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Web Copy That Sells, 3rd Edition by Maria Veloso

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GUIDELINES FOR WRITING ONLINE ADS, SIGNATURE FILES, AND BANNER COPY

Writing online classified ads, e-zine and newsletter ads, signature files, banner copy, and other advertising copy for use on the web requires strategies a little different from offline ad writing. Where an offline ad might feature a strong benefit-laden headline or give the product’s or service’s unique selling proposition, writing your online ad requires a different kind of discipline—the same kind required to create an editorial as opposed to an advertisement. It’s so easy to use short, punchy copy reminiscent of classified ads in the offline world, such as “Lose weight while you sleep. Click here to learn more” or “Learn a foreign language in 30 days. Click here for more ...

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