Oh, and let's make this a carefree discussion - no flaming and don't mention specific authors or products.
So I guess I should start...
- Whiteboard drawings - you can see this on pretty much every sales page these days. You know - the usual from-zero-to-hero success story complemented with accelerated video of a hand drawing sketches on a whiteboard. It's an OK concept, but horrendously overused IMHO.
- Success story - usually when product lacks in quality in substance, a good ol' success story is used to hype up a potential customer. I get it, people in general need a strong incentive to buy e-products so a short background story is OK - but I'm not buying a story, I'm buying a product so I need to know what it can to improve my online business.
- Videos you can't skip - this is a huge turnoff for me. I guess I'm a bit old-fashioned - I like a classic sales letter, which I can read at my own pace, scan through the text and focus on things that I find important. Video presentations are OK as an alternative, an optional way of communicating USP to your customer. Video presentations that can't be skipped or fast forwarded are just a pain in the bum.