Hi Hubert
The best book around on Web copywighting is "Make Your Content PRESell" by Ken Evoy. It's free. Go to
http://mycps.sitesell.com
And you are so right. It's all about how you communicate to your audience. The way you write will make a tremendous difference in how well you sell to your visitors and many people ignore that aspect. I think I've read that book about 4 times now. LOL