Net Words

Advertising and promotion professionals have long known that, while bells and whistles may grab a customer's attention, words make the sale. Yet, nearly a decade into the Web revolution, E-commerce professionals are just now waking up to the fact that the usual high-tech, graphics-heavy approach to site design is bad for business.

Net Words explores the reasons why and makes a strong case for a revolutionary new approach to copywriting tailored to the unique demands of a powerful new medium. With the help of dozens of examples of successful and unsuccessful on-line writing, author Nick Usborne shows readers how to harness the power of the written word for the Web. Readers learn how to imbue a business with a distinctive on-line "voice" and use it to forge lasting bonds with customers, increase market share, and close sales.

Contents

Foreword

Acknowledgments

Introduction

Chapter 1 : Everything changes online
Chapter 2 : Allow copywriters to do great work
Chapter 3 : Only words will set you apart
Chapter 4 : The velocity of words
Chapter 5 : Words build relationships
Chapter 6 : Can the web be a store ?
Chapter 7 : Close the sale
Chapter 8 : Think like a direct marketer
Chapter 9 : Email-where copy is king
Chapter 10 : The language of personalization
Chapter 11 : Service with a smile
Chapter 12 : Writing newsletters
Chapter 13 : Copywriting online is different
Chapter 14 : The heart of a great copywriter
Chapter 15 : 10 easy wins with strong copy
Chapter 16 : An online writer's manifesto

Index