Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy That Grabs Their Attention and Compels Them to Buy

by Maria Veloso

With the rise of social networks, “Twitterized” attention spans, and new forms of video content, the techniques that worked in crafting attention-grabbing, clickable, and actionable online copy a few years ago are simply not as effective today. Thoroughly revised, the third edition of Web Copy That Sells gives readers proven methods for achieving phenomenal success with their online sales and marketing efforts. They will learn to:

• Use psychological tactics that compel Web surfers to buy
• Create effective, highly-targeted Facebook ads
• Test copy to maximize response
• Write online marketing video scripts that sell
• Craft compelling copy for interactive advertising banners
• Produce high-converting video sales letters
• And more

Proven and practical, Web Copy That Sells shows how to quickly turn lackluster sites into “perpetual money machines,” streamline key messages down to irresistible “cyber bites”…and ensure that Web copy, e-mail, and marketing communications pack a fast, powerful—and sales generating—punch.

Genres: Business, Writing, Nonfiction, Entrepreneurship, Web

304 pages, Paperback

First published June 15, 2004

Reviews

[Zora · Rating 1 out of 5]

Take away: when trying to sell stuff to people that does not work, like amazing weight loss secrets, wrinkle cream, and baldness cures, make your website look like a magazine and write fake articles on how your product works. And remember, don't use a college-level word when a sixth grade word is available.

Unintentionally, this is a great argument FOR government regulation of internet content.

Recommended for people with no moral compass.

[Tamara · Rating 2 out of 5]

Should have requested the newer edition...

Though I think this offers some useful tips, the tone is very much that of a salesperson who is trying to manipulate people to do what s/he wants. I know that this tone turns me off, and I imagine it does for others as well. If you're going to manipulate people, you should be less obvious about it!

Useful tips:

Write editorial headlines instead of advertising headlines: 9 Facts You Must Know about Hair Products vs. Buy This Hair Product Now! (People come to the web first for information and facts, then to buy.)

Always give a reason why your reader should do something.

Offer a "What's in it for me?" sentence, such as "Intel's new microprocessor for mobile PCs has a speed of 2GB, which means that you can play online games wherever you go."

To build headlines: arouse curiosity ("Words that Command People to Do Your Bidding"), begin with the word "how to", ask a question or use the imperative voice ("Land a better job.")

[Tami · Rating 5 out of 5]

Not all websites are created equally. The majority of websites are rather boring: a little text and perhaps a few graphics. Other sites try to grab the readers’ attention with a lot of colorful graphics and a lot of fancy ad-speak.

When it comes to promoting business success, neither type of website will be very useful. The rather plain site will be virtually ignored. Most readers won’t even bother to read your web copy.

On the other hand, the flashy site will scream out advertisement. It’s like going into a store and having the salesman give us the hard sell. No one wants that.

Fortunately, Web Copy that Sells provides a third option. Step by step, this resource shows how to get readers to read your web copy and how to encourage them to purchase your product. This book really is a goldmine of ideas.

[Eartha · Rating 4 out of 5]

I recommend this book for anyone venturing into the world of internet marketing. It breaks down the essential elements that go into a sales page and helps you to begin thinking like a marketer.

If you want to learn how to write your own sales pages, this is a great book to get you started. I know I will refer back to this book often for my own web sites.

[Lisa · Rating 3 out of 5]

If you want to write long, sensational, editorial-style web copy about 1-minute cancer cures, then this is the book for you.

If you want to write pithy, more modern copy, then get Web Words that Work: Writing Online Copy that Sells.

[Krisha Newham · Rating 4 out of 5]

HIGHLY recommend this for anyone who markets on the web. I pull this book out so many times a day it's not even funny. It's simple to understand, effective and makes you really examine your web copy. I particularly value the chapters on email marketing, because I have no experience whatsoever.

[Nasos Psarrakos · Rating 5 out of 5]

One of the most complete books about copywriting. Actually, I need to reread and take even better notes.

[Gabka Koščová · Rating 3 out of 5]

Veľké pozitíva knihy:

- Mnoho zaujímavých copy trikov a myšlienok.
- Skvelá časť o tom, ako využiť psychológiu v copy, vrátane praktických príkladov.
- Niekoľko použiteľných framerkov.

Veľké negatíva knihy:

- Príliš zastaralá.
- Veľa vecí už bolo neaktuálnych alebo všeobecných. Preskakovala som aj celé strany.
- Miestami mi to prišlo chaoticky a zbytočne rozsiahlo napísané. Ocenila by som menej teórie a viac praktických príkladov.

3 hviezdičky dávam preto, že sa neviem rozhodnúť, či ju copywriterom odporúčať alebo nie. Asi sa skôr prikláňam k prečítaniu, ale úplne by som už teraz vynechala niektoré kapitoly (konkrétne 3, 6, 7, 8, 10 a 11 z druhého vydania).

