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Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy Every Time Paperback – June, 2004

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Editorial Reviews


All who are interested in making their communications more effective should read it.”

-Journal of Consumer Marketing

Book Description

"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!"


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Product Details

  • Paperback: 288 pages
  • Publisher: AMACOM; 1st edition (June 2004)
  • Language: English
  • ISBN-10: 0814472494
  • ISBN-13: 978-0814472491
  • Product Dimensions: 9.2 x 7.4 x 0.8 inches
  • Shipping Weight: 1.6 ounces
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (83 customer reviews)
  • Amazon Best Sellers Rank: #930,776 in Books (See Top 100 in Books)

More About the Author

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Customer Reviews

The book was easy to read, smooth, and very helpful.
Ash Buckles
I highly recommend this powerful book to all copywriters and anyone who needs to write copy for the Web.
Susanna Hutcheson
Maria Veloso's book, "Web Copy That Sells," is a godsend.
Gene Pepper

Most Helpful Customer Reviews

93 of 94 people found the following review helpful By Amazon Customer on August 30, 2005
Format: Paperback Verified Purchase
Ms. Veloso is a specialist in writing the kind of copy which sells online courses and other one-per-website items. Because these items often have high selling prices, they take a lot of long, intense, hard selling to convince buyers to pull the trigger. If you're trying to sell a book, course, get rich quick scheme, diet plan, etc., this book will give you great advice on how to write hard-hitting sales copy.

However, if you, like me, wanted advice more about selling a bunch of products in a more traditional e'commerce catalog with hundreds of products, you won't find such info here. SOME of what she says applies to that type of writing, but if I were to use her hard-hitting sales techniques on my customers, it would put them off and make my site seem a little too miuch like a used car lot. A better choice: Catalog Copy That Sizzles by Herschell Gordon Lewis. Also Persuasive Online Copywriting by Bryan and Jeff Eisenberg will give you much of the same information but without the hard sell.

Now, that said, Veloso does give lots of information about the psychology of sales that is helpful (so do the Eisenbergs in their book Call To Action). And there are many, many tips here for other kinds of e'commerce that work WITH a catalog, partuclarly email, autoresponders, SIG files, how to avoid SPAM blockers, etc.

My goal for any business, advertising, or marketing book is to get at least one solid idea that I can put into practice...if I get at least one, the book was worth the cost. And I got a lot of "keeper" ideas from ths book. Also, I judge books by whether I feel like selling them on Amazon afterwards or whether they stay on my bookshelf as a reference. This one will stay on the shelf.
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90 of 93 people found the following review helpful By Susanna Hutcheson TOP 1000 REVIEWER on January 20, 2005
Format: Paperback Verified Purchase
I just finished reading Maria Veloso's book, 'Web Copy That Sells.' This book provides the unique skills and techniques that enable a copywriter or anyone who writes online copy to flat out sell like never before. These techniques are so powerful and dynamic it's hard to believe.

Having said that, I have to add that in my opinion, Maria's method of writing Web copy would not work for every site or product. There is not a set pattern or template that fills the bill for all sites.

For example, she proclaims that the "editorial" style of Web site copy produces the most business. This is indeed a clever tool on "some" sites. But not all. It won't work on all sites and is too awkward for some.

She also likes to use "involvement devices" on her sites. I agree that these are useful on some sites. But I noticed on one of her sites that you "involve" yourself by ticking off your desired answer only to have your e-mail client pop up. This is not good usability --- people want to know and should know when they're about to submit an e-mail. They may opt not to do that and they should know before they click the box what's going to happen.

There are a few other things of this nature that I don't buy into. But, for the most part, this is a valuable book because it offers ideas that are fresh and not readily available and that most people will find exceedingly useful.

I suggest you buy the book and take from it what will work in your own personal situation but don't take everything as "gospel".

Maria Veloso has put together a wealth of knowledge that has not been made available before as far as I know. I've read all the books on online copywriting and a few offered some valuable help and ideas.
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73 of 78 people found the following review helpful By J. Martin on June 30, 2005
Format: Paperback
Reading all these rave reviews, I bought the book, and I have to admit I was quite torn---between being pulled in and dragged down. Why? Let me explain. ;-)

When I became a freelance copywriter, I checked out every useful book and article on writing techniques I could lay my hands on, and for direct response marketing, I got thoroughly enchanted by Joe Sugarman’s "Advertising Secrets of the Written Word."

Now, Maria Veloso’s definitely good at what she does, and good at how she teaches what she does: applying direct response writing techniques to the Internet. There are some drawbacks, though. You're pulled in into the realms of thrilling writing techniques, but also deeply into the hyperbole world of dramatic sales boosts, incredible cost cuts, the truth about hair growth, weight loss, and killer marketing secrets "they" don't want you to know about---so much so that at some point you begin to feel like wanting to come up for some air. "Air" meaning two things: transforming and applying these techniques to, how should I put it, more "upmarket" products and services, and a bit more reflection on the ethics of writing than just mentioning it from time to time. If you think you can't merge killer writing techniques with upmarket products and lots of ethics into the bargain, then I urge you to read Sugarman!

Another drawback is, with the way Veloso presents her techniques, the danger of spawning legions of "copy clones" looms large. Try and check out her reference Web sites, the testimonials' Web sites, and the copywriters' Web sites who apply her techniques, and you'll see how important it is to _not_ simply take these techniques as a ready-made formula to build your house of words.
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