I went out and got the book that the post was talking about. It's great. It's called Type & Layout: How typography and design can get your message across-or get in the way.
Great read. The forward is by the famous copywriter David Ogilvy.
The book primarily deals with print, not web, however, it wasn't hard at all to see how the concepts and way of thinking can be used on the web.
Here's my question, and I'm hoping you can help me out on this:
What is the "best reading" sales letter you have come across lately?
I'm trying to find lots of examples of salesletters that are easy on the eyes, message front and center, low distraction, effective.
Any good ones you have seen?