Victor,

the only good answer to your question would be: a combination of the above.

There are different kinds of markets, with different kinds of customers, different competitors and different buying motives. The best way to sell in any market is the age-old AIDA formula.

In markets that are used to hard-sell salescopy, like the internet marketing crowd you might want to try 'hybrid sales-techniques'. Instead of the typical salesletter or video, try editorials, or a mix of PDF's, teleseminars, articles, etcetera.

As for my personal liking... I like stories. Good stories. Not the one's you read in today's salescopy. Like the former-PayPal employee from a recent launch. The story has to be believable, the persons in it should have traits that I can identify to.