By its very nature, online copywriting can't be reduced to a simple formula. The reasons why people do – and don't – buy are as confusing and complex as people are themselves. Still, some copywriters do have a knack for elegance. I love the whole idea of the natural law of elegance which simply means receiving maximum return from minimal effort.

Gary Bencivenga definitely is an elegant man by my definition, even though he calls his articles “bullets”. Down here in the southland, bullets and bullet hole decals usually mean Good Ole Boys, but I doubt if that's what he has in mind.

This morning I read Gary's newest bullet, “The Most Persuasive Tool In Advertising and How to Use It”. It's one of the best articles I've ever read on copywriting:

http://www.bencivengabullets.com/bullets.asp

I'd go on and on about why I like his elegant instruction, but I don't have time ... I have to go rework the copy on all my websites!