- Taschenbuch: 217 Seiten
- Verlag: Amacom (1. Oktober 2004)
- Sprache: Englisch
- ISBN-10: 0814472494
- ISBN-13: 978-0814472491
- Größe und/oder Gewicht: 23,1 x 18,5 x 2 cm
- Durchschnittliche Kundenbewertung: 5.0 von 5 Sternen Alle Rezensionen anzeigen (1 Kundenrezension)
- Amazon Bestseller-Rang: Nr. 242.029 in Englische Bücher (Siehe Top 100 in Englische Bücher)
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Web Copy That Sells
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Produktbeschreibungen
Pressestimmen
All who are interested in making their communications more effective should read it."
-"Journal of Consumer Marketing"
Kurzbeschreibung
"Web Copy That Sells" presents copy strategies that have been proven time and again in the e-commerce arena. Maria Veloso, perhaps the most widely acclaimed Web copywriter in the world, bases her revolutionary "Million Dollar Blueprint" on five simple questions - the reader answers them and the copy practically writes itself. Veloso crams all the information from her 12-hour, $997 live seminars into an accessible book that helps any Web copywriter.
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Einleitungssatz
In the advertising world, the words employed to communicate a sales message in an advertisement or commercial are called advertising copy, and the people who write these words are known as copywriters. Lesen Sie die erste Seite
Buchdeckel | Copyright | Inhaltsverzeichnis | Auszug | Stichwortverzeichnis
In the advertising world, the words employed to communicate a sales message in an advertisement or commercial are called advertising copy, and the people who write these words are known as copywriters. Lesen Sie die erste Seite
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Kundenrezensionen
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2 von 2 Kunden fanden die folgende Rezension hilfreich
Format:Taschenbuch
Es passiert selten, dass man ein Buch findet, das einen so restlos überzeugt wie dieses. Die Autorin gibt wertvolle Tipps, wie man fürs Web schreiben sollte, wenn man etwas verkaufen will.
Hier nur einige wenige Punkte, die mich wieder mal zum Nachdenken gebracht haben.
* Das Internet ist und bleibt ein Informationsmedium. Deshalb sollte man informativ schreiben. Alles Verkäuferische schreckt ab. Das Angebot muss gut und seriös in wertvolle Tipps und Informationen verpackt sein.
* Internetnutzer lesen nicht, sie scannen. Auch das sollte man beim Verfassen seiner Webtexte immer wieder berücksichtigen.
* Oft funktionieren indirekte Methoden besser als direkte: Fragen regen die Vorstellungskraft des Lesers an. Also besser: "Um wieviel mehr Umsatz könnten Sie mit dieser Methode machen als bisher?" als: "Unsere Methode bringt Ihnen mindestens 15% Umsatz und mehr."
Fazit: Ein Buch voller Anregungen. Manches bekannt, manches in neuem Kontext. Vieles jedoch neu und höchst interessant. Die Autorin schreibt aus eigener Erfahrung. Das merkt man dem Buch an.
Die hilfreichsten Kundenrezensionen auf Amazon.com (beta)
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75 Rezensionen
91 von 92 Kunden fanden die folgende Rezension hilfreich
Not for catalogers, but many useful tips anyway
31. August 2005
Format:Taschenbuch|Von Amazon bestätigter Kauf
Ms. Veloso is a specialist in writing the kind of copy which sells online courses and other one-per-website items. Because these items often have high selling prices, they take a lot of long, intense, hard selling to convince buyers to pull the trigger. If you're trying to sell a book, course, get rich quick scheme, diet plan, etc., this book will give you great advice on how to write hard-hitting sales copy.
However, if you, like me, wanted advice more about selling a bunch of products in a more traditional e'commerce catalog with hundreds of products, you won't find such info here. SOME of what she says applies to that type of writing, but if I were to use her hard-hitting sales techniques on my customers, it would put them off and make my site seem a little too miuch like a used car lot. A better choice: Catalog Copy That Sizzles by Herschell Gordon Lewis. Also Persuasive Online Copywriting by Bryan and Jeff Eisenberg will give you much of the same information but without the hard sell.
Now, that said, Veloso does give lots of information about the psychology of sales that is helpful (so do the Eisenbergs in their book Call To Action). And there are many, many tips here for other kinds of e'commerce that work WITH a catalog, partuclarly email, autoresponders, SIG files, how to avoid SPAM blockers, etc.
