Gosh, the general point was quite interesting, but I have such a hard time reading the "Emotional Headline -> Witty hook -> Two more paragraphs -> emotional headline -> witty hook -> two more paragraphs" style of writing. Yeah, I know it makes people read your copy, but I like to the point writing more than the wandering around building a narrative that sucks you in, leaving you breathless with anticipation and excited for more of whatever they're selling...
Sales copy just adds so much noise to the points. I get why they do it, but it's really a fight to get through it for me even if I think there's going to be valuable points in there.
2nd, as someone who makes his dough with writing copy, let me tell you this: the really good writers do use those tricks of the trade without you noticing it. It is similiar to good typography: it doesn't get into the way.
You may want to check out the writings of Gary Halbert or John Carlton to see it in action.
Sales copy just adds so much noise to the points. I get why they do it, but it's really a fight to get through it for me even if I think there's going to be valuable points in there.