Ask an online copywriter how to sell stuff online, and she’ll likely tell you it’s all about great sales copy.
Makes sense, right?
If you want to sell stuff, you need strong copy that sells hard and closes the sale.
Well, this may have been the case back in the days before the web.
But today I would argue, and do argue, that most of the heavy lifting is actually done by web content, not sales copy.
Why? In large part because consumers online are becoming increasingly resistant to sales messages. In particular, they dislike sales messages that interrupt them and get in the way of what they really want to do.