Persuasive Online Copywriting : How to Take Your Words to the Bank

by Eisenberg, Bryan; Eisenberg, Jeffrey; Davis, Lisa T.

• ISBN13: 9780971476998
• ISBN10: 0971476993
• Format: Paperback
• Copyright: 2002-10-30
• Publisher: Wizard Academy Pr

Summary

Writing for the web. Web word wizardry. Web writing that works. What does that mean? Your online copy must persuade - it's integral to getting your visitors or readers to register, subscribe, qualify as leads, and yes, even buy from you. It's writing that must earn its keep. And to effectively manage the quality of your online writing, you need to understand what works, why it works and how to make it work better for you.Whether you are the marketer responsible for the bottom line or the writer creating the copy, Persuasive Online Copywriting provides the tools you need to get results.

Author Biography

Bryan Eisenberg, Jeffery Eisenberg and Lisa T. Davis are Future Now, Inc., an agency Specializing in online conversion since 1998. In addition to offering seminars and workshops, the trio's publications include The Marketer's Commom Sense Guide to E-Metrics, an ROI Marketing column for ClickZ and GrokDotCom.

Table of Contents

Foreword	ix
Introduction to Second Printing	x
Acknowledgements	xi
PERSUASIVE ONLINE COPYWRITING
Beginning Words	15	(2)
Writing Considerations
The Importance of Being Relevant	17	(3)
The Message Must Be Meat	20	(2)
The Case of Content v. Copy	22	(2)
When Content is not King	24	(2)
Why Online Writing is Different	26	(3)
It's the Customer, Stupid	29	(2)
Case Study: NewsBios Before & After	31	(4)
Finding Your Voice: Applying Emily	35	(3)
Benefits versus Features	38	(2)
The Power of Emotion	40	(3)
Writing Techniques
Speak Persuasively to One	43	(3)
Establish a Structure	46	(3)
Define a Perspective	49	(3)
A Cornucopia of Writing Ideas	52	(17)
Writing ``Basic'' with a Global Reach	69	(3)
Writing for Personalities	72	(5)
Writing in Review	77	(3)
The Magic Touch of Editing	80	(2)
Case Study: Max-Effects Before & After	82	(5)
The Medium
The Eyes Have It	87	(3)
Set Up Scanning and Skimming So They See	90	(3)
Point of Action: Location Matters	93	(2)
What You Need to Know about Writing for Search Engines	95	(6)
In Conclusion
The Grok Notes	101	(3)
What to Do Next	104	(5)
UNDERSTANDING ONLINE CONVERSION
Introduction	109	(2)
Conversion = Persuasion = ``Selling''	111	(2)
Building a Solid Structure	113	(2)
The Leaky Bucket	115	(3)
Conversion is Like an Onion	118	(3)
Sales is a Five-Step Process	121	(4)
The Sales Process in Action Online	125	(5)
Buying is the Flip Side of Selling	130	(4)
Tuning in to WIIFM	134	(2)
AIDAS Provides the Momentum	136	(3)
Navigation Provides the Lubrication	139	(2)
Putting It All Together	141	(5)
The Brain's Behind It All	146	(8)
Testing, Measuring and Optimizing	154	(3)
Conversion is Music to Our Ears	157	(4)
Resources	161	(2)
Glossary	163	(11)
About the Authors	174	(1)
What is Wizard Academy?	175	(1)
Copywriting Training from Future Now	176