From Michael – Kill the killer copy
Since the rise of the Internet the marketplace has become more and more cluttered and decent folks are desperately trying to find a way to get their message through. But, unfortunately, we are seeing an explosion of over-the-top, hyped up copy that is making consumers more wary then everâ€¦ which means less inclined to trust sales peopleâ€¦ which means less apt to buy from sales people. I, for one, make a solemn promise to lay off the hype. It’s enough already. Real people want real stories.
I think what happened is that the guys behind direct marketing had realized that the techniques they pioneers with high-volume postal mail (and then further honed with infommercial marketing) could have unlimited volume on the internet. Unlimited volume, no friction.