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The Online Copywriter's Handbook: Everything You Need to Know to Write Electronic Copy That Sells (Paperback)

by Robert W. Bly (Author) "IN THE WORLD of offline direct marketing-the world I come from-copywriters are high on the totem poll ..." (more)

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Product details

Paperback: 336 pages
Publisher: McGraw-Hill Contemporary; 2 edition (1 Mar 2003)
Language English
ISBN-10: 0658020994
ISBN-13: 978-0658020995
Product Dimensions: 22.6 x 15 x 2 cm

Average Customer Review: 4.0 out of 5 stars See all reviews (2 customer reviews)

Amazon.co.uk Sales Rank: 504,915 in Books (See Bestsellers in Books)

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Product Description

Today's number 1 copywriter shows you how to grab attention and drive sales with customer-focused, results-based Web copy. In "The Online Copywriter's Handbook", Robert Bly - one of the world's most honored copywriters and the bestselling author of "The Copywriter's Handbook" - turns his attention to the unlimited marketplace of the Internet. The result? The first book to apply long-established persuasive techniques to the interactive capabilities and unique possibilities of the Web. While the psychological hot buttons and decision drivers may be similar, the techniques of persuasion online are different - often dramatically different! Look to "The Online Copywriter's Handbook" for inside tips on how to write brilliant copy for: Websites; Home pages; Internet direct mail; Banner ads; Landing pages; E-zines; Web-based documents; and more! Let today's master copywriter show you how to take your online copywriting to the next level of effectiveness, success, and profitable results!

From the Publisher

 Author Robert W. Bly is the author of nearly 50 successful business and marketing books including the best selling The Copywriter's Handbook. He is considered to be one of the top copywriting experts in the world.
 Focused succinctly on online copywriting. Covers the fundamentals of writing effective copy for the Web as well as specific Web copywriting tasks.
 Includes 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. --This text refers to an out of print or unavailable edition of this title.

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Inside This Book (Learn More)

First Sentence
IN THE WORLD of offline direct marketing-the world I come from-copywriters are high on the totem poll. Read the first page

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20 of 21 people found the following review helpful:

3.0 out of 5 stars The Good, the Bad, and the Plain Wrong, 26 Nov 2002

By	Richard Leader (UK) - See all my reviews (REAL NAME)

This review is from: The Online Copywriter's Handbook: Everything You Need to Know to Write Electronic Copy That Sells (Hardcover)

This book is curious - there is much in it that is good. But there are some glaring problems with it too.
First up: It is not a "handbook" as the title suggests - a handbook to me is a reference tool that you can dip in and out of more easily than this book.
Secondly: Bly is a marketing specialist - and seems to see the web almost entirely as a marketing tool. This is naive.
Thirdly: Bly needs to get a passport. The book is so American in tone, it isn't true! How about this from the opening chapter: "Prospects speak and read English (or their native language if they live outside of the United States)". It might surprise Bly that English comes from... England!
Fourthly: (And more seriously) Bly is inaccurate on some usability and technology points. He claims that Flash is merely an animation tool to be used "like a PowerPoint slide show". Flash when well used is an extremely dynamic interactive tool. He also claims it is good practice to underline text to make it stand out. Many usability experts would disagree.

These (quite serious) points aside, there is some good content in this book. But I think others say it better. Bly maybe a good marketer, but I don't think he's the best online marketer. Sorry.

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6 of 9 people found the following review helpful:

5.0 out of 5 stars The Most Valuable Internet Book You'll Read This Month, 2 Jul 2002

By	"nixon_fc" - See all my reviews

This review is from: The Online Copywriter's Handbook: Everything You Need to Know to Write Electronic Copy That Sells (Hardcover)

An excellent book.

This book will make you think about the entire purpose of your website. It will focus your writing and of all the books I've read about the Internet this one will teach you the most important lessons yet.

It's all very well to say that content is king but there is plenty content out there that sucks.

This book will teach you the secret of selling stuff without a salesperson. It will open your eyes to the power of well written copy and in case you didn't get it already, it will demonstrate why good content really is the most important aspect of online sales.

Sales isn't just about money its about turning ideas into action.

This book does just that, so go buy it!

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