I've always liked the DoubleYourDating.com copy, and went there to do a little research.
He's been using an entirely different layout for the site for awhile now. Very web 2.0ish.
One thing that surprised me was the new copy for his Double Your Dating Ebook. It used to be quite a long (and very good) sales letter.
Some interesting notes about the new copy...
1. It's like 1500 words long. VERY short.
2. It's a $1 free trial, after 7 days they pay $19.95 for the ebook. It also has continuity built into it with his "CD Interview" club, another $19.95 a month if they don't cancel.
3. As far as I can tell, there's no risk-reversal after the 7 day trial. No 90-day money back guarantee or anything. Very interested as to why he's not using one.
My guess for the short copy is that he's already built his brand, and he's selling a 7-day trial as opposed to a $20 ebook, so the short copy is working.
His new site also very professional looking. It's more of a catalog than a typical mini-site.
Anyway, I think it's interesting.
Any thoughts on this? I know he's an avid tester so it must be working.