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66 Copywriting contains a ton of information packed into small convenient chapters, which works out well if you ever need to look at the information again. Copywriting Bible The above books are a great introduction to copywriting type books, but if you are looking for thorough copywriting and advertising advice, I could recommend no better book than Tested Advertising Methods by John Caples. It is like an encyclopedia of advertising knowledge from one of the world's best copywriters. It is a bit dated and speaks primarily of print ads, but if you are primarily writing sales copy, this is a great book to read. The above books will also enlighten you with coverage of subjects such as the sales process and different personality types. Horrible Copywriting We here at XYZ Corporation know what it means to be successful. In fact, sometimes we forget that at one point a long, long, long time ago we weren't the premiere information distribution technology enhancement resource agency facilitator. Times have changed though, and we have transfused our corporate mission to account for the discrepancies in the post-modern publishing phenomenon. We are…us…greatest…best…us, us, us…selfish, etc. Basics of Online Copywriting • Use varying style. Lose the corporate speak. • Be yourself. • Make it a conversation. • Make your point up front. • Don't use jargon. • Use shorter text, or, as E.B. White would say, "omit needless words." • Break up text using headers, sub headers, bulleted lists, and other text breaking devices. • Stress benefits before features (unless it is a tech-heavy product). An Audience of One It is a great idea to sell information. If your copy can connect with a person and get them to feel as though they are working with a person instead of a screen, the sale process is much easier. You do not know who is on the other end of the computer. People are generally distrusting toward the unknown. If site visitors sense a person is writing just for them, they will not want to click away.