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