While surfing, I ran across jpeterman.com - if you are looking for copy that transcends the product, check them out. You might think a flannel shirt is a fairly prosaic item... You can find them at Wal-Mart for five bucks, and they are the preferred cool-weather apparel for truck drivers and construction workers. If I told you I was going to sell flannel shirts for $148, you'd tell me I was crazy. Or, you'd tell me I'd need a heck of a marketing plan. Well, check out this copy:
The copy goes on, but devotes just one brief line to the product specifications.
If this copy can move even a few $150 flannel shirts, I'd say it qualifies as "copy that sells"... You aren't just buying a warm shirt, you are buying the emotional associations they have created: generations of Scottish tradition and quality, combined with a mystical American outdoor experience most of us will never have. I had to struggle to avoid the "Add to Basket" button... ;)