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
Buchrückseite
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 & 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
- 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.
