Describing this book as "The Bible for web copy writers" as one reviewer did is way over the top, but the fact is that this is still an excellent primer for effectively writing copy for websites.
Veloso begins by pointing out the do's and don'ts of laying out your website, from making content easy to scan, to keeping the site from looking too much like an ad. What follows is a basic blueprint on writing content that appears in most books on copy, with common techniques used to create an emotional appeal to prospective customers. These first two chapters are mostly ideas recycled from other books on copy and web marketing. If you've already ready other books on writing copy, it brings nothing new to the table, but otherwise it's perfect for newbies to online marketing. The same can be said for the email marketing information. While many of the tips on writing emails and crafting subject lines are useful, suggestions on avoiding spam filters are unecessary with the advent of established newsletter companies.
Where the book picks up steam is the third chapter, dedicated to crafting your copy. What I found particularly useful were her easy-to-follow techniques on coming up with benefits of your product or service, and highlighting what distinguishes your business from that of your competitors.
Where this book truly shines, however, is Veloso's chapter on using psychology to encourage a purchase. She brilliantly applies older psychological studies and observations to copywriting techniques generally ignored in other marketing books. Examples of this include the use of hypnotically persuasive language to carefully draw a site visitor into a buying state of mind. Just as useful and rare are her tips on emotionally hooking someone interested in B2B purchases, which can prove much different from how we market to everyday retail consumers.
In conclusion, many of the techniques outlined in this book will not seem new to experienced web marketers, but it is definitely worth purchasing (or cleverly hiding it in your local bookstore so competitors don't find it). The 5th chapter on advertising psychology alone is worth 100 times the cost of this book, it will definitely open your eyes to new marketing ideas.