Web Copy That Sells: The Revolutionary Formula for Creating Killer Copy Every Time

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Editorial Reviews:

Product Description
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!

Book Description

"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.

* 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!"

Customer Reviews: Read 58 more reviews...

5 out of 5 stars

Revolutionary Methods that Will Work for Many. January 21, 2005
77 out of 79 found this review helpful

I just finished reading Maria Veloso's book, 'Web Copy That Sells.' This book provides the unique skills and techniques that enable a copywriter or anyone who writes online copy to flat out sell like never before. These techniques are so powerful and dynamic it's hard to believe.

Having said that, I have to add that in my opinion, Maria's method of writing Web copy would not work for every site or product. There is not a set pattern or template that fills the bill for all sites.

For example, she proclaims that the "editorial" style of Web site copy produces the most business. This is indeed a clever tool on "some" sites. But not all. It won't work on all sites and is too awkward for some.

She also likes to use "involvement devices" on her sites. I agree that these are useful on some sites. But I noticed on one of her sites that you "involve" yourself by ticking off your desired answer only to have your e-mail client pop up. This is not good usability --- people want to know and should know when they're about to submit an e-mail. They may opt not to do that and they should know before they click the box what's going to happen.

There are a few other things of this nature that I don't buy into. But, for the most part, this is a valuable book because it offers ideas that are fresh and not readily available and that most people will find exceedingly useful.

I suggest you buy the book and take from it what will work in your own personal situation but don't take everything as "gospel".

Maria Veloso has put together a wealth of knowledge that has not been made available before as far as I know. I've read all the books on online copywriting and a few offered some valuable help and ideas. In fact, most have some good points that you can take away from your read.

But 'Web Copy That Sells' is, by far, the very best to date. I recommend this book to anyone who really wants to make their site sell or needs to understand how to write e-mail and get it through the spam filters as well as get it read. This book covers it all. Maria Veloso has done a great job and provided a valuable service.

I highly recommend this powerful book to all copywriters and anyone who needs to write copy for the Web. But, as I said, take from it what will work for you and be sure you adhere to good usability in your quest to sell.

One word of warning, at least one of the freeware products the author recommends you download is "loaded" with adware that will take your computer over. So beware.

Susanna K. Hutcheson
Creative Director
Powerwriting.com LLC
http://www.powerwriting.com

4 out of 5 stars

Not for catalogers, but many useful tips anyway August 31, 2005
71 out of 72 found this review helpful

Ms. Veloso is a specialist in writing the kind of copy which sells online courses and other one-per-website items. Because these items often have high selling prices, they take a lot of long, intense, hard selling to convince buyers to pull the trigger. If you're trying to sell a book, course, get rich quick scheme, diet plan, etc., this book will give you great advice on how to write hard-hitting sales copy.

However, if you, like me, wanted advice more about selling a bunch of products in a more traditional e'commerce catalog with hundreds of products, you won't find such info here. SOME of what she says applies to that type of writing, but if I were to use her hard-hitting sales techniques on my customers, it would put them off and make my site seem a little too miuch like a used car lot. A better choice: Catalog Copy That Sizzles by Herschell Gordon Lewis. Also Persuasive Online Copywriting by Bryan and Jeff Eisenberg will give you much of the same information but without the hard sell.

Now, that said, Veloso does give lots of information about the psychology of sales that is helpful (so do the Eisenbergs in their book Call To Action). And there are many, many tips here for other kinds of e'commerce that work WITH a catalog, partuclarly email, autoresponders, SIG files, how to avoid SPAM blockers, etc.

My goal for any business, advertising, or marketing book is to get at least one solid idea that I can put into practice...if I get at least one, the book was worth the cost. And I got a lot of "keeper" ideas from ths book. Also, I judge books by whether I feel like selling them on Amazon afterwards or whether they stay on my bookshelf as a reference. This one will stay on the shelf.

3 out of 5 stars

Not to rain on your parade, but still... July 1, 2005
38 out of 40 found this review helpful

Reading all these rave reviews, I bought the book, and I have to admit I was quite torn---between being pulled in and dragged down. Why? Let me explain. ;-)

When I became a freelance copywriter, I checked out every useful book and article on writing techniques I could lay my hands on, and for direct response marketing, I got thoroughly enchanted by Joe Sugarman’s "Advertising Secrets of the Written Word."

Now, Maria Veloso’s definitely good at what she does, and good at how she teaches what she does: applying direct response writing techniques to the Internet. There are some drawbacks, though. You're pulled in into the realms of thrilling writing techniques, but also deeply into the hyperbole world of dramatic sales boosts, incredible cost cuts, the truth about hair growth, weight loss, and killer marketing secrets "they" don't want you to know about---so much so that at some point you begin to feel like wanting to come up for some air. "Air" meaning two things: transforming and applying these techniques to, how should I put it, more "upmarket" products and services, and a bit more reflection on the ethics of writing than just mentioning it from time to time. If you think you can't merge killer writing techniques with upmarket products and lots of ethics into the bargain, then I urge you to read Sugarman!

Another drawback is, with the way Veloso presents her techniques, the danger of spawning legions of "copy clones" looms large. Try and check out her reference Web sites, the testimonials' Web sites, and the copywriters' Web sites who apply her techniques, and you'll see how important it is to _not_ simply take these techniques as a ready-made formula to build your house of words. (That doesn't mean that the real good examples aren't real good, mind!)

I'd say, yes, do buy the book. But be ready for the hard work to develop your own ideas, to build on these techniques, and to apply them for your customers in ways that look authentic, feel genuine, sport less hyberbole, and comply with your ethical standards.

2 out of 5 stars

It depends on what you want to sell... November 16, 2006
21 out of 24 found this review helpful

As others have briefly mentioned here, what you get out of Web Copy That Sells will really depend on what you want to sell and how new you are to the field of advertising and the internet.

My biggest complaint about the book was that it comes off as a circle jerk. Meaning, the book concentrates on web copy for selling "revolutionary" courses on how to get rich and how to make mega bucks online. It could be said it's written for an audience that hopes to to sell to themselves.

For those wanting to sell products, rather than 'How To' guides, you might gain a little from this book, yet I suspect those of you who are working in an internet related field will cringe at some of the content. There are even parody websites of some of the advertising styles suggested throughout the book. It really is about writing web copy for a new-to-the-web customer.

It is unfortunate that Veloso spends most of her time discussing copy for actual web sites (even worse is that they are websites selling something aimed at those wanting to get rich), when the reality is that a lot of web copy needs to be written for actual online ads. Online ads for physical products or actual services. This is where many of Veloso's techniques fall flat.

Summary: If you want to learn how to sell an e-book, buy this book. Otherwise look elsewhere.

1 out of 5 stars

Writing Scams for the Web February 15, 2006
14 out of 30 found this review helpful

I didn't find this book to be appropriate for serious web writers; in fact, I feel that this book gives copywriters a bad name. It goes against the moral code that writers who want to be taken serious should follow and are taught to follow in school. Veloso teaches immoral verbal tricks that can be used to brainwash people into buying into scams that promise to make you rich by doing nothing. I can't believe people actually fall for the tricks outlined in this book, but they do. So if you are looking for some psychological and tricky ways to scam people into buying a worthless product, then this book may be useful. At least I know now after reading this book what the red flags are when someone is selling a vacuous product.

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