The basic premise of Net Words-how good copywriting can make a Web site more effective-is as fundamental in 2006 as it was in 2001 when the book was published. Net Words is recent enough in terms of technology to still be relevant, and author Nick Usborne, a prolific and respected copywriter, is unquestionably an authority on this topic.

Writers interested in reading this book should not assume that it is a handbook or guide to practical online writing. Writers should read the book with an understanding that they will learn some important Web marketing principles and a few theories for writing business-related online copy, but they should not expect Net Words to be an educational guide.

Many of the guidelines and tips for copywriters are most likely already known to writers with any persuasive writing or basic marketing skills. The book certainly is useful to offline writers who are unfamiliar with the Internet or the way marketing copy differs from other kinds of text.

Business owners wanting to improve Web site conversion rates and designers who would like to get a better handle on what the copywriting process involves will benefit from reading the book. Some of the chapter headings are "Allow copywriters to do great work: Copywriting online is not bad," "Only words will set you apart: Set your company apart online," "Writing newsletters: The best way to hold your customer's attention," and "Close the sale: When and how to close the sale online."

Usborne provides numerous examples of good and bad copy from actual Web sites, offering the reader a chance to visit these sites and analyze Web content. He also reviews the benefits and disadvantages of different kinds of online communication, such as newsletters, e-mail, and discussion boards.

Usborne writes with a pleasing style-humorous, honest, and straightforward. He elevates a subject that could be tech-heavy to a level comprehensible to nearly all readers. There are occasional uses of jargon that may be troublesome to some readers, and the book does have a repetitious feel toward the end.

Nevertheless, reading Net Words is an enjoyable experience that will certainly benefit those in decision-making positions of business, Web developers, and writers new to creating marketing copy.

For non-copywriters, Nick Usborne provides a great foundation for understanding the fundamental differences between writing offline copy and writing for the web.

As an experienced online copywriter, I didn't learn anything new or groundbreaking. However for those transitioning from offline copywriting to the online environment, or for those who are simply looking for a set of guidelines to help evaluate the abilities and understanding of copywriters that they are considering hiring for an online project, Net Words is effective and easy to read.

Nick does provide a great overview of how the history and evolution of the net as a communication medium has influenced the most effective ways to write online copy.

The book also addresses the need for developing a consistent, customer focused voice across all channels of online communications, from your web copy to your emails. This is a critical point to understand, as most of the copy I find online, is far too distant and company focused (what Nick calls "Corporate Speak".)

If the only thing you take away from this book is the need to write copy in a more customer focused manner, you will have received your moneys worth.

All-in-all, even though it was not as in-depth as I would have liked, I found the book well worth the time I invested in reading it.

If you are a copywriter or considering copywriting for the web, this is your guide.

Cheers.
Amr Selim
IT Business Consultant

If you are looking for a book that teaches you how to write web copy, this isn't it. After going through many of the author's articles on the web, I was expecting more from this book.

The author starts out promoting copywriters and how important writing good copy is. He constantly keeps repeating this point in several chapters. After reading the first few chapters you might tell yourself: "Hey, I do not need convincing that my website needs good copy! Get on already with telling me how I can go about writing good copy!" However, this never occurs. The author does give some examples of good vs. bad copy, but never gets to the point of telling you what route to take to better your own copy. There is no concise guidance in this book.

"Net Words: Creating High-Impact Online Copy" consists of pieces of information put together to form chapters without following a clear line. The focus lies too heavily on explaining the problems copywriters encounter while trying to do their job, rather than on teaching the reader how to write online copy. For example, the author writes about how copywriters do not have enough freedom to properly do their job, how they are not held in high regard by content managers, and how they need support and respect of the development team and managers to succeed. This book doesn't teach you how to write good online copy like its title pretends it will, but rather tells you what you can do to make the life of copywriters in your company easier so that they can produce their best work and consequently improve your website and marketing strategy.

So if you have a website and need convincing that writing good online text is important, and if you have the money to hire a professional copywriter, then buy this book. Otherwise, save your money and read the articles on the author's website; they are much more informative and educational.

