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The Complete Guide to Writing Web-Based Advertising Copy to Get the Sale: What You Need to Know Explained Simply ReviewVickie Taylor emphasizes repeatedly in her book "The Complete Guide to Writing Web-based Advertising Copy to get the Sale: Everything you Need to Know Explained Simply," that the keys to writing effective web-based advertising copy are brevity and clarity.
She provides the role model for her recommended approach in this "How to Guide" geared towards freelance copywriters and business owners. Taylor writes in a straightforward and conversational style that is both concise and informative.
Her purpose is to provide suggestions and advice on basic design guidelines for improving copy appearance and developing quality web content so one can increase sales, and she does so in a clear, efficient manner.
Taylor shares tricks of the copywriting trade from successful professionals in the business, which provide not only real-world examples, but practical advice and tips from experts who have been through the growing pains and know what works and what doesn't.
However, Taylor doesn't sugarcoat the copywriting business and is up front with her readers concerning its challenges. "The creative world of advertising is tough stuff," Taylor writes, which she follows later with, "writing copy is not as easy as it may seem."
You can tell from the myriad quotes she incorporates into her work from other literary minds that Taylor has a writer's sensibility: her wide-ranging references to authors include Stephen King, Ray Bradbury, Truman Capote, Sun Tzu, George Bernard Shaw, Samuel Johnson and others.
She dispenses good advice throughout, emphasizing a diverse background and diverse experiences to help inform copywriting and reminding copywriting novices that being effective ("words drive the sale") is more important than being creative.
Taylor includes helpful sections such as a "Day in the Life," a contrived, but pragmatic scenario where you imagine a day in the life of a typical consumer in your target market so you can learn how they operate and how to best reach them.
Also useful is a sample creative brief she develops for a fictional company called "Guac-n-Rock" guacamole which presents a relevant example to business owners seeking to reach their target audience.
Although her focus is writing advertising copy for Internet media, she explains how to write for different types of media and various types of ad web copy such as e-mail marketing.
Taylor even includes a section on blogging and new media that describes how incorporating blogs into a business allows you to have an interactive site that connects with consumers on a more personal level.
While the book does contain some extraneous material (the section on "Creative Aerobics" can probably be jettisoned) her overall message is consistent and novice copywriters or small business owners should find it valuable.
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