Just as technology is constantly evolving, author Maria Veloso approaches marketing communication from a posture of newer, faster, and more effective techniques. Veloso provides both timeless and cutting-edge methods to help content marketers achieve phenomenal success. With the rise of social networks, "Twitterized" attention spans, and new forms of video content, marketers' online sales techniques need an upgrade. In Web Copy That Sells, you'll gain tips for: crafting attention-grabbing, clickable, and actionable content;learn how to streamline key messages down to irresistible "cyber…mehr
Just as technology is constantly evolving, author Maria Veloso approaches marketing communication from a posture of newer, faster, and more effective techniques.
Veloso provides both timeless and cutting-edge methods to help content marketers achieve phenomenal success. With the rise of social networks, "Twitterized" attention spans, and new forms of video content, marketers' online sales techniques need an upgrade.
In Web Copy That Sells, you'll gain tips for: crafting attention-grabbing, clickable, and actionable content;learn how to streamline key messages down to irresistible "cyber bites" for highly targeted Facebook ads and interactive web banners;discover the latest psychological tactics that compel customers to buy;and learn how to write video scripts that sell. Whether your focus is on web copy, email campaigns, social media, or any of the other latest and greatest opportunities for lead generation through digital marketing communication, these tips will help you pack a fast, powerful, sales-generating punch.
MARIA VELOSO is director of Web Copywriting University, a sought-after speaker on Internet marketing strategies, and CEO of Think-Outside-the-Book Publishing. She has generated millions of dollars in online sales for a diverse stable of clients as well as her own online enterprises through her unique model of direct-response Web copywriting.
Inhaltsangabe
CONTENTS Foreword xix Acknowledgment xxiii Introduction to Third Edition xxv 1 GETTING STARTED: THE DYNAMICS OF WEB SELLING 1 Three Fundamental Rules for Writing Web Copy That Sells 3 Rule 1: Don't Make Your Website Look Like an Ad 3 Rule 2: Stop Readers Dead in Their Tracks 7 Rule 3: Capture E-Mail Addresses 9 The First Look 11 Web Copy Dos and Don'ts 14 Reading on the Web 18 Words Tell, Emotion Sells 19 How to Become a Great Web Copywriter in Five Hours or Less 22 2 A SIMPLE BLUEPRINT FOR WRITING KILLER WEB COPY 23 Creating the Blueprint: Five Simple Questions You Must Ask 25 Question 1: What Is the Problem? 25 Question 2: Why Hasn't the Problem Been Solved? 26 Question 3: What Is Possible? 26 Question 4: What Is Different Now? 27 Question 5: What Should You Do Now? 27 The Anatomy of the Blueprint 27 Putting the Blueprint to Work: Five Easy Steps to Making Your Web Copy Sell 32 Step 1: Inject Emotion 33 Step 2: Add Bullet Points, Bonuses, Guarantee, and Close 35 Step 3: Add Credibility- Building Elements 38 Step 4: Add Psychological Devices and Involvement Devices 39 Step 5: Replace Rational Words with Emotional Words 40 Reinforcing the Framework: A Summary 43 3 CRAFTING YOUR COPY 44 Constructing Your Web Copy 44 The AIDA Principle 45 The Unique Selling Proposition 46 Making an Impression: The First Paragraph 48 The Offer You Can't Refuse 48 Testimonials: Effortless Selling 50 Talking About Money: How to Introduce the Price 54 The Minor- Purchase Technique 55 The Daily- Cost Technique 55 Keep on Selling: Writing the Order Form 56 The Money- Back Guarantee: A Deal Maker 57 The Close: Signing on the Dotted Line 58 The Call to Action 59 Get a Calling Card: The Opt- In Mechanism 59 How to Construct a Riveting Headline 63 What's in a Headline? 64 The Building Blocks of Winning Web Headlines 66 Choosing Your Words: Tips, Terms, and Concepts 70 Words to Avoid in Your Web Copy 71 Words to Use in Your Web Copy 72 Dos and Don'ts of Web Copywriting 75 The Long and Short of It: How Long Should Web Copy Be? 81 How Well Does Your Website Sell? 83 Formula for Mathematically Measuring the Selling Quotient of Web Copy 83 4 E-MAIL MARKETING: THE INTERNET'S KILLER APPLICATION 88 Traffic Conversion: Turning Visitors into Customers 88 Wagging the Website 89 Why Your E-Mail May Be More Important Than Your Website 90 The Frame- of- Mind Marketing Method for Writing E- Mails 93 Breaking the Sales Barrier 95 The Future of E-Mail Marketing 96 How to Make Sure Your E-Mail Is Delivered 97 How to Avoid Spam Blockers 98 Does Your E-Mail Test Positive as Spam? 102 How to Write E-Mail That's Read 102 Seven Elements of E-Mails That Sell 103 Put the Competitive Edge into Your E-Mail Marketing 113 Adapt as Your Audience's Frame of Mind Changes 114 Using E-Mail to Get Attention 115 What Really Works on the Internet