- Taschenbuch: 224 Seiten
- Verlag: Mcgraw Hill Book Co (1. Dezember 2001)
- Sprache: Englisch
- ISBN-10: 0071380396
- ISBN-13: 978-0071380393
- Größe und/oder Gewicht: 21,2 x 14 x 1,9 cm
- Durchschnittliche Kundenbewertung: 5.0 von 5 Sternen Alle Rezensionen anzeigen (1 Kundenrezension)
- Amazon Bestseller-Rang: Nr. 217.098 in Englische Bücher (Siehe Top 100 in Englische Bücher)
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Net Words : Creating High-Impact Online Copy
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Produktbeschreibungen
Kurzbeschreibung
This text shows ecommerce professionals how to harness the power of the written word to differentiate their businesses, build closer relationships with their customers and close more sales. It combines conceptual discussion in which the author makes the case for this approach o ecommerce with a part that works as a practical guide to implementing the author's advice nd suggestions so businesses can see an immediate impact. Businesses must move beyond just attracting customers to their site, but actually drive sales on their site. Brochure-wear is over. Compared to offline content, online content must be personal, targeted, concise (you don't want your customer's to scroll for hours!), and placed correctly so that the customer can purchase the product/service easily. Persuasion and a drive to action are necessary to move visitors from homepage to the next level, and to keep driving them until the sale is closed. This book shows readers how to build a site that is founded on the persuasive power of words. It changes how words are organized as well as how they are written. It affects design, site architecture, and usability - which are essential elements to success in ecommerce. This book speaks to the unique relationship between text and the online environment. The Internet began as a text-only medium and is ideally suited to leveraging the power and momentum of the written word. There is no book that looks head-on at the role of words in driving users through a commercial site and closing them with the sale of a service, product or subscription. Ultimately, this is a manifesto that argues strongly for investment in words and for an investment in getting the focus back on business, and not on technology.
Synopsis
Bells and whistles may grab a customer's attention, but words make the sale. 'The ancients rightly distrusted rhetoric that made 'the worse argument appear the better' - an underhanded trick that business has often been guilty of. But rhetoric is also the craft of clear and persuasive communication, which online business needs desperately today. Nick Usborne's insight into this craft fills a surprising gap in the online marketing toolbox' - Christopher Locke, author of "Gonzo Marketing: Winning Through Worst Practices", and co-author of "The Cluetrain Manifesto".'The best book I've seen on writing for the Web' - Dr. Ralph F. Wilson, "Web Marketing Today". 'Nick Usborne, shows us how to write powerful and compelling copy that fully leverages the communications power of the Net. Nick knows the Internet - and Nick knows copy' - John Audette Founder and Publisher, "The Adventive Knowledge Exchange".In "Net Words", emarketing guru Nick Usborne introduces you to a revolutionary copy-centered approach to online marketing.He explains what works and what doesn't and shows you how to create copy for websites, enewsletters, and email campaigns guaranteed to: attract customers and hold their attention; differentiate your business from its competitors online; dramatically increase sales from your site; build customer loyalty; and, breathe new life into your customer services. "Net Words" offers corporate decision makers an inexpensive, proven, low-tech cure for their ecommerce blues. It is also a how-to guide for copywriters thinking about taking the leap into online marketing, as well as for Web professionals who want to increase their sites' usability and appeal.
In diesem Buch
(Mehr dazu)
Einleitungssatz
Without great copy, commerce would be dead on its feet. Lesen Sie die erste Seite
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Rückseite
Without great copy, commerce would be dead on its feet. Lesen Sie die erste Seite
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Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Rückseite
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Kundenrezensionen
Die hilfreichsten Kundenrezensionen
2 von 2 Kunden fanden die folgende Rezension hilfreich
Format:Taschenbuch
Nick Usborne gibt unter Zuhilfenahme vieler Beispiele eine gute Einführung ins Online-Texten. Wie erreiche ich meine Besucher auf der Website? Wie erkenne ich welche Sprache meine Besucher sprechen, wie kann ich meinen Sprachstil anpassen?
Dieses Buch ist ein Muss für alle, die online Texte schreiben (müssen).
Für Offline Texter kann es eine grosse Hilfe sein um etliche Fehler beim Umstieg auf das neue Medium zu vermeiden.
Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)
Amazon.com:
37 Rezensionen
69 von 74 Kunden fanden die folgende Rezension hilfreich
Good for sales and promotion, bad for education
3. September 2004
Format:Taschenbuch|Von Amazon bestätigter Kauf
If you are looking for a book that teaches you how to write web copy, this isn't it. After going through many of the author's articles on the web, I was expecting more from this book.
The author starts out promoting copywriters and how important writing good copy is. He constantly keeps repeating this point in several chapters. After reading the first few chapters you might tell yourself: "Hey, I do not need convincing that my website needs good copy! Get on already with telling me how I can go about writing good copy!" However, this never occurs. The author does give some examples of good vs. bad copy, but never gets to the point of telling you what route to take to better your own copy. There is no concise guidance in this book.
