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Posts Tagged ‘copy writing

Book Review: Hot Text, Web Writing that Works

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hot textI picked up a copy of Hot Text over a year ago but it sat on my shelf until recently.  I’m currently leading a CPA program which includes writing copy for SEM ad text, landing pages, a microsite and editing copy for a content site.  Hot Text is a solid end to end solution for web writing tips but at nearly 500 pages not the type of book that you’ll read cover to cover.  However, I’ve found it incredibly useful to skip and scan the ideas that are most important to my current project.

Some random highlights from Hot Text include:

  • Case studies on FAQs, Help, and Privacy Policies
  • Tips for making your keywords stand out in text as readers scan your page
  • Recommendations for removing unnecessary copy with lots of before and after examples
  • Step by Step guidelines for press releases, email responses, and email newsletters

Pick up a copy of Hot Text: Web Writing that Works for your next copy writing assignment

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Written by Greg M

August 25, 2009 at 11:38 pm

Posted in Books

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The Landing Page Optimization Podcast Talks Copywriting This Week

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success worksThis week Tim Ash of the Landing Page Optimization podcast talks this week with Heather Lloyd Martin of Successworks about balancing direct response copywriting with SEO needs.  I really enjoyed this cast because I have a difficult time reading copy like a ‘normal’ person once the SEO hat comes on.  I always need to find someone untainted to see if my copy still makes sense to a human and not just the Google bots.

Some key points that Heather had to say about copy writing:
○ PR, blogs and site copy all have different audiences and necessitate a different style and tone – but all are great SEO opportunitieslanding page optimization
○ SEM landing pages can be off menu, for direct response campaigns like we find a lot in SEM visitors may not want to weed through a ton of copy
○ At the end of the day, responses are emotional, and we rationalize them with fact – so make sure your copy has a little bit of sizzle

To learn more about Tim Ash and landing page optimization, check out his book Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions

Written by Greg M

August 19, 2009 at 11:40 pm