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A guide to creating copy that connects with customers??and makes the sale
Advertising and promotion professionals have long known that, while bells and whistles may grab a customer's attention, words make the sale. Yet, nearly a decade into the Web revolution, E-commerce professionals are just now waking ...
A guide to creating copy that connects with customersand makes the sale
Advertising and promotion professionals have long known that, while bells and whistles may grab a customer's attention, words make the sale. Yet, nearly a decade into the Web revolution, E-commerce professionals are just now waking up to the fact that the usual high-tech, graphics-heavy approach to site design is bad for business.
Net Words explores the reasons why and makes a strong case for a revolutionary new approach to copywriting tailored to the unique demands of a powerful new medium. With the help of dozens of examples of successful and unsuccessful on-line writing, author Nick Usborne shows readers how to harness the power of the written word for the Web. Readers learn how to imbue a business with a distinctive on-line "voice" and use it to forge lasting bonds with customers, increase market share, and close sales.
|Ch. 1||Everything Changes Online||1|
|Ch. 2||Allow Copywriters to Do Great Work||16|
|Ch. 3||Only Words Will Set You Apart||30|
|Ch. 4||The Velocity of Words||45|
|Ch. 5||Words Build Relationships||61|
|Ch. 6||Can the Web Be a Store?||78|
|Ch. 7||Close the Sale||88|
|Ch. 8||Think Like a Direct Marketer||102|
|Ch. 9||Email - Where Copy Is King||124|
|Ch. 10||The Language of Personalization||151|
|Ch. 11||Service with a Smile||163|
|Ch. 12||Writing Newsletters||173|
|Ch. 13||Copywriting Online Is Different||190|
|Ch. 14||The Heart of a Great Copywriter||208|
|Ch. 15||10 Easy Wins with Strong Copy||226|
|Ch. 16||An Online Writer's Manifesto||243|
Posted February 16, 2006
The basic premise of Net Words¿how good copywriting can make a Web site more effective¿is as fundamental in 2006 as it was in 2001 when the book was published. Net Words is still relevant in terms of technology, and author Nick Usborne, a prolific and respected copywriter, is unquestionably an authority on this topic. Writers should read the book with an understanding that they will learn some important Web marketing principles and a few theories for writing business-related online copy, but they should not expect Net Words to be a handbook on online writing. Many of Net Words¿s guidelines and tips for copywriters are most likely already known to writers with any persuasive writing or basic marketing skills, but this book certainly is useful to offline writers unfamiliar with the Internet or how marketing copy differs from other kinds of text. Business owners who wish to improve Web sites and designers who would like to understand the copywriting process should also read this book. Usborne provides numerous examples of good and bad copy from actual Web sites, offering the reader a chance to visit these sites and analyze Web content. He also reviews the benefits and disadvantages of different kinds of online communication, such as newsletters, e-mail, and discussion boards. Usborne writes with a pleasing style¿humorous, honest, and straightforward, and he elevates a subject that could be tech-heavy to a level nearly all readers can grasp. There are occasional uses of jargon that may be troublesome for some readers, and the book does have a repetitious feel toward the end. Nevertheless, reading Net Words is an enjoyable experience that will certainly benefit those in decision-making positions of business, Web developers, and writers new to creating marketing copy.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted June 7, 2009
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