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

by Bly, Robert W.

• ISBN13: 9780658021145
• ISBN10: 0658021141
• Edition: 2nd
• Format: Hardcover
• Copyright: 2002-02-20
• Publisher: MCGRAW HILL BOOK COMPANY

Summary

Focused strategies for writing hard-hitting, results-based Web copyThe 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 resourcesTime-tested fundamentals of writing effective copyGuidelines for E-zines and Web-based documents

Table of Contents

Acknowledgments	xi
Introduction	xiii
Part I: Fundamentals of Writing Copy for the Web	1	(94)
Writing for the Internet	3	(24)
On- or Offline, People Are People	5	(5)
But Print and the Internet Are Not the Same	10	(7)
Will the Internet Make Print Obsolete?	17	(3)
Content as a Marketing Tool	20	(3)
Content as a Product	23	(2)
Ubiquitous Delivery	25	(2)
Fundamentals of Persuasive Online Copy	27	(22)
Gain Attention	28	(3)
Focus on the Customer	31	(1)
Stress Benefits	32	(2)
Differentiate Yourself from the Competition	34	(1)
Prove Your Case	35	(2)
Establish Credibility	37	(3)
Build Value	40	(6)
Close with a Call to Action	46	(1)
Give the Reader a Reason to Act Now	46	(3)
Adapting Existing Print Copy to the Web	49	(20)
Do a Gross Edit of the Document	50	(1)
Scan into an Electronic File	51	(1)
Update the Technical Content and Check for Accuracy	51	(1)
Reduce the Promotional Content and Tone	52	(1)
Increase the Informational Content and Tone	53	(1)
Place Strategic Hyperlinks Where Useful	54	(2)
Insert Dynamic Headlines and Subheads	56	(1)
Do a Fine Edit to Tighten and Strengthen the Text	56	(1)
Proofread	57	(1)
Post the Document on the Website	58	(1)
Ask for Feedback	59	(1)
Making Your Online Documents More Persuasive with AIDA	59	(3)
Critiquing Online Documents	62	(2)
Reaching the Non-U.S. Internet User	64	(2)
Push Yourself to Do One More Edit	66	(3)
Illustrating Your Web Copy	69	(26)
Words Versus Pictures	69	(3)
Photographs	72	(1)
Tables	73	(1)
Categories	74	(1)
Accented Points	74	(1)
Circle Ratings	75	(1)
Pro and Con Charts	75	(1)
Quadrants	76	(1)
Using Visuals to Display Relationships	77	(1)
Organization Charts Display Hierarchy	77	(1)
Visuals That Communicate Sequence	78	(2)
Visuals That Represent Cause and Effect	80	(2)
Creating Visual Metaphors	82	(2)
Number Charts and Graphics	84	(6)
Flash Presentations	90	(5)
Part II: Web Copywriting Tasks	95	(190)
Creating an Effective Website	97	(30)
What's in a (Domain) Name?	97	(1)
Choosing Your Domain Name	98	(5)
Keep Your Site's Objective in Mind	103	(4)
Write Copy to Fit the Buyer's Mood and Intent	107	(1)
Account for Different Communications Styles	108	(1)
Write What Your Prospects Want to Know	108	(3)
Why Should Customers Buy from You and Not Your Competitors?	111	(1)
Create a Site Map That Meets Your Marketing Objectives	112	(1)
Eight Steps to Consider Before Writing Website Copy	113	(2)
Pictures Versus Words Revisited	115	(1)
Use the Word Free---A Lot	115	(1)
Stress the Benefits	116	(2)
Understand the Three Cs of Web Marketing	118	(4)
More Ideas for Your Website	122	(1)
E-Commerce and Special Offers	123	(4)
Home Pages and Splash Pages	127	(30)
Splash Pages	128	(2)
Home Pages	130	(4)
The Three Home-Page Styles: Splash, Ad, and Tabloid	134	(4)
The Home Page Sets the Website's Tone and Style	138	(1)
Home Page Buttons	139	(2)
The Elements of Style on Your Home Page and on the Web	141	(13)
Avoid Sexist Language on Your Site	154	(3)
Other Web Pages	157	(32)
Welcome Visitors with a Guest Book	157	(3)
Smooth Landing on Your Landing Page	160	(4)
A Shopping Cart Helps Visitors Purchase Online	164	(2)
Don't Miss a Links Page	166	(4)
FAQ Page	170	(2)
Selling Your Wares with Product Pages	172	(8)
Contact Pages Put You in Touch	180	(1)
Information Pages Draw Visitors Like a Magnet	181	(2)
All About the ``About Us'' Page	183	(2)
Can Long Copy Work on the Web?	185	(2)
To Sum It All Up	187	(2)
Internet Direct Mail	189	(16)
Opting in Your Lists	190	(2)
Basic Format	192	(3)
Baiting the Hook	195	(2)
Writing E-Mail Marketing Messages That Sell	197	(5)
Enhance Your E-Mail Marketing with Graphics and Animation	202	(1)
To Sum It All Up	203	(2)
Advertising on the Internet: Banner and E-Zine Ads	205	(22)
Banner Ads Versus E-Mail Marketing	205	(4)
Nine Common Banner-Ad Mistakes to Avoid	209	(2)
Placing Banner Ads	211	(1)
E-Zine Advertising	212	(4)
How to Write Headlines That Sell	216	(11)
Electronic Newsletters: E-Zines	227	(16)
Size and Frequency	228	(1)
Building Your E-Zine Subscriber List	229	(2)
Promoting the E-Zine	231	(1)
Designing Your E-Zine	232	(1)
E-Zine Content	233	(2)
Twenty-Nine Article Ideas for Your E-Zine	235	(3)
E-Zine Writing Tips	238	(5)
Web Documents	243	(22)
Guidelines for Writing Copy for the Internet	244	(15)
Special Considerations for High-Tech Marketers	259	(6)
Web Promotions	265	(20)
Bookmark	265	(1)
In Search of... Search Engines	266	(3)
Promote Your Website in All Your Marketing	269	(2)
Power-Packed Direct Mail	271	(1)
Using Direct Mail to Drive Business-to-Business Leads to Your Website	271	(6)
Print Ads That Drive URL Visits	277	(1)
Match the Response Form with the Promotional Offer	278	(1)
Make Your Website Famous with the Power of PR	279	(6)
Resources	285	(8)
Glossary	293	(10)
Bibliography	303	(4)
Index	307	(12)
About the Author	319