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Net Words: Creating High-Impact Online Copy, by Nick Usborne. 2002. New York, NY: McGraw-Hill. 249 pages, Soft Cover, $16.95
Intended Audience: B, C, D, F, G, H, I
Major Headings from Table of Contents:
Everything Changes Online; Allow Copywriters to Do Great Work; Only Words Will Set You Apart; The Velocity of Words; Words Build Relationships; Can the Web Be a Store? Close the Sale; Think Like a Direct Marketer; Email-Where Copy is King; The Language of Personalization; Service with a Smile; Writing Newsletters; Copywriting Online is Different; The Heart of a Great Copywriter; 10 Easy Wins with Strong Copy; An Online Writer's Manifesto.
Words really do make a difference, and words written for online copy are read by millions and millions of people all over the world. If you are using e-commerce to market a service or product, you would be wise to pay close attention to the words you are using to differentiate yourself from your competitors. If you are writing an online newsletter, your probability for success increases if you are offering your customers valuable information in a format that is engaging and relationshiporiented. And for the millions of us who write emails, our purpose must be clear, our tone personal, and our message to the point. Don't walk, run! Find a copywriter who understands how your company's voice can connect with the online audience. When you discover this talented person, invite him or her to be a strategic member of your web development team. It may be the best investment you'll ever make. Companies who "get it" are companies who are connecting with their audience. When those types of connections occur, something really exciting begins to happen!
The top five things you learned from reading this book:
1. Companies must balance the scale and pay just as much attention to the message they are delivering online as they are to the technology they are using to deliver that message.
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