There is no one size fits all blueprint.
There’s a long tradition of people promoting their one true way to create sales copy. In the recent past, much of this has been a rehash of the 1950s style of long form copy that bashes the reader over the head until they finally relent.
For all the advice I see promoting that form, I don’t see people using it other than in sketchy scenarios (MLM, etc).
Unless we are talking about content marketing, then we are not in an era of long form sales copy. Who has the patience?
You want to sell to someone then you need to understand their needs and preferences, then write accordingly.
Even content marketing tends towards shorter content these days. Sure, there's the occasional in-depth longer-form piece about some topic that really demands more words or longer video/audio. But, in general like it or not, the trend is towards bite-size chunks, more graphical, easier to consume content.
Unfortunately, there's something a bit formulaic about a lot of digital marketing content. That doesn't mean it can't also be useful and engaging. But a lot of branded formulaic content (e.g. the mini-Dummies books) makes me roll my eyes a bit but it can be really effective.
Probably the most ill advised way to post content tho, because the recommendations are actually quite good and simple. Unfortunately, it's getting vandalized pretty hard.
Not to mention, now absolutely noone should trust following a link from that document, which is also unfortunate, because you had various links to otherwise monetize this free content by redirecting to paid product (which I think is an absolutely fair way to monetize), but now noone can or should trust the links due to editability of the document. Fun experiment tho.
Posted to HN as an afterthought. Big mistake!
Firstly, sorry about the comments on the doc. I've deleted them and locked the doc so no more will appear. As of right now (and going forward), all links are correct and content is original.
Secondly, happy to answer any questions!
The current edit link drops you into a collaborative "Suggest edits" mode which isn't very HN-friendly.
Learned a new word today, thanks!