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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.
- Sales Rank: #990144 in Books
- Brand: Brand: Wizard Academy Press
- Published on: 2002-09-15
- Original language: English
- Number of items: 1
- Dimensions: 9.25" h x 6.25" w x .50" l,
- Binding: Paperback
- 176 pages
Features
- Used Book in Good Condition
Review
"...An excellent, practical guide to writing with conversion rates in mind" -- Nick Usborne, Author, Net Words: Creating High Impact Online Copy
"...this is a must have volume." -- Larry Chase, WDFM.com Publisher and Author
"Any business-person who wants to succeed online should read and implement the tactics and strategies found in this book" -- Michael Drew, Entrepreneur Press
"This is the Strunk & White of writing for the web." -- Dan Janal, Founder of PR Leads and Author
"Worth reading no matter what your role in copywriting for the Web." -- Debbie Weil, Editor WordBiz Report
From the Publisher
From the foreword by Roy H. Williams, The Wizard of Ads:
"The internet was a baby born premature. She will certainly survive and grow up to exceed all your expectations, but she must first be given some time to mature. There are some fundamental problems with Internet Marketing that cannot be overcome with simple advances in technology.
What internet marketing needs is people who truly understand the fundamentals of human persuasion and can apply them to the internet. I believe Jeffrey and Bryan Eisenberg have done that in this book."
About the Author
Bryan Eisenberg, Jeffrey Eisenberg and Lisa Davis work with Future Now, Inc.
Future Now, Inc., is based in Brooklyn, NY and was founded in 1998 with the sole purpose of helping clients increase their conversion rates. Future Now shares its unique and proprietary processes and expertise with a broad range of middle-market B2B and B2C clients nationwide by providing training, consulting, speaking, assessment services and publishing. Future Now is also a joint venture partner with the Association for Interactive Marketing (AIM) in the newly formed Interactive Marketing Academy, LLC.
Future Now publishes GrokDotCom.com, the weekly ROI Marketing column in ClickZ and has published two books: " The Marketers Common Sense Guide to e-Metrics" and " Persuasive Online Copywriting". They have been featured speaker at numerous industry events: DMDAYS, @dtech, Search Engine Strategies, Internet Marketing, Internet World, Net.Marketing, DMA Annual &ClickZ Email Strategies. They have been featured in publications such as Publish, Chicago Business Tribune, Inc Magazine, DM News, EDP the Business, MarketingSherpa, the Toronto Star, Ecommerce Guide, InternetDay & Internet Retailer.
Most helpful customer reviews
3 of 3 people found the following review helpful.
Enduring Value
By Charles Thrasher
Persuasive Online Copywriting isn't a very big book (176 pages) and it's not a very new book (first printed in 2002) but the fact that it remains one of the standards of online copywriting speaks to its enduring value. That and the fact that copies on Amazon begin at $79. (Is that a misprint? $79? The cover price on my paperback from the second printing was only $18. Who knew it was an investment opportunity?)
Upside
* It's as relevant now as when it was first written.
* It has value for online copywriters, web and product managers.
* It's short, concise, and readable.
* It provides a starting point for AB and multivariate testing of your content. If that sounds completely foreign to you, read Landing Page Optimization by Tim Ash.
Downside
* There's no index. Really, every technical book should have a competent index.
* Unless you can remember Iron Butterfly's 17 minute drum solo from In-A-Gada-Da-Vida, you're probably not going to grok as much as the authors might like.
The book is an excellent example of its own advice. It's short but long enough, engaging, and moves the reader effortlessly from one page to the next - exactly like a website. Its message can be encapsulated in a single word: relevance.
"Speak to the dog, in the language of the dog, about what matters to the heart of a dog." Amazon missed identifying that quotation as a statistically improbably phrase but it's one of the most memorable from the book. It's a graphic metaphor for relevance.
The success of online marketing is driven by relevance. Relevance depends upon delivering the right content to the right customer at the right time. It depends upon recognizing your customers goals, fears, foibles, and conceits. You can't begin to write relevant content until you know your audience. This book won't tell you how to acquire customer intelligence but it will tell you what to do with the intelligence once acquired.
The Brothers Eisenberg know their stuff. They've been around just short of forever, at least since the 60's if their fondness for the word "grok" is an indication. I daresay many of the current generation have never read Robert Heinlein's Stanger in a Strange Land. I may be wrong. Heinlein's book has 538 reviews on Amazon; King James' translation of the Bible has only 255. Back in the day, however, it was highly relevant.
7 of 7 people found the following review helpful.
Excellent Book for Increaseing Online Conversions
By Stoney deGeyter
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.
8 of 8 people found the following review helpful.
A must for anyone involved with copywriting for the Web
By Manny Hernandez
After a few years writing and managing copy and content for the web, I've run into a few good references. In terms of the copy basics you need to dominate to increase conversion rates for your web site, this book is it. "Persuasive Online Copywriting" takes you gradually from copy writing techniques and general do's/don'ts (for example, focusing on benefits, not features, when writing copy) into the specifics of writing successful copy for the Web to convert visitors into buyers and have them come back.
There is no magic trick here. At the end of the day, some of the very concepts that would apply offline are still valid online. But Eisenberg and company are very effective at packaging them in a way that comes in very handy for online copywriters. An absolute must for people specializing in copy, as well as SEO, producers and content managers at large.
See all 27 customer reviews...
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