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Net Words : Creating High-Impact Online Copy - Nick Usborne

Net Words

Creating High-Impact Online Copy

Paperback

Published: 17th December 2001
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A guide to creating copy that connects with customers--and makes the sale

Advertising and promotion professionals have long known that, while bells and whistles may grab a customer's attention, words make the sale. Yet, nearly a decade into the Web revolution, E-commerce professionals are just now waking up to the fact that the usual high-tech, graphics-heavy approach to site design is bad for business.

"Net Words" explores the reasons why and makes a strong case for a revolutionary new approach to copywriting tailored to the unique demands of a powerful new medium. With the help of dozens of examples of successful and unsuccessful on-line writing, author Nick Usborne shows readers how to harness the power of the written word for the Web. Readers learn how to imbue a business with a distinctive on-line "voice" and use it to forge lasting bonds with customers, increase market share, and close sales.

Foreword
Acknowledgments
Introduction
Everything Changes Onlinep. 1
Allow Copywriters to Do Great Workp. 16
Only Words Will Set You Apartp. 30
The Velocity of Wordsp. 45
Words Build Relationshipsp. 61
Can the Web Be a Store?p. 78
Close the Salep. 88
Think Like a Direct Marketerp. 102
Email - Where Copy Is Kingp. 124
The Language of Personalizationp. 151
Service with a Smilep. 163
Writing Newslettersp. 173
Copywriting Online Is Differentp. 190
The Heart of a Great Copywriterp. 208
10 Easy Wins with Strong Copyp. 226
An Online Writer's Manifestop. 243
Indexp. 251
Table of Contents provided by Blackwell. All Rights Reserved.

ISBN: 9780071380393
ISBN-10: 0071380396
Series: Marketing/Sales/Advertising & Promotion
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 224
Published: 17th December 2001
Publisher: McGraw-Hill Education - Europe
Country of Publication: US
Dimensions (cm): 21.7 x 14.0  x 1.6
Weight (kg): 0.31
Edition Number: 1