- Format: Kindle Edition
- File Size: 2511 KB
- Print Length: 68 pages
- Publisher: Enchanting Marketing Ltd (21 Jun. 2013)
- Sold by: Amazon Media EU S.à r.l.
- Language: English
- ASIN: B00DJUK7HE
- Text-to-Speech: Enabled
- Word Wise: Enabled
- Customer reviews: 158 customer ratings
- Amazon Bestsellers Rank: #61,245 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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How to Write Seductive Web Copy: An Easy Guide to Picking Up More Customers Kindle Edition
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Buy this book, to be more persuasive and more engaging to readers.
There are six chapters:
1 How are you writing for?
2 Benefits and problems
3 Your value proposition
4 How to write persuasive website content
5 How to edit your text
6 How to optimize your web copy for search engines
That last chapter is the shortest and the one I felt most uneasy about. Google in continually changing its algorithm and after the Panda, Penguin and Hummingbird updates, tactics that worked in the past are now penalised if done too much.
Elsewhere, I'd have liked to have seen more emphasis on testimonials and proof elements. They are mentioned but it's a common area of weakness in copy. I don't recall seeing any advice on risk reversal and guarantees.
The author wants you to focus on the benefits of what you sell. That's fairly standard with the emphasis of moving from features to advantages and finally to benefits. I've seen that advice lead to superficial copy so beware of ignoring the features. They can give credibility to your benefits and may be a criteria the buyer is using to narrow search selection. For example, this fancy computer will help you to get more done (benefit) because it is very quick (advantage). That's because it includes Intel's latest chip, the super-fancy-widget (feature).
The author downplays the idea of a unique selling proposition. I think you need to be careful.
Yes it's virtually impossible to be unique in the world but is that really what is needed? Most buyers are usually much more constrained in choice because of practical issues like location.
You need to know your ABCD. You need an Advantage that's Better, Cheaper or Different.
The entire point of a search engine is that it groups like items together. It's like the Yellow Pages on the strongest steroids in the world. Concentrating on benefits can make your copy very similar to your competitors and your business disappears into a sea of sameness.
Look at your list of benefits. Look at your closest competitors benefits and be honest. Is there much difference? I've encouraged clients to play a game of marketing bingo (or Yellow Pages bingo) to emphasise this point. If customers can't see a difference, then they are usually guided by price and convenience.
I like the book and recommend it to business owners and marketing specialists who don't have a deep knowledge of copy and who want a short guide. If you're a copywriter, there's next to nothing that you won't have read before.
If you are prepared to read more deeply, I highly recommend The Brain Audit: Why Customers Buy (And Why They Don't). It's astonishing value as a Kindle book at the moment at just £3.70.
About my book reviews - I aim to be a tough reviewer because the main cost of a book is not the money to buy it but the time needed to read it and absorb the key messages. 4 stars means this is a good to very good book.
Paul Simister, a business coach who helps business owners who are stuck, get unstuck.
This book cuts out all the waffle and delivers clear, practical advice about how to write web copy that sells. Quite simply a brilliant read for anyone who is starting out and wants to create a website and I would suggest, it's ideal for those who already believe they have a great website.
As an aside, I sent Henneke a personal email to thank her for the book and shared the changes I had made to my own site and within an hour she had responded with some great feedback and further tips - a real professional.
Many thanks Henneke
Top international reviews
Si eres dueño de una web, tienes más que de sobra para hacer tus textos.
Si piensas dedicarte al copy profesionalmente, con este libro darás un paso de gigante.
Muy muy muy recomendable.
Pd: no soy familiar de Henneke.... pero por supuesto ahora ya soy suscriptor.
As someone who's read an incredible amount on copywriting, I didn't really find this book repetitive, as was mentioned on some reviews on Amazon.com. This book isn't meant to blow your mind with new copywriting principles. It incorporates those principles into a good method for writing your web copy. It's one thing to have the excessive knowledge to write web copy, it's quite another to have a specific sit-down, write-it-down, easy workbook and checklist just to get the damn thing done. For me, that's what this book is for. Hurrah!
I will definitely be using the this workbook for other web writing projects.
I'm a professional copywriter and with this book I think I've improved my technique to write persuasive copy. Very inspirational and just going to buy the other book ;)
Ms. Henneke talk to you as if you were having a delicious coffee with her while you are learning how to create seductive content for your customers.
I liked it so much and in just some hours I have become an expertise creating content.
I used all the ticks in my current business and they worked very well.
It is worth your money.
My website (...) is 17 years old, but now I knew what is problem with my content. If you write/rewirte your web/blog content, deffinetly you will WINNER.