Something I find quite interesting is that some of his conclusions and recommendations contradict some of the most basic IM principles often cited by many here in the WF and elsewhere.
His "inverted pyramid" is a prime example. Writing in the inverted pyramid style means that you start with the conclusion, the most important content you have, and then work down to the least important.
This completely contradicts the conventional sales letter so many of us use and claim as the best method of selling a product. You can't really claim that the headline fulfills this purpose as a headline is rarely your conclusion or most important content (its most important role being to attract attention).
And in a sales letter the most important content, the call to action, always comes at the end. Surely no inverted pyramid!
Now I'm not arguing against sales letters. I still use one myself and get my best results with it.
But Nielsen's argument is very compelling. I like the idea of firing my biggest guns first... get the important stuff, including price and call to action, above the fold.
Any thoughts on this?