Web Copy That Sells, 3rd Edition

CONTENTS

Foreword

Acknowledgment

Introduction to Third Edition

1 GETTING STARTED: THE DYNAMICS OF WEB SELLING

Three Fundamental Rules for Writing Web Copy That Sells

Rule 1: Don’t Make Your Website Look Like an Ad

Rule 2: Stop Readers Dead in Their Tracks

Rule 3: Capture E-Mail Addresses

The First Look

Web Copy Dos and Don’ts

Reading on the Web

Words Tell, Emotion Sells

How to Become a Great Web Copywriter in Five Hours or Less

2 A SIMPLE BLUEPRINT FOR WRITING KILLER WEB COPY

Creating the Blueprint: Five Simple Questions You Must Ask

Question 1: What Is the Problem?

Question 2: Why Hasn’t the Problem Been Solved?

Question 3: What Is Possible?

Question 4: What Is Different Now?

Question 5: What Should You Do Now?

The Anatomy of the Blueprint