It may be hyperbole, but copy as we know it is nearly useless. Why is that? First we must define what copy is: copy is marketing text designed to persuade users to take action. Today, copy is less successful at persuading users and moving them forward than it has been in the past. Marketing and branding is changing, especially on the web.
Now value and brevity are more important than ever before as Internet users become more impatient, more cynical, and even more demanding. How do we combat such cynicism and increasing skepticism? The answer is clear text with interactive proof.