Reading is hard work. The reader needs to be rewarded for staying with you with each and every word. If you add over-the-top superlatives and hyperbole, you run the risk of losing readers. And losing readers means lower response rates. So keep your copy crisp. LC
It stands for “Keep It Simple, Stupid”. It’s a bit derisive sounding, but there is good truth in it for copy and concept alike. If your idea or copy isn’t easily conveyed and understood, try again. You only get one shot, and most people aren’t up for a lesson on how to read or understand something that isn’t readily apparent at first take. It forces you to distill and simplify, which, at the end of the day, can’t be a bad thing. LC
The difference is that online DM is faster. Duh. But in terms of how people respond to solicitations online versus offline, there isn’t much difference. Just because the distance between marketer and audience has been reduced to a click doesn’t mean the laws of human behavior have been erased. People are generally the same and will react the same online as they do off.
People have the exact same impulses, fears, aspirations, etc… and that’s not about to change anytime soon, no matter what new medium comes along. LC
To get you to read the first line of copy. The first line of copy’s job is to get you to read the second line of copy. With each passing word, the reader typically looks for excuses to bail out on finishing the copy. Your words have to be so gripping as to make it even more essential for the reader to continue reading. Every sentence, every line, every word, must add value and overcome the skepticism of the reader. Happy writing. LC 
Yes, in the sense that it can be too muscular in tone. Overconfident or overbearing copy tone is a turnoff and draws attention to itself, rather than what it’s meant to sell. Sometimes people want or need to be nudged, but they genrally don’t liked to be pushed. LC
When buying keywords at search engines, do try to buy the exact match to what you think your target audience is searching for. Think about how delighted you are when you see search results that exactly match the search phrase you entered. For example, if someone is searching for “Internet Marketing Strategies” you might want to try the phrase “Internet Marketing Strategies Revealed” or “Internet Marketing Strategies White Paper”. LC
When surfing the Web, listen to your inner dialog. Everybody talks to themselves. Some move their lips, some are silent, some mumble out loud. It’s similar to talking back to the TV, only the screen is closer and people are leaning in, not back.
When writing copy for your website or your emails, keep in mind this inner dialog that people are having with themselves. Get your copy to tap into that dialog. Answer suspicions or questions at the point where they may logically arise. Then move forward with advancing your agenda, once they understand that you understand them. LC
The keywords within the editorial content of your website are critical when trying to rank higher in search engines. Find out what the top keywords are for your target audience and make sure the editors and writers you use are aware of those keywords when creating content for your site. LC
