Rgg-- Yes, you need to apply the same techniques IF you want people to take action.
For example, look at any editorial, or persuasive article-- they still have the same "ingredients" as a successful sales copy does.
Hit up front with benefits/emotions-- use the BigGun/USP here.
Then build credibilty with facts.
Then a Call to Action/Close.
I did forget oen CRUCIAL element in my above post:
Facts to back up your Promise.
Stats work here-- but, the main ones are Testimonials.
Great discussion-- and actually I think "copywriting" will be the next buzzward in net marketing....