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The Online Copywriter's Handbook: Everything You Need to Know to Write Online Copy That Sells

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Focused strategies for writing hard-hitting,results-based Web copy The Web is a fascinating and boundaryless marketing medium??and,like any new sales frontier,it has its own set of rules and attitudes for writing successful advertising,marketing,and sales copy. The Online Copywriter's Handbook is a clear,practical,and authoritative guide to key differences between writing for the Internet and writing for print. It covers general fundamentals of writing effective Web copy plus specific Web copywriting tasks from ...
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Overview

Focused strategies for writing hard-hitting,results-based Web copy The Web is a fascinating and boundaryless marketing medium­­and,like any new sales frontier,it has its own set of rules and attitudes for writing successful advertising,marketing,and sales copy. The Online Copywriter's Handbook is a clear,practical,and authoritative guide to key differences between writing for the Internet and writing for print. It covers general fundamentals of writing effective Web copy plus specific Web copywriting tasks from websites and home pages to Internet direct mail,banner ads,and more.
Numerous innovations and benefits include: Appendixes of helpful websites and other resources Time-tested fundamentals of writing effective copy Guidelines for E-zines and Web-based documents



America's Top Copywriter Reveals How to Grab Attention—and Drive Sales—with Customer-Focused,Results-Based Web Copy!


In The Online Copywriter's Handbook,Robert Bly—one of the world's most honored copywriters and bestselling author of The Copywriter's Handbook—turns his attention to the untapped,unlimited marketplace of the Internet. The result? The first book to apply long-established persuasive techniques to the interactive capabilities and unique possibilities of the Web.


Though the psychological hot buttons and decision drivers may be similar,the techniques of persuasion online are different—often dramatically different! Look to The Online Copywriter's Handbook for inside tips on how to write brilliant copyfor:



  • Websites
  • Home pages
  • Internet direct mail
  • Banner ads
  • Landing pages
  • E-zines
  • Web-based documents
  • And more!

Nobody knows how to grab buyers' attention and make them want to buy better than Robert Bly! Get The Online Copywriter's Handbook and let a master copywriter show you how to take your online copywriting to the next level of effectiveness,with success—and profitable results!


"Most seminars,books,and articles on Web marketing focus on technology or graphics. But on the Internet,as in print,it is the words that communicate your offer and persuade people to buy. . . . By reading this book,you will learn how to write effectively for this new medium using the time-tested principles of persuasion. "

—From the Introduction


The World Wide Web is a vast frontier for marketers and marketing writers. And while the Web has clearly changed the paradigms of what constitutes powerful copy,too many copywriters make the mistake of thinking that the foundations of effective copy have also been transformed.


Robert Bly knows better. A veteran with more than twenty years' experience in the battlefield of marketing and advertising,Bly is a master at crafting messages that make customers take notice—and take out their wallets. His latest guide,The Online Copywriter's Handbook, outlines a clear-headed,practical approach to translating marketing's most time-honored,results-driven strategies and principles to the online environment. Packed with examples of online copy that soars,this must-read Web marketing manifesto provides:



  • The nine essential characteristics of persuasive online copy
  • Eight steps to consider before writing website copy
  • The tools you need to create an effective home page
  • Major components of an Internet direct-mail piece—and how to make yours stand out
  • Eleven can't-miss ways to transfer powerful offline copy to the Web
  • Tried and true e-zine techniques for increasing both credibility and frequency
  • Nine common banner ad mistakes,along with proven click-through tips from the pros
  • Direct-mail strategies to drive business-to-business traffic to your website
  • A resource guide with information on search engines,e-list brokers,and more

Web marketers,temporarily blinded by graphic gadgetry and interactive hoopla,have quickly come to the conclusion that copy is still king. Let The Online Copywriter's Handbook show you how to apply decades of successful direct-marketing techniques to writing for the Web to make all of your online copywriting more focused and hard-hitting—and measurably more persuasive!


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Product Details

  • ISBN-13: 9780658021145
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 2/28/2002
  • Edition number: 2
  • Pages: 320
  • Product dimensions: 6.34 (w) x 9.34 (h) x 1.09 (d)

Table of Contents

Acknowledgments
Introduction
Pt. I Fundamentals of Writing Copy for the Web 1
1 Writing for the Internet 3
2 Fundamentals of Persuasive Online Copy 27
3 Adapting Existing Print Copy to the Web 49
4 Illustrating Your Web Copy 69
Pt. II Web Copywriting Tasks 95
5 Creating an Effective Website 97
6 Home Pages and Splash Pages 127
7 Other Web Pages 157
8 Internet Direct Mail 189
9 Advertising on the Internet: Banner and E-Zine Ads 205
10 Electronic Newsletters: E-Zines 227
11 Web Documents 243
12 Web Promotions 265
Resources 285
Glossary 293
Bibliography 303
Index 307
About the Author 319
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