The copywriting should be all about them (the consumers) so the copywriter have to talk about them. Talk about the problem, the promise, the proof, and the proposal to the problem. The copy must be useful and valuable. No copy is too long, too short, only too boring. Write about the preponderance of proof so the consumer have to make a decision.
Here's a (PASTOR) framework that Ray Edwards mentioned:
P = person, problem, pain.
A = amplify the consequence of not solving the problem.
S = story, solution , system.
O = offer
R = response