Marketer Solutions - Persuasive Online Copywriting: How to Take Your Words to the Bank
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List Price: $18.00
Mktgs.com Price $149.97
Availability: N/A
Manufacturer: Wizard Academy Press
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Average Customer Rating:  
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Binding: Paperback
Dewey Decimal Number: 004
EAN: 9780971476998
ISBN: 0971476993
Label: Wizard Academy Press
Manufacturer: Wizard Academy Press
Number Of Items: 1
Number Of Pages: 176
Publication Date: 2002-09-15
Publisher: Wizard Academy Press
Studio: Wizard Academy Press
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Editorial Reviews:
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Writing for the web. Web word wizardry. Web writing that works. What does that mean? Your online copy must persuade - it’s integral to getting your visitors or readers to register, subscribe, qualify as leads, and yes, even buy from you. It’s writing that must earn its keep. And to effectively manage the quality of your online writing, you need to understand what works, why it works and how to make it work better for you. Whether you are the marketer responsible for the bottom line or the writer creating the copy, Persuasive Online Copywriting provides the tools you need to get results.
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Spotlight customer reviews:
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Customer Rating: 
Summary: Persuaded me to keep reading and wanting to learn more!
Comment: This book scores a triple play! Its three authors unite to create a book that will help anyone turn their writing and Web site into a winner. It is packed full of valuable information that is presented in an easy to read fashion. The authors have a unique writing style that is witty and humorous and keeps you entertained even when explaining about something as boring as online conversions. This book would be great for students in a Web site writing class or for someone who wants to make a Web site that is more user and reader friendly. I personally did know anything about Web writing before reading the book, but it has really inspired me to learn more and improve my skills. I have definitely been persuaded!
Customer Rating:
Summary: Incredibly practical - To the authors: great job!
Comment: I found this book by browsing on Amazon, and it has been an incredible find. I am currently developing a website from scratch. I have bought all kinds of books to help me with this and this one is probably THE most useful. It contains many, many key ideas regarding what most matters in the content of a website. This is a book I keep reading and re-reading - A big thanks to the authors!
Customer Rating:
Summary: Excellent Book for Increaseing Online Conversions
Comment: Persuasive Copywriting is a great companion to Call to Action, also by Bryan and Jeffrey Eisenberg. Portions of the information in this book were repeated in Action, but that does not make Persuasive any less valuable to web site owners and online marketers alike.
Much like my reading of Call, I have exhausted a highlighter underscoring important sections of information throughout the book. With sections covering writing considerations, techniques and writing for the web medium, Persuasive provides substantial tips and recommendations to make your copy stand out above the rest, and more importantly, be an effective sales tool.
As a bonus, there is an entire 50 page "afterword" all about understanding online conversion, which will help you better understand the conversion process, while providing useful tips on how to improve your site's conversion rates.
Anyone responsible for the content of their website should read this book and keep it close by. As the author's state, writing for your website is not a one-time process, but is all about tweaking and testing different formulas. Persuasive makes a great reference manual for the process of getting the most out of your web page content and squeezing out higher conversion rates from your visitors.
Customer Rating:
Summary: An eye opener to those who think they know how to write good copy for the web
Comment: Before reading this book I considered myself a decent copyrighter, not excellent by any means, but decent. After reading this book (and their other book: Call to Action) I realized that I have no idea what I'm doing. Now I refer to each book on a weekly basis to be sure that I'm getting it right as I build websites for my clients. Reading these books has opened my eyes; referencing them keeps them open. Using just a few examples in these books I have been able to increase my registrations on several websites in just a few weeks.
Customer Rating:
Summary: HOW TO WRITE WEB COPY THAT MOVES READERS TO ACTION
Comment: This book has already gotten rave reviews, but I'll add in my two-cents worth. It's been years since I've had a formal course in marketing, and even then, I wouldn't have learned about persuasive writing for the web. So this book was great for me, and I highly recommend it for anyone who is developing a personal or business website.
The whole book is a series of two- to three-page articles that can be read systematically. The authors are witty and passionate about teaching you how to write copy that converts visitors toward an action.
What's the single most important factor in getting your prospects to convert? Be relevant. "Relevance is a measure of how closely search results match the search request." If you follow the techniques the authors describe, your words won't waste the readers' time and will have impact.
The chapter, "Writing in Review" is a super-condensed Strunk and White's for the corporate writer. It covers all the basics. The authors conclude, "Stellar writing begs to be read. There is an urgency to the writing that keeps the reader going, even when that reader might be pressed for time."
Who isn't pressed for time? People on the internet are in a hurry. They need to find out a piece of information quickly. If your site is too flashy, slow to download, or your words don't make any sense, you'll lose their interest. They can go someplace else. This is what you DON'T want to happen.
The authors include great examples of site makeovers, showing you what works and what doesn't. For me, it was a great introduction to Nick Usborne, and I've gone on to read his book, NET WORDS. They also pointed me toward Ogilvy, another master of advertising.
I especially enjoyed the chapter on using poetic techniques to improve copy. "You won't snag or woo your customers with drabness; you'll woo them with skillful wordsmithing that penetrates their souls..." What follows includes techniques such as frosting, franking, seussing, and frameline magnetism; also, how to develop pace, rhythm, and poetic meter.
It's a short read, but full of insight. For anyone who ever wondered how business communication could be seen as a satisfying creative outlet, look no further than this book. (As you sing and dance your way merrily to the bank.)
--Reviewed by Heather Lynn Ivester
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