This book is a definite MUST HAVE for any website designer, newbie to web design and anyone and everyone who has an online business. Simple, easy to understand visuals compliment the text, which is written in a very simplistic manner. This book is wonderful - magnificent - excellent, and will help you greatly understand the elements of successful web design. I've used it to consistently update my own website, at:
http://www.aei.dli.com
If you don't have this book, you're missing out on your single-most-important investment in your professional life!

there is not enough information about my assignment .

This broadly covers online copywriting. Nick does his best by speaking to "you" much the same way as your copy should.

He also does a great job of showing you examples of good vs bad in the different writing attributes he teaches througout the book. The only part of the book which looses focus in my eyes is when he speaks of why the copywriter needs to write the copy. I felt like he was making a sales pitch for all copywriters. Other than that it was one of the best internet books I have read.

This book takes an idea that should be perfectly obvious to online copywriters, but is so often overlooked, and shows how and why personal copy sells better online than in your face marketing. Usborne contends that online is different than print, but sees how training in one medium can prepare you for assignments in the other. A definite must read--and it goes by so fast.

Being the lead creative at a web consulting company in Japan I've noticed a lot of the problems the author mentioned about putting appropriate importance on good copywriting for the web. His advice has helped me a lot to keep my copy human, energetic, and infuse it with unique attitude. Avoid the corporate speak! Most importantly his advice about getting to know the user's voice in order to communicate in a convincing way. The same kind of book should be written for design! This is a great book for any designers, management and copywriters alike.

This is more of a survey of copywriter's woes and the general state of online copywriting for Web sites and newsletters and for email. Not much meat and not much that can be of any real value to anyone short of those with very limited experience on the net.

If you're an experienced copywriter or someone who knows their way around, don't waste your money on this book.

I found it amusing how Usborne said that hyperlinks on the web page distract the visitor and should not be used while the author of Persuasive Online Copywriting by Bryan Eisenberg, Jeffrey Eisenberg, Lisa T. Davis is all for it.

In fact, there are no hard and fast rules and we copywriters are not at all sure which way works. My personal belief is that each site is different and that hyperlinks can and do work if you write your scan words just right. But neither book addresses this issue.

A novice would be, I think, better served by reading Bob Bly.

As an owner of an Internet business, this book has become our BEST REFERENCE that we have ever come across. Superbly written with the most helpful ideas and advice in 'plain English' that everyone can understand. Nick conveys his knowledge and expertise about writing online copy that WORKS in such an easy to understand way, that it can actually DOES WORK. This book is a MUST HAVE for anyone that owns a web-based business. Out of the several books we have read regarding online copy, especially SUCCESSFUL online copy, NET WORDS is the only one we've found to be the most comprehensive, offering such valid examples. Thank you Nick for writing such a valuable resource for everyone. A definite AWARD-WINNER!

Usborne says the whole heavy graphics thing is bad for business. Has he seen a movie lately? Star Wars had more graphics than an B-2 Bomber! Special effects are everything. There's this guy, Michael Levine, who argues that you gotta connect with the customer in Guerilla PR: Wired. And I agree!

Okay, Usborne, yeah, the customer's eyes might roll up when he sees my latest web designs, but you know what? They'll remember what site! That means they'll remember the product!

Working in PR you learn that words can be everything so it is important that you not only use the right ones but in the right way. This book is a good working tool for anyone who works with words. If one is in PR or advertising, this book, along with Guerrilla PR Wired, is a must have.

I liked it. It is not your totally over the top, deep book about copy and words. If thats what you want this isnt it. If you are wanting tips, advice and good solid practical steps to write for the web this book does it.

Every chapter is a good one. If you want to know what works well on the web Nick covers some good changes in copy that work better for the web.

If you currently transfer your off-line over to on-line you must have net words. He showes you the massive difference from both and how to get it right.

Good approach and easy to understand. Pays for itself easily. Nice one Nick

Alan Forrest Smith
...

