What do you get when you cross a Mafia hit man with a performance artist? Someone who makes you an offer you can't understand.
http://www.principiumstudio.com was introduced to me by a friend of a friend. It is a pretty, Flash® driven site with an obscure offering. It is grossly self-aware and no matter how useful its product might be, I still can't figure out what they do or why I should care.
Ben, the acquaintance, already has my trust. But Ben's site is engulfed in beautiful nothings. The message is wordy and the navigation requires more guesswork than intuition.
A site that really grabs your attention can be a piece of crap with the right headline.
If I see a Google result that says "John Thompson can't afford to overlook this site" my ego will drive me to click on the link. Then if I encounter a busy, hard to read, ad-ridden black hole with a headline such as "John, this site will get you the best deal possible on that A4 you want, has the best gumbo recipe ever, will solve that buzzing issue in your phone and show you how to fold fitted sheets." you bet I'm going to find and read the meat of this offering.
Providing the copywriting is at least passable. Oh, and it really has to deliver on at least one of those promises.
And finally, I get things like this in my email all the time and never click on them. So know your target audience and your best method of reaching them.