February 2013
Intermediate to advanced
304 pages
7h 42m
English
Content preview from Web Copy That Sells, 3rd Edition
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CONSTRUCTING YOUR WEB COPY
The purpose of web copy—and it can’t be said too often—is to generate leads, customers, sales, and, consequently, profits for a website. Its objective is to compel the online prospect to respond in some way or take action of some kind. It tells the audience to do something specific during or at the end of the presentation of the marketing message.
The AIDA Principle
The four fundamentals of writing good copy are summed up in the time-honored AIDA principle:
|
A |
Capture the audience’s attention. |
|
I |
Get the audience’s interest. |
|
D |
Build desire for your offer. |
|
A |
Induce action. |
Benefits and Features
Features are the attributes, properties, or characteristics of your product or service. Benefits, on the other ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.