Publisher's Synopsis
Since the advent of the Internet and since more and more people are making purchases online, writers have had to adapt to composing copy for the Web. Contrary to what many people think, writing for the Web and writing for print are not the same and involve very different skill sets. Instead of struggling to find the right words, copywriters should read this new book from cover to cover to discover how to write sales-generating copy. This guide will teach you how to make your copy readable and compelling, how to reach your target audience, how to structure the copy, how to visually format the copy, how to forget everything you ever learned about writing, how to pull in visitors, how to convince visitors to buy, how to outline and achieve your goals, how to create a customer profile, how to create a unique selling position, how to include searchable keywords in the copy, how to convert prospects to paying customers, and how to compose eye-catching headlines. In addition, you will learn about the trends in Web-based advertising; the categories of advertising; the important information that needs to be included in your copy, such as what you are selling, what sets your product apart from the competition's, where you are located, what makes your product affordable, and why you yourself would buy the product; writing in the inverted pyramid style; the do's and don'ts of Web-based advertising; and key phrases to incorporate in your copy. We will also provide you with some common mistakes to avoid and tips for writing, revising, and proof-reading. By incorporating the principles in this book, you will take your Web-based advertising copy from boring to brilliant, while boosting your sales and increasing your customer traffic.