This book is extremely vital to anyone that has a web-based business! Writing online for a website is very tricky, and if you don't do it right, then your business will not succeed. Nick has portrayed writing high-impact online copy in such an easy-to-understand way, that you don't have to be a rocket scientist to put his valuable advice to work - to your advantage."When it comes to communications, words are the simplest and MOST effective of tools," and he's right! He couldn't have said it better. Sites depend on easy-to-understand language, and the 'simplicity' of your site is ultimately what sets you apart from your competition. This is one of the most valuable lessons that I've learned as a web-based business owner, and the most helpful. My favorite chapters are all of them that he has written, as each gives such meaningful and clear advice, tips, ideas, and suggestions that WORK, and that WORK WELL. Nick also puts you into other people's shoes, so that you can think like a direct marketer, close the sale, think like a customer, and so much more. I could think of nothing better than to have such a 'comprehensive' personal approach to writing online. He has addressed the whos, whats, wheres, whens, whys, and hows of strong online copy, especially in the last two chapters. I keep this book next to my computer at ALL times, and refer to it at least three times a day, often reading it cover to cover at least once a week. The best thing is, is that I learn something new every single time I read it. It's been a lifesaver, plain and simple. I can't recommend this book enough, but if you're ever looking for that 'one perfect book', this is it. Thank you so much Nick for writing such a phenomenal book.

This book is not action-oriented enough for me. There is too much philosophy. I was looking for a book with "power words", examples, and how-to's. I wish I could give it higher ratings, but it really bored me.

Net Words really makes you focus on the power of words. As Nick Usborne points out, on the Web, it is words that make the sale. Nothing could be more true. It is amazing that in such a text-driven environment, so little attention is often given to the text.

It can be a revelation for people to discover that the number one activity on the Web is reading. How are you going to be different online? As Nick points out, "Only words will set you apart."

This is an invaluable book for those involved in web content. It is highly readable and very practical. Nick Usborne knows his stuff. He is a professional, and every page of Net Words is full of clear, crisp ideas. After you've read it you will have learned truly useful things about how to make your content make that sale.

Practical advice, plenty of examples, and enough sound bites to get you thinking. Must-read for any newcomers to the web, and there's enough good information to be useful by those who have more experience with online technologies. Would have still liked a bit more "meat," but for... it was worth the price of admission, and was also a quick read.

Three years in online marketing and I still have a lot to learn.

This book was enlightening and educational; it made me rethink the visitor experience and how my company brand speaks to these people.

A quick weekend read that I couldn't put down. I then came in Monday morning and started implementing changes. ROI is already recognizable, as response rates have increased and requests for product information are on the rise.

This book is a must read.

Nick Usborne, in his straightforward style, uncovers the dirtiest secret in the internet: The success of your site depends primarily on the copy. Unique graphics might get you noticed and win a few design awards, but without good copy, you don't stand a chance. Nick gets this message across by pointing out specific examples of sites that "get it" by using copy to establish a unique voice. He also show a number of examples of "corporate-speak" copy that is guaranteed to lose readers. By highlighting the differences between good web copy versus traditional advertising copy, the book teaches you how to write what people want to read on the 'net. Nick's approach to writing copy emphasizes bright, descriptive, no-nonsense and humorous text while eliminating stilted, boring, and unintelligible language. And the sections on writing sales copy (in the right place) is golden. Bottom Line: If you write for the web, especially if you're a one-person show, you need to read this book.

Words seem inadequate when describing how brilliant is this debut novel from Nick Usborne.
If you conduct your business online, or if you're merely interested, part with your cash now and buy this book.
You wont regret it for a minute, and Nick will be pleased.

This is the first bit of information on the web that makes absolute sense to me. I can't believe no one ever discussed this before. (Maybe they were too busy trying to confuse everybody with technical jargon to pay attention). The arguments and examples were strong, and gave me a good understanding of how the Internet differs from traditional advertising mediums. Very few websites, (with the exception of Amazon.com) understand the two way communication of the web, and why it is turning the world upside down. Anybody, and I mean anybody who has anything to do with web design must read this book. It's an excellent investment!

