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What are you trying to sell?
It's a question you should be asking yourself constantly when writing copy - whether it is for print or online distribution.
Does your copy lead the reader to want to buy what your selling?
While you may not actually be "selling" a product or service, at the very least you are selling an idea. If your copywriting efforts have not made that clear throughout the content you write your really just chasing your tail. This is not to say that you need to hard sell the entire time - just make sure that what you write leads the reader in the direction you need them to go. There is a definite art to the soft sell - it's almost a Zen quality - but even Zen masters have intention behind their methods.