My goal for any business, advertising, or marketing book is to get at least one solid idea that I can put into practice...if I get at least one, the book was worth the cost. And I got a lot of "keeper" ideas from ths book. Also, I judge books by whether I feel like selling them on Amazon afterwards or whether they stay on my bookshelf as a reference. This one will stay on the shelf.
However, if you, like me, wanted advice more about selling a bunch of products in a more traditional e'commerce catalog with hundreds of products, you won't find such info here. SOME of what she says applies to that type of writing, but if I were to use her hard-hitting sales techniques on my customers, it would put them off and make my site seem a little too miuch like a used car lot. A better choice: Catalog Copy That Sizzles by Herschell Gordon Lewis. Also Persuasive Online Copywriting by Bryan and Jeff Eisenberg will give you much of the same information but without the hard sell.
Now, that said, Veloso does give lots of information about the psychology of sales that is helpful (so do the Eisenbergs in their book Call To Action). And there are many, many tips here for other kinds of e'commerce that work WITH a catalog, partuclarly email, autoresponders, SIG files, how to avoid SPAM blockers, etc.
My goal for any business, advertising, or marketing book is to get at least one solid idea that I can put into practice...if I get at least one, the book was worth the cost. And I got a lot of "keeper" ideas from ths book. Also, I judge books by whether I feel like selling them on Amazon afterwards or whether they stay on my bookshelf as a reference. This one will stay on the shelf.
87 von 90 Kunden fanden die folgende Rezension hilfreich
Revolutionary Methods that Will Work for Many.
21. Januar 2005
Format:Taschenbuch|Von Amazon bestätigter Kauf
I just finished reading Maria Veloso's book, 'Web Copy That Sells.' This book provides the unique skills and techniques that enable a copywriter or anyone who writes online copy to flat out sell like never before. These techniques are so powerful and dynamic it's hard to believe.
Having said that, I have to add that in my opinion, Maria's method of writing Web copy would not work for every site or product. There is not a set pattern or template that fills the bill for all sites.
For example, she proclaims that the "editorial" style of Web site copy produces the most business. This is indeed a clever tool on "some" sites. But not all. It won't work on all sites and is too awkward for some.
She also likes to use "involvement devices" on her sites. I agree that these are useful on some sites. But I noticed on one of her sites that you "involve" yourself by ticking off your desired answer only to have your e-mail client pop up. This is not good usability --- people want to know and should know when they're about to submit an e-mail. They may opt not to do that and they should know before they click the box what's going to happen.
There are a few other things of this nature that I don't buy into. But, for the most part, this is a valuable book because it offers ideas that are fresh and not readily available and that most people will find exceedingly useful.
I suggest you buy the book and take from it what will work in your own personal situation but don't take everything as "gospel".
Maria Veloso has put together a wealth of knowledge that has not been made available before as far as I know. I've read all the books on online copywriting and a few offered some valuable help and ideas. In fact, most have some good points that you can take away from your read.
But 'Web Copy That Sells' is, by far, the very best to date. I recommend this book to anyone who really wants to make their site sell or needs to understand how to write e-mail and get it through the spam filters as well as get it read. This book covers it all. Maria Veloso has done a great job and provided a valuable service.
I highly recommend this powerful book to all copywriters and anyone who needs to write copy for the Web. But, as I said, take from it what will work for you and be sure you adhere to good usability in your quest to sell.
One word of warning, at least one of the freeware products the author recommends you download is "loaded" with adware that will take your computer over. So beware.
Susanna K. Hutcheson
Creative Director
Powerwriting.com LLC
http://www.powerwriting.com
Having said that, I have to add that in my opinion, Maria's method of writing Web copy would not work for every site or product. There is not a set pattern or template that fills the bill for all sites.
For example, she proclaims that the "editorial" style of Web site copy produces the most business. This is indeed a clever tool on "some" sites. But not all. It won't work on all sites and is too awkward for some.
She also likes to use "involvement devices" on her sites. I agree that these are useful on some sites. But I noticed on one of her sites that you "involve" yourself by ticking off your desired answer only to have your e-mail client pop up. This is not good usability --- people want to know and should know when they're about to submit an e-mail. They may opt not to do that and they should know before they click the box what's going to happen.
