Ebook Download Net Words: Creating High-Impact Online Copy, by Nick Usborne
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Net Words: Creating High-Impact Online Copy, by Nick Usborne
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A guide to creating copy that connects with customersand makes the sale
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.
- Sales Rank: #843931 in Books
- Published on: 2002-01-26
- Released on: 2002-01-26
- Original language: English
- Number of items: 1
- Dimensions: 8.30" h x .72" w x 5.40" l, .70 pounds
- Binding: Paperback
- 224 pages
Most helpful customer reviews
4 of 4 people found the following review helpful.
A "must have" for anybody who does Online Copy writing
By Carsten Cumbrowski
The book is very compact and well written. Nick Usborne wrote this book based on his own experiences as online copywriter. You can tell, because he provides a lot of examples of issues that are exclusively Web related and also about differences between copy writing for the "real world" and the unique challenges and subtle differences to the copy writing for the Internet. Some things that work great offline in its specific environment such as print magazine or Television don't work the same way online, because peoples behaviour and expectations are different.
People are still people, be it "offline" or "online" which makes a lot of the classic rules of copy writing as true on the Internet as they are in the real world.
This makes the book a good choice for offline copy writer who want to start writing copy for a Website, Blog or eZine as well as for Internet Marketers who want to learn the basics of Copy writing to improve the copy on their existing Websites.
Just FTI, Nick Usborne has an Email Newsletter you should sign up for. Search the Internet and I am sure you will find it.
18 of 21 people found the following review helpful.
The True Key to a Successful Web Site
By Steve Pickering
Nick Usborne, in his straightforward style, uncovers the dirtiest secret in the internet: The success of your site depends primarily on the copy. Unique graphics might get you noticed and win a few design awards, but without good copy, you don't stand a chance. Nick gets this message across by pointing out specific examples of sites that "get it" by using copy to establish a unique voice. He also show a number of examples of "corporate-speak" copy that is guaranteed to lose readers. By highlighting the differences between good web copy versus traditional advertising copy, the book teaches you how to write what people want to read on the 'net. Nick's approach to writing copy emphasizes bright, descriptive, no-nonsense and humorous text while eliminating stilted, boring, and unintelligible language. And the sections on writing sales copy (in the right place) is golden. Bottom Line: If you write for the web, especially if you're a one-person show, you need to read this book.
82 of 87 people found the following review helpful.
Good for sales and promotion, bad for education
By Sym Wong A. Ton
If you are looking for a book that teaches you how to write web copy, this isn't it. After going through many of the author's articles on the web, I was expecting more from this book.
The author starts out promoting copywriters and how important writing good copy is. He constantly keeps repeating this point in several chapters. After reading the first few chapters you might tell yourself: "Hey, I do not need convincing that my website needs good copy! Get on already with telling me how I can go about writing good copy!" However, this never occurs. The author does give some examples of good vs. bad copy, but never gets to the point of telling you what route to take to better your own copy. There is no concise guidance in this book.
"Net Words: Creating High-Impact Online Copy" consists of pieces of information put together to form chapters without following a clear line. The focus lies too heavily on explaining the problems copywriters encounter while trying to do their job, rather than on teaching the reader how to write online copy. For example, the author writes about how copywriters do not have enough freedom to properly do their job, how they are not held in high regard by content managers, and how they need support and respect of the development team and managers to succeed. This book doesn't teach you how to write good online copy like its title pretends it will, but rather tells you what you can do to make the life of copywriters in your company easier so that they can produce their best work and consequently improve your website and marketing strategy.
So if you have a website and need convincing that writing good online text is important, and if you have the money to hire a professional copywriter, then buy this book. Otherwise, save your money and read the articles on the author's website; they are much more informative and educational.
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