Thanks TW.
This new technique of online copywriting is called persona based copywriting.
Bryan and Jeff Eisenberg's book "Waiting for your cat to bark" is an awesome read. Although it is dry and text book like at times, I haven't come across any one else who teaches persona based copywriting that well.
Bryan & Jeff however don't just highlight the text. They hyperlink it.
Their technique in a nutshell is:
1. Form personas of possible prospects based on MBTI profiles. Create at least 3-7 personas.
2. Chart their navigational path on the website - what do you have to do to persuade each type of people?
3. Combine it all into a dynamic salesletter. Not a long salesletter. But a website broken into various pages having several navigational paths.
Their most popular example is:
http://www.theleodiamond.com/
Which got a 60% response rate. Good website to deconstruct and learn from.