Net Words: Creating High-Impact Online Copy Paperback – Dec 17 2001
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From the Back Cover
Bells and whistles may grab a customer's attention, but words make the sale
"The ancients rightly distrusted rhetoric that made 'the worse argument appear the better'an underhanded trick that business has often been guilty of. But rhetoric is also the craft of clear and persuasive communication, which online business needs desperately today. Nick Usborne's insight into this craft fills a surprising gap in the online marketing toolbox."Christopher Locke, author of Gonzo Marketing: Winning Through Worst
Practices, and co-author of The Cluetrain Manifesto.
"The best book I've seen on writing for the Web."Dr. Ralph F. Wilson, Web Marketing Today
"Nick Usborne, shows us how to write powerful and compelling copy that fully leverages the communications power of the Net. Nick knows the Internet and Nick knows copy."
John Audette Founder & Publisher, The Adventive Knowledge Exchange
In Net Words, emarketing guru Nick Usborne introduces you to a revolutionary copy-centered approach to online marketing. He explains what works and what doesn't and shows you how to create copy for websites, enewsletters, and email campaigns guaranteed to:attract customers and hold their attention differentiate your business from its competitors online dramatically increase sales from your site build customer loyalty breathe new life into your customer services
Net Words offers corporate decision makers an inexpensive, proven, low-tech cure for their ecommerce blues. It is also a how-to guide for copywriters thinking about taking the leap into online marketing, as well as for Web professionals who want to increase their sites' usability and appeal.
About the Author
McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide
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Top Customer Reviews
The conventional wisdom is, of course, to increase your marketing budget; spend more money to drive customers to that same site where 1 or 2 out of 100 becomes a customer, signs up for your mailing list, or requests more information. Your marketing agency, your media reps, and the sales folks at those CRM and software companies will reassure you that more visibility and more technology will be just what you need. Before you spend another dollar, buck the conventional wisdom and snap up a copy of "Net Words" before it sells out.
Simply put, Net Words will help you develop a competitive advantage, the ONLY competitive that your competitors cannot immediately copy or match with a big enough budget. That advantage, oddly enough is a voice, the words you use to connect with your customers; the words you use to touch, comfort, reassure, and connect with your audience. Can it really be that simple? Absolutely!
Nick covers online copywriting like no one else. While others have written about one to one marketing and the vast potential the web offers for this ideal, Nick shows you how to get there. He provides simple examples that clearly illustrate every inch of the process. You will learn simple methods for increasing the conversion rate on your site, improving the response to email marketing campaigns, and truly building relationships with your audience.
Net Words is simple, honest, and maybe even obvious, too obvious. You remember the emperor who had no clothes, well; the online emperor has no c-l-o-s-e. Large and small companies alike, Net Words will help you change that.
If you're an experienced copywriter or someone who knows their way around, don't waste your money on this book.
I found it amusing how Usborne said that hyperlinks on the web page distract the visitor and should not be used while the author of Persuasive Online Copywriting by Bryan Eisenberg, Jeffrey Eisenberg, Lisa T. Davis is all for it.
In fact, there are no hard and fast rules and we copywriters are not at all sure which way works. My personal belief is that each site is different and that hyperlinks can and do work if you write your scan words just right. But neither book addresses this issue.
A novice would be, I think, better served by reading Bob Bly.
Most recent customer reviews
This book is a definite MUST HAVE for any website designer, newbie to web design and anyone and everyone who has an online business. Read morePublished on June 22 2004
there is not enough information about my assignment .Published on April 27 2004 by sheikha Al-Mekini
This broadly covers online copywriting. Nick does his best by speaking to "you" much the same way as your copy should. Read morePublished on Oct. 27 2003 by A Wall
This book takes an idea that should be perfectly obvious to online copywriters, but is so often overlooked, and shows how and why personal copy sells better online than in your... Read morePublished on Sept. 11 2003 by Robert L. Brewer
As an owner of an Internet business, this book has become our BEST REFERENCE that we have ever come across. Read morePublished on Sept. 11 2002 by Andrya L. Feinberg
Usborne says the whole heavy graphics thing is bad for business. Has he seen a movie lately? Star Wars had more graphics than an B-2 Bomber! Special effects are everything. Read morePublished on Aug. 24 2002
Working in PR you learn that words can be everything so it is important that you not only use the right ones but in the right way. Read morePublished on Aug. 13 2002
I liked it. It is not your totally over the top, deep book about copy and words. If thats what you want this isnt it. Read morePublished on July 31 2002 by Mrs. M. Smith
This book is not action-oriented enough for me. There is too much philosophy. I was looking for a book with "power words", examples, and how-to's. Read morePublished on May 15 2002 by Steve Larmon
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