Ever Written
Writing is the key to any success you’re going to have in media, whether it’s print, broadcast or internet. My favorite saying is: if you can write, you can eat. 
This article is definitely worth reading, but if you don’t have time, here’s the
executive summary…
All great copy shots should:
- Be five words in length.
- Not mention the brand name.
- Be declarative.
- Be grammatically complete.
- Be otherwise standard.
- Contain alliteration, metaphor, or rhyme.