In fact, I am going to give you a opening paragraph "template" that can get the job done in a pinch.
Especially if you're writing to your own list...and especially if you want to avoid having an ad that screams "SALES JOB!!!!" at first glance.
I've used this opening several times now, and it really works.
Here's a "real life" example of what it looks like:
A few months ago I was going through a bunch of subscriber email questions and one question that popped up over and over again went like this:
""Ben, I need to be a better copywriter. But I'm confused, not getting the results I want, and don't know where to turn. What copywriting course, book or seminar do you most recommend?"
See how that works?
It doesn't look, feel or behave like most other sales pitches, does it?
Instead, it starts with a question that quickly and immediately builds rapport with anyone interested in wanting to be a better copywriter.
Here's another example:
A few months ago I was going through a bunch of subscriber email questions and one question that kept popping up over and over again went like this:
"Ben, I want to be a freelance copywriter. But I'm just starting out, have no contacts in the industry and don't know what to do. Is there a course or book you recommend?"
Pretty simple, isn't it?
And it works for anything you want to sell -- including niches that have nothing to do with copywriting or business-to-business.
All you do is take your customers' most frequently asked questions, or a problem they have, and "plug" it into the template.
Try it yourself and see.
Take the above examples and adapt them to your product and service.
Not only will you stick out like a sore thumb from your "hype 'n scream" competitors...but your readers will probably be way more likely to read (and respond to) your offers.