Follow the Author
Hot Text: Web Writing that Works 1st Edition
Attention, Web writers! This book will show you how to craft prose that grabs your guests' attention, changes their attitudes, and convinces them to act. You'll learn how to make your style fast, tight, and scannable. You'll cook up links that people love to click, menus that mean something, and pages of text that search engines rank high. You'll learn how to write great Web help, FAQs, responses to customers, marketing copy, press releases, news articles, e-mail newsletters, Webzine raves, or your own Web resume. Case studies show real-life examples you can follow. No matter what you write on the Web, you'll see how to personalize, build communities, and burst out of the conventional with your own honest style.
From Library Journal
Copyright 2002 Reed Business Information, Inc.
Inspiring, authoritative, fun, and personalHot Text is an instant classic. -- Rich Coulombre, Principal, The Support Group, Needham, Massachusetts
This is the best web writing book around, with excellent coverage of history, theory, and application. -- Muriel Zimmerman, Coordinator, Programs in Technical Communication, University of California, Santa Barbara
Warm, informative, conversational, inspiring, and honest, this book gave me great ideas and models without feeling like a lecture. -- Colombe Leland, Web writer, newspaper editor, Albuquerque, New Mexico
Why is online writing so bad? Probably because books like this haven't been available until now. Buy it. Read it. -- Seth Godin, Author of Survival is Not Enough, Permission Marketing, and Unleashing the Idea Virus
- Publisher : New Riders; 1st edition (January 11, 2002)
- Language : English
- Paperback : 528 pages
- ISBN-10 : 0735711518
- ISBN-13 : 978-0735711518
- Item Weight : 1.85 pounds
- Dimensions : 7.35 x 1.2 x 9.1 inches
- Best Sellers Rank: #3,776,455 in Books (See Top 100 in Books)
- Customer Reviews:
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The book is at its best in the section aptly titled "Write Like a Human Being." Here, you'll find dozens of practical tips and techniques for Web copywriting. From "Shorten That Text" to "Write Menus That Mean Something," the Prices not only tell you how it's done, but demonstrate it in "before and after" samples. And each tip is evaluated in an "Audience Fit" grid that assesses how well it suits various types of site visitors. These five chapters alone (covering nearly 200 pages) are worth the price of the book.
Hot Text is much more than a style guide. Another 150 pages discuss how to write for the various genres found on the Web--help text, FAQs, marketing copy, PR and news releases, 'zines, e-mail newsletters and (yes) Weblogs.
Throughout, the book is extensively supported by a wealth of useful references (many of them available online) and pertinent callout quotations. And just when you think there couldn't be any more good stuff, you'll find helpful information on how to find a job as a Web copywriter.
I have two major quibbles with Hot Text. For a book that emphasizes clarity of expression, it begins on an odd foot. After a brief introduction to some general principles of Web-writing, it jumps into a discussion of object-oriented writing that is bewildering to novices. The normally crisp text slows to a snail's pace as they wax a little too theoretical. Don't get me wrong--this is important stuff, but it is the least successful part of the book.
Second, as an information architect and Web writer, I'm intimately aware of the strong connection between information architecture, user interface, menus and text. Attempting to draw clear boundaries between them is well-nigh impossible.
Unfortunately, the Prices cross those lines too often by assigning IA tasks--for example, menu structuring and user personas--to the copy writer. While I'm certain that many Web writers are indeed saddled with such chores due to budget limitations, IA activities are best left to those with the appropriate training and experience. Yet "information architecture" isn't even included in the index! The Prices' readers would be better served by a chapter or two on the makeup of Web project teams and the central role of collaboration in site development.
Keep these in mind and Hot Text will find itself a well-thumbed addition to your bookshelf.
I do think, however, that the book is written in a style that is rather confusing and unappealing. I think this comes from the authors trying to be all things to all people.
But this book hits on topics that the lesser books such as Net Words fail to cover. In their zest to get to market and gain new clients, those authors write lots of puff and little meat.
Hot Text offers the meat. So if you only buy one book on online copywriting and usability, make it this one. It doesn't cover everything but it gives you the basic background and the knowledge to do a good job on creating a useful Web site.
This book is suited for beginners or more experienced people who write for the web or would like to. But it is better suited for those with very little experience or who want a reminder of what works and what doesn't.
Those with a lot of experience will quickly do a read-through and pick up a few good ideas and be done with it. But even that is worth the cost of the book.
I highly recommend this book to those people who need the information the most.
Susanna K. Hutcheson
Owner and Executive Copy Director
If you haven't read Krug's book, "Hot Text" will be a good starting point for you. It contains a lot of information, it also contains some good resources.
I also have to say that I agree with an earlier reviewer--the photographs (which look like poor black & white photocopies) are strange. Example: Chapter 8, Idea 4: Build Chunky Paragraphs! The photograph shows a middle-aged man holding a small bowl or cup up to his mouth. He's looking off-camera; his right hand is by his mouth but I'm not sure why. Maybe he's eating some chunky soup? But what does soup have to do with paragraphs? It's a small detail, these photographs, but they detract from the overall professionalism of the book for me.
1. Detailed instruction for every conceivable page of Web site content.
2. Super tips and insight on PR content and dealing with editors and publishers.
3. The history of HTML (very cool!)
4. All sorts of useful style tips.
5. How to write your resume.
6. How to get a job.
7. Hundreds of online resources.
The writing (needless to say?)is clear, concise, and conversational. Had the book been written in 2006 instead of 2002, I'm sure the authors would have thrown in much more about blogs. Other than that, the material seems to be up to date.
This book is worth every penny!
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Reviewed in Canada 🇨🇦 on September 14, 2018