[Constantin Minov · Rating 3 out of 5]

From a customer point of view, you will probably be disappointed after reading this book while from a marketer perspective you will learn how to structure web copy that sells, although from my point of view you will learn in both cases either you are a customer or a marketer. This will help you improve your online content but also avoid you read crappy stuff in the blogosphere. Great headlines don't mean qualitative stuff although by using these tactics you will persuade users to stay more on your website. This is a practical book, the author is showing you her strategy on how to create content that sells meanwhile she is also trying to promote her products. Sometimes crappy books make you see things in a different way. This one will show you what to avoid while reading online content. Personally, I like it because it helps me improve my critical thinking, it helps me understand better how should I skim content online, what should I pay attention and what should I avoid. Give it a try, skim through, take notes and create your personal opinion.

[E · Rating 4 out of 5]

How to write Web copy that really sells

Writing for the Web is different than writing for print, but what exactly is the difference? Veteran copywriter Maria Veloso has pondered this question and provides some solid, standard answers in her useful, straightforward manual, which helps copywriters produce great sales copy for the Internet. While maximizing the sales opportunities copywriters find on the Web, Veloso also explains how to adapt traditional emotive ad copywriting to meet the Web’s restrictions, from the physical limitations of a Web page to the distractibility of the average online consumer. She explains how to use opt-in offers and how to write B2B and B2C copy. getAbstract recommends her practical, entertaining book to Web copywriters, particularly novices, who want to boost sales and better understand the strengths and weaknesses of their medium.

To learn more about this book, go to the following Web page: http://www.getabstract.com/summary/11...

[Hillarie (Hillareads) · Rating 1 out of 5]

Look, there's nothing inherently wrong with using copywriting techniques to sell a product or service. I just have an issue with the examples given in this book.

Early on in the book, Maria Veloso gives an example of copy she wrote for the web. It involved a sketchy "miracle cure" for cancer.

No. No. No.

This book gives the FCC an excellent reason to regulate online advertising. This book is the reason that half of my Facebook friends share articles riddled with pseudoscience.

If you're a blogger, use transparency when you talk about products and services. If you've created a product or service, make sure it isn't garbage. If you're a copywriter, don't be so eager to write copy for just anybody.

[Petr · Rating 2 out of 5]

A book about writing web copy or in general texts that sell. Some of the advices seem today already outdated, or at least the examples seem to me became already mainstream. However, it is good to see the idea behind these websites and their texts. Although it seems that today many spam sites and mails use the same techniques and hence we might gain some resistance to them. This is strengthened by the examples the author uses which are often from the spam domain (all of financial or medical spam selling sites with the only exception of penis enlargements).

If you are looking for a way how to boost your sales or just write captivating text on your site or blog, I can recommend this book.

[Ed Barton · Rating 4 out of 5]

Solid Fundamentals. Running a digital agency is tough - especially when it covers the myriad of traditional marketing and advertising, and technology. One of the areas that are hardest to hire for and most difficult to evaluate is the copywriters. This book covers a fair bit of that somewhat lost art - and does it in a way that focuses on digital presentation. While the techniques and certainly the screenshots in the book are getting dated, the principles are solid and well-articulated. Covering elements such as SEO, monetization of newsletters and e-zines, and basic hooks and scarcity principles is a good read for basic knowledge.

[Daniel Charles · Rating 3 out of 5]

Urrgghh, being a marketer, I understand the value of quality copywriting. It will literally make or break a campaign. But this book tends to focus heavily on those old-school "salesy" tactics that just feel scammy, manipulative or over-hyped. Not a fan of this, but there were a few good tips that were useful, but overall, this style isn't the right approach for 2020 and onwards and should be left back in in the early 2000's when this type of stuff worked.

[Eric Dewyngaert · Rating 5 out of 5]

In depth review of the importance of copywriting in the web world. The writer covers tactics and strategies to increase conversion rates for website visits & digital marketing. Long read, but very informational for anyone that creates content for their business in the digital space.

[Nolan Overton · Rating 5 out of 5]

Wonderful read for anyone who does marketing - online or traditional!

[Monica Nelson · Rating 5 out of 5]

I learned a lot from this book, and refer to it often. I marked the pages that I refer most often too. There are nineteen paper clips and three bookmarks taking up permanent residence in the book.

[Andrew Azmi · Rating 3 out of 5]

I kind of like it ... The book is about general copy writing, there are some useful tools mentioned in this book for copy writers.

[Olwen · Rating 5 out of 5]

Great way to learn copywriting from the ground up. Includes practical steps. Have been utilising this book's advice in writing my copy and enjoying better conversion rates in my advertising.

[Skye · Rating 4 out of 5]

Introduces you to web copy and offers many great ideas and advice. Much appreciated!

[Lyndon Antcliff · Rating 4 out of 5]

Good overview of copy writing for beginners.

[Scott · Rating 5 out of 5]

basically rename it "how to run an internet business" and it's more truthful. outstanding read.

[Kori · Rating 5 out of 5]

Wish I could give it ten stars. Best copywriting book I’ve ever read, hands down.

[Paul Adams · Rating 3 out of 5]

A good starter to get you thinking ,but a little out of date in my view.

[Ruben · Rating 5 out of 5]

Fascinating reading. Best book i read about this subject.