Best practices these days tend to involve putting things in CAPITAL LETTERS, and occasionally bold or italic, and BEING A COOL DUDE, and getting real, and addin

Best practices these days tend to involve putting things in CAPITAL LETTERS, and occasionally bold or italic, and BEING A COOL DUDE, and getting real, and adding ten foot high 'Click Here To Purchase' links. I'll check those books out to see what advice they give, though; personally, I learnt copywriting by.. well, writing copy.