You are about to experience a new way of thinking about copywriting that will enhance the persuasive architecture of your Web site and improve your conversion rates.
The copy you place on your Web site must persuade - it’s integral to getting your visitors or readers to register, subscribe, qualify as leads, and yes, even buy from you. It’s writing that must earn its keep. And to effectively manage the quality of your online writing, you need to understand what works, why it works and how to make it work better for you.
Whether you are the marketer responsible for the bottom line or the writer creating the copy, this audio-visual course provides the tools you need to get results, bringing you nose-to-nose with the online copywriting philosophy and practices presented in Persuasive Online Copywriting, by Bryan Eisenberg, Jeffrey Eisenberg and Lisa T. Davis.
This companion course to the book echoes material presented there, providing 22 specific writing exercises that help illuminate the process of writing persuasive copy. It also expands on material from the book, offering a deeper look at:
-Writing to different personality types
-The Mechanics of Copy
-Writing for the Search Engines
The course, compatible with Windows Media 9.0, takes just under 2 hours to watch. When combined with the specialized exercises, you can expect to spend between one and two weeks internalizing the information. Two presentation CDs provide you:
-A hyperlinked index to all sections of the course
-The audio-visual presentations
-A companion Handbook that includes:
-A personality inventory
-A discussion of dominant personality types
-A supplement Bryan Eisenberg on Writing for the Search Engines
-22 accompanying copywriting exercises
-An Excel spreadsheet to assist in entering and scoring your personality inventory
Table of Contents
II. Content and Copy
III. Understanding Your Audience
IV. Writing Techniques
V. Writing for a Global Audience
VI. The Mechanics of Copy
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