After reading the excelent Web Site Recipes, I bought another Wordtracker book, Writing Kick-ass Website Sales Copy. My sales copy is a bit weak, so I thought it could help. It was somewhat helpful, but if it had recipe on the name too, I´d have to say it was a bit bland.
The book is divided in several sections:
1)How to power up your sales messages – various techniques to improve headlines. It has several classics, such as
adding a sense of urgency or scarcity (some the MLM people really love, albeit their is quite often fake)
give something free – bonuses, trials, etc
save – discounts
new – using NEW to get attention
reducing the risk – testimonials, case studies. 30-days no questions asked returns, and trust logos
2)How to make a home page sell
3)How to maximize conversion rates
For me, this was the most useful section of the book. There are many tips on the best way to structure your sales page, your headlines, and the rest. One concept I thought was interesting was that the headline sells the lead, and the lead sells the rest of the copy.
This is a short section. The main concept presented here is that a landing page should be just as the regular sales page, but with less distractions and extranous links to the site than a regular landing page. It also suggest (as I've read everywhere) that it's important to reflect the Ad message on the headline.
If all this seems familiar to you, you might want to skip this book. Otherwise, it was ok, just not particularly iluminating to me.