Nick Usborne - Net Words, Creating High Impact Online Copy
Title: Net Words
Author: Nick Usborne Catagory: Web Usability
This is an excellent book by Nick Usborne on writing online that dissects the Internet culture and how consumers and users react towards writing on the web - the main and true source of imparting information. It teaches business sites how to add competitive advantages to their web activities by differentiating themselves with effective and ethical writing - where marketing, advertising, and where other e-commerce business activities are concerned.
I've been made aware of several elements of web usability and copyrighting that I've previously been somewhat complacent about, together with useful examples, take for example under Only Words Will Set You Apart - Great Copy Has Always Differentiated Companies:
Avis - Because we're only number two in rent-a-cars, we try harder.
It also emphasizes on how usability engineers should work closely with copyrighters to produce an awareness of considering copywriting as part of the web development process. In the same vein, he quotes Jakob Nielsen as saying -
When writing for the web, you're not only affecting the content - you're affecting the core user experience because users look at the text and headlines first. Although its important to be grammatically correct, it is also important to present the content in a manner that draws in readers.
These are just highlights that I find extremely helpful in writing my project report. Other concepts and discussions that deserve mention are - the impact and velocity of words, building customer relationships with words, the language of permission, personalization, the role of copywriting in e-commerce, thinking like a direct marketer, among others.
Verdict - Heightens web developer's awareness of how powerful words are on the Internet. A simple and easy 250-paged read with fonts that are friendly to tired eyes - but then again, it is about copywriting. graceshu # 9:41 PM