There are a few other things of this nature that I don't buy into. But, for the most part, this is a valuable book because it offers ideas that are fresh and not readily available and that most people will find exceedingly useful.
I suggest you buy the book and take from it what will work in your own personal situation but don't take everything as "gospel".
Maria Veloso has put together a wealth of knowledge that has not been made available before as far as I know. I've read all the books on online copywriting and a few offered some valuable help and ideas. In fact, most have some good points that you can take away from your read.
But 'Web Copy That Sells' is, by far, the very best to date. I recommend this book to anyone who really wants to make their site sell or needs to understand how to write e-mail and get it through the spam filters as well as get it read. This book covers it all. Maria Veloso has done a great job and provided a valuable service.
I highly recommend this powerful book to all copywriters and anyone who needs to write copy for the Web. But, as I said, take from it what will work for you and be sure you adhere to good usability in your quest to sell.
One word of warning, at least one of the freeware products the author recommends you download is "loaded" with adware that will take your computer over. So beware.
Susanna K. Hutcheson
Creative Director
Powerwriting.com LLC
http://www.powerwriting.com
61 von 66 Kunden fanden die folgende Rezension hilfreich
Not to rain on your parade, but still...
1. Juli 2005
Format:Taschenbuch
Reading all these rave reviews, I bought the book, and I have to admit I was quite torn---between being pulled in and dragged down. Why? Let me explain. ;-)
When I became a freelance copywriter, I checked out every useful book and article on writing techniques I could lay my hands on, and for direct response marketing, I got thoroughly enchanted by Joe Sugarman’s "Advertising Secrets of the Written Word."
Now, Maria Veloso’s definitely good at what she does, and good at how she teaches what she does: applying direct response writing techniques to the Internet. There are some drawbacks, though. You're pulled in into the realms of thrilling writing techniques, but also deeply into the hyperbole world of dramatic sales boosts, incredible cost cuts, the truth about hair growth, weight loss, and killer marketing secrets "they" don't want you to know about---so much so that at some point you begin to feel like wanting to come up for some air. "Air" meaning two things: transforming and applying these techniques to, how should I put it, more "upmarket" products and services, and a bit more reflection on the ethics of writing than just mentioning it from time to time. If you think you can't merge killer writing techniques with upmarket products and lots of ethics into the bargain, then I urge you to read Sugarman!
Another drawback is, with the way Veloso presents her techniques, the danger of spawning legions of "copy clones" looms large. Try and check out her reference Web sites, the testimonials' Web sites, and the copywriters' Web sites who apply her techniques, and you'll see how important it is to _not_ simply take these techniques as a ready-made formula to build your house of words. (That doesn't mean that the real good examples aren't real good, mind!)
I'd say, yes, do buy the book. But be ready for the hard work to develop your own ideas, to build on these techniques, and to apply them for your customers in ways that look authentic, feel genuine, sport less hyberbole, and comply with your ethical standards.
When I became a freelance copywriter, I checked out every useful book and article on writing techniques I could lay my hands on, and for direct response marketing, I got thoroughly enchanted by Joe Sugarman’s "Advertising Secrets of the Written Word."
Now, Maria Veloso’s definitely good at what she does, and good at how she teaches what she does: applying direct response writing techniques to the Internet. There are some drawbacks, though. You're pulled in into the realms of thrilling writing techniques, but also deeply into the hyperbole world of dramatic sales boosts, incredible cost cuts, the truth about hair growth, weight loss, and killer marketing secrets "they" don't want you to know about---so much so that at some point you begin to feel like wanting to come up for some air. "Air" meaning two things: transforming and applying these techniques to, how should I put it, more "upmarket" products and services, and a bit more reflection on the ethics of writing than just mentioning it from time to time. If you think you can't merge killer writing techniques with upmarket products and lots of ethics into the bargain, then I urge you to read Sugarman!
Another drawback is, with the way Veloso presents her techniques, the danger of spawning legions of "copy clones" looms large. Try and check out her reference Web sites, the testimonials' Web sites, and the copywriters' Web sites who apply her techniques, and you'll see how important it is to _not_ simply take these techniques as a ready-made formula to build your house of words. (That doesn't mean that the real good examples aren't real good, mind!)
I'd say, yes, do buy the book. But be ready for the hard work to develop your own ideas, to build on these techniques, and to apply them for your customers in ways that look authentic, feel genuine, sport less hyberbole, and comply with your ethical standards.
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