Cover -- Title -- Copyright -- Dedication -- Contents -- Foreword -- Acknowledgment -- Introduction to Third Edition -- Half title -- 1 Getting Started: The Dynamics of Web Selling -- Three Fundamental Rules for Writing Web Copy That Sells -- Rule 1: Don't Make Your Website Look Like an Ad -- Rule 2: Stop Readers Dead in Their Tracks -- Rule 3: Capture E-Mail Addresses -- The First Look -- Web Copy Dos and Don'ts -- Reading on the Web -- Words Tell, Emotion Sells -- How to Become a Great Web Copywriter in Five Hours or Less -- 2 A Simple Blueprint for Writing Killer Web Copy -- Creating the Blueprint: Five Simple Questions You Must Ask -- Question 1: What Is the Problem? -- Question 2: Why Hasn't the Problem Been Solved? -- Question 3: What Is Possible? -- Question 4: What Is Different Now? -- Question 5: What Should You Do Now? -- The Anatomy of the Blueprint -- Putting the Blueprint to Work: Five Easy Steps to Making Your Web Copy Sell -- Step 1: Inject Emotion -- Step 2: Add Bullet Points, Bonuses, Guarantee, and Close -- Step 3: Add Credibility-Building Elements -- Step 4: Add Psychological Devices and Involvement Devices -- Step 5: Replace Rational Words with Emotional Words -- Reinforcing the Framework: A Summary -- 3 Crafting Your Copy -- Constructing Your Web Copy -- The AIDA Principle -- The Unique Selling Proposition -- Making an Impression: The First Paragraph -- The Offer You Can't Refuse -- Testimonials: Effortless Selling -- Talking About Money: How to Introduce the Price -- The Minor-Purchase Technique -- The Daily-Cost Technique -- Keep on Selling: Writing the Order Form -- The Money-Back Guarantee: A Deal Maker -- The Close: Signing on the Dotted Line -- The Call to Action -- Get a Calling Card: The Opt-In Mechanism -- How to Construct a Riveting Headline -- What's in a Headline? -- The Building Blocks of Winning Web Headlines.

Choosing Your Words: Tips, Terms, and Concepts -- Words to Avoid in Your Web Copy -- Words to Use in Your Web Copy -- Dos and Don'ts of Web Copywriting -- The Long and Short of It: How Long Should Web Copy Be? -- How Well Does Your Website Sell? -- Formula for Mathematically Measuring the Selling Quotient of Web Copy -- 4 E-Mail Marketing: The Internet's Killer Application -- Traffic Conversion: Turning Visitors into Customers -- Wagging the Website -- Why Your E-Mail May Be More Important Than Your Website -- The Frame-of-Mind Marketing Method for Writing E-Mails -- Breaking the Sales Barrier -- The Future of E-Mail Marketing -- How to Make Sure Your E-Mail Is Delivered -- How to Avoid Spam Blockers -- Does Your E-Mail Test Positive as Spam? -- How to Write E-Mail That's Read -- Seven Elements of E-Mails That Sell -- Put the Competitive Edge into Your E-Mail Marketing -- Adapt as Your Audience's Frame of Mind Changes -- Using E-Mail to Get Attention -- What Really Works on the Internet Sometimes Doesn't -- SIG File: Your Online Business Card -- How Your E-Mail Reputation Affects E-Mail Deliverability -- 5 Using Psychology to Motivate Prospects to Become Purchasers -- The "Reason Why" -- The Zeigarnik Effect -- The Cliffhanger -- Hypnotically Persuasive Language -- Embedded Commands -- Presuppositions -- Linguistic Binds -- Reframing -- The Appearance of Consistency -- Contradictory Thinking -- The Cyrano Effect -- 6 The Art of Changing Your Prospects' Minds -- What Role Does Emotion Play in Mind Changing -- The Three Principal Triggers of Mind Change -- Emotional Resonance -- Redefinition -- Resistance -- The Trifecta Neuro-Affective Principle in Short Copy -- 7 Increasing Sales Through the Use of Involvement Devices -- Involvement Devices and the Recovery Principle.

8 Online Marketing Communications: It's What You Do After People Visit Your Website That Counts -- The Opt-In Offer: Your Most Important Asset -- Five Keys to an Opt-In Offer That's Impossible to Refuse -- Presenting the Offer -- How to Write Irresistible Autoresponder E-Mails -- Quick Primer on Autoresponders -- Crafting Autoresponder E-Mails to Your Opt-In Prospects -- Crafting Autoresponder E-Mails to Customers -- How to Format Your E-Mails for Optimum Readability -- How to Write Free Reports and Promotional Articles -- Tips for Creating Search-Engine-Optimized Articles That Magnetize Hot Leads and Customers -- Guidelines for Writing Newsletters and E-Zines -- Tips for Creating "Monetizable" Content -- The Anatomy of a Successful E-Newsletter -- Guidelines for Writing Online Ads, Signature Files, and Banner Copy -- Three Tips for Writing Online Ads -- Writing Copy for Interactive Advertising Banners -- 9 Web Copywriting in the Age of Web 3.0 and Beyond -- Blogs -- Social Bookmarking Sites -- Social Networking Sites -- How to Craft Highly Targeted Facebook Ads That Deliver Leads, Sales, and Profits -- Authority Sites -- Marketing via Online Videos -- How to Create an Online Video That Drives Massive Traffic to Your Website -- How to Create High-Converting Video Sales Letters -- How to Optimize Your Video for Search Engine Purposes -- Uploading Your Video -- Resources for Creating Your Video -- How to Write Copy for Mobile Devices and the "Portable Web" -- Optimizing Your Website for Mobile: What It Means -- Guidelines on Optimizing Website Copy for Mobile -- How to Write Copy for Infographics to Generate Free Website Traffic -- The Role of Copy in Creating Infographics -- Case Study: UndergroundHealthReporter.com Portal Website -- Additional Tips for Using Infographics for Online Marketing.

The Benefits of Using Infographics in Your Content Marketing Strategy -- 10 Last But Not Least: Tying It All Together -- Track It, Fix It: What to Do When Web Copy Is Not Working -- Four Steps to Web Copywriting Success -- Track Your Results -- Two Degrees of Separation -- 11 The Lucrative Business of Web Copywriting -- How to Find Web Copywriting Clients -- How to Contact Prospective Clients -- What to Charge-And How to Ensure That Your Clients Pay You -- Intellectual Property Licensing -- Directory of Resources -- Books and Courses -- Resources for Creating Online Marketing Videos -- Resources for Creating Infographics -- Index.