Bibliographic record and links to related information available from the Library of Congress catalog
Note: Electronic data is machine generated. May be incomplete or contain other coding.
PERSUASIVE ONLINE COPYWRITING Beginning Words 15 WRITING CONSIDERATIONS The Importance of Being Relevant 17 The Message Must Be Meat 20 The Case of Content v. Copy 22 When Content is not King 24 Why Online Writing is Different 26 It's the Customer, Stupid 29 Case Study: NewsBios Before & After 31 Finding Your Voice: Applying Emily 35 Benefits versus Features 38 The Power of Emotion 40 WRITING TECHNIQUES Speak Persuasively to One 43 Establish a Structure 46 Define a Perspective 49 A Cornucopia of Writing Ideas 52 Writing "Basic" with a Global Reach 69 Writing for Personalities 72 Writing in Review 77 The Magic Touch of Editing 80 Case Study: Max-Effects Before & After 82 THE MEDIUM The Eyes Have It 87 Set Up Scanning and Skimming So They See 90 Point of Action: Location Matters 93 What You Need to Know about Writing for Search Engines 95 IN CONCLUSION The Grok Notes 101 What to Do Next 104 UNDERSTANDING ONLINE CONVERSION Introduction log Conversion = Persuasion = "Selling" 111 Building a Solid Structure 113 The Leaky Bucket 115 Conversion is Like an Onion 118 Sales is a Five-Step Process 121 The Sales Process in Action Online 125 Buying is the Flip Side of Selling 130 Tuning in to WIIFM 134 AIDAS Provides the Momentum 136 Navigation Provides the Lubrication 139 Putting It All Together 141 The Brain's Behind It All 146 Testing, Measuring and Optimizing 154 Conversion is Music to Our Ears 157