Sometimes Doesn't 118 SIG File: Your Online Business Card 119 How Your E-Mail Reputation Affects E- Mail Deliverability 120 5 USING PSYCHOLOGY TO MOTIVATE PROSPECTS TO BECOME PURCHASERS 125 The "Reason Why" 126 The Zeigarnik Effect 126 The Cliffhanger 128 Hypnotically Persuasive Language 129 Embedded Commands 129 Presuppositions 130 Linguistic Binds 132 Reframing 134 The Appearance of Consistency 136 Contradictory Thinking 137 The Cyrano Effect 139 6 THE ART OF CHANGING YOUR PROSPECTS' MINDS 149 What Role Does Emotion Play in Mind Changing 154 The Three Principal Triggers of Mind Change 155 Emotional Resonance 156 Redefi nition 156 Resistance 157 The Trifecta Neuro- Affective Principle in Short Copy 165 7 INCREASING SALES THROUGH THE USE OF INVOLVEMENT DEVICES 171 Involvement Devices and the Recovery Principle 179 8 ONLINE MARKETING COMMUNICATIONS: IT'S WHAT YOU DO AFTER PEOPLE VISIT YOUR WEBSITE THAT COUNTS 184 The Opt- In Offer: Your Most Important As
CONTENTS Foreword xix Acknowledgment xxiii Introduction to Third Edition xxv 1 GETTING STARTED: THE DYNAMICS OF WEB SELLING 1 Three Fundamental Rules for Writing Web Copy That Sells 3 Rule 1: Don't Make Your Website Look Like an Ad 3 Rule 2: Stop Readers Dead in Their Tracks 7 Rule 3: Capture E-Mail Addresses 9 The First Look 11 Web Copy Dos and Don'ts 14 Reading on the Web 18 Words Tell, Emotion Sells 19 How to Become a Great Web Copywriter in Five Hours or Less 22 2 A SIMPLE BLUEPRINT FOR WRITING KILLER WEB COPY 23 Creating the Blueprint: Five Simple Questions You Must Ask 25 Question 1: What Is the Problem? 25 Question 2: Why Hasn't the Problem Been Solved? 26 Question 3: What Is Possible? 26 Question 4: What Is Different Now? 27 Question 5: What Should You Do Now? 27 The Anatomy of the Blueprint 27 Putting the Blueprint to Work: Five Easy Steps to Making Your Web Copy Sell 32 Step 1: Inject Emotion 33 Step 2: Add Bullet Points, Bonuses, Guarantee, and Close 35 Step 3: Add Credibility- Building Elements 38 Step 4: Add Psychological Devices and Involvement Devices 39 Step 5: Replace Rational Words with Emotional Words 40 Reinforcing the Framework: A Summary 43 3 CRAFTING YOUR COPY 44 Constructing Your Web Copy 44 The AIDA Principle 45 The Unique Selling Proposition 46 Making an Impression: The First Paragraph 48 The Offer You Can't Refuse 48 Testimonials: Effortless Selling 50 Talking About Money: How to Introduce the Price 54 The Minor- Purchase Technique 55 The Daily- Cost Technique 55 Keep on Selling: Writing the Order Form 56 The Money- Back Guarantee: A Deal Maker 57 The Close: Signing on the Dotted Line 58 The Call to Action 59 Get a Calling Card: The Opt- In Mechanism 59 How to Construct a Riveting Headline 63 What's in a Headline? 64 The Building Blocks of Winning Web Headlines 66 Choosing Your Words: Tips, Terms, and Concepts 70 Words to Avoid in Your Web Copy 71 Words to Use in Your Web Copy 72 Dos and Don'ts of Web Copywriting 75 The Long and Short of It: How Long Should Web Copy Be? 81 How Well Does Your Website Sell? 83 Formula for Mathematically Measuring the Selling Quotient of Web Copy 83 4 E-MAIL MARKETING: THE INTERNET'S KILLER APPLICATION 88 Traffic Conversion: Turning Visitors into Customers 88 Wagging the Website 89 Why Your E-Mail May Be More Important Than Your Website 90 The Frame- of- Mind Marketing Method for Writing E- Mails 93 Breaking the Sales Barrier 95 The Future of E-Mail Marketing 96 How to Make Sure Your E-Mail Is Delivered 97 How to Avoid Spam Blockers 98 Does Your E-Mail Test Positive as Spam? 102 How to Write E-Mail That's Read 102 Seven Elements of E-Mails That Sell 103 Put the Competitive Edge into Your E-Mail Marketing 113 Adapt as Your Audience's Frame of Mind Changes 114 Using E-Mail to Get Attention 115 What Really Works on the Internet Sometimes Doesn't 118 SIG File: Your Online Business Card 119 How Your E-Mail Reputation Affects E- Mail Deliverability 120 5 USING PSYCHOLOGY TO MOTIVATE PROSPECTS TO BECOME PURCHASERS 125 The "Reason Why" 126 The Zeigarnik Effect 126 The Cliffhanger 128 Hypnotically Persuasive Language 129 Embedded Commands 129 Presuppositions 130 Linguistic Binds 132 Reframing 134 The Appearance of Consistency 136 Contradictory Thinking 137 The Cyrano Effect 139 6 THE ART OF CHANGING YOUR PROSPECTS' MINDS 149 What Role Does Emotion Play in Mind Changing 154 The Three Principal Triggers of Mind Change 155 Emotional Resonance 156 Redefi nition 156 Resistance 157 The Trifecta Neuro- Affective Principle in Short Copy 165 7 INCREASING SALES THROUGH THE USE OF INVOLVEMENT DEVICES 171 Involvement Devices and the Recovery Principle 179 8 ONLINE MARKETING COMMUNICATIONS: IT'S WHAT YOU DO AFTER PEOPLE VISIT YOUR WEBSITE THAT COUNTS 184 The Opt- In Offer: Your Most Important As
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