The Online Copywriter's Handbook is a clear, practical, and authoritative guide to writing effective advertising/marketing/sales copy for the online medium. It guides novices on taking the first steps towards getting started with Internet marketing, including e-mail marketing, e-zines, ads, Web sites, and e-commerce; internet marketing pros will learn how to take their Web promotions to the next level of sophistication, effectiveness, and results. Organized into two parts, Part I deals with the fundamentals of writing effective copy for the Web and covers how to write persuasively, the key differences between writing for the Internet vs. writing for print, and how to adapt existing print documents for the Web. Part II covers specific Web copywriting tasks including Web sites, home pages, Internet direct mail, landing pages, e-zines, e-zine ads, banner ads, and Web-based documents. The text also includes many sample Web pages and other Internet promotions readers can use as models for their own efforts. Appendices point readers to helpful Web sites and other resources.
Customer Reviews:
Avg. Customer Rating: 3.5 / 5.0
Title misleading, content copied from his other handbook:
the title is misleading, the content is poor, many examples but no explainings on how to create a similar good copy content is mostly copied from his other handbook dissapointment
Too many copywriting rules, not enough tech.:
This book was very similar to Bly's previous books which went through the basic tenets of copywriting. He does a great job of transferring the "writing to sell" principles to web pages in this book, but I wish he would have touched more on the technical aspects. Many writers are looking to learn how to approach writing for Flash or any new web language of the day... and we need something that brings us into that territory. With this book, it was close but no cigar.
Bly has great experience and helpful hints:
Learning to write content for an effective website is crucial for any business or organization. Not only does Bly recommend good writing practices, he also describes the best way to design and market your website. This book is a credible source and a helpful resource for anyone pursuing web content development. I especially thought that the tips in the first half of the book regarding web writing fundamentals and practices were very helpful. And, although the data may have been out of date, the... more info
Weak, Lacking Depth and Dated material:
I've read many books in this segment and I would strongly recommend reading Hot Text: Web Writing that Works or Networds. Robert Bly is a "print guy" that thought it would be interesting to write a book on electronic copy. I would say that the first half of the book is written by supposed experts in on-line marketing. The book is crowded with all sorts of references to other people's work. This leads to a very choppy style of reading in my opinion. The author uses case studies from work that he has already... more info
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