Contents -- Foreword -- Acknowledgment -- Introduction to Second Edition -- 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 -- Guidelines for Writing Newsletters and E-Zines -- Guidelines for Writing Online Ads, Signature Files and Banner Copy -- Three Tips for Writing Online Ads -- 9 THE SPECIAL RULES FOR WEB COPYWRITING TO THE BUSINESS-BUSINESS (B2B) MARKET -- Business Buyers Have a Split Personality -- Business Buyers Care About Features -- There Is Usually More Than One Business Buyer to Persuade -- The Offer Is Not The Same -- Business Buyers Are Embracing Web 2.0 -- Lose The Corporatespeak! -- 10 WEB COPYWRITING IN THE AGE OF WEB 2.0 -- Blogs -- Social Bookmarking Sites -- Social Networking Sites -- Authority Sites -- Social Networking Sites for Prospective Customers -- How to Dramatically Expand Your Existing Network of Business Connections -- Guidelines for Writing Copy for Dissemination in Social Media -- Marketing via Online Videos -- How to Create an Online Video That Drives Massive Traffic to Your Website -- How to Optimize Your Video for Search Engine Purposes -- Uploading Your Video -- Resources for Creating Your Video -- Online Marketing with Audio -- 11 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 -- Traffic Generation: Getting the Word Out and the Visitors In -- Search Engine Positioning -- Pay-per-Click Search Engines -- Linking Strategies -- E-zines and Newsletters -- Index -- A -- B -- C -- D -- E -- F -- G -- H.

I -- J -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W -- Y -- Z.