Author: Maria Veloso

Publisher: AMACOM

Pub. in: June, 2004

ISBN: 0814472494

Pages: 288

Measurements: 9 x 7.3 x 0.8 inches

Origin of product: USA

Order code: BA01587

Other information: ISBN-13: 978-0814472491

Our #1 recommendation on web copywriting.

There is no doubt that the art of advertising changes over time. How we present products, and the words we use to entice our audience, will change depending on the targeted age bracket and the product. And, as you will discover in Maria Veloso's book, how we present products will also depend on *where* we advertise.

"Web Copy That Sells" makes the claim that in order to sell online, you must first understand how people use the internet, and how they read web copy. Since research has shown that most people actually do not *read* as much as they *scan* online text, this is a basic starting point for Ms. Veloso's book. Readers learn how to format their text so that key words, ideas and phrases jump out at potential customers. We learn how to use psychological devices to entice readers to become buyers. These are the very same devices that advertisers have been using for decades in print ads, but presented in a way more compatible with the online experience.

Through this book we learn other valuable information. Since we know that most people go online to get information, not to read ads, the author shows readers how to craft a web page that reads like an article, not necessarily an ad. By then partnering an enticing article/website with an opt-in email list, sellers can continue to focus in on presenting a stronger sales pitch.

The book also contains very useful information that every online seller should know: how to use terminology on a website that motivate readers to want to know more about your product; what words to avoid in an email; how to write an email subject line that makes readers want to open the email; and how to use a Unique Selling Proposition to set you, your company and your product apart from others.

Writing successful web copy is (most of the time) writing hype. Like advertising of old, it's a game of persuasion, in which you attempt to convince potential buyers that yours is the best product for the money. But this is not a license to blatantly deceive or spam individuals. "Web Copy That Sells" advocates using hype, psychology and other persuasive techniques ethically: when using an email list, always allow recipients an opportunity to opt out; always offer a money-back guarantee; do not misrepresent your company or product; and treat your potential customers with honesty and respect.

I do not suggest that "Web Copy That sells" should be the *only* book on your shelf that deals with online selling. But I do believe that it will be an invaluable addition to your how-to library. With this book you will be able to get up and running almost right away with a website that sells. Selling product, whether in a magazine, through a postal flyer, or on the radio or TV, has always been about the art of persuasion. "Web Copy That Sells" is an excellent book that tells you how online selling differs from selling in any other medium.

(From quoting Gary Ewer, USA)

Target readers: Copywriters, other advertising professionals and marketing communication professionals.