Americanised, dan kennedy style copy. Lots of shouting and hyperbole – the only copy that works?

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I've blogged on this before, but as I now have a lot more copywriters following me via twitter I'd be really interested to know what you all think.

This morning I received this link to a page by Paul Fuggle, guru of Total Business Cart.com and the shopping cart I use for my workshops. Now I know from experience that this is a great product. And I'm sure Paul is a very nice, professional guy. 

But there's something about the writing and this 'anti-design' that really unsettles me. It feels cheap, unprofessional, and to be honest, a bit of a scam. And I know it's not, because I use the product, and I would recommend it to anyone looking for an autoresponder or shopping cart. But this style of writing is, for me, completely undoing my trust in the business.

If you visit the site, just take a look at the two logos next to eachother – 1shoppingcart looks like a professional, trustworthy system while the logo on the right just doesn't have the same impact. And that's the problem with ignoring design, you start to erode trust.

But I'm genuinely interested to hear from others – is this style of Americanised, shouty copy the only way to go if you want to sell a lot? What do you think?

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