Net Words: Creating High-Impact Online Copy

by Usborne, Nick

• ISBN13: 9780071380393
• ISBN10: 0071380396
• Edition: 1st
• Format: Paperback
• Copyright: 2001-12-17
• Publisher: McGraw-Hill Education

Summary

A guide to creating copy that connects with customersshy;shy;and makes the saleAdvertising 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 Wordsexplores 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.

Author Biography

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.

Table of Contents

Foreword	ix
Acknowledgments	xi
Introduction	xiii
Everything Changes Online	1	(15)
Allow Copywriters to Do Great Work	16	(14)
Only Words Will Set You Apart	30	(15)
The Velocity of Words	45	(16)
Words Build Relationship	61	(17)
Can the Web Be a Store?	78	(10)
Close the Sale	88	(14)
Think Like a Direct Marketer	102	(22)
Email---Where Copy Is King	124	(27)
The Language of Personalization	151	(12)
Service with a Smile	163	(10)
Writing Newsletters	173	(17)
Copywriting Online Is Different	190	(18)
The Heart of a Great Copywriter	208	(18)
10 Easy Wins with Strong Copy	226	(17)
An Online Writer's Manifesto	243	(8)
Index	251