You and all your competitors are spending big bucks, duking it out online for customers, trying to cut the burn rate or increase profitability. The conversion rate on your site is about average; 1%, 2%, maybe even 5% if you are lucky, really lucky.

The conventional wisdom is, of course, to increase your marketing budget; spend more money to drive customers to that same site where 1 or 2 out of 100 becomes a customer, signs up for your mailing list, or requests more information. Your marketing agency, your media reps, and the sales folks at those CRM and software companies will reassure you that more visibility and more technology will be just what you need. Before you spend another dollar, buck the conventional wisdom and snap up a copy of "Net Words" before it sells out.

Simply put, Net Words will help you develop a competitive advantage, the ONLY competitive that your competitors cannot immediately copy or match with a big enough budget. That advantage, oddly enough is a voice, the words you use to connect with your customers; the words you use to touch, comfort, reassure, and connect with your audience. Can it really be that simple? Absolutely!

Nick covers online copywriting like no one else. While others have written about one to one marketing and the vast potential the web offers for this ideal, Nick shows you how to get there. He provides simple examples that clearly illustrate every inch of the process. You will learn simple methods for increasing the conversion rate on your site, improving the response to email marketing campaigns, and truly building relationships with your audience.

Net Words is simple, honest, and maybe even obvious, too obvious. You remember the emperor who had no clothes, well; the online emperor has no c-l-o-s-e. Large and small companies alike, Net Words will help you change that.

Nick doesn't write about huge corporations, mega budgets, or streaming video super productions. He knows what really sells on your web site: the copy. He'll tell you how to craft copy that persuades visitors to take that next step.

A must-read for anyone responsible for writing online.

This is the best and most informative information I've read on the topic of marketing a web based business to date. In a sea of highly technical nonsense and jargon,this book is straight to the point, logical and well written. All questions are answered and suddenly the whole internet business makes a great deal of sense. I would recommend this book for anyone who owns a web based business. Thanks for recommending it, it's exactly the info I've been looking for!

Many web site designers, developers, and content providers place far too much emphasis on a site's design when it is really a site's content that motivates end users to take an action (purchase, subscribe, etc.)

With Nick's common-sense (and entertaining) approach to web copywriting, Net Words is a book that will help everyone have a better web site.

This is one of the few web books that will not leave my desk.

Three years from now the most important person on your web team will be your copywriter. Increasingly, Copy - or rather finely tuned, accurate verbal content - talks to search engines and customers alike. Talented writers who understand your market AND the search engines are already both rare and valuable. As the Search Engines become better and better at "understanding" the copy on your site, you'll be increasingly dependent on good copy with content; and increasingly free of tricks and scams to achieve high rankings on search engine results.

How do you learn about writing copy for your website. You read Nick's book. Period.

Nick Usborne hits the nail on the head (repeatedly) with this book.

This book provides a critical reminder of the importance of the words we use on web sites, and does it in a relaxed, way. Despite the wealth of information in it, including examples, rules, and lessons, this book doesn't come across as a lecture - it feels more like a chat with an old friend.

Buy it!

Nick Usborne's book is a breath of fresh air for the web marketing professional. Net Words is well written practical advice about how to write for the web. Nick not only explains the idiosyncracies of the medium but how to best address them.

You need to read this book if you're a web professional.

After wrestling with the content dilemma for several web sites...graphic intensive vs. copy focused...I found 'Net Words' to be very 'grounding' in providing the insights for both the average web amateur, and professional too. The reality is that people want reality when it comes products and services on the web...they are tiring of being blasted by graphics galore which really do nothing to appeal to intelligence. And, for those who have taken the easy, lazy route but avoiding appropriate online copy and opting for graphics, this book marks an easy path to learning how to write for the web...once and for all.

Nick Usborne shows how to make the most of the limited time you have to capture and hold site visitors' attention. This book is easy to read - it's actually fun to read - and is full of that practical, solid advice that you can put to work immediately.