Enhanced descriptions from Syndetics:

In order for a Web site to sell effectively, it must appeal to the unique culture, mindset, and psychology of the Web. Simply put, what works in the brick-and-mortar world does not necessarily grab Web shoppers. Companies selling products and services online need to promote their wares with engaging copy that grabs attention and compels Web site visitors to buy. 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, reveals her revolutionary approach based on five simple questions, which, when answered, make the copy practically write itself. Veloso crams all the information from her 12-hour, $997 live seminars into a comprehensive book that will help any Web copywriter: * write sizzling and irresistible Web copy, e-mails, and marketing communications * quickly turn lackluster sites into ""perpetual money machines"" * use Neuro-Linguistic Programming and psychological tactics to compel Web surfers to buy * avoid the top three blunders that can wipe out your sales * convert up to 50% of online prospects into paying customers * and more!" "

Table of contents provided by Syndetics

• Foreword (p. xv)
• Acknowledgment (p. xxi)
• Introduction (p. 1)
• 1 Getting Started: The Dynamics of Web Selling (p. 9)
• Three Fundamental Rules for Writing Web Copy that Sells (p. 10)
• Rule 1 Don't Make Your Website Look Like an Ad (p. 11)
• Rule 2 Stop Readers Dead in Their Tracks (p. 13)
• Rule 3 Capture E-Mail Addresses (p. 16)
• The First Look (p. 19)
• Web Copy Dos and Don'ts (p. 22)
• Reading on the Web (p. 26)
• Words Tell, Emotion Sells (p. 28)
• How to Become a Great Web Copywriter in Five Hours or Less (p. 31)
• 2 A Simple Blueprint for Writing Killer Web Copy (p. 33)
• Creating the Blueprint: Five Simple Questions You Must Ask (p. 36)
• Question 1 What Is the Problem? (p. 36)
• Question 2 Why Hasn't the Problem Been Solved? (p. 37)
• Question 3 What Is Possible? (p. 38)
• Question 4 What Is Different Now? (p. 38)
• Question 5 What Should You Do Now? (p. 39)
• The Anatomy of the Blueprint (p. 39)
• Putting the Blueprint to Work: Five Easy Steps to Making Your Web Copy Sell (p. 46)
• Step 1 Inject Emotion (p. 46)
• Step 2 Add Bullet Points, Bonuses, Guarantee, and Close (p. 49)
• Step 3 Add Credibility-Building Elements (p. 54)
• Step 4 Add Psychological Devices (p. 56)
• Step 5 Replace Rational Words with Emotional Words (p. 57)
• Reinforcing the Framework: A Summary (p. 60)
• 3 From Prospects to Purchasers: The Psychological Motivators (p. 63)
• The "Reason Why" Device (p. 64)
• The Zeigarnik Effect (p. 65)
• The Cliffhanger (p. 67)
• Neurolinguistic Programming (NLP) (p. 67)
• Embedded Commands (p. 68)
• Presuppositions (p. 70)
• Linguistic Binds (p. 73)
• Reframing (p. 75)
• The Commitment/Consistency Element of Influence (p. 77)
• Cognitive Dissonance (p. 78)
• Involvement Devices That Multiply Sales (p. 81)
• Involvement Devices and the Recovery Principle (p. 86)
• 4 Crafting Your Copy (p. 91)
• Constructing Your Web Copy (p. 92)
• The AIDA Principle (p. 92)
• The Unique Selling Proposition (p. 94)
• Making an Impression: The First Paragraph (p. 96)
• The Offer You Can't Refuse (p. 97)
• Testimonials: It Can Happen to You (p. 99)
• Talking About Money: How to Introduce the Price (p. 100)
• Minor-Purchase Technique (p. 100)
• Daily-Cost Technique (p. 101)
• Keep on Selling: Writing the Order Form (p. 102)
• The Money-Back Guarantee: A Deal Maker (p. 103)
• The Close: Signing on the Dotted Line (p. 105)
• Call to Action (p. 106)
• Get a Calling Card: The Opt-In Mechanism (p. 106)
• How to Construct a Riveting Headline (p. 107)
• What's in a Headline? (p. 109)
• The Building Blocks of Winning Web Headlines (p. 110)
• Choosing Your Words: Tips, Terms, and Concepts (p. 114)
• Words to Avoid in Your Web Copy (p. 115)
• Words to Use in Your Web Copy (p. 117)
• Dos and Don't of Web Copywriting (p. 120)
• The Long and Short of It: How Long Should Web Copy Be? (p. 126)
• How Well Does Your Website Sell? (p. 128)
• Formula for Mathematically Measuring the Selling Quotient of Web Copy (p. 129)
• 5 E-Mail Marketing: The Internet's Killer Application (p. 135)
• Traffic Conversion: Turning Visitors into Customers (p. 136)
• Wagging the Website (p. 137)
• Why Your E-Mail May Be More Important Than Your Website (p. 139)
• The Frame-of-Mind Marketing Method for Writing E-Mails (p. 143)
• Breaking the Sales Barrier (p. 146)
• The Future of E-Mail Marketing (p. 147)
• How to Make Sure Your E-Mail Is Delivered (p. 149)
• How to Avoid the Spam Blockers (p. 150)
• Does Your E-Mail Test Positive as Spam? (p. 152)
• How to Write E-Mail That's Read (p. 152)
• Seven Elements of E-Mails That Sell (p. 153)
• Put the Competitive Edge into Your E-Mail Marketing (p. 164)
• Adapt as Your Audience's Frame of Mind Changes (p. 166)
• Using E-Mail to Get Attention (p. 167)
• What Really Works on the Internet Sometimes Doesn't (p. 170)
• 6 Online Marketing Communications: It's What You do After People Visit Your Website that Counts (p. 173)
• The Opt-In Offer: Your Most Important Asset (p. 174)
• Five Keys to an Opt-In Offer That's Impossible to Refuse (p. 176)
• Presenting the Offer (p. 179)
• How to Write Irresistible Autoresponder E-Mails (p. 179)
• Quick Primer on Autoresponders (p. 179)
• Crafting Autoresponses to Your Opt-In Offer (p. 180)
• Crafting Autoresponses to Customers (p. 182)
• How to Format Your E-Mails for Optimum Readability (p. 183)
• How to Write Free Reports and Promotional Articles (p. 184)
• Guidelines for Writing Newsletters and E-Zines (p. 186)
• Guidelines for Writing Online Ads, Signature Files, and Banner Copy (p. 188)
• Three Tips for Writing Online Ads (p. 190)
• 7 Last But Not Least: Tying It All Together (p. 193)
• Track It, Fix It: What to Do When Web Copy Is Not Working (p. 194)
• Four Steps to Web Copywriting Success (p. 198)
• Track Your Results (p. 200)
• Traffic Generation: Getting the Word Out and the Visitors In (p. 203)
• Search Engine Positioning (p. 203)
• Pay-per-Click Search Engines (p. 205)
• Linking Strategies (p. 206)
• E-Zines and Newsletters (p. 208)
• Index (p. 211)

Author notes provided by Syndetics

Maria Veloso (Los Angeles, CA) is Director of Web Copywriting University and the former Director of Creative Web Writing for Aesop.com, a major Internet marketing company.