Online, your words are your store front. Typos are broken windows. Your message is your window dressing. Outrageous claims make you look like a huckster out on the sidewalk.
In the online copywriting world, there are plenty of hucksters pushing "instant sales letters," or 60 second sales pages. Most of what I see in the way of long sales copy pages look like they come from the same template, or a variation thereof. Professionals must be buying the easy way out and using so-called expert’s cookie cutter templates. Many of these experts have copied each other, and haven’t been doing business online for long.
Nick Usborne is an expert on writing web copy, and he makes some very good observations in this blog post about experts who join the marketing hype hordes on the Internet, sacrificing their hard earned offline reputations. It’s worth the read, go here and read it.