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.
The Complete Guide to Writing Web-based Advertising Copy to Get the Sale 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 proofreading.
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.
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Table of Contents
Knowledge Is Power 17
Copywriting [kop-ee-rahy-ting] 19
It Is All About the Business 29
The Creative Brief 49
How to be Creative 59
How to Write Copy for Various Online Media 77
Extra, Extra Read All About It 79
The Other Copy Elements 93
Your Web Site 109
Home Is Where Your Web Site Is 117
Behind Your Web Site 135
Send & Receive 143
Types of Online Advertisements 175
Reaching Your Target Market 215
Designing 101 for Copywriters 241
Where to Go From Here 257
What to Look for in a Copywriter 259
Finding Copywriting Jobs 269
Author Biography 285
Most Helpful Customer Reviews
Poorly written and no real content to use. Very disappointed.
Poorly written and no real content to use. Very disappointed.
This book is exceptional; Taylor gives the reader insight on how to compete in the world of copywriting. The author gives the reader lots of information about the copywriting industry with page turning chapters. Taylor goes on to explain what one needs from the clients and how to ensure they get what they want in there advertising needs. The author does a good job of walking you through the creative process of writing copy along with pointers on email campaigns. In this book you will find an abundance of testimonials form experienced freelance copywriters that give insight into the business. When looking through there are plenty of website of companies that will benefit all copywriters. This book is good for anyone who is just starting out in the copywriting business. This book may also be beneficial for anyone who wants a refresher course in the business as well. Following all the information about the business the Author gives insight on how to pursue copywriting jobs via the web. I would highly recommend this book to anyone who is trying to break in the freelance copywriting business.
I can easily recommend Vickie Taylor¿s book Writing Web-Based Advertising Copy to Get the Sale. Taylor did her homework and her book is packed full of great tips and info. There is so much great info that the book can almost be treated like a school textbook or reference book. While reading, I found it helpful to keep a notebook beside me, making sure to write down Taylor¿s important and useful check lists and ideas. Also, I thought the interspersed ¿case studies¿ of professional copywriters were very helpful. It didn¿t hurt that Taylor was interviewing people who can write well. Their answers were wonderfully informative and clear.
Another feature of this book: no matter how complex or advanced the material, Taylor¿s style and tone created a clear and engaging delivery. Even the newest copywriter will feel at ease with Taylor. Her writing is intelligent and knowledgeable without talking down to the reader. It¿s obvious Taylor is as curious, inquisitive and capable as the copywriters she¿s mentoring with her book.
The book¿s only drawback is its title. The book claims to be about writing copy for the web. The foreword is written by a web copywriter about being a web copywriter, and the bulk of the book does focus on web copywriting. Some sections, however (¿online advertising,¿ ¿meta tags¿ and ¿hiring a copywriter,¿ for example) seemed more geared towards a business owner, rather than a copywriter, and the book¿s focus is subsequently lost in a few places. These extraneous topics could have more appropriately appeared in a book titled ¿How to Promote Your Business in The Digital Age.¿ Granted, these topics are at least distantly related to the copywriting focus, and, like the book¿s other sections, are smartly presented. Also, Taylor including a little too much good info¿rather than too little¿is an easily forgivable misstep that is perhaps merely a result of her being intensely enthused about her subject, which is also a good thing.
This book is excellent! Vickie Taylor reaches out to the reader and pulls them into the world of copywriting. She shares so much informative information about the copywriting industry in every chapter. Vickie explains what you need from your clients and how to give them what they want she walks you through the creative process of writing copy as well as gives pointers on SEO and email campaigns. Throughout the book you will find plenty of testimonials from experienced freelance copywriters that give you insight into the business. You will also find tons of website address to other companies that will benefit any copywriter. This book is perfect for beginners and for those that need a refresher course in copywriting. After learning, or relearning, the informative information in side the first two sections of the book the Author helps you to find your path to copywriting jobs on the web. I recommend this book to anyone trying to get started in freelance copywriting.