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Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy Paperback – April 29, 2009
There is a newer edition of this item:
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When it comes to copy, what works in the brick-and-mortar world does not necessarily grab Web consumers...and with new developments like social networks, blogs, and YouTube, the strategies that worked even a few years ago are unlikely to attract people’s attention. Completely updated for the current online marketplace, Web Copy That Sells gives readers proven methods for achieving phenomenal success with their online sales and marketing efforts. Readers will learn to:
• write irresistible Web copy, e-mails, and marketing communications
• quickly turn lackluster sites into “perpetual money machines”
• streamline key messages down to intriguing “cyber bites”
• use the psychological tactics that compel Web surfers to buy
Featuring updated strategies for communicating and selling in the continually evolving landscape of Web 2.0, the second edition unlocks the secret to turning today’s online prospects into paying customers!
From the Inside Flap
There are more than 175 million websites on the Internet clamoring for attention, and, like yours, millions of them are trying to sell something. When it comes to writing marketing copy, what works in the brick-and-mortar world doesn’t necessarily grab Web consumers. And with developments like social networks, blogs, and YouTube, the strategies that worked even a few years ago are unlikely to attract people’s attention.
Building on the revolutionary model of Web copywriting presented in the first edition of this book, this revised edition of Web Copy That Sells reveals Maria Veloso’s unique Trifecta Neuro-Affective Principle for the first time—which changes the minds of prospects in favor of your product or service, and accelerates their decision to buy whatever you’re selling. Veloso also introduces the concept of cyber bites, digestible morsels of copy that have a sales-advancing impact and are capable of creating significant buzz for any product or service. These two additions alone make this new edition a valuable resource not just for online marketers and copywriters but for anyone who sells anything—either on or off the Web.
One of the most widely acclaimed Web copywriters in the world, Maria Veloso also reprises her revolutionary copywriting approach based on five simple questions, which, when answered, make the copy practically write itself. Completely updated for the current online marketplace, this book provides powerful copywriting strategies that have been proven time and again in the e-commerce arena. Veloso crams all the information from her 12-hour, live seminars costing $997 into a comprehensive book that will help you to:
- Write sizzling and irresistible Web copy, e-mails, and marketing communications.
- Quickly turn any lackluster website into a “perpetual money machine.”
- Use hypnotically persuasive language and psychological tactics to compel Web surfers to buy.
- Avoid the most common mistakes that can wipe out your sales.
- Use cutting-edge approaches to drive traffic to your website, and easily land page-1 Google rankings for your business in record speed.
- Streamline your marketing message down to a powerful “cyber bite”—and significantly shorten the process of making an online sale.
- Keep abreast of the new rules for e-mail marketing and learn strategies to prevent your e-mails from getting blocked as spam.
- And more!
Featuring updated strategies for communicating and selling in the continually evolving landscape of Web 2.0, this second edition unlocks the secrets to turning today’s online prospects into paying customers!
Maria Veloso is Director of Web Copywriting University, a sought-after speaker on Internet marketing strategies, and former Director of Creative Web Writing for Aesop Marketing Corporation. A 32-year copywriting veteran, she has generated millions of dollars in online sales for a diverse stable of clients through her unique model of direct-response Web copywriting. She lives in Los Angeles and can be reached at:
- Publisher : AMACOM; 2nd edition (April 29, 2009)
- Language : English
- Paperback : 336 pages
- ISBN-10 : 0814413048
- ISBN-13 : 978-0814413043
- Reading age : 18 years
- Item Weight : 1.41 pounds
- Dimensions : 7.5 x 1 x 9 inches
- Best Sellers Rank: #3,021,976 in Books (See Top 100 in Books)
- Customer Reviews:
About the author
Top reviews from the United States
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Still, the knowledge Maria shares is excellent, It is also a great book to use as reference and Maria does succeed in conveying this approach of web copy that will without a doubt change the way you will write on your website forever.
The lower rating is ascribed to all the broken hyperlinks and the products typically used. Although I know it works, I am by now steering away from any headlines that makes promises which just 'sounds to good to be true'. I have became immune and resistant towards that. If I read headlines such as "How a Simple Formula Has Been Scientifically Proven to Cure Cancer and Virtually All Diseases", I don't believe it for one second and I simply click away. Granted - if this work for the majority of readers and is tested as being powerful, it does need to be given credit. For this reason I will nonetheless recommend this book to many others.
Some of the commenters point out that the layout of the book is somewhat drab - and I guess that's true. They also point out that some of her clients sound rather sleazy - "One Minute Cures for Cancer and Virtually All Diseases" - and that's true.
But I didn't buy her book to judge her clientele, and I think her wording overcomes any concern I might have about the book's layout.
My main peeve is the name she's given to one of her pet theories: "Trifecta Neuro-Affective Principle." Is that a sexy title or what?! Somehow it just doesn't grab me. I think it needs a rewrite, Maria.
But all in all I think the book is a good read and I'm glad I bought it and read it, and I'll probably re-read it.
I took the time to go through it and highlight the best pieces of information and at times wondered if I should just dip the book in highlighter ink.
I can't wait to try out some of the theories in my own writing.
