The Online Copywriter's Handbook : Everything You Need to Know to Write Electronic Copy That Sells (Paperback)

by Robert Bly (Author) "IN THE WORLD of offline direct marketing-the world I come from-copywriters are high on the totem poll..." (more)
Key Phrases: online writers, landing page, splash pages, United States, Network Solutions, Fog Index (more...)

Editorial Reviews

Product Description
The Web has developed its own set of rules and attitudes for writing hard-hitting marketing copy. Robert Bly's The Online Copywriter's Handbook is the first practical and authoritative guide to what exactly those rules are and how they differ from writing for print audiences. From novices just taking their first copywriting steps to veterans looking to add impact and results to their online efforts, it covers everything from general fundamentals of writing effective copy to specific Web copywriting tips and traps.

From the Back Cover
Today's #1 copywriter shows you how to grab attention and drive sales with customer-focused, results-based Web copy

In The Online Copywriter's Handbook, Robert Bly--one of the world's most honored copywriters and the bestselling author of The Copywriter's Handbook-- turns his attention to the unlimited marketplace of the Internet. The result? The first book to apply long-established persuasive techniques to the interactive capabilities and unique possibilities of the Web.

While the psychological hot buttons and decision drivers may be similar, the techniques of persuasion online are different--often dramatically different! Look to The Online Copywriter's Handbook for inside tips on how to write brilliant copy for:

• Websites
• Home pages
• Internet direct mail
• Banner ads
• Landing pages
• E-zines
• Web-based documents
• And more!

Let today's master copywriter show you how to take your online copywriting to the next level of effectiveness, success, and profitable results!

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Product Details

• Paperback: 336 pages
• Publisher: McGraw-Hill; 2 edition (January 30, 2003)
• Language: English
• ISBN-10: 0658020994
• ISBN-13: 978-0658020995
• Product Dimensions: 8.9 x 5.9 x 0.8 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 3.5 out of 5 stars See all reviews (19 customer reviews)
• Amazon.com Sales Rank: #258,099 in Books (See Bestsellers in Books)

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Customer Reviews

Most Helpful Customer Reviews

42 of 43 people found the following review helpful:

1.0 out of 5 stars Weak, Lacking Depth and Dated material, January 1, 2005

By	Wendell Waldron (Richmond Hill, On, Ontario Canada) - See all my reviews (REAL NAME)

I've read many books in this segment and I would strongly recommend reading Hot Text: Web Writing that Works or Networds. Robert Bly is a "print guy" that thought it would be interesting to write a book on electronic copy. I would say that the first half of the book is written by supposed experts in on-line marketing. The book is crowded with all sorts of references to other people's work. This leads to a very choppy style of reading in my opinion. The author uses case studies from work that he has already completed but rarely does the content match the electronic world. For a book that is written in 2003, the data is incredibly dated. The author is comfortable with using data from 1996 in a book that talks about the ever changing environment of On-Line marketing. Most of the data regarding internet statistics was incredibly dated. The author talks about the principals of good copy writing but rarely goes into any depth with regards to examples of the principals. I found the writing to be lazy to say the least. Clearly this author is capitalizing on the interest of electronic copy. Take out the experts that know about on-line marketing, you're left with an incredibly weak book. Although there are is a lot of expert reference, rarely do the experts go into any depth with regards to their arguments or points. If this book is the only book that you are exposed to within this segment; you might be left thinking that you read an average book. When you compare the book to other books in the same segment, it simply doesn't compare. Not a good book.

45 of 47 people found the following review helpful:

4.0 out of 5 stars Adequate but not filling, November 3, 2003

By	A. M Wall "SEO Junkie..." (state college, pa United States) - See all my reviews (REAL NAME)

Bob Bly is not a super exciting writer. He describes his own writing as down to earth. There are many gereral details and tips in this book, but if failed to grab me.

I have also read Net Words and Persuasive Online Copywriting. I would recommend either of those books over this, especially Persuasive Online Copywriting.

This book is a step in the right direction, I just think it was done better in the others.

32 of 37 people found the following review helpful:

2.0 out of 5 stars the title of the book is misleading, August 21, 2003

By	Sergio Beristain "xyztheweb" (Brussels Belgium) - See all my reviews

I have always wanted a guide for writing online. Unfortunately the closest I have come up with is usability's guru: Jacob Nielsen.
Thinking of this book as "copywriting online guide" I thought I have found my solution. Unfortunately, I realized soon that this book is more about marketing online that about writing for the web. It will help you sell, but its only chapter "writing for the Internet" is not the ultimate guide of writing online.