Log In
Or create an account ->
Imperial Library
Home
About
News
Upload
Forum
Help
Login/SignUp
Index
Cover
Title
Copyright
Dedication
Contents
Foreword
Acknowledgment
Introduction to Third Edition
Half title
1 Getting Started: The Dynamics of Web Selling
Three Fundamental Rules for Writing Web Copy That Sells
Rule 1: Don’t Make Your Website Look Like an Ad
Rule 2: Stop Readers Dead in Their Tracks
Rule 3: Capture E-Mail Addresses
The First Look
Web Copy Dos and Don’ts
Reading on the Web
Words Tell, Emotion Sells
How to Become a Great Web Copywriter in Five Hours or Less
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
Step 1: Inject Emotion
Step 2: Add Bullet Points, Bonuses, Guarantee, and Close
Step 3: Add Credibility-Building Elements
Step 4: Add Psychological Devices and Involvement Devices
Step 5: Replace Rational Words with Emotional Words
Reinforcing the Framework: A Summary
3 Crafting Your Copy
Constructing Your Web Copy
The AIDA Principle
The Unique Selling Proposition
Making an Impression: The First Paragraph
The Offer You Can’t Refuse
Testimonials: Effortless Selling
Talking About Money: How to Introduce the Price
The Minor-Purchase Technique
The Daily-Cost Technique
Keep on Selling: Writing the Order Form
The Money-Back Guarantee: A Deal Maker
The Close: Signing on the Dotted Line
The 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
Words to Use in Your Web Copy
Dos and Don’ts of Web Copywriting
The Long and 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
4 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 Spam Blockers
Does Your E-Mail Test 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 Your Audience’s Frame of Mind Changes
Using E-Mail to Get Attention
What Really Works on the Internet Sometimes Doesn’t
SIG File: Your Online Business Card
How Your E-Mail Reputation Affects E-Mail Deliverability
5 Using Psychology to Motivate Prospects to Become Purchasers
The “Reason Why”
The Zeigarnik Effect
The Cliffhanger
Hypnotically Persuasive Language
Embedded Commands
Presuppositions
Linguistic Binds
Reframing
The Appearance of Consistency
Contradictory Thinking
The Cyrano Effect
6 The Art of Changing Your Prospects’ Minds
What Role Does Emotion Play in Mind Changing
The Three Principal Triggers of Mind Change
Emotional Resonance
Redefinition
Resistance
The Trifecta Neuro-Affective Principle in Short Copy
7 Increasing Sales Through the Use of Involvement Devices
Involvement Devices and the Recovery Principle
8 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 Autoresponder E-Mails to Your Opt-In Prospects
Crafting Autoresponder E-Mails to Customers
How to Format Your E-Mails for Optimum Readability
How to Write Free Reports and Promotional Articles
Tips for Creating Search-Engine-Optimized Articles That Magnetize Hot Leads and Customers
Guidelines for Writing Newsletters and E-Zines
Tips for Creating “Monetizable” Content
The Anatomy of a Successful E-Newsletter
Guidelines for Writing Online Ads, Signature Files, and Banner Copy
Three Tips for Writing Online Ads
Writing Copy for Interactive Advertising Banners
9 Web Copywriting in the Age of Web 3.0 and Beyond
Blogs
Social Bookmarking Sites
Social Networking Sites
How to Craft Highly Targeted Facebook Ads That Deliver Leads, Sales, and Profits
Authority Sites
Marketing via Online Videos
How to Create an Online Video That Drives Massive Traffic to Your Website
How to Create High-Converting Video Sales Letters
How to Optimize Your Video for Search Engine Purposes
Uploading Your Video
Resources for Creating Your Video
How to Write Copy for Mobile Devices and the “Portable Web”
Optimizing Your Website for Mobile: What It Means
Guidelines on Optimizing Website Copy for Mobile
How to Write Copy for Infographics to Generate Free Website Traffic
The Role of Copy in Creating Infographics
Case Study: UndergroundHealthReporter.com Portal Website
Additional Tips for Using Infographics for Online Marketing
The Benefits of Using Infographics in Your Content Marketing Strategy
10 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
Two Degrees of Separation
11 The Lucrative Business of Web Copywriting
How to Find Web Copywriting Clients
How to Contact Prospective Clients
What to Charge—And How to Ensure That Your Clients Pay You
Intellectual Property Licensing
Directory of Resources
Books and Courses
Resources for Creating Online Marketing Videos
Resources for Creating Infographics
Index
← Prev
Back
Next →
← Prev
Back
Next →