In order for a Web site to sell effectively, it must appeal to the unique culture, mindset, and psychology of the Web. Simply put, what works in the brick-and-mortar world does not necessarily grab Web shoppers. Companies selling products and services online need to promote their wares with engaging copy that grabs attention and compels Web site visitors to buy.
Web Copy That Sells presents copy strategies that have been proven time and again in the e-commerce arena. Maria Veloso, perhaps the most widely acclaimed Web copywriter in the world, reveals her revolutionary approach based on five simple questions, which, when answered, make the copy practically write itself. Veloso crams all the information from her 12-hour, $997 live seminars into a comprehensive book that will help any Web copywriter:
* write sizzling and irresistible Web copy, e-mails, and marketing communications * quickly turn lackluster sites into ''perpetual money machines'' * use Neuro-Linguistic Programming and psychological tactics to compel Web surfers to buy * avoid the top three blunders that can wipe out your sales * convert up to 50% of online prospects into paying customers * and more!
Author(s): Maria Veloso
Edition: 1st
Publisher: AMACOM
Year: 2004
Language: English
Commentary: 22442
Pages: 240
Contents......Page 10
Foreword......Page 16
Acknowledgment......Page 22
Introduction......Page 24
1 GETTING STARTED: THE DYNAMICS OF WEB SELLING......Page 32
Three Fundamental Rules for Writing Web Copy that Sells......Page 33
Rule 1. Don't Make Your Website Look Like an Ad......Page 34
Rule 2. Stop Readers Dead in Their Tracks......Page 36
Rule 3. Capture E-Mail Addresses......Page 39
The First Look......Page 42
Web Copy Dos and Don'ts......Page 45
Reading on the Web......Page 49
Words Tell, Emotion Sells......Page 51
How to Become a Great Web Copywriter in Five Hours or Less......Page 54
2 A SIMPLE BLUEPRINT FOR WRITING KILLER WEB COPY......Page 56
Question 1. What Is the Problem?......Page 59
Question 2. Why Hasn't the Problem Been Solved?......Page 60
Question 4. What Is Different Now?......Page 61
The Anatomy of the Blueprint......Page 62
Step 1. Inject Emotion......Page 69
Step 2. Add Bullet Points, Bonuses, Guarantee, and Close......Page 72
Step 3. Add Credibility-Building Elements......Page 77
Step 4. Add Psychological Devices......Page 79
Step 5. Replace Rational Words with Emotional Words......Page 80
Reinforcing the Framework: A Summary......Page 83
3 FROM PROSPECTS TO PURCHASERS: THE PSYCHOLOGICAL MOTIVATORS......Page 86
The "Reason Why" Device......Page 87
The Zeigarnik Effect......Page 88
Neurolinguistic Programming (NLP)......Page 90
Embedded Commands......Page 91
Presuppositions......Page 93
Linguistic Binds......Page 96
Reframing......Page 98
The Commitment/Consistency Element of Influence......Page 100
Cognitive Dissonance......Page 101
Involvement Devices That Multiply Sales......Page 104
Involvement Devices and the Recovery Principle......Page 109
4 CRAFTING YOUR COPY......Page 114
The AIDA Principle......Page 115
The Unique Selling Proposition......Page 117
Making an Impression: The First Paragraph......Page 119
The Offer You Can't Refuse......Page 120
Testimonials: It Can Happen to You......Page 122
Minor-Purchase Technique......Page 123
Daily-Cost Technique......Page 124
Keep on Selling: Writing the Order Form......Page 125
The Money-Back Guarantee: A Deal Maker......Page 126
The Close: Signing on the Dotted Line......Page 128
Get a Calling Card: The Opt-In Mechanism......Page 129
How to Construct a Riveting Headline......Page 130
What's in a Headline?......Page 132
The Building Blocks of Winning Web Headlines......Page 133
Choosing Your Words: Tips, Terms, and Concepts......Page 137
Words to Avoid in Your Web Copy......Page 138
Words to Use in Your Web Copy......Page 140
Dos and Don'ts of Web Copywriting......Page 143
The Long and Short of It: How Long Should Web Copy Be?......Page 149
How Well Does Your Website Sell?......Page 151
Formula for Mathematically Measuring the Selling Quotient of Web Copy......Page 152
5 E-MAIL MARKETING: THE INTERNET'S KILLER APPLICATION......Page 158
Traffic Conversion: Turning Visitors into Customers......Page 159
Wagging the Website......Page 160
Why Your E-Mail May Be More Important Than Your Website......Page 162
The Frame-of-Mind Marketing Method for Writing E-Mails......Page 166
Breaking the Sales Barrier......Page 169
The Future of E-Mail Marketing......Page 170
How to Make Sure Your E-Mail Is Delivered......Page 172
How to Avoid the Spam Blockers......Page 173
How to Write E-Mail That's Read......Page 175
Seven Elements of E-Mails That Sell......Page 176
Put the Competitive Edge into Your E-Mail Marketing......Page 187
Adapt as Your Audience's Frame of Mind Changes......Page 189
Using E-Mail to Get Attention......Page 190
What Really Works on the Internet Sometimes Doesn't......Page 193
6 ONLINE MARKETING COMMUNICATIONS: IT'S WHAT YOU DO AFTER PEOPLE VISIT YOUR WEBSITE THAT COUNTS......Page 196
The Opt-In Offer: Your Most Important Asset......Page 197
Five Keys to an Opt-In Offer That's Impossible to Refuse......Page 199
Quick Primer on Autoresponders......Page 202
Crafting Autoresponses to Your Opt-In Offer......Page 203
Crafting Autoresponses to Customers......Page 205
How to Format Your E-Mails for Optimum Readability......Page 206
How to Write Free Reports and Promotional Articles......Page 207
Guidelines for Writing Newsletters and E-Zines......Page 209
Guidelines for Writing Online Ads, Signature Files, and Banner Copy......Page 211
Three Tips for Writing Online Ads......Page 213
7 LAST BUT NOT LEAST: TYING IT ALL TOGETHER......Page 216
Track It, Fix It: What to Do When Web Copy Is Not Working......Page 217
Four Steps to Web Copywriting Success......Page 221
Track Your Results......Page 223
Search Engine Positioning......Page 226
Pay-per-Click Search Engines......Page 228
Linking Strategies......Page 229
E-Zines and Newsletters......Page 231
B......Page 234
D......Page 235
F......Page 236
N......Page 237
R......Page 238
T......Page 239
Z......Page 240