"Net Words: Creating High-Impact Online Copy" consists of pieces of information put together to form chapters without following a clear line. The focus lies too heavily on explaining the problems copywriters encounter while trying to do their job, rather than on teaching the reader how to write online copy. For example, the author writes about how copywriters do not have enough freedom to properly do their job, how they are not held in high regard by content managers, and how they need support and respect of the development team and managers to succeed. This book doesn't teach you how to write good online copy like its title pretends it will, but rather tells you what you can do to make the life of copywriters in your company easier so that they can produce their best work and consequently improve your website and marketing strategy.
So if you have a website and need convincing that writing good online text is important, and if you have the money to hire a professional copywriter, then buy this book. Otherwise, save your money and read the articles on the author's website; they are much more informative and educational.
The author starts out promoting copywriters and how important writing good copy is. He constantly keeps repeating this point in several chapters. After reading the first few chapters you might tell yourself: "Hey, I do not need convincing that my website needs good copy! Get on already with telling me how I can go about writing good copy!" However, this never occurs. The author does give some examples of good vs. bad copy, but never gets to the point of telling you what route to take to better your own copy. There is no concise guidance in this book.
"Net Words: Creating High-Impact Online Copy" consists of pieces of information put together to form chapters without following a clear line. The focus lies too heavily on explaining the problems copywriters encounter while trying to do their job, rather than on teaching the reader how to write online copy. For example, the author writes about how copywriters do not have enough freedom to properly do their job, how they are not held in high regard by content managers, and how they need support and respect of the development team and managers to succeed. This book doesn't teach you how to write good online copy like its title pretends it will, but rather tells you what you can do to make the life of copywriters in your company easier so that they can produce their best work and consequently improve your website and marketing strategy.
So if you have a website and need convincing that writing good online text is important, and if you have the money to hire a professional copywriter, then buy this book. Otherwise, save your money and read the articles on the author's website; they are much more informative and educational.
53 von 62 Kunden fanden die folgende Rezension hilfreich
Not much of value
6. Januar 2003
Format:Taschenbuch|Von Amazon bestätigter Kauf
This is more of a survey of copywriter's woes and the general state of online copywriting for Web sites and newsletters and for email. Not much meat and not much that can be of any real value to anyone short of those with very limited experience on the net.
If you're an experienced copywriter or someone who knows their way around, don't waste your money on this book.
I found it amusing how Usborne said that hyperlinks on the web page distract the visitor and should not be used while the author of Persuasive Online Copywriting by Bryan Eisenberg, Jeffrey Eisenberg, Lisa T. Davis is all for it.
In fact, there are no hard and fast rules and we copywriters are not at all sure which way works. My personal belief is that each site is different and that hyperlinks can and do work if you write your scan words just right. But neither book addresses this issue.
A novice would be, I think, better served by reading Bob Bly.
15 von 16 Kunden fanden die folgende Rezension hilfreich
Great Place to Start for Those New to Writting Online Copy
18. April 2005
Format:Taschenbuch
For non-copywriters, Nick Usborne provides a great foundation for understanding the fundamental differences between writing offline copy and writing for the web.
As an experienced online copywriter, I didn't learn anything new or groundbreaking. However for those transitioning from offline copywriting to the online environment, or for those who are simply looking for a set of guidelines to help evaluate the abilities and understanding of copywriters that they are considering hiring for an online project, Net Words is effective and easy to read.
Nick does provide a great overview of how the history and evolution of the net as a communication medium has influenced the most effective ways to write online copy.
The book also addresses the need for developing a consistent, customer focused voice across all channels of online communications, from your web copy to your emails. This is a critical point to understand, as most of the copy I find online, is far too distant and company focused (what Nick calls "Corporate Speak".)
If the only thing you take away from this book is the need to write copy in a more customer focused manner, you will have received your moneys worth.
All-in-all, even though it was not as in-depth as I would have liked, I found the book well worth the time I invested in reading it.
As an experienced online copywriter, I didn't learn anything new or groundbreaking. However for those transitioning from offline copywriting to the online environment, or for those who are simply looking for a set of guidelines to help evaluate the abilities and understanding of copywriters that they are considering hiring for an online project, Net Words is effective and easy to read.
Nick does provide a great overview of how the history and evolution of the net as a communication medium has influenced the most effective ways to write online copy.
The book also addresses the need for developing a consistent, customer focused voice across all channels of online communications, from your web copy to your emails. This is a critical point to understand, as most of the copy I find online, is far too distant and company focused (what Nick calls "Corporate Speak".)
If the only thing you take away from this book is the need to write copy in a more customer focused manner, you will have received your moneys worth.
All-in-all, even though it was not as in-depth as I would have liked, I found the book well worth the time I invested in reading it.
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