Definite recommendation and if a fourth edition comes out, I would definitely pick it up.
It points out that readers read Web Copy differently then the way we used to. Excellent book.
Top reviews from other countries
Writing for the Internet is different from writing long form sales letters. It's much easier to get people to start reading but, with plenty of other information a couple of clicks away, it's much harder to keep them reading.
We've also seen two versions of the slower sales build_up approach with regular messages after an email address is captured and the "sideways sales letter" approach used with product launches, packed with Cialdini's factors of influence.
It isn't a terrible book but it didn't become a go to resource and it didn't survive one of my periodic culls to the charity shop.
Paul Simister, a business coach who helps business owners who are stuck, get unstuck.
Direct response marketing is a strong "push" marketing technique - you want to get your message out there, and make people buy your products. It has a long history and has built up a sizeable body of tenets on how things should be done, as well as anecdotes from marketing giants of the past.
Then, about ten years ago, marketing professionals started to think that these ways are not applicable on the web, for a number of reasons. Additionally, most customers and prospects now have a degree of immunity to strong, traditional marketing messages.
Since then, many books have been written on web marketing and other digital media. It's a very different, softer, more informative approach in which people are encouraged to opt-in to product information. This approach also has accumulated a body of proven marketing techniques.
And now we have Social Networking too, which has everyone excited, but has yet to find a successful vehicle for marketing. Rather like a cat looking at a bird in a cage, marketers are hungry to sink their teeth into all those millions of Social networking punters. But nobody is quite sure how. Intrusion and brassy commercial messages do not work. So most marketers and consultants are content to dabble a corporate toe in the water, with a view, perhaps, to establishing "thought leadership" or gaining a respected voice amongst online communities. That's the sort of idea.
And therein is a problem with this book. It shows its heritage in direct response marketing (especially in print), and it doesn't sit comfortably with the ways of thinking about online marketing. To be fair, I've yet to see a successful synthesis of these two approaches to marketing. I'm not at all sure they can be brought together. There's a fundamental difference in philosophy between the two.
The book has the feel of being patched up, and perhaps in need of a fundamental rethink and rewrite.
I also detected what seems to be a contradiction. On page 32 the budding copywriter is told to copy successful ads by hand, so that the wording and style become infused in their way of thinking. And then on page 43 we're told that we must not copy the style of other copywriters but must find our own voice. Perhaps I am nit-picking, but I think the actual wording used makes the contradiction seem even stronger.
This book says all the right things, and has some nice summaries of direct response marketing practises. I'm just not sure you could actually apply everything in practice. As someone who has read quite a bit from both sides of the marketing fence - direct and informative online, push and pull, intrusion and permission-based approaches - there is a distinct feel for me that this second edition of the book is just an attempt to keep the book current and afloat in a sea of changing practice and opinion. As such it seems a confusing mixture.
It has three useful chapters. Chapter 5 covers neurolinguistic (NLP) techniques and other legerdemain used in sales patter, presentations and law courts to slip people a mickey - making ideas seem like established facts when they are not, etc. Chapter 9 makes the very valid point that B2B sales is a very different beast from consumer sales and marketing. Chapter 10 explains how Web 2.0 has completely broken the established direct response marketing rules. This latter chapter pretty much says that all the preceding chapters are wrong, and the advice given and techniques adduced in them do not actually work on the web!
You might be better off buying two seperate books: one specifically about direct response marketing, and another about the "rules" of online marketing - likely to be less confusing.
My favourite book about copywriting for an online audience is probably "letting go of the words" by Janice Redish, though this covers more than just marketing. "The copywriters handbook" by Robert Bly is a pretty good intro to direct response copywriting. On direct response marketing in general, I always rather liked Drayton Bird's "Commonsense direct and digital marketing", though this has signs of patching applied too.
Take care though - there are some shockingly bad marketing books out there: some that regurgitate the same old and outdated tat, and are really nothing more than some marketing consultant's effort to add the word "author" to their CV.
I've read half of it in about 90 minutes, it's a fun read, and it's opened my eyes to all the ways my website wasn't attracting people, and how to make simple changes to turn that on its head.
And ditto re my ezine and my mailing list.
The title and blurb are very sales-focused, nothing wrong with that of course, I welcome more sales, I also like the book because it helps me understand more about people and their behaviour and mind-sets.
Lots of people put tons of effort and money into gaining web traffic, but what's the point of that, when if people arrive at your website, it's not communicating with them so that they understand your product/service, like the sound of it, feel they can trust you, and either sign-up for your list or buy from you then and there? They won't be coming back if you don't grab them straight away and keep them interested.
This books makes all that possible.
But my biggest issue with it is the incredible examples used, which in my opinion really rob it of credibility. As soon as "Energy Psychology", a cure for 'all illnesses' is used as an example of a stunning bit of copywriting, you've lost me. Another example is an 'incredible weight loss cure' with no need for exercise, dieting or pills. Maybe we've all become a little more savvy in the years since this book was written, or maybe that sort of marketing campaign is less frowned upon across the pond - I don't know.
I'm giving this two stars because there are some nuggets of useful advice in here - but boy, do you have to wade through a lot of nonsense to find them.