Re: "over the top" Gary Halbert, one of the most infamous "over the top" copywriters ever, was using this general verbiage since at least the mid-80s. He used

Re: "over the top" Gary Halbert, one of the most infamous "over the top" copywriters ever, was using this general verbiage since at least the mid-80s. He used it with, among other things, his very famous "Family Coat of Arms" mailings, which numbered in the tens of millions. It is a well-known piece of writing among copywriters.