I've been studying some of the classic books on advertisement and direct mail (the ones recommended by Gary in his letters and in some seminars) but I keep having these interrogations while reading...
I've read somewhere that Direct Mail is still viable today, but I'm wondering if the same writing style as the one used in these books is working today? Maybe it's just me, but after seeing so many "shady" web sites trying to write like the old school copywriters, but make unbelievable claims, it just screams SCAM all over the place.
Same question as above, but regarding the headlines. Again, almost every popular news site has some "click-bait" ads with titles using the techniques from these books. The problem is that once you click on them, it just opens some really "shady" malware type of page... When I was younger, I obviously got tricked into clicking these ads because the headlines were inviting, but I never did again since I associated them with "spam" websites.
Now, since the web is so common and people probably saw/clicked on these "click-bait" ads and experienced disappointment, do you think that such headlines are now considered as "spam" for most people?
P.S: I'm mentioning the usage of this type of writing copy/headlines on the web, because that's where the "spammers" over-used it... But my questions are regarding the effectiveness of the informations in these books in general (offline or online).