Hot Text Web Writing that Works

ISBN-10: 0735711518
ISBN-13: 9780735711518
Edition: 2002
List price: $40.00 Buy it from $2.99
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Description: This book presents style guidelines based on quantitative research and practitioner lore about what works on the web, what flops, and what looks like leftover newsprint. It shows how to apply those guidelines to many common Internet genres such as  More...

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Book details

List price: $40.00
Copyright year: 2002
Publisher: Pearson Education
Publication date: 1/11/2002
Binding: Paperback
Pages: 528
Size: 7.00" wide x 8.75" long x 1.00" tall
Weight: 1.848
Language: English

This book presents style guidelines based on quantitative research and practitioner lore about what works on the web, what flops, and what looks like leftover newsprint. It shows how to apply those guidelines to many common Internet genres such as customer assistance, product descriptions, distance learning, marketing emails, or webzines. The book also includes case studies of the prose from popular sites-two page spreads that will show a screenshot, and analysis of the prose to see how well it works. As more companies recognize that their survival depends on putting the whole company up on the web, everyone will have to write material that appears on the website-not just specialists in IT, or Marketing, or some out-sourced agency. This is the handbook for those people.

Home Page
Catch the Net Spirit
Who Am I Writing for, and Incidentally, Who Am I?
What Kind of Thing Am I Creating?
What Will the Web Do to My Text?
Attention!
Write Like a Human Being
Idea #1: Shorten That Text
Idea #2: Make Text Scannable
Idea #3: Cook Up Hot Links
Idea #4: Build Chunky Paragraphs
Idea #5: Reduce Cognitive Burdens
Idea #6: Write Menus That Mean Something
Fine-Tune Your Style for the Genres
Writing in a Genre
Creating Customer Assistance That Actually Helps
Persuading Niche Markets, Individuals, and the Press
Making News That Fits
Entertaining People Who Like to Read
Getting a Job
Become a Pro
So You Wannabe a Web Writer or Editor
Backup
Writerly Sites
If You Like to Read
Index

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