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Persuasive Online Copywriting: How to Take Your Words to the Bank
By Bryan Eisenberg,Jeffrey Eisenberg,Lisa T. Davis |
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| Publisher : | Wizard Academy Press |
| Media : | Paperback |
| ISBN : | 971476993 |
| Release Date : | 2002-09-15 |
| Amazon Sales Rank : | 9575 |
| Reviews Rank : | 4.50 |
| Availability : | Usually ships in 24 hours |
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| Editorial Reviews |
Nick Usborne, Author, Net Words: Creating High Impact Online Copy
"...An excellent, practical guide to writing with conversion rates in mind"
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Larry Chase, WDFM.com Publisher and Author
"...this is a must have volume."
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Dan Janal, Founder of PR Leads and Author
"This is the Strunk & White of writing for the web."
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| Customer Reviews |
An eye opener to those who think they know how to write good copy for the web (Rating :5.00)
Before reading this book I considered myself a decent copyrighter, not excellent by any means, but decent. After reading this book (and their other book: Call to Action) I realized that I have no idea what I'm doing. Now I refer to each book on a weekly basis to be sure that I'm getting it right as I build websites for my clients. Reading these books has opened my eyes; referencing them keeps them open. Using just a few examples in these books I have been able to increase my registrations on several websites in just a few weeks. |
HOW TO WRITE WEB COPY THAT MOVES READERS TO ACTION (Rating :4.00)
This book has already gotten rave reviews, but I'll add in my two-cents worth. It's been years since I've had a formal course in marketing, and even then, I wouldn't have learned about persuasive writing for the web. So this book was great for me, and I highly recommend it for anyone who is developing a personal or business website.
The whole book is a series of two- to three-page articles that can be read systematically. The authors are witty and passionate about teaching you how to write copy that converts visitors toward an action.
What's the single most important factor in getting your prospects to convert? Be relevant. "Relevance is a measure of how closely search results match the search request." If you follow the techniques the authors describe, your words won't waste the readers' time and will have impact.
The chapter, "Writing in Review" is a super-condensed Strunk and White's for the corporate writer. It covers all the basics. The authors conclude, "Stellar writing begs to be read. There is an urgency to the writing that keeps the reader going, even when that reader might be pressed for time."
Who isn't pressed for time? People on the internet are in a hurry. They need to find out a piece of information quickly. If your site is too flashy, slow to download, or your words don't make any sense, you'll lose their interest. They can go someplace else. This is what you DON'T want to happen.
The authors include great examples of site makeovers, showing you what works and what doesn't. For me, it was a great introduction to Nick Usborne, and I've gone on to read his book, NET WORDS. They also pointed me toward Ogilvy, another master of advertising.
I especially enjoyed the chapter on using poetic techniques to improve copy. "You won't snag or woo your customers with drabness; you'll woo them with skillful wordsmithing that penetrates their souls..." What follows includes techniques such as frosting, franking, seussing, and frameline magnetism; also, how to develop pace, rhythm, and poetic meter.
It's a short read, but full of insight. For anyone who ever wondered how business communication could be seen as a satisfying creative outlet, look no further than this book. (As you sing and dance your way merrily to the bank.)
--Reviewed by Heather Lynn Ivester |
Persuasive Online Copywriting (Rating :5.00)
It is a great book. Precise, concise, very practical. It should be considered as the short version of the other book by the same authors "Call To Action". So my advice is: Eventhough both books are great, if you have one of them, don't buy the other. You would just repeating your reading |
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