by Nick Usborne
Published by McGraw Hill, 2002
Paperback, 262 pages
The web has become a highly 'visual'
medium, with hyperlinks and graphics encouraging fast surfing and an
expected familiarity of options for regular surfers. For this reason
alone, the copy on a website needs to be effective in a small space
- and amount - of time.
Writing copy for the web requires a
different approach to other advertising media, although the closest
neighbour is perhaps direct mail. There is an informality on the web
that also has to capture the attention of surfers and keep them
involved in a web site and what it is offering. Design will say a
lot about your business, but copy is just as important - if not more
so - in demonstrating your online credentials and helping to achieve
>Nick Usborne has written a
well-argued, focused book that will help anyone developing an online
presence to create or assess good copy, whether it is for a website,
e-mails or newsletters. He explains why online copy needs to be
different, what works and what doesn't, by using a wealth of
If you didn't realise it before, this
book will show you how persuasive writing can help to differentiate
your business from online competitors and build customer loyalty.
Even if you don't have experience in writing copy, this book can
offer you some excellent guidelines and finishes with a list of 10
'easy wins' with strong copy.
This is an excellent book about one
of the main factors for online success that is often overlooked.
Buy at a discount from Amazon.co.uk
Other internet marketing titles we have reviewed:
- 101 Ways to Promote your Web Site, by Susan Sweeney
- Advertising on the Internet, by Steven Armstrong
- Business-to-Business Internet Marketing, by Barry Silverstein
- e-PR, by Matt Haig
- Internet Marketing for Less than $500/Year, by Marcia Yudkin
- Marketing on the Internet, by Jan Zimmerman
- Marketing With E-Mail, by Shannon Kinnard
- Poor Richard's E-Mail Publishing, by Chris Pirillo
- Poor Richard's Internet Marketing and Promotions, by Peter Kent and Tara Calishain
- Search Engine Positioning, by Frederick Marckini
- World Wide Web Marketing, by Jim Sterne