With the rise of social networks, "Twitterized" attention spans, and new forms of video content, the techniques that worked in crafting attention-grabbing, clickable, and actionable online copy a few years ago are simply not as effective today. Thoroughly revised, the third edition of Web Copy That Sells gives readers proven methods for achieving phenomenal success with their online sales and marketing efforts. They will learn to:
Use psychological tactics that compel Web surfers to buy
* Create effective, highly-targeted Facebook ads
* Test copy to maximize response
* Write online marketing video scripts that sell
* Craft compelling copy for interactive advertising banners
* Produce high-converting video sales letters
* And more
Proven and practical, Web Copy That Sells shows how to quickly turn lackluster sites into "perpetual money machines," streamline key messages down to irresistible "cyber bites"...and ensure that Web copy, e-mail, and marketing communications pack a fast, powerful-and 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.
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 Asset 185 Five Keys to an Opt- In Offer That's Impossible to Refuse 187 Presenting the Offer 189 How to Write Irresistible Autoresponder E-Mails 189 Quick Primer on Autoresponders 189 Crafting Autoresponder E- Mails to Your Opt- In Prospects 190 Crafting Autoresponder E-Mails to Customers 191 How to Format Your E-Mails for Optimum Readability 192 How to Write Free Reports and Promotional Articles 192 Tips for Creating Search- Engine- Optimized Articles That Magnetize Hot Leads and Customers 194 Guidelines for Writing Newsletters and E- Zines 197 Tips for Creating "Monetizable" Content 199 The Anatomy of a Successful E- Newsletter 202 Guidelines for Writing Online Ads, Signature Files, and Banner Copy 206 Three Tips for Writing Online Ads 207 Writing Copy for Interactive Advertising Banners 209 9 WEB COPYWRITING IN THE AGE OF WEB 3.0 AND BEYOND 211 Blogs 212 Social Bookmarking Sites 212 Social Networking Sites 213 How to Craft Highly Targeted Facebook Ads That Deliver Leads, Sales, and Profi ts 213 Authority Sites 216 Marketing via Online Videos 218 How to Create an Online Video That Drives Massive Traffi c to Your Website 221 How to Create High- Converting Video Sales Letters 224 How to Optimize Your Video for Search Engine Purposes 228 Uploading Your Video 230 Resources for Creating Your Video 232 How to Write Copy for Mobile Devices and the "Portable Web" 233 Optimizing Your Website for Mobile: What It Means 234 Guidelines on Optimizing Website Copy for Mobile 237 How to Write Copy for Infographics to Generate Free Website Traffi c 242 The Role of Copy in Creating Infographics 243 Case Study: UndergroundHealthReporter.com Portal Website 244 Additional Tips for Using Infographics for Online Marketing 250 The Benefi ts of Using Infographics in Your Content Marketing Strategy 251 10 LAST BUT NOT LEAST: TYING IT ALL TOGETHER 253 Track It, Fix It: What to Do When Web Copy Is Not Working 254 Four Steps to Web Copywriting Success 257 Track Your Results 258 Two Degrees of Separation 260 11 THE LUCRATIVE BUSINESS OF WEB COPYWRITING 263 How to Find Web Copywriting Clients 264 How to Contact Prospective Clients 267 What to Charge- And How to Ensure That Your Clients Pay You 269 Intellectual Property Licensing 270 Directory of Resources 272 Books and Courses 272 Resources for Creating Online Marketing Videos 273 Resources for Creating Infographics 273 Index 275