Writing copy for the e-commerce arena.
"In order for a Web site to sell effectively, it must appeal to the unique culture, mindset, and psychology of the Web. Simply put, what works in the brick-and-mortar world does not necessarily grab Web shoppers. Companies selling products and services online need to promote their wares with engaging copy that grabs attention and compels Web site visitors to buy.
Web Copy That Sells presents copy strategies that have been proven time and again in the e-commerce arena. Maria Veloso, perhaps the most widely acclaimed Web copywriter in the world, reveals her revolutionary approach based on five simple questions, which, when answered, make the copy practically write itself. Veloso crams all the information from her 12-hour, $997 live seminars into a comprehensive book that will help any Web copywriter:
* write sizzling and irresistible Web copy, e-mails, and marketing communications
* quickly turn lackluster sites into ""perpetual money machines""
* use Neuro-Linguistic Programming and psychological tactics to compel Web surfers to buy
* avoid the top three blunders that can wipe out your sales
* convert up to 50% of online prospects into paying customers
* and more!"
Chapter 1: GETTING STARTED: THE DYNAMICS OF WEB SELLING
Three Fundamental Rules for Writing Web Copy that Sells
The First Look
Web Copy Dos and Don’ts
--Five Ways to Write Scannable Copy
How to Become a Great Web Copywriter in Five Hours or Less
Chapter 2: A SIMPLE BLUEPRINT FOR WRITING KILLER WEB COPY
Creating the Blueprint: Five Simple Questions You Must Ask
Question 1: What is the Problem?
Question 2: Why Hasn't the Problem Been Solved?
Question 3: What Is Possible?
Question 4: What Is Different Now?
Question 5: What Should You Do Now?
The Anatomy of the Blueprint
Putting the Blueprint to Work
Five Easy Steps to Making Your Web Copy Sell
Reinforcing the Framework
Chapter 3: FROM PROSPECTS TO PURCHASERS: THE PSYCHOLOGICAL MOTIVATORS
The Zeigarnik Effect
The Commitment/Consistency Element of Influence
Involvement Devices that Multiply Sales
--Involvement Devices and the Recovery Principle
Chapter 4: CRAFTING YOUR COPY
Constructing Your Web Copy
The A.I.D.A 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
Dos and Don’ts of Web Copywriting
Random Nuggets for Refining Your Web Copy
The Long and the 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
Chapter 5: 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
How to Tell if Your E-Mail “Tests 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 Frame of Mind Changs
Using E-Mail to Get Attention
What Really Works on the Internet Sometimes Doesn’t
Chapter 6: 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/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
Chapter 7: 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