Hype. Captivating Copy or Crass Content Hype. I hate the word, I hate what it implies and I absolutely cringe when I see it on sales letters or web sites. Its a cheap form of sensationalism and I refuse to use it.So you will have to understand my embarrassment and shame when I explain to you why I used it recently running some test ads. Go ahead . . . call me a hypocrite. But let me explain anyway.I ran some test ads for an affiliate program recently. I tried the common sense approach. Results were dismal and the ad copy was droll. I piped it up a bit by adding a couple of short testimonials in the follow up emails. I got better click through rates but the conversion to sales was not that great.I read back over the information on the product and put myself in the shoes of the person who used this product, which happened to be an ebook on how to convert site visitors to buyers. I got excited. I thought about the first time I got involved in an affiliate program where I broug ... Read more »