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Title: Persuasive Online Copywriting: How to Take Your Words to the Bank by Bryan Eisenberg, Jeffrey Eisenberg, Lisa T. Davis ISBN: 0-9714769-9-3 Publisher: Wizard Academy Press Pub. Date: 15 September, 2002 Format: Paperback List Price(USD): $18.00 |
Average Customer Rating: 4.9 (10 reviews)
Rating: 5
Summary: Draw in your customers
Comment: Are you like me in buying every self-help or non-fiction book to bring in more business? One problem. When do we have the time to read them? This book simply won't let that happen with its short chapters, personable style, and valuable information on how to keep visitors clicking until they make the buy.
This book is the how. How to take all the theories and whys discussed by other authors and make it happen. I have trouble with theories because they don't help me visualize the application of such theories. This book stays away from whys and shows you how.
When I started reading the book, several big projects got thrown my way leading to late night reading being replaced by late night working. Every now and then, I took a break and breezed through this book reading many pages in a brief time while gaining new knowledge and a refresher in creative writing as it applies to online copy.
Non-fiction is my thing when it comes to writing. Over time, I have forgotten creative techniques for adding spice to copy. The authors jolted memories of high school English classes where we learned about the different poetic styles (iambic pentameter, alliteration, meter, etc) and to avoid using passive verbs. Not only that, but also they cover how to write for different personalities.
Already getting high traffic to your site? That means you know how to draw attention and interest. But, how are you doing in building desire so that they take action? Hmm... could that be the challenge? The authors drive toward long-term results by engaging your visitors and leading the way for them to get what they need and be satisfied with it.
I'm familiar with a few techniques discussed in the book, but many may not be. It depends on what you do with regard to the Web site. I understand making a Web site usable and getting visitors to the site. My Web site's weakness is converting visitors into customers. Marketing pros may succeed with creating a desire, but have trouble with visitors taking action. The authors cover all the areas needed to persuade via the Internet from "notice me!" to "be happy with me!"
Are you thinking, "More technology! We need more technology to make this work?" We've taken technology for granted, but all it can do is what human programmers program it to do. Technology doesn't know human nature. It doesn't know how to feel or need something. People do and can convey what they know with words. Words make the sale. Technology ensures the words get their say (by quickly loading the Web page and functioning the way it should) and to push the sale through the back-end process (taking the order, managing inventory, etc.). This is where conversion principles apply. The authors share simple processes for improving conversion rates.
A splash page is the "introduction" page to a Web site. It's flashy, colorful, and cool. But it's a waste of time. It gets in the way of the core material. Customers don't care how good your designers are, they care about what you can give them and that comes through words and good online copy. It's time for the online world to get what print mastered many years ago. The authors' witty writing style makes the book enjoyable to read without sacrificing wisdom. They practice what they preach and it's no wonder that GrokDotCom.com, the site behind Future Now, Inc. is a success.
Time has come to let go of what's in it for the company and think of what's in it for the customer. In time, you shall reap the rewards at the bank.
Rating: 5
Summary: A Must Have!
Comment: This book is a must have for any web site manager, content coordinator, or copy writer. It contains a proven methodology with solid examples on how the most important part of any web site are its copy and content(which by the way are two seperate things...)
It also pushes you to realize that "conversion is king!" in the online world. The second half of the book features web site "conversion" principles that you will find no where else other than the author's twice monthly newsleter, The Grokdotcom.
After years of building sites with form, but no function it is great to finally see someone address this issue. I don't know anyone else who takes it to this level. Perfect for both the seasoned web professional and beginner alike - A very easy read!
Rating: 5
Summary: The GROK knows all
Comment: This was my third of three copywriting books I read. While actually being the smallest, this book probably had the most content. The beautiful thing is that each topic is in its own small 2-3 page chapter which is very convincing, logical, and easily accesable for further usage.
One of the better internet books on the market.
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Title: Net Words: Creating High-Impact Online Copy by Nick Usborne, Nick Usborne ISBN: 0071380396 Publisher: McGraw-Hill Trade Pub. Date: 26 November, 2001 List Price(USD): $16.95 |
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Title: The Online Copywriter's Handbook : Everything You Need to Know to Write Electronic Copy That Sells by Robert W. Bly ISBN: 0658020994 Publisher: McGraw-Hill Trade Pub. Date: 30 January, 2003 List Price(USD): $19.95 |
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Title: Hot Text: Web Writing that Works by Jonathan Price, Lisa Price ISBN: 0735711518 Publisher: New Riders Pub. Date: 11 January, 2002 List Price(USD): $40.00 |
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Title: Phrases That Sell : The Ultimate Phrase Finder to Help You Promote Your Products, Services, and Ideas by Edward W. Werz, Sally Germain ISBN: 0809229773 Publisher: McGraw-Hill Trade Pub. Date: 11 June, 1998 List Price(USD): $14.95 |
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Title: The Copywriter's Handbook: A Step-By-Step Guide to Writing Copy That Sells by Robert W. Bly ISBN: 0805011943 Publisher: Owl Books (NY) Pub. Date: 01 March, 1990 List Price(USD): $16.00 |
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