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Web Copy That Sells The Revolutionary Formula for Creating Killer Copy Every Time

ISBN-10: 0814472494
ISBN-13: 9780814472491
Edition: 2004
Authors: Maria Veloso
List price: $21.95
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Description: This text presents copy strategies that have been proven time and again in the e-commerce arena. Maria Veloso bases her 'million dollar blueprint' on five simple questions - the reader answers them and the copy practically writes itself.

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Book details

List price: $21.95
Copyright year: 2004
Publisher: Amacom
Publication date: 10/29/2004
Binding: Paperback
Pages: 288
Size: 7.25" wide x 9.50" long x 1.00" tall
Weight: 1.034
Language: English

This text presents copy strategies that have been proven time and again in the e-commerce arena. Maria Veloso bases her 'million dollar blueprint' on five simple questions - the reader answers them and the copy practically writes itself.

Foreword
Acknowledgment
Introduction
Getting Started: The Dynamics of Web Selling
Three Fundamental Rules for Writing Web Copy that Sells
Don't Make Your Website Look Like an Ad
Stop Readers Dead in Their Tracks
Capture E-Mail Addresses
The First Look
Web Copy Dos and Don'ts
Reading on the Web
Words Tell, Emotion Sells
How to Become a Great Web Copywriter in Five Hours or Less
A Simple Blueprint for Writing Killer Web Copy
Creating the Blueprint: Five Simple Questions You Must Ask
What Is the Problem?
Why Hasn't the Problem Been Solved?
What Is Possible?
What Is Different Now?
What Should You Do Now?
The Anatomy of the Blueprint
Putting the Blueprint to Work: Five Easy Steps to Making Your Web Copy Sell
Inject Emotion
Add Bullet Points, Bonuses, Guarantee, and Close
Add Credibility-Building Elements
Add Psychological Devices
Replace Rational Words with Emotional Words
Reinforcing the Framework: A Summary
From Prospects to Purchasers: The Psychological Motivators
The "Reason Why" Device
The Zeigarnik Effect
The Cliffhanger
Neurolinguistic Programming (NLP)
Embedded Commands
Presuppositions
Linguistic Binds
Reframing
The Commitment/Consistency Element of Influence
Cognitive Dissonance
Involvement Devices That Multiply Sales
Involvement Devices and the Recovery Principle
Crafting Your Copy
Constructing Your Web Copy
The AIDA Principle
The Unique Selling Proposition
Making an Impression: The First Paragraph
The Offer You Can't Refuse
Testimonials: It Can Happen to You
Talking About Money: How to Introduce the Price
Minor-Purchase Technique
Daily-Cost Technique
Keep on Selling: Writing the Order Form
The Money-Back Guarantee: A Deal Maker
The Close: Signing on the Dotted Line
Call to Action
Get a Calling Card: The Opt-In Mechanism
How to Construct a Riveting Headline
What's in a Headline?
The Building Blocks of Winning Web Headlines
Choosing Your Words: Tips, Terms, and Concepts
Words to Avoid in Your Web Copy
Words to Use in Your Web Copy
Dos and Don't of Web Copywriting
The Long and Short of It: How Long Should Web Copy Be?
How Well Does Your Website Sell?
Formula for Mathematically Measuring the Selling Quotient of Web Copy
E-Mail Marketing: The Internet's Killer Application
Traffic Conversion: Turning Visitors into Customers
Wagging the Website
Why Your E-Mail May Be More Important Than Your Website
The Frame-of-Mind Marketing Method for Writing E-Mails
Breaking the Sales Barrier
The Future of E-Mail Marketing
How to Make Sure Your E-Mail Is Delivered
How to Avoid the Spam Blockers
Does Your E-Mail Test Positive as Spam?
How to Write E-Mail That's Read
Seven Elements of E-Mails That Sell
Put the Competitive Edge into Your E-Mail Marketing
Adapt as Your Audience's Frame of Mind Changes
Using E-Mail to Get Attention
What Really Works on the Internet Sometimes Doesn't
Online Marketing Communications: It's What You do After People Visit Your Website that Counts
The Opt-In Offer: Your Most Important Asset
Five Keys to an Opt-In Offer That's Impossible to Refuse
Presenting the Offer
How to Write Irresistible Autoresponder E-Mails
Quick Primer on Autoresponders
Crafting Autoresponses to Your Opt-In Offer
Crafting Autoresponses to Customers
How to Format Your E-Mails for Optimum Readability
How to Write Free Reports and Promotional Articles
Guidelines for Writing Newsletters and E-Zines
Guidelines for Writing Online Ads, Signature Files, and Banner Copy
Three Tips for Writing Online Ads
Last But Not Least: Tying It All Together
Track It, Fix It: What to Do When Web Copy Is Not Working
Four Steps to Web Copywriting Success
Track Your Results
Traffic Generation: Getting the Word Out and the Visitors In
Search Engine Positioning
Pay-per-Click Search Engines
Linking Strategies
E-Zines and Newsletters
Index

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