most important web tip you'll ever learn

Anyone who has worked at Ogilvy Advertising knows the framework the company works with - one based on David Ogilvy's theories of what works in copy and design ... and what doesn't.
It all still works. eg:
Live voice works better than Voice Over.
Zooming in on product works better than zooming out.
The human eye does not like to read white typeface and the brain does not remember what it reads as well as black or dark type face.
There are others! All backed by research and I think they are fantastic for the Web even though they were set up in the dark ages of the 50s and 60s!
I think the White or Reverse TypeFace one is one of the most important as it effects so much of today's information media.
Try and read this and remember the number sequence 2 8 9 3 44.
Try and read this and remember the number sequence 2 4 5 9 44
Yet web designers and I continue to fight the good fight. I beg and plead! I quote the research.
I want to win for the client! But the most effective proof is sales!
I always back myself on this one - so far great scores on NO reverse type.

One of my fav web sites about writing - commonsense, crisp writing:

http://writingmatters.typepad.com/