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Net Words: Creating High-Impact Online Copy
     

Net Words: Creating High-Impact Online Copy

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by Nick Usborne
 

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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

Overview

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.

Product Details

ISBN-13:
9780071415774
Publisher:
McGraw-Hill Education
Publication date:
12/17/2001
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
224
File size:
354 KB

Meet the Author

Nick Usborne has written hundreds of articles on the subject of marketing and online writing. Many of these can be found by searching the archives of Clickz.com and Business 2.0. Nick is also a highly respected consultant and much-requested speaker for conferences and corporate meetings and seminars. More details are available through his site at www.nickusborne.com.

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Net Words 3.5 out of 5 based on 0 ratings. 2 reviews.
Anonymous More than 1 year ago
Guest More than 1